online marketing and search opportunities you're missing

Google Confidential and Proprietary 1 1 Google Confidential and Proprietary

Online Marketing and Search Opportunities You are Missing

Jochen Heck

Industry Director, Retail

Google Confidential and Proprietary 2 2

Help your customers find you

Be relevant to your

customers

Measure the full

customer journey

Google Confidential and Proprietary 3 3 Source: Google internal data

top shelf side

Top shelf space on Google gets 10X the volume

side

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Maximize shelf space with innovative ad formats

Seller reviews

Consider Convince Convert

Social annotation Sitelinks

Product Listing Ads

Offer extensions

Drop Down Extension

Location Extensions

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#2 Search Engine?

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66M Fashionistas Nielsen @Plan

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Reimagine Your Brand

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Drive YouTube Viewers to Your Site

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Leverage annotations and calls-to-action

Enable your audience to take action

Google Confidential and Proprietary 10 10 Source: Comscore, Dec. 11, 2011

96% of site visitors leave

without completing a transaction

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Consumer Characteristics •  What is the user’s age and gender? •  What are the user’s interests?

Use real time data to personalize your message

Current frame of mind •  Did the user recently leave my site? •  Context of the current page / session •  What device are they on? •  How frequently has the user seen my ads?

Audience + context (100's of useful signals)

34 yrs Old

Female Fashion

Site visitor actions •  What section of my site did they visit? •  How many pages & products did they view? •  Value of products viewed ($500 vs $10) beta •  Tag parameters (e.g., lifetime value) beta •  Past purchases beta •  Time since last conversion beta

Smartphone Visited Yesterday Shopping

Cart LTV: $100

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Sophisticated segmentation leads to more relevant campaigns

Homepage

visitors Product category visitors: t-shirts

Shopping cart abandoners

Payment abandoners Past purchasers

Remarketing lists

Offer “Discover great deals”

“Check out new arrivals” “Today only” “30% off” “Other customers

also bought…”

Bid Thresholds $2.00 $3.00 $5.00 $8.00 $5.00

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Capture your most valuable audience segments with Google

Source: Internal Google data aggregated across global campaigns

Dynamic text vs. static text A recent advertiser saw:

Dynamic Text Ads Remarketing Lists for Search Ads

Increase ad exposure only your most valuable customer

Optimize

Deliver specific message to each segment

Customize

CTR: +145% Conv Rate: +315%

ROAS: +250% CTR: +3.5X Conv Rate: +2X

CPA: 60% improvement

Tailored bidding and algorithms specific to dynamic remarketed ads

Capture

Apply data feed with most up do date product pricing

Message

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Build frequency through YouTube remarketing

Users who did not skip your ad

Find them across YouTube & the Google

Display Network

Deliver a follow-up ad tailored to that group

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Google Analytics: Universal Analytics

Include Offline Sales Track Across Devices

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YouTube Analytics

+ Adwords for Video

Demographic information

Retention rates and drop-off points

Playback locations, performance on each device

Views, conversions, follow-on views and subscribes

Understand more than just the conversion

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Help your customers find you

Be relevant to your

customers

Measure the full

customer journey

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Thank You

Jochen Heck

Industry Director, Retail