Nuevas herramientas de Google para Marketing

Branding & performance with Google Q3

Google Confidential and Proprietary
Always
There
Google’s 2014 Big Bets
Always
Optimised
Always
There
Always
Relevant
Always
Optimised
Always
Relevant
Reach all potential clients
across all screens and Platforms!
Presence in Mobile
Export
YOUTUBE - Reserve Buy & Masthead
HANGOUTS
GDN BLAST
Maximising relevance
to optimise performance
Display Remarketing
RLSA
Shopping Campaigns
GMAIL SPONSORED PROMOTIONS
REMARKETING FROM GA
ENGAGEMENT ADS
SEARCH COMPANION MARKETING
Improve tracking to allow better
measurement and attribution
Conversion Tracking
GOOGLE ANALYTICS
BIDDING STRATEGIES

Always relevant

Relevant to users

La segmentación más efectiva hacia performance
KCT:
Related
Keywords
DCO
Conversion Rate LO
W
GOO
D
Remarketing:
Search
Landing Page
Remarketing:
Product Pages
KCT:
Brand
Keywords
GOOD Cost Per Conversion (CPA) COSTL
Y
Remarketing
Abandoned
Shopping
Cart
Remarketin
g:
Homepage
KCT:
Product
Keywords
Topics
Run of Targeting
Site
(Placement
Interest Targeting)
Categories

Remarketing

Remarketing List for Search Ads

Remarketing List for Search Ads
Goal
Users that leave your site without booking for a hotel → RLSA helps you connect with these potential customers when they
continue looking for what they need.
Set your bids, create ads, or select keywords keeping in mind that these customers have previously visited your website.
Uses remarketing lists to enable these customizations.
Basic Strategies:
1. Bid on keywords that you don't normally bid on
just for people who have recently visited your site, or
have converted on your site in the past. This can help
you increase your sales.
2. Optimize bids for your existing keywords for
visitors on your remarketing lists.
Proposal:
Bid on more generic keywords only for people who have
previously booked from your site.
Increase your bid by 25% for those who previously viewed
your website in the last 30 days.
Show a different ad to site visitors who have visited the
page of a specific suite/type of room but have not booked.

Nuevas campañas de Google Shopping
Ventajas.
Administración de campañas orientada a minoristas
- Simplifica la forma de pujar y de administrar los productos.
- Mayor rentabilidad.
Informes avanzados
- Ofrecen transparencia de datos
- Permiten agrupar los productos en categorías lógicas
- Disminución de los costes
Datos del panorama competitivo
- Aumento del ROI
- Ahorro de tiempo

Engagement ads
Connect with the right customers:
- Target your ads using all the different Display Network targeting methods available.
- You only pay when there's a qualified engagement with your ads (an engagement takes place when customers have "opted in" to
receive your message - for instance, by hovering over your ad for two seconds).
2 of our available rich media formats:
- Create an ad using one of the 2 rich formats. (Ex: create an ad that expands to a lightbox and provides a full-screen canvas, or
create an ad that plays a video within the ad unit, with audio enabled, in the context your customer is).
- Hover-to-play ads
- Lightbox ads

Engagement ads
1-VIDEO LIGHTBOX IN AD GALLERY
A video creative starts as an in-page ad that, after a two-second rollover, expands to the center of the web page
Ad Sizes:
● Invitation panel: 300x250, 728x90, 160x600, 468x60, 336x280,
120x600
● Expanded state unit size: 600x400
Assets:
● Invitation state image
● Video (any format supported by YT)
● Clickable banner image (600x60)
● Display URL
● Destination URL
Specs:
● Clear CTA mentioning “hover to...”
● Invitation state size 50KB / File format JPG, PNG, or GIF (SWF
also available)
● Full specs here
Demo:
- Nexus4
TAT / min. spend:
- No TAT (self service in Display Ad Builder Ad Gallery)
- No min. spend

Engagement ads
2-HOVER TO PLAY FORMAT
1
Ad starts with opening image
Demo: Nexus 7
TAT / min. spend:
● No TAT (self-service in Display Ad Builder
Ad Gallery)
● No min. spend
Ad sizes:
● Invitation panel: 300x250, 336x280
Assets:
● Opening image
● Optional Closing Image
● Image size 50KB / File format JPG, PNG, or
GIF (SWF also available)
● Video any format supported by Youtube
Hover-To-Play Specs:
● Here (Hover to play section)
After 2sec Mouse Over
Video starts with sound

Gmail Sponsored Promotions

Search Companion Marketing
1. WHAT?
● Combines the precision and efficiency of search marketing with the reach of display.
● Matches keyword targeted ads to GDN publisher sites based on a variety of high intent search-like signals:
○ Keywords
○ Synonyms
○ Ranking/indexing technologies (similar Google's organic search ranking).
2. COMPARISON WITH KEYWORD CONTEXTUAL TARGETING IN GDN
It will show more of advertisers' ads on the relevant partner pages that are ranked higher by Google Search for a particular keyword,
and fewer of advertisers' ads on pages that are ranked lower for that keyword.
3. WHY
● Performance driven product designed to show ads that are highly relevant, reaching users who are more likely to be in-market
for a product as opposed to users who might just have a passing interest in the product.
● Opportunity to continue engaging with interested users beyond the search pages.

