Google Confidential and Proprietary 1

Google RussiaBusiness Opportunities and Ads Update

Google Confidential and Proprietary

Developments in Ads and Analytics

News from Google Analytics- Fresh Features - Snippets

Better Ad Management- Search Funnel (Conversion Attribution)- AdWords Opportunities Tab

New Ad Types- Ad Sitelinks- Product Ads

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Google Confidential and Proprietary

Google Analytics: Quick Intro

• Quick, Free, Easy to Install

• “How can we improve our site for sales?”

• “Are our visitors buying or signing-up?”

• “Are our online campaigns performing?”

Google Confidential and Proprietary

Google Analytics: New Features

More Intelligent DataMore Intelligent Data

• Intelligence & Customizable Alerts (on multiple metrics)

• Annotations (on the time graph)

More Flexible ReportingMore Flexible Reporting

• Advanced Segmentation• Custom Reporting• Multiple Custom Variables

More Platforms TrackedMore Platforms Tracked

• AdWords & AdSense• YouTube Brand Channel • Mobile Web Tracking• Android & iPhone Apps• Flash, AIR & Silverlight

More Powerful AnalysisMore Powerful Analysis

• Segmentable Unique Visitors• Engagement & URL Goals• Advanced Table Filtering• Pivoting & Multiple Dimensions

Google Confidential and Proprietary* Adwords Conversion Tracking is Required

AdWords: Search Funnel

• Multiple ads may have assisted in a conversion – they should share the credit

• But systematically identifying “assisting” ads is often hard

• AdWords Search Funnel reports describe ad click and impression behavior on Google.com that leads to a conversion

All the Glory All the Work

AssistImpression

AssistImpression

Conversion!

AssistClick

AssistClick

AssistImpression

Reality

* AdWords Conversion Tracking is required in order to receive Search Funnel Reports. 

AdWords: Search Funnel

Google Confidential and Proprietary

Advertiser Insights: Account Optimization Has (Too) Many Facets

Budgets

Keywords

BenchmarksBids

Creatives

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Advertiser Insights: Opportunities Tab

Keyword bid ideasClick “Increase traffic” or “Decrease cost” in the table’s header to see ideas for

Your One Hompage for Customized Account Optimization Opportunities

Google Confidential and Proprietary

Advertiser Insights: Bid Opportunities

• Identifies opportunities to change bids for better results• Shows bid increase and decrease opportunities per keyword

Google Confidential and Proprietary

Advertiser Insights: Impact Estimation

Google Confidential and Proprietary 11

Ad Sitelinks

Ad Sitelinks allow advertisers to highlight additional deep content on their site when users enter a navigational query

Target Audience: Brand advertisers with rich site content

Current Status: Rolling admissions beta

Google Confidential and Proprietary 12

Product Ads via GAN

Product ads allow advertisers to market their entire product catalog with little additional work or risk

Target Audience: Larger e-commerce advertisers

Current Status: Small beta limited to GAN advertisers

Google Confidential and Proprietary

Exciting Time at Google Russia

• >30% share in search*, higher in search ad impressions

• Good partnerships – Begun and Mail.ru

• Commitment to growing online advertising in all its forms in Russia

- Bringing our core strengths of measurability, effectiveness and ease of use

- Supporting advertiser interests, such as adding support for Yandex.Money

• Strong Russian engineering office

* Comscore, Jan 2010 

Google Confidential and Proprietary

Thank You

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Google Confidential and Proprietary 15

Advanced Segmentation

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• Isolate and analyze subsets of your traffic post-data capture

• Compare segments and key performance metrics side by side 

• Analyze your traffic with predefined or customized segments