4Ps Google Breakfast Briefing

Google Confidential and Proprietary Google Confidential and Proprietary

Evolve with GoogleOctober 2014

Aude-Marie Sakiman - Online Marketing Consultant UK - Agencies [email protected]

CONTENTS● Introduction● Analytics● Break● Unlocking the brand awareness potential● Meetup


IntroductionOctober 2014


“LIVE IN THE FUTURE, THEN BUILD WHAT’S MISSING”-paul buchheit

BeFirst to theFUTURE

Think to the FUTURE whilst changing the

present

ADAPTATION

Shane Nolan

http://www.youtube.com/watch?v=Lv-sY_z8MNs

FAST, UNPREDICTABLE CHANGEis an absolute certainty

THE WORLD

is changing

PEOPLE

are changing

TECHNOLOGY

is changing


THE WORLD

is changing

PEOPLE

are changing

TECHNOLOGY

is changing

THE NEXT 5BN

Source: (1) eMarketer, Nov 2013; (2) Eric Schmidt estimate*

[100% of Global Population]

Internet Population

Global Population

2014

[39% of Global Population]

2.8 BN

7.2 BN

2020

8 BN

*8 BN

8 BN

2005 2014

ACCESSIBILITY OF DEVICESWill drive growth

ACCESSIBILITY OF DEVICESWill drive growth

£59 Phone £53 Tablet Project Loon, Titan

Wifi Everywhere

“Project Loon Video

http://www.youtube.com/watch?v=LNCFc00oejE


THE WORLD

is changing

PEOPLE

are changing

TECHNOLOGY

is changing

ENTERING A NEW WORLDOf Six Screens (yes, six!)

[MOBILE]

e.g. Project Ara

[TABLET]

e.g. Senseg

[DESKTOP]

e.g. Flutter

[IN-CAR]

e.g. HUDWindscreens

[TV]

e.g. Chromecast

e.g. Samsung Gear, Google

Glass, Contact lens, Android SDK

[WEARABLE]

http://www.youtube.com/watch?v=QrqZl2QIz0c


THE WORLD

is changing

PEOPLE

are changing

TECHNOLOGY

is changing

WITH A NEW BREEDof consumer

30%Of Google

searches are mobile (1)

[INFORMATION] MORE ACCESS

12BnOnline videos are watched

every month (2)

[ENTERTAINMENT]MORE CHOICE

Of all 2013 Christmas

shopping in the UK was online (3)

[SHOPPING] MUCH MORE ONLINE

28%

Source: (1) ComScore, Jan 2013; (2) ComScore, Aug 2013; (3) Core Media, Feb 2014


30%Of Google




every month (2)





28%


Source: TNS/Google Global Connected Consumer Survey 2014

63% of UK consumers say they watch TV and use the Internet in parallel

MOBILE

16% of UK adults live in a home that has at least one mobile phone but no landline phone

Source: ‘The Communications Market 2014’, Ofcom, via Mobile Operators Association (http://www.mobilemastinfo.com/stats-and-facts/)

91% of UK consumers aged 25-34 have a smartphone

UK average is 72%

Source: Mintel Digital Trends (Summer) - UK - June 2014

39% of UK smartphone owners use their smartphones to buy goods

Source: Google, via The Telegraph (http://www.telegraph.co.uk/technology/news/10693221/UK-consumers-buy-more-via-smartphone-than-rest-of-Europe.html), March 2014; Google’s Our Mobile Planet (2013 stats)Image source: http://farm9.staticflickr.com/8288/7546974252_a6e3f47019_o.jpg

32% of UK

smartphone owners use their smartphones to

buy goodsat least one a

month

http://www.telegraph.co.uk/technology/news/10693221/UK-consumers-buy-more-via-smartphone-than-rest-of-Europe.html

69% of UK consumers use their smartphones to go online every day

Source: TNS/Google Global Connected Consumer Survey 2014Image source: http://farm6.staticflickr.com/5041/5305466633_756193f8ba_o.jpg

Source: Deloitte Digital via eConsultancy (https://econsultancy.com/blog/64060-mobile-influenced-18bn-of-uk-retail-sales-in-2013#i.1hstn0014hsdqu)Image source: http://images.cdn.fotopedia.com/flickr-3537693467-hd.jpg

