google@croud master slides 26.11.2013
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This is all presentations (except video and keynote presentations) of our Google@Croud Event in November 2013.TRANSCRIPT
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26.11.13
Google Confidential and Proprietary 6 6 Google Confidential and Proprietary Google Confidential and Proprietary
Building Your Brand with Google+ The value of identity, relationships and sharing across the web
+BethFoster
NACE Social Lead
Social has always been a core human behavior... What is changing is the way we socialize.
First generation of social has been a game changer
of internet users, use a social network each month
70% source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013, http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976.
Social is limited to one dimension of relevance
But, technology has the capability to take us even further
Sharing gets stuck in the stream
Communication lacks a human element
Book a trip together with friends, face to face
Google+ makes your entire Google experience better
Search Gmail Chrome YouTube Maps Play
+Recommendations +Sharing +Relationships +People
540,000,000+ ARE TAKING SOCIAL ACTIONS ACROSS GOOGLE
300M ACTIVE USERS
So what does this mean for you as a brand marketer?
Build Awareness Influence Consideration
Drive Sales Grow Loyalty and Retention
Google+ gives you the tools to reach and influence your customers throughout their journey
BUILD AWARENESS
How do people discover brands online?
54% SEARCH
Source: “How Consumers Found Websites in 2012”, Forrester Research, 19 July 2013, http://www.forrester.com/How+Consumers+Found+Websites+In+2012/fulltext/-/E-RES92661
32% SOCIAL
The stream is just the beginning for a Google+ post…
Burberry announces their new line of sunglasses via Google+
Burberry announces their new line of sunglasses in a Google+ post
Google+ content is amplified within Google search
Burberry announces their new line of sunglasses in a Google+ post
Google+ video posts are also surfaced on YouTube
Burberry announces their new line of sunglasses in a Google+ post
And now, even within Gmail
Related hashtags make it easier to discover content on Google+
Google+ enables a unified, consistent brand identity, across the web
BE THE BE THE BE THE
Hangouts On Air extend your brand conversation to millions Topshop transforms the fashion show with exclusive Hangouts On Air & a Hangout app
T E A M 4M VIDEO VIEWS
ACROSS PLATFORMS Join live backstage hangouts with
the Topshop design team
F A S H I O N
7,500 LIVE VIEWS Take a front row seat at the exclusive red carpet event
via Hangout On Air
B U Y E R
Develop your own fashion collection with friends using
the Topshop custom Hangout app
AVG. 11 MIN IN APP & 52% RESHARE
Google Confidential and Proprietary 27 27 Google Confidential and Proprietary
INFLUENCE CONSIDERATION
72% of consumers trust
online reviews as much as personal
recommendations
78% of consumers say
brand’s social media influences their
purchase decisions
Source: Local Consumer Review 2012, Search Engine Land; Market Force, May 2012, http://www.marketforce.com/press-releases/item/research-social-media-influence/
Burberry announces their new line of sunglasses in a Google+ post
Relevant Google+ content in search is driving consideration
Communities help users discover recommendations from experts, including consumers and relevant brands
Lowe’s & Nest can influence consideration by joining the conversation
Clinique delivers in-store experience, at scale
“The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter”
-Liz Wright Group Digital & e-Com Manager, Clinique
• CTR 10 times higher than the standard brand ad • VTR 16 times higher than the standard brand ad
Entertainment Weekly answers fans’ award show questions with Live Q&A in a Hangout on Air
“The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter”
-Liz Wright Group Digital & e-Com Manager, Clinique
“The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter
-Liz Wright Group Digital & e-Com Manager, Clinique
Toyota Collaborator revolutionizes the test drive with social car shopping before even entering the dealership
“The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter
-Liz Wright Group Digital & e-Com Manager, Clinique
Google Confidential and Proprietary 35 35 Google Confidential and Proprietary
DRIVE SALES
Source: Google/Compete Brand Value of Annotations Study 2013
Social endorsements matter
37% of millennials say they are more likely to purchase a brand that
has social endorsements
Social recommendations on paid search ads drive more traffic to your site
5-10% average search ad CTR uplift from social annotations
Source: Google Internal Data
13% PC & Laptop purchases
20% apparel purchases
11% hotel bookings
Better yet, these social recommendations drive more qualified traffic to your site
Source: Google/Compete Vertical Research Studies 2012-2013
average lift in conversion rate when annotations are present
40% more likely to convert
In the retail sector, Google+ referrals are
than referrals from other social networks
1
The Google+ audience is proving to be more valuable than other social audiences
A referral from Google+ is worth an average
$10.78 Compared to $2.35 for Facebook and $1.62
for Twitter. Source: Forrester and Source: SocialTimes.com May 23, 2013
Google Confidential and Proprietary 40 40 Google Confidential and Proprietary
GROW LOYALTY
Source: “IAB Social Media Effectiveness Research”, Internet Advertising Bureau UK (IAB), 4 July 2013, http://www.iabuk.net/research/library/iab-social-media-effectiveness-research
90% of consumers back brands after interacting via social media
“By making people love, not just like your brand, you’re more likely to drive future purchases and increased sales.”
