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 …

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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  • 1. The Future of MediaHow Google Enhanced Campaigns benefitconnected brandsA iCrossing and Google Braintrust WebinarWednesday, March 20, 2013
  • 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. Driving the future of connectedness for 15 years and counting…COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  • 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. People’s changing behavior Google Confidential and Proprietary 5
  • 6. Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns Google Confidential and Proprietary 6
  • 7. We are constantly connected Google Confidential and Proprietary 7
  • 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. 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. 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. 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. These are the moments that matter Pizza 7:30 pm Google Confidential and Proprietary 12
  • 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. 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. Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns Google Confidential and Proprietary 15
  • 16. Results are powered by relevance. Results Relevance Google Confidential and Proprietary 16
  • 17. Search gave us intent PizzaIntentWhats on her mind Google Confidential and Proprietary 17
  • 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. 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. 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. 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. 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. Measurement must value more complex conversion paths Moment Search Conversion Report Google Confidential and Proprietary 23
  • 24. Consumer behaviorImplications for businesses and marketersIntroducing enhanced campaigns Google Confidential and Proprietary 24
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. Advanced reporting to measure more conversion types Calls Digital downloads In-store offers Cross-device Google Confidential and Proprietary 34
  • 35. Simplified campaign management 50 2 2 = 200 OR =1 Legacy Enhanced Campaigns Campaign Google Confidential and Proprietary 35
  • 36. iCrossing’s experience to dateCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
  • 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. Preliminary client experience Performance (ROI) ComplexityCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
  • 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. #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. Thank youCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 41