google marketing live€¦ · • leads many of netelixir’s top brands like knot standard and...

GOOGLE MARKETING LIVE

ANNOUNCEMENTSMAY 13-15, 2019

MOSCONE CENTER, SAN FRANCISCO

SHELBY SIMON

ENTERPRISE ACCOUNT MANAGER

• Leads many of NetElixir’s top brands like Knot Standard and JRenee Shoes.

• Prior to joining NetElixir, Shelby spent seven years in the digital advertising space working in media planning & strategy, programmatic and digital display for clients such as BJ’s Wholesale, Duracell, Perdue, Universal Studios, BB & T, Audible, NARS and more.

WE HELP RETAIL BRANDS FIND & ACQUIRE NEW CUSTOMERS

OUR MISSION IS TO HELP COMPANIES SUCCEED ONLINE BY

HUMANIZING EVERY CLICK.

130+ TEAM MEMBERS

3 GLOBAL OFFICES FEATURED PARTNERSHIPS

OUR SOLUTIONS

PAID SEARCH

ORGANIC SEARCH

PAID SOCIAL

WEB ANALYTICS CONSULTING & CRO

AMAZON ADS

ECOMMERCE TECH DEVELOPMENT SERVICES

Our integrated digital marketing approach

helps brands own the search barOWN THE SEARCH BAR, EVERYWHERE

• Founder & CEO of NetElixir

• Founded PartyBingo.com (PartyGaming)

Guest Lecturer: • Johnson School of Management,

Cornell University• City University of New York, Baruch• Indian School of Business

ABOUT UDAYAN BOSE

linkedin.com/in/udayanbose

GOOGLE MARKETING LIVE

ANNOUNCEMENTS&

NETELIXIR’S RECOMMENDATIONS

THE ERA OF ANTICIPATORY MARKETING IS HERE!

CONSUMERS’ INTERACTIONS WITH DEVICES ARE BECOMING INCREASINGLY NATURAL

CUSTOMER JOURNEYS ARE BECOMING INCREASINGLY COMPLEX

Better Language Understanding Capability

Better Image Recognition Capability

Greater ability to understand intent and engage at scale.

LOWERING USAGE FRICTION THROUGH MACHINE LEARNING

KEYWORD-LESS SEARCH

ANTICIPATE INTENT

HOW TO MEET INTENT AT EVERY CONTEXT

HOW TO ENGAGE THAT INTENT ACROSS FORMATS & SURFACES

HOW TO DO THE ABOVE AT SCALE

SILOED CHANNEL MARKETING IS OUT.

CONSUMER INTENT DRIVEN MARKETING IS IN.

• 8 Strong Products with Massive, Engaged User Base.

• Access to petabytes of High Quality Consumer Data.

• Most Advanced AI Capability in the world.

GOOGLE IS WELL POSITIONED TO

DOMINATE

Discovery AdsCross Platform AdvertisingYouTube Bumper Ads

GOOGLE NEW INITIATIVES WILL HELP IT WIN A LARGER CHUNK OF THE SEARCH-SHOP-BUY FUNNEL

Shopping ActionsShowcase Shopping Ads Shopping Actions with PartnersLocal Campaigns (store inventory + promoted pins + promoted locations)Shoppable Ads (Google Images)Universal Shopping Cart

Smart BiddingConversion ValueCampaign Level StrategiesDeep Linking of Apps

AD FORMATS

DISCOVERY ADS

GALLERY ADS

BUMPER MACHINE

ACTIONABLE STEPS FOR RETAILERS

AD FORMATS ACTIONABLE STEPS WHO CAN BENEFIT THE FUNNEL STAGE

Discovery Ad

• Associate Potential In-Market Audiences,

• Use Winning Creative Assets from Other Medias,

• Focus on ‘Power of Intent’ at the audience insights tab to determine creative themes,

• Use Visually Rich Images, • Refresh the Creative Inputs

to Let The Machine Optimize Better

All retail marketers Top

Gallery Ad

• Use Winning Ad Texts from the Existing Campaigns as Descriptions of The Images,

• Get Started With All Best Sellers and Ones Performed Well On Mobile,

• Ensure Consistency Between Images in the Ad Unit and Landing Pages

Mainly Search Marketers Mid to Low

Bumper Machine

• Use this to test multiple bumper ads against one 30 second TrueView Ad.

• Use Ad Sequencing Across Multiple Bumper Ads Created by The Machine Learning Driven Tool To Improve Brand Lift metrics.

Video Advertisers Top

SHOPPING

NEW INVENTORY FOR SHOWCASE ADS

MERGER OF GOOGLE EXPRESS WITH OVERALL SHOPPING EXPERIENCE

PERSONALIZED HOMEPAGE FOR THE SHOPPER

SHOPPING CAMPAIGNS WITH PARTNERS

ACTIONABLE STEPS FOR RETAILERS

SHOPPING ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE

New Inventory for Showcase ads

• Get Started With Very Broad Search Intents,

• Target Relevant Image and YouTube Video Searches Based on Past Keywords That Drove Success for Already Existing Showcase Ads,

• Ensure The Relevant Products and Image Links Are Always On In The Feed,

• Keep The Store Info and Product Inventory Up-to-Date if You’ve A Physical Store

All Shopping Advertisers Who Want To Drive New Users Through Shopping

Top to Mid

Merger of Google Express with Overall Shopping Experience

• Ensure The Feed Has All The Competitive Benefits In Place To Have Add-to-Cart Option in Google Shopping Results.

