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Google Marketing
Platform -
Alles was Sie schon immer wissen wollten (und mehr)
12.10.2018
Seite 2
Über uns
stepke@e-dialog.at
Siegfried Stepke, M.A.
Principal Consultant, Owner & CEO
Lisa Weichselbaum, BA
Senior Programmatic Consultant
weichselbaum@e-dialog.at
Seite 3
Über e-dialog
● Gründung 2003
● 30 angestellte MitarbeiterInnen
● Märkte: D-A-CH
(plus Konzerntöchter)
● Branchen: Telco, Handel, B2B,
Publisher, Tourismus
Seite 4
Was wir können: Datadriven Advertising
Programmatic
Display Search
Social
Targeting
Digital
Analytics Attribution
Personalisierung
& Testing
D
atadriven
perD
N
A,nichtExcel.
Im
m
erschon.
Seite 5
AdTech landscape in a nutshell
Marketer Publisher
Seite 6
Fragmentierte Ökosysteme
Ad Serving
Search
Management
Display
Buying
Rich
Media
Tag
Management
On-Site
Analytics
Data
Warehouse
Seite 7
Alles aus einer Hand - die Google Marketing
Platform!
Display & Video 360
DSP
Campaign Manager
Ad Server
Analytics 360
Advanced Measurement
Search 360
Search Tag Manager 360
Advanced Measurement
Data Studio
Advanced Measurement
Optimize 360
Advanced Measurement
Studio
Creative
Seite 8
Data-Ownership sichern!
Meist zertifizierte Google-Agentur in AT
inkl.
D
ataow
nership
DV360 & Campaign
Manager:
everything you need for Programmatic success!
Seite 10
Demand Side Platform (DSP)
/dɪˈmɑːnd/ sʌɪd /platfɔːm/
noun
Technology that combines audience buying and smart bidding
to enable the automated buying of ad space at scale.
Seite 11
Was macht eine DSP?
Read
Find all of the available
advertising opportunities
(76+ exchanges & other
media opportunities)
Analyse:
Sort through inventory to find
the best fit for advertisers
(Matches the criteria set by the
trading desk)
Buy:
RTB or Pre-Agreed Deals
to secure the ad space
(For example a deal could be
programmatic guaranteed)
Seite 12
Display & Video 360 ermöglicht...
Access high value
inventory
Easily find and discover high-quality
inventory. Negotiate deals directly and
execute buys quickly and efficiently.
Reach your
audience
Access the best range of audience
data from across Google
platforms, your 1st party data &
3rd party segments
Drive performance
through automation
Use Google’s machine learning
technology to drive high
performance from your media buys
Seite 13
Bis zur Unendlichkeit & weiter: das Inventar
can access
smartb
Seite 14
DV360 Marketplace
Marketplace infuses a data driven approach
to find publishers that meet your criteria &
target audience
32% 68%
35-54
ABC1
Health
Auto
Forecasted Reach
The Guardian
www.guardian.co.uk Impressions
10M
Uniques
6M
Display
82%
Video
18%
Desktop
53%
Mobile
36%
Tablet
11%
Conn. TV
0%
Demo Link
Seite 15
Starke Formate
High Impact Display
TV
Display
Video
Native
Gmail ads
In-App Ads
Audio
Seite 16
Unterschiedliche Einkaufsarten mit DV360
Open Auction
zwischen
hunderten von
Advertisern
Private
Auctions
mit Mindest-
preis für
ausgewählte
Advertiser
Preferred
Deals
Fixer Preis,
exklusive Deals
Traditional
tag-based
klassisches
IO Geschäft
Exclusive & NegotiatedOpen & Liquid
Programmatic
Guaranteed
direkter,
programmatischer
Deal mit
Abnahmegarantie
Für den Mediaeinkauf gibt es unterschiedliche Möglichkeiten - eine Evaluierung hilft bei der Entscheidung!
Seite 17
Audiences einfach targeten
Use what you know about your customers to reach them with
the right message and exclude current customers to only reach
new customers.
DMP
audiences
Floodlight Tag
remarketing
3rd Party
audiences
Google
audiences
Campaign Based
Audiences
Seite 18
USP: Google Daten!
Ordered season
tickets this morning
Checks Seattle Seahawks
scores every week
Watches player
interviews each week
Catches up on football news
every few days
Looking for new
Seahawks gear
Seite 19
Affinity Segmente
Based on user's browsing
patterns and content digest
Interests
Lifestyle
Passion
Sports
Chose from 200+ signals
Example
segments
Business
Fashion Forward
Sports Fans
Shopaholics
Health & Fitness Buffs
Foodies
Auch
customized
möglich!
Seite 20
In-market Segmente
The active intent of users is updated in real time, based on behaviour across the Google owned properties.
VS
Auto Enthusiast
Downloading
pictures of
sports cars
Watching
videos about
fastest cars
Auto In-Market
Visiting auto
aggregators
Building car
on auto site
Comparing
safety features
on review site
+15%
Brand Consideration
-51%
CPA
In market for:
Automotive // Flights //
Car insurance // Mortgages
Leading auto insurance company Example Segments:
Seite 21
1st Party Audiences
Use what you know about your customers to reach them with
the right message and exclude current customers to only reach
new customers.
DMP
Audiences
Floodlight Tag
Remarketing
CRM
Audiences
Campaign Based
Audiences
Seite 22
Wie funktioniert Remarketing mit Floodlights?
User Ihre Seite
User wird
erfasst
Er verlässt
die Seite
Ihre Ads auf
Fremd- Seiten
User kehrt auf Ihre Website zurück (bis er kauft)
Seite 23
1st Party: Integration mit CRM & DMP
Seite 24
1st Party: CRM remarketing mit GA360
1 2 3 4
Google and CRM IDs
are captured at the
same
time online
CRM Data is stored
in the CRM system
CRM data is then
passed
to Google via a feature
called ‘Data Import’
CRM Data and
Google data is
matched and visible
within the Analytics
360 UI
Seite 25
1st Party: CRM remarketing mit GA360
Use 250+ metrics from Analytics 360 to target your first party audiences. Remarket to users with a wealth
of on-site data, delivering an engaging ad experience.
Page Category
Searched for
Time on site
Visited Item B
Added to basket
+300%
CTR
-50%
Bounce
Rate
Website
Seite 26
DV360 als DMP nutzen
Combined Audience Builder
Create custom combinations between your 1st party, Google
data and/or 3rd party lists that you’ll be able
to save and easily reuse across campaigns
Campaign Activity Audience Builder:
Easily reach users who engaged with advertising campaigns
by creating audience lists using dimensions that have never
been available for audience creation before
Audience Profile Analysis
Understand what your 1st party audience behavior
and/or interests are, based on all datasets available
Audience Frequency Cap
Easily control the frequency of exposure for a given
user, across campaigns, deal and inventory types
Seite 27
Contextual targeting - aber data-driven ;)
Time of Day
Day of week
Keywords
Browsers
Device Location
Connection
Target websites that are
contextually relevant
Serve engaging ads with
dynamic creative
Targeting Signals
Seite 28
Technology Targeting
Browsers
Android Webkit
Chrome
Firefox
Internet Explorer, versions 5–11
Microsoft Edge
Opera
Safari, versions 1–6
+ Others
Device Type
Mobile
Tablet
Desktop
Smart TV
Game Console
+ Others
Specific Device
e.g. Google Pixel
Operating System
(e.g. Windows 8 / iOS 10)
You can target a large majority of software and hardware in Display & Video 360 across:
Seite 29
Geography targeting
Target 1km within
store locations
➔ Target users near to a store
➔ Change creative elements to be
more relevant to the users location
➔ Deliver offers to those near a store
to encourage offline purchase
Proximity
Tailor ads by region or
geographic area
Regional
Use geolocation data with targeting to:
Oxford
Street
Seite 30
Real-Time Optimierung
Real Time Bidding Over 40 signals Precision at Scale Efficiency
Display & Video 360 sets a
bid for every auction based
on a user’s likelihood to take
the action of interest (click,
convert, install, view etc.)
Display & Video 360
considers over 40 signals
when determining the bid -
both individually and the
intersection of those signals!
Scale globally, across all
devices and millions of
publishers while achieving
your business goals
Drive more conversions for
your business at the same or
better ROI and save time on
manual optimization
Seite 31
Ok cool, aber wie funktioniert das eigentlich?
The Automated Bidding solutions of Display & Video 360 use over 40 signals to ensure the right bid is
being calculated for every impression! Here an overview of some of the signals considered.
Audience Content Creative Technology
User list ID
1P user list recency
Geo
Age
Gender
Time of day
Day of week
Website
App
Exchange
Environment
Creative type
Creative ID
Device type
Seite 32
Available Algorithms
Clicks
Conversions
Maximize Video
Quality
Viewable
Impressions
Optimize for clicks:
Website traffic (CPC)
Optimize for conversions:
Online sales (CPA)
App installs (CPI)
Optimize for video views:
Complete In View & Audible (CIVA)
Time on screen 10 sec (TOS 10)
Active View - CPM:
Viewable Cost Per Impression (AVCPM)
Seite 33
5 abgestimmte Module in DV360
Seite 34
Ad Serving
/Ad səːvɪŋ/
noun
The core of programmatic ad buying that both serves engaging creative
to the user, while recording data that can be measured and fed back into
marketing strategy.
Seite 35
Campaign Manager hilft uns...
Centralise
measurement
Measure and report on all media
in one centralised platform
Access advanced
tools
Advanced measurement,
data driven attribution and
reporting tools
Host & serve
creative
Host and serve multiple
engaging ad formats across
all channels
Seite 36
Kein doppeltes Lottchen: De-duplizierung!
Search Reservation
Media
Affiliates
(emails, calls etc.)
Video
Programmatic
Display
Social
De-duplification
Frequency Management
Media Optimisation
Path to Conversion
One platform to centralise, analyse, and act on a single
view of the customer
Seite 37
Advanced measurement
Viewability
How much of my ad was
seen did it have visibility
/ audibility
Unique Reach
Measure Unique Reach
holistically across
entire digital buy
Cross Device
Track and report on activity
across all devices
Audience & GPRs
Were my ads seen by my
target audience?
Monitor Fraud
Was my ad seen by a human
and not bot traffic?
Verification
Was my ad seen in the
right context
Seite 38
Viewability
What is our solution?
ActiveView
Measure the amount of ads viewable, as a percentage
of the total ads
ActiveView+
13 supplementary metrics to assess audibility and visibility
(e.g ime on Screen, Audio & Video on at completion)
What is classed as viewable?
(IAB 2017)
Display
50% of ad in view for at least 1 second
Video
50% of ad in view for at least 2 seconds
Seite 39
Unique Reach Reporting
Standard Cookie Measurement
(measure cookie reach)
VS
Unique Reach Measurement
(measure people reach)
Total Reach: 4 Views Total Unique Reach: 2 Views
Mobile
A
Tablet
A
Desktop
A
Mobile
B
Free Integrated
Solution
Cross Device
Google Map
Measure across
all inventory
Messen Sie
echte User,keine Cookies!
Seite 40
Warum funktioniert das so verdammt gut?
7
Platforms
1bn
Users on each
Our deterministic cross-device solution anonymously
observes conversions from signed-in users across
Google properties
Measure a single user view across multiple
devices, track the full customer journey
Seite 41
Creative Formats
Display Dynamic
Display
Expandable
Display
Lightbox
Interactive
Video
Forced
New Video
Trueview YouTube
Bumper
Mobile
Display
In App
Ads
High Impact
Display
Masthead
Vertical Video
Skins
Mobile App
Skip
ad
Skippable Video
Creative Solutions:
custom creatives for custom targeting!
Seite 43
Creative Solutions
/kriːˈeɪtɪv səˈluːʃ(ə)ns/
noun
A complete solution to build and manage engaging
digital ads, from custom video to dynamic creative
Seite 44
Unterschiedlichste Formate können erstellt
werden
Formats Include:
Backdrop (roadmap)
Mobile App Install
Dynamic with GMC
Mobile Interstitial
Native (beta)
Ready & Custom Lightbox (beta)
Display creative
Display Image Gallery
Custom Display & Interstitial
Interactive banner
Skin / Homepage
Floating banner*
Push down*
Dynamic
Multi-floating interstitial*
Billboard
Seite 45
Wie funktioniert das Ganze?
Acquire assets via:
Creative Files
Google Web Designer
HTML 5
Studio:
Collate & label creative
Upload, feed and set
creative strategy
QA
Campaign Manager:
Targeting & rules
Ad serving & reporting
Add tracking elements
Desktop. Mobile Web
& App Placements
Seite 46
Studio hilft uns....
Host an
Asset Library
Hosting of creative assets
in one place
Develop
Dynamic Creative
Complete control & flexibility
over dynamic creative
Quality
Control
QA and debugging completed
post creative build
Seite 47
Dynamic Creatives
Audience
Football Enthusiast
Current Customer
House Buyer
Media
Financial Content
News Sites
Property Searches
Environment
Mobile / Desktop
Weather
Location
Seite 48
Ein paar Beispiele
http://data.e-dialog.at/banner/
Analytics360:
Das Herzstück!
Seite 50
Analytics Platform
/anəˈlɪtɪks platfɔːm/
noun
Measure website, app, digital and offline data to gain customer
and marketing insights
Seite 51
Wie funktioniert Analytics 360?
User visits a
site or app
Analytics 360 code fires, first party
Analytics 360 cookies are read / written
to the browser and a hit is sent to the
Google servers
Data can be exported for
reporting and dashboards
Raw hit level data
sent to cloud
Further analysis in
BigQuery
Data is processed and
aggregated and shown in
the Analytics 360
interface
Seite 52
Analytics 360 hilft uns...
Aggregate Data
Sources
Integrating data from your
website, media sources, CRM
systems and offline data in
one easy to use interface.
Analyze Data
at Scale
Better evaluate performance
of content, products and
campaigns with 4 hour data
freshness.
Take Action from
Insight
Execute faster, make smarter
decisions and optimize
content across all channels.