7% of in-store retail sales in the UK in 2013 (equivalent to £18bn) were influenced by smartphonesThis is 45% higher than 2012

Source: eConsultancy Mobile Commerce Compendium - https://econsultancy.com/blog/64511-32-of-uk-consumers-make-purchases-on-a-smartphone-stats#i.1hstn0014hsdquImage source: http://farm6.staticflickr.com/5334/9068547531_8837da491b_b.jpg

57%of smartphone owners have used their device to search for information while out shopping

Of these, 63% compared prices with another retailer, while 42% looked for a discount voucher online

Source: IMRG/Capgemini e-retail index results (http://www.imrg.org/index.php?catalog=682)Image source: http://upload.wikimedia.org/wikipedia/commons/a/a1/Cabot_circus_shopping_centre_in_bristol_arp.jpg

32% of all online sales in UK in Q4 2013 were closed on a smartphone or tablet

TABLET

TECHNOLOGICAL ADVANCESNever cease to surprise us

28%of 3-4 year olds

use a tablet

Source: Ofcom, Oct 2013

Source: Mintel Digital Trends (Summer) – UK – June 2014.Image source: http://farm5.staticflickr.com/4049/4490601295_72647fa762_o.jpg

51% of UK homes have at least one tablet device


30%Of Google




every month (2)





28%


Shopping

Source: TNS/Google Global Connected Consumer Survey 2014Image source: http://upload.wikimedia.org/wikipedia/commons/7/75/Colourful_shopping_carts.jpg

77% of UK internet users purchase things online at least once per month


Source: MIntel Digital Trends (Summer) - UK - June 2014

29% of 25-34s in the UK use five or more different devices to go online

Source: MoPowered, via Mobify (http://resources.mobify.com/50-mobile-commerce-stats.html)

30% of mobile shoppers abandon a transaction if the experience is not optimised for mobile


Source: Mintel Digital Trends (Summer) - UK - June 2014Image source: http://farm9.staticflickr.com/8216/8428091073_67184a6e28_o.jpg

45% of UK consumers have shopped online using their tablet in the last three months


30%Of Google




every month (2)





28%


VIDEO


Source: YouTube UK - Media Pack 2014Image source: http://upload.wikimedia.org/wikipedia/commons/9/96/Watching_video_films_in_the_Haifa_University_library,_the_1980s.jpg

The average UK online consumer watches

7 hours of YouTube videos every month

Source: YouTube UK Media Pack 2014Image source: http://upload.wikimedia.org/wikipedia/commons/9/97/Family_watching_television_1958.jpg

YouTube reaches

32 millionpeople in the UK every month (that’s 71% of the online population)

35%Source: GlobalWebIndex, Statista and Mashable - http://mashable.com/2013/08/05/most-used-smartphone-apps/Image source: http://farm9.staticflickr.com/8108/8583948123_685e36b5b3_o.jpg

of global smartphone users have used the YouTube app in the last month, making it the third most-used smartphone app in the world

Source: Cisco VNI Global Mobile Data Traffic Forecast 2014 - http://share.cisco.com/VNI/Image source: http://farm3.staticflickr.com/2382/2085856619_cb32633ecb_o.jpg

69%of the world’s mobile traffic will be video by 2018 (currently 53%)

ADS

Source: IAB / PwC Digital Adpsend Full Year 2013Image source: http://farm1.staticflickr.com/30/101594790_e14c49c539_o.jpg

Digital advertising in the UK accounted for

35% of all media spend in 2013, totalling £6.3 billion

Source: MIntel Digital Trends (Summer) – UK – June 2014. “Last three months” recorded April 2014Image source: http://farm1.staticflickr.com/30/101594790_e14c49c539_o.jpg

21% of UK internet users say that they have clicked on an online display ad in the last three months

Source: MIntel Digital Trends (Summer) – UK – June 2014. “Last three months” recorded April 2014Image source: http://farm1.staticflickr.com/30/101594790_e14c49c539_o.jpg

17% of UK internet users say that they have clicked on an ad that was based on their browsing history in the last three months