Search Companion Marketing
9,220,000 pages that Google thinks have some relevance to the term.
SCM will show ads on relevant partner pages that rank high in the Google Search Results for a given keyword.
Example of “dsl speed test”: the top organic result is www.speedtest.net (which is an an AdSense site). When a user clicks on that organic
search result, the site will show SCM targeted ads who were targeting terms related to “dsl speed test”.

Always optimized

Google Analytics
“Clients who set up Google Analytics properly spend up to
19% more with Google.”

1. Setting goals
Destination
Online Sales
Online Leads
Identifies “Thank
you” page URL
Phone Calls
In-Store Traffic
Identifies “Contact
us” page URL
Implement through
AWCT or GACT
In-Store Traffic
Website Visits
Business Awareness
Measures
engagement with
well-organized
content
Implement through
GACT
Online Sales
Online Leads
Phone Calls
In-Store Traffic
Identifies
engagement that
does not generate
a new URL
ex. Call button on mobile site
ex
Implement through
GACT
Duration Pages/Screens
per Session Event
In-Store Traffic
Website Visits
Business Awareness
Measures
engagement with
large amounts of
content
Implement through
GACT

1. Setting goals

1. Setting goals - Event

1. Setting goals - GACT vs AWCT
AWCT GA Imported Goals
Conversions attributed to
AdWords All conversions Conversions in session after an ad click
Data updated within 3 hours within 24-72 hours
Tagging required Yes No (if GA already installed)
Access to eCDC Yes No
MCC Level Yes No
Cookie window 7 to 90 days 30 days (beta)
In-page Tracking No Yes (through events as goals)
Tracking offline Yes (via Conversion Import) Yes (via Measurement Protocol)
Conversion Counting All / Unique All (beta for Unique)
Value Override Yes No (beta)
Automated Bidding Yes Yes

2. Remarketing lists
On-site Behavior Customer Location Abandoned Shopping Carts
Recent or Frequent Visitors High Value Customers Engagement
Referral Source Sequence of Visits Up-sell & Cross-sell

2. Remarketing lists
Introducing Remarketing with Google Analytics
Tap into rich Google Analytics insights about customers who show
an interest in your products and services. Then show them targeted
ads across the Google Display Network that respond directly to
what they’re seeking.
Improve ROI with sophisticated targeting
Create and edit lists with ease
Connect with more customers than ever before

Improve ROI with sophisticated targeting
Take advantage of any of the rich
visitor data in Google Analytics,
including:
● Demographics
● Technology
● Site behavior
● Acquisition channel
● Goal completions or E-Commerce
GGooooggllee CCoonnffiiddeennttiiaall aanndd PPrroopprriieettaarryy
transactions
Reach precisely the right customers for
better
campaign performance

Do it all within Analytics and AdWords – after a one-time tag
upgrade, all list management is performed in the Analytics or
Adwords interface
Create precision lists in seconds
Design custom lists
Available to use in
AdWords automatically

Get started with two innovative features from Google Analytics:
SmartLists and Solutions Gallery
For new remarketers,
use SmartLists to harness the power of
machine learning to automatically create
a list of site visitors most likely to later
convert
Or for those looking for innovative
remarketing ideas, browse and import
segment definitions from the Google
Analytics Solutions Gallery to use as
remarketing lists

Connect with more customers than ever before
Reach your customers across the Google Display Network (GDN)
Auto-import lists into AdWords, then run ad campaigns with a couple of clicks
Connect with customers on your lists as they browse
Take advantage of more than 2 million websites on the GDN

Imagine your campaigns with Google Analytics
Here are just a few of the many campaign ideas you might create:
Build a list of visitors who have come to your site
multiple times and viewed specific product pages,
then show relevant ads across the GDN
Find customers
in your location
Offer special promotions to visitors from certain
locations, and refine lists further based on their
on-site behavior
Bring back the shopper
who almost decided
to buy
Create lists of visitors who put items in their
shopping carts but never checked out. Or target
visitors who have not converted in the last 7 days
Earn the love of your
most loyal customers
Select visitors who have completed a prior
conversion, and show them ads for companion
or accessory products
Help the undecided
shopper move
to purchase

