Winning the moments that matter with
Google’s new product features
February 2016
Karen Carbonez
Proprietary + Confidential
Agenda
Today’s multi-screen, multi-channel world
How to take advantage of both online and offline audience signals with Google’s
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
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Proprietary + Confidential
Today’s multi-screen, multi-channel
world
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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
$
Visits
Conversions
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With device proliferation, the path to purchase has
changed
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65%
OF DECISIONS
START ON MOBILE
& END
SOMEWHERE ELSE
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eratStudy
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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
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When they decide to make a
purchase, they mainly do so on just
one device or through offline
channels
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Providing consumers with relevant information
leads them to take action
66%
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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:
Source:
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Ipsos
ipsum
Moments
dolor sitthat
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EMEA, June
elit. 2015,
Duis non
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erat sem
These actions happen both online and offline
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Out of the 66% of consumers that took action after viewing a relevant message to them
34%
Continue researching product/service
33%
Visit a store to do further research
16%
Purchase from the company
6%
Tell others about the company
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adipiscing
new Multiscreen
elit. Duis non
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sem
The key to staying relevant is to make the most out
of both online and offline audience signals
1
2
Capture
demand in an
automated way
through
Dynamic Search
Ads
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3
Get the most out
of that demand
through adequate
remarketing
strategies
Measure the full
value of your
online marketing
strategy: both
online and offline
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Capturing demand
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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
Dynamic Search Ads enable you to capture demand
in an automated way
1) Specify pages of your website you want to target, daily
budget, and ad template
4) We dynamically generate an ad headline and
destination URL
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2) User types a query
3) If no exact keyword is eligible, we find the page that
best matches the query on your website
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The DSA algorithm has tremendously been improved
over the last years
The algorithm automatically suggests ad categories
to target and recommends a bid
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●
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.
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Benefits of Dynamic Search Ads
DSA generates incremental
clicks with positive or
similar ROI.
Efficient
No need to pause / create
ads based on available
inventory on the website,
seasonality or demand.
Time saving
DSA works with all bidding
strategies, ad extensions,
and gives full
transparency and control.
Customizable
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On average 79% of DSA traffic is incremental and
performance also increases with higher DSA adoption
Performance metric
DSA Crawlers
DSA Walkers
DSA Runners
Ave % DSA traffic/SEM
<2%
12%
29%
% DSA traffic uplift
+2%
+14%
+49%
% DSA CPC change
-54%
-34%
-36%
% DSA CTR change
+6%
+26%
+40%
Google internal data, benchmarks as of January 2016
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Vueling CPA drops by 22% with new DSA Categories
Goals
Achieve incremental flight bookings at efficient CPA
Take advantage of new automation features that enable scalability
Approach
Started using the new Dynamic Search Ads categories
Added the new categories that DSA suggested and created different
Adgroups for each
Paused the old DSA Adgroups
Focus on the Spanish market, where DSA campaign was strongest
“
The new DSA categories allow us to be “always on” for
new queries, so that you never miss an opportunity to
show your ads. These campaigns are very important not
only to capture long tail keywords but also, to sell long tail
products.
Montse Suárez - SEM Specialist at Vueling
Dynamic Search Ads delivered:
40%
increase in conversion rate
20%
decrease in CPA
13.7%
increase in total flights booked
”
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Remarketing strategies
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The Audience revolution in
Search:
Fundamentally changing how we engage with our customers
Remarketing Lists
for Search Ads
2013
RLSA in
Shopping
2014
RLSA in
Doubleclick
2015
Google
Analytics
with RLSA
Customer
Match
2016
??
??
???
