Аудиторные закупки в реальном времени

1. Real Time Audience Buying with Google
Thibault Oberlin – Regional Product Expert

2. agenda
● the importance of data in digital marketing
● reaching the right audience with precision & scale
● turn insights into action
● Q&As

3. 91%
of marketers believe data drives
success for campaigns
*The 2012 BRITE/NYAMA Marketing in Transition Study – Columbia Business School

4. A fundamental shift has
already happened with
consumers

5. Age
Gender
Interests
Duration
Frequency
Recency
Search
gMail
Web Ads
Strong Relationships Better Performance More Conversions

7. promise of data:
precision

8. How do you do to deliver real time,
relevant, personalized messages
to your customers at scale?

9. precision & relevance drives performance
Example: dynamic remarketing drives a 450% higher CTR* than remarketing alone
Dynamic remarketing is a great
example of top relevance for
effective messaging

10. challenge: bidding right for the right user
?
?
?
?
?
?
Businessman
Music Teacher
Hair Stylist
Chef
College Graduate
Designer

11. the solution: real-time bidding
0.30 руб
3 руб
0.05 руб
0.70 руб
10 руб
1.25 руб
Businessman
Music Teacher
Hair Stylist
Chef
College Graduate
Designer
Audience Targeting
+
Real Time Bidding
=
Precision at Scale

12. Audience Targeting and real-time bidding
bring together real time audience buying
Leverage real-time bidding to
set your bid in 400ms
Analyze 70 million unique
variables in each auction
Evolutionary power of 10
competing machine-learning
models
Conversion
Optimizer

13. challenge: economics of bidding
the example of manual bidding with a fixed CPC
pCV
Cost
5.00 руб
1.00 руб
1. Probability of conversion
for every impression (pCV)
2. With Max CPC, you set
a flat bid (1 руб)
3. This yields one inefficiency if
you bid too much
4. If you ever assume the client
has a break-even CPA (5 руб)
5. There is a second inefficiency
in which you bid too little
Break-even CPA
Bid

14. automated bid strategies: overview
Enhanced CPC
Target CPA
Target ROAS

15. economics of bidding in the auction: eCPC
pCV
Cost
5.00 руб
1.00 руб
Enhanced CPC
Modifies bidding by + / - 30% to
improve chance of conversions
depending on the probability of
conversion
Campaigns in which you want to
meet CPC goals and improve the
chance of conversions. This can work
well for customers factoring in view-
through conversion data.
Require conversion tracking

16. Cost
5.00 руб
pCV
economics of bidding: target CPA
Target CPA
Campaigns in which you want to
automate bidding, but still have
control of targeting.
Require conversion tracking
Modifies bidding to improve chance
of conversions depending on the
predicted conversion rate

17. Cost
5.00 руб
pValue
economics of bidding: target CPA
Now if we look at the transaction value itself…
1. Every conversion carries a
probable value (pValue)
2. With Target CPA, you set your
Target CPA
3. And we use our algorithm to
predict your conversion rate
(pCVR)
There is bid inefficiency
everywhere!

18. Cost
10:1 руб
pValue
economics of bidding: target ROAS
Target ROAS
Modifies bidding to improve value
of conversions depending on the
predicted conversion value
Campaigns in which you want to
automate bidding and have a
concrete ROI target
Require conversion tracking
and conversion values

19. Improved performance with RTB
1. Target ROAS paired with
remarketing yields a 9%
increase in ROI
2. Target ROAS paired with
dynamic remarketing yields a
40% increase in ROI
Remarketing
& Target ROAS
Dynamic Remarketing
& Target ROAS
9%
40%
*Google Internal data

20. sharing conversion values is critical
Setting up conversion values by conversion type
Specify a conversion value per conversion type (via
Conversion Settings Page)
Setting up conversion values dynamically
by transaction
Dynamically pass through each
conversion/transaction's order value
(via code snippet on Thank You page)
Input values:

21. use flexible bidding strategies
for RTB in AdWords
Flexibility
Optimize for goals
independent from
campaign hierarchy
(assign strategies to KWs,
ad groups, or campaigns)
Advertisers will have more
control than ever (varies per
strategy).
Example: bid limits in
Target ROAS
Detailed reporting
per strategy
Control Reporting

22. before flexible bid strategies...
Campaign 1 Campaign 2 Campaign 3
Conversion Optimizer
(Target CPA)
Enhanced CPC Manual Bidding
Shopping Cart
Abandoners
Product
Viewers
Homepage
Visitors

23. automate bids with flexible bid strategies
to increase performance and save time

24. with flexible bid strategies
Campaign 1 Campaign 2
Ad group:
Shopping Cart
Abandoners
Ad group:
Return Buyers
Ad group:
Homepage Visitors
Ad group:
Product Viewers
Target ROAS Enhanced CPC Manual Bidding
Manual Bidding Target CPA
(flexible Conversion Optimizer)
Enhanced CPC

25. getting started
Share
conversion
values
Determine
targets
Create strategy Assign strategy

26. 3 pillars of Audience Marketing
BE THERE
BE RELEVANT
BE OPTIMIZED

27. questions

28. thank you