Google Confidential and Proprietary

Data Driven Marketing to Convert Qualified Audiences Across Screens

Meet Stijn6:50 PMThursdayFeb 12, 2014

Wireless Access Point

Shape the unscripted journey of StijnInfluence purchase decisions by delivering content and messaging that is relevant and useful in the moment.

10+

consulted before making a purchase

sources of consumers

who own multiple devices

switch between

screens to complete tasks

2x

more likely to be influenced by targeted digital ads

90%

How to be relevant at scale?

30 steps in

purchase cycle

70Mavailable

signals to bid on

5+ hours per day with digital

2M sites650K apps

22 creatives on 3 OSs

23,000 products in an average feed

INFINITE PERMUTATIONS ∞

MOMENTS PLACEMENT

MESSAGES FORMATS BIDSFEED SIZE

But real-time relevance is hard to execute at scale

GDN reach on sites & appsIAB approved creativesGoogle InternalGoogle’s Customer Journey to Online Purchase Sources: eMarketer Google Internal

Source: "Adding Data, Boosting Impact: Improving Engagement and Performance in Digital Advertising," The Boston Consulting Group, Sep 2014

Pro · gram · ma · tic makes it possible: Use technology and real-time audience insights to automatically buy and run campaigns and reach the right user with the right message at the right moment.

32%

decrease in cost

per action

30 more mins

of consumer engagement

Google Confidential and Proprietary Google Confidential and Proprietary

1. Collect data

3. Personalize creatives and optimize bids

2. Segment your audience

4. Measure the impact

5. Automate decisions

Convert qualified audiences across screenswith Programmatic Audience Solution

Google Confidential and Proprietary Google Confidential and Proprietary

1. Collect data

3. Personalize creatives and optimize bids

2. Segment your audience

4. Measure the impact

5. Automate decisions

Convert qualified audiences across screenswith Programmatic Audience Solution

Collect data across all customer touchpoints to set the foundation for your digital strategy

Digital signals from your site and app

Offline data and CRM data

Google’s audience insights

1.

Google Confidential and Proprietary Google Confidential and Proprietary

1. Collect data

3. Personalize creatives and optimize bids

2. Segment your audience

4. Measure the impact

5. Automate decisions

Convert qualified audiences across screenswith Programmatic Audience Solution

Instead of the traditional way of segmenting starting with broad reach in order to end with potential customers

Google’s audience insights

2

Awareness

Consideration

Purchase

Broad reach

to find

Potential

customers

You should Flip The Funnel and start with customer data to identify the widest relevant segment you can reach

Google’s audience insights

Purchase

Consideration

Awareness

Learn from current

customersto find

Potential customer

s

2.

Loyalty Strategy - Segment and reconnect with your audience on all devices

Product viewers

Homepage visitors

Cart abandoners

Past purchasers

Search results viewers

Smart remarketing lists, automatically created for you

2.

Penetration Strategy Segment and reach new qualified customers

Smart segmentation strategies

Set CPA goals based on new customer acquisition

Gmail Sponsored Promotions

2.

Penetration Strategy Segment and reach new qualified customers

Smart segmentation strategies

Set CPA goals based on new customer acquisition

Target similar audience lists based on goals (e.g. “homepage visitors” vs. “converters”)

Target “similar” lists

Similar Audiences

Gmail Sponsored Promotions

2.

Penetration Strategy Segment and reach new qualified customers

Smart segmentation strategies

Set CPA goals based on new customer acquisition

Target similar audience lists based on goals (e.g. “homepage visitors” vs. “converters”)

Select in-market segment aligned with business goals

Similar Audiences

Gmail Sponsore Promotions

In-Market Audiences

Select “intent” based segment

2.

Penetration Strategy Segment and reach new qualified customers

Smart segmentation strategies

Set CPA goals based on new customer acquisition

Target similar audience lists based on goals (e.g. “homepage visitors” vs. “converters”)

Select in-market segment aligned with business goals

Segment GSP ads for specific audience profiles powered by Google data

Similar Audiences

Gmail Sponsored Promotions

Tailor “creatives” to user profiles

In-Market Audiences

2.

Google Confidential and Proprietary Google Confidential and Proprietary

1. Collect data

3. Personalize creatives and optimize bids

2. Segment your audience

4. Measure the impact

5. Automate decisions

Convert qualified audiences across screenswith Programmatic Audience Solution

Personalize your message to past visitors as they search, and optimize bids to win that second chance

3x conversion

rate

+40% bid adjustment

+100% bid adjustment

3.

