The document outlines the agenda for the Google Masterclass 2017 event, including presentations on topics such as the shift to an AI-first world, optimization and automation, measurement and attribution, and the agency of the future. The day includes registration, lunch, demos, presentations, networking and drinks. The event code for participating in live Q&A is #Masterclass2017.
Spring into Action Webinar: The A/B Testing Idea EngineOptimizely
In this Optimizely webinar with WiderFunnel, speaker Chris Goward covers the frameworks and insights that can help your organization generate an ongoing stream of test ideas, and how to iteratively approach conversion optimization.
We’ve got some bad news: Most pay-per-click ads and landing pages (and probably yours) suck. The good news? There’s a huge opportunity to rise to the top and skyrocket your conversion rates by making a few key changes.
In this webinar we’ll expose the secret to high-converting paid marketing campaigns in just 3 steps.
In this new webinar, Larry Kim of WordStream and Oli Gardner of Unbounce will teach you how to:
- Choose the right keywords for your business
- Create ads that compel searchers to click
- Send traffic to landing pages that actually convert
For more information on WordStream, visit www.wordstream.com.
5 Best Kept PPC Secrets I've Discovered Through Millions of Ad SpendKlientBoost
Want to turn your PPC campaigns into bigger money making machines? We have our 5 best kept PPC secrets that we unveiled at Unbounce's 2016 Call To Action Conference.
Social Media Marketing Strategy For Business PowerPoint Presentation SlideSlideTeam
Summarize everything that you plan to do with our professional social media marketing strategy for business PowerPoint presentation slide. This is one of the best guides that help you in achieving your eventual goals. More specified strategy leads to more effective execution. A well planned social media marketing PPT template helps you in setting goals that are attainable. It lets the user stick to original plan and continue taking on new hurdles as you complete old ones. Using this professional business PPT design, a user can avoid complicated methods and achieve the desired within specified time period. With a proper range of the social capabilities, it may be really difficult to determine the real objectives. It leads to higher quality of sales, increased brand awareness, improved ROI, driving in-person sales, better pulse on the industry, loyal fanbase and more. So, there is no point to rescue using social media strategy PPT for effective output. Take a look at our range of Social Media Marketing Strategy For Business PowerPoint Presentation Slide. You will be delighted with what you find.
We live in a world where almost 90% of consumers read emails on their mobile devices. It is therefore imperative for marketers to ensure that their sites and email marketing is optimized for all channels - especially mobile. Download the slides and discover practical methods to help you create the best mobile emails in 2016.
Spring into Action Webinar: The A/B Testing Idea EngineOptimizely
In this Optimizely webinar with WiderFunnel, speaker Chris Goward covers the frameworks and insights that can help your organization generate an ongoing stream of test ideas, and how to iteratively approach conversion optimization.
We’ve got some bad news: Most pay-per-click ads and landing pages (and probably yours) suck. The good news? There’s a huge opportunity to rise to the top and skyrocket your conversion rates by making a few key changes.
In this webinar we’ll expose the secret to high-converting paid marketing campaigns in just 3 steps.
In this new webinar, Larry Kim of WordStream and Oli Gardner of Unbounce will teach you how to:
- Choose the right keywords for your business
- Create ads that compel searchers to click
- Send traffic to landing pages that actually convert
For more information on WordStream, visit www.wordstream.com.
5 Best Kept PPC Secrets I've Discovered Through Millions of Ad SpendKlientBoost
Want to turn your PPC campaigns into bigger money making machines? We have our 5 best kept PPC secrets that we unveiled at Unbounce's 2016 Call To Action Conference.
Social Media Marketing Strategy For Business PowerPoint Presentation SlideSlideTeam
Summarize everything that you plan to do with our professional social media marketing strategy for business PowerPoint presentation slide. This is one of the best guides that help you in achieving your eventual goals. More specified strategy leads to more effective execution. A well planned social media marketing PPT template helps you in setting goals that are attainable. It lets the user stick to original plan and continue taking on new hurdles as you complete old ones. Using this professional business PPT design, a user can avoid complicated methods and achieve the desired within specified time period. With a proper range of the social capabilities, it may be really difficult to determine the real objectives. It leads to higher quality of sales, increased brand awareness, improved ROI, driving in-person sales, better pulse on the industry, loyal fanbase and more. So, there is no point to rescue using social media strategy PPT for effective output. Take a look at our range of Social Media Marketing Strategy For Business PowerPoint Presentation Slide. You will be delighted with what you find.
We live in a world where almost 90% of consumers read emails on their mobile devices. It is therefore imperative for marketers to ensure that their sites and email marketing is optimized for all channels - especially mobile. Download the slides and discover practical methods to help you create the best mobile emails in 2016.
Email Summit 2014: Top takeaways from this year's award winning campaignsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2014 sessions.
In this MarketingSherpa webinar, sponsored by ExactTarget, we present the most valuable content from more than 20 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Manager of Editorial Content, both of MECLABS, present an in-depth recap of Email Summit 2014 to get ahead of your competition this year.
Making the customer journey seamless and clear is essential to a successful conversion and email marketing is only part of this process, what happens next is crucial!
Landing pages can dramatically increase the results of your campaigns. You need to embrace the opportunities to work beyond just the remit of the email.
How to be a Web 2.0 Metrics Jedi (Web 2.0 Expo, April 2009)Dan Olsen
How to use metrics to optimize your product, marketing, and business by Dave McClure, Dan Olsen, and Ted Rheingold at O'Reilly San Francisco Web 2.0 Expo, April 2009.
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
Optimize your web & mobile sites with Analytics & A/B TestingOptimizely
These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
Take a look at current marketing trends and get an action plan on how to take your email marketing strategy to the next level with email auto responders and lead nurturing. Also view practical examples of triggered email sequences and auto responders that increase nurture leads and conversions.
