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@Tara_Dee_West / @EtchUK
Unlocking The True Potential
of RLSAs with Google Analytics
Tara West
Head of Biddable Media at E...
Over the last few years,
the search landscape has been evolving
@Tara_Dee_West / @EtchUK
It’s no longer all about keywords
@Tara_Dee_West / @EtchUK
The search landscape now includes many
audience based marketing features
@Tara_Dee_West / @EtchUK
The first example of audience based marketing within
search ads was the release of Remarketing Lists for
Search Ads (RLSAs...
@Tara_Dee_West / @EtchUK
Since the release of RLSAs, we have seen many
updates to their functionality
The biggest update to RLSAs has been their
integration with Google Analytics remarketing lists
@Tara_Dee_West / @EtchUK
And that’s what I’m going to be talking bout today…
 An understanding of why using Google Analytics code for RLSAs is bet...
The biggest update to RLSAs has been their
integration with Google Analytics remarketing lists
@Tara_Dee_West / @EtchUK
What are
RLSAs?
What are Remarketing Lists for Search Ads (RLSAs)?
Lists of your
website visitors
that you can apply
on top of search
camp...
RLSAs
still requires the
user to be
searching using
the keywords you
are bidding on
Think of RLSAs
as another layer
of tar...
Why should you use RLSAs?
You can
capitalise on
existing
relationships
with your
website
visitors
@Tara_Dee_West / @EtchUK
Google
Analytics
& RLSAs
The integration of the Google Analytics
remarketing tag for RLSAs means
you can now target by…
Product BrandAd ContentExit...
AdWords remarketing set-up lists VS
Google Analytics remarketing lists set-up
Analytics uses
standard
analytics code
AdWor...
Get started by activating the remarketing function
in your Google Analytics tag
If you
want to use
RLSAs on an
app see the...
State how
third
party vendors
including Google
show your
ads online
Appropriately
describe how
you’re using
remarketing
St...
Here’s an example…
We use cookies from Google and other third parties to allow us to track your visits and
behaviour on ou...
Increase bids for users who have visited your
site the optimum number of times to purchase
@Tara_Dee_West / @EtchUK
KLM might find that most of
their users visit at least 5 times before booking
@Tara_Dee_West / @EtchUK
They could
increase...
1. Analyse your Path Length report in Google Analytics:
What is the
optimum number
of interactions?
2. Create this RLSA list in Google Analytics under the Admin then Audiences tab:
@Tara_Dee_West / @EtchUK
3. Click the red +Audience button, then choose which AdWords account you want this RLSA accessible
from:
@Tara_Dee_West / ...
4. You’ll see Google’s pre-defined audience options, but you need to click ‘Create New’:
@Tara_Dee_West / @EtchUK
5. Go to the Conditions tab, and then choose the number of sessions the user must have had, and that
they have zero transa...
Remember to use ‘AND’ not
‘or’ if you want the users on
your remarketing list to be
qualified by both of the
conditions yo...
6. Choose your list membership duration:
This is how many days
users will remain on
your remarketing list.
@Tara_Dee_West ...
7. Apply the list within the AdWords Audiences tab, to your existing ad groups:
@Tara_Dee_West / @EtchUK
8. Choosing the bid only setting when you apply this list:
This means
ads will show to
anyone searching,
as well as your
a...
9. Set a bid adjustment for your RLSA audience so your bids are adjusted
when this audience are searching using your keywo...
Always apply the audience to
the ad groups and let it gather
conversion data before you set
bid adjustments.
Generate awareness via Facebook ads,
then move these users closer to purchase by bidding
on broader keywords in search, wi...
Tony & Guy could run Facebook ads for awareness,
and then use RLSAs to reach these users when they
are searching for new h...
1. Target new audiences on Facebook:
Remember to
use UTM tagging
on the
Facebook ads:
http://bit.ly/2dkhHL1
@Tara_Dee_West...
2. Create your RLSA list in Google Analytics based on the UTM tags you attached
to your Facebook ad URLs
Traffic source:
•...
3. Create a new AdWords campaign and ad groups, bidding on generic keywords:
These
keywords
will reach
users further
up th...
4. Create custom ad text designed for these users who are higher up the path to purchase and still in
research mode:
Think...
4. Apply the RLSA list within the audiences tab, choosing the ‘target and bid’
setting:
This means
ads will only
show when...
Use RLSAs & Dynamic Search Ads together to
show ads for your entire product inventory, if the
searcher is a regular custom...
Amazon could show text ads for any of the products
on it’s site, but only if the user searching
is a regular customer
@Tar...
Create this list in the same way as before, but choose ‘transactions per user’ is more than 5 for
example. Then apply this...
Let Google do the hard work for you,
by using Smart Lists
You need
>500
transactions
per month
& 10,000 daily
pageviews
Sm...
H&M could apply a Smart List to existing search &
shopping ad groups with a positive bid adjustment if
the Smart List conv...
This is a
pre-defined list
Create this RLSA list:
Apply it as
bid only to your
existing ad
groups then
set bid
adjustments...
Show users who engaged with your email marketing
specific ad text when they are searching on Google
@Tara_Dee_West / @Etch...
The Body Shop could show bespoke ad text
when the user searching previously arrived on their
site via a particular email c...
Create this RLSA list:
Traffic source:
• Campaign
• Medium
• Source
Apply this
list as
target & bid on
new ad groups
with ...
Increase bids for users who clicked a promotional
ad but didn’t convert
@Tara_Dee_West / @EtchUK
Boots could increase bids for users
who clicked their promotional ad but didn’t convert
@Tara_Dee_West / @EtchUK
Conditions:
• Ad content
• Transactions
Create this RLSA list:
Apply this list
as bid only
on existing
ad groups
Increase bids if the user searching has generated
a high conversion value for you historically
@Tara_Dee_West / @EtchUK
Ikea could increase bids when they know the
user searching is someone who spends more than
average when they purchase
@Tar...
Ecommerce:
• Revenue per
session
Create this RLSA list:
Apply this as
bid only
on existing
ad groups
Increase your bids when the person searching is
similar to your existing customers
They
include
people with
similar
charac...
HEMA could use similar audiences of their
existing customers as a bid adjustment on their
existing campaigns
Find this RLSA list:
This is a
pre-defined list
that will appear
automatically
Apply this as
bid only on
existing ad
group...
Upsell on products you wouldn’t
normally bid on, because you know the user
has already purchased something related from yo...
Pandora might not usually advertise
jewellery boxes, unless the user searching has
recently purchased some jewellery from ...
Create this RLSA list:
Conditions:
Transactions > 1,
and set the list
duration for 30
days
Apply this as
target & bid on
n...
Increase bids on users searching for brands
that are similar to other brands they have purchased
from you in the past
@Tar...
ASOS could increase bids on other sports brands, if
they know the user searching has previously bought
something from them...
Create this RLSA list:
Conditions:
• Product brand
contains
Apply this as
bid only on
existing ad
groups
@Tara_Dee_West / ...
Increase bids for users who completed a micro goal,
but not your main macro goal
@Tara_Dee_West / @EtchUK
ING could increase bids for users who used
their mortgage calculator, but didn’t make
an appointment with their mortgage a...
Conditions:
• At least 1
micro-goal
• No macro-
goals
Create this RLSA list:
Apply this as
bid only on
existing ad
groups
@Tara_Dee_West / @EtchUK
RLSA audiences work with Conversion Optimiser
and other automated bidding strategies
Conversion
Optimiser
Target CPA,
& RO...
Remember that RLSA bid adjustments stack up,
just like other bid adjustments
@Tara_Dee_West / @EtchUK
Test your list durations
The maximum
list duration
for RLSAs is
180 days
Use the time
lag report and
consider your
average...
How to get to your Time Lag Report in Google Analytics:
@Tara_Dee_West / @EtchUK
Your lists need at least 1000 members
You might not
be able to use
them for low
traffic pages
@Tara_Dee_West / @EtchUK
You can have up to 2,000 audiences per
Google Analytics account
Thank you
Email: tara.west@etchuk.com
Phone: 023 8000 4800
Twitter: @Tara_Dee_West / @EtchUK
LinkedIn: https://uk.linkedin...
• http://www.shutterstock.com/dl2_lim.mhtml?src=5ynmpDq3Hze94gksmgBLPw-1-13&id=394771744&size=medium_jpg
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Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Google Analytics - #FOS17
Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Google Analytics - #FOS17
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Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Google Analytics - #FOS17

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Are you using Remarketing Lists for Seach Ads? Using them with Google Analytics can open up a whole world of opportunity. In this presentation I'll share some tactics for using RLSAs and Google Analytics, as well as some set-up instructions and tips. #FOS17

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Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Google Analytics - #FOS17

  1. 1. @Tara_Dee_West / @EtchUK Unlocking The True Potential of RLSAs with Google Analytics Tara West Head of Biddable Media at Etch
  2. 2. Over the last few years, the search landscape has been evolving @Tara_Dee_West / @EtchUK
  3. 3. It’s no longer all about keywords @Tara_Dee_West / @EtchUK
  4. 4. The search landscape now includes many audience based marketing features @Tara_Dee_West / @EtchUK
  5. 5. The first example of audience based marketing within search ads was the release of Remarketing Lists for Search Ads (RLSAs) back in 2013 @Tara_Dee_West / @EtchUK
  6. 6. @Tara_Dee_West / @EtchUK Since the release of RLSAs, we have seen many updates to their functionality
  7. 7. The biggest update to RLSAs has been their integration with Google Analytics remarketing lists @Tara_Dee_West / @EtchUK
  8. 8. And that’s what I’m going to be talking bout today…  An understanding of why using Google Analytics code for RLSAs is better than using the AdWords code  How to activate your Google Analytics code to use it for RLSAs  How to update your Privacy Policy to comply with RLSAs terms  Tactics for using RLSAs that you can apply to your own website  Instructions for setting up these RLSA tactics  Handy tips for getting the most out of your RLSAs @Tara_Dee_West / @EtchUK
  9. 9. The biggest update to RLSAs has been their integration with Google Analytics remarketing lists @Tara_Dee_West / @EtchUK
  10. 10. What are RLSAs?
  11. 11. What are Remarketing Lists for Search Ads (RLSAs)? Lists of your website visitors that you can apply on top of search campaigns Tailor your bids when members of the audience are searching Show specific ad copy when members of the audience are searching You can decide specific keywords which only tigger when members of the audience are searching
  12. 12. RLSAs still requires the user to be searching using the keywords you are bidding on Think of RLSAs as another layer of targeting you can apply to search ads Traditional display remarketing ‘pushes’ ads at your previous website visitors RLSAs do not ‘push’ search ads in front of users regardless of what they are searching for What’s the main difference between Remarketing Lists for Search Ads and traditional display ad remarketing?
  13. 13. Why should you use RLSAs? You can capitalise on existing relationships with your website visitors @Tara_Dee_West / @EtchUK
  14. 14. Google Analytics & RLSAs
  15. 15. The integration of the Google Analytics remarketing tag for RLSAs means you can now target by… Product BrandAd ContentExit Page Transactions Revenue Days to Transaction Product Quantity Removed from Basket Product Category Date of First Session No of Sessions & Duration Traffic Source Campaign, source, medium
  16. 16. AdWords remarketing set-up lists VS Google Analytics remarketing lists set-up Analytics uses standard analytics code AdWords tag requires AdWords tag code You can keep both codes on your site AdWords tag needs custom parameters to target beyond page views
  17. 17. Get started by activating the remarketing function in your Google Analytics tag If you want to use RLSAs on an app see these instructions: http://bit.ly/23H3Wc8
  18. 18. State how third party vendors including Google show your ads online Appropriately describe how you’re using remarketing State how users can opt out of Google & third parties cookies Sate how Google & third party vendors use cookies to do this. Don’t forget to update your Privacy Policy
  19. 19. Here’s an example… We use cookies from Google and other third parties to allow us to track your visits and behaviour on our website. These are remarketing cookies, and they allow us to show you more relevant personalised advertising from us (via Google and other third parties) as you browse the internet and search on Google. You can opt out of Google’s cookies here: http://bit.ly/1LLgLpM You can opt out of Double Click cookies here: http://bit.ly/2jP6UcK You can opt out of other third party’s cookies here: http://bit.ly/1kWunFq This is only an example!