Source: Mintel Digital Trends (Summer) – UK – June 2014. “Last three months” recorded April 2014. The base for this figure is all UK consumers that clicked on an online ad in the last three months. Of this base, 52% have, within the last three months, bought something that resulted from an online ad click.Image source: http://upload.wikimedia.org/wikipedia/commons/7/75/Colourful_shopping_carts.jpg

52% of UK internet users who clicked on an online ad in the last three months bought something as a result of an ad click

Source: Mintel Digital Trends (Summer) – UK – June 2014. “Last three months” recorded April 2014. “UK internet ad-clickers” are anyone that clicked on an online ad in the last three months.Image source: http://upload.wikimedia.org/wikipedia/commons/7/75/Colourful_shopping_carts.jpg

31% of UK internet ad-clickers have bought something after clicking a remarketing ad in the last three months

Source: Mintel Digital Trends (Summer) – UK – June 2014. “Last three months” recorded April 2014. “UK internet ad-clickers” are anyone that clicked on an online ad in the last three months.Image source: http://upload.wikimedia.org/wikipedia/commons/7/75/Colourful_shopping_carts.jpg

24% of UK internet ad-clickers have bought something after clicking a video ad in the last three months

THINK INSIGHTSgoogle.com/think

one stop shop forconsumer insights,marketing trends &industry data

TOP CHARTSgoogle.com/trends/topcharts

lists of real-world people,

places and things ranked

in order of search

interest

CONSUMER SURVEYSg.co/consumersurveys

quick responses to

questions on consumer

attitudes, brand

perception & purchaseintent

GOOGLE TRENDSgoogle.com/trends

comparative search

share, consumer

behavior patterns

YOUTUBE TRENDSyoutube.com/trendsmap

rising videos and real-

time trends on YouTube

WILDFIRE MONITORmonitor.wildfireapp.com

track social growth of

brand/competition,

discover top Facebook

pages & Twitter users

PLANNING TOOLSgoogle.com/think/planningtools

Consumer Barometer,

Our Mobile Planet,

Databoard

PUBLIC DATAgoogle.com/publicdata

visualize public trending

data across a variety of

metrics, geos &

demographics“

GOOGLE SUGGESTgoogle.com

uncover attributes most

associated with brand/

category

KEYWORD PLANNERadwords.google.com/keywordplanner

find keyword ideas, get

performance estimates,

explore related search

behavior“

TURN BILLIONSOF INTENTIONSINTO INSIGHTSSearch queries are direct expressions of the consumer psyche.

Our tools help aggregate, analyze and understand this massivelibrary of human intentions and perceptions, in real time.

PDF to share with clients here & Instructions here.

Internal & External Trix here at go/insighttools & go/i4b tool

GOOGLE CORRELATEgoogle.com/trends/correlate

Identify search patterns

that statistically correlate

with your brand/category

- based on time/location

ZEITGEISTgoogle.com/zeitgeist

explore what captured the world’s attention in past years

http://google.com/think

http://google.com/think

http://google.com/trends/topcharts

http://google.com/trends/topcharts

http://g.co/consumersurveys

http://g.co/consumersurveys

http://google.com/trends

http://google.com/trends

http://youtube.com/trendsmap

http://youtube.com/trendsmap

http://www.thinkwithgoogle.com/tools/




http://google.com/publicdata

http://google.com/publicdata

http://google.com

http://google.com

http://adwords.google.com/%20keywordplanner




https://docs.google.com/a/google.com/file/d/0B12dd5qYzltCRml0ZkRROTZwRFE/edit

https://docs.google.com/a/google.com/document/d/1_OZe8CmJj9HfN1iqFbEwoX0CGZDa6RlIvgVBuSzSNXQ/edit

https://docs.google.com/a/google.com/spreadsheets/d/1GQgLaj0EAXUTNqbpFYEcyr6xsVzZrByJ58ZjC8xZxOA/edit#gid=0

https://i4b.googlegoro.com/index.html

https://docs.google.com/a/google.com/spreadsheets/d/1GQgLaj0EAXUTNqbpFYEcyr6xsVzZrByJ58ZjC8xZxOA/edit#gid=0

http://google.com/trends/correlate

http://google.com/trends/correlate

http://google.com/zeitgeist

http://google.com/zeitgeist

BeFirst to theFUTUREThank you



AnalyticsOctober 2014

Matt Stannard, Head of Analytics and Tech for 4Ps Marketing

4Ps MarketingEvolution or Extinction:Survive and Thrive with New Google Analytics Features

Hello!I am Matt Stannard, Head of Analytics and Tech for 4Ps Marketing.