Topics Covered:
• Email marketing trends
• Tips to improve targeting and segmentation
• Drip marketing campaigns to nurture contacts and analyze results
• Practical drip marketing campaign examples to generate results
• Short demo of how to set up drip campaigns
Presenter: Tamara Gielen | Plan to Engage
Susan Wenograd
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
When someone discovers a new method to reach an audience, everyone starts doing the same thing and oversaturates the audience. We should not be pounding the bottom of the funnel with the hard sell. We have to change what we have been doing in the past.
Learn how to approach creating effective Facebook ad funnels. This session will be filled with actionable content that will help you change what you've been doing for the better.
Ramping up your email marketing for the holidays?
So is your competition.
Get ahead by learning the strategies for successful holiday email marketing - including this year's holiday trends, tips and inspiration.
In many ways, customer engagement has become the most important metric for any modern software business.
Not too long ago the software marketers job was to optimize the funnel for impression, traffic and pipeline generation and it usually ended when a sale closed. Corks were popped and parties were thrown. But to a modern software marketer, this old funnel looks like something out of Mad Men.
Today the modern marketer or growth hacker needs to optimize the funnel for lifetime value. And it requires a dramatically different process and approach to growing your business.
In this webinar, Sean Ellis and Brian Kelly will be showing you how to:
Find you North Star Metric, which will help you increase true value to your customers
Identify your greatest opportunities for sustainable growth
Set up a growth process based on experimentation
Analyze your customer behavior and increase customer engagement
"Freemium SaaS: the good, the bad & the ugly” by Nick Franklin @ChartMogulTheFamily
Wondering whether you should go Freemium?
To define your pricing, you must first understand your customers intimately and know how they value your product.
For Saas startups, there isn’t a magic formula. Rolling out a free offer can be risky or rewarding, and timing is essential. ☝
In this talk, Nick Franklin, Founder & CEO of ChartMogul, shares his experience switching to a freemium model. ✨
He covers:
- How to chose your pricing model
- Pros & cons of Freemium
- What to consider when switching
- Results and profitability over time
Nick Franklin is Founder & CEO of ChartMogul, the Berlin-based analytics company helping hundreds of subscription businesses better understand and grow their recurring revenue.
Prior to ChartMogul, Nick spent 5 years at Zendesk, joining in 2009 (as the 9th member of the team) and leaving in 2014 after the company went public. Nick served as Zendesk's head of EMEA region (2 years), followed by head of Asia (3 years) where he oversaw the expansion of both regions from a handful of customers to millions of dollars in recurring revenue.
6 Ways to Retarget Audiences Using Facebook Ads to Maximize Revenue during Q4Tinuiti
The Q4 Ecommerce Brand Accelerator Virtual Summit
Ad Espresso Presents:
During Q4 the cost of advertising on Facebook sees a steep increase in price so it’s important to turn to your best audiences to maximize revenue. During this webinar we’ll cover 6 retargeting techniques you must be using to guarantee success at this busy time of year.
The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for SuccessKissmetrics on SlideShare
Each year a completely unexpected and startling phenomenon occurs... the holidays. Of course, each year we digital marketers are told that we should be getting ready extra early, and each year we tend to put it off longer than we intended.
Well, let this year be different as in this webinar, we tackle 4 ways to take your ecommerce PPC account to the next level in time for the holidays!
In this webinar we will discuss:
The best way to set up your Shopping account, and why this is so important to master
How Remarketing for Shopping and DSA can give you that additional conversion boost
How to completely change out your account ads with countdown customizer ads in 15 minutes
With Outbrain Amplify your content will be promoted on the web's largest and most respected media properties, including CNN.com, Slate and ESPN. We make sure it's seen precisely when people will find it most interesting.
Learn why marketers of all sizes, from small businesses to big brands, and agencies to media pros use Outbrain Amplify to reach new audiences and scale their content marketing.
Will Fleiss, Outbrain's Online Customer Acquisition Manager, will cover:
-What is Outbrain Amplify?
-How Outbrain recommends your content.
-Where Outbrain recommends your content.
-What types of content meet Outbrain's Content Guidelines.
-How Outbrain Amplify pricing works.
-Case studies of large brands and small companies using Outbrain to promote their content.
There will also be a live Q&A session so you can get all your questions answered!
This webinar is held every Wednesday. You can sign up for the next one here:
The field of website building is ever-evolving. The fashion of today might be rapidly supplanted by more advanced and effective technologies. The world is constantly changing, and technology plays a significant role in driving those changes.
Tips for Improving Google Shopping Campaign results Elizabeth Clark
Presenter slides from the first Shopping Guru's group meeting at Deloitte in Manchester. Attended by retailers , digital agencies and ad tech companies. Presentations covered the Google Myths to be wary of, rapid growth retailer case study, the agency role in managing feeds, and Manchester's opportunity to play a key role in setting shopping best practice.
Steelhouse Personalized Content Engine Integration with Magnolia CMSMagnolia
This presentation was given at Magnolia Conference 2013 by Jan Haderka, General Manager at Magnolia Czech Republic, and Mark Douglas, CEO at SteelHouse.
SteelHouse provides its customers with a wide range of marketing tools to enhance their websites with, for example targeted campaigns, re-targeting and analyzing visitors' behavior, along with suggestions on how to increase conversion rates.
In this talk, you will learn how easy it is to integrate Magnolia with SteelHouse and how your website can benefit from such an integration. Learn about the whole range of services provided by SteelHouse to help you achieve your business goals faster and better.
Email Summit 2014: Top takeaways from this year's award winning campaignsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2014 sessions.