Seite 53
Analytics 360 oder die Standardversion?
Main users
Data processing
Google integrations
Enterprise features
Support and service
Mid-market / SMB clients Enterprise
- Subject to data sampling
- 24-48 hour fresh
- 5,000 row export (for download)
- Unsampled data
- 4 hours fresh (max)
- 3 million row export and BigQuery
Google Ads, Google partner
inventory, Tag Manager, Data
Studio, Optimize
Everything available in the free product
Plus Display & Video 360, Google ad
manager, Search Ads 360, Google Cloud
N/A
Data driven attribution, roll-up reporting,
custom funnels, custom tables
Self-serve (free product)
Dedicated AM and technical help-desk
support with SLA
Free 360
Seite 54
Integrierte Daten für bessere Insights
Insights:
+ 200 reports including:
Audience Reports
Advertising Reports
Acquisition Reports
Behavior Reports
Conversion Reports
Cross-device reports
Funnel analysis
Real-Time Reporting
App Website
Email
CRM
Social
Google Marketing Platform
& Google Ads integration
Seite 55
Über Analytics 360 hinaus...
Cloud & Big Query
Pull in first party data sets,
and join them with raw, e.g.
for Lifetime Value
calculations.
Export the results to any
variety of visualization
software products, including
Data Studio
Ads Data Hub
Match online and offline
activities
Perform predictive analysis
Measure offline metrics like
foot traffic and pair it with
online marketing
Salesforce Sales Cloud
Import pipeline data from
Salesforce Sales Cloud (e.g.
leads, opportunities)
Understand customers’ offline
activities, and matching them
to GA 360 data for bid
optimization and to create
new audiences
Salesforce Marketing
Cloud
Campaign data available for
reporting including email, ad,
site and offline data
Audiences available for
activation via direct
marketing channels, including
email and SMS
Seite 56
360° Betrachtung des Konsumenten
Demographics
Affinity Group
Interests
Added item to cart
Returned multiple times
Purchased in the past
KnownData
ObservedBehaviour
Seite 57
Starke Insights durch Machine Learning
“I want to know which
audiences are most
likely to purchase”
Voice command in Analytics 360 Smart Lists
Smart Lists in Analytics 360 identifies customers with
the greatest propensity to meet a defined goal.
Seite 58
Collaboration? Kein Problem
Dashboards make it easy to share data across your business
Share segments across
different users
Typical user profiles:
➔ Analysts
➔ Marketeers
➔ Optimisation consultants
➔ Web developers
➔ App developers
➔ Agencies
➔ Call centre agents
➔ CEO
➔ CMO
➔ CTO
Tesla FahrerInnen
Seite 60
Bsp: Audience Tesla-Fahrer
Seite 61
Bsp Google Marketing Plattform
Share to all!
Aus Analytics können komplexe (session-übergreifende) Segmente (mit
Abfolgen) in alle Kanäle als Audience gepusht werden:
Seite 62
Targeting auf Zielgruppen
Die Seite anhand des Userverhaltens anpassen,
zum Beispiel:
● hat schon einmal gekauft, aber nicht in den
letzten 2 Monaten (Session-übergreifend)
● hat ein bestimmtes Produkt gekauft
● Warenkorbabbrecher (Add to Cart Event
aber keine Transaktion)
● hat im letzten Jahr mind. 500 € Umsatz gebracht (Lifetime Sicht)
Seite 63
z.B. Angefragt aber nicht gebucht
Angebotsanfrage
Transaktion
Seite 64
zB: e-dialog Blog vs Bewerber
Seite 65
Audience Management: Setup & Pflege
● Analyse von 1st & 3rd Party Segmenten,
Definition, Test-Case, Einsatz und
Überprüfung/Dokumentation
● Kombination-Konzepte
○ 1st / 3rd Party
○ Frequency Cap
○ Similar Audiences
○ Custom Audiences
● Anreicherung um offline-Daten
Party
Data
Party
Data
Seite 66
Einführung & Nutzung von Audience
Management
● Aufbau, Pflege und Wartung
● Konzepte zur kanalübergreifenden Nutzung (Display,
Video, Social, Search,..)
● kontinuierliche Schleife u.a. im Zuge des
Kampagnen-Assessments
Party
Data
Potenziale
nutzen!!
Seite 67
Kampagnen Heute & Morgen
Wettbewerbsvorteil!
Data Studio:
Daten besser visualisieren!
Seite 69
Data Studio hilft uns...
Quick Dashboards
Creating beautiful dashboards
has never been this fast – reduce
time spent on reporting instant
visualizations.
Data Sources
Using pre-built connectors,
Data Studio natively integrates
with outside partners directly
to underlying datasets
Easily Shareable
Share with teams and
customers. Powerful sharing
setting with full control on
editing and distribution.
Seite 70
Wie funktioniert es?
Connect
To all your data
Visualise
Enterprise reports
Share
Across organization
Seite 71
Erstelle individuelle + interaktive Reportings
It allows collaboration across
teams and makes it easy to share
reports for those who need them
across the business organisation.
Data Studio funnels information
from various sources into visually
compelling and interactive reports
that update in real-time.
Funnels Information Collaboration
Seite 72
Schnelle Insights + schnelle Zusammenarbeit
Person A Person B
Seite 73
Teilen leicht gemacht
With Data Studio you can grant sharing
access to specific people, teams or your
whole organisation – you have total control
over who views your information.
You can even control sharing to just the
report or choose to allow access to the
underlying data source too.
Seite 74
Keine kreative Grenzen mit Data Studio
Bespoke designs & branding Data visualization
Tag Manager:
Tag Management
Seite 76
Was ist der Tag Manager 360?
Marketers want tag management
that’s simple, reliable, and integrates
easily with existing systems.
That’s what Tag Manager 360 delivers.
Seite 77
Tag Manager 360 hilft uns...
Enterprise
Assurances
Contract & SLAs outlining:
99.99% container serving
and 99% front-end uptime.
Flat Pricing
Customers can buy
Tag Manager 360 for a flat
fee based on tiering system.
Platform
Integration
Container request metrics
visible in Google Marketing
Platform.
Seite 78
Tags einfach anpassen
Rule-based triggers, easy-to-use tag
templates, and auto-event
functionality help manage tags with as
little code as possible.
Create or update
your tags
Deploy your tags with
speed and ease
Eliminate the need for
code changes
/
Seite 79
Third Party tags
Tag Manager supports all tags and has
easy-to-use templates for a wide range of Google
and third-party tags, both web and mobile apps.
Optimize 360:
Onsite Personalisierung
Seite 81
Optimize 360 hilft uns...
Ease of Use
Simple setup and a visual editor
makes it easy to run experiments
with no coding required.
Advanced
Experiments
Import goals from Analytics 360
as experiment objectives for
audiences created using Analytics 360.
Media
integration
Target traffic from particular
Google Ads campaigns,
ad groups, or keywords
for your experiment.
Seite 82
Einfach zu bedienen
Quick setup
Your Analytics 360 data and a single
line of code on a website is all you
need to begin experimenting.