Active Google Analytics Account with Administrator access
Use the latest version of Analytics (v5)
At least one active AdWords account linked to Analytics account
One-time update to Analytics tracking code - modify a single line
Update your privacy policy
Find it in the Admin tab of Google Analytics: Click on “Remarketing Lists”
Read the step-by-step guide
Requirements for getting started
1
2
3
4
5
find it
now

3. Universal Analytics
Fase 1 - The Measurement protocol
Measures interactions outside the web and applications
Fase 2 - The overwriting of User Ids
Optimize for cross-device user behavior
Fase 3 - Dimension Widening
Group external datasources in Google Analytics

Google’s Bid Strategies enhance bids with real-time data
no other bidding tool provides
Search
Partners Language
OS
Operating
System
Geography
Browser
Search Partners: In search, a
percentage of your ads will appear
on our Search Partner Network and
you can do real-time bidding there
too.
Geography: Bid towards the parts
of a country or countries where
you are more likely to convert.
Language: Bid more for visitors from
linguistic groups which are more
valuable to your business and less for
those that aren’t
Operating System: If iOS users
are converting better than Android
users, your bids can be adjusted
to reflect the higher value of iOS
conversions
Browser: Users of Internet
Explorer may not convert the same
way as users of Chrome, Firefox or
Safari? Adjust bids accordingly for
better ROI.

Conversion Tracking makes powerful bidding possible
More Conversions More Conversions
Max Conversions
within Target CPA
Enhanced CPC
Increases conversions by
raising bids on clicks that are
more likely to convert and
saving on clicks which are less
likely to convert
Automatically sets bids during
each auction to get as many
conversions as possible within
a Target CPA goal
All the above strategies can be used in different ad groups of a single campaign

eCPC - get more conversions at the same or better CPA
Recommended for clients with this profile
● Conversions as main objective
● New to automation/risk averse
● Low conversion volumes
Functionality
● Raises or lowers max CPC bid: -100% < max CPC < +30%
● Compatible with 3rd party bidding: works as final % adjustment layer
● Respects manually set mbid: eCPC modifier applied afterwards
● Respects audience bid adjustments: eCPC modifier applied afterwards
● Does not distinguish type of conversion
Coming in June: compatibility with PLA/Shopping
Requirements/Recommendations
● Account must have conversion tracking
● Better performance if 15 conv. in 30 day period on campaign or AG to which it’s applied
● Must have at least 40 clicks in the last 2 weeks
Conversions + 4% CPA: - 3%

Target CPA - get more conversions at the target CPA
Recommended for clients with this profile
● Primary success metric is more conversions within a CPA target
Functionality:
● Raises or lowers max CPC bid without do no harm policy : -100% < max CPC < +infinity%
● Uses the CO algorithm
● Works well on Remarketing Campaigns
● Call as conversion
Requirements/Recommendations:
● Minimum: using CT with 15 conversions in 30 day period (10 of which must happened 3 days prior to install)
● Recommended: >30 conversions in 30 days, stable CVR at KW level, <5 day click to conv. window, not budget restrained.
● Set same or above CPA the campaign has - the engine’s ultimate goal is to get lower CPA
● Settings:
○ Daily budget = 10*Target CPA
○ Standard Ad Delivery
○ Ad Rotate to conversions
○ Set target CPA @ or above 30 day average
Conversions: +9% CPA -14%

Making changes with Conversion Optimizer products - be careful!
● CO trains on last 20-45 days & weights recent more heavily(consider your conversion window)
● Changes in CPA don’t affect prediction quality - but changes in targeting can be detrimental by making past
learning invalid
● When comparing performance, be sure to use a stable control period (2 weeks with no significant changes in
performance)
● Depending on strategy, it can take > 3 weeks to stabilize the algorithm after a change.
● Account for conversion delays- view search funnels, time lag report - longer delay requires longer time frame -
adwords attributes conversions to day of the click, not conversion (30 day lookback)
● Typically adjustments are made in < conversion cycle - it adjusts to small shifts in performance in <15mins
● Seasonal spikes / flighted campaigns are not suited to CO2

Google’s 2014 Big Bets
Always there

Optimización de móvil
Call Metrics con Call as Conversion
Tu número de teléfono
original:
Se sustituye por un número
de teléfono de seguimiento
temporal que redirige la
llamada a tu número original
Información disponible con el uso de Call Metrics
✓ Código del área del usuario que llama
✓ Fecha de llamada + Tiempo de inicio y fin
✓ Duración de la llamada (Contador de la conversión
de llamada)
✓ Estado de conexión (llamada recibida o perdida)
+34 935 891 083
900 260609058

Optimización de móvil
Useful Tools
● Think Insights
● Vertical Trends Report → Ask us!
● Our Mobile Planet

