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Don't Hesitate, Estimate! Cross Device Success With Google's Estimated Total Conversions By Jeremy Hull

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Attribution Success In A Cross-Device World. PRESENTATION: Don't Hesitate, Estimate! Cross Device Success With Google's Estimated Total Conversions - Given by Jeremy Hull, @JeremyHull - iProspect, Director, Bought Media. #SMX #13B

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Don't Hesitate, Estimate! Cross Device Success With Google's Estimated Total Conversions By Jeremy Hull

  1. 1. #SMX #13B @JeremyHull Jeremy Hull Director of Bought Media, iProspect DON’T HESITATE, ESTIMATE! CROSS-DEVICE SUCCESS WITH GOOGLE’S ESTIMATED TOTAL CONVERSIONS
  2. 2. #SMX #13B @JeremyHull 51 COUNTRIES 74 OFFICES $2.1bn GLOBAL BILLINGS 350+ CLIENTS
  3. 3. #SMX #13B @JeremyHull blah blah blah yadda yadda (insert shocking statistic here)
  4. 4. #SMX #13B @JeremyHull “Billions of times per day, consumers turn to Google…and at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.1” The “Mobile Moment” is Here Source: Google | Inside AdWords Blog 1Internal Google data
  5. 5. #SMX #13B @JeremyHull 62% of marketers advertising on mobile don’t have an intentional, separate mobile strategy Source: Offerpop, “The State of Digital Marketing Trends: The 2015 Report”; eMarketer calculations, Dec 8, 2014
  6. 6. #SMX #13B @JeremyHull
  7. 7. #SMX #13B @JeremyHull ?
  8. 8. #SMX #13B @JeremyHull AVAILABLE NOW
  9. 9. #SMX #13B @JeremyHull
  10. 10. #SMX #13B @JeremyHull Google Estimated Total Conversions: Cross-Device Conversions When consumers are signed into Google accounts on multiple devices, we record conversions that result from an ad click on another device We use this sample of cross-device conversions to estimate a total number of cross- device conversions* We then combine this estimate with the conversions you see today to provide more comprehensive measurement
  11. 11. #SMX #13B @JeremyHull
  12. 12. #SMX #13B @JeremyHull Use Case #1: Set Benchmarks & Test Track totals overall & by campaign Adjust mobile strategy & measure impact
  13. 13. #SMX #13B @JeremyHull Use Case #2: Allocate Campaign Budgets Track cross-device impact Prioritize budget allocation Review AdGroup-level data, break out campaigns
  14. 14. #SMX #13B @JeremyHull Use Case #3: Drive Mobile Bid Adjustments Cross-Device Activity
  15. 15. #SMX #13B @JeremyHull Store Visits ETC: More Than Just Cross-Device Call Conversions
  16. 16. #SMX #13B @JeremyHull Bonus: Test Mobile Ad Formats
  17. 17. #SMX #13B @JeremyHull
  18. 18. #SMX #13B @JeremyHull THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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