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Google Confidential and Proprietary
Nouveaux formats, automatisation et ciblage multiplateformes
Christian VigneSearch Product Solution SpecialistJuin 2012
Innovations produits comme leviers d’efficacité du Search
Google Confidential and Proprietary
Queries are getting harder to capture
New !
16% of searches we see everyday are new
More Complex
People increasingly googling real questions
More Mobile
1/3 mobile queries are local
Source : Google internal data / Chitika inc, June 2012
Queries are more complex and harder to capture
More Unique
450 billion unique queries since 2003
Google Confidential and Proprietary
Agenda
3
1 Enhanced Search
2 Products Listing Ads & Dynamic Search Ads
3 Dynamic Remarketing
4 Multi devices targeting
5 Next in Search Ads
Google Confidential and Proprietary
Enhanced Ad formats
More signals lead to smarter queries and more advanced ad formats
Dynamic Ad (keywordless)
Friends
Browsing History
Geo
Offline
Multimedia
Multi devices
Historic ad format
SIG
NA
LS
Intent manifestation Transformed into action
Text ads
Social extensions
Product extensions
Local extensions
Seller ratings
Dynamics Search Ads
Product Listing Ads
Smarter queries
Google Confidential and Proprietary
Agenda
5
1 Enhanced Search
2 Products Listing Ads & Dynamic Search Ads
3 Dynamic Remarketing
4 Multi devices targeting
5 Next in Search Ads
Google Confidential and Proprietary
Demand Search Engine Offer
Query Keyword Ad
Query
Website
Dynamic Search Ads
1 dynamic target = 100% website coverage
Ad
Query
Merchant Center Product Listing Ads
1 product target = 100% inventory coverage
Ad
Automated Ad format generation and keywordless
Google Confidential and Proprietary
Product Extensions et Product Listing Ads
Google Confidential and Proprietary
BÉNÉFICES DE PRODUCT LISTING ADS ET PRODUCT EXTENSIONS
1Taux de clics (CTR) plus élevésLes annonces produits sont plus attrayantes et intéressantes que les annonces textuelles. Vous bénéficiez ainsi de CTR plus élevés.
2Taux de conversion plus élevésLes annonces produits fournissent des informations (marchand, prix et photo) aux internautes avant même qu'ils ne cliquent sur l'annonce. Les prospects sont donc mieux informés et davantage susceptibles d'effectuer un achat lorsqu'ils se rendent sur votre site.
3Ciblage facile – Garantie de couverture de votre catalogueLorsqu'un internaute effectue une recherche, Google sélectionne automatiquement les produits les plus pertinents dans votre compte Google Merchant Center.
4Visibilité accrue – Double affichageÉtant donné que les deux formats d'annonces peuvent être diffusés simultanément, votre visibilité pour une requête donnée peut être multipliée par deux, voire plus.
Google Confidential and Proprietary
How DSA improves your query coverage
Query
Keyword
Ad
Website
Attention animations
Google Confidential and Proprietary
How does DSA work
*
Specify pages, bids, negatives Provide ad template
(Dynamically generated headline)Clean, friendly, close to station.Students save 20%! Rave reviews.www.example.com
Natural search-based technologiestrigger your ads on relevant queries
queryRelevant
enough toshow?
pages
Score relevance Choose most relevant page
indexCrawl and index
siteDynamic
ad creation
NYC Budget HostelClean, friendly, close to station.Students save 20%! Rave reviews.www.example.com
1. Set Up
2. Serving
A relevant ad is created from the query, the page and your template
Google Confidential and Proprietary
Example of use cases
11
Long tail coverage Full inventory coverage Export
Google Confidential and Proprietary
Benefits of Dynamic Search Ads
12
1Valuable, incremental traffic10% incremental traffic – does not compete with Keyword campaignsPositive or similar ROI
2 Efficient, low effort setupSet up in minutes, and dynamically adjusts targeting and ads to new pages
3Transparency and controlFull reporting on search queries, generated headlines, and landing pages.Ability to exclude keywords or pages of your website
4 SafetyNo impact on existing keywords’ quality score
Google Confidential and Proprietary
Many Shopping related ad formats and more to come !
Google Shopping
Product Extensions -
Search
Product Listing Ads - Search
Bêta Dynamic Ads - (remarketing)
Display
Renforcez votre expertise Google Shopping
Google Confidential and Proprietary
Agenda
14
1 Enhanced Search
2 Products Listing Ads & Dynamic Search Ads
3 Dynamic Remarketing
4 Multi devices targeting
5 Next in Search Ads
Google Confidential and Proprietary
Different formats to match usages: Local extensions & Click-to-call
Ubiquity
Mobile queries are specific
=> Campaigns and ads has to match mobile queries specificity