Think With Google - Bull's Eye Targeting With Google (Workshop Based)

3. Bull’s Eye:
Targeting with Google
Akhila Kakani,
Google Account Manager,
Google India

4. Shopping Experience
Strong shops , websites and logistics
assets
Communication
Offering/merchandising
experience
Customer knowledge
first-party data
Data
Rich data insights and intelligence
across platforms
Great retail
experiences
Reach
Eight properties with 1B+ users
Technology
Cloud/AI/ML best-in-class
capabilities
What Google brings What You bring
Capture the attention of your most valuable audience
with the power of Google’s data and tools

5. Awareness Consideration Action
One Google for Business
FFre
Capture various audiences through
engagement & be omni-present on
search
Connect with your potential users
through advanced audience signals
Lead your users to the path of
conversion by utilizing Inmarket,
Custom Intent & Remarketing
audiences

6. Let’s Get to Work!

7. Exercise 1: DEFINE YOUR AUDIENCE & OBJECTIVE
GET
TO
BY
Audience
Who are they? (demo, location, interests, challenges etc.,)
Action
What do you want them to do? (mental and/or physical actions)
How
What your brand will say or do to make them think and/or
act that way? (be found, communicate offers etc.,)
Timeline:

8. Exercise 1: DEFINE YOUR AUDIENCE & OBJECTIVE // Real Estate
GET
TO
BY
Timeline:
MF 35+ ; high household income, looking to
upgrade lifestyle
Consider visiting site of XYZ property in
Mumbai
Showcasing the project’s USP or Offer
Pricing

9. Exercise 2: IN YOUR CONSUMER’S SHOES
MOMENTS THAT
MATTER
FORMAT OF CHOICE
When will they need to check for your
category/product?
How will they shop for your category/product?
CONCERNS What are their top 3 concerns?
INFLUENCERS Who is their go to person/platform for advice?

10. Exercise 2: IN YOUR CONSUMER’S SHOES // Real Estate
MOMENTS THAT
MATTER
FORMAT OF CHOICE
Home Loans
Category website : real estate, financing
Category + location KW
Brand website
Search - Questions and intent to research
Display - awareness (print ads online)
YT - walkthrough videos, finance channels, key USPs
CONCERNS
Location
Budget/Value for money
Trust with developer / RERA
Amenities
INFLUENCERS
Word of mouth
Search listing customized basis budget/location
Brokers

11. Signals/Insights
Exercise 3: PLAN OF ACTION
Message
Formats & Creative
Paths

12. Signals/Insights
Users care most about
the Location
Amenities and
Budget/Value are critical
Users are 35+; likely to be
investors/news readers
- X kms from Metro/Station
- Luxury community living
- Spa/Club/Green Cover etc
- Prices starting @ INR X
- Project X as investment
- Trusted developer
- Callouts on Search Ads
- YouTube Bumpers
- Snippets on Search, GDN
- TrueView Ad Walkthrough
- GDN and Publisher Buys
- TrueView; Developer Brand
Exercise 3: PLAN OF ACTION // Real Estate
Message
Formats & Creative
Paths

13. BDI
CDI
Brand Development Index
Category Development Index
Relative brand interest at
the state level as compared
to national average
Relative category interest at
the state level as compared
to national average

14. Example of a BDI/CDI exercise for a large ethnic brand
High BDI + High CDI
High BDI + Low CDI
Low BDI + High CDI
Low BDI+Low CDI

15. Color the state according to the quadrant you feel it falls under!
Capture Brand
Demand
Create Brand
Demand
Create Category
Demand
Monitor for
Growth
Strong
Category
Strong
Brand

16. Set strategy and tactics by individual geo opportunity
● Raise brand awareness with
upper funnel media like
YouTube, Display and upper
funnel search
● Capture category intent for
early wins
● Create brand identity as
market leader
● Maintain/ enhance click and
market share and Reach &
Frequency
● Maximize ROI - max out on
paid search
● Upper funnel communication
that educates on brand and
category
● Increase brand ROI by
focussing investment to only
profitable
segments/categories
Category (CDI)
Brand (BDI)
high
low
low high
Strong brand in a weak category
(generate category demand)
Weak brand in a weak category
(grow category & brand)
Strong brand in a strong
category (matching high demand)
Weak brand in a strong category
(missed opportunity)

17. Awareness Consideration Action
Exercise 4: One Google for your Business
Capture various audiences through
engagement & be omni-present on search
Connect with your potential users through
advanced audience signals
Lead your users to the path of conversion
by utilizing Inmarket, Custom Intent &
Remarketing audiences
Reach & Frequency
Intent

18. Demo (including
Detailed Demo)
Affinity
Custom Affinity
AWARENESS CONSIDERATION ACTION
Custom Intent
Life Events
In-Market
Customer Match
Remarketing &
Similar Audiences
Quick snapshot of targeting criteria for each stage of the funnel

19. Consideration
Action
Demo
Affinity/Custom Affinity
Similar Audiences
Category Keyword
Targeting
❏ Video
❏ Reservation Video
❏ Premium DV360 Video
❏ Bumper Ads
❏ TrueView for Reach
❏ Display & Search
❏ Discovery campaigns with upper funnel
audiences
Solution
Unique Reach
Frequency
Brand Lift
Impression/Click Share
Search Lift
Frequency
View Through Rate
Store Visits
Clicks to Site
Purchase Intent Lift
Consideration Lift
Search Lift
❏ Video
❏ TrueView for Discovery
❏ TrueView for Action
❏ Bumper Ads
❏ DBM with Audience Lists
❏ Display With smart creative
❏ Search
❏ Discovery campaigns with mid funnel
audiences
❏ UAC
Life Event
In-Market
Affinity/Custom Affinity
Similar Audiences
Product Keywords
❏ Video
❏ TrueView for Shopping
❏ TrueView for Action
❏ Bumper Ads
❏ Smart Display Campaign
❏ Search with smart bidding
❏ UAC
❏ Discovery campaigns with lower funnel
audiences
Custom Intent
Remarketing
Customer Match
Similar Audience
Product & Brand Keywords
Store Visits
Online Sales
Lead Generation
App Install
Phone calls
MeasurementObjective
Align Business Goals with Audience, Solutions & Measurement
Awareness

20. Awareness Consideration Action
Exercise 4: One Google for your Business // Real Estate
Capture various audiences through
engagement & be omni-present on search
Connect with your potential users through
advanced audience signals
Lead your users to the path of conversion
by utilizing Inmarket, Custom Intent &
Remarketing audiences
Reach & Frequency
Intent
Demo + HHI
Affinity > Luxury Shoppers,
Avid Investors
Custom Affinity
Remarketing, Customer Match
Custom Intent
In-market > Home Loans, Real Estate
Similar to All Visitors Remarketing
Remarketing
Similar to All Converters
Gmail Custom Intent
Placements > Finance,
Investing
News websites > Roadblock
TrueCaller for Real Estate
In-Market > Real Estate
Topics > Real Estate
Broad Category Terms
Brand Terms
RLSA + Generic Terms
Terms by
location/configuration
In-Market for Search +
Generic
Awareness Lift (BLS)
Ad Recall (BLS)
Views/Clicks to Website
Consideration Lift (BLS)
Interest Lift (BLS)
Engagement (downloads, calls, chat etc.)
Purchase Intent Lift (BLS)
Leads/Sales
New vs. Returning users (Analytics)

21. Thank You