GAIQ qualified and member of the DAA.

Strong development background from the days when we didn’t have jQuery.

Passionate about Google Analytics (I could talk about this all day……)

Follow me:

Twitter: @mattstannardG+ : https://plus.google.com/+MattStannard

About 4Ps Marketing

Employees 60+

Search Turnover £6 million+

Clients 60+

HQ London

Web www.4psmarketing.com

Twitter http://twitter.com/4psmarketing

Email [email protected]

mailto:[email protected]


Experience

This Sessions ObjectivesI want you to leave this session today:

• Understanding Why Universal

• Knowing Custom Dimensions and Metrics are Awesome

• Understanding a customers “touch points” are key with Cross Device measurement

• Seeing that tracking isn’t just about a website

• Understanding that demographics can help us contextualise

• Be excited about the future, we’ve come a long way!

Evolution and Extinction:Why Universal?

1996 Hit Counters began to appear on web pages

A History of Analytics1990 World Wide Web Invented

1993 Web trends packages emerge

A History of Analytics1997 Javascript Tagging Begins

2005 – Google Analytics is born (from Urchin)

A History of Analytics2007 – 2014 - Google Analytics

A History of Analytics2014 – Universal Analytics out of Beta

Google recognised that Analytics is no longer only about Sessions is about Users – Real People.

Universal Analytics provides a tool which tracks users.

It can track both on and offline and allows us to record information that relate to our business – it’s not just about pageviews.

Why Universal?

Universal Analytics extends the feature set allowing us to:

• Define Custom Dimensions and Metrics

• Track Users across devices (using User-Id)

• Integrate Offline Sources (through the Measurement Protocol)

• Give us Demographics

• Access to other features (such as Enhanced Ecommerce)

Evolution and Extinction:Custom Dimensions / Metrics

Definition

Dimensions : Describe Data“A dimension is a descriptive attribute or characteristic of an object that can be given different values.”

Metrics : Measure Data“Metrics are individual elements of a dimension that can be measured as a sum or a ratio.” – all metrics are numbers, all numbers are not metrics.

What If…

The standard set of Dimensions with Google Analytics is finite.

Custom Dimensions allow us to extend the information Google Analytics collects.

You wanted to capture Departure Airport as a Dimension?

Built in Search?

GA already includes a built in Search but using Custom Dimensions and Metrics allows us to refine how users use elements of our site to give us greater insights.

Dimensions:Country, Resort, Airport, Date

Metrics:Nights, People

What does this give us?Google Analytics Dashboard

Immediate feedback through a Dashboard in a language our Stakeholders understand!

Collecting Data1. SetupCustom Dimensions and Metrics are defined at a Property Level within Google Analytics.

2. Track• As part of a send / set command

• Through GTM (Google Tag Manager)

We have Hit ScopeHitRelates to the specific hit sent to Google Analytics.

Product InformationSent with Event Hit

We have Session ScopeSessionRelates to all hits within a Session (even those before the CD was set).

Weather set at Session Level on Entry – applied to all pages views

We have User Scope UserRelates to the all hits sent within that Session and future Sessions by the same User. There are limitations with cookies and devices

Dimensions set at User level on Purchase

Who has a blog?

AuthorArticle LengthCategoryDate Published

Liz and Sally

Summary

• We can define our own Custom Dimensions and Metrics (20

Free, 200 Premium) to compliment those built in.

• These are configured through GA and tracked either using the

code or GTM.

• Custom Dimensions allow us to record data in a language

relevant to key stakeholders in our business.

Evolution and Extinction:Demographics

Demographics

Who is a better donor – men or women?

Performance

Men responsible for more donations

Women’s donations tend to be for larger amounts

Configuring GA1. SetupDemographic Reporting is set at a Property Level within Google Analytics.

2. Track• Add the ga (‘require’,’displayfeatures’) to our tracking code

• Through GTM (Google Tag Manager)

Summary

• Enable in both Google Analytics User Interface and add

necessary tracking code.

