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The Future of MediaHow Google Enhanced Campaigns benefitconnected brandsA iCrossing and Google Braintrust WebinarWednesday...
With you today…                                                                    #iCinsight                             ...
Driving the future of connectedness          for 15 years and counting…COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL ...
Why are we here today?            •       Changing consumer behavior            •       Implications for businesses and ma...
People’s changing behavior                             Google Confidential and Proprietary   5
Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns                                  ...
We are constantly connected                              Google Confidential and Proprietary   7
We search for everything         Weather forecast                                                     Chase ATMs          ...
We search for everything… at any time          Weather forecast                                                           ...
We search for everything… across devices          Weather forecast                                                        ...
We search for everything… from anywhere          Weather forecast                                                         ...
These are the moments that matter               Pizza                 7:30 pm                                    Google Co...
Millions of people. Billions of moments that matter.                                           4:20 pm          12:00 pm  ...
Each person wants relevance – to each of her own moments                 Pizza                    7:30 pm                P...
Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns                                  ...
Results are powered by relevance.              Results                        Relevance                                   ...
Search gave us intent                        PizzaIntentWhats on her mind                                Google Confidenti...
A constantly connected world gives us context                                        PizzaIntent               Context    ...
Together, intent & context explode possibilities for relevanceIntent               Context                       pizza    ...
Relevance is not one-size-fits-all  Pizza                                               Pizza            On a smartphone  ...
Weve been using devices as a proxy for context           pizza   Saratoga Pizza $3 Slices            m.saratogapizza.com  ...
But device types are blurring           pizza   Saratoga Pizza $3 Slices            m.saratogapizza.com            Enjoy o...
Measurement must value more complex conversion paths        Moment    Search         Conversion   Report                  ...
Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns                                  ...
Introducing enhanced campaigns                                              8:25 am            8:25 am                    ...
Key features of enhanced campaigns   Powerful tools         Smarter ads       Advanced reports for the multi-device    for...
Powerful marketing tools for the multi-device world                        Bid adjustmentsDevice     +10%      On phone   ...
Easily adjust bids for any location                 Targeted locations                         Bid adjustment             ...
Easily adjust bids for different devices             Targeted devices                           Bid adjustment            ...
Customized ads and extensions for mobile                                                         Saratoga Pizza $3 Slices ...
Scheduled extensions        Saratoga Pizza– Order online, ready in 15 minutes.        www.saratogapizza.com/        Fast, ...
Upgraded sitelinks available for each ad group                                Enhanced Campaign  Tournament quality balls ...
Performance reporting for each sitelinkSitelink                Status        Clicks   Impressions    CTR       Cost       ...
Advanced reporting to measure more conversion types            Calls                      Digital downloads        In-stor...
Simplified campaign management      50                2        2        = 200               OR                            ...
iCrossing’s experience                                                                    to dateCOPYRIGHT ICROSSING / PRO...
Enhanced campaigns today      iCrossing has been closely aligned with Google on the roll out of      enhanced campaigns gl...
Preliminary client experience                                                     Performance                             ...
Bottom line            • Enhanced campaigns can:               – Simplify many of our clients’ most complicated           ...
#iCinsight                         Q&AStay Connected with iCrossing   Find out more at www.icrossing.com       Call us tol...
Thank youCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL               41
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How to Build a Connected Brand with Google Enhanced Campaigns - iCrossing

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On March 20, Google's Head of Global Mobile Search Ads, Surojit Chatterjee, and iCrossing Senior Vice President of Media, Jonathan Adams, discussed how Google's Enhanced Campaigns can help you reach people in the moments that matter across all devices.