Export with Google
Google Analytics
Global Market Finder
Consumer Commerce
Barometer
Google Trends Translator Toolkit
Google Website Translator
Google Export Team
Gold Rush
Market
Trends
Adaptation to
market
Analysis of
objective
markets

Export with Google
GOOGLE EXPORT TEAM
Team at Google: Export gurus!
They will help you create, optimize (localize) or translate your campaigns to EN, FR, ES, IT or DE
Requirements:
1. Minimum spend threshold of 50€ per campaign
2. Max 3 campaigns sent at a time
3. Destination website must already be translated

22 Mill.
of users in
Spain
135 Mill.
videos seen in Spain
Every day
(+20%)
20%
Audiovisual
Consumption
en 15-34

Masthead

Reserve Buy Instreams
Assets: Video, Destination URL, Optional Companion Banner
InStream Short
● 20 second non-skippable
● Extend your TV creative online to a
lean forward audience
● Highly engaging, highly visible ad
format
● View Count not counted!
● Optional companion Banner
● No Remarketing
● CPM Rate*
● Benchmarks
InStream Long
● 30 second non-skippable
● Extend your TV creative online to a
lean forward audience
● Highly engaging, highly visible ad
format
● View Count not counted!
● No Remarketing
● CPM Rate*
● Benchmarks
InStream Select
● 60 second Skippable after 5
seconds
● Increases Video View Count
● You are not charged for clicks but
the ad loads
● Remarketing Possible
● CPM Rate*
● Benchmarks
*For CPM Rate: go to slide 38

Google +
i. Interact with users
ii. Launch a product

1 Coste por usuario impactado eficiente = 0,006 euros
2 Determinación de la frecuencia de impactos/ usuario
3 Posibilidades de segmentación – afinidad
La red de Display de Google (con la mayor cobertura en España) es capaz de alcanzar a 22,9 M de
usuarios únicos al mes, lo que supone el 92% de los internautas en España.
¿Qué me ofrece?
¿Por qué necesito un Blast?
Fuente: CommScore Abril 2012
Posibilidades de exclusión - Brand Safe
Creación de listados de Remarketing
1
2
3
4
5
Porque gracias a GDN Blast podrás llegar a más de 9 millones de usuarios
en tan solo 24/48h apareciendo en miles de sitios de nuestra red

Encuentra la solución adaptada a tus objetivos
Blast Mini- Blast Mobile Blast
Perfecto para:
▪ Lanzamientos
▪ Ofertas y promociones
▪ Picos estacionales
Te proporciona:
▪ Gran cobertura de UU ( ~ 9.5M)
▪ CPM óptimo (~ 0.70 – 1 € CPM)
▪ Gran visibilidad (~80M impresiones)
▪ Remarketing recomendado
▪ Inversión sugerida: 60.000
Perfecto para:
▪ Lanzamientos segmentados
regionalmente
▪ Blast de categorías específicas o con
un objetivo de afinidad de público
Te proporciona:
▪ Cobertura muy afín al target ~3M UU
▪ CPM óptimo (~ 0.70 – 1 € CPM)
▪ Visibilidad en público target (26M
impresiones)
▪ Remarketing recomendado
Perfecto para:
▪ Lanzamiento de apps
▪ Lanzamiento Tecnología
▪ Lanzamiento Entretenimiento
▪ Lanzamiento de promos locales
▪ Publico alto poder adquisitivo
▪ Complemento prime time TV
Te proporciona:
▪ CPC óptimo ~0.15 CPC
▪ CTR ~0,6%
Inversión sugerida: 15.000

Beneficios
• “Empapela” la Red de Display de Google durante 1-2 días.
• Difunde rápidamente tu mensaje hasta el 70% de la audiencia
de Internet a un coste muy competitivo (aprox. 0.60€ -0.90€
CPM).
• Oportunidad de alcanzar más de 80 millones de impresiones
in 2 días.
• Gran alcance: ~ 9.5M Usuarios Únicos
• Implementación y ejecución rápida y sencilla
• Segmentación demográfica, temática y por categorías de
interés.
CP
M

Beneficios adicionales
• Perfil del usuario: Podremos obtener información demográfica sobre la afinidad
e intereses del usuario de Media Markt, así como datos sobre ubicaciones que
proporcionen buen rendimiento para futuras acciones.
• Brand Awareness: Podremos medir post-activividad*
➢ Incremento en el % de tráfico SEM con términos de marca
➢ Incremento en tráfico orgánico
• Un Blast NO es una solución orientada a ROI. No obstante, genera visitas a la
web y ayuda a mejorar el rendimiento de las campañas de marca reduciendo el
CPA de media hasta un 6% (basado en estimaciones).
*Estimations based on past performance. Sufficiency of the data to run reports depends on investment and # of impressions.
Minimum 2-3 weeks after the blast are needed to provide insights

Nuevas herramientas de Google para Marketing

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