Mastering the Digital Journey: Full Funnel Strategies for Digital Domination.

LUKE ALLEY
Redefine the Customer
Journey Through Intent
AVALAUNCH MEDIA

What I’ll cover
1
2
3
4
5
How the customer journey is changing
Why the customer journey is changing
Recognizing intent in consumer behavior
8 Pillars of digital marketing to capture the intent
How the 8 Pillars work together

The Alley Ski Purchase Journey
Social Media Callout, Sep 30
Issued a social media call to
Utah skier friends
Surfing the Internet
Visited sites to get a
sense of prices
Chat with a Friend
Talked with Andy to see
what he recommends
Sundance Website
Looked online for resort
season pass prices
Remarketing Ad
Clicked on an
advertisement for ski gear
Spousal Pitch
Urged wife to let me drop more
than ever for a father-son activity1
2
4
7 10
11
Purchase* — Nov 2
Bought gear and rented
skis for me and my son13

The Customer Journey is Changing
Awareness
Consideration
Conversion
Loyalty
Advocacy
Word of Mouth
No longer
a linear
path

Source: https://komarketing.com/blog/mapping-the-b2b-buyer-journey/

Source: https://www.slideshare.net/ClairBush1/the-new-customer-journey
Shop Online
View Banner Ad
Watch Tutorial
Purchase Through Call Center
Blog
Compare/Shop
Post
Reviews
Purchase via Mobile
YouTube Ad
Facebook Like
Read Reviews
Purchase
In-store
Watch YouTube Ad
Download App
Watch
Video on
Mobile
View Print Ad

No two customer journeys
are the same

Justin’s Headphone Journey
JUSTIN, 19
Total Touchpoints: More than 375
Total Searches: 8

Jill searched for Ultra
Beauty locations on
mobile
Jill’s Makeup Journey
JILL, 25

Purchase made
on mobile
Ava’s Flight Journey
AVA, 28

Why is the customer journey
changing like this?

What percentage of
consumers start an
activity on one device
and finish on another?

Mobile & Buyer Consumption
41%
Start an activity on one device
& finish on another

What percentage of consumers use
more than three devices?

50%
use more than 3 devices

What
percentage of
consumers use
their phones
in-store?

access mobile while shopping in-store
65%

50%
Use more than
three devices
41%
Start an activity on
one device and finish
on another
65%
Access mobile
while in-store
https://www.thinkwithgoogle.com/feature/search-intent-marketing-funnel

Andy’s Blue Shirt Buying Cycle

We use our devices for immediate answers
...when we do, we express
INTENT
& transform the traditional
marketing funnel

Define “INTENT”
The state of mind with
which an act is done

INTENT IS REDEFINING THE
MARKETING FUNNEL
No longer a
linear path
Unpredictably
narrowing &
broadening
considerations
Turning to
devices for
immediate
answers
Each expression of
intent reshapes
traditional funnel
https://www.thinkwithgoogle.com/feature/search-intent-marketing-funnel

Who understands their customers’
journey well? How?

Understanding Your Customers Journey
Ways to Understand Your
Customer’s Journey Better
Sales and
Support
Forums
Social Media
& Social
Listening
Analytics
Data

Time Lag Report - 15% of Rev @ 12-30 Days

Path Length Report - 30% of Rev @ 3+
Interactions

What does “intent” look like for your
customers?

8 Pillars to Capture Intent
SEO Paid Media Content Marketing
Automation
PR &
Outreach
Website Branding Social Media

8 Pillars to Capture Intent
SEO Paid Media Content
PR &
Outreach
Website Branding Social Media
Marketing
Automation
Video
Email Capture
Social Strategy
Social Listening

8 Pillars: The Customer Journey Foundation
ContentWebsite
SEO
Paid
Media
PR &
Outreach
Marketing
Automation
Social
Media
Branding

ContentWebsite
SEO
Paid
Media
PR &
Outreach
Marketing
Automation
Social
Media
Branding
KW insights for content
Conversion
driving KW
decisions
KW & Ad
data sharing

ContentWebsite
SEO
Paid
Media
PR &
Outreach
Marketing
Automation
Social
Media
Branding
Conversion
driving KW
decisions
KW & Ad
data sharing
Define
Audiences
Content
in Ads Boost posts
Nurture campaigns
for leads/salesKW insights for content

ContentWebsite
SEO
Paid
Media
PR &
Outreach
Marketing
Automation
Social
Media
BrandingLinkbuilding
through PR
Conversion
driving KW
decisions
KW & Ad
data sharing
“As Seen On” clout
Define
Audiences
Content
in Ads
Repurpose Influencer Content
Boost posts
Nurture campaigns