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Transcript of "How to Build a Connected Brand with Google Enhanced Campaigns - iCrossing"

  1. 1. The Future of MediaHow Google Enhanced Campaigns benefitconnected brandsA iCrossing and Google Braintrust WebinarWednesday, March 20, 2013
  2. 2. With you today… #iCinsight Surojit Chatterjee Head of Global Mobile Search Ads Product Google Jonathan Adams Senior Vice President, Media iCrossingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  3. 3. Driving the future of connectedness for 15 years and counting…COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  4. 4. Why are we here today? • Changing consumer behavior • Implications for businesses and marketers • Introducing enhanced campaigns • iCrossing’s experience to dateCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  5. 5. People’s changing behavior Google Confidential and Proprietary 5
  6. 6. Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns Google Confidential and Proprietary 6
  7. 7. We are constantly connected Google Confidential and Proprietary 7
  8. 8. We search for everything Weather forecast Chase ATMs Macy’s hours Dyson D35 vacuum Pizza AMC show Nail salons Movie reviews Bose headphones Mattress sales Downtown Bakery Google Confidential and Proprietary 8
  9. 9. We search for everything… at any time Weather forecast Chase ATMs 7:10 am 8:12 am Macy’s hours Dyson D35 vacuum Pizza 7:30 pm 2:35 pm 9:06 am AMC show Nail salons 3:40 pm 12:40 pm Movie reviews 4:30 pm Bose headphones Mattress sales 2:42 pm Downtown Bakery 2:30 pm 1:45 pm Google Confidential and Proprietary 9
  10. 10. We search for everything… across devices Weather forecast Chase ATMs 7:10 am 8:12 am Macy’s hours Dyson D35 vacuum Pizza 7:30 pm 2:35 pm 9:06 am AMC show Nail salons 3:40 pm 12:40 pm Movie reviews 4:30 pm Bose headphones Mattress sales 2:42 pm Downtown Bakery 2:30 pm 1:45 pm Google Confidential and Proprietary 10
  11. 11. We search for everything… from anywhere Weather forecast Chase ATMs 7:10 am 8:12 am Macy’s hours Dyson D35 vacuum Pizza 7:30 pm 2:35 pm 9:06 am AMC show Nail salons 3:40 pm 12:40 pm Movie reviews 4:30 pm Bose headphones Mattress sales 2:42 pm Downtown Bakery 2:30 pm 1:45 pm Google Confidential and Proprietary 11
  12. 12. These are the moments that matter Pizza 7:30 pm Google Confidential and Proprietary 12
  13. 13. Millions of people. Billions of moments that matter. 4:20 pm 12:00 pm 10:30 pm 7:21 pm 5:30 am 8:30 am 2:00 pm 5:30 am 12:00 pm 5:30 am 6:30 pm 4:20 pm 5:00 pm 11:14 am 2:55 pm 11:14 am 7:21 pm 10:30 am 6:31 pm 10:30 pm 10:26 am 6:31 pm 2:00 pm 6:31 pm 7:21 pm 10:26 am 10:30 pm 10:30 am 11:14 am 1:27 pm 11:14 am 1:16 pm 10:26 am 10:30 pm 7:30 pm 10:30 pm 9:05 pm 8:25 am Google Confidential and Proprietary 13
  14. 14. Each person wants relevance – to each of her own moments Pizza 7:30 pm Pizza 10:30 pm Pizza 11:14 am Google Confidential and Proprietary 14
  15. 15. Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns Google Confidential and Proprietary 15
  16. 16. Results are powered by relevance. Results Relevance Google Confidential and Proprietary 16
  17. 17. Search gave us intent PizzaIntentWhats on her mind Google Confidential and Proprietary 17
  18. 18. A constantly connected world gives us context PizzaIntent Context 7:30 pmWhats on her mind Her device Her location Her time of day Google Confidential and Proprietary 18
  19. 19. Together, intent & context explode possibilities for relevanceIntent Context pizza Saratoga Pizza $3 SlicesWhats on her mind Her device m.saratogapizza.com Enjoy our $3 counter slices. Call 1.1mi Or try a $10 carryout dinner. Her location Directions - $10 Dinner Specials Her time of day Google Confidential and Proprietary 19
  20. 20. Relevance is not one-size-fits-all Pizza Pizza On a smartphone On a laptop Downtown At home 7:30 pm 11:14 am Saratoga Pizza $3 Slices Saratoga Pizza for Lunch – Order online, ready in 15 mins. m.saratogapizza.com www.saratogapizza.com/ Enjoy our $3 counter slices. Fast, free delivery or dine in. Call 1.1mi Or try a $10 carryout dinner. 118 people +1d or follow Saratoga Pizza Order Online Now 2 Large Pizzas for $15 Directions - $10 Dinner Specials Delivery Map Party Menu & Delivery Google Confidential and Proprietary 20
  21. 21. Weve been using devices as a proxy for context pizza Saratoga Pizza $3 Slices m.saratogapizza.com Enjoy our $3 counter slices. Call 1.1mi Or try a $10 carryout dinner. Directions - $10 Dinner Specials Google Confidential and Proprietary 21
  22. 22. But device types are blurring pizza Saratoga Pizza $3 Slices m.saratogapizza.com Enjoy our $3 counter slices. Call 1.1mi Or try a $10 carryout dinner. Directions - $10 Dinner Specials Google Confidential and Proprietary 22
  23. 23. Measurement must value more complex conversion paths Moment Search Conversion Report Google Confidential and Proprietary 23
  24. 24. Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns Google Confidential and Proprietary 24
