Winning the moments that matter with Google’s new product ... · Dynamic Search Ads Get the most out of that demand through adequate remarketing strategies Measure the full value

Winning the moments that matter with

Google’s new product features

February 2016

Karen Carbonez

Proprietary + ConfidentialProprietary + Confidential

Proprietary + Confidential

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

Agenda



Today’s multi-screen, multi-channel

world

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


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



With device proliferation, the path to purchase has

changed

65%OF DECISIONS

START ON MOBILE

& END

SOMEWHERE ELSE

Source: The new Multiscreen World Study

https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html



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



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



These actions happen both online and offline

Source: The new Multiscreen World Study

Continue researching product/service34%

Visit a store to do further research33%

Purchase from the company16%

Tell others about the company6%

Out of the 66% of consumers that took action after viewing a relevant message to them

https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html



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

1 2 3



Capturing demand


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


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


The DSA algorithm has tremendously been improved

over the last years


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.


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 savingEfficient Customizable


DSA Crawlers DSA Walkers DSA RunnersPerformance 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

<2%

+2%

-54%

+6%


Vueling CPA drops by 22% with new DSA Categories

Approach

- Achieve incremental flight bookings at efficient CPA

- Take advantage of new automation features that enable scalability

- 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

Goals

20%decrease in CPA

40%increase in conversion rate

13.7%increase in total flights booked

Dynamic Search Ads delivered:

“

”

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


Remarketing strategies


The Audience revolution in

Search:Fundamentally changing how we engage with our customers

Remarketing Lists

for Search Ads

Google

Analytics

with RLSA

Customer

Match

2013 2014 2015 2016 2017

*beta

?? ??

???

RLSA in

Shopping

RLSA in

Doubleclick


Auction bidding has traditionally been

contextual


Bidding up Bidding down

But audience data can dramatically change

things


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 Tag Tag Tag

Custom 1

Custom 2

Custom 3

Custom 4

Custom 5

Login 1

Custom 1

Custom 2

Custom 3

Custom 4

Custom 5

Login 1

Custom 1

Custom 2

Custom 3

Custom 4

Custom 5

Login 1

Custom 1

Custom 2

Custom 3

Custom 4

Custom 5

Login 1

Custom 1

Custom 2

Custom 3

Custom 4

Custom 5

Login 1

Tag Tag Tag Tag Tag


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


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


Branding: Target Prospects Only

Strategy:

Exclude known users to target only prospects

Properties:

Search | YouTube | Gmail

Setup:

- Create an “All Email addresses” list

- Add list as a “negative” to branded campaign(s)

Brandin

g

Prospect

Audience

Known

Users

Exclude

Full Reachable Audience

Targetable

Audience

? ? ?


Branding: Customer Buying

BehaviorStrategy:

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

Performanc

e

Search Query:

“Holiday 2016”


1 Target all relevant users

2 Scale audience data across every campaign

3 $ Manage your bids based on campaign performance

4 Segment user buckets to personalise experience or

improve performance

5Expand to new auctions to increase

relevant traffic

How to maximize the performance of any Search

Audience?


Online to Offline strategies


Source: Google and Ipsos. “Our Mobile Planet: Understanding

the Mobile Consumer.” May 2012.

96%Of retail sales

happen in stores

Source: Emarketer - Dec 2015 - Excluded travel - Food

included

The current retail reality in Netherlands


But there has been a significant shift in footfall and

the value of each store visit



Value of each

store visit

x2from 2010 to 2014

Footfall down by

55%from 2010 to 2014


This is due to a shift in the research journey



1999

2015

Research Journey Purchase

Online Store

Online Store


Measuring the offline impact of your online spend

can be done in Adwords through store visits

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


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


What can Store Visits help you understand?

Category-level performance

Value of your Google investment Value of your mobile investment

(planned) Geo-level insights

Investment Store Visits ROAS

Apparel $30K 1,000 5:1

Shoes $35K 700 3:1

Electronics $100K 10,000 7:1

SFCHI

NY

C

AU

S



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

Recap



Thank you!

Documents

Winning the moments that matter with Google’s new product ... · Dynamic Search Ads Get the most out of that demand through adequate remarketing strategies Measure the full value