-Ian Ralph, Director at Marketing Sciences
Develop lasting relationships with customers using Communities
Identify valuable brand advocates using Ripples
Drive app installs, and personalize experiences using Google Sign-in
Customize your app
Grow your audience when users pull friends to your app
Provide fast and trusted sign-in
Drive Android App installs 40% acceptance rate for OTA
“Google is a trusted partner for our users. It is the most popular third-party sign-in option on the web for us, with 35% of users choosing Google. It is also our most popular sign-in option on Android, accounting for 45% of new user registrations. We are thrilled with the level of signed-in engagement Google+ Sign-In has brought to Flixster. ”
- Joe Greenstein, Co-Founder & CEO
Building brand awareness with Google+
01 Getting Started Checklist Keep the conversation going, share content at least every 48 hours Create a consistent brand identity by merging your Google+ page and YouTube channel Grow your audience by adding follow and share widgets to your site and cross promoting your Google+ page Bring your brand to life with a live hangout on air
Influencing consideration with Google+
02 Getting Started Checklist Think of the impact of social on SEO and optimize your post content to be discovered in search Create a community or join an existing community relevant to your brand Invite customers to tell your story on a hangout on air Make any experience more social with your own custom hangout application
Driving sales with Google+
03 Getting Started Checklist Grow your audience and share engaging content on Google+ As a result of having an active page, benefit from automatic social annotations on your paid search ads Enable Google+ Sign-in on your website or mobile app
Growing loyalty and retention with Google+
04 Getting Started Checklist Build your own community and reward loyal customers with exclusive content or hangouts Use ripples to identify and reach out to brand advocates Enable Google+ Sign-in on your website or mobile app
Google Confidential and Proprietary 51 51 Google Confidential and Proprietary Google Confidential and Proprietary
Questions?
Adwords 2014 Big Bets Caz Davies Industry Head, Performance. Google UK
4 Areas of Focus in 2014
1. Audience at the Core
WHAT DO WE MEAN BY AUDIENCE SIGNALS?
WHO THEY ARE
Female 16-24
Male 35-44
Female 45-54
WHAT THEY LIKE & WHERE
THEY’VE
Login Page
Basket Bouncers
Homepage Visitors
BEEN
&
“In 2020 audience targeting investment is projected to
exceed search spend”
Source: IAB
WHAT IS “REMARKETING LISTS FOR SEARCH ADS” Reach higher-value audiences for more effective AdWords campaigns
Device Language
Location
Keyword
Existing AdWords targeting criteria Remarketing lists for Search Ads
Daypart
Already familiar with your products or brand 1
2 “Audiences” of higher- converting consumers
“Pet Accessories”
HOW HAS RLSA BEEN USED TO DATE?
Tailor ad text Optimize bids Broaden Keywords
• Telecoms provider customized ads based on product categories viewed (e.g., TV, voice, ISP)
• Saw a 66% decline in CPO
• Bid higher for home page visitors and even higher for product browsers
• Total sales +22%, -43% CPO, +161% CVR
• Used broad keywords like present and gift during peak gift season
• CvR comparable to brand terms, ROI 30% better than non-brand terms
1 2 3
RLSA shows 48% lower CPAs* than rest of Search spend
*Google Internal Data: 1,000+ CIDs
RESULTS SO FAR….