No coding required
Build new experiments using
a visual editor.
Seite 83
Optimize Experiment in 60 Sekunden
Seite 84
Kluge Tests mit wenig Aufwand
Experiment objectives = business objectives
Set your experiment to test against the same
objectives that your business already uses
e.g. Analytics 360 goals.
Easy-to-use visual editor that saves time
Intuitive, visual workflow is easy for anyone to use
for simple text, image, or style modifications, while
advanced HTML and Javascript code changes allow
for deep customization.
Seite 85
Optimize 360 oder die Standardversion?
Free 360
Testing capabilities
Simultaneous
experiments
Experiment targeting
Experiment objectives
and reporting
Product SLAs and
support
AB, multivariate and redirect
testing options
AB, multivariate and redirect testing
options
Limited to 5 More than 5
Advanced targeting techniques (incl
geo, URL, AdWords traffic, Javascript
and others)
Advanced targeting, including Google
Analytics Audiences
Limited to pre-selected
objectives
Ability to select objectives for reporting after
experiment begins
Help center and forum-based
support
Product SLAs, dedicated account
management and technical support
Free 360
Search Ads 360:
Search Management
Seite 87
Search Engine
Management Platform(SEM)
/səːtʃ ˈɛndʒɪn ˈmanɪdʒm(ə)nt ˈplatfɔːm/
noun
Manage, automate and optimise your search engine marketing
campaigns in real-time and at scale
Seite 88
Search Ads 360 hilft uns...
Automate Campaign
Management
Set up, optimise, manage, and tweak
and edit your search campaigns across
all of your search engines
in one place, and at scale.
Use Advanced
Optimisation Tools
Automate bidding, budget management,
structural changes, event triggered
changes and more in a single platform.
Access Reporting
& Insight at Speed
Get access to search data and site
conversion data in near real time,
and report on performance at
scale or in granular detail.
Seite 89
Automatisierung ausbauen
Automate regular tasks – from keyword
creation and ad copy changes to inventory
management, across all markets, languages
and search engines.
Manage across Google Ads, Bing Ads, Yahoo!
Japan and Baidu, with reporting across
additional engines and social channels.
Our adaptive learning features, powered
by machine learning, are always on and
working for you 24/7.
Seite 90
Effizient über mehrere Plattformen arbeiten
GEMINI
Track, Report, Measure, Attribute - Search
Track, Report, Measure, Attribute - Social
Seite 91
Inventory Management mit SA360
Use data from an inventory feed to generate campaigns, ad groups, text ads, keywords, and Google Ads sitelinks.
As you update inventory data, Search Ads 360 automatically updates the generated campaigns.
Google Bear
Example Scenarios:
Create specific keywords
for each and every product
you sell
Generate ads with
the latest price
Pause activity when stock
levels drop too low
Seite 92
Adaptive Kampagnen
Adaptive Shopping
Automatically create smaller
product groups to help achieve
better results
Adaptive Geo
Automatically optimize your
location targets based on your
campaign goals
Adaptive RLSA
Automatically add all the available
lists (RLSA, Similar Audiences,
Customer Match, etc)
Seite 93
Custom campaign management: Business Daten!
Your Data Input your business data including promotions schedule, product prices and more
Automation Save time with features such as rules, formula columns and filters
Results Achieve better ROI with optimal bids that take into account your business data
Attached data is useful in rolled-up reports and automation
Seite 94
Smart Bidding mit Search Ads 360
Leverage machine learning capabilities to rapidly
analyze millions of signals and variables and
proactively adjust bids.
Monitor the performance of keywords and
product groups
Adjust bids to achieve the highest number of
conversions, the greatest amount of revenue, the
best position, or highest number of clicks your
campaign budgets allow.
Seite 95
Wie funktioniert Smart Bidding?
Identifies the similarities between all keywords and product groups based on features
of the entity (landing page, keyword semantic, creative, account organization, labels, etc)
Allows the long tail of keywords and product groups (where data is sparse) to learn
from the performance of the head terms
Makes it easier to detect and use time-based signal information like external signals
(sales calendars, weather, stock market) and cyclical patterns (weekly, seasonal, holidays)
1
2
3
Seite 96
Optimieren Sie Ihre Business Goals!
Performance
Visibility & Brand
Budget
And automate the bid
management of your Mobile, Geo
and RLSA modifiers.
Optimize bids, budget caps and bid adjustments
toward your budget goals
Combine a CPA goal with a monthly budget to deliver the
highest volume or best CPA based on your budget.
Takes into account day of week and seasonality.
Optimize bids towards a desired auction position
or visibility based goal.
Optimize towards auction position, and in the near future
impression share and viewability goals rather than purely an
average position in the search engine results page
Optimize bids towards predetermined goals such
as ROI, ERS, Revenue.
Set the Smart Bidding to either optimise to the most
conversions within a budget, or a CPA/ROI.
Seite 97
Real-time Daten für real-time Resultate!
The freshest data in the market
(no 24hr delay)
Reliability of Google's architecture
Take advantage of market
opportunities
Real-time bid decisions throughout
the day
Test in real-time for quick results
Deliver search insights/signals
to DBM in real-time
Seite 98
Frische Daten im Augenblick der Entscheidung
Bid
adjustment
Max CPC +
20%
Device Bid
adjustment
Mobile Multiplier
+ 30%
Remarketing Bid
adjustment Cart
abandon Multiplier
+150%
GEO Bid adjustment
London Multiplier -
10%
to enable the AI to make bidding
decisions for keywords, Devices,
GEOs and audiences (RLSA), during
a day to ensure you capitalise
on any spikes in interest, or
opportunistic behaviours.
Use Search Ads 360 Smart
bidding and fresh data...
Seite 99
Datengetriebene Attribution inklusive
No More
Picking Models
Users can build a data-driven attribution
model from the advertiser’s paid search &
display click data, calculating a more
accurate CPA / ROAS for Upper Funnel
Campaigns
Personalized
Integration
Target CPA can automatically
adjust bids based on your new
model. You can also view outputs
manually within your existing
Search Ads 360 reports
“Flip the Switch”
Setup
No need for new tags, create DDA
Models in Search Ads 360
utilizing existing Search Ads 360
labels
100
Das Ziel & der Weg
Paradise
© Seyed Mostafa Zamani - cc by
2.0
Seite 101
Das Ziel:
Jeden User individuell ansprechen!
● Richtige Botschaft
● zum richtigen Zeitpunkt
● im richtigen Kanal
● zum richtigen Preis
Seite 102
Da wär so ein User ,-)
Seite 103
Seite 104
Jetzt starten!
Wie profitiere ich am schnellsten und was muss ich tun,
um zu starten?
Seite 105
Level 6:
lfd Optimierung
Level 5:
Nutzung
Level 4:
Go-Live
Level 3:
Implementierung
Level 2:
Strategie
Level 1:
Analyse
Implementation
Guide
Rollout
Lösungsempfehl
ung auf Basis der
Analyse
Erstellung einer
angepassten
Strategie
Analyse
Anforderungen
Business
Requirements
Weiterent-
wicklung
Learnings
Analyse Implementierung Optimierung
Wie gehen wir vor?