In this MarketingSherpa webinar, sponsored by ExactTarget, we present the most valuable content from more than 20 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Manager of Editorial Content, both of MECLABS, present an in-depth recap of Email Summit 2014 to get ahead of your competition this year.
Making the customer journey seamless and clear is essential to a successful conversion and email marketing is only part of this process, what happens next is crucial!
Landing pages can dramatically increase the results of your campaigns. You need to embrace the opportunities to work beyond just the remit of the email.
How to be a Web 2.0 Metrics Jedi (Web 2.0 Expo, April 2009)Dan Olsen
How to use metrics to optimize your product, marketing, and business by Dave McClure, Dan Olsen, and Ted Rheingold at O'Reilly San Francisco Web 2.0 Expo, April 2009.
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
Optimize your web & mobile sites with Analytics & A/B TestingOptimizely
These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
Take a look at current marketing trends and get an action plan on how to take your email marketing strategy to the next level with email auto responders and lead nurturing. Also view practical examples of triggered email sequences and auto responders that increase nurture leads and conversions.
Topics Covered:
• Email marketing trends
• Tips to improve targeting and segmentation
• Drip marketing campaigns to nurture contacts and analyze results
• Practical drip marketing campaign examples to generate results
• Short demo of how to set up drip campaigns
Presenter: Tamara Gielen | Plan to Engage
Susan Wenograd
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
When someone discovers a new method to reach an audience, everyone starts doing the same thing and oversaturates the audience. We should not be pounding the bottom of the funnel with the hard sell. We have to change what we have been doing in the past.
Learn how to approach creating effective Facebook ad funnels. This session will be filled with actionable content that will help you change what you've been doing for the better.
Ramping up your email marketing for the holidays?
So is your competition.
Get ahead by learning the strategies for successful holiday email marketing - including this year's holiday trends, tips and inspiration.
In many ways, customer engagement has become the most important metric for any modern software business.
Not too long ago the software marketers job was to optimize the funnel for impression, traffic and pipeline generation and it usually ended when a sale closed. Corks were popped and parties were thrown. But to a modern software marketer, this old funnel looks like something out of Mad Men.
Today the modern marketer or growth hacker needs to optimize the funnel for lifetime value. And it requires a dramatically different process and approach to growing your business.
In this webinar, Sean Ellis and Brian Kelly will be showing you how to:
Find you North Star Metric, which will help you increase true value to your customers
Identify your greatest opportunities for sustainable growth
Set up a growth process based on experimentation
Analyze your customer behavior and increase customer engagement
"Freemium SaaS: the good, the bad & the ugly” by Nick Franklin @ChartMogulTheFamily
Wondering whether you should go Freemium?
To define your pricing, you must first understand your customers intimately and know how they value your product.
For Saas startups, there isn’t a magic formula. Rolling out a free offer can be risky or rewarding, and timing is essential. ☝
In this talk, Nick Franklin, Founder & CEO of ChartMogul, shares his experience switching to a freemium model. ✨
He covers:
- How to chose your pricing model
- Pros & cons of Freemium
- What to consider when switching
- Results and profitability over time
Nick Franklin is Founder & CEO of ChartMogul, the Berlin-based analytics company helping hundreds of subscription businesses better understand and grow their recurring revenue.
Prior to ChartMogul, Nick spent 5 years at Zendesk, joining in 2009 (as the 9th member of the team) and leaving in 2014 after the company went public. Nick served as Zendesk's head of EMEA region (2 years), followed by head of Asia (3 years) where he oversaw the expansion of both regions from a handful of customers to millions of dollars in recurring revenue.
6 Ways to Retarget Audiences Using Facebook Ads to Maximize Revenue during Q4Tinuiti
The Q4 Ecommerce Brand Accelerator Virtual Summit
Ad Espresso Presents:
During Q4 the cost of advertising on Facebook sees a steep increase in price so it’s important to turn to your best audiences to maximize revenue. During this webinar we’ll cover 6 retargeting techniques you must be using to guarantee success at this busy time of year.
The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for SuccessKissmetrics on SlideShare
Each year a completely unexpected and startling phenomenon occurs... the holidays. Of course, each year we digital marketers are told that we should be getting ready extra early, and each year we tend to put it off longer than we intended.
Well, let this year be different as in this webinar, we tackle 4 ways to take your ecommerce PPC account to the next level in time for the holidays!
In this webinar we will discuss:
The best way to set up your Shopping account, and why this is so important to master
How Remarketing for Shopping and DSA can give you that additional conversion boost
How to completely change out your account ads with countdown customizer ads in 15 minutes
With Outbrain Amplify your content will be promoted on the web's largest and most respected media properties, including CNN.com, Slate and ESPN. We make sure it's seen precisely when people will find it most interesting.
Learn why marketers of all sizes, from small businesses to big brands, and agencies to media pros use Outbrain Amplify to reach new audiences and scale their content marketing.
Will Fleiss, Outbrain's Online Customer Acquisition Manager, will cover:
-What is Outbrain Amplify?
-How Outbrain recommends your content.
-Where Outbrain recommends your content.
-What types of content meet Outbrain's Content Guidelines.
-How Outbrain Amplify pricing works.
-Case studies of large brands and small companies using Outbrain to promote their content.
There will also be a live Q&A session so you can get all your questions answered!
This webinar is held every Wednesday. You can sign up for the next one here:
The field of website building is ever-evolving. The fashion of today might be rapidly supplanted by more advanced and effective technologies. The world is constantly changing, and technology plays a significant role in driving those changes.
Tips for Improving Google Shopping Campaign results Elizabeth Clark
Presenter slides from the first Shopping Guru's group meeting at Deloitte in Manchester. Attended by retailers , digital agencies and ad tech companies. Presentations covered the Google Myths to be wary of, rapid growth retailer case study, the agency role in managing feeds, and Manchester's opportunity to play a key role in setting shopping best practice.