  25. 25. Introducing enhanced campaigns 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 amEnhanced campaigns help you reach people in the moments thatmatter 8:25 am across all devices, with smarter ads that are relevant to am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25intent and context. 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am Google Confidential and Proprietary 25
  26. 26. Key features of enhanced campaigns Powerful tools Smarter ads Advanced reports for the multi-device for varying user to measure more world contexts conversion types Google Confidential and Proprietary 26
  27. 27. Powerful marketing tools for the multi-device world Bid adjustmentsDevice +10% On phone 0% On laptopLocation +20% Palo Alto -10% Mountain ViewTime +5% 7:30 pm +20% 5:23 pm Friday Monday 1.39x bid 1.08x bid Google Confidential and Proprietary 27
  28. 28. Easily adjust bids for any location Targeted locations Bid adjustment Total - all locations United States United States +0% +0% Canada Canada +0% +0% California, United States +0% +0% Mountain View, California, United States +0% +0% Palo Alto, California, United States Palo Alto, California, United States +0% +0% Total - all other locations Total - all locations Google Confidential and Proprietary 28
  29. 29. Easily adjust bids for different devices Targeted devices Bid adjustment Total – all devices United States Desktop and laptop computers +0% Fixed: +0% Canada Mobile devices with full browsers +0% +20% California, United States Tablets with full browsers +0% Fixed: +0% Mountain View, California, United States Total – all devices +0% Google Confidential and Proprietary 29
  30. 30. Customized ads and extensions for mobile Saratoga Pizza $3 Slices PizzaHouse $3 Slices m.saratogapizza.com m.pizzahouse.com 1.1mi Enjoy our $3 counter slices. Or try a $10 carryout dinner. Directions - $10 Dinner Specials Call Enjoy our $3 counter slices. Enjoy our $3 counter slices. Call 1.1mi Call 1.1mi Or try a $10 carryout dinner. Or try a $10 carryout dinner. Directions -- $10 Dinner Specials Directions $10 Dinner Specials Device preference Mobile Google Confidential and Proprietary 30
  31. 31. Scheduled extensions Saratoga Pizza– Order online, ready in 15 minutes. www.saratogapizza.com/ Fast, free delivery or dine in. 118 people +1d or follow Saratoga Pizza Fri Order Online Now $7 Dine-in Lunch Specials Delivery Map Office Delivery Menu Saratoga Pizza – Order online, ready in 15 minutes. www.saratogapizza.com/ Fast, free delivery or dine in. Sat 118 people +1d or follow Saratoga Pizza Order Online Now 2 Large Pizzas for $15 Delivery Map Dinner Side Salads and Desserts Google Confidential and Proprietary 31
  32. 32. Upgraded sitelinks available for each ad group Enhanced Campaign Tournament quality balls - $15/doz Mens rackets Pressureless tennis balls - $14/doz Womens rackets Kids foam tennis balls - $16/doz Kids rackets Cage ball basket - $15 Clearance rackets - 30% off Ad group 1 Ad group 2 Google Confidential and Proprietary 32
  33. 33. Performance reporting for each sitelinkSitelink Status Clicks Impressions CTR Cost Avg. position Shop All Eligible 7 874 0.08% $4.72 1.7 Track an Order Disapproved 34 622 2.93% $9.78 2.1 Store Locator Eligible 6 498 0.50% $12.76 1.9Total - all sitelinks 258 3,614 7.01% $38.97 2.7 Google Confidential and Proprietary 33
  34. 34. Advanced reporting to measure more conversion types Calls Digital downloads In-store offers Cross-device Google Confidential and Proprietary 34
  35. 35. Simplified campaign management 50 2 2 = 200 OR =1 Legacy Enhanced Campaigns Campaign Google Confidential and Proprietary 35
  36. 36. iCrossing’s experience to dateCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
  37. 37. Enhanced campaigns today iCrossing has been closely aligned with Google on the roll out of enhanced campaigns globally – and have tested the new functionality for several months across a variety of clients: Client A Client B Client C Profile Global leader in Premium National network of cancer the beverage spirits brands hospitals and treatment industry centers Objective Branding and Category Performance marketing Engagement differentiation and acquisitionCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 37
  38. 38. Preliminary client experience Performance (ROI) ComplexityCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
  39. 39. Bottom line • Enhanced campaigns can: – Simplify many of our clients’ most complicated initiatives – Improve overall ad performance by adding location, time of day and device level optimization at scale – Give marketers and agencies the tools to create smarter adsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 39
  40. 40. #iCinsight Q&AStay Connected with iCrossing Find out more at www.icrossing.com Call us toll-free at 866-620-3780 Email us at findout@icrossing.com Connect with us on Google+ https://plus.google.com/+iCrossing Follow us on Twitter @icrossing and @thecontentlab Become a fan at Facebook.com/icrossing
  41. 41. Thank youCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 41
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