Onboarding
Training
Laufende
Abstimmung,
Reporting und
Insights
Seite 106
ChangeWillen Konzept
Dazu brauchts...
Seite 107
Sprechen Sie mit uns.
Know-howTools
Erfahrung
Seite 108
• (Digital) Marketing Kompetenz
• Spezialisierung in Programmatic
• (echtes) Daten- und Digital Analytics Know-how
• Erfahrung
Achtung: Momentan ist grad schon wieder jeder Experte
in eh allem…
Welche Skills braucht’s
Bei Verzweiflung oder
Überlastung:
stepke@e-dialog.at oder
0699/10235000 ,-)
Fragen?
Antworten!
www.e-dialog.at
+43-1-309 09 09

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Lisa Weichselbaum & Siegfried Stepke (e-dialog) Die Google Marketing Platform - alles was Sie wissen wollen - ProgrammatiCon 2018

  • 1. Google Marketing Platform - Alles was Sie schon immer wissen wollten (und mehr) 12.10.2018
  • 2. Seite 2 Über uns stepke@e-dialog.at Siegfried Stepke, M.A. Principal Consultant, Owner & CEO Lisa Weichselbaum, BA Senior Programmatic Consultant weichselbaum@e-dialog.at
  • 3. Seite 3 Über e-dialog ● Gründung 2003 ● 30 angestellte MitarbeiterInnen ● Märkte: D-A-CH (plus Konzerntöchter) ● Branchen: Telco, Handel, B2B, Publisher, Tourismus
  • 4. Seite 4 Was wir können: Datadriven Advertising Programmatic Display Search Social Targeting Digital Analytics Attribution Personalisierung & Testing D atadriven perD N A,nichtExcel. Im m erschon.
  • 5. Seite 5 AdTech landscape in a nutshell Marketer Publisher
  • 6. Seite 6 Fragmentierte Ökosysteme Ad Serving Search Management Display Buying Rich Media Tag Management On-Site Analytics Data Warehouse
  • 7. Seite 7 Alles aus einer Hand - die Google Marketing Platform! Display & Video 360 DSP Campaign Manager Ad Server Analytics 360 Advanced Measurement Search 360 Search Tag Manager 360 Advanced Measurement Data Studio Advanced Measurement Optimize 360 Advanced Measurement Studio Creative
  • 8. Seite 8 Data-Ownership sichern! Meist zertifizierte Google-Agentur in AT inkl. D ataow nership
  • 9. DV360 & Campaign Manager: everything you need for Programmatic success!
  • 10. Seite 10 Demand Side Platform (DSP) /dɪˈmɑːnd/ sʌɪd /platfɔːm/ noun Technology that combines audience buying and smart bidding to enable the automated buying of ad space at scale.
  • 11. Seite 11 Was macht eine DSP? Read Find all of the available advertising opportunities (76+ exchanges & other media opportunities) Analyse: Sort through inventory to find the best fit for advertisers (Matches the criteria set by the trading desk) Buy: RTB or Pre-Agreed Deals to secure the ad space (For example a deal could be programmatic guaranteed)
  • 12. Seite 12 Display & Video 360 ermöglicht... Access high value inventory Easily find and discover high-quality inventory. Negotiate deals directly and execute buys quickly and efficiently. Reach your audience Access the best range of audience data from across Google platforms, your 1st party data & 3rd party segments Drive performance through automation Use Google’s machine learning technology to drive high performance from your media buys
  • 13. Seite 13 Bis zur Unendlichkeit & weiter: das Inventar can access smartb
  • 14. Seite 14 DV360 Marketplace Marketplace infuses a data driven approach to find publishers that meet your criteria & target audience 32% 68% 35-54 ABC1 Health Auto Forecasted Reach The Guardian www.guardian.co.uk Impressions 10M Uniques 6M Display 82% Video 18% Desktop 53% Mobile 36% Tablet 11% Conn. TV 0% Demo Link
  • 15. Seite 15 Starke Formate High Impact Display TV Display Video Native Gmail ads In-App Ads Audio
  • 16. Seite 16 Unterschiedliche Einkaufsarten mit DV360 Open Auction zwischen hunderten von Advertisern Private Auctions mit Mindest- preis für ausgewählte Advertiser Preferred Deals Fixer Preis, exklusive Deals Traditional tag-based klassisches IO Geschäft Exclusive & NegotiatedOpen & Liquid Programmatic Guaranteed direkter, programmatischer Deal mit Abnahmegarantie Für den Mediaeinkauf gibt es unterschiedliche Möglichkeiten - eine Evaluierung hilft bei der Entscheidung!
  • 17. Seite 17 Audiences einfach targeten Use what you know about your customers to reach them with the right message and exclude current customers to only reach new customers. DMP audiences Floodlight Tag remarketing 3rd Party audiences Google audiences Campaign Based Audiences
  • 18. Seite 18 USP: Google Daten! Ordered season tickets this morning Checks Seattle Seahawks scores every week Watches player interviews each week Catches up on football news every few days Looking for new Seahawks gear
  • 19. Seite 19 Affinity Segmente Based on user's browsing patterns and content digest Interests Lifestyle Passion Sports Chose from 200+ signals Example segments Business Fashion Forward Sports Fans Shopaholics Health & Fitness Buffs Foodies Auch customized möglich!