Steelhouse Personalized Content Engine Integration with Magnolia CMSMagnolia
This presentation was given at Magnolia Conference 2013 by Jan Haderka, General Manager at Magnolia Czech Republic, and Mark Douglas, CEO at SteelHouse.
SteelHouse provides its customers with a wide range of marketing tools to enhance their websites with, for example targeted campaigns, re-targeting and analyzing visitors' behavior, along with suggestions on how to increase conversion rates.
In this talk, you will learn how easy it is to integrate Magnolia with SteelHouse and how your website can benefit from such an integration. Learn about the whole range of services provided by SteelHouse to help you achieve your business goals faster and better.
We teamed up with our friends over at Refuel Creative to help advertisers create actionable strategies to make more revenue from PPC.
Whether you work at a marketing agency or are advertising your own business, this webinar will help you elevate your PPC performance.
Google search is used by 94% of Australians and is a very powerful tool in getting your business found by your prospective customers. Working your way up the Google rankings can take months and sometimes years but there is a quicker way – Google Adwords. Pay per click advertising in Google using Google Adwords can get your business found in a matter of minutes. In this session you will find out how you can use Google Adwords to your advantage, learn how to create an account and launch your first campaign. Hear from a Google Adwords qualified individual about the tips and tricks to get ahead of the competition, make the most of your advertising budget and get the cash register ringing! This session was designed for Adwords intenders, beginners and Adwords DIY’ers who want to get more bang for their buck from their advertising.
This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au
This workshop was presented by Threesides Marketing www.threesides.com.au
Hillingdon Council business initiative, launched in association with GoogleHillingdon Council
Speed up during the slowdown! Presentation slides from the seminar to help small businesses get online, reach new customers and increase revenues, hosted by Hillingdon Council in association with Google, November 2009.
We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Get Found Fast: Google AdWords Strategies for GrowthIntuit Inc.
Simply just having a website isn't enough to attract customers to your business — you must also ensure that people can actually find you amidst all of the noise online. Google AdWords is a cost-per-click advertising platform that will get more people to your website and allow you to advertise to new customers.
How to Think Product Analytics in PM Interviews by Amazon Sr PMProduct School
Main takeaways:
- Knowing what metrics to measure and how to measure them are key skills for a Product Manager. Interviewers are always going to gauge this aspect.
- How should we think about setting Product Metrics for every situation? How should we think about measuring these?
- What are the strengths and limitations of A/B testing. When can you use it and when should you rely on other methods? What are the different methods for measuring metrics and when to employ those.
How to Create a Holistic Social Media Content & Ads Strategy That Delivers Results in 2019. Everyone is talking about social media. How do you differentiate yourself? How do you create a social media strategy that not only attracts new customers but helps you increase lifetime value? You could be either better (optimize existing channels) or different (find new opportunities). In this master class, we will be going through a process on how to approach social media to be able to sustain results over the long-term, from strategy to tactics, in order to differentiate yourself from your competition.
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
This complete presentation has a set of tweenty six slides to show your mastery of the subject. Use this ready-made PowerPoint presentation to present before your internal teams or the audience. All presentation designs in this Sales Promotion Power Point Presentation Slides have been crafted by our team of expert PowerPoint designers using the best of PPT templates, images, data-driven graphs and vector icons. The content has been well-researched by our team of business researchers. The biggest advantage of downloading this deck is that it is fully editable in PowerPoint. You can change the colors, font and text without any hassle to suit your business needs.
13 Last-Minute Tips to Improve Your Holiday Ecommerce EffortsLarry Wasserman
Discover some actionable measures you can apply to your digital marketing, Amazon marketplace, and ecommerce website efforts for this coming holiday season. Courtesy of Kalio Commerce and eAccountable.
Getting the most out of Search Engine Marketing - A Channable event in collab...Senni Whitaker
Are you using Google’s range of products to their fullest potential? Channable rounded up industry experts at Google's London HQ to share the search hacks that have made their lives easier.
Channable is a data feed management tool for online marketing agencies and advertisers. The all-in-one tool includes many features such as data feed optimization, product listings for marketplaces, order connections, generating dynamic text ads, and an Analytics connection. Just import your items with a feed, API or one of our eCommerce plugins. You can even combine multiple data sources from different systems. Take advantage of our international expertise to advertise anywhere.
Vorian Agency PPC Google Adwords Seminar 2015Vorian Agency
In this seminar we’ll work through the ins and outs of Google Adwords, to explain how Pay Per Click (PPC) advertising can work for your business.
Things you can learn include:
What is PPC?
Introduction to Campaigns and Ad Groups
Creating an Advert
Editorial Guidelines
Keywords; Broad, Phrase & Exact Match
Bidding and Traffic Estimation
Account Configuration
Competitor Analysis
Negative Keywords
Ad Extensions
Integrating with Google Analytics
Conversion Tracking
Remarketing
Similar to Google partners masterclass Melbourne presentation (20)
AI leadership. AI the basics of the truth and noise publicLucio Ribeiro
There are 6 things I identified in the last 2 Years I have been working in AI.
The Problem is - Hysteria
The lack of context is leading to Noise
The Noise is distracting from the attention and urgency where AI should really be
Executives want a Solution and Directions.
THE GOOD NEWS IS: You don’t need to know the HOW to do, leave this to the tech dudes. You need to know the WHY?
You need to create a culture of enablement. A culture of Data
How to create Content for Instagram - July 2018 Lucio Ribeiro
Instagram published the Instagram Creators Handbook, an official, downloadable guide to IGTV for creators. The 50-page guide covers a range of tutorials such as top tips, suggested apps and tools for creating and editing IGTV video, and video uploading advice.
