don't hesitate, estimate! cross device success with google's estimated total conversions...
TRANSCRIPT
#SMX #13B @JeremyHull
Jeremy Hull Director of Bought Media, iProspect
DON’T HESITATE, ESTIMATE! CROSS-DEVICE SUCCESS WITH GOOGLE’S ESTIMATED TOTAL CONVERSIONS
#SMX #13B @JeremyHull
51COUNTRIES
74OFFICES
$2.1bnGLOBAL BILLINGS
350+CLIENTS
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blah blah blah
yadda yadda
(insert shocking statistic here)
#SMX #13B @JeremyHull
“Billions of times per day, consumers turn to Google…and at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.1”
The “Mobile Moment” is Here
Source: Google | Inside AdWords Blog 1Internal Google data
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62% of marketers advertising on
mobile don’t have an intentional, separate mobile
strategy
Source: Offerpop, “The State of Digital Marketing Trends: The 2015 Report”;
eMarketer calculations, Dec 8, 2014
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#SMX #13B @JeremyHull
?
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AVAILABLE NOW
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#SMX #13B @JeremyHull
Google Estimated Total Conversions: Cross-Device Conversions
When consumers are signed into Google accounts on multiple devices, we record conversions that result from an ad click on another device
We use this sample of cross-device conversions to estimate a total number of cross-device conversions*
We then combine this estimate with the conversions you see today to provide more comprehensive measurement
#SMX #13B @JeremyHull
#SMX #13B @JeremyHull
Use Case #1: Set Benchmarks & Test Track totals overall & by campaign
Adjust mobile strategy & measure impact
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Use Case #2: Allocate Campaign Budgets
Track cross-device impact Prioritize budget allocation Review AdGroup-level data, break out campaigns
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Use Case #3: Drive Mobile Bid Adjustments
Cross-Device Activity
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Store Visits
ETC: More Than Just Cross-Device
Call Conversions
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Bonus: Test Mobile Ad Formats
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#SMX #13B @JeremyHull
THANK YOU!
Join us @SMX East NEW YORK CITY
Sept. 29th – Oct. 1st 2015