The document discusses how businesses can "win" by using signals, multi-screen experiences, and focusing on profits when using digital advertising. It provides tips for using remarketing lists and calls as conversions to improve performance. Businesses are encouraged to set up mobile experiences that drive formats based on context. Data on cross-device conversions and how optimizing for profits can increase profits and revenues by 57% and 60% respectively is presented. The document concludes by encouraging businesses to "live in the future, then build what's missing."

1. LIVE IN THE
FUTURE
Jan Grønbech
Google Norway

2. DISRUPTION

3. ACCELERATION

4. DISRUPTION

5. WHAT YOU CAN DO
WIN WITH
SIGNALS
WIN WITH
MULTI-SCREEN
WIN WITH
PROFITS

6. WHAT YOU CAN DO
WIN WITH
SIGNALS

7. WIN WITH SIGNALS

8. WIN WITH SAIUGDNIEANLSC E
Better Performance

9. 35%
Conversion
Rate Increase
WIN WITH SIGNALS
Remarketing Lists for Search ads to segment &
engage past site visitors on Google search

10. WHAT YOU CAN DO
WIN WITH
SIGNALS
WIN WITH
MULTI- SCREEN

11. WIN WITH MULTI-SCREEN

12. WIN WITH MULTI-SCREEN

13. WIN WITH MULTI-SCREEN
150 TIMES PER
DAY
162 MINUTES PER
YOU HAVE ABOUTD A1 YM IN

14. SET UP MOBILE EXPERIENCE

15. SET UP MOBILE EXPERIENCE

16. SET UP MOBILE EXPERIENCE

17. DRIVE FORMATS WITH CONTEXT
Extra Space Storage
On average, when advertisers use calls as
conversions, their overall mobile conversions
increase by 150%.

18. Store visits
Estimated
Total
= + + +
Conversions Online Conversions
Advertisers see today
Cross-Device
Conversions
Mobile to Computer Tablet to Computer Computer to Computer
12%
Entertainment
8%
Travel
8%
Technology
7%
Retail
Increase in
conversions
measured when
using estimated
total conversions
Calls
WIN WITH MULTI-SCREEN

19. WIN WITH MULTI-SCREEN

21. WHAT YOU CAN DO
WIN WITH
SIGNALS
WIN WITH
MULTI-SCREEN
WIN WITH
PROFITS

22. WIN WITH PROFITS

23. WIN WITH PROFITS
Clicks
Profit
Revenue
Conversions ROI
ROAS
CPA
Wasting
money
CPC
Cost
center
Top-line
revenue driver
Bottom-line
profit driver
...you can optimize
to these goals
With this data...

24. Max
Profits
$50 $60 $70 $80 $90 $100 $110 $120
CPA
Profits
Conversions
WIN WITH PROFITS
Min
CPA

25. Switch to profit optimization
57% increase in profits
60% increase in revenues
WIN WITH PROFITS

26. WHAT YOU CAN DO
WIN WITH
SIGNALS
WIN WITH
MULTI- SCREEN
WIN WITH
PROFITS

27. “LIVE IN THE FUTURE, THEN BUILD WHAT’S MISSING”
-paul buchheit
jg@google.com