reaching relevant people online nasscom
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Reaching relevant people online
Aniruddh Jain
Intro
• Graduated with a B.Tech from IIT-G• Started first company in fuel cells at CIIE, IIMA• Pivoted to Power Data Analytics firm by endof first year working with Tata Power and Reliance Energy• Exited in 2012• Joined as Marketing head for an education
startup• Left startup to join Google Large Customer Sales
Clients I work with
Current State of the Internet
Internet in India – Significant Mass & Growing
Source: Comscore; Indian Census; IAMAI Reports
Indians across the country are online
Internet users are from tier 2/3 towns
Penetration in Urban India
150mn
51%
30%
Mobile Internet Users in India
87mn
60%40%
Online Users – India’s core consuming class
Source: IAMAI Report
Of urban internet users are SEC A/B
60%15-24 yrs; 37%
25-34 yrs; 38%
35-44 yrs; 16%
45-54 yrs; 6% 55+ yrs; 3%
Total Pop : 1.2B
Urban (12+) : 240M
Urban Internet : ~99M
SEC A/B (15-44): 50MWomen’s presence online is increasing
Key consuming class is already online
75% are between
15-34 years of age
And their consumption of digital is increasing at a phenomenal pace
Source: Google Internal Data
0
2
4
6
8
10
12
10x growthin the last 5 years
0
50
100
150
200
250
300
250x growth in the last 5 years
60mn people will have Smartphones in 2013
Source: Canalys Q3’12 APAC PC Client Forecast
2011 2012 2013 2014 2015 2016
22M36M
58M
91M
134M
181M
Source: Google Internal Data
1 video played forevery 2.5 search queries
28% of all videos are being consumed on mobile devices
The Many Faces of Marketing Online
• SEO• Blogs• Paid Reviews• PR• Search• Display Banners• Video• Mobile
Paid Vs Free (Pros and Cons)
• Precise reach (demographic, location, device)
• Efficient (more bang per buck)• Leveraging different
mediums/devices instead of sticking to just blog posts/articles
• Extended reach beyond organic
• It’s paid • May sometimes lead to ad
blindness• For some people, less convincing
than inbound content
• Only resources required are time and effort
• Pays over multiple times• In some cases, is more convincing
than paid marketing, hence a better rate of qualified leads
• Very limited volumes• Tougher and tougher for good
content to get heard• Not targeted enough, spillover
issues• Process largely not predictable
Free
ConsPros
Paid
Types of Marketing
• Awareness/Brand Building (Metrics: Impressions, Reach, SEC A/B, GRP/CPRP; Mediums: TV, Radio, OOH, Online Video)
• Strategic/Lead gen (Metrics: CPA, Conv Volume, Quality of leads; Mediums: Search, Print)
Collecting leads online
Anatomy of an online conversion
Impressions
Clicks/Site traffic/Visitors
Sign-ups/Conversions
Increase no. of impressions- By increasing reach through broader targeting- By higher budgets/bids
Increase no. of clicks (CTR)- Through better/convincing/more relevant ad copy- Showing more site entry points per ad or per impression
Increase sign-ups (conversion rate)- Better landing page quality (design, social proof, free trial)- Increasing site speed- Reducing bounce rates by being relevant
What products to use?• Google Search [Search]• Sitelinks [Search]• RLSA [Search]• PLA [Search]• DSA [Search]• Affinity/In-market [Display]• Call extensions [Mobile]• Location extensions [Mobile]
Google Search – 3 pillars
Brand
•Low Volumes•Best Conversion rate (~2-10%)Cate
gory
•Very high volumes•Average conv rate (~0.5-1%)
Competition
•Medium volumes
•Minimal conv rates (~0.1-0.2%)
Ad Rank ∞ Q.S. X Max C.P.C.
CTRAd relevancy
LPQConv Rate
Better position = better CTRs
Top slots = 5-10x Side slots
Three line: 40% average CTR lift
One line: 17% average CTR lift
Help customers navigate to your site faster, driving more volume at higher conversion rates
Ad Sitelinks
Mobile: 30% average CTR lift
Diversify your messaging and direct customers to the most relevant online destinations
Ad Sitelinks
Give customers a choice of offers (demos, whitepapers,
videos, trials) to align with their stage in the purchase process
Help customers self-identify business size or
industry
An easy, scalable and convenient way for advertisers to display their products to interested customers on Google.com
Product Listing Ads
• Can be up 5 PLAs on the top ad slot and up to 8 in the right hand ad slot
• PLAs display a product title, price, image, merchant and promo messages (optional)
Top Right
Social Extensions
• Social extensions link your Google+ page to your ads to combine +1’s and follows from your ads, searches, Google+ page, and homepage
• Extensions available for search and display ads
5 -10%avg. search ad CTR uplift
Source: Google Internal Data, March 2012
“Socialize” your ads and harness the power of personal recommendations by connecting your Google+ Page with search ads
Dynamic Search Ads
Drive incremental site traffic without building long lists of keywords
AdWords for Video adwords.google.com/videoWant to grow your business?Create your ad campaign today!
