online marketing and search opportunities you're missing
Post on 14-Sep-2014
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Slides da apresentação que o Google fez no IRCE 2013.TRANSCRIPT
Google Confidential and Proprietary 1 1 Google Confidential and Proprietary
Online Marketing and Search Opportunities You are Missing
Jochen Heck
Industry Director, Retail
Google Confidential and Proprietary 2 2
Help your customers find you
Be relevant to your
customers
Measure the full
customer journey
Google Confidential and Proprietary 3 3 Source: Google internal data
top shelf side
Top shelf space on Google gets 10X the volume
side
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
Google Confidential and Proprietary 5 5
#2 Search Engine?
Google Confidential and Proprietary 6 6
66M Fashionistas Nielsen @Plan
Google Confidential and Proprietary 7 7
Reimagine Your Brand
Google Confidential and Proprietary 8 8
Drive YouTube Viewers to Your Site
Google Confidential and Proprietary 9 9
Leverage annotations and calls-to-action
Enable your audience to take action
Google Confidential and Proprietary 10 10 Source: Comscore, Dec. 11, 2011
96% of site visitors leave
without completing a transaction
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
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
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
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
Google Confidential and Proprietary 15 15
Google Confidential and Proprietary 16 16
Google Analytics: Universal Analytics
Include Offline Sales Track Across Devices
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
Google Confidential and Proprietary 18 18
Help your customers find you
Be relevant to your
customers
Measure the full
customer journey
Google Confidential and Proprietary 19 19 Google Confidential and Proprietary
Thank You
Jochen Heck
Industry Director, Retail