  • 20. Seite 20 In-market Segmente The active intent of users is updated in real time, based on behaviour across the Google owned properties. VS Auto Enthusiast Downloading pictures of sports cars Watching videos about fastest cars Auto In-Market Visiting auto aggregators Building car on auto site Comparing safety features on review site +15% Brand Consideration -51% CPA In market for: Automotive // Flights // Car insurance // Mortgages Leading auto insurance company Example Segments:
  • 21. Seite 21 1st Party Audiences Use what you know about your customers to reach them with the right message and exclude current customers to only reach new customers. DMP Audiences Floodlight Tag Remarketing CRM Audiences Campaign Based Audiences
  • 22. Seite 22 Wie funktioniert Remarketing mit Floodlights? User Ihre Seite User wird erfasst Er verlässt die Seite Ihre Ads auf Fremd- Seiten User kehrt auf Ihre Website zurück (bis er kauft)
  • 23. Seite 23 1st Party: Integration mit CRM & DMP
  • 24. Seite 24 1st Party: CRM remarketing mit GA360 1 2 3 4 Google and CRM IDs are captured at the same time online CRM Data is stored in the CRM system CRM data is then passed to Google via a feature called ‘Data Import’ CRM Data and Google data is matched and visible within the Analytics 360 UI
  • 25. Seite 25 1st Party: CRM remarketing mit GA360 Use 250+ metrics from Analytics 360 to target your first party audiences. Remarket to users with a wealth of on-site data, delivering an engaging ad experience. Page Category Searched for Time on site Visited Item B Added to basket +300% CTR -50% Bounce Rate Website
  • 26. Seite 26 DV360 als DMP nutzen Combined Audience Builder Create custom combinations between your 1st party, Google data and/or 3rd party lists that you’ll be able to save and easily reuse across campaigns Campaign Activity Audience Builder: Easily reach users who engaged with advertising campaigns by creating audience lists using dimensions that have never been available for audience creation before Audience Profile Analysis Understand what your 1st party audience behavior and/or interests are, based on all datasets available Audience Frequency Cap Easily control the frequency of exposure for a given user, across campaigns, deal and inventory types
  • 27. Seite 27 Contextual targeting - aber data-driven ;) Time of Day Day of week Keywords Browsers Device Location Connection Target websites that are contextually relevant Serve engaging ads with dynamic creative Targeting Signals
  • 28. Seite 28 Technology Targeting Browsers Android Webkit Chrome Firefox Internet Explorer, versions 5–11 Microsoft Edge Opera Safari, versions 1–6 + Others Device Type Mobile Tablet Desktop Smart TV Game Console + Others Specific Device e.g. Google Pixel Operating System (e.g. Windows 8 / iOS 10) You can target a large majority of software and hardware in Display & Video 360 across:
  • 29. Seite 29 Geography targeting Target 1km within store locations ➔ Target users near to a store ➔ Change creative elements to be more relevant to the users location ➔ Deliver offers to those near a store to encourage offline purchase Proximity Tailor ads by region or geographic area Regional Use geolocation data with targeting to: Oxford Street
  • 30. Seite 30 Real-Time Optimierung Real Time Bidding Over 40 signals Precision at Scale Efficiency Display & Video 360 sets a bid for every auction based on a user’s likelihood to take the action of interest (click, convert, install, view etc.) Display & Video 360 considers over 40 signals when determining the bid - both individually and the intersection of those signals! Scale globally, across all devices and millions of publishers while achieving your business goals Drive more conversions for your business at the same or better ROI and save time on manual optimization
  • 31. Seite 31 Ok cool, aber wie funktioniert das eigentlich? The Automated Bidding solutions of Display & Video 360 use over 40 signals to ensure the right bid is being calculated for every impression! Here an overview of some of the signals considered. Audience Content Creative Technology User list ID 1P user list recency Geo Age Gender Time of day Day of week Website App Exchange Environment Creative type Creative ID Device type
  • 32. Seite 32 Available Algorithms Clicks Conversions Maximize Video Quality Viewable Impressions Optimize for clicks: Website traffic (CPC) Optimize for conversions: Online sales (CPA) App installs (CPI) Optimize for video views: Complete In View & Audible (CIVA) Time on screen 10 sec (TOS 10) Active View - CPM: Viewable Cost Per Impression (AVCPM)
  • 33. Seite 33 5 abgestimmte Module in DV360
  • 34. Seite 34 Ad Serving /Ad səːvɪŋ/ noun The core of programmatic ad buying that both serves engaging creative to the user, while recording data that can be measured and fed back into marketing strategy.
  • 35. Seite 35 Campaign Manager hilft uns... Centralise measurement Measure and report on all media in one centralised platform Access advanced tools Advanced measurement, data driven attribution and reporting tools Host & serve creative Host and serve multiple engaging ad formats across all channels
  • 36. Seite 36 Kein doppeltes Lottchen: De-duplizierung! Search Reservation Media Affiliates (emails, calls etc.) Video Programmatic Display Social De-duplification Frequency Management Media Optimisation Path to Conversion One platform to centralise, analyse, and act on a single view of the customer
  • 37. Seite 37 Advanced measurement Viewability How much of my ad was seen did it have visibility / audibility Unique Reach Measure Unique Reach holistically across entire digital buy Cross Device Track and report on activity across all devices Audience & GPRs Were my ads seen by my target audience? Monitor Fraud Was my ad seen by a human and not bot traffic? Verification Was my ad seen in the right context
  • 38. Seite 38 Viewability What is our solution? ActiveView Measure the amount of ads viewable, as a percentage of the total ads ActiveView+ 13 supplementary metrics to assess audibility and visibility (e.g ime on Screen, Audio & Video on at completion) What is classed as viewable? (IAB 2017) Display 50% of ad in view for at least 1 second Video 50% of ad in view for at least 2 seconds
  • 39. Seite 39 Unique Reach Reporting Standard Cookie Measurement (measure cookie reach) VS Unique Reach Measurement (measure people reach) Total Reach: 4 Views Total Unique Reach: 2 Views Mobile A Tablet A Desktop A Mobile B Free Integrated Solution Cross Device Google Map Measure across all inventory Messen Sie echte User,keine Cookies!
  • 40. Seite 40 Warum funktioniert das so verdammt gut? 7 Platforms 1bn Users on each Our deterministic cross-device solution anonymously observes conversions from signed-in users across Google properties Measure a single user view across multiple devices, track the full customer journey
  • 41. Seite 41 Creative Formats Display Dynamic Display Expandable Display Lightbox Interactive Video Forced New Video Trueview YouTube Bumper Mobile Display In App Ads High Impact Display Masthead Vertical Video Skins Mobile App Skip ad Skippable Video
  • 42. Creative Solutions: custom creatives for custom targeting!
  • 43. Seite 43 Creative Solutions /kriːˈeɪtɪv səˈluːʃ(ə)ns/ noun A complete solution to build and manage engaging digital ads, from custom video to dynamic creative
  • 44. Seite 44 Unterschiedlichste Formate können erstellt werden Formats Include: Backdrop (roadmap) Mobile App Install Dynamic with GMC Mobile Interstitial Native (beta) Ready & Custom Lightbox (beta) Display creative Display Image Gallery Custom Display & Interstitial Interactive banner Skin / Homepage Floating banner* Push down* Dynamic Multi-floating interstitial* Billboard
  • 45. Seite 45 Wie funktioniert das Ganze? Acquire assets via: Creative Files Google Web Designer HTML 5 Studio: Collate & label creative Upload, feed and set creative strategy QA Campaign Manager: Targeting & rules Ad serving & reporting Add tracking elements Desktop. Mobile Web & App Placements
  • 46. Seite 46 Studio hilft uns.... Host an Asset Library Hosting of creative assets in one place Develop Dynamic Creative Complete control & flexibility over dynamic creative Quality Control QA and debugging completed post creative build
  • 47. Seite 47 Dynamic Creatives Audience Football Enthusiast Current Customer House Buyer Media Financial Content News Sites Property Searches Environment Mobile / Desktop Weather Location
  • 48. Seite 48 Ein paar Beispiele http://data.e-dialog.at/banner/
  • 50. Seite 50 Analytics Platform /anəˈlɪtɪks platfɔːm/ noun Measure website, app, digital and offline data to gain customer and marketing insights
  • 51. Seite 51 Wie funktioniert Analytics 360? User visits a site or app Analytics 360 code fires, first party Analytics 360 cookies are read / written to the browser and a hit is sent to the Google servers Data can be exported for reporting and dashboards Raw hit level data sent to cloud Further analysis in BigQuery Data is processed and aggregated and shown in the Analytics 360 interface
  • 52. Seite 52 Analytics 360 hilft uns... Aggregate Data Sources Integrating data from your website, media sources, CRM systems and offline data in one easy to use interface. Analyze Data at Scale Better evaluate performance of content, products and campaigns with 4 hour data freshness. Take Action from Insight Execute faster, make smarter decisions and optimize content across all channels.