  20. 20. Increase bids for users who have visited your site the optimum number of times to purchase @Tara_Dee_West / @EtchUK
  21. 21. KLM might find that most of their users visit at least 5 times before booking @Tara_Dee_West / @EtchUK They could increase bids if the user searching has visited >5 times
  22. 22. 1. Analyse your Path Length report in Google Analytics: What is the optimum number of interactions?
  23. 23. 2. Create this RLSA list in Google Analytics under the Admin then Audiences tab: @Tara_Dee_West / @EtchUK
  24. 24. 3. Click the red +Audience button, then choose which AdWords account you want this RLSA accessible from: @Tara_Dee_West / @EtchUK
  25. 25. 4. You’ll see Google’s pre-defined audience options, but you need to click ‘Create New’: @Tara_Dee_West / @EtchUK
  26. 26. 5. Go to the Conditions tab, and then choose the number of sessions the user must have had, and that they have zero transactions: Conditions: Sessions = more than 5 AND Transactions = 0
  27. 27. Remember to use ‘AND’ not ‘or’ if you want the users on your remarketing list to be qualified by both of the conditions you have set.
  28. 28. 6. Choose your list membership duration: This is how many days users will remain on your remarketing list. @Tara_Dee_West / @EtchUK
  29. 29. 7. Apply the list within the AdWords Audiences tab, to your existing ad groups: @Tara_Dee_West / @EtchUK
  30. 30. 8. Choosing the bid only setting when you apply this list: This means ads will show to anyone searching, as well as your audience More information on Target and Bid and Bid Only settings: http://bit.ly/2kQtm3r @Tara_Dee_West / @EtchUK
  31. 31. 9. Set a bid adjustment for your RLSA audience so your bids are adjusted when this audience are searching using your keywords: What should your bid adjustment be set at? http://bit.ly/1SWVWZO (Credit Periscopix)
  32. 32. Always apply the audience to the ad groups and let it gather conversion data before you set bid adjustments.
  33. 33. Generate awareness via Facebook ads, then move these users closer to purchase by bidding on broader keywords in search, with bespoke ad text @Tara_Dee_West / @EtchUK
  34. 34. Tony & Guy could run Facebook ads for awareness, and then use RLSAs to reach these users when they are searching for new hairstyle ideas on Google
  35. 35. 1. Target new audiences on Facebook: Remember to use UTM tagging on the Facebook ads: http://bit.ly/2dkhHL1 @Tara_Dee_West / @EtchUK
  36. 36. 2. Create your RLSA list in Google Analytics based on the UTM tags you attached to your Facebook ad URLs Traffic source: • Campaign • Medium • Source @Tara_Dee_West / @EtchUK
  37. 37. 3. Create a new AdWords campaign and ad groups, bidding on generic keywords: These keywords will reach users further up the path to purchase @Tara_Dee_West / @EtchUK
  38. 38. 4. Create custom ad text designed for these users who are higher up the path to purchase and still in research mode: Think about how the ad message can move them closer to purchase @Tara_Dee_West / @EtchUK
  39. 39. 4. Apply the RLSA list within the audiences tab, choosing the ‘target and bid’ setting: This means ads will only show when the searcher is on your RLSA list @Tara_Dee_West / @EtchUK
  40. 40. Use RLSAs & Dynamic Search Ads together to show ads for your entire product inventory, if the searcher is a regular customer @Tara_Dee_West / @EtchUK
  41. 41. Amazon could show text ads for any of the products on it’s site, but only if the user searching is a regular customer @Tara_Dee_West / @EtchUK
  42. 42. Create this list in the same way as before, but choose ‘transactions per user’ is more than 5 for example. Then apply this list as target and bid on your DSA campaign. Conditions: • Transactions per user = >5 • List duration = 4 weeks Apply this as target & bid on your Dynamic Search Ads campaign
  43. 43. Let Google do the hard work for you, by using Smart Lists You need >500 transactions per month & 10,000 daily pageviews Smart Lists work best on ecommerce accounts The list considers: location, device, browser, referrer, duration, If not, they’ll optimise based on similar businesses @Tara_Dee_West / @EtchUK
  44. 44. H&M could apply a Smart List to existing search & shopping ad groups with a positive bid adjustment if the Smart List conversion rate is higher than average
  45. 45. This is a pre-defined list Create this RLSA list: Apply it as bid only to your existing ad groups then set bid adjustments @Tara_Dee_West / @EtchUK
