Google Data Driven Marketing to Convert Audiences Across Screens
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This document discusses Google's data-driven marketing solutions to help companies convert qualified audiences across different screens. It recommends using collected customer data and signals to segment audiences and personalize ads. Automated bidding and dynamic creative optimization are suggested to reach the right customer with the right message. Measurement and testing tools can evaluate campaign effectiveness across search, display, video and devices. Unifying marketing strategies on Google's platform is touted to improve workflow and maximize returns. Case studies demonstrate increased profits, conversions and customer views using these audience and automation solutions.
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Google Data Driven Marketing to Convert Audiences Across Screens
- 1. Google Confidential and Proprietary Data Driven Marketing to Convert Qualified Audiences Across Screens
- 2. Meet Stijn 6:50 PM Thursday Feb 12, 2014 Wireless Access Point
- 3. Shape the unscripted journey of Stijn Influence purchase decisions by delivering content and messaging that is relevant and useful in the moment. 10+ consulted before making a purchase sources of consumers who own multiple devices switch between screens to complete tasks 2x more likely to be influenced by targeted digital ads 90%
- 4. 30 steps in purchase cycle 70M available signals to bid on 5+ hours per day with digital 2M sites 650K apps 22 creatives on 3 OSs 23,000 products in an average feed INFINITE PERMUTATIONS ∞ MOMENTS PLACEMEN T MESSAGE S FORMATS BIDSFEED SIZE But real-time relevance is hard to execute at scale GDN reach on sites & appsIAB approved creativesGoogle Internal Google’s Customer Journey to Online PurchaseSources: eMarketer Google Internal
- 5. Source: "Adding Data, Boosting Impact: Improving Engagement and Performance in Digital Advertising," The Boston Consulting Group, Sep 2014 Pro · gram · ma · tic makes it possible: Use technology and real-time audience insights to automatically buy and run campaigns and reach the right user with the right message at the right moment. 32% decrease in cost per action 30 more mins of consumer engagement
- 6. Google Confidential and ProprietaryGoogle Confidential and Proprietary 1. Collect data 3. Personalize creatives and optimize bids 2. Segment your audience 4. Measure the impact 5. Automate decisions Convert qualified audiences across screens with Google’s AdWords Programmatic Audience Solution
- 7. Collect data across all customer touchpoints to set the foundation for your digital strategy Digital signals from your site and app Offline data and CRM data Google’s audience insights 1.
- 8. Instead of the traditional way of segmenting starting with broad reach in order to end with potential customers Google’s audience insights 1.5 Awareness Consideration Purchase Broad reach to find Potential customer s
- 9. You should Flip The Funnel and start with customer data to identify the widest relevant segment you can reach Google’s audience insights 1.5 Purchase Consideration Awareness Learn from current customers to find Potential customers
- 10. Loyalty Strategy - Segment and reach your best customers when they are looking to buy online 2. Past Visitors New Visitors New Visitors New VisitorsSimilar Audiences Find Intent in the moment In-Market Audiences Find the right user profile in Gmail Gmail Sponsored Promotions Similar Audiences Find Similarity at scale Find Intent in the moment In-Market Audiences Find Similarity at scale Similar Audiences Find the right user profile in Gmail Gmail Sponsored Promotions Remarketing List for Search Ads & Display Remarketing Find Second Chances as they search & browse content Remarketing List for Search Ads & Display Remarketing Find Second Chances as they search & browse content
- 11. Loyalty Strategy - Segment and reconnect with your audience on all devices Product viewers Homepage visitors Cart abandoners Past purchasersSearch results viewers Smart remarketing lists, automatically created for you 2.
- 12. Penetration Strategy Segment and reach new qualified customers Smart segmentation strategies Set CPA goals based on new customer acquisition Target similar audience lists based on goals (e.g. “homepage visitors” vs. “converters”) Select in-market segment aligned with business goals Segment GSP ads for specific audience profiles powered by Google data Target “similar” lists Similar Audiences Gmail Sponsored Promotions Tailor “creatives” to user profiles In-Market Audiences Select “intent” based segment 2.
- 13. Personalize your message to past visitors as they search, and optimize bids to win that second chance 3x conversion rate +40% bid adjustment +100% bid adjustment 3. B. Customize ad text and Optimize bidsA. Reconnect with past visitors as they search 2x click through rate C. Drive action and see results
- 14. 2x conversion rate 60% decrease in CPA’s Personalize your message with dynamic creatives as they browse content 3.3.
- 15. ESTIMATED CROSS- DEVICE CONVERSIONS IN ADWORDS USER ID IN GOOGLE ANALYTICS MULTI-CHANNEL CROSS-DEVICE MULTI-CHANNEL FUNNELS IN GOOGLE ANALYTICS GOOGLE SOLUTIONS “Our Mobile Display campaign generated 40 conversions but contributed to 80 conversions that occurred on other devices.” “$1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads.” UNIQUE INSIGHTS MEASUREMENT CHALLENGES Measure the holistic impact of your audience strategy ACTION Optimize ROI across your search, display and video campaigns Use insights from mobile’s mid-funnel impact to maximize performance across devices 4.
- 16. Marketing Geo Experiments Time Series Experiments Conversion Lift for Display Measure the effectiveness of your audience campaigns with scientific rigor Experimentation tools 4.
- 17. Search query Automate to make smarter business decisions in real-time 40% increase in ROI when Google bids to maximize your revenue* Machine-Learning Algorithms Real-time Bidding sets your bid based on 70 million signals Conversion history First-time site visitor Watches cat videos Browses shopping sites Looks like your best customer Abandoned shopping cart with $99 Visit was 18h ago Clicked on Display Ad Viewed multiple products Visited from mobile device *Source: Google Internal Data, 2013 and 2014 5.
- 18. Ease of use Use one interface, one tag across search and display Workflow efficiencies Improve workflow efficiencies by 33% on a unified global platform Single customer view Leverage learnings to make each customer interaction better than the last Source: "Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising," Boston Consulting Group, May 2013 Unify your audience strategy across the funnel on search and display Campaign effectiveness Compound your marketing impact with a full-funnel strategy that scales across devices
- 19. Google Confidential and ProprietaryGoogle Confidential and Proprietary Dynamic Remarketing 5x profit Similar Audiences 2x conversion rate Multi Channel Tracking “The ability to track every single thing in AdWords is one of the strongest values to our business” Campaign Optimizer automation + scale “Google is now the main driver in how we reach new customers.” - Tyler Vautier, Display Media Manager at BuildDirect Google Tag Manager
- 20. NEXT STEPSBuild 360º customer view, leveraging a tag management solution. Create smart segments to reconnect with past visitors on search and display. Find new qualified customers to augment your retargeting strategy. Switch from static to dynamic creatives. Implement search custom creatives. Set the right measurement strategy for multi-channel and cross-device performance. Switch to real-time bidding and drive greater performance.