2017
*beta
Auction bidding has traditionally been
contextual
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But audience data can dramatically change
things
Bidding up
Bidding down
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Audience signals
consist of two types
of data
1. Website Data
2. Business Data (CRM)
Use website data by tagging your whole site and
integrating custom information from your site
Tag
Tag
Custom 1
Custom 2
Custom 3
Custom 4
Custom 5
Login 1
Tag
Tag
Custom 1
Custom 2
Custom 3
Custom 4
Custom 5
Login 1
Tag
Tag
Custom 1
Custom 2
Custom 3
Custom 4
Custom 5
Login 1
Tag
Tag
Custom 1
Custom 2
Custom 3
Custom 4
Custom 5
Login 1
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Tag
Tag
Custom 1
Custom 2
Custom 3
Custom 4
Custom 5
Login 1
Use Customer Match to easily integrate
CRM data in your remarketing strategies
With Customer Match, your online and offline data is
used to reach your customers on any device and
across mindsets on Search, YouTube and Gmail
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How Customer Match works
Upload first-party data in AdWords as an
audience list
Lists are uploaded via a privacy-safe, hashed method
AdWords matches your email addresses to
Google accounts
Once we create your audience list, we discard all data
You target or exclude your new audience list
across devices and channels
Improve reach of your Search, Gmail and YouTube campaigns
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Brandin
Branding: Target Prospects Only
g
Strategy:
Full Reachable Audience
Exclude known users to target only prospects
Exclude
Properties:
Search | YouTube | Gmail
Setup:
-
Create an “All Email addresses” list
Add list as a “negative” to branded campaign(s)
Prospect
Audience
?
?
Known
Users
?
Targetable
Audience
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Performanc
Branding:
e
Behavior
Customer Buying
Strategy:
Group users based on their buying behavior, number of
orders, order value and/or based on order type.
Properties:
Search | YouTube | Gmail
Setup:
-
Segment all email addresses for users booking
specific types of trips (eg. by transportation)
Set up a “target & bid” campaign for tailored
messaging
Search Query:
“Holiday 2016”
How to maximize the performance of any Search
Audience?
5
2
1
Expand to new auctions to increase
relevant traffic
Segment user buckets to personalise experience or
improve performance
4
3
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$
Manage your bids based on campaign performance
Scale audience data across every campaign
Target all relevant users
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Online to Offline strategies
The current retail reality in Netherlands
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96%
Of retail sales
happen in stores
Source: Emarketer - Dec 2015 - Excluded travel - Food
Source: Google and Ipsos. “Our Mobile Planet: Understanding
the Mobile Consumer.” May 2012.
But there has been a significant shift in footfall and
the value of each store visit
Footfall down by
55%
from 2010 to 2014
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Value of each
store visit
x2
from 2010 to 2014
Source: Google and Ipsos. “Our Mobile Planet: Understanding
the Mobile Consumer.” May 2012.
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1999
This is due to a shift in the research journey
Online
Store
2015
Research Journey
Purchase
Online
Store
Source: Google and Ipsos. “Our Mobile Planet: Understanding
the Mobile Consumer.” May 2012.
Measuring the offline impact of your online spend
can be done in Adwords through store visits
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Introducing store visits reporting: New reporting on how online ads lead to store visits
will help to measure the full value of your online ads
Customer clicks on AdWords
search ad on computer, tablet
or mobile device
Customer visits
store
Store visit reported
How do we measure store visits? Comprehensive
signals plus live validation
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Requirements for Store Visits beta
●
Google My Business account must be verified
●
Have Location Extensions active
●
Have a significant amount of Search clicks in each account (100K+ clicks over the
past 30 days)
●
> 30 locations listed in Google My Business
●
Large physical footprints
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What can Store Visits help you understand?
Value of your Google investment
Investment
Store Visits
Value of your mobile investment
ROAS
CHI
SF
Apparel
$30K
1,000
5:1
Shoes
$35K
700
3:1
Electronics
$100K
10,000
7:1
Category-level performance
NY
C
AU
S
(planned) Geo-level insights
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Recap
Today’s 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
Proprietary + Confidential
Proprietary + Confidential
Thank you!
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