Headline dynamically generated
Ad template written by you
• Instead of choosing keywords, ads and landing pages, advertisers develop an ad template and a max CPC bid, and their sites are crawled and indexed using similar technologies to Google natural search
• When a relevant search occurs, Google dynamically generates an ad with a headline based on the query, and the text based on your most relevant landing page
Remarketing for Search Ads
Ads are mocks used for examples purposes only
Optimize search ads based on customers’ past site behavior
Create a list of users who visit your site by inserting a few lines of code onto key pages, that will create lists of users who visit these pages.
Click Collect Customize
Step 1 Step 2 Step 3
Remarket to users who visited the Google Jobs site when they later perform relevant searches on Google.com.
Apply a user list to a Google search ad group to restrict traffic to only that list of users. When they search on Google.com, serve an ad with a customized message
Remarketing for Search AdsSegment your messaging based on a searcher’s previous actions
How it works
Pixel placed on your site(or Google Tag Mgr – see Appendix)
“Audience” list of visitors
RLSA
Targeted AdWordssearch campaigns
Targeted GDN ads
Remarketing for Search Ads
Ads are mocks used for examples purposes only
Segment your messaging based on a searcher’s previous actions
IT Decision Maker
Business analytics1
SAS Business Analyticswww.sas.com/analyticsDeliver Actionable Insights. Download Whitepaper Today to Learn More!
Business analytics
SAS Analytics Demowww.sas.com/analyticsWatch a Demonstration of SASBusiness Analytics Solution in Action!
Key Benefits:Expand your reach, improve targeting, enhance performance and avoid duplicative ads
Business analytics2 Business analytics
Remarketing for Search AdsOptimize search ads based on customers’ past site behavior
Remarketing for Search Ads enables advertiser to adjust their
based on whether a customer has previously visited a specific page
Bids
Creatives Keywords
Keyword 2
Keyword 1
Keyword 3
Google Mobile Advertising Solutions
Ads in Search Ads in Apps
Ads in VideoAds in Sites
Mobile Targeting Capabilities
Remarketing
Demographic & Psychographic
Content CategoriesDevice, OS, Carrier
Keyword TargetingLocation
Help customers find your locations with an ad extension that shows your businesses as a blue pin directly within a map on Google.com
Location Extensions
Mobile Example FormatDesktop Example Format
Airport TargetingTarget customers in transit at specific airports
• Over 350 airports available to target• Available for search and display ads
across desktop, tablet and mobile phone
Mobile Conversion Strategies
Generate leads with Communication Ads
Showcase inventory with Product Listing
Ads
Direct customers to specific pages with Sitelinks
“AdMob CPC” app targeting
Reach Them Leveraging Existing Ad UnitsTablets use most of the standard IAB ad units including 300x250, 468x60, 728x90, and can be text based or image
Run banner ads across the AdMob app network to drive traffic and engagement
Reach Them Where They AreFor every 5 minutes spent on a mobile device, 4 of them are spent in apps
Source: ComScoreSource: ThinkB2B Google/Compete Tech B2B Study, 2010
Reach C-Level Executives The C-Suite averages 4+ devices; compared to all other executives who average 2.28
Click to Call Ad FormatsConnect with customers directly over the phone, making it easy for customers to reach you
Display Text Landing Page Search Ad
Click to Call for MobileShow a clickable phone number and url, making it easy for customers to reach you
Search In App
Reach customers who want to call
your business when searching or when
in an app
Drive Digital Downloads with Google
Elevator Pitch
Key Products to Use
• 70% of Android & iOS users spend an average of 81 min a day using apps*
• Reach high-intent consumers who are searching for your business or browsing the mobile web and using apps
• Click-to-download ads allow users to click through to the app market to download your app or digital product. Works across Search & GDN
• App Extensions allow users to click through to your website from the ad headline or to the app market via an ad extension to download your app
Drive downloads or sales of digital goods such as apps, books, music, and movies
Best Practices
• Use AdWords Conversion Tracking to track app downloads resulting from your ads
• Reach the right audience with granular mobile-specific targeting: OS, OS version, device, carriers and specific apps
• Track and optimize ROI across keywords and placements
Source: comScore, Alexa and Flurry Analytics, 2011
Mobile RemarketingClick & App Remarketing enables advertisers to reengage customers
Customer clicks your ad and performs x
Retarget for additional desired action
Automatically generate
retargeting lists
Customer installs and opens your app
Remarket for in-app activity
Automatically generate
remarketing lists
Click Remarketing
App Remarketing
Building a Brand Online
Which products to use?