ContentWebsite
SEO
Paid
Media
PR &
Outreach
Marketing
Automation
Social
Media
through PR
Conversion
driving KW
decisions
KW & Ad
data sharing
Define
Audiences
Pillar pages
Content
in Ads
Boost posts
Nurture campaigns

ContentWebsite
SEO
Paid
Media
PR &
Outreach
Marketing
Automation
Social
Media
through PR
Conversion
driving KW
decisions
KW & Ad
data sharing
Define
Audiences
Pillar pages
Content
in Ads
Custom & lookalike
audiences
Boost posts
Nurture campaigns
for leads/sales
Use content
in MA
campaigns

ContentWebsite
SEO
Paid
Media
PR &
Outreach
Marketing
Automation
Social
Media
through PR
Conversion
driving KW
decisions
KW & Ad
data sharing
Define
Audiences
Pillar pages
Content
in Ads
SM engagement drives
content decisions
Custom & lookalike
audiences
Boost posts
Nurture campaigns
for leads/sales
Use content
in MA
campaigns
Social Media
on Brand

ContentWebsite
SEO
Paid
Media
PR &
Outreach
Marketing
Automation
Social
Media
through PR
Conversion
driving KW
decisions
KW & Ad
data sharing
Define
Audiences
Pillar pages
Content
in Ads
Branding as the “Bible” for Everything
Social Media
on Brand
Content on-brand
SM engagement drives
content decisions
Custom & lookalike
audiences
Boost posts
Nurture campaigns
for leads/sales
Use content
in MA
campaigns

TakeawaysTakeaways
1 Align Intent to Business Outcomes
Impressions
Clicks
& Conversions
REVENUE
GROSS MARGIN
& PROFIT
INTENT
INTERACTION
SIGNALS

Create fast, frictionless experiences, especially on mobile
2 Stop marketing
to the average —
Be useful instead
Takeaways

Dynamic
Content
3
Takeaways
Automate!
Drip
Content
Nurture
Campaigns
Lead Form
Follow-ups

LUKE ALLEY
Thank you.
AVALAUNCH MEDIA

MARKETING
CASEY PETERSEN
AVALAUNCH MEDIA
IN THE AGE OF
AUTOMATION

What is
Marketing
Automation? REGISTERED REMINDER
DAY-OF
SEND
REPLY
SEND
INVITE
NO
RESPONSE
NO
RESPONSE
REMINDER
INVITE
DECLINED

Automation’s
3 Purposes
“Data dicatates strategy and wins arguments”
Eliminate
marketers’
repetitive
tasks
Deliver
personalized,
hyper-relevant
content based
on audience
behavior
Assess
data/results of
marketing/sales
campaigns

The Benefits
of Automated
Marketing
MQLs
&
SQLs
MORE
LEADS
CUSTOM
PURCHASE
GUIDANCE
UPSELLS &
CROSS-SELLS
CONSISTENT
FOLLOW-UPS
SALES &
REVENUE

The Benefits of
Automated Marketing
SmartInsights & Communicator:
Managing B2B Marketing Automation in 2017
59%
57%
55%
54%
37%
25%
18%
BETTER USER EXPERIENCE/COMMUNICATIONS RELEVANCE
IMPROVED CONVERSION RATES
IDENTIFY BETTER QUALITY LEADS
GENERATING MORE LEADS
REDUCED MARKETING COSTS
SHORTER SALES CYCLES
IMPROVING DEPARTMENTAL ALIGNMENT

Why Most Marketers are Using MA
79% of Leads
Adestra “State of Marketing Automation
Benchmarks for Success” (2017)
NEVER CONVERT INTO SALES
Optimizing productivity
Increasing marketing ROI
Improving campaign management
Improving database quality
Acquiring more customers
Measuring performance
Aligning Marketing and Sales
43%
CRITICAL OBJECTIVES:
41%
40%
39%
39%
37%
24%

Why Most Marketers are Using MA
What if you Could Do This With a Prospect...
Create
Custom Form
Fields
Hand Over
Information
Selection
Control
Engage
at Optimum
Moments
Gather Key
Data Points
Who are they?
Where did they come
from?
Where do they live?
Where are they now?
What do they know?
What’s their reason for browsing?
What Device are they using?
Are they trying to solve a problem?

