online marketing and search opportunities you're missing

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Google Condential and Proprietary Online Marketing and Search Opportunities You are Missing Jochen Heck Industry Director, Retail

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Slides da apresentação que o Google fez no IRCE 2013.

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Page 1: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 1 1 Google Confidential and Proprietary

Online Marketing and Search Opportunities You are Missing

Jochen Heck

Industry Director, Retail

Page 2: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 2 2

Help your customers find you

Be relevant to your

customers

Measure the full

customer journey

Page 3: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 3 3 Source: Google internal data

top shelf side

Top shelf space on Google gets 10X the volume

side

Page 4: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 4 4

Maximize shelf space with innovative ad formats

Seller reviews

Consider Convince Convert

Social annotation Sitelinks

Product Listing Ads

Offer extensions

Drop Down Extension

Location Extensions

Page 5: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 5 5

#2 Search Engine?

Page 6: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 6 6

66M Fashionistas Nielsen @Plan

Page 7: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 7 7

Reimagine Your Brand

Page 8: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 8 8

Drive YouTube Viewers to Your Site

Page 9: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 9 9

Leverage annotations and calls-to-action

Enable your audience to take action

Page 10: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 10 10 Source: Comscore, Dec. 11, 2011

96% of site visitors leave

without completing a transaction

Page 11: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 11 11

Consumer Characteristics •  What is the user’s age and gender? •  What are the user’s interests?

Use real time data to personalize your message

Current frame of mind •  Did the user recently leave my site? •  Context of the current page / session •  What device are they on? •  How frequently has the user seen my ads?

Audience + context (100's of useful signals)

34 yrs Old

Female Fashion

Site visitor actions •  What section of my site did they visit? •  How many pages & products did they view? •  Value of products viewed ($500 vs $10) beta •  Tag parameters (e.g., lifetime value) beta •  Past purchases beta •  Time since last conversion beta

Smartphone Visited Yesterday Shopping

Cart LTV: $100

Page 12: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 12 12

Sophisticated segmentation leads to more relevant campaigns

Homepage

visitors Product category visitors: t-shirts

Shopping cart abandoners

Payment abandoners Past purchasers

Remarketing lists

Offer “Discover great deals”

“Check out new arrivals” “Today only” “30% off” “Other customers

also bought…”

Bid Thresholds $2.00 $3.00 $5.00 $8.00 $5.00

Page 13: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 13 13

Capture your most valuable audience segments with Google

Source: Internal Google data aggregated across global campaigns

Dynamic text vs. static text A recent advertiser saw:

Dynamic Text Ads Remarketing Lists for Search Ads

Increase ad exposure only your most valuable customer

Optimize

Deliver specific message to each segment

Customize

CTR: +145% Conv Rate: +315%

ROAS: +250% CTR: +3.5X Conv Rate: +2X

CPA: 60% improvement

Tailored bidding and algorithms specific to dynamic remarketed ads

Capture

Apply data feed with most up do date product pricing

Message

Page 14: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 14 14

Build frequency through YouTube remarketing

Users who did not skip your ad

Find them across YouTube & the Google

Display Network

Deliver a follow-up ad tailored to that group

Page 15: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 15 15

Page 16: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 16 16

Google Analytics: Universal Analytics

Include Offline Sales Track Across Devices

Page 17: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 17 17

YouTube Analytics

+ Adwords for Video

Demographic information

Retention rates and drop-off points

Playback locations, performance on each device

Views, conversions, follow-on views and subscribes

Understand more than just the conversion

Page 18: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 18 18

Help your customers find you

Be relevant to your

customers

Measure the full

customer journey

Page 19: Online Marketing and Search Opportunities You're Missing

Google Confidential and Proprietary 19 19 Google Confidential and Proprietary

Thank You

Jochen Heck

Industry Director, Retail