• Video• Banner Ads• Remarketing
Reach the right person at the right time in the right place
Interest Categories: Show ads based on inferred interests & demographics
Geography: Show ads on based on city or state
Placements: Show ads on websites that you select
Keywords: Precisely match messaging to page content
Topics: Show ads on sites that cater to specific topics
Remarketing:Show ads to those who previously expressed interest
The art of brand building meets the science of performance marketing
Control
Reach the perfect
audience
Targeting
Use multiple formats to tell your brand’s
story
Creative
Receive real-time reports capturing
user feedback
Measurement
Bid and pay only for user engagement
Bidding
Google Display Network Can Target Both Content & Audience
Placement Targeting
Topic Targeting
Remarketing
Interest Category Marketing
Target Content Target Audience
Awar
enes
sD
eman
d G
ener
ation
Keyword Contextual Targeting
• Ads are served on premium and long-tail sites you hand pick
• Example Placements: Forbes.com, allbusiness.com, nytimes.com, businessinsider.com
Hand select the sites where your ads will show
Placement Targeting
Target ads based on categories of interest to your customers
Topic Targeting
Enterprise Technology
1Alternative to selecting individual sites
DataManagement
Networking
2 Over 1750 Topics
• Google uses keywords and themes to find the right placements, showing your ads on pages that are the most suitable match for your message
• Leverage search keyword to build comprehensive targeting lists based on advertiser defined themes
Target ads to consumers based on the content they’re reading
Keyword Contextual Targeting
Interest Category Targeting
500M+daily global internet users
1000+interest categories
All Ad Formatsincluding text
100s ofBillionsimpressions monthly
It’s Big It’s Intelligent
Types of sites
Frequency of visits
Recent visits
Pricing
Real-time auction
No added cost for audience data
Reach those who have previously visited related sites
Interest Category Targeting
Suggested Interest Categories:• Data Management• Enterprise Technology• Business Operations – Management• Business and Productivity Software
97% of new site visitors don’t convert on the first visit to your site
Remarketing
Remarketing
Advantages Reach, Frequency, Diversity Pricing,
Transparency, Control
Google Remarketing:
A Complete Solution to Find Your Customers
Performance LeversAuto OptimizationDynamic Creative
Similar UsersCustom Combinations
Share of UsersList Splitting
Audience IntelligenceAudience Composition Reports
Share of Users
Real Time EnhancementsReal Time Lists
Real Time BiddingReal Time Optimizations
YouTube Ad Products
80%60%40%20% 100%0
Female
Male
Total Internet
YouTube
YouTube Demographics in India
80%60%40%20% 100%0
55+
45-54
35-44
25-34
15-24
Gender
Persons -Age
YouTube in India
YouTube India
Total Unique Visitors per Month
42 Million
Total videos views every month
2.1 Billion
Average Daily Visitors per Month
5.2 Million
Average Minutes per visit
13.6 minutes
Average visits per visitor per month
6.5
% Reach 54%
% SEC AB 70%
Source: YouTube Internal Data, ComScore
Total Internet
YouTube
YouTube: Fast becoming the global video destination
Source: TAM, Comscore, IAMAI, Google. SEC AB 14-34
Dai
ly W
atch
Tim
e (M
illio
n H
ours
)
TV Rank
1 4 6 11
14
4.3
2.8
1.6 1.6
1.2
0.7
0.3
Aaj TakImagine TVZee TVStar Plus Sony Max
2014 2013
YouTube poised to be among top 5 TV channels in 2014
TrueView Product SuiteEfficiently ignite video views with cost per view media where customers have
a choice whether to view the video
TrueView
IN-STREAM TrueView
IN-SLATETrueView
IN-SEARCHTrueView
IN-DISPLAY
Users choose to view or skip your In Stream ad
Users choose to view your ad out of three ads shown
Users choose to click through to view your video while searching on YouTube
Users choose to view your video while on relevant sites across the web
TrueView In-StreamGive potential customers a choice when and how they view your message with this skippable video ad
• Before their selected video play, viewers see a video ad for 5 seconds and then can choose to skip or continue watching the ad
• Advertisers are charged only when viewers watch 30 seconds of the ad and/or watch the entire ad
• Targeting options: Keyword, Category, Placement, Demographic and Interest-based (IBA)
TrueView In-SearchPromote videos against relevant search results to reach customers who are searching for related videos
• Ad appears above YouTube organic search results
• Advertisers only pay when people click the ad and begin watching the video
• Targeting options: Keyword (incl. language and geographic)
• Bonus Call to Action ads can appear in watched video ads
TrueView In-SlateGive potential customers a choice when and how they view your message with this skippable video ad
• Before video plays, viewers choose either to watch an ad from one of three different advertisers, or to see regular commercial breaks during the video
• Advertisers are charged only when viewers watch their ads
• Targeting options: Keyword, Category, Placement, Demographic and Interest-based (IBA)
TrueView In-DisplayTarget relevant video Watch Pages to capture the attention of an already-engaged audience
• Ads appear on the YouTube Watch page where viewers are already watching videos
• Advertisers only pay when people click the ad and begin watching the video
• Targeting options: Keyword, Category, Placement, Demographic, and Interest-based (IBA)
Thank You