This document discusses how audience marketing using signals collected from users can help convert qualified customers. It presents a framework with three steps: collect signals from a company's website and other sources, segment the audience using those signals to gain insights, and engage segments through targeted advertising. Metrics show segmentation and remarketing can significantly increase clickthrough and conversion rates. The document advocates expanding targeting using similar audience insights from Google and optimizing efforts in real-time through tools like target return on ad spend to further improve performance and conversions.

1. Converting Qualified Customers
with the Power of Audience Marketing
Barney Pierce, Global Head of Audience Solutions,
Google

2. 2.8 Billion
Will have internet Access

3. 1K
20K
100s of
Millions

4. 78%
Involves web
browsing or
apps

5. 2,000
gb/s
2007
12,000
gb/s
2012
37,000
gb/s
2017

6. The power
of signals
Age
Gender
Interests
Source
Duration
Frequency
Recency
Search
gmail
YouTube
Web Ads
Strong Relationships Better Performance More Conversions

7. Power Of
Prediction

8. Alexander Dynamically created
customized ad

9. Collect Segment & Engage Measure & Iterate
Be There Be Relevant Be Optimized
A Framework to Convert Qualified Customers

10. Three simple steps
Capture signals your
audience leaves on your
web properties
Inbound call data,
physical interactions in
store , CRM, offline
conversions
Partners, suppliers,
other divisions
Signals from your site Signals beyond your siteSignals from your wider
business eco-system
Collect
Adwords
Smart
Pixel
GA Universal AnalyticsGoogle Analytics
Google Tag Manager

11. Segment Engage
Turning data
into insights
Turning insights
into action
“We’re surrounded by data;
we’re starved for insights”
- JAY BAER. NY Times best selling author
& marketing consultant
Activate audience
segments
Re-engage past
visitors
Expand to engage
new customers

12. Clickthrough Rate
Increase
Segmentation &
Remarketing on
Search Ads
Remarketing Lists for Search
ads to segment & engage past
site visitors on Google search
730%

13. CTR 3x higher…
Conversions
75%
Clicks
Returning
Visitors
CTR: 12.5% 25% Conversion
Rate: 8.1%
50%
Impressions
10%
CTR: 4.2% Conversion
Rate: 2.7%
90 %
New
Visitors
... CR 3x higher
CTR: 5.0% CR: 4.0%
50%
Returning Visitors: Your most valuable audience

14. Google Confidential and Proprietary
Retail Flights Educat
ion
Real
Estate
FinanceAuto Hotels Travel
Destina
tion
Car
Rentals
Jobs
Engage: Dynamic Remarketing beautiful, high performing ads

15. 203%
higher conversion
rate than regular
display
Segmentation and
Dynamic Remarketing
Goal was to create
awareness of Storkie
brand and product
offerings, and to
connect with customers
119%
higher conversion
rate than regular
remarketing

16. Use more SIGNALS to Expand

17. Similar
Audiences
60%+ 57%+ -9%
Revenue Bookings CPA
Expand: Scale your own data insights with Similar Audiences

18. Awareness
Consideration
Evaluation
Purchase
Advocacy
Highly qualified users
● Drive higher consideration among people actively
researching and intending to buy
● Next generation of audience targeting for performance
advertisers
● Choose from 14 different segments such as Auto,
Financial Services, Real Estate, Education and more
Expand: Leverage massive, smart audience data and insights to
connect with customers In-market for your product
In-Market Audiences - coming soon to Russia

19. Log into email
Log into social
network
Check back into email to
share reviews with spouse
Revisit manufacturer
site to read pricing
options
Visit car safety site
for electric cars
Click ad for hybrid
to see interior on
manufacturer site
Visit blog discussing
electric cars
Email friend about
car reviews
Visit primary bank
site to see options
for car financing
In-market audiences distinguishes between interest and intent

20. 50% 3X
lower CPA on
Remarketing Ads
higher CTR on
Remarketing Ads
In-Market
Audiences

21. Measure + Iterate
Optimize in real-time + transparent reporting

22. $10
$0.05
$0.75 $1
$0.10 $0.30
Real-time bidding drives performance at scale
Target ROAS and Target CPA
Leverage real-time bidding to
set your bid in 400ms
Analyze 70 million unique variables in
each auction
+20% conversions when switching from
manual bidding to Target CPA
+40% ROAS when switching from Target
CPA to Target ROAS

23. Target
ROAS
“With target ROAS, we don’t have
bid differently for CPA bids on
various placements”– Larry Sweeney, Marketing
Manager, eBags
700
%
Return on
Investment

24. Collect Segment & Engage Measure & Iterate
Be There Be Relevant Be Optimized

25. Google Confidential and Proprietary
Let’s go find your audience!