Winning the moments that matter with Googles new product features February 2016 Karen Carbonez Proprietary + Confidential Todays multi-screen, multi-channel world How to take advantage of both online and offline audience signals with Googles products 1.Capture demand in an automated way through Dynamic Search Ads 2.Make the most out of that demand with adequate remarketing strategies 3.Measure the full value of your online strategy through online to store measurement Agenda Proprietary + Confidential Todays multi-screen, multi-channel world Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential The path to purchase used to be simple Consumers have just one device and only interact with your website on that device When they decide to make a purchase, they do it on that same device $ VisitsConversions Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential With device proliferation, the path to purchase has changed 65%65% OF DECISIONS START ON MOBILE & END SOMEWHERE ELSE Source: The new Multiscreen World StudyMultiscreen World Study Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential The online and offline worlds are now increasingly intertwined Consumers have many devices and can interact with your site(s) on all devices before purchasing When they decide to make a purchase, they mainly do so on just one device or through offline channels Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Providing consumers with relevant information leads them to take action Source: Ipsos Moments that Matter Research EMEA, June 2015, Netherlands 66% of online consumers have taken action after seeing a message from a company (e.g., online ad, video or website content), that is relevant to them Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential These actions happen both online and offline Source: The new Multiscreen World StudyMultiscreen World Study Continue researching product/service 34% Visit a store to do further research 33% Purchase from the company 16% Tell others about the company 6% Out of the 66% of consumers that took action after viewing a relevant message to them Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential The key to staying relevant is to make the most out of both online and offline audience signals Capture demand in an automated way through Dynamic Search Ads Get the most out of that demand through adequate remarketing strategies Measure the full value of your online marketing strategy: both online and offline 123 Proprietary + Confidential Capturing demand Proprietary + Confidential 15% of queries on google.com are new every day Even well managed keyword accounts can miss valuable traffic but Dynamic Search Ads will make sure you cover relevant user queries Proprietary + Confidential 1) Specify pages of your website you want to target, daily budget, and ad template 3) If no exact keyword is eligible, we find the page that best matches the query on your website 2) User types a query 4) We dynamically generate an ad headline and destination URL Dynamic Search Ads enable you to capture demand in an automated way Proprietary + Confidential The DSA algorithm has tremendously been improved over the last years Proprietary + Confidential The algorithm automatically suggests ad categories to target and recommends a bid More simplicity - with a more intuitive campaign creation workflow for selecting targeting options and creating ads in context Better targeting - with category targets grouped for tailored bids, ads, and share of traffic More Transparency - with a single click for your categories recommended bids, example queries and sample landing pages. Proprietary + Confidential Benefits of Dynamic Search Ads No need to pause / create ads based on available inventory on the website, seasonality or demand. DSA works with all bidding strategies, ad extensions, and gives full transparency and control. DSA generates incremental clicks with positive or similar ROI. Time savingEfficientCustomizable Proprietary + Confidential DSA Crawlers DSA WalkersDSA Runners Performance metric 12% +14% -34% +26% Ave % DSA traffic/SEM % DSA traffic uplift % DSA CPC change % DSA CTR change On average 79% of DSA traffic is incremental and performance also increases with higher DSA adoption 29% +49% -36% +40% Google internal data, benchmarks as of January 2016 30 locations listed in Google My Business Large physical footprints Proprietary + Confidential What can Store Visits help you understand? Category-level performance Value of your Google investmentValue of your mobile investment (planned) Geo-level insights InvestmentStore VisitsROAS Apparel$30K1,0005:1 Shoes$35K7003:1 Electronics$100K10,0007:1 SF CHI NY C AU S Proprietary + Confidential Todays multi-screen, multi-channel world makes it increasingly difficult to stay relevant We have a range of products that will help you reach customers at the right time and with the right message and now also make it possible for you to measure the offline effects of your digital marketing efforts 1.Capture demand in an automated way through Dynamic Search Ads 2.Make the most out of that demand with adequate remarketing strategies 3.Measure the full value of your online strategy through online to store measurement Recap Proprietary + Confidential Thank you!