• Understand limitations (not all of your users may have a

Doubleclick Cookie).

• Create and combine with existing reports, segments and

dashboards to benchmark demographics.

Evolution and Extinction:Cross Device Tracking

Introducing Cross Device TrackingIn 2013, Cisco and Sophos estimated the average user connected to the internet on 2.9 devices.

With “The Internet of Things” more of our everyday household items are becoming internet enabled and this with Classic Analytics caused a problem:

3 Sessions3 Users

Cross Device TrackingUniversal Analytics supports Cross Device Tracking so the same journey would look like:

3 Sessions

1 User

This is done by using a feature called User-Id a unique anonymous identifier.

Newsletter SignupsWhat if you have a newsletter signup? Can you track a user if they open the newsletter on their mobile?

Realtime

Access To New Reports

Access User-Id1. SetupUser-Id is a property level tracking attribute – select User-ID and agree to the policy.

Create a User-Id2. Copy Code SnippetGA will generate a code snippet, your website needs to populate the {{USER_ID}} parameter.

Session Unification allows us to associate hits a user may have when they are not signed in with the User-Id if they sign in during that Session.

Create a User-Id view

3. Create a User-Id View

Cross device measurement requires a new view. This view ONLY

INCLUDES DATA WHERE A USER-ID IS PRESENT.

Create a User-Id view

Our Example1. Database (Simple CRM)We created a simple database to store e-mail address and a unique ID.

2. Form SubmittedWhen the form is submitted we lookup the e-mail address and add or return its ID and execute (where 1 is the User-Id)

ga(‘set’, ‘&uid’, ‘1’); 3. Link contains User-Id in URLOur e-mail link contains the User-Id as the tid parameter, this is then read and set:

ga(‘set’, ‘&uid’, ‘1’);

Summary : Cross Device

• Uses its own special view- Remember it only includes hits with a User-Id so may be a smaller subset

• Requires User-Id (privacy implications).- Cannot store personally identifiable data in GA.

• Consider how a user will identify themselves and how you will issue a Unique Id (CRM, ID Broker / Other)

• Plan – be clear to involve all necessary stakeholders, especially developers.

Evolution and Extinction:Offline Tracking

Offline Tracking

As well as sending data to Google Analytics through analytics.js you are also able to use the Measurement Protocol.

The Measurement Protocol defines a set of rules for sending data to analytics from pretty much any internet connected device using http / https requests.

This could be using:

• Excel / Google Docs (See who opens your documents!)• Other platforms (such as Twitter) through their API• From RFID / NFC or iBeacons• A CRM tool to log key offline interactions

Tracking TwitterThis example shows we can use Analytics to track anyone using the #Evolve_GA hash tag.

I am really excited to be speaking at

#Evolve_GA

Twitter Streaming API fires Measurement Protocol Requests

http://www.google-analytics.com/collect?payload_data&z=123456

Loyalty CardsConsider…

Eric is a customer of Starcups Coffee inc, and he has a loyalty band.

We email Eric to inform him that we have released a new coffee. This takes him to a web page: Link contains User-Id in URL

Our link contains Erics unique Client ID:

http://apps.4psmarketing.com/evolvega/coffee.php?cid=0010184609&utm_medium=email&utm_source=crm

How?Eric comes in store and purchases using his RFID band this contains the same Client Id which we use to track the purchase.

User-Id http://www.google-analytics.com/collect?payload_data&z=123456

ID&C

Summary : Offline Tracking• Planning is key

- Are your “offline” devices internet enabled?

• Do I have a way of identifying the user?

- RFID has a unique ID built in

- CRM allows me to lookup data and return an ID

• Plan – be clear to involve all necessary stakeholders, especially

developers.

Evolution and Extinction:The Past and the Future

The PastThe Past

Personally – I think we may have seen the extinction of purely looking at Sessions.

The Future

Not Big Data but Smart Data – Google Analytics has empowered us to begin integrating all sources of user data into one package.

Measurement Planning is key and looking beyond the Web is exciting.

The Happiness IndexWe are measuring Happiness of our Staff and Clients

Evolution and Extinction:Measurement Planning

Silos

Measurement Planning

Evolution and Extinction:Key Takeouts

Why Universal?My Key Takeouts For You Are:

• Define your Custom Dimensions and Metrics- Blogs think Author, Publish Date, Article Type- Ecommerce – Page Type, Product, Brand (or use EE).