Stephen King, JWT Planning Guide, March 1974Lucio Ribeiro
I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018.
Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years.
It’s eerily accurate and still incredibly applicable to the modern problems brands face.
NCS and Nielsen prepared the most comprehensive analysis of what drives advertising effectiveness—creative, reach, targeting, recency and context—based on nearly 500 studies from 2016 and 2017 and over a decade of experience in linking advertising to sales results.
This summary report evaluates the sales contribution of these five key drivers—and how their roles have changed since the ambitious Project Apollo studies of 2006.
Google Strategy Teardown 2017: Betting The Future On AI, Cloud Services, And ...Lucio Ribeiro
Original piece by: https://www.cbinsights.com/research/report/google-strategy-teardown
Artificial intelligence is the thread running throughout Google, including autonomous vehicles, enterprise cloud, and its new smartphone line.
Using balance in social design design 4 tipsLucio Ribeiro
Images are a big part of Social Media content. A degree of balance is at the heart of every successful image and can’t be ignored.
A balanced composition feels right. It feels stable and aesthetically pleasing.
When a composition is visually balanced, every part of it holds some interest, which keeps your viewers engaged with your design.
Read on to find out how to achieve balance in your designs and create social content that engages.
Social media platform cheat sheet Australia September 2015Lucio Ribeiro
Produced by www.theonlinecircle.com.
A Marketer’s Guide to Today’s Top Platforms
A complete guide for Social Media channels in Australia.
Inspired by original version from 360i.com
How to drive action online, in-store and in mobile app with Facebook. Best Practices for Facebook direct response marketing.
Facebook offers a sophisticated direct response marketing solution for marketers to reach more of the right people, drive action across devices and make more insightful decisions.
#lucioribeiro
#onlinecircledigital
www.theonlinecircle.com
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
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3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
7. Today's agenda and logistics
12:00PM
Registration, lunch and demos
12:45PM
Welcome
Rebecca Mason & Jean Magalhaes
12:55PM
From a mobile-first, to an AI-first world
Aisling Finch
1:20PM
Optimisation and Automation
Dave Booth
2:30PM
Break and demos
3:00PM
Measurement and Attribution
Dave Booth
4:05PM
Agency of the Future
Martin Curtis
5:00PM
Day Recap and closing remarks
Rebecca Mason & Jean Magalhaes
5:10PM
Networking, drinks and demos
11. Definition
AI (artificial intelligence) - science of making things smart, to
a point they can perform sophisticated tasks, such as play Go,
or recognise the content in a given photo.
ML (Machine Learning) - is a technique to develop AI. ML is all
about learning from examples, and getting computers to do
something without being explicitly programmed to do so
01
27. Google’s speech recognition technology now has a 4.9% word
error rate*
July 2016 Oct 2016 Dec 2016 Current
8.5%
6.8%
6.1%
4.9%
Source: Emil Protalinski, @EPRO, May 17, 2017
*US English only
02
32. Do you have a question about today’s content? Participate in the live
Q&A using Sli.do
Step 1: Visit https://www.sli.do/
Step 2: Enter event code #Masterclass17
Step 3: Submit your questions / upvote existing ones
Three questions will be answered at the end of each
presentation
33. Founding and Senior Partner
Cardinal Path
Dave Booth
Optimisation & Automation
39. The heavy-lifting task of optimising for performance
Are you making
the best use of
your time?
Are you driving
the best results
possible?
Are you operating
in the most
profitable way?
40. The two elements of optimisation we’ll cover in this section
BiddingCreatives
0201
43. The art of showing
generic ads to hyper
targeted audiences
“
01
44. of consumers who own multiple devices
switch between screens to complete a task.
90%
more likely to be influenced by
targeted digital ads.
2x
sources consulted before
making a purchase.
10+
Consumer journey is more
complex than ever
Source: https://www.thinkwithgoogle.com/research-studies/mobile-path-to-purchase-5-key-findings.html | https://www.thinkwithgoogle.com/articles/shift-to-
constant-connectivity.html | https://www.sociomantic.com/wp-content/uploads/2013/11/What-Consumers-Want-Infographic-Sociomantic-Labs-EN-global.png 01
45. Consumers want information that is
relevant to their moment based on their:
Time Device
Location Interest
Intent
Tailoring ads at scale
01
49. Different people & contexts ask for different ads
01
3.5B
searches happen
on Google each day
Ad 3
Ad 2
Ad Group 1
Ad 1
Device
Time
Geo
Device
Time
Geo
Device
Time
Geo
50. Ad groups with 3 or more
high-quality ads may receive
up to 15% more clicks or
conversions* vs. ad groups
with only 1 or 2 ads.
01
Show the right message
to the right person
Ad 3Ad 1 Ad 2
*Source: Google Internal Data. When you rotate your ads to optimize for clicks or conversions. This will vary by
client, business type, among other factors, and Google cannot guarantee this or any uplift.
51. 01
A practical example
*Source: Google Internal Data. When you rotate your ads to optimize for clicks or conversions. This will vary by
client, business type, among other factors, and Google cannot guarantee this or any uplift.
Ad 3
(It’s probably
too late)
Ad 1
Forgetful
packing
incident?
Ad 2
Forgetful
morning
dresser?
Ad 3
52. Optimisation
Ad Rotation
01
Optimise ad rotation to show
your most relevant ad
*Source: Google Internal Data. This will vary by client and business type, among other factors and Google cannot guarantee this or any uplift.
+5%
more clicks &
conversions*
Improve quality
& traffic
Both optimise settings
positively impact
quality score & CTR
Ads using either optimise
setting tend to accrue
more conversions
Increase
conversions
Simplify campaign
management
Let AdWords automatically
serve the most relevant ad
with no additional effort
required
55. 01
of searches
are unique
15% How can we optimise and plan for things that haven’t happened yet?