Powerful Case
Of Simple MA
DYNAMIC EMAILS
FOR HOT / COLD WEATHER
DIFFERENT TEXT, IMAGES,
CTAs

Did it Work?
Powerful Case
Of Simple MA: Paper Style
CLICKING ON A WEDDING LINK IN ANY PAPER STYLE EMAIL
BUYING WEDDING OR BRIDAL SHOWER PRODUCTS
VISITING A WEDDING-RELATED PAGE AT PAPERSTYLE.COM
TRIGGERS: 1
2
3

HIGHER OPEN
RATE THAN
AVERAGE
INCREASE IN
REVENUE PER
MAILING
CLICK RATE
INCREASE
MA Case Study:
Paper Style
Source: GetSpokal.com
Did it Work?
244% 330% 161%

Case Study: Crain’s Business Insurance
Faced with Declining Revenue, Crain’s...
Turned to
Marketing
Automation
Integrated
its 3
databases
Automated
content
distribution
Aligned
content with
reader
segments
Utilized lead
scoring &
analytics
1 Print subscribers
2 Online Registrants
3 Marketing Automation

IN NEW ADVERTISING
REVENUE
MORE REGISTERED ONLINE
NEWSLETTER SUBSCRIBERS
IN PAID PRINT
SUBSCRIBERS
MA Case Study:
Crain’s Business Insurance
Did it Work?
$550K 43% 2%
B2BLeadBlog
& a conversion rate of 2.6% from anonymous website visitors

Connecting MA to
Marketing Efforts
ENGAGEMENT
CONSIDERATION
CONVERSION
CUSTOMERS
DISCOVERY
LEADS

Connecting MA to
Marketing Efforts
WEBSITE PAGES
BLOGGING
EMAIL MARKETING
SOCIAL MEDIA
FORMS & LANDING PAGES
SEO & KEYWORDS
PPC & GOOGLE ADWORDS
REPORTING

Worries of Best-In-Class
Marketers
Adestra State of Marketing Automation Report
64%
42%
41%
32%
32%
32%
23%
EASE OF IMPLEMENTATION
TECHNICAL SUPPORT
CROSS-PLATFORM INTEGRATION
INDUSTRY ANALYST RATINGS
ANALYTICS CAPABILITIES
COST OF OWNERSHIP/PRICING
CLIENTS/RECOMMENDATIONS
THINK IT’S
COMPLICATED
81%
OUTSOURCE
IMPLEMENTATION
59%

The Major
Expectations for MA
Adestra’s State of Marketing Automation Report
46%
44%
39%
38%
35%
33%
INCREASING MARKETING ROI
IMPROVING CAMPAIGN MANAGEMENT
MEASURING PERFORMANCE
OPTIMIZING PRODUCTIVITY
ACQUIRING MORE CUSTOMERS
IMPROVING DATABASE QUALITY
ALIGNING MARKETING & SALES33%

Most Useful
Measurement
Metrics
Three Deep & Ascend2 “Marketing
Automation Trends for Success 2016”
58%
58%
42%
41%
31%
30%
16%
CONVERSION RATE
REVENUE GENERATED
LEADS GENERATED
ENGAGEMENT RATE
PIPELINE VALUE
COST PER LEAD
OPEN/CLICK RATE

Can you pinpoint what sets your high converting leads
apart from the rest?
Are you able to quickly scan a list of leads and call out the
leads ready to talk to a sales rep?
Can you quickly create email assets and landing pages for
every lead generation form on your website?
Can you accurately measure the revenue that each
marketing campaign contributes to your bottom line?
Why do You Need Marketing
Automation? An Informal Quiz
Q
Q
Q
Q

If the Answer is “No”
to any of these …
you need Marketing
Automation.

Relevant emails
delivered
through MA drive
MA: An Unparalleled Rev Gen Engine
Companies
that invest in
MA see an
Lead scoring
provides an
ROI of
Companies that
excel at lead
nurturing and
MA generate
1 Act On, 2 WSI Web Marketing,
3&4 LinkedIn
81% 113%
faster sales
cycle
81%
more
sales-ready
leads at a
33%
lower cost
18Xmore revenue
than email
blasts

CASEY PETERSEN
AVALAUNCH MEDIA
THANK YOU.