• Do you need to Track Users across devices?- If Yes - how can you integrate a User-Id- Create the User-Id view

• Integrate Offline Sources- Discuss the Measurement Protocol with your developers.

• Embrace Demographics but contextualise with real data.

• Enjoy and be creative!

References4Ps Marketinghttp://www.4psmarketing.com/

The Happiness Indexhttp://the-happiness-index.com/

Measuring Twitter with Universal Analyticshttp://analytics.blogspot.co.uk/2013/10/measuring-twitter-with-universal.html

IDC Bandshttp://www.idcband.co.uk/

Measurement Protocolhttps://developers.google.com/analytics/devguides/collection/protocol/v1/

http://www.4psmarketing.com/?utm_source=Evolve_GA_Powerpoint&utm_medium=event&utm_campaign=EvolveGA

http://www.4psmarketing.com/?utm_source=Evolve_GA_Powerpoint&utm_medium=event&utm_campaign=EvolveGA

http://the-happiness-index.com/?utm_source=Evolve_GA_Powerpoint&utm_medium=event&utm_campaign=EvolveGA

http://the-happiness-index.com/?utm_source=Evolve_GA_Powerpoint&utm_medium=event&utm_campaign=EvolveGA

http://analytics.blogspot.co.uk/2013/10/measuring-twitter-with-universal.html



http://www.idcband.co.uk/?utm_source=Evolve_GA_Powerpoint&utm_medium=event&utm_campaign=EvolveGA

http://www.idcband.co.uk/?utm_source=Evolve_GA_Powerpoint&utm_medium=event&utm_campaign=EvolveGA

https://developers.google.com/analytics/devguides/collection/protocol/v1/



Please speak to your account manager or email

[email protected]

Want To Know More?



Evolution and Extinction:THANK YOU!


Unlocking the Brand awareness potential October 2014

-Aude-Marie Sakiman - Online Marketing Consultant UK - Agencies [email protected]

-Caroline Fischer - Brand Display Product Expert NACE

-Paddy Collins - UK Industry Manager, Agency (YouTube)


Agenda:

-The challenge for marketers-Display-YouTube


The challenges for marketers


The online opportunity


10.4 sources before purchasing, 2x the number consulted

just one year before

Consumers consult an average of

Access to information has changed our purchase process...

Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, April 2011




Search“how to find a lawyer”

ReadNews article for advice on finding a lawyer

Emailfriend for lawyer advice

VisitLawyer directory site to read reviews and compare

Search“lawyer firm in sacramento”

VisitLaw firm site

Conversion

Making the path to conversion more complex









The challenges for marketers-Caroline Fischer - Brand Display Product Expert NACE

Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential & Proprietary

Google Display Solutions

PlacementDemographics

Awareness

Similar AudiencesKeyword Contextual Targeting

Affinity Segments

SNDS/DSK

In-Market

Dynamic & Static Remarketing

Topic Targeting

Expected CPA

Influence consideration

Drive sales

Business Awareness

Influence consideration

Advocacy

vThe Importance of Display Advertising

VS5% 95%

5% of users’ time is spent actively searching vs

95% browsing content Source:Online Publishers Association (OPA). “Internet Activity Index (IAI). ” http://www.online-publishers.org/page.php/prmID/421comScore%20online%20panel.Aug. 2010.

Google Confidential and Proprietary

2M+ publishers 65% of comScore’s top 200 sites

94% of internet users worldwide 300B+ impressions per day

vThe Google Display Network


54% of Display Ads are never seen - don’t waste your budget

Viewable CPM

54% of Display Ads are never seenComScore 2014

http://www.comscore.com/Insights/Blog/vCE_Audience_Viewability_Benchmarks_Reinforce_Message_Normal_is_a_Relative_Term



v

Text Ads Image Ads Rich Media Ads

vCPM

Display Formats


On screenPay for impression

Not on screenDo not pay for impression

vOnly pay when your ad is viewable, not just served

*Example CPMs intended to be illustrative **46% viewability based on Feb’14 comScore study