B. Customize ad text and Optimize bids A. Reconnect with past visitors as

they search

2x click

through rate

C. Drive action and see results

2x

conversion

rate

60%

decrease in CPA’s

Personalize your message with dynamic creatives as they browse content

3.3.

Google Confidential and Proprietary Google Confidential and Proprietary

1. Collect data

3. Personalize creatives and optimize bids

2. Segment your audience

4. Measure the impact

5. Automate decisions

Convert qualified audiences across screenswith Programmatic Audience Solution

MULTI-CHANNEL

CROSS-DEVICE

MEASUREMENT CHALLENGES

Measure the holistic impact of your audience strategy

4.

ESTIMATED CROSS- DEVICE CONVERSIONS IN ADWORDS

USER ID IN GOOGLE ANALYTICS

MULTI-CHANNEL

CROSS-DEVICE

MULTI-CHANNEL FUNNELS IN GOOGLE ANALYTICS

GOOGLE SOLUTIONS

MEASUREMENT CHALLENGES

Measure the holistic impact of your audience strategy

4.

ESTIMATED CROSS- DEVICE CONVERSIONS IN ADWORDS

USER ID IN GOOGLE ANALYTICS

MULTI-CHANNEL

CROSS-DEVICE

MULTI-CHANNEL FUNNELS IN GOOGLE ANALYTICS

GOOGLE SOLUTIONS

“Our Mobile Display campaign generated 40 conversions but contributed to 80 conversions that occurred on other devices.”

“$1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads.”

UNIQUE INSIGHTS

MEASUREMENT CHALLENGES

Measure the holistic impact of your audience strategy

4.

ESTIMATED CROSS- DEVICE CONVERSIONS IN ADWORDS

USER ID IN GOOGLE ANALYTICS

MULTI-CHANNEL

CROSS-DEVICE

MULTI-CHANNEL FUNNELS IN GOOGLE ANALYTICS

GOOGLE SOLUTIONS

“Our Mobile Display campaign generated 40 conversions but contributed to 80 conversions that occurred on other devices.”

“$1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads.”

UNIQUE INSIGHTS

MEASUREMENT CHALLENGES

Measure the holistic impact of your audience strategy

ACTION

Optimize ROI across your search, display and video campaigns

Use insights from mobile’s mid-funnel impact to maximize performance across devices

4.

Google Confidential and Proprietary Google Confidential and Proprietary

1. Collect data

3. Personalize creatives and optimize bids

2. Segment your audience

4. Measure the impact

5. Automate decisions

Convert qualified audiences across screenswith Programmatic Audience Solution

Search query

Automate to make smarter business decisions in real-time

40%increase in ROI when

Google bids to maximize your revenue*

Machine-Learning Algorithms

Real-time Bidding sets your bid based

on 70 million signals

Conversion history

First-timesite

visitorWatches cat videos

Browses shopping

sites

Looks like your best customer

Abandoned shopping cart with

$99

Visit was 18h ago

Clicked on Display

Ad

Viewed multiple products

Visited from mobile

device

*Source: Google Internal Data, 2013 and 2014

5.

*Source: Google Internal Data, 2013 and 2014

Model put into practice

1. Collect data

3. Personalize creatives and optimize bids

2. Segment your audience

5. Automate decisions

4. Measure the impact

Google Confidential and Proprietary Google Confidential and Proprietary

Dynamic Remarketing 5x profit

Similar Audiences2x conversion rate

Multi Channel Tracking

“The ability to track every single thing in AdWords is one of the strongest values to our

business”

Campaign Optimizer

automation + scale

“Google is now the main driver in how we reach new customers.” - Tyler Vautier, Display Media Manager at BuildDirect

Google Tag Manager

NEXT STEPS

Build 360º customer view, leveraging a tag management solution.

Create smart segments to reconnect with past visitors on search and display. Find new qualified customers to augment your retargeting strategy.

Switch from static to dynamic creatives. Implement search custom creatives.

Set the right measurement strategy for multi-channel and cross-device performance.

Switch to real-time bidding and drive greater performance.

Ease of use

Use one interface, one tag across

search and display

Workflow efficiencies

Improve workflow efficiencies by 33% on

a unified global platform

Single customer view

Leverage learnings to make each customer

interaction better than the last

Source: "Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising," Boston Consulting Group, May 2013

Unify your audience strategy across the funnel on search and display

Campaign effectiveness

Compound your marketing impact with a full-funnel strategy

that scales across devices