Google Analytics as the Foundation for
Smart Marketing

85
Charles Davis
VP, Solutions
Blast Analytics & Marketing
cdavis@blastam.com
@bikecommuter

87
By Focusing on
3 Core Strategic
Solutions

Objectives
Requirements
Implementation

Display & Video 360
DSP
Campaign Manager
Ad Server
Analytics 360
Advanced Measurement
Search 360
Search Tag Manager 360
Data Studio
Optimize 360
Studio
Creative

Analytics 360

Analytics 360
Acquisition

Analytics 360
Acquisition Experience

Analytics 360
Acquisition Experience Conversion

Analytics 360
Accurate Channel Data
UTM Tagging
Adwords Linking

Analytics 360
UTM Tagging
Adwords Linking
Content Performance
Advanced Ecommerce
Events
Custom Dimension /
Metrics

Analytics 360
UTM Tagging
Adwords Linking
Content Performance
Enhanced Ecommerce
Events
Custom Dimension /
Metrics
Leads / Goals
Transactions
Attribution

Thank you!
Charles Davis
VP, Solutions
Blast Analytics & Marketing
cdavis@blastam.com
@bikecommuter

Proprietary + Confidential
Unlock Display
for Performance

Understanding consumer intent
and meeting their needs in the
moment are the keys to winning
more hearts, minds, and dollars.
Lisa Gevelber
“
”VP Marketing, Google

Users’ online
journeys have
grown more and
more complex

Proprietary + ConfidentialProprietary + Confidential
Your potential customers no longer follow a linear
path to conversion
Customers consult an average of 10 sources before making a purchase,1
and 90% of them
switch between devices and platforms to complete tasks.2

Have you ever booked a vacation in one sitting?
Chances are, your booking process looked more like this.
Emailed your friend
via your work laptop
for destination
recommendations,
and decide the
Bahamas is the
perfect destination.
Over lunch, you
search “Paradise Bay
Bahamas reservation
10/1-10/10” on your
phone to confirm
availability for your
trip. It is open, so you
book!
Searched “bed and
breakfast Bahamas”
on your phone to find
lodging for your trip.
Paradise Bay
Bahamas seemed like
the best option.
Watched a YouTube
video on your phone of
a friend’s Carribean
destination wedding,
and decide a tropical
island is ideal for your
holiday.
While checking the
news on your home
computer, a Display
ad for the Paradise
Bay Bahamas
catches your eye, so
you click on the ad to
scope it out further.

The challenge is,
how do you connect
with consumers when
they aren’t necessarily
searching for you?
96%of time online is spent outside
search across websites,
mobile, YouTube, Gmail +
social networks
4%of time online is
spent searching
proactively
(~3 minutes/hour)*

Google
Display Network
offers a world
beyond Search

Reach potential
customers at an
unprecedented scale,
including users who
aren’t actively searching
for you.
We help you reach customers at all points
in the buying cycle - from discovery to
purchase.
+95%
Reach over 95% of global
internet users on
Google Display Network
across 3M+ websites and apps*

Customize your ads to
tailor your messaging
using our rich user
intent signals and
reach customers in the
moments that matter.
These signals help us to understand who your
audience is, where they are and what they like.
With 1B+ users on each of our
seven properties, we have access
to real-time user intent signals*

Powerful Machine
Learning technology
leverages user signals to
drive results by making
informed decisions at a
scale that would not have
been possible manually.
How do I find my ideal audience?
What message do I show my audience?
How much should I bid in each auction?
How can I measure my campaign effectiveness?

Observe how they can also influence the purchase intent,
even if users did not click on these ads at the time of viewing
How do we leverage machine learning to identify a high
purchase-intent customer?
A potential customer
registers online for
an upcoming half
marathon
She reads an online
article on “how to train
for a half marathon” +
sees a sports Display
ad on the page
Searches for
“athletic footwear
near me” on her
mobile device
Watches “best
running shoes”
reviews on YouTube
Shown a
Google Display ad
two days later
Identify the audience: Fitness enthusiast Identify customers: Strong purchase intent

Display’s unique combination of reach, user
signals, and machine learning capabilities,
coupled with highly visual creatives has the
ability to drive incremental conversions,
across multiple channels including Search.
Display ads can influence
the path of conversion
and drive incremental lift
for your business

Research shows that Display campaigns truly drive
a strong value for businesses.
+17%increase in
site visits1
+8%increase in
conversions2
Proven impact of the full value of Display campaigns.

