This document discusses how audiences can be used to find new customers, grow existing customer bases, and keep customers engaged through personalized experiences. It provides examples of how Ford increased website traffic and time spent on site by 60% and 3x respectively by targeting audiences. The document also notes that personalization can increase purchase frequency by 22% and website visits by 67%, and that many users appreciate and engage more with personalized experiences and advertising. Finally, it emphasizes the need to handle user data responsibly to build trust.

1. The Power of Audience
Shane Cahill,
Agency Development Manager

2. 01001000 01100101 01101100 01101100 01101111

3. Hello
01001000 01100101 01101100 01101100 01101111

4. The World Hello is about :
5 Bytes
of DATA

5. Every day, we produce
2 500 000 000 000 000 000 bytes
of DATA *
* IBM - What is Big Data

6. This would make
Four Millions of Millions
of Books
(4 000 000 000 000 Books - almost 5000x the 20 biggest libraries in the world)

7. All of these books stacked would represent
2x Distance Between
Earth & Moon
(384,400 km / 238,800 mi)

8. What has happened
since I’ve said
“Hello” ?

9. In the last 60 seconds ...
694 rides
Source : Uber

10. In the last 60 seconds ...
400h of Videