Повышение эффективности рекламы на поиске Google на всех устройствах

1. Boost your performance with Google
Search - on all screens
Christian Vigne - SEEMEA Performance Product expert

2. Agenda
1. Google search brings demand at your
fingertips
2. From queries to context
3. With the most innovative ad formats

3. Capture a massive and growing
demand on Google Search

4. Let’s start with queries
Complex
More and more real questions
“how to make up”
From all screens
⅓ of queries are mobile
Uniques
450 billion queries since 2003
Unseen
15% of Google Searches each
day have never been seen
before

5. How Google Search can help you
capture this massive demand ?

6. Our solutions to cover this vast amount of
queries
Query AdSearch engine
Query AdKeyword
Query Ad
Site or feed
DYNAMIC
Demand Offer

7. Examples of feed based ad formats
Hotel Price Ads Product listing ads
Dynamic Search Ads

8. Cover queries on all devices, times and geos

10. Mobile or mobility ?

11. ...and Google properties like Maps on desktops,
tablets and mobile

12. Bid like a pro

13. We connect at any time, from anywhere, using a
variety of devices

14. Our behavior adapts to our situation…
as do our expectations

15. ...and context creates new opportunities

17. From query to context thanks to many powerful
signals
TODAY: Context
Query
BEFORE: Intent
красивые виды
Location
Mountains
Time
6 pm
Device
Tablet
Website
activity
Photograph
Demographic
data
Woman

18. Enhanced campaigns mean a stronger
adaptation to context in ads

19. Three very important bid adjustments
LOCATION DEVICE AUDIENCE

20. Optimize for your customer’s
location
ONLINE
Increase foot traffic to your business
OFFLINE
Two pillars when talking about location

21. Optimize for your customer’s locations
ONLINE

22. ONLINE
Target broadly, bid granularly

23. Smaller geo targets enable more tailored
messages and contextualized bids
ONLINE
Geo : 0%
Москва
Geo : +75%
Юго-Восточный
административный
округ
Geo :
+150%
Международный
Аэропорт Домодедово

24. Available geo targets in Adwords
for Russia
City 351
Region (Oblast) 86
Okrug 28
Airport 1
More to come !
ONLINE

25. Geos can represent distinct audiences
High performing
venue (airport)
Bid adjustment +70%

26. Audience targeting based on geos is the next big
effort by Google on location
Available now Sometime soon !

27. How many cities can be
targeted in Russia with
Adwords ?
351
QUIZZ !

28. Increase foot traffic to your business

29. List your businesses in Google Places
Google Places is the central
database for all location info
Used in Adwords And Maps

30. Display your store information alongside ads
Location
extension
Click to call

31. Increase foot traffic to your business
Increase bids to focus on the local customer and adapt messaging and
extensions to bring them into your store
OFFLINE

32. Fine tune your bidding with audience targeting
on search
Tous les internautes qui utilisent le réseau de recherche n’ont pas la même valeur !
1 1 1 1
1 1 1 1
1 1 1 1
1 1 1 1 1 1
1 1
1 11 11 1
1 1
Not all users are created equal
20 20
1 150 50 1 120 20
1 150 50
1 1100 100

33. Three very important bid adjustments
LOCATION DEVICE AUDIENCE

34. Precision and reach
Reach
Precisionof
targeting
Right query
Right Places
Right context
Right audience
Right Time

35. Use our brand new, visual
and interactive ad formats

36. Paid and free search evolve at the same time

37. Highlight third-party reviews in your ads with
review extensions

38. Form extensions

39. Product listing ads on all screens

40. Location Extensions can also enable C2C
Call Extension
Call Extension
with call only
Computer & Tablets
Models Serviced
Dave’s Scooter Repair Shop
www.example.com (650) 555-1212
Free estimates. Call Dave to schedule your repair!
Schedule Online Now
118 people +1'd or follow Dave’s Scooter repair
Click to call ! Top Ad

41. Google Confidential and Proprietary
Promote your app on search and display

42. Serving both your performance (direct
response) challenges

43. And your branding objectives Video extensions*

44. Search can even be used in a creative way !

45. спасибо за внимание !