Core Pieces to Display Advertising
Creatives Bidding Targeting
Use your building blocks to
build Responsive Display
Ads
Optimize your
bids by analyzing myriad of
signals in real-time
Find the right audiences by
building a full-funnel
approach
Images
Logos
DescriptionsHeadlines

We do creative testing across billions of combinations for you to
generate the right message to the right user at the right time.
Your building blocks Prediction Combination of assets
Images
Logos

We analyze 70 million combinations of
these signals within 100 milliseconds
when calculating a bid.
User
characteristics
User
behaviors
Contextual
signals
Ad
characteristics

Awareness Consideration Drive Sales
DEMOGRAPHICS
A35+, Top 10% of HHI, Parent
LIFE STAGES
Visited sites or apps that signal a
major life event (i.e., marriage or
retirement -YouTube/Gmail only)
AFFINITY/CUSTOM
AFFINITY AUDIENCES
Do-it-Yourselfers, Frequently shop
at big box stores
SIMILAR AUDIENCES
Similar to recent hotel
room purchasers
IN-MARKET + CUSTOM
INTENT AUDIENCES
Visited sites or apps that signal
imminent intent to book hotels
KEYWORDS FOR CONTENT
Currently engaging with content
about the best waves in Honolulu
CUSTOMER MATCH
Re-engage with people
you know (YouTube &
Gmail only)
CROSS-DEVICE
REMARKETING
Re-engage with visitors
across devices, web and
app

Introducing Smart
Display campaigns
Work Faster
Work Smarter
Win More

Revolutionize your approach to Display advertising
Smart Display campaigns: Built for simplicity, transparency and scale allowing you to work faster, smarter and win more.
Smart Creatives Smart Bidding Smart Targeting
With Smart Display campaigns, advertisers see 20% more conversions
at the same CPA, when compared to their other Display campaigns*
Auto-generate Smart
Display ads by supplying
the building blocks
Optimize your
bids by analyzing myriad of
signals in real-time
Expand to newer
audiences using a single
campaign type
Images
Logos

Measuring and
assessing the
performance of
your Display
campaign

As you choose the metrics that gauge the effectiveness
of your Display campaign, keep in mind:
Display ads have the
ability to influence
potential clients and
encourage them to make a
purchase - at the time of
seeing an ad, later through
search or a direct site visit.
Even if no click occurs
on your Display ads, they
may still attract your
clients’ interest in your
brand and products.
Most advertisers place
value on whether an ad
view resulted in a
conversion, regardless of
whether the customer
interacted with the ad.

Two ways to measure your Display performance
Measuring with Google Ads Measuring with Google Analytics
You can view your success metrics
directly within the Google Ads interface.
Consider including view-through
conversions if you measure your
campaign activity that leverage
view-through conversions by default.
Build them into your CPA calculations
along with your click-through
conversions.
If you have already set up and linked a
Google Analytics account, measure using
Multi Channel Funnels reports and the
Model Comparison Tool.
Contact your Google Ads representative
to help set up Display impression
tracking within your Google Analytics
account and understand how to measure
with Google Analytics.

Take action now
Preparing for
success with
Display
Implementing
new solutions
(0-2 weeks later)
Assessing your
performance
(3-4 weeks later)
Identify your goals and
objectives based on business
needs. Then set up conversion
tracking within Google Ads to
reflect them.
Implement Display Campaigns,
first, and Smart Display
campaigns, once you are eligible.
Allow time for the algorithms to
learn and adjust to meet your
campaign goals.
Measure the full value of your
Display campaign using Google
Ads or Google Analytics. Review
your Display performance over
the last 2-3 weeks.*
Contact your Google Ads representative to
explore other suitable Display campaigns.
Implementing Smart Display
campaigns: Learn more.
1 2 3

Thank You

YouTube for Action
intent action

Search remains
the gateway for
purchase decisions
Source: Google / Euromonitor International, Micro-Moments Survey, USA, July 2016, Smartphone shoppers =1000.
Question: What are all of the online sources you have used to look for ideas about what to buy and what device(s) do you typically use ?
86%

Capture search
intent beyond the
Google results
page with
YouTube
Opportunity to
reconnect with
people who searched
1.5B
Source: comScore Media Metrix, Cross-Visiting Report, Jan 2017

Sight, sound & motion
can move undecided
consumers to action
Source: Google Internal Data, Global, 6/1/16 - 5/1/17 vs. 6/1/17 - 5/1/18
150%

Convert intent into action with YouTube
Make it easy to take action
Auto-optimize for results
Find people who recently searched
Prove that it works

Savings plan
Find people
who recently
Searched
Custom Intent Audiences

Make it easy to
take action
TrueView for Action

Make it easy to take
actions with apps
Universal App Campaigns

Innovating
to drive
results
Leads, calls & more

Make it easy to
browse products
TrueView for Shopping

Make it easy to
take offline action
Location Extensions

Smart Bidding

Prove that it works
Cross-device measurement
Source: Google / Ipsos Connect, March 2016, GPS Omnibus, n=2,013 US online respondents 18+
75%

Prove that it
works
offlineStore Visits

143%
80%
50%
TrueView for Action
Drives Results

Make it easy to take action
Find people who recently searched
Prove that it works
Convert intent into action with YouTube

Using Content
to Drive your
Omni Channel
Strategy

WHAT is Omni Channel Marketing?
WHY is it important?
HOW can you optimize your content to support this?
Agenda
Develop a successful strategy
Create killer deliverables
Strategize delivery across platforms

Have you
purchased
a new
product
recently?