Use Dynamic Search Ads to
capture relevant queries
58. Compared with their keyword performance, for
the median advertiser, DSA targeting generates...
01
CPCs CPAs
35%
lower
Clicks CTRs
...and on average 86% of Dynamic Search Ads traffic is incremental
30%
lower
30%
higher
30%
more
65. Tailor your ad to the keyword, ad group or campaign
01
Ad
Buy some dinosaur meat.
example.com
Starting at $49. Won’t spoil for
another 325 years!
Ad
Buy some drop bear meat.
example.com
Starting at $1.99. Won’t spoil for
another 15 days!
Eat a
dinosaur
Drop
bears
Example
Ad
Buy some MYSTICAL_CREATURE_NAME meat.
example.com
Starting at COST. Won’t spoil for
another COUNTDOWN!
66. Feed example for keyword ad customisation
01
Note:
You can also use
“Target Keyword text”
and “Target Keyword
Match type”, instead of
“Target Keyword”
67. Tailor your ad to the time of day/ device
Ad
Got the Monday am commute blues?
example.com
Eat some unicorn and sparkle.
Free shipping on orders above $65.
Ad
Host a hoop snake BBQ
example.com
No plans for the weekend? BBQ
some hoop snake! 20% off BBQ1.
Ad
Chupacabra breakfast tacos?
example.com
You bet! 10% off fresh chupacabra
meat. Just add guac & salsa.
Friday
Laptop
Monday
Mobile
Any day, AM
Any
01
69. 01
Approach ResultsGoals
- Increased overall CTR by 32%
- Grew CTR in second-highest
volume-producing ad group
by 113%
- Successfully created and tested
ads at the customer level
- Used Ad Customisers to create
timely and accurate ads
- Tested ad copy with specific
audience segments
- Engage customers with
relevant, real-time messages
throughout the purchase
journey
- Efficiently update ad creative
in different ad segments
71. Count down to an event
01
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in COUNTDOWN.
Example
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in 5 Days.
Feb 9
3:00pm
Feb 14
9:00am
Feb 9
5:40pm
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in 9 Hours.
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in 20 minutes.
Ad
Buy some dinosaur meat.
example.com
Starting at $49. Won’t spoil for
another 325 years!
73. 01
Approach ResultsGoals
- 8.7% increase in conversion rate at
the end of flash sale
- 3% increase in CTR on their ad text
- 8.3% increase in customer
spending per site visit
- Implemented the countdown
function with Google’s
countdown widget
- Dynamically showed customers
the days, hours, or minutes left
until end of sale
- Drive quality traffic to website
- Create urgency to promote
flash sale
- Encourage customers to
convert quickly
77. Customise ads to the user location of interest
01
Location of interest detected Texas, ‘Merica
Ad
Drink without a worry in DESTINATION
example.com
PRODUCT for DESTINATION
people, starting at PRICE!
78. Customise ads to the user location of interest
01
Ad
Drink without a worry in Texas
example.com
Drinking holsters for Texas
people, starting at $10!
“drinking in
Texas”
Ad
Drink without a worry in California
example.com
Sunscreen flasks for California
people, starting at $5!
“help me. just
please help me.”
Location of interest detected Texas, ‘Merica
Location of interest detected California, USA
Ad
Drink without a worry in DESTINATION
example.com
PRODUCT for DESTINATION
people, starting at PRICE!
81. Tips / best practices
01
1. You cannot pause customisers
But you can pause ads that use them or remove associated data
2. If you remove a data set
You can’t “re-start” by uploading a new data set with the same name
Better to edit your data to keep customisers running
3. Get creative!
84. Automation opens up big possibilities
02Source: *BCG Study ‘Cutting Complexity, Adding Value’, 2013, link
Monday Tuesday Wednesday Thursday Friday
is strategic
20%80%
of time spent is dealing with
manual, less strategic tasks
85. 02
(not that
many)
conversions
Millions
of variables
x =
The complexity of the task at hand…
Keywords Topics In-market Affinities
x All your clients!
Time
Hour
Day
Week
Month
Weekday
Location
Radius
Post code
DMA
Region
Country
Device
Mobile
Desktop
Tablet
Audience
Page visitors
Cart abandoners
Loyal shoppers
88. AdWords Smart Bidding: Auction-powered technology
02Source: *BCG Study ‘Cutting Complexity, Adding Value’, 2013, link
Advanced machine learning
that drives informed, accurate
bidding decisions
Unparalleled optimisation
frequency and precision that
adjusts bids for every auction
Rich set of auction-time
signals used to capture
contextual relevance for
every unique search
90. Rich set of auction-time signals
02
Location
Remarketing
list
Every user search is
different and bids for
each query should
reflect the unique
contextual signals
present at auction-time.
Bid
Combinations
between
2 or more
signals
Search
partner
Actual
query
Language
AppOS Browser Ad
creative
Noon
EST
Smartphone
Signals available
with bid adjustments
Exclusive signals for
AdWords Smart Bidding
91. 02
Example, on the keyword buy new toaster|
Example of signals our algorithm will
optimise against:
Language
settings
Location
Time Browser
Operating
system
CVR
4.0%CVR
2.0%
vs.
Finding the right keyword bid is hard.
Keyword bids are not right for all audiences.
