google ads & analytics innovations

RECENT GOOGLE ANNOUNCEMENTS

WHAT SHOULD YOU KNOW &

WHAT SHOULD YOU DO?

HTTPS://WWW.YOUTUBE.COM/WATCH?V=JW1LS94WLJW

WHO WE ARE

3

• Mission: To Help Digital Marketers Succeed Online.

• Incorporated: 2005.

• Global Offices: Princeton (HQ). London. Hyderabad.

• Team: 100+ fanatically analytical search marketers with over 5.5 MM

hours of hands-on retail search marketing experience.

CLIENT LIST

6

“”

Within 12 months

of implementing our

strategy, organic traffic

more than doubled &

transactions went up

significantly.

Ken Bausch,

VP Interactive Marketing,

World Kitchen

ABOUT UDAYAN BOSE

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Founder & CEO of NetElixir

Founded PartyBingo.com (PartyGaming, Plc)

Guest Lecturer:

• Johnson School of Management, Cornell University

• City University of New York, Baruch

• Indian School of Business

http://www.linkedin.com/in/udayanbose

PRESENTATION STRUCTURE

• Announcement

• POV

• NetElixir Recommends

9

EXPANDED TEXT ADS

(ETA) FOR SUPERIOR

MOBILE USER

EXPERIENCE.

+20% INCREASE IN

CTR

Test the 80 character description and longer headlines to

understand what copy works for you and what doesn’t.

The ad format will be new for customers as well and the

consumer experience will be different from what it is today.

As a part of our NetElixir ad lab initiative, we will be testing as well and will publish results the results from time to time.

Ad Copy Championship Webinar http://www.netelixir.com/universitys/workshops-webinars

Implement for Trademark and bottom of funnel keywords. Test

constantly.

With ETAs, two paths or directories can be added to the display URLs.

An interesting SEM hack would be to bid on your competitor’strademark terms and use those terms in the display URL. {Google’s

trademark restrictions are not applicable for display URLs}

INDIVIDUAL BID

ADJUSTMENTS

FOR EACH

DEVICE TYPE

(TABLET, PHONE,

DESKTOP).

Greater control. More flexibility and creativity in bid management based

on unique, device-specific consumer behaviour.

For businesses which have seen a higher CPA across tablet devices, this

feature will help in cut down cost across tablets.

It is interesting to note that Google has been pretty late in bringing out

this feature as Bing Ads and Yahoo had launched it way back in 2013.

USE THIS FORMULA TO SET DEVICE LEVEL INDIVIDUAL BIDS

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SIMPLIFYING

GOOGLE DISPLAY

ADVERTISING FOR

GREATER IMPACT

Terrific operational ease. {Just the content, image and URL needs to be provided.

Google will automatically design responsive ads.}

This also unlocks native ad inventory.

App advertising becomes more effective. With native responsive ads, ads will stop

distracting users.

Food for Thought: Is Google doing this because a key challenge with display ads

is un-inspiring creatives used by advertisers that fail to evoke desired emotion?

Only for mobile optimized websites:

Capture top-of-the-funnel searchers for branding. Target {keywords

and topics} for best results.

Target {in-market audiences} for lead generation.

{ LOCAL + MOBILE }

HARNESSING THE

LOCAL IMPACT OF

MOBILE SEARCH

Arguably the most exciting announcement made on 5/24.

Driven by the combination of two very powerful facts –

- Searches on Google Maps have increased by 50% (1.5 B destination visited based

on searches done on Google)

- 30% of all mobile searches are “location related”.

Mobile searches have a massive influence in driving store visits. (Store visits through

search exceed online purchases made).

Google is the world’s largest omni-channel measurement provider. It aims to

bridge the gap between online and offline.

New ad format: Promoted Pins will be tested over the next few months by Google

• Beef up your local SEO listings by using structured data.

• Use this tool - https://search.google.com/structured-data/testing-tool.

• Retailers who have a single view of stock will benefit.

• Local Inventory Management and SKU specific promotions will be key. (Google

shopping feed)

Google is making a Big Push to connect Online and Offline Customer Journeys.Mobile. Maps. Localization. Beacons.

Redesigned AdWords

interface aims to

make adwords

platform less daunting

for marketers and

more focused on

meeting their

marketing goals

Mobile friendly design for marketers

Inspiring to see how Google is embracing Material Design.

IT LOOKS TOO MUCH LIKE OUR NEW ADWORDS

RECOMMENDATION ENGINE - LXRGUIDE

GOOGLE ANALYTICS

EMBRACES MACHINE

LEARNING

FROM ANALYTICS TOOL TO A SMART INSIGHTS ENGINE

Google Analytics 360 Suite| Google Optimize 360

Google Data Studio 360 | Google Data Studio

June 13-17, 2016 (2pm-3pm ET)5 days of Analytics Web-TrainingRequest an Invite:University@NetElixir.com

SIMILAR AUDIENCES

IN SEARCH FOR

OPTIMIZING

CAMPAIGNS

Search marketing was predominantly targeting keywords. Later Google gave

the lists of users or cookies who visited our website. Now machine learning is

entering the ecosystem.

Google is providing the list of cookies who are lookalikes of your best

customers.

First time, Google is providing the capability to target non visitors through

allowing similar audiences. This is also termed as twin targeting.

Unique ads/offers for similar audiences

“Target and Bid” for top and middle of the funnel keywords.

Track performance per audience list, per message.

ARE YOU READY FOR THE PROGRAMMATIC ERA?

DEMOGRAPHICS IN

SEARCH ENABLING

DIFFERENTIAL

TARGETING

This enables different approach for different demographic

segments.

You can create your own “granular audience sets” for targeting

directly.

For e.g., if you know 35-44 female users are your most appropriate

segment, you can configure that in AdWords and target them

specifically.

Implement different bid adjustments and ads for different demographic segments.

E.g.: For a female apparel category, you can show separate ads for men and women for the same keywords.

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ADWORDS IS

TRANSFORMING

FROM BEING A

SEARCH

MARKETING TO

AN

OMNI-CHANNEL

MARKETING

PLATFORM

MOBILE + LOCAL

WILL BRIDGE THE

GAP BETWEEN

OFFLINE & ONLINE

THE FUTURE IS

PROGRAMMATIC

WE WILL BE COVERING EACH ANNOUNCEMENT IN DETAIL OVER THE NEXT

COUPLE OF WEEKS.

STAY IN THE KNOW: BLOG.NETELIXIR.COM

ARE YOU ATTENDING IRCE 2016?

DROP BY BOOTH 1008 TO SAY HELLO!

Udayan Bose. Udayan@netelixir.com

Join the conversation: @NetElixir.

NetElixir Inc. + 3 Independence Way Suite 203 + Princeton, NJ + 08540

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