Innovations produits commeleviers d’efficacité du SearchNouveaux formats, automatisation et ciblage  multiplateformesChris...
Queries are getting harder to capture                    More Unique                                     New !  450 billio...
Agenda 1   Enhanced Search 2   Products Listing Ads & Dynamic Search Ads 3   Dynamic Remarketing 4   Multi devices targeti...
More signals lead to smarter queries and more advanced ad formats          Intent manifestation             Transformed in...
Agenda 1   Enhanced Search 2   Products Listing Ads & Dynamic Search Ads 3   Dynamic Remarketing 4   Multi devices targeti...
Automated Ad format generation and keywordless     Demand                   Search Engine                        Offer    ...
Product Extensions et Product Listing Ads                                            Google Confidential and Proprietary
BÉNÉFICES DE PRODUCT LISTING ADS ET PRODUCTEXTENSIONS     Taux de clics (CTR) plus élevés 1   Les annonces produits sont p...
Attention animationsHow DSA improves your query coverage  Query Keyword Website    Ad                                     ...
How does DSA work    1. Set Up     Specify pages, bids, negatives                                   Provide ad template   ...
Example of use cases Long tail coverage    Full inventory coverage              Export                                    ...
Benefits of Dynamic Search Ads       Valuable, incremental traffic 1     10% incremental traffic – does not compete with K...
Many Shopping related ad formats and more to come !                                   Product Listing                     ...
Agenda 1   Enhanced Search 2   Products Listing Ads & Dynamic Search Ads 3   Dynamic Remarketing 4   Multi devices targeti...
Different formats to match usages: Local extensions & Click-to-call Ubiquity Mobile queries are specific => Campaigns and ...
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FrenchWeb - Google - Atelier Marketing : Search Marketing

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  • Deux formats bien distincts mais qui utilisent les mêmes données du merchant center :Extension d’annonce texte classique dans un cas : premium et RHSNouveau format séparé pour PLA avec un système d’enchère distinctDouble affichage possible
  • Performance : CTR et CPACouvertureVisibilité
  • Trois solutions publicitaires : Une solution anciennequevousconnaissezbienUne solution nouvelle qui vient de sortir de sa phase bêtaUne solution de remarketing dynamique en bêtaTrois solutions trèsimportantes :Enrichissement des formats d’annonceexistants, bénéfices pour le CTR et le taux de conversionNouveaux formats dynamiques et sans mots clés, une opportunité de couverture et une plus grandefacilitéd’optimisation, mise en place
  • FrenchWeb - Google - Atelier Marketing : Search Marketing

    1. Innovations produits commeleviers d’efficacité du SearchNouveaux formats, automatisation et ciblage multiplateformesChristian VigneSearch Product Solution SpecialistJuin 2012 Google Confidential and Proprietary
    2. Queries are getting harder to capture More Unique New ! 450 billion unique queries since 16% of searches we see 2003 everyday are new More Complex More MobilePeople increasingly googling real 1/3 mobile queries are local questions Queries are more complex and harder to capture Google Confidential and Proprietary Source : Google internal data / Chitika inc, June 2012
    3. Agenda 1 Enhanced Search 2 Products Listing Ads & Dynamic Search Ads 3 Dynamic Remarketing 4 Multi devices targeting 5 Next in Search Ads Google Confidential and Proprietary 3
    4. More signals lead to smarter queries and more advanced ad formats Intent manifestation Transformed into action Historic ad format Text ads Friends Social Browsing extensions History Enhanced Ad Product extensions formats GeoSIGNALS Smarter Local queries extensions Offline Seller ratings Multimedia Dynamics Search Ads Multi Dynamic Ad devices (keywordless) Product Listing Ads Google Confidential and Proprietary
    5. Agenda 1 Enhanced Search 2 Products Listing Ads & Dynamic Search Ads 3 Dynamic Remarketing 4 Multi devices targeting 5 Next in Search Ads Google Confidential and Proprietary 5
    6. Automated Ad format generation and keywordless Demand Search Engine Offer Query Keyword Ad Website Dynamic Search Ads Query Ad 1 dynamic target = 100% website coverage Merchant Center Product Listing Ads Query Ad 1 product target = 100% inventory coverage Google Confidential and Proprietary
    7. Product Extensions et Product Listing Ads Google Confidential and Proprietary
    8. BÉNÉFICES DE PRODUCT LISTING ADS ET PRODUCTEXTENSIONS Taux de clics (CTR) plus élevés 1 Les annonces produits sont plus attrayantes et intéressantes que les annonces textuelles. Vous bénéficiez ainsi de CTR plus élevés. Taux de conversion plus élevés Les annonces produits fournissent des informations (marchand, prix et photo) aux 2 internautes avant même quils ne cliquent sur lannonce. Les prospects sont donc mieux informés et davantage susceptibles deffectuer un achat lorsquils se rendent sur votre site. Ciblage facile – Garantie de couverture de votre catalogue Lorsquun internaute effectue une recherche, Google sélectionne 3 automatiquement les produits les plus pertinents dans votre compte Google Merchant Center. Visibilité accrue – Double affichage Étant donné que les deux formats dannonces peuvent être diffusés 4 simultanément, votre visibilité pour une requête donnée peut être multipliée par deux, voire plus. Google Confidential and Proprietary
    9. Attention animationsHow DSA improves your query coverage Query Keyword Website Ad Google Confidential and Proprietary
    10. How does DSA work 1. Set Up Specify pages, bids, negatives Provide ad template (Dynamically generated headline) Clean, friendly, close to station. Students save 20%! Rave reviews. www.example.com 2. Serving Natural search-based technologies A relevant ad is created from the trigger your ads on relevant queries query, the page and your template Relevant Choose most Score relevance enough to query relevant page show? NYC Budget Hostel Clean, friendly, close to station. Crawl and index Students save 20%! Rave reviews. pages site index Dynamic www.example.com ad creation * Google Confidential and Proprietary
    11. Example of use cases Long tail coverage Full inventory coverage Export Google Confidential and Proprietary 1
    12. Benefits of Dynamic Search Ads Valuable, incremental traffic 1 10% incremental traffic – does not compete with Keyword campaigns Positive or similar ROI Efficient, low effort setup 2 Set up in minutes, and dynamically adjusts targeting and ads to new pages Transparency and control 3 Full reporting on search queries, generated headlines, and landing pages. Ability to exclude keywords or pages of your website Safety 4 No impact on existing keywords’ quality score Google Confidential and Proprietary 1
    13. Many Shopping related ad formats and more to come ! Product Listing Ads - Search Product Bêta Dynamic Ads Extensions - - (remarketing) Search Display Google Shopping Renforcez votre expertise Google Shopping Google Confidential and Proprietary
    14. Agenda 1 Enhanced Search 2 Products Listing Ads & Dynamic Search Ads 3 Dynamic Remarketing 4 Multi devices targeting 5 Next in Search Ads Google Confidential and Proprietary 1
    15. Different formats to match usages: Local extensions & Click-to-call Ubiquity Mobile queries are specific => Campaigns and ads has to match mobile queries specificity Google Confidential and Proprietary

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