Smart Bidding use case
95. 02
2. Simulations with great data quality
Leverage insights from millions of bids set every second across AdWords
Determine the most
profitable CPA target and
apply the change directly
in the simulator tool
96. 02
3. Unique transparency
Monitor a bid strategy performance and understand its current status
Understand the strategy
status and potential
limitations, then take action
Monitor the performance
of flexible bid strategies
key KPIs and watch how
it improves over time
97. 02
4. Seamless high end experiment platform
Run well-executed A/B tests to test changes before rolling them out
Assess performance
Determine the portion of
traffic that you want to go
through the experiment
(360)
98. 02
5. Go further: bid beyond the last click
Pick up a non-last click attribution model
Last click First click Linear Time decayPosition-based
Rules-based
models
Data-driven
model
great tech gifts highly rated tablets nexus 9 tablet
highly rated tablets nexus 9 tablet
2.73%
Conversion Rate
2.41%
Conversion Rate
= 0.32%
105. Founding and Senior Partner
Cardinal Path
Dave Booth
Measurement & Attribution
106. Do you have a question about today’s content? Participate in the live
Q&A using Sli.do
Step 1: Visit https://www.sli.do/
Step 2: Enter event code #Masterclass17
Step 3: Submit your questions / upvote existing ones
Three questions will be answered at the end of each
presentation
111. Technology has changed everything. People now have a huge selection of devices, channels,
and content to choose from, across multiple platforms.
This creates a lot of fragmented data which can be hard to track and action for advertisers
DisplayOrganic Search BrandDisplay network
01
116. 90%
of people switch
between screens to
complete tasks 30%
of all customer journeys
involve more than one
channel of interaction
Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016 01
117. Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016
45%
increase in local
shopping queries
01
126. Day 1 Day 2 Day 3
02
A customer’s journey
Email Email Desktop Desktop
Mobile web In-store visitMobile app
127. 02
Day 1 Day 2 Day 3
A customer’s journey
Email Email Desktop Desktop
Mobile web In-store visitMobile app
User ID, CD Login cookie
Login cookie Login cookie CRM ID
Login deviceID
Login cookie
Login cookieLogin cookie
User ID, CD
128. 02
Day 1 Day 2 Day 3
A customer’s journey
Email Email Desktop Desktop
Mobile Web In-store visitMobile App
User ID, CD Login cookie
Login cookie Login cookie CRM ID
Login deviceID
Login cookie
Login cookieLogin cookie
User ID, CD
132. 02
Metrics & dimensions
KPI’s
Business goals
Different needs
Customer journey
Different stages
Segments
Different people
Channels&devices
Differentexperiences
133. 02
Business goals
Different needs
Customer journey
Different stages
Segments
Different people
Channels&devices
Differentexperiences
Segment:
Journey:
Goal:
Channel/device:
Existing customer
Retention/growth
Easily find what they need
Mobile website
134. 02
Business goal:
Get visitors to content/features quickly and efficiently
Customer journey
Channels/devices
Websitefrommobiledevice
Segment
Existingcustomer Attract Engage Convert Retain/grow Advocate
Pageviews per visit Pages/Session, segment = mobile Google Analytics
Time on site Avg. Session Duration, segment = mobile Google Analytics
Bounce rate Bounce rate, segment = mobile Google Analytics
Site search usage Sessions with search, segment = mobile Google Analytics
Unsuccessful search rate % Search exits, segment = mobile Google Analytics
Feature completion (various) (Configured event/goal count/conversion rate) segment = mobile Google Analytics
Social activity (Tweets/Posts, negative sentiment (Social monitoring) via BigQuery, ML API
Inbound customer service call
(Call tracking click to call event)(Inbound calls/sessions)
segment = mobile
Google Analytics 360,
(Call tracking solution)
Content engagement score
(Custom calculated metric) applied to (key pages),
segment = mobile
Google Analytics 360, CMS via BigQuery
Content velocity
(Custom calculated metric) applied to (key pages),
segment = mobile
Google Analytics 360
KPIs Metric(s) required Data source
135. 02
Visit 1:
Visit 2:
Engagement Score / Visit =
Custom calculated metrics
Scroll 25% Scroll 3
50% Scroll 4
75% Scroll 5
100% Scroll 6
Click Page load / content interaction 1
Tool start 10
Tool complete 10
Login 10
Special offer signup 15
Branch search 5
Branch search exit
Download iOS / Android app download 2
PDF content download 1
Whitepaper download 1
Social Share 1
Post 2
Chat 1
Email 1
Comment 1
Video Video start
Video 25%
Video 50%
Video 75%
Video completion
Category Component Weight
2 + 15 2 2 15 20 56+ + + + =
On Page
Interaction
Scroll 50% On Page
Interaction
On Page
Interaction
Scroll 50% Video Start
Scroll 50%
On Page
Interaction Download
Event
On Page
Interaction
Scroll 100% Video Start Video Start 50%
15 + 2 20 2 25 20 99+ + + + =15+
56 99+
77.5=
2 Visits
141. 02
Don’t forget your integrations!
Enable a holistic view:
- Single ID across properties
- Connected to sales data (incl. offline)
- Analysis done with on/offline attributes
EDW
CRMSingle ID
WA
Activation
142. Analysis across the 360 degree view
Allows us to:
- Create segments from offline / additional data
-Analyse against offline / additional conversion events
-Leverage additional attributes across data activation platforms
02
162. 02
A path to attribution
Digital multi-touch attribution (MTA) solution
Algorithmic/data-driven approaches
Exploring additional models
Standard reporting
Implement tracking
Identify objectives
Conversions
integrations
campaigns
Typically “last click”
Econometric
(MMM/ESM)
Econometric/model
based (response curves,
channel contribution,
halo effects, etc.)
