google marketing live€¦ · • leads many of netelixir’s top brands like knot standard and...
TRANSCRIPT
GOOGLE MARKETING LIVE
ANNOUNCEMENTSMAY 13-15, 2019
MOSCONE CENTER, SAN FRANCISCO
SHELBY SIMON
ENTERPRISE ACCOUNT MANAGER
• Leads many of NetElixir’s top brands like Knot Standard and JRenee Shoes.
• Prior to joining NetElixir, Shelby spent seven years in the digital advertising space working in media planning & strategy, programmatic and digital display for clients such as BJ’s Wholesale, Duracell, Perdue, Universal Studios, BB & T, Audible, NARS and more.
WE HELP RETAIL BRANDS FIND & ACQUIRE NEW CUSTOMERS
OUR MISSION IS TO HELP COMPANIES SUCCEED ONLINE BY
HUMANIZING EVERY CLICK.
130+ TEAM MEMBERS
3 GLOBAL OFFICES FEATURED PARTNERSHIPS
OUR SOLUTIONS
PAID SEARCH
ORGANIC SEARCH
PAID SOCIAL
WEB ANALYTICS CONSULTING & CRO
AMAZON ADS
ECOMMERCE TECH DEVELOPMENT SERVICES
Our integrated digital marketing approach
helps brands own the search barOWN THE SEARCH BAR, EVERYWHERE
• Founder & CEO of NetElixir
• Founded PartyBingo.com (PartyGaming)
Guest Lecturer: • Johnson School of Management,
Cornell University• City University of New York, Baruch• Indian School of Business
ABOUT UDAYAN BOSE
linkedin.com/in/udayanbose
GOOGLE MARKETING LIVE
ANNOUNCEMENTS&
NETELIXIR’S RECOMMENDATIONS
THE ERA OF ANTICIPATORY MARKETING IS HERE!
CONSUMERS’ INTERACTIONS WITH DEVICES ARE BECOMING INCREASINGLY NATURAL
CUSTOMER JOURNEYS ARE BECOMING INCREASINGLY COMPLEX
Better Language Understanding Capability
Better Image Recognition Capability
Greater ability to understand intent and engage at scale.
LOWERING USAGE FRICTION THROUGH MACHINE LEARNING
KEYWORD-LESS SEARCH
ANTICIPATE INTENT
HOW TO MEET INTENT AT EVERY CONTEXT
HOW TO ENGAGE THAT INTENT ACROSS FORMATS & SURFACES
HOW TO DO THE ABOVE AT SCALE
SILOED CHANNEL MARKETING IS OUT.
CONSUMER INTENT DRIVEN MARKETING IS IN.
• 8 Strong Products with Massive, Engaged User Base.
• Access to petabytes of High Quality Consumer Data.
• Most Advanced AI Capability in the world.
GOOGLE IS WELL POSITIONED TO
DOMINATE
Discovery AdsCross Platform AdvertisingYouTube Bumper Ads
GOOGLE NEW INITIATIVES WILL HELP IT WIN A LARGER CHUNK OF THE SEARCH-SHOP-BUY FUNNEL
Shopping ActionsShowcase Shopping Ads Shopping Actions with PartnersLocal Campaigns (store inventory + promoted pins + promoted locations)Shoppable Ads (Google Images)Universal Shopping Cart
Smart BiddingConversion ValueCampaign Level StrategiesDeep Linking of Apps
AD FORMATS
DISCOVERY ADS
GALLERY ADS
BUMPER MACHINE
ACTIONABLE STEPS FOR RETAILERS
AD FORMATS ACTIONABLE STEPS WHO CAN BENEFIT THE FUNNEL STAGE
Discovery Ad
• Associate Potential In-Market Audiences,
• Use Winning Creative Assets from Other Medias,
• Focus on ‘Power of Intent’ at the audience insights tab to determine creative themes,
• Use Visually Rich Images, • Refresh the Creative Inputs
to Let The Machine Optimize Better
All retail marketers Top
Gallery Ad
• Use Winning Ad Texts from the Existing Campaigns as Descriptions of The Images,
• Get Started With All Best Sellers and Ones Performed Well On Mobile,
• Ensure Consistency Between Images in the Ad Unit and Landing Pages
Mainly Search Marketers Mid to Low
Bumper Machine
• Use this to test multiple bumper ads against one 30 second TrueView Ad.
• Use Ad Sequencing Across Multiple Bumper Ads Created by The Machine Learning Driven Tool To Improve Brand Lift metrics.
Video Advertisers Top
SHOPPING
NEW INVENTORY FOR SHOWCASE ADS
MERGER OF GOOGLE EXPRESS WITH OVERALL SHOPPING EXPERIENCE
PERSONALIZED HOMEPAGE FOR THE SHOPPER
SHOPPING CAMPAIGNS WITH PARTNERS
ACTIONABLE STEPS FOR RETAILERS
SHOPPING ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE
New Inventory for Showcase ads
• Get Started With Very Broad Search Intents,
• Target Relevant Image and YouTube Video Searches Based on Past Keywords That Drove Success for Already Existing Showcase Ads,
• Ensure The Relevant Products and Image Links Are Always On In The Feed,
• Keep The Store Info and Product Inventory Up-to-Date if You’ve A Physical Store
All Shopping Advertisers Who Want To Drive New Users Through Shopping
Top to Mid
Merger of Google Express with Overall Shopping Experience
• Ensure The Feed Has All The Competitive Benefits In Place To Have Add-to-Cart Option in Google Shopping Results.