2. Multi-Screen World
Adwords Estimated Total Conversions
3. Export with Adwords
Online Sales By UK Retailers to Increase 7X By 2020
Product Listing Ads Power eComm Export Growth
4. Giving Users Choice
Display Media is Somewhat Broken
“Attention is a scarce resource. Branding is the experience marketers create to win that attention” -- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush
Ads That Let Users Choose
CPE Ads Case Study - Oxfam Providing a lean-in, engaging experience for
consumers drove great results for Oxfam
7.3M reached via Google CPE
(Oxfam only paid for 129k deep engagements)
52% LOWERCPE*
13% HIGHER -- Alison Price, Digital Acquisition manager, Oxfam ENGAGEMENT* RATES
*Compared to a fixed rate card engagement provider in a head to head test
Thank You!
MARSHALLS CASE STUDY... The brief:
Croud appointed in April 2013 to improve performance on the
account
What we did:
– Account Restructuring
– Keyword and Negative Builds
– Daily bid optimisation to maximise efficiency
– Product Listing Ads setup
– Creative Audits
– Remarketing
– Targeted GDN campaigns
The results:
Within 10 weeks:
• Revenue was up 120%
• We turned a declining ROAS into year on year positive
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YoY RO
AS
Revenu
e (In
dexed)
2012 Rev 2013 Rev YoY ROAS (cumul.)
Google confidential
November 26th 2013
Nathan Tait-Hill, Sales Leader DoubleClick Search
Smarter, Faster & Better Search with DoubleClick
Google confidential
All your search in one place, powered by Google and integrated into DoubleClick
Campaign Management
ReporMng
Bid Management
Google confidential
Campaign automation with DoubleClick
Your business inventory
Auto-create based on inventory
Automate Standard Campaigns & PLAs with
inventory-aware campaigns
Optimize through smart bidding algorithms for increased performance
Your Product Here $ XXX – Your nameYour promotional message
Automated Rules monitor and take action across all
your campaigns, keywords and ads
Google confidential
Better Bid Management with fresher data Keep closer to your CPA targets
Drastically increase conversions by 32%
Time
Target CPA = $5
4x daily bidding
1x daily bidding Real time ‘Instant’
Conversions
Real-time reporting
Faster remarketing
Better bid optimization
Conversions (online & offline)
Google confidential
Robust Reporting for every audience
Executive Dashboards compelling, easy-to-create “dashboards” for clients
In-house data analysts: reporting API for programmatic, bulk access to engine & conversion data
DoubleClick Search Updated every 15 minutes across 90 metrics, all in one place for Croud
Google confidential
Boost ROI through search to display Customers seeing results with “instant” remarketing
shoes |
Talking boots
FREE SHIPPING
A frictionless, tagless experience
Insights from paid search…
…fuel display performance
MAKING THE MOST OF MULTISCREEN
MULTI-TASKING
BLUE
30%
51%
62%
Smartphone usage
30%
51%
62%
Smartphone usage
Smartphone shopping
56%
Source: EnumeraMon study, Google/TNS, 2013
Simultaneous use
Multi-tasking Complementary use
Source: The New MulM-‐screen World: Understanding Cross-‐Plaaorm Consumer Behaviour, Google/Ipsos, Sept 2012
Sequential use
Continue on desktop or tablet Start on phone
Source: The New MulM-‐screen World: Understanding Cross-‐Plaaorm Consumer Behaviour, Google/Ipsos, Sept 2012
65%
18%
24%
Source: ComScore: Mobilens, 2012
20%
45%
Source: Cisco, 2012 and Google Our mobile planet, 2012
Any guesses?
HARRY DAVIES
Harry davies
Harry Davies about.me/harrydavies Harry loves data marketing Find out how much by calling.
BUT HOW DO I KNOW IF IT IS
IMPORTANT TO ME?
BUT WHAT IS IT WORTH?
1 Find out how many customers are using mobile
1 Find out how many customers are using mobile
2 Assess how much value mobile is adding
1 Find out how many customers are using mobile
2 Assess how much value mobile is adding
3 Measure everything you can
1 Find out how many customers are using mobile
2 Assess how much value mobile is adding
3 Measure everything you can
Digital Brand
Marketing Strategy
V1 Brand = Product +
Personality
V2 Brand = Context
+ Currency
V3 Brand = Application
+ Involvement
Dramatise
Augment
Embed
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Thank you!