Personalisation in search is an increasingly important aspect of the digital marketing landscape allowing advertisers to more and more tailor their ads to increasingly more complex audiences

1. Getting personal with
search
March 2015
Peter Young - MediaCom

2. Consumers are
increasingly exposed to
personalised marketing

4. That was a perspective of 2054……

5. ……Made in 2002……

6. In 2002, Google wasn’t even the dominant search engine

7. February
- ‘Google Search Appliance’, the 1st
Google enterprise product released
- AdWords introduces cost-per-click
pricing
April
- 1st API release
May
- Google Labs launched
September
- Google News launches
October
- A few months after 1st employee in
Australia starts selling AdWords from
her lounge room, Google opens their
office in Sydney — the 2nd office after
Japan in APAC.
- First local AdWords client is eBay
Australia
December
- Froogle launches (rebrands to Google
Shopping in 2012)
To put it in context many
products only started
their existence in 2002

8. Search queries were estimated to be under a 100 billion, well short of the over 2
Trillion searches undertaken in 2014
0
500,000,000,000
1,000,000,000,000
1,500,000,000,000
2,000,000,000,000
2,500,000,000,000
1998 2000 2007 2008 2009 2010 2011 2012 2013 2014

9. Google is now able to understand context
“beats headphones”
Explicit query
“beats headphones”
Explicit query
mobile User, in London on 26/3
@ 11:00am
Implicit query

10. How many of you
remember this?

11. As a result Google has a wealth of information on you

12. Your Gender – Google Profile
Your Age – Google Profile
What sites you like – Web
History/Google Profile
Who your friends and contacts are –
Android/Gmail/Google+
Your usage patterns – Web History
Your browsing habits – Web History
Potentially what your doing –
Calendar
And if you use Google Now…….
As a result they
potentially know more
than you think

13. Google Ad Preferences
https://www.google.com/settings/u/
0/ads
Googles understanding
of you

14. RLSA
DLSA
Youtube Retargeting
Gmail Sponsored Ads
Google+ Post Ads
And the list is growing
This has opened up a
wealth of new
advertising
opportunities to
advertisers

15. As an advertiser this
gives you far more
control over where and
when your ads can be
shown

16. This doesn’t change the fact that you need to get the basics right

17. Beyond just prospecting vs re-
targeting, let your customer journey
dictate your RLSA strategy.
The closer someone gets to
converting the more likely they are to
convert on a 2nd visit.
Yet the majority of your investment is
where there is much less chance of
converting, so bid modifiers will
ensure that you close the deal.
Retargeting lists for
search now allow us to
tailor our ads based on
client behaviour

18. New Demographic data
now gives us more
insight on the audience
behind search and
different Clients data
can vary significantly
Male
38%
Female
62%
18-24
4% 25-34
12%
35-44
14%
45-54
18%
55-64
26%
65 or
more
26%
18-24
19%
25-34
12%
35-44
22%
45-54
19%
55-64
20%
65 or
more
8%Male
54%
Female
46%
CLIENT X
CLIENT Y

19. Ultimately its all about getting the right
message, to the right person, at the right
time, in the right place

20. So what does the future
look like?

21. Closer integration
between search and
other media

22. From simple integrations:
• Google Comparison products such
as Flights, Hotels and Insurance
• Google Maps/Waze (acquired
June 2013) integration
• Google Shopping Express
To the more complex
• Self Driving Cars
• The Internet of things
Integration with new
products and
innovations (…maybe)

23. There answer is now but we may well
review the way we manage our
accounts
As an advertiser these are exciting
times, ones we should embrace –
and one that if we manage correctly
has huge opportunities for us
Does this mean there is
a limited lifespan for
keywords as we know it