  46. 46. Show users who engaged with your email marketing specific ad text when they are searching on Google @Tara_Dee_West / @EtchUK
  47. 47. The Body Shop could show bespoke ad text when the user searching previously arrived on their site via a particular email campaign
  48. 48. Create this RLSA list: Traffic source: • Campaign • Medium • Source Apply this list as target & bid on new ad groups with custom ad text @Tara_Dee_West / @EtchUK
  49. 49. Increase bids for users who clicked a promotional ad but didn’t convert @Tara_Dee_West / @EtchUK
  50. 50. Boots could increase bids for users who clicked their promotional ad but didn’t convert @Tara_Dee_West / @EtchUK
  51. 51. Conditions: • Ad content • Transactions Create this RLSA list: Apply this list as bid only on existing ad groups
  52. 52. Increase bids if the user searching has generated a high conversion value for you historically @Tara_Dee_West / @EtchUK
  53. 53. Ikea could increase bids when they know the user searching is someone who spends more than average when they purchase @Tara_Dee_West / @EtchUK
  54. 54. Ecommerce: • Revenue per session Create this RLSA list: Apply this as bid only on existing ad groups
  55. 55. Increase your bids when the person searching is similar to your existing customers They include people with similar characteristics Google automatically Create Similar Audiences The larger the original list, the better they work Based on browsing activity in the last 30 days @Tara_Dee_West / @EtchUK
  56. 56. HEMA could use similar audiences of their existing customers as a bid adjustment on their existing campaigns
  57. 57. Find this RLSA list: This is a pre-defined list that will appear automatically Apply this as bid only on existing ad groups @Tara_Dee_West / @EtchUK
  58. 58. Upsell on products you wouldn’t normally bid on, because you know the user has already purchased something related from you @Tara_Dee_West / @EtchUK
  59. 59. Pandora might not usually advertise jewellery boxes, unless the user searching has recently purchased some jewellery from them
  60. 60. Create this RLSA list: Conditions: Transactions > 1, and set the list duration for 30 days Apply this as target & bid on new ad groups of your target keywords
  61. 61. Increase bids on users searching for brands that are similar to other brands they have purchased from you in the past @Tara_Dee_West / @EtchUK
  62. 62. ASOS could increase bids on other sports brands, if they know the user searching has previously bought something from them by another sports brand This could be applied across their search and shopping campaigns @Tara_Dee_West / @EtchUK
  63. 63. Create this RLSA list: Conditions: • Product brand contains Apply this as bid only on existing ad groups @Tara_Dee_West / @EtchUK
  64. 64. Increase bids for users who completed a micro goal, but not your main macro goal @Tara_Dee_West / @EtchUK
  65. 65. ING could increase bids for users who used their mortgage calculator, but didn’t make an appointment with their mortgage advisors
  66. 66. Conditions: • At least 1 micro-goal • No macro- goals Create this RLSA list: Apply this as bid only on existing ad groups
  67. 67. @Tara_Dee_West / @EtchUK
  68. 68. RLSA audiences work with Conversion Optimiser and other automated bidding strategies Conversion Optimiser Target CPA, & ROAS will override manual bid adjustments & automatically adjust your bids for RLSA audiences you apply Enhanced CPC will make bid adjustments on top of any adjustments you have already set. Avoid audience overlap on any ad groups using automated bidding if you are applying multiple RLSAs @Tara_Dee_West / @EtchUK
  69. 69. Remember that RLSA bid adjustments stack up, just like other bid adjustments @Tara_Dee_West / @EtchUK
  70. 70. Test your list durations The maximum list duration for RLSAs is 180 days Use the time lag report and consider your average sales cycle @Tara_Dee_West / @EtchUK
  71. 71. How to get to your Time Lag Report in Google Analytics: @Tara_Dee_West / @EtchUK
  72. 72. Your lists need at least 1000 members You might not be able to use them for low traffic pages @Tara_Dee_West / @EtchUK
  73. 73. You can have up to 2,000 audiences per Google Analytics account
  74. 74. Thank you Email: tara.west@etchuk.com Phone: 023 8000 4800 Twitter: @Tara_Dee_West / @EtchUK LinkedIn: https://uk.linkedin.com/in/taradeewest Website: https://www.etchuk.com/
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