Como o Google está inovando para gerar mais vendas e resultados para o mercado de varejo

How Google is innovating to generate more
sales and results for the retail market
Nick Brady | Vertical Search Lead at Google New York

Proprietary + Confidential
How to Grow Your Business with a Modern Search Strategy
Be Useful
Be Smart
Be There
Agenda

But first: let’s get personal
how to say hello in brazilian portuguese?
what sneakers to wear with a blazer?
Black Mirror Netflix season 6 release date
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best restaurants in sao paulo brazil
best pizza in sao paulo?
how long is the walk to TRANSAMERICA EXPO CENTER?
new rent laws for NYC

Future-proof your business with modern search
Be Smart
Maximize performance with
machine learning.
Be There
Increase reach and drive
consideration by expanding
to new formats and
inventory.
Be Useful
Improve performance with
better ad copy and fast
frictionless experiences.

Start with the right objective
LTV
MARGIN
ROAS
CPA
BUDGET

Be Useful

Source: Think with Google

Provide relevant creative at scale with Responsive Search Ads

Imagine you have three potential customers looking for a hotel
room in São Paulo, and they all have very different needs
Needs:
Free Wifi, conference
rooms, group discounts.
Needs:
Swimming pool, spa
amenities, children’s center.
Needs:
Central location,
restaurants, & bars.
How will you make sure to show them all the right message, that matters to them?

Understand your target audience

Improve Responsive Search Ads with Ad Strength

How to improve your Responsive Search Ads
Sort by impressions
How to improve RSA ad strength?
On the ads table, filter ads with poor and average ad strength
Use the action items to see the next steps to improve your ads

Make your headlines more unique. Make sure not to repeat the same word, phrase or ideas over and over again. If
you have a phrase that must show in every ad, instead of adding it to every headline and description line, pin it to
Headline position 1,2 or Description position 1, as these are guaranteed to always show.
Before
Headline Examples:
1. 300 Hour Yoga Training
2. Book 300 Hour Yoga Training
3. Immerse into a 300hr Yoga
4. 29 days Intensive 300hr Yoga
5. Learn Yoga in 300 hours
Our system can’t assemble any ads since
headlines are repetitive.
After
Headline Examples:
1. 300 Hour Yoga Training
2. From Top Rated Trainers
3. Learn Advanced Yoga now
4. Call Now for a special Offer
5. Starting from $1300
Since ‘’Make your headlines more unique’’ is
checked, you can work on the other action items.

Try adding longer headlines. Provide enough details to catch the attention of your target customers. If the assembled
ads don’t make good use of the available space, you may be asked to try adding longer headlines. Providing longer
headlines can help you take full advantage of the larger ad format.
Before
Headline Examples:
1. Bali Hotel
2. Villas in Bali
3. Starting from $100 per night
4. Compare & Book Online
5. 24/7 Customer Service
6. Book Now with Confidence
After
Headline Examples:
1. Bali Hotel Official Website
2. Luxurious Villas in Bali
Since you are not asked to ‘’try adding longer
headlines’’, you can work on other improvements.

Try adding a few more unique headlines. Even after you checked all the requirements, you might still not reach
‘’Excellent’’ and might be prompted to add more unique headlines.Try adding more unique headlines to increase your
chances for better performance.
Before
Headline Examples:
7. Honeymoon Suits
8. Villas with private pool
9. From spectacular to affordable
10. Over 100 Villas in Bali
After
Headline Examples:
7. Honeymoon Suits
8. Villas with private pool
9. From spectacular to affordable
10. Over 100 Villas in Bali
11. Bali & Seminyak Villas for rent
12. Holiday villas in Bali

+25%
increase in clicks
+25%
increase in conversions
Responsive Search Ads

Key concepts of Be Useful
1
Answer consumer
questions directly, using
their language in your ad
copy.
2
Drive usefulness and
relevance at scale with
Responsive Search Ads.
Anticipate consumer needs.
3
Improve Responsive Search
Ads using Ad Strength.

Be Smart

Smart Bidding uses exclusive signals to drive growth
Query-level Auction-time User-centricExclusive Signals

Choose the right bid strategy based on your objective
Visibility
Target Impression Share
Drive visibility on the the
results page for a specific
impression share target
Conv. & Engagements
Max Conv - Target CPA
Drive max conversions
possible at set budget/CPA
Conversion Value
Max Value - Target ROAS
Drive max conversion value
possible at set budget/ROAS
Website Traffic
Maximize Clicks
Drive max clicks possible
within target spend / CPC

How it works: Maximize Clicks
Maximize Clicks automatically adjusts maximum cost-per-click (CPC) bids to maximize the
number of clicks possible within a target spend.

