![Page 1: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/1.jpg)
The Power of Audience
Shane Cahill, Agency Development
Manager
![Page 2: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/2.jpg)
01001000 01100101 01101100 01101100 01101111
![Page 3: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/3.jpg)
Hello01001000 01100101 01101100 01101100 01101111
![Page 4: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/4.jpg)
The World Hello is about :
5 Bytesof DATA
![Page 5: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/5.jpg)
Every day, we produce
2 500 000 000 000 000 000 bytesof DATA *
* IBM - What is Big Data
![Page 6: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/6.jpg)
This would make
Four Millions of Millions of Books
(4 000 000 000 000 Books - almost 5000x the 20 biggest libraries in the world)
![Page 7: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/7.jpg)
All of these books stacked would represent
2x Distance Between Earth & Moon
(384,400 km / 238,800 mi)
![Page 8: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/8.jpg)
What has happenedsince I’ve said
“Hello” ?
![Page 9: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/9.jpg)
In the last 60 seconds ...
694 rides
Source : Uber
![Page 10: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/10.jpg)
In the last 60 seconds ...
400h of Videosuploaded
Source : Google
![Page 11: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/11.jpg)
In the last 60 seconds ...
2.5 MillionsOf requests
Source : Google
![Page 12: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/12.jpg)
In the last 60 seconds ...
77k hoursof videos streamed
Source : Netflix
![Page 13: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/13.jpg)
In the last 60 seconds ...
123k Transactionsmade Priceless
Source : Mastercard
![Page 14: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/14.jpg)
In the last 60 seconds ...
75k Transactionsmade Online
Source : Statistita
![Page 15: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/15.jpg)
In the last 60 seconds ...
591,000swipes
Source : Tinder
![Page 16: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/16.jpg)
Confidential & Proprietary
We no longer go online. We live online.
![Page 17: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/17.jpg)
per day
At bus stop, listen to new music playlist 8:30am
Buy new tent to take to Glastonbury 11:15pm
Browse festival styles on YouTube7:15pm
On bus, check email for sales this weekend5:29pm
At lunch, play Scrabble while waiting in line1:33pm
Use flashlight app to find dropped earring11:09pm
Use maps to get directions to Creole food truck 1:13pm
At work, book Glastonbury tickets11:36am
Wake up and read news online6:50am On the bus, read articles
about acts at festival8:42am
150x
![Page 18: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/18.jpg)
![Page 19: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/19.jpg)
![Page 20: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/20.jpg)
Remarketing List, Customer Emails, App Data etc.
Location, Contextual, Behavioural data
Automated Bidding, Dynamic Ads
Use Google’s intent data
Act on insights in real time
Start with your data
![Page 21: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/21.jpg)
Find
Grow
Keep
Grow
Keep
![Page 22: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/22.jpg)
Similar Audience
s
In-Market Audience
s
Contextual
Audiences
FIND New Customers
New users who act like your current users
Users with activeintent to purchase
Users browsing content related to you
![Page 23: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/23.jpg)
Similar Audience
s
In-Market Audience
s
Contextual
Audiences
FIND New Customers
Your Audience
Similar Audience
Shoppers, Auto Enthusiasts, Travel Buffs,
Sports Fans
Video Software, Miami, Real Estate, Insurance
![Page 24: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/24.jpg)
Ford Reached More of its Best Shoppers at the Right Moments with Google Display Network
“We learned that there is a unique data insight about our audience at each stage of the purchase journey. Acting on those right insights opened the door for us to truly deliver the right message at the right moment to the right potential customer.”
60%
Increase in website visitors, half of them were new3X Increase in average time spent on site
Chris MastersonHead of Marketing | Ford, NZ
![Page 25: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/25.jpg)
Grow Your Customer Base
Customer Match
Display Remarketing
RLSA
Searching Gmail YouTube Surfing Web Apps
![Page 26: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/26.jpg)
Grow Your Customer Base
Customer Match Display Remarketing RLSA
ACME Sneakers50% off all Red Shoes.Browse our selection now!www.acmesneakers.com
ACME SneakersLast Day Of 50% Off SaleBuy Today For Free Deliverywww.acmesneakers.com
![Page 27: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/27.jpg)
“Customer Match empowered us to tailor our messages to both our clients and prospective clients. The strategy has increased our revenues and decreased our cost per sale.”
Didem Namver Digital Marketing Manager, Pegasus Airlines
By adopting Customer Match in AdWords, Pegasus Airlines boosted revenues and decreased
cost per ticket sale:
13% lower cost per acquisition52% higher click conversion rate12% more revenue per conversion
![Page 28: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/28.jpg)
Keep Your Customer Base
The Future is Real-Time Personalisation with Audience
● Identify A Person’s Attributes● Customize Their Experience● Maximise Your ROI
![Page 29: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/29.jpg)
Keep Your Customer Base
Personalization Drives Higher
Customer Engagement!
+22%Increase
in purchase frequency
+67%Increase
in website
visits
![Page 30: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/30.jpg)
Google Confidential and Proprietary
Even Personalise Your Homepage !
Caribou Coffee remembers your preferences and displays targeted flavors and varieties according to your previous searches
![Page 31: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/31.jpg)
Everyone likes to be privileged. But no one likes to be a Target.44% users appreciate a personalized experience when buying products
58% would be more loyal to a brand personalizing experience69% appreciate personalized ad messaging
59% feel more considered as clients
Sources: Rocket Fuel Survey, 2014. Pop. 805. Country : US
![Page 32: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/32.jpg)
With Great Power comes Great Responsibilities.
2/3 of large Businesses have suffered a data breach in the past year
Sources: Cyber Security Breaches Survey 2016
![Page 33: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/33.jpg)
Amplify your Relationships.Enchant your Users. Delight your customers.
At scale.
![Page 34: The Power of Audience | Benchmark Search Conference 2016](https://reader030.vdocument.in/reader030/viewer/2022013013/587ba6c31a28ab81758b5fed/html5/thumbnails/34.jpg)