Getting personal with

searchMarch 2015

Peter Young - MediaCom

Consumers are increasingly exposed to personalised marketing

That was a perspective of 2054……

……Made in 2002……

In 2002, Google wasn’t even the dominant search engine

February

- ‘Google Search Appliance’, the 1st

Google enterprise product released

- AdWords introduces cost-per-click pricing

April

- 1st API release

May

- Google Labs launched

September

- Google News launches

October

- A few months after 1st employee in Australia starts selling AdWords from her lounge room, Google opens their office in Sydney — the 2nd office after Japan in APAC.

- First local AdWords client is eBay Australia

December

- Froogle launches (rebrands to Google Shopping in 2012)

To put it in context many products only started their existence in 2002

Search queries were estimated to be under a 100 billion, well short of the over 2 Trillion searches undertaken in 2014

0

500,000,000,000

1,000,000,000,000

1,500,000,000,000

2,000,000,000,000

2,500,000,000,000

1998 2000 2007 2008 2009 2010 2011 2012 2013 2014

Google is now able to understand context

“beats headphones”

Explicit query

“beats headphones”

Explicit query

mobile User, in London on 26/3

@ 11:00am

Implicit query

How many of you remember this?

As a result Google has a wealth of information on you

Your Gender – Google Profile

Your Age – Google Profile

What sites you like – Web

History/Google Profile

Who your friends and contacts are –

Android/Gmail/Google+

Your usage patterns – Web History

Your browsing habits – Web History

Potentially what your doing –

Calendar

And if you use Google Now…….

As a result they potentially know more than you think

Google Ad Preferences

https://www.google.com/settings/u/

0/ads

Googles understanding of you

RLSA

DLSA

Youtube Retargeting

Gmail Sponsored Ads

Google+ Post Ads

And the list is growing

This has opened up a wealth of new advertising opportunities to advertisers

As an advertiser this gives you far more control over where and when your ads can be shown

This doesn’t change the fact that you need to get the basics right

Beyond just prospecting vs re-

targeting, let your customer journey

dictate your RLSA strategy.

The closer someone gets to

converting the more likely they are to

convert on a 2nd visit.

Yet the majority of your investment is

where there is much less chance of

converting, so bid modifiers will

ensure that you close the deal.

Retargeting lists for search now allow us to tailor our ads based on client behaviour

New Demographic data now gives us more insight on the audience behind search and different Clients data can vary significantly

Male

38%

Female

62%

18-24

4% 25-34

12%

35-44

14%

45-54

18%

55-64

26%

65 or

more

26%

18-24

19%

25-34

12%

35-44

22%

45-54

19%

55-64

20%

65 or

more

8%Male

54%

Female

46%

CLIENT X

CLIENT Y

Ultimately its all about getting the right message, to the right person, at the right time, in the right place

So what does the future look like?

Closer integration between search and other media

From simple integrations:

• Google Comparison products such

as Flights, Hotels and Insurance

• Google Maps/Waze (acquired

June 2013) integration

• Google Shopping Express

To the more complex

• Self Driving Cars

• The Internet of things

Integration with new products and innovations (…maybe)

There answer is now but we may well

review the way we manage our

accounts

As an advertiser these are exciting

times, ones we should embrace –

and one that if we manage correctly

has huge opportunities for us

Does this mean there is a limited lifespan for keywords as we know it