• Ensure Convenient and Fast Shipping Options, Great Customer Support Team in Place To Participate in Google Guarantee

• Join Shopping Actions.• Ensure The Products and Offers

Cater To The Relevant Voice Search Interactions With Assistants

All Merchants. Across The Funnel

Personalized Home Page for The Shopper

• Gain Great Ratings and Reviews for the Top Products.

• Put Together As Many Features (Color, Size, Gender, Use Cases etc.) As People Tend To Use Filters While On The Homepage

Large Scale Enterprises with High Marketing budgets.

Across The Funnel

SHOWCASE SHOPPING ADS

GOOGLE EXPRESS MERGED WITH

SHOPPING

PERSONALIZED SHOPPING SCREEN

• Manufactures and Retailers collaborate to run co-marketing campaigns.

SHOPPING CAMPAIGNS WITH

PARTNERS

• Brands collaborate with their Retail Partners.• Brand Partners can selectively promote specific products with specific

retailers.• Retailers can now accept advertising investment from Brands.

• Through this “massive initiative”, Google is encouraging retailers and brands to collaborate and take the battle (with Amazon) to the stores.

• (Conversation with Prof. Saravanan, UNC) Retailers have been trimming store labor costs. This will help drive more traffic to stores thereby (potentially) impacting further store labor cost cuts.

• (Conversation with Prof. Saravanan, UNC) Store staff will need to be trained about this program that’s being supported by brands.

• Brands can study the retailer+ store specific product purchase patterns and run targeted promotions.

• Google Allows you to track in-store conversions.

THOUGHTS: CO-MARKETING CAMPAIGNS ON GOOGLE

AUDIENCE

CUSTOM AFFINITY & CUSTOM INTENT AUDIENCES = CUSTOM AUDIENCE

AI POWERED AUDIENCE EXPANSION

ACTIONABLE STEPS FOR RETAILERS

AUDIENCES ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE

Custom Audiences

• Choose Custom Audiences Mapping With Top Performing Keywords, Pages, Apps, Demographics, User Behaviors etc.

• For Display Prospecting, Associate Custom Audiences To Improve the Quality of Traffic

All Retailers On Display Network Top

AI-Powered Audience Expansion

• Must use to grow the reach in a meaningful manner.

• Use This To Get Ideas on New Avenues to Maximize The Spend

All Retailers on Display Network Top to Mid

SMART BIDDING

NEW SIGNALS (SEASONALITY)

MAXIMIZE CONVERSION VALUE

CAMPAIGN LEVEL CONVERSION GOALS/ACTIONS & RULES FOR CONVERSION VALUES

ACTIONABLE STEPS FOR RETAILERS

SMART BIDDING ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE

New Signals (Seasonality))

• Keep a close tab on seasonal campaigns running on smart bidding especially the latency/conversion delay is not consistent throughout seasonality.

All Retailers Across The Funnel

Maximize Conversion Value

• Test in Campaigns with Decent ROAS and Volume but Revenue Is Not Growing As Expected.

• Ensure The Campaign Has Adequate Budget

All Retailers Bottom

Campaign Level Conversion Goals/Actions

• Ensure You use campaign level conversion type instead of account level before rolling out a smart bidding algorithm.

• Select the smart bidding algorithm in an alignment with the campaign level conversion type/goal. For e.g. use tROAS for if the Conversion Type is “Sale/Purchase”, use Maximize Conversions if the Conversion Type is “Leads”, “Sign-Ups” etc.

• Define Rules for Conversion Goals To Incorporate Margin/Profit Information To Let The Smart Bidding Optimize Toward Growth

All Retailers Across The Funnel

MOBILE AND LOCAL

DEEP LINKING

PROMOTED PINS AND PROMOTED LOCATIONS ON GOOGLE MAPS ROUTES

ACTIONABLE STEPS FOR RETAILERS

SMART BIDDING ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE

Deep Linking

• Use App Deep Linking for Loyal Customers Made Purchases on Your App in the Past

• Have Those The Users Interact With Your App Again Especially Who Didn’t Open It In The Recent Past.

• compare App Analytics with Site Analytics to understand if the app is ready to deliver expected impressions in the first place.

Brands With A Growing App User Base

Mid-to-Bottom

Promoted Pins in Google Map Route-Planning and Promoted Locations

• Must be Explored By all businesses with local stores

Local Retailers, Hotels, Restaurant Owners

Across The Funnel

DEEP LINKING OF APPS

PROMOTED LOCATIONS IN

GOOGLE MAPS

• By shifting focus from channel to customer intent, Google ushers in the new world of anticipatory marketing.

• Engaging Consumer at every touch point, at scale, responsibly and effectively. Say NO to Siloed Marketing Approach.

• Machine Learning + Big Data + Universal Shopping Cart is taking search to a different level of scale and performance impact.

• Bet Big on YouTube Ads, Shopping Ads and Local Campaigns. Of course, think Mobile First.

• Increase Smart Bidding Impact through Conversion Value led bid strategy and stronger controls at campaign level.

• Continuously test, learn, apply, repeat to establish what works best for your campaign.

SUMMARY

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