Google Russia Business Opportunities and Ads Update


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  • We will focus on three quick pieces from Google Ads and Analytics
  • Google Russia Business Opportunities and Ads Update

    1. 1. Google Russia Business Opportunities and Ads Update
    2. 2. Developments in Ads and Analytics <ul><li>News from Google Analytics </li></ul><ul><ul><li>Fresh Features - Snippets </li></ul></ul><ul><li>Better Ad Management </li></ul><ul><ul><li>Search Funnel (Conversion Attribution) </li></ul></ul><ul><ul><li>AdWords Opportunities Tab </li></ul></ul><ul><li>New Ad Types </li></ul><ul><ul><li>Ad Sitelinks </li></ul></ul><ul><ul><li>Product Ads </li></ul></ul>1 2 3
    3. 3. Google Analytics: Quick Intro <ul><li>Quick, Free, Easy to Install </li></ul><ul><li>“ How can we improve our site for sales?” </li></ul><ul><li>“ Are our visitors buying or signing-up?” </li></ul><ul><li>“ Are our online campaigns performing?” </li></ul>
    4. 4. Google Analytics: New Features More Intelligent Data <ul><li>Intelligence & Customizable Alerts (on multiple metrics) </li></ul><ul><li>Annotations (on the time graph) </li></ul>More Flexible Reporting <ul><li>Advanced Segmentation </li></ul><ul><li>Custom Reporting </li></ul><ul><li>Multiple Custom Variables </li></ul>More Platforms Tracked <ul><li>AdWords & AdSense </li></ul><ul><li>YouTube Brand Channel </li></ul><ul><li>Mobile Web Tracking </li></ul><ul><li>Android & iPhone Apps </li></ul><ul><li>Flash, AIR & Silverlight </li></ul>More Powerful Analysis <ul><li>Segmentable Unique Visitors </li></ul><ul><li>Engagement & URL Goals </li></ul><ul><li>Advanced Table Filtering </li></ul><ul><li>Pivoting & Multiple Dimensions </li></ul>
    5. 5. * Adwords Conversion Tracking is Required AdWords: Search Funnel <ul><li>Multiple ads may have assisted in a conversion – they should share the credit </li></ul><ul><li>But systematically identifying “assisting” ads is often hard </li></ul><ul><li>AdWords Search Funnel reports describe ad click and impression behavior on that leads to a conversion </li></ul>All the Glory All the Work Assist Impression Assist Impression Conversion! Assist Click Assist Click Assist Impression Reality
    6. 6. * AdWords Conversion Tracking is required in order to receive Search Funnel Reports.  AdWords: Search Funnel
    7. 7. Advertiser Insights: Account Optimization Has (Too) Many Facets Budgets Keywords Benchmarks Bids Creatives
    8. 8. Advertiser Insights: Opportunities Tab Keyword bid ideas Click “Increase traffic” or “Decrease cost” in the table’s header to see ideas for Your One Hompage for Customized Account Optimization Opportunities
    9. 9. Advertiser Insights: Bid Opportunities <ul><ul><li>Identifies opportunities to change bids for better results </li></ul></ul><ul><ul><li>Shows bid increase  and decrease  opportunities per keyword </li></ul></ul>
    10. 10. Advertiser Insights: Impact Estimation
    11. 11. Ad Sitelinks Ad Sitelinks allow advertisers to highlight additional deep content on their site when users enter a navigational query Target Audience: Brand advertisers with rich site content Current Status: Rolling admissions beta
    12. 12. Product Ads via GAN Product ads allow advertisers to market their entire product catalog with little additional work or risk Target Audience: Larger e-commerce advertisers Current Status: Small beta limited to GAN advertisers
    13. 13. Exciting Time at Google Russia <ul><li>>30% share in search * , higher in search ad impressions </li></ul><ul><li>Good partnerships – Begun and </li></ul><ul><li>Commitment to growing online advertising in all its forms in Russia </li></ul><ul><ul><li>Bringing our core strengths of measurability, effectiveness and ease of use </li></ul></ul><ul><ul><li>Supporting advertiser interests, such as adding support for Yandex.Money </li></ul></ul><ul><li>Strong Russian engineering office </li></ul>* Comscore, Jan 2010 
    14. 14. Thank You
    15. 15. Advanced Segmentation <ul><li>Isolate and analyze subsets of your traffic post-data capture </li></ul><ul><li>Compare segments and key performance metrics side by side  </li></ul><ul><li>Analyze your traffic with predefined or customized segments </li></ul>