Others Google

CPM

$2.00% viewable impressions

46%Viewable CPM

$4.35

CPM

$3.20% viewable impressions

100%Viewable CPM

$3.20

vBuying from other networks vs Viewable Impressions



bring the magic of your brand’s experience to life on the web

Lightbox Ads


INTERNAL: Google Confidential and Proprietary

v

Entice Qualify Engage

Allow users to decide

https://www.youtube.com/watch?v=wEnnyQiqZUw

INTERNAL: Google Confidential and ProprietaryGoogle Confidential and Proprietary

$100,000

400,000 engagements


$100,000

400,000 engagements

4,000 customers


$100,000

400,000 engagements

4,000 customers

$500,000 sales


$100,000

400,000 engagements

4,000 customers

$500,000 sales

5:1


vAllow users to decide

http://www.youtube.com/watch?v=wEnnyQiqZUw


Ready Ad Gallery Formats DCLK Studio Layouts & Custom

Quick Layouts Rich Media Layouts

No Min Spend Min Spend Applies

Same day TAT 1 - 3 week TAT

Lightbox with multiple videosVideo + ImageVideo + Maps

CatalogCollections

+Posts

Studio Layouts:Masthead in Lightbox

All RAG layouts with rich media invitation state

Custom:Custom Lightbox

LivestreamConfigurator


vOffer Instant Shopping Experiences

http://expandable-ad-demo.appspot.com/expandable-ad-demo?tag_id=d96bf8e5ab792e8db94f2cef7655ec36e6f2bfb7&height=250&width=300&xsc=AdSenseAPI&creative_toolset_config=engagement&engagement_notifier=&google_debug&prod_js=1&staging_version=

http://tpcnc.googlesyndication.com/catalogs/p?source=lightbox&id=9360587_ec4385fa_017e413d#start=0

http://www.richmediagallery.com/galleryDetail/?id=35709


vMore possibilities with video

http://expandable-ad-demo.appspot.com/expandable-ad-demo?tag_id=385a80965f28c92065c11a12131f417e7f417acb&height=250&width=300&xsc=AdSenseAPI&creative_toolset_config=expandable&engagement_notifier=&google_debug&prod_js=1

http://expandable-ad-demo.appspot.com/expandable-ad-demo?tag_id=4cbabd28191da86676234570cfaff1857c100a84&height=280&width=336&xsc=AdSenseAPI&creative_toolset_config=expandable&engagement_notifier=&google_debug&prod_js=1&staging_version=

http://www.dynamicrichmedia.com/live/amex-vampire-livestream/amex-vampire-livestream-60secs.mp4


v

Case Info and client goals● Manor is the biggest Swiss department store chain● their goal was to extend reach of print catalog into the online

world● connect online and offline world● Frontpage of Swiss newspaper for creativity

Results● 5.5M impressions● engagement rate of 3.28%● CPE of CHF 0.34● View-through-rate: 0.43%

„The lightbox catalog campaign has been very successful, both financially and for our brand. It enables us to display our products very quickly. Furthermore, we have received extremely favourable engagements with our products.”

Daniela Kleck, Head of Online Marketing Manor AG

Offer Instant Shopping Experiences - Manor Case Study

https://adwords.google.com/da/b/dabAdPreview?templateId=422&outputFormat=HTML5&width=300&height=250&visibleUrl=www.manor.ch&destinationUrl=http://www.manor.ch&isExpandable=true&irsKey=-6641279742337089536&hl=en_US&ad=35042237238&adGroup=9297516078&ocid=4539429742&s=78&sig=ACiVB_yJE_vsTK9ks49_jDQgOHyDA1aHcQ


Targeting


v

Points of Passion Active Lifestyle Travel Savvy Arts &

EntertainmentConsumer

Habits

Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers

Fashion Forward Travel Buffs 30-Minute Chefs

Reach audiences based on a holistic picture of their lifestyles, interests and needs

Affinity Audiences


v

Target people who are actively researching and intending to buy across the GDN & YT