• Ensure Convenient and Fast Shipping Options, Great Customer Support Team in Place To Participate in Google Guarantee
• Join Shopping Actions.• Ensure The Products and Offers
Cater To The Relevant Voice Search Interactions With Assistants
All Merchants. Across The Funnel
Personalized Home Page for The Shopper
• Gain Great Ratings and Reviews for the Top Products.
• Put Together As Many Features (Color, Size, Gender, Use Cases etc.) As People Tend To Use Filters While On The Homepage
Large Scale Enterprises with High Marketing budgets.
Across The Funnel
SHOWCASE SHOPPING ADS
GOOGLE EXPRESS MERGED WITH
SHOPPING
PERSONALIZED SHOPPING SCREEN
• Manufactures and Retailers collaborate to run co-marketing campaigns.
SHOPPING CAMPAIGNS WITH
PARTNERS
• Brands collaborate with their Retail Partners.• Brand Partners can selectively promote specific products with specific
retailers.• Retailers can now accept advertising investment from Brands.
• Through this “massive initiative”, Google is encouraging retailers and brands to collaborate and take the battle (with Amazon) to the stores.
• (Conversation with Prof. Saravanan, UNC) Retailers have been trimming store labor costs. This will help drive more traffic to stores thereby (potentially) impacting further store labor cost cuts.
• (Conversation with Prof. Saravanan, UNC) Store staff will need to be trained about this program that’s being supported by brands.
• Brands can study the retailer+ store specific product purchase patterns and run targeted promotions.
• Google Allows you to track in-store conversions.
THOUGHTS: CO-MARKETING CAMPAIGNS ON GOOGLE
AUDIENCE
CUSTOM AFFINITY & CUSTOM INTENT AUDIENCES = CUSTOM AUDIENCE
AI POWERED AUDIENCE EXPANSION
ACTIONABLE STEPS FOR RETAILERS
AUDIENCES ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE
Custom Audiences
• Choose Custom Audiences Mapping With Top Performing Keywords, Pages, Apps, Demographics, User Behaviors etc.
• For Display Prospecting, Associate Custom Audiences To Improve the Quality of Traffic
All Retailers On Display Network Top
AI-Powered Audience Expansion
• Must use to grow the reach in a meaningful manner.
• Use This To Get Ideas on New Avenues to Maximize The Spend
All Retailers on Display Network Top to Mid
SMART BIDDING
NEW SIGNALS (SEASONALITY)
MAXIMIZE CONVERSION VALUE
CAMPAIGN LEVEL CONVERSION GOALS/ACTIONS & RULES FOR CONVERSION VALUES
ACTIONABLE STEPS FOR RETAILERS
SMART BIDDING ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE
New Signals (Seasonality))
• Keep a close tab on seasonal campaigns running on smart bidding especially the latency/conversion delay is not consistent throughout seasonality.
All Retailers Across The Funnel
Maximize Conversion Value
• Test in Campaigns with Decent ROAS and Volume but Revenue Is Not Growing As Expected.
• Ensure The Campaign Has Adequate Budget
All Retailers Bottom
Campaign Level Conversion Goals/Actions
• Ensure You use campaign level conversion type instead of account level before rolling out a smart bidding algorithm.
• Select the smart bidding algorithm in an alignment with the campaign level conversion type/goal. For e.g. use tROAS for if the Conversion Type is “Sale/Purchase”, use Maximize Conversions if the Conversion Type is “Leads”, “Sign-Ups” etc.
• Define Rules for Conversion Goals To Incorporate Margin/Profit Information To Let The Smart Bidding Optimize Toward Growth
All Retailers Across The Funnel
MOBILE AND LOCAL
DEEP LINKING
PROMOTED PINS AND PROMOTED LOCATIONS ON GOOGLE MAPS ROUTES
ACTIONABLE STEPS FOR RETAILERS
SMART BIDDING ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE
Deep Linking
• Use App Deep Linking for Loyal Customers Made Purchases on Your App in the Past
• Have Those The Users Interact With Your App Again Especially Who Didn’t Open It In The Recent Past.
• compare App Analytics with Site Analytics to understand if the app is ready to deliver expected impressions in the first place.
Brands With A Growing App User Base
Mid-to-Bottom
Promoted Pins in Google Map Route-Planning and Promoted Locations
• Must be Explored By all businesses with local stores
Local Retailers, Hotels, Restaurant Owners
Across The Funnel
DEEP LINKING OF APPS
PROMOTED LOCATIONS IN
GOOGLE MAPS
• By shifting focus from channel to customer intent, Google ushers in the new world of anticipatory marketing.
• Engaging Consumer at every touch point, at scale, responsibly and effectively. Say NO to Siloed Marketing Approach.
• Machine Learning + Big Data + Universal Shopping Cart is taking search to a different level of scale and performance impact.
• Bet Big on YouTube Ads, Shopping Ads and Local Campaigns. Of course, think Mobile First.
• Increase Smart Bidding Impact through Conversion Value led bid strategy and stronger controls at campaign level.
• Continuously test, learn, apply, repeat to establish what works best for your campaign.
SUMMARY
FIND OUT MORE
ACCESS KEYNOTE PRESENTATIONS: G.CO/MARKETINGLIVE
DOWNLOAD OUR GML2019 CHECKLIST
HTTPS://WWW.NETELIXIR.COM/GML2019/