google ads & analytics innovations
TRANSCRIPT
RECENT GOOGLE ANNOUNCEMENTS
WHAT SHOULD YOU KNOW &
WHAT SHOULD YOU DO?
HTTPS://WWW.YOUTUBE.COM/WATCH?V=JW1LS94WLJW
WHO WE ARE
3
• Mission: To Help Digital Marketers Succeed Online.
• Incorporated: 2005.
• Global Offices: Princeton (HQ). London. Hyderabad.
• Team: 100+ fanatically analytical search marketers with over 5.5 MM
hours of hands-on retail search marketing experience.
CLIENT LIST
6
“”
Within 12 months
of implementing our
strategy, organic traffic
more than doubled &
transactions went up
significantly.
Ken Bausch,
VP Interactive Marketing,
World Kitchen
ABOUT UDAYAN BOSE
7
Founder & CEO of NetElixir
Founded PartyBingo.com (PartyGaming, Plc)
Guest Lecturer:
• Johnson School of Management, Cornell University
• City University of New York, Baruch
• Indian School of Business
http://www.linkedin.com/in/udayanbose
PRESENTATION STRUCTURE
• Announcement
• POV
• NetElixir Recommends
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EXPANDED TEXT ADS
(ETA) FOR SUPERIOR
MOBILE USER
EXPERIENCE.
+20% INCREASE IN
CTR
Test the 80 character description and longer headlines to
understand what copy works for you and what doesn’t.
The ad format will be new for customers as well and the
consumer experience will be different from what it is today.
As a part of our NetElixir ad lab initiative, we will be testing as well and will publish results the results from time to time.
Ad Copy Championship Webinar http://www.netelixir.com/universitys/workshops-webinars
Implement for Trademark and bottom of funnel keywords. Test
constantly.
With ETAs, two paths or directories can be added to the display URLs.
An interesting SEM hack would be to bid on your competitor’strademark terms and use those terms in the display URL. {Google’s
trademark restrictions are not applicable for display URLs}
INDIVIDUAL BID
ADJUSTMENTS
FOR EACH
DEVICE TYPE
(TABLET, PHONE,
DESKTOP).
Greater control. More flexibility and creativity in bid management based
on unique, device-specific consumer behaviour.
For businesses which have seen a higher CPA across tablet devices, this
feature will help in cut down cost across tablets.
It is interesting to note that Google has been pretty late in bringing out
this feature as Bing Ads and Yahoo had launched it way back in 2013.
USE THIS FORMULA TO SET DEVICE LEVEL INDIVIDUAL BIDS
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SIMPLIFYING
GOOGLE DISPLAY
ADVERTISING FOR
GREATER IMPACT
Terrific operational ease. {Just the content, image and URL needs to be provided.
Google will automatically design responsive ads.}
This also unlocks native ad inventory.
App advertising becomes more effective. With native responsive ads, ads will stop
distracting users.
Food for Thought: Is Google doing this because a key challenge with display ads
is un-inspiring creatives used by advertisers that fail to evoke desired emotion?
Only for mobile optimized websites:
Capture top-of-the-funnel searchers for branding. Target {keywords
and topics} for best results.
Target {in-market audiences} for lead generation.
{ LOCAL + MOBILE }
HARNESSING THE
LOCAL IMPACT OF
MOBILE SEARCH
Arguably the most exciting announcement made on 5/24.
Driven by the combination of two very powerful facts –
- Searches on Google Maps have increased by 50% (1.5 B destination visited based
on searches done on Google)
- 30% of all mobile searches are “location related”.
Mobile searches have a massive influence in driving store visits. (Store visits through
search exceed online purchases made).
Google is the world’s largest omni-channel measurement provider. It aims to
bridge the gap between online and offline.
New ad format: Promoted Pins will be tested over the next few months by Google
• Beef up your local SEO listings by using structured data.
• Use this tool - https://search.google.com/structured-data/testing-tool.
• Retailers who have a single view of stock will benefit.
• Local Inventory Management and SKU specific promotions will be key. (Google
shopping feed)
Google is making a Big Push to connect Online and Offline Customer Journeys.Mobile. Maps. Localization. Beacons.
Redesigned AdWords
interface aims to
make adwords
platform less daunting
for marketers and
more focused on
meeting their
marketing goals
Mobile friendly design for marketers
Inspiring to see how Google is embracing Material Design.
IT LOOKS TOO MUCH LIKE OUR NEW ADWORDS
RECOMMENDATION ENGINE - LXRGUIDE
GOOGLE ANALYTICS
EMBRACES MACHINE
LEARNING
FROM ANALYTICS TOOL TO A SMART INSIGHTS ENGINE
Google Analytics 360 Suite| Google Optimize 360
Google Data Studio 360 | Google Data Studio
June 13-17, 2016 (2pm-3pm ET)5 days of Analytics Web-TrainingRequest an Invite:[email protected]
SIMILAR AUDIENCES
IN SEARCH FOR
OPTIMIZING
CAMPAIGNS
Search marketing was predominantly targeting keywords. Later Google gave
the lists of users or cookies who visited our website. Now machine learning is
entering the ecosystem.
Google is providing the list of cookies who are lookalikes of your best
customers.
First time, Google is providing the capability to target non visitors through
allowing similar audiences. This is also termed as twin targeting.
Unique ads/offers for similar audiences
“Target and Bid” for top and middle of the funnel keywords.
Track performance per audience list, per message.
ARE YOU READY FOR THE PROGRAMMATIC ERA?
DEMOGRAPHICS IN
SEARCH ENABLING
DIFFERENTIAL
TARGETING
This enables different approach for different demographic
segments.
You can create your own “granular audience sets” for targeting
directly.
For e.g., if you know 35-44 female users are your most appropriate
segment, you can configure that in AdWords and target them
specifically.
Implement different bid adjustments and ads for different demographic segments.
E.g.: For a female apparel category, you can show separate ads for men and women for the same keywords.
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ADWORDS IS
TRANSFORMING
FROM BEING A
SEARCH
MARKETING TO
AN
OMNI-CHANNEL
MARKETING
PLATFORM
MOBILE + LOCAL
WILL BRIDGE THE
GAP BETWEEN
OFFLINE & ONLINE
THE FUTURE IS
PROGRAMMATIC
WE WILL BE COVERING EACH ANNOUNCEMENT IN DETAIL OVER THE NEXT
COUPLE OF WEEKS.
STAY IN THE KNOW: BLOG.NETELIXIR.COM
ARE YOU ATTENDING IRCE 2016?
DROP BY BOOTH 1008 TO SAY HELLO!
Udayan Bose. [email protected]
Join the conversation: @NetElixir.
NetElixir Inc. + 3 Independence Way Suite 203 + Princeton, NJ + 08540
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