Apparel & Accessories Gifts & OccasionsBeauty Products/Services Sports & Fitness

Bath & Body ProductsHair Care Products

Makeup & CosmeticsSkin Care Products

Spas & Beauty ServicesTanning & Sun Care

Activewear - Yoga wear, Running apparel

SwimwearShoes

LuggageOuterwear

Exercise EquipmentFitness Classes

Personal TrainingGyms & Clubs

Outdoor RecreationalSporting Goods

FlowersHoliday & Seasonal

Christmas, Halloween, Valentines DayParty Supplies

Personalised GiftsWedding Planning

In-market Audiences


v

Pre-selected premium content, easy and fast booking

Prime Packs


v

Custom publisher configuration

Multiple Premium Publishers

Single Advertiser Fixed Price CPM

Custom Brand Exchange


v

Targetable On-site Audiences From Big eCommerce Players

High Net WorthMonthly Reach: 500MM

Points of Passion: Auto, Luxury and Performance vehicle enthusiasts

Travel Savvy: Luxury travelers, Travel Buffs

TechnophilesMonthly Reach: 100MM

Tech Enthusiasts, Mobile Phone Intenders, Phones by OS/manufacturer brand, Gamers, Photography enthusiasts

Auto EnthusiastsMonthly Reach: 50MM

Passion Points: Auto enthusiasts, Motorcycle enthusiasts, Performance & Luxury, vehicle enthusiasts

Consumer Habits: Auto enthusiasts

Savvy ParentsMonthly Reach: 50MM

Consumer Habits: Bargain Hunters, Value Shoppers, Home Decor Enthusiasts

Arts & Entertainment: Family Movie fans, Comedy movie fans, Family Television movie fansExclusive Access to Premium eCommerce Publisher in-Market Audiences

Audience Prime Packs


Performance display targeting comparisonSearch Network with

Display SelectDisplay Select

Keywords (Beta) Display Remarketing Similar Audiences In-Market Audiences Keyword Contextual Targeting

What

Expand existing Search campaigns to show on the Google Display Network.

Show ads related to your keywords, to people who are more likely to be interested in your offerings.

Show ads to users after they’ve engaged with your site.

Shows ads to consumers who are similar to your best site visitors.

Show ads to users who have intent to buy products or services you offer.

Show ads to users who have visited sites related to your keywords.

When to Use

Campaigns that perform well on search and can support a combined budget for search and display. A great option for marketers who want to free up some of their resources by allowing our technology to do the heavy lifting.

Campaigns that drive incremental conversions, while offering control over where ads are shown. A strong fit for marketers who prefer to appear on only the most relevant content that can drive conversions.

Campaigns designed to re-engage site visitors and drive them back to purchase. This targeting is often used to help marketers maximize ROI.

Campaigns designed with customer acquisition goals in mind. This targeting is often used when remarketing lists are well segmented and marketers want reach new users and drive more traffic to site.

Campaigns that reach users with an intent to buy, but may not be familiar with your site. A great option for marketers who want to drive more conversions by reaching potential new customers when they are in the purchase decision process.

Campaigns that keep your business top-of-mind while users have recently visited relevant content. This works effectively for marketers looking for a way to drive traffic volume to site.

RequirementsRemarketing tag or Google Analytics

Remarketing tag and lists created

Lower CPA, lower volume

Higher CPA, higher volume


Thank you.

Google Confidential and Proprietary *

What’s so good about YouTube?Paddy Collins, Industry Manager




Why do I think YouTube is brilliant?



http://youtube.com/v/UKTo-OuKhKg


http://youtube.com/v/ifCHy-cmxNc


Point one:Tell a story.


Simplicity is crucial.







Point two:Don’t overcomplicate things.


http://youtube.com/v/MOXQo7nURs0


Of the top 5,000 channels on

YouTube, less than 2% belong to

brands.Touchstorm Report 2014


http://youtube.com/v/CHh6QBMIKYw




http://youtube.com/v/ZXJuJQVrgbI


http://youtube.com/v/Vw0XCeYAeK8


Point three:For every brand doing something on YouTube, there’s a YouTuber

doing it bigger and better.


You can’t plan for things to go

‘viral’.



With paid media (TrueView)High view count

High audience retention

Without paid mediaLow view countLow audience retention


http://youtube.com/v/M7FIvfx5J10


Point four:Very rarely is there such a thing as a ‘free-lunch’.


So...


1. Tell a story2. Keep it simple3. Think like a YouTuber4. Commit some spend


Thank you!