How it works: Target Impression Share
Target Impression Share enables you to get your
ads on the absolute top of the results page, top of
the results page or anywhere on the results page
and assign a specific impression share target.
Absolute Top of Results Page
Top of Results Page
Top of Results Page
Anywhere on the Results Page
(including below organic links)

How it works: Target CPA
Target CPA helps get more conversions at the target you set. It uses advanced machine learning to
automatically optimize bids for each and every unique auction.

How it works: Target ROAS
Target ROAS helps get more conversion value at the target you set. It uses advanced machine
learning to automatically optimize bids for each and every unique auction.

How it works: Maximize Conversions
Maximize Conversions optimizes bidding using auction-time signals to generate as many
conversions as possible while spending the full campaign budget.

How it works: Maximize Conversions Value
Maximize Conversion Value optimizes bidding using auction-time signals to generate as much
conversion value as possible while spending the full campaign budget.

Audience data turbocharges Smart Bidding
On average, has a 71% higher CTR
and 56% higher CVR when compared
to non-audience search traffic.
On average, has a 37% higher CTR and
15% higher CVR when compared to non-
audience search traffic.
Remarketing Lists for
Search Ads audiences
Similar Audiences
On average, has a 79% higher CTR and
67% higher CVR when compared to non-
audience search traffic.
Customer Match
71% CTR
56% CVR
37% CTR
15% CVR
79% CTR
67% CVR

Customize the experience based on what you know
Customized Ad & Bid UpSearch
furniturePREVIOUS
VISITORS
(COUCHES)
Shop Couches
Top Rated Furniture
www.furniture.com/couches
Shop comfortable couches at
Furniture.com. Free shipping
on orders over $500.

3 basic principles for successful implementation
Keep Lists Large
Avoid over-
segmentation
Apply to All Campaigns
Maximize coverage on key lists
Use “Observation” Setting
Use bid modifiers or automation
to increase audience list reach
Follow these best practices to ensure Search Audience campaigns have the
ability to scale and drive maximum advertiser value:

Data Driven Attribution ensures optimal bidding
+5% uplift in
conversions
Great tech gifts Highly rated tablets Nexus 9 Tablet
Highly rated tablets Nexus 9 Tablet
= 0.32% Cross-device
Fully automated
Easy to set up
More data for
smarter bids
2.73%
2.41%
Conversion Rate
Conversion Rate

Bid to the right conversion with Campaign Level Conversion Setting
Choose the conversion actions
that a campaign will report in the
“Conversions” column and use for
optimization in Smart Bidding
Greater Control
Share conversion actions across a
group of campaigns intended to drive
the same action for easier reporting
and optimization
Improved Account Management
Test specific conversion actions
without disrupting other campaigns in
the same account by overriding the
account-level biddability setting
Flexible Testing

+42%
increase in revenue
+52%
increase in ROAS
Target ROAS Smart Bidding

Key concepts of Be Smart
1
Understand how each
Smart Bidding solution
works and choose based on
your objective.
2
Providing your first party
data helps Smart Bidding
perform even better.
Customize ad experiences
based on audience data.
3
Go beyond last click with
Data Driven Attribution.

Be There
Automated
engagement
Automated
shopping
Automated
query discovery
Automated
store visits
Automated
discovery

Showcase Ads ads allow you to engage users earlier in the purchase
journey when they’re discovering what to buy and where to buy it
Collapsed Ad Expanded Ad
Header Image
Logo & Headline
Description
Category URL
Products

Dynamic Search Ads capture incremental searches
15% of queries on Google
every day are brand new
Even well managed keyword
accounts can miss valuable
traffic but Dynamic Search Ads
will make sure you cover
relevant user queries
Advertisers’ website
content is large & dynamic
Dynamic Search Ads will help
you advertise content hidden
deep within your website

Dynamic Search Ads drive relevancy based on website content
We dynamically generate
an ad headline and
destination URL
Specify pages of your
website, daily budget
and ad template
User types a query
relevant to your
business
If no exact term is eligible,
we find a page that
matches the query
Stay at our New York properties,
free wifi, breakfast included.
Hotels in NYC - book now
awesomehotels.comAd

Key differences in targeting options

68%
of customers reached with
Showcase Ads are new
25%
better CPA than standard
Shopping ads
Showcase Ads

Key concepts of Be There
1
The future is automated.
2
Showcase Ads drive new
customers.
3
Dynamic Search Ads
capture incremental
searches.

How to build a modern search strategy
Be Smart
Smart Bidding with
Audience Data
Data Driven Attribution
Campaign Level Conversion
Settings
Be There
Showcase Ads
Dynamic Search Ads
Be Useful
Responsive Search Ads &
Ad Strength

Thank
You
Obrigado!

Como o Google está inovando para gerar mais vendas e resultados para o mercado de varejo

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