Prior to your purchase…
What did
you do?
What kind of brand
interaction did you
experience?
Blogs
Social Media
Profiles
Brand’s
Website

Our family
of three
recently
became …
Brandon
Nicole
Gus

A family
of four
Brandon
Nicole
Gus
Theo

In the market for
new puppy food

My Google search…
Best puppy food

Creative content with
call to action at the end...

Other Research…The
Customer
Journey

Omni Channel Marketing:
What does it mean?
Omni comes from the
word ‘Omnis’ which can
mean ‘all’ or ‘universal’
Provides customers with
a seamless experience,
regardless of channel or
device

WHY is
this important
and how does
it affect your
brand?

Here’s WHY
98%
50% regularly using more than four.
of Americans switch between devices in the same day.
15 years ago, the average consumer typically used two touch-points
when buying an item and only 7% regularly used more than four.
Today consumers use an average of almost six touch-points with nearly

Here’s WHY
Businesses that adopt omni-channel strategies achieve
of customers think brands need to put more
effort into providing a seamless experience.
91%
greater year-over-year customer retention rates compared to businesses
that don’t, according to a survey conducted by Aspect Software.
87%

HOW can you optimize your
content to support your
Omni Channel Efforts?

Here’s How…
2.
Create Killer
Deliverables
1.
Develop a
Successful
Strategy
3.
Strategize Delivery
on Platforms

What’s your
gameplan?
Start something
with a strategy in
mind —
otherwise, it will
lead you nowhere.

#1 Successful Strategy
Identify your audience
Figure out the most relevant content
Competitive Research

Tools to help you
figure out the
most relevant
content

#2
Creating Killer
Deliverables

Match all
content so
you have a
cohesive
brand.

Coordinate
content with
audience funnel
placement

75%of consumers expect a
consistent experience wherever
they engage (e.g., website, social
media, mobile, in person)

Consideration
Discovery
Conversion
Retention
Coordinating Content Deliverables
with Customers’ Journey

Consideration
Discovery
Conversion
Retention
GOALS: Indirect customer acquisition; brand awareness
TACTICS: Educational content, viral content
TYPES OF CONTENT THAT
WORK WELL DURING THE
DISCOVERY PHASE INCLUDE:
(games, tools, long-form
content, parallax scrollers)
BLOG
POSTS
WEBINARS
BIG CONTENT
COMPREHENSIVE
GUIDES
VIDEOS
EMAIL
NEWSLETTERS

Consideration
Discovery
Conversion
Retention
GOALS: Direct customer acquisition
TACTICS: Solutions to use-case challenges
AT THIS STAGE PEOPLE
WILL BE LOOKING FOR:
that showcases your
products
CASE STUDIES
DEMO
VIDEOS
HOW-TO CONTENT
PRODUCT
DESCRIPTIONS
AND DATA SHEETS
Remember that they may not yet trust
you, so don't put on your sales hat just yet.

Consideration
Discovery
Conversion
Retention
GOALS: Transactions with customers
TACTICS: Product descriptions & value propositions
BE READY TO WOW THOSE
PEOPLE IN THE FINAL
MOMENTS BEFORE THEY
FINALLY DECIDE TO
COMMIT TO YOUR
PRODUCTS WITH:
TESTIMONIALS
A STREAMLINED, COMPREHENSIBLE,
AND TRUSTWORTHY SALES
PROCESS
REVIEWS

Consideration
Discovery
Conversion
Retention
GOALS: Retention of existing customers; advocacy
TACTICS: Help, support, and onboarding
THINK ABOUT ALL THE CONTENT
THAT'S GENERATED IN THE
FOLLOWING FORMS AND HOW
YOUR RETENTION WOULD TANK
WITHOUT IT:
SPECIAL
OFFERS
INSIDER
HOW-TOs
CUSTOMER SUPPORT AND HELP
DOCUMENTATION
EMAIL OUTREACH
& FOLLOW-UP
EFFECTIVE
PRODUCT
UX

