Slides da apresentação que o Google fez no IRCE 2013.

1. Google Confidential and Proprietary 11Google Confidential and Proprietary
Online Marketing and Search
Opportunities You are Missing
Jochen Heck
Industry Director, Retail

2. Google Confidential and Proprietary 22
Help your
customers
find you
Be relevant
to your
customers
Measure
the full
customer
journey

3. Google Confidential and Proprietary 33Source: Google internal data
top shelf side
Top shelf space on Google gets 10X the volume
side

4. Google Confidential and Proprietary 44
Maximize shelf space with innovative ad formats
Seller reviews
Consider Convince Convert
Social annotationSitelinks
Product Listing Ads
Offer extensions
Drop Down
Extension
Location Extensions

5. Google Confidential and Proprietary 55
#2 Search Engine?

6. Google Confidential and Proprietary 66
66M
Fashionistas
Nielsen @Plan

7. Google Confidential and Proprietary 77
Reimagine Your Brand

8. Google Confidential and Proprietary 88
Drive YouTube Viewers to Your Site

9. Google Confidential and Proprietary 99
Leverage annotations and calls-to-action
Enable your audience to take action

10. Google Confidential and Proprietary 1010Source: Comscore, Dec. 11, 2011
96%
of site visitors leave
without
completing a
transaction

11. Google Confidential and Proprietary 1111
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
YesterdayShopping
Cart
LTV: $100

12. Google Confidential and Proprietary 1212
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

13. Google Confidential and Proprietary 1313
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 AdsRemarketing 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

14. Google Confidential and Proprietary 1414
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

15. Google Confidential and Proprietary 1515

16. Google Confidential and Proprietary 1616
Google Analytics: Universal Analytics
Include Offline Sales Track Across Devices

17. Google Confidential and Proprietary 1717
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

18. Google Confidential and Proprietary 1818
Help your
customers
find you
Be relevant
to your
customers
Measure
the full
customer
journey

19. Google Confidential and Proprietary 1919Google Confidential and Proprietary
Thank You
Jochen Heck
Industry Director, Retail