Tag, cookie, device-
graph based
Data driven
attribution
(DDA)
Workbench
Marketing channels,
campaign stacking
Multi-channel
funnels (MCF)
model explorer,
custom models
163. 02
Digital multi-touch attribution (MTA)
Cookie
level
Website
data
Digital
media plans
Data
partnerships
1st party
data
KPI(s) Customer
level
164. 02
Digital multi-touch attribution (MTA)
Measure the lift when a
channel is present on
the path to purchase
Your baseline level of
measurement is always a user
and their path to purchase
3.0%
2.8%
2.5%
166. 02
One solution, available in two tiers
Common cross device & data-driven methodology
Google Attribution 360
Full, enterprise-level cross-channel attribution
Custom dimensions & metrics for flexibility
Optimisation & TV modeling
Google Attribution
Self-service with simplified options & controls
Makes it easy to get started with cross-
channel, multi-channel attribution
167. 02
Foundations of Google’s attribution solutions
Insights & actionScience & analytics
Data collection &
management
Considers all tracked
touchpoints
Google device
graph
Integrations with
buying tools
TV
attribution
Predictive
optimisation
Reporting
& insights
Data exports
and API
Programmatic
connectors
171. DDA has already driven better performance for
thousands of advertisers
02
Data-driven attribution (DDA)
drives more conversions at the same
cost-per-conversion
Moving beyond last-click on Search
alone delivers 5% more conversions
on average, at a similar cost-per-
conversion.
175. 02
Attribution 360: timeline
A360 product phase Closed alpha Beta General availability
2018+2017
General availability
Through 1H 2018
176. 02
Prepare for Attribution & Attribution 360
Google Analytics
- Enable Advertising Reporting features
- Set up Goals and Ecommerce!
- Break down channel groupings
- Make sure integrations are in place
- Clean up your campaign (UTM) tagging
- Create separate, dedicated View (no User ID, do NOT strip URL params)
Google AdWords
- Ensure Auto-tagging is on
- Ensure AdWords is linked for cost data import
- Review naming conventions / consistency
- Link AdWords with Analytics Views
DoubleClick (DCM, DS)
- Ensure Auto-tagging is on
- Add display activity service OR ensure impression & click tracking is in place
- If using Floodlight to track conversions, ensure configured & clean
- Ensure accurate media cost is there for all campaigns
- Review naming conventions / consistency
- Link DoubleClick with Analytics Views
178. 02
A path to attribution
Digital multi-touch attribution (MTA) solution
Algorithmic/data-driven approaches
Exploring additional models
Standard reporting
Implement tracking
Identify objectives
Conversions
integrations
campaigns
Typically “last click”
Econometric
(MMM/ESM)
Econometric/model
based (response curves,
channel contribution,
halo effects, etc.)
Tag, cookie, device-
graph based
Data driven
attribution
(DDA)
Workbench
Marketing channels,
campaign stacking
Multi-channel
funnels (MCF)
model explorer,
custom models
179. 02
Econometric approaches - MMM
Annual contribution to sales ROI by media channel
Campaign direct and halo effects Media response curves
CY 2013 CY 2014
185. Head of Performance Agencies
Google AU/NZ
Martin Curtis
Agency of the Future
186.
187. Quick exercise
Your name
What you’re hoping to get out of today’s session
One fun fact that no one would know
Your role
Your company
188. “The next big step will be for the very
concept of the device to fade away.
Over time, the computer will be an
intelligent assistant helping you
through your day.
We will move from mobile first to an
AI first world.
- Sundar Pichai, CEO, Google
189. Google has a great track record of predicting the future
193. 01
CMO’s grappling with even more complexity outside
1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015
VCR
TV, radio, OOH,
newspaper,
magazine Cable AOL
The period of unbundling of
media agencies from
creative agencies
DBS satellite Yahoo
Google
DVR
Broadband
HD DVD &
Blu-Ray
Satellite radio
HDTV
Time-shifted viewing
Facebook
7th gen game console
Twitter
YouTube
Netflix streaming
Hulu+
Smart TV
Tablet
Instagram
Streaming radio
8th gen game console
Chromecast
Amazon Prime
instant video
Roku
Smartphone
Apple TV
VOD
Snapchat
197. But only 17% of agencies
and companies have moved
off last click attribution
01
198. Where we should
be as an industry
Where we are
Advanced attribution
strategies
Do you want to move
off last click?
Last click First click Linear
Time decayPosition-based
Data management
platform integrations
01
212. Day 1 of Adweek NYC
We know change is coming
02
- Is the agency of the future still an agency
- Leadership and the agency of the future
- Agency of the future, becoming the CMOs secret weapon
- Creativity to the power of consulting
- Advertising needs a rebrand
- Yes you should start that new agency you have always dreamed of
- Self-disrupt: Creating the next agency model
213. 02
The largest digital agency is now
Source: Ad Age Agency Report 2016
USRevenue
$0
$375,000,000
$750,000,000
$1,125,000,000
$1,500,000,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
215. What would
it look like?
If you were to start
your agency today,
from scratch
If you were to
develop your skill
sets, from scratch
What would
they look like?
02
226. 02
Google solutions
AdvancedBasic Intermediate
Auto Ad rotation
Auto bidding
Dynamic Search Ads
IF Function
Automated Feeds
Automated Reporting
Auto bidding/creative
Audience Integration
Automate cross channel
236. 02
Where do you start?
Retain the
best talent
Hire great
people
Develop your people;
creative thinking and
strategy skills
237. 02
What can you do?
Mission,
transparency, voice
Think broad & know
what you want
Focus on
continued learning
238. 02
Google Partners initiatives
ProductDiversity Strategy
Lead by WomenWill Masterclass
Specialist Challenge
Academy Bootcamp (in-person)
Academy for Ads (on-demand)
Business Coaching
Sales Masterclass
Partners Connect (co-pitch events)
239. 02
What the agency of the future looks like
Step 1 Step 2 Step 3 Step 4
Develop creative
thinking & strategy
expertise
Automate
everything
Build measurement,
data & feed
capabilities
Diversify capabilities
- video, display, feed
management,
programmatic
Step 5
Consult on
wicked business
problems