Visual Content
40X
Visual
increase
people’s
willingness to
read a piece
of content by
80%
Content with
relevant
images gets
94%
more views
Visual
content is
40x
more likely to
get shared on
social media
s

Content Marketing Strategy
DATA
VISUALIZATION
INTERACTIVE
CONTENT
PRESENTATIONS
CASE
STUDIES
LONGFORM
CONTENT
eBOOKS
MOTION
GRAPHICS
WHITE
PAPERS
SOCIAL
MEDIA
BLOG
POSTS
INFOGRAPHICS
ARTICLES
YOUR
WEBSITE

Video Traffic
50K
OLD VIDEO
Views over
3-Year Period
240K
NEW VIDEO
Views over
5-Month
Period

#3 Strategize Delivery
on Platforms

Content Repurposing
Infographic Motion Graphics Slide Deck

More than 2.7 million blog posts are published daily
Content is Everywhere
There are more than 1 billion websites in existence
The average consumer processes 100,500 digital words/day
Every 60 seconds, 700,000 Google searches are performed

Key Takeaways
Make your content stand out and
work together within your channels
Develop a
successful
strategy
Create Killer
Deliverables
Strategize
delivery
across
platforms

Driving growth through
measurement and attribution
Breakout November 2018 AJ Soriano, Regional Product Lead
Casey Adam, Agency Account Strategist

Driven by mobile, consumer behavior has fundamentally changed
38%
of consumers use their
smartphones to research1
of customers moved
between digital channels
before purchasing
of online adults start an activity
on one device but continue or
finish it on another 2
79% 75%

INTRO
15+ ways to
order pizza
Source:
https://www.thinkwithgoogle.com/marketing-resources/experience-design/d
ominos-customer-expectations-mobile-experience/

Invaluable insights emerge when you use attribution to look beyond
the final touchpoint at the entire user journey

Simply tracking initial
inquiries isn’t enough.
Instead, measure every
moment that matters to
your business.

Using our tools, you can measure a wide variety of interactions based
on your business needs
What conversion types are you currently measuring?
LeadsNewsletter
sign-ups
Pages
visited
Phone calls Users
reached
Cross-device
activity

Brand
perception
In-store
conversions
App
downloads
In-app
purchases
Users
reached
Post-returns
conversions
Phone calls

INTERNAL: Confidential + Proprietary
Store Visits is the simplest and most scalable of our solutions
especially when comparing to time-consuming, expensive
alternatives that are not as precise
External PDF: Bridging the Customer Journey Across
Physical & Digital Worlds

Track online leads through to offline conversions
User clicks on
an ad and arrives
on the site.
1.
User submits the
lead (form).
2.
CID/GCLID is
passed and stored
in your database.
3.
The lead/sale is
closed offline.
4.
Offline conversion
data upload.
5.
Ad
Form
Data uploaded:
AW (CSV/API)
GA (MP/CSV/API)

Lear Capital Increases New Qualified Clients
Using Machine Learning & First Party Data
79%
Increase in
Lead Volume
CASE STUDY
The challenge
Lear Capital has an aggressive growth strategy centered on increasing sales and profitability. However, they didn’t know where
their most qualified clients were coming from. With increasing competitive pressure, Lear Capital realized that they needed to
integrate their offline intelligence with AdWords to acquire more high net-worth clients.
The approach
In collaboration with their Google account management team, Lear Capital began implementing Offline Conversion Import to
start leveraging their internal systems to understand which leads turned into valuable customers. In addition, they also
leveraged Target ROAS to automatically act on the insight they were receiving from Remarketing for Search, Similar Audiences
for Search, and Data Driven Attribution.
The results
The initial results have been astounding with far better leads coming into the sales team and a 79% YoY increase in overall
volume. Not only has this impacted the company’s bottom line, but utilizing Smart Bidding has freed up the marketing team’s
time to begin working on video creatives and identifying other market opportunities. The integrated systems that they have put
in place allow Lear Capital to measure their customers’ journey in Search, Display, and YouTube.
“Feeding Google’s machine learning with our own offline data has
allowed us to drive incremental leads and sales. Higher funnel and
higher volume keywords that were once cost-prohibitive now account
for a 79% increase in lead volume thanks to the optimizations that this
feedback loop affords. Not only have we dramatically increased
revenue-producing leads, but the value of those leads has increased
6% as well.”
—Cher Cusumano, Vice President
Google Adwords is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer,
Google Adwords delivers reach, relevance and trusted results to help you grow your business. Learn more at adwords.google.com/home.
© 2018 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the
respective companies with which they are associated.
6%
Increase in
Conversion Value
Precious Metals IRA Dealer
Los Angeles, California, USA •
Website

Journey of
Getting Married
Swipe Right
on Tinder.
Go on
a date.
Travel
together.
PROPOSE
already.
Convr.
Done.

