Google Confidential and Proprietary 11Google Confidential and ProprietaryOnline Marketing and SearchOpportunities You are Mi...
Google Confidential and Proprietary 22Help yourcustomersfind youBe relevantto yourcustomersMeasurethe fullcustomerjourney
Google Confidential and Proprietary 33Source: Google internal datatop shelf sideTop shelf space on Google gets 10X the volu...
Google Confidential and Proprietary 44Maximize shelf space with innovative ad formatsSeller reviewsConsider Convince Conver...
Google Confidential and Proprietary 55#2 Search Engine?
Google Confidential and Proprietary 6666MFashionistasNielsen @Plan
Google Confidential and Proprietary 77Reimagine Your Brand
Google Confidential and Proprietary 88Drive YouTube Viewers to Your Site
Google Confidential and Proprietary 99Leverage annotations and calls-to-actionEnable your audience to take action
Google Confidential and Proprietary 1010Source: Comscore, Dec. 11, 201196%of site visitors leavewithoutcompleting atransact...
Google Confidential and Proprietary 1111Consumer Characteristics•  What is the user’s age and gender?•  What are the user’s...
Google Confidential and Proprietary 1212Sophisticated segmentationleads to more relevant campaignsHomepagevisitorsProduct c...
Google Confidential and Proprietary 1313Capture your most valuableaudience segments with GoogleSource: Internal Google data...
Google Confidential and Proprietary 1414Build frequency through YouTube remarketingUsers who did not skipyour adFind them a...
Google Confidential and Proprietary 1515
Google Confidential and Proprietary 1616Google Analytics: Universal AnalyticsInclude Offline Sales Track Across Devices
Google Confidential and Proprietary 1717YouTubeAnalytics+Adwordsfor VideoDemographic informationRetention rates and drop-off...
Google Confidential and Proprietary 1818Help yourcustomersfind youBe relevantto yourcustomersMeasurethe fullcustomerjourney
Google Confidential and Proprietary 1919Google Confidential and ProprietaryThank YouJochen HeckIndustry Director, Retail
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Online Marketing and Search Opportunities You're Missing.

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Slides da apresentação que o Google fez no IRCE 2013.

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Online Marketing and Search Opportunities You're Missing.

  1. 1. Google Confidential and Proprietary 11Google Confidential and ProprietaryOnline Marketing and SearchOpportunities You are MissingJochen HeckIndustry Director, Retail
  2. 2. Google Confidential and Proprietary 22Help yourcustomersfind youBe relevantto yourcustomersMeasurethe fullcustomerjourney
  3. 3. Google Confidential and Proprietary 33Source: Google internal datatop shelf sideTop shelf space on Google gets 10X the volumeside
  4. 4. Google Confidential and Proprietary 44Maximize shelf space with innovative ad formatsSeller reviewsConsider Convince ConvertSocial annotationSitelinksProduct Listing AdsOffer extensionsDrop DownExtensionLocation Extensions
  5. 5. Google Confidential and Proprietary 55#2 Search Engine?
  6. 6. Google Confidential and Proprietary 6666MFashionistasNielsen @Plan
  7. 7. Google Confidential and Proprietary 77Reimagine Your Brand
  8. 8. Google Confidential and Proprietary 88Drive YouTube Viewers to Your Site
  9. 9. Google Confidential and Proprietary 99Leverage annotations and calls-to-actionEnable your audience to take action
  10. 10. Google Confidential and Proprietary 1010Source: Comscore, Dec. 11, 201196%of site visitors leavewithoutcompleting atransaction
  11. 11. Google Confidential and Proprietary 1111Consumer Characteristics•  What is the user’s age and gender?•  What are the user’s interests?Use real time data to personalize your messageCurrent 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(100s of useful signals)34 yrsOldFemale FashionSite 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 betaSmartphone VisitedYesterdayShoppingCartLTV: $100
  12. 12. Google Confidential and Proprietary 1212Sophisticated segmentationleads to more relevant campaignsHomepagevisitorsProduct categoryvisitors: t-shirtsShopping cartabandonersPaymentabandonersPast purchasersRemarketinglistsOffer“Discover greatdeals”“Check out newarrivals”“Today only” “30% off”“Other customersalso bought…”BidThresholds$2.00 $3.00 $5.00 $8.00 $5.00
  13. 13. Google Confidential and Proprietary 1313Capture your most valuableaudience segments with GoogleSource: Internal Google data aggregated across global campaignsDynamic text vs. static textA recent advertiser saw:Dynamic Text AdsRemarketing Lists forSearch AdsIncrease ad exposure only yourmost valuable customerOptimizeDeliver specific message to eachsegmentCustomizeCTR: +145% Conv Rate: +315%ROAS: +250%CTR: +3.5X Conv Rate: +2XCPA: 60% improvementTailored bidding and algorithmsspecific to dynamic remarketed adsCaptureApply data feed with most up dodate product pricingMessage
  14. 14. Google Confidential and Proprietary 1414Build frequency through YouTube remarketingUsers who did not skipyour adFind them acrossYouTube & the GoogleDisplay NetworkDeliver a follow-up adtailored to that group
  15. 15. Google Confidential and Proprietary 1515
  16. 16. Google Confidential and Proprietary 1616Google Analytics: Universal AnalyticsInclude Offline Sales Track Across Devices
  17. 17. Google Confidential and Proprietary 1717YouTubeAnalytics+Adwordsfor VideoDemographic informationRetention rates and drop-off pointsPlayback locations,performance on each deviceViews, conversions,follow-on views and subscribesUnderstand more than just the conversion
  18. 18. Google Confidential and Proprietary 1818Help yourcustomersfind youBe relevantto yourcustomersMeasurethe fullcustomerjourney
  19. 19. Google Confidential and Proprietary 1919Google Confidential and ProprietaryThank YouJochen HeckIndustry Director, Retail
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