  • 53. Seite 53 Analytics 360 oder die Standardversion? Main users Data processing Google integrations Enterprise features Support and service Mid-market / SMB clients Enterprise - Subject to data sampling - 24-48 hour fresh - 5,000 row export (for download) - Unsampled data - 4 hours fresh (max) - 3 million row export and BigQuery Google Ads, Google partner inventory, Tag Manager, Data Studio, Optimize Everything available in the free product Plus Display & Video 360, Google ad manager, Search Ads 360, Google Cloud N/A Data driven attribution, roll-up reporting, custom funnels, custom tables Self-serve (free product) Dedicated AM and technical help-desk support with SLA Free 360
  • 54. Seite 54 Integrierte Daten für bessere Insights Insights: + 200 reports including: Audience Reports Advertising Reports Acquisition Reports Behavior Reports Conversion Reports Cross-device reports Funnel analysis Real-Time Reporting App Website Email CRM Social Google Marketing Platform & Google Ads integration
  • 55. Seite 55 Über Analytics 360 hinaus... Cloud & Big Query Pull in first party data sets, and join them with raw, e.g. for Lifetime Value calculations. Export the results to any variety of visualization software products, including Data Studio Ads Data Hub Match online and offline activities Perform predictive analysis Measure offline metrics like foot traffic and pair it with online marketing Salesforce Sales Cloud Import pipeline data from Salesforce Sales Cloud (e.g. leads, opportunities) Understand customers’ offline activities, and matching them to GA 360 data for bid optimization and to create new audiences Salesforce Marketing Cloud Campaign data available for reporting including email, ad, site and offline data Audiences available for activation via direct marketing channels, including email and SMS
  • 56. Seite 56 360° Betrachtung des Konsumenten Demographics Affinity Group Interests Added item to cart Returned multiple times Purchased in the past KnownData ObservedBehaviour
  • 57. Seite 57 Starke Insights durch Machine Learning “I want to know which audiences are most likely to purchase” Voice command in Analytics 360 Smart Lists Smart Lists in Analytics 360 identifies customers with the greatest propensity to meet a defined goal.
  • 58. Seite 58 Collaboration? Kein Problem Dashboards make it easy to share data across your business Share segments across different users Typical user profiles: ➔ Analysts ➔ Marketeers ➔ Optimisation consultants ➔ Web developers ➔ App developers ➔ Agencies ➔ Call centre agents ➔ CEO ➔ CMO ➔ CTO
  • 60. Seite 60 Bsp: Audience Tesla-Fahrer
  • 61. Seite 61 Bsp Google Marketing Plattform Share to all! Aus Analytics können komplexe (session-übergreifende) Segmente (mit Abfolgen) in alle Kanäle als Audience gepusht werden:
  • 62. Seite 62 Targeting auf Zielgruppen Die Seite anhand des Userverhaltens anpassen, zum Beispiel: ● hat schon einmal gekauft, aber nicht in den letzten 2 Monaten (Session-übergreifend) ● hat ein bestimmtes Produkt gekauft ● Warenkorbabbrecher (Add to Cart Event aber keine Transaktion) ● hat im letzten Jahr mind. 500 € Umsatz gebracht (Lifetime Sicht)
  • 63. Seite 63 z.B. Angefragt aber nicht gebucht Angebotsanfrage Transaktion
  • 64. Seite 64 zB: e-dialog Blog vs Bewerber
  • 65. Seite 65 Audience Management: Setup & Pflege ● Analyse von 1st & 3rd Party Segmenten, Definition, Test-Case, Einsatz und Überprüfung/Dokumentation ● Kombination-Konzepte ○ 1st / 3rd Party ○ Frequency Cap ○ Similar Audiences ○ Custom Audiences ● Anreicherung um offline-Daten Party Data Party Data
  • 66. Seite 66 Einführung & Nutzung von Audience Management ● Aufbau, Pflege und Wartung ● Konzepte zur kanalübergreifenden Nutzung (Display, Video, Social, Search,..) ● kontinuierliche Schleife u.a. im Zuge des Kampagnen-Assessments Party Data Potenziale nutzen!!
  • 67. Seite 67 Kampagnen Heute & Morgen Wettbewerbsvorteil!
  • 68. Data Studio: Daten besser visualisieren!
  • 69. Seite 69 Data Studio hilft uns... Quick Dashboards Creating beautiful dashboards has never been this fast – reduce time spent on reporting instant visualizations. Data Sources Using pre-built connectors, Data Studio natively integrates with outside partners directly to underlying datasets Easily Shareable Share with teams and customers. Powerful sharing setting with full control on editing and distribution.
  • 70. Seite 70 Wie funktioniert es? Connect To all your data Visualise Enterprise reports Share Across organization
  • 71. Seite 71 Erstelle individuelle + interaktive Reportings It allows collaboration across teams and makes it easy to share reports for those who need them across the business organisation. Data Studio funnels information from various sources into visually compelling and interactive reports that update in real-time. Funnels Information Collaboration
  • 72. Seite 72 Schnelle Insights + schnelle Zusammenarbeit Person A Person B
  • 73. Seite 73 Teilen leicht gemacht With Data Studio you can grant sharing access to specific people, teams or your whole organisation – you have total control over who views your information. You can even control sharing to just the report or choose to allow access to the underlying data source too.
  • 74. Seite 74 Keine kreative Grenzen mit Data Studio Bespoke designs & branding Data visualization
  • 76. Seite 76 Was ist der Tag Manager 360? Marketers want tag management that’s simple, reliable, and integrates easily with existing systems. That’s what Tag Manager 360 delivers.
  • 77. Seite 77 Tag Manager 360 hilft uns... Enterprise Assurances Contract & SLAs outlining: 99.99% container serving and 99% front-end uptime. Flat Pricing Customers can buy Tag Manager 360 for a flat fee based on tiering system. Platform Integration Container request metrics visible in Google Marketing Platform.
  • 78. Seite 78 Tags einfach anpassen Rule-based triggers, easy-to-use tag templates, and auto-event functionality help manage tags with as little code as possible. Create or update your tags Deploy your tags with speed and ease Eliminate the need for code changes /
  • 79. Seite 79 Third Party tags Tag Manager supports all tags and has easy-to-use templates for a wide range of Google and third-party tags, both web and mobile apps.
  • 81. Seite 81 Optimize 360 hilft uns... Ease of Use Simple setup and a visual editor makes it easy to run experiments with no coding required. Advanced Experiments Import goals from Analytics 360 as experiment objectives for audiences created using Analytics 360. Media integration Target traffic from particular Google Ads campaigns, ad groups, or keywords for your experiment.
  • 82. Seite 82 Einfach zu bedienen Quick setup Your Analytics 360 data and a single line of code on a website is all you need to begin experimenting. No coding required Build new experiments using a visual editor.
  • 84. Seite 84 Kluge Tests mit wenig Aufwand Experiment objectives = business objectives Set your experiment to test against the same objectives that your business already uses e.g. Analytics 360 goals. Easy-to-use visual editor that saves time Intuitive, visual workflow is easy for anyone to use for simple text, image, or style modifications, while advanced HTML and Javascript code changes allow for deep customization.
  • 85. Seite 85 Optimize 360 oder die Standardversion? Free 360 Testing capabilities Simultaneous experiments Experiment targeting Experiment objectives and reporting Product SLAs and support AB, multivariate and redirect testing options AB, multivariate and redirect testing options Limited to 5 More than 5 Advanced targeting techniques (incl geo, URL, AdWords traffic, Javascript and others) Advanced targeting, including Google Analytics Audiences Limited to pre-selected objectives Ability to select objectives for reporting after experiment begins Help center and forum-based support Product SLAs, dedicated account management and technical support Free 360
  • 87. Seite 87 Search Engine Management Platform(SEM) /səːtʃ ˈɛndʒɪn ˈmanɪdʒm(ə)nt ˈplatfɔːm/ noun Manage, automate and optimise your search engine marketing campaigns in real-time and at scale
  • 88. Seite 88 Search Ads 360 hilft uns... Automate Campaign Management Set up, optimise, manage, and tweak and edit your search campaigns across all of your search engines in one place, and at scale. Use Advanced Optimisation Tools Automate bidding, budget management, structural changes, event triggered changes and more in a single platform. Access Reporting & Insight at Speed Get access to search data and site conversion data in near real time, and report on performance at scale or in granular detail.
  • 89. Seite 89 Automatisierung ausbauen Automate regular tasks – from keyword creation and ad copy changes to inventory management, across all markets, languages and search engines. Manage across Google Ads, Bing Ads, Yahoo! Japan and Baidu, with reporting across additional engines and social channels. Our adaptive learning features, powered by machine learning, are always on and working for you 24/7.
  • 90. Seite 90 Effizient über mehrere Plattformen arbeiten GEMINI Track, Report, Measure, Attribute - Search Track, Report, Measure, Attribute - Social
  • 91. Seite 91 Inventory Management mit SA360 Use data from an inventory feed to generate campaigns, ad groups, text ads, keywords, and Google Ads sitelinks. As you update inventory data, Search Ads 360 automatically updates the generated campaigns. Google Bear Example Scenarios: Create specific keywords for each and every product you sell Generate ads with the latest price Pause activity when stock levels drop too low
  • 92. Seite 92 Adaptive Kampagnen Adaptive Shopping Automatically create smaller product groups to help achieve better results Adaptive Geo Automatically optimize your location targets based on your campaign goals Adaptive RLSA Automatically add all the available lists (RLSA, Similar Audiences, Customer Match, etc)
  • 93. Seite 93 Custom campaign management: Business Daten! Your Data Input your business data including promotions schedule, product prices and more Automation Save time with features such as rules, formula columns and filters Results Achieve better ROI with optimal bids that take into account your business data Attached data is useful in rolled-up reports and automation
  • 94. Seite 94 Smart Bidding mit Search Ads 360 Leverage machine learning capabilities to rapidly analyze millions of signals and variables and proactively adjust bids. Monitor the performance of keywords and product groups Adjust bids to achieve the highest number of conversions, the greatest amount of revenue, the best position, or highest number of clicks your campaign budgets allow.
  • 95. Seite 95 Wie funktioniert Smart Bidding? Identifies the similarities between all keywords and product groups based on features of the entity (landing page, keyword semantic, creative, account organization, labels, etc) Allows the long tail of keywords and product groups (where data is sparse) to learn from the performance of the head terms Makes it easier to detect and use time-based signal information like external signals (sales calendars, weather, stock market) and cyclical patterns (weekly, seasonal, holidays) 1 2 3
  • 96. Seite 96 Optimieren Sie Ihre Business Goals! Performance Visibility & Brand Budget And automate the bid management of your Mobile, Geo and RLSA modifiers. Optimize bids, budget caps and bid adjustments toward your budget goals Combine a CPA goal with a monthly budget to deliver the highest volume or best CPA based on your budget. Takes into account day of week and seasonality. Optimize bids towards a desired auction position or visibility based goal. Optimize towards auction position, and in the near future impression share and viewability goals rather than purely an average position in the search engine results page Optimize bids towards predetermined goals such as ROI, ERS, Revenue. Set the Smart Bidding to either optimise to the most conversions within a budget, or a CPA/ROI.
  • 97. Seite 97 Real-time Daten für real-time Resultate! The freshest data in the market (no 24hr delay) Reliability of Google's architecture Take advantage of market opportunities Real-time bid decisions throughout the day Test in real-time for quick results Deliver search insights/signals to DBM in real-time
  • 98. Seite 98 Frische Daten im Augenblick der Entscheidung Bid adjustment Max CPC + 20% Device Bid adjustment Mobile Multiplier + 30% Remarketing Bid adjustment Cart abandon Multiplier +150% GEO Bid adjustment London Multiplier - 10% to enable the AI to make bidding decisions for keywords, Devices, GEOs and audiences (RLSA), during a day to ensure you capitalise on any spikes in interest, or opportunistic behaviours. Use Search Ads 360 Smart bidding and fresh data...
  • 99. Seite 99 Datengetriebene Attribution inklusive No More Picking Models Users can build a data-driven attribution model from the advertiser’s paid search & display click data, calculating a more accurate CPA / ROAS for Upper Funnel Campaigns Personalized Integration Target CPA can automatically adjust bids based on your new model. You can also view outputs manually within your existing Search Ads 360 reports “Flip the Switch” Setup No need for new tags, create DDA Models in Search Ads 360 utilizing existing Search Ads 360 labels
  • 100. 100 Das Ziel & der Weg Paradise © Seyed Mostafa Zamani - cc by 2.0
  • 101. Seite 101 Das Ziel: Jeden User individuell ansprechen! ● Richtige Botschaft ● zum richtigen Zeitpunkt ● im richtigen Kanal ● zum richtigen Preis
  • 102. Seite 102 Da wär so ein User ,-)
  • 104. Seite 104 Jetzt starten! Wie profitiere ich am schnellsten und was muss ich tun, um zu starten?
  • 105. Seite 105 Level 6: lfd Optimierung Level 5: Nutzung Level 4: Go-Live Level 3: Implementierung Level 2: Strategie Level 1: Analyse Implementation Guide Rollout Lösungsempfehl ung auf Basis der Analyse Erstellung einer angepassten Strategie Analyse Anforderungen Business Requirements Weiterent- wicklung Learnings Analyse Implementierung Optimierung Wie gehen wir vor? Onboarding Training Laufende Abstimmung, Reporting und Insights
  • 107. Seite 107 Sprechen Sie mit uns. Know-howTools Erfahrung
  • 108. Seite 108 • (Digital) Marketing Kompetenz • Spezialisierung in Programmatic • (echtes) Daten- und Digital Analytics Know-how • Erfahrung Achtung: Momentan ist grad schon wieder jeder Experte in eh allem… Welche Skills braucht’s Bei Verzweiflung oder Überlastung: stepke@e-dialog.at oder 0699/10235000 ,-)