So which Activity Gets
Credit for Marriage?
Convr.
Swipe Right
on Tinder.
Go on
a date.
Travel
together.
PROPOSE
already.
Done.

Marriage Credit
Attribution Models.
Swipe Right
on Tinder.
Go on
a date.
Travel
together.
PROPOSE
already.
Convr.
Done.
x1
0
x3
0
0
x2
0
0
x2
0
x1
x3
If you ask
Tinder
If you ask
the Proposer
If you ask a
Data Scientist

ATTRIBUTE
Great tech gifts
Highly rated tablets
Nexus 9 tablet
48%

ATTRIBUTE
3 out of 4
Source:
https://kenshoo.com/file?source=2014/09/Cross-Channel-Attributio
n-Must-Convert-Insight-Into-Action-Forrester-Consulting-TLP.pdf

ATTRIBUTE
opportunity
Great tech gifts
Highly rated
tablets
Nexus 9
$20B $2B $200M
With a last-click model,
we only optimize off of
this touchpoint.

Attributing value across
your users’ paths fuels
growth for your business.

An attribution model is defined as the rule,
or set of rules, that determines how credit is
assigned to touchpoints along the
conversion path.

There are three main areas of attribution
Understanding
cross-device activity
Understanding
multi-channel activity
Understanding
intra-channel activity

Google has existing and new product solutions to help
Understanding
Understanding
Google ads attribution Google Attribution
Understanding

ATTRIBUTE
Data-driven Google Ads Search Attribution

ATTRIBUTE
LAST CLICK TIME DECAY LINEAR POSITION - BASED FIRST CLICK
Conservative growth
strategy
Growth oriented
Market Leader New to the market
Low competition High competition

Benefits of using Google Ads search attribution models to assign credit
to touchpoints that occur on the Search Network
Free tool for
Google Ads users
Clear process
for selecting and
comparing models
Easy
cross-device
attribution
Personalized
integration
“Flip the switch”
setup
Compatible with
autobidding

Understanding
Understanding
What about multi-channel attribution?
Google Ads search attribution Google Attribution
Understanding

Actionable
With API reporting and
autobidding integration
Easy to use
Solution for all
clients at no cost
Cross-channel
Comprehensive answers
across both paid and
non-paid media
Cross-device
Captures user behaviour
across devices
Google Attribution (coming soon)
Cross-channel, cross-device, multi-touch attribution (and free!)

Your new attribution
data is only powerful
when you act on it.

How to adjust to your new attribution model
Switching away from
last-click attribution
requires re-thinking time
ranges to analyze data
Use appropriate time ranges
• 30 days recommended
• Don’t use most recent days
Changing attribution
model alone does not
change performance
• Revisit your bids & budgets
• Consider autobidding

Multi-touch models often reveal a shift in credit to mobile devices and
upper-funnel targeting
Conversions shift from
desktop to mobile devices
Conversions shift from
branded to generic terms

Trophy Depot: Driving growth through measurement
Goals
✓ Being in a highly commoditized industry with stiff competition, it was crucial for TrophyDepot to
find creative ways to compete in the market within their existing budget.
✓ Seeing the value in digital, TrophyDepot stopped their offline and print efforts to focus solely on
online marketing, with Google Ads being a key component of growth.
✓ By changing their attribution model, TrophyDepot grew their account with limited upfront
investment. They combined SmartBidding (Enhanced CPC) with data-driven attribution to let
Google’s machine learning do the work for them.
*Comparison dates April to June 2016

*Comparison dates April to June 2016
42%
more revenue for
TrophyDepot
39%
more conversions in
Google Ads
21%
decrease in cost per
order in Google Ads
Driving growth through measurement
TrophyDepot experienced substantial increases in orders and customers by changing
their model for attributing conversions and using automated bidding in Google Ads
Results
✓ 42% increase in revenue generated by Google Ads after attribution model switch
✓ Higher quality customers on site led to 21% increase in order conversion rate with 21% decrease in cost per order
✓ Efficiency gains allowed the business to increase media spend by 10%
✓ Create plan to test Smart Bidding further with Target CPA, a fully automated bidding solution

Measure Attribute Act
Conclusion
Unlock growth for your business

Mastering the Digital Journey: Full Funnel Strategies for Digital Domination.

Mastering the Digital Journey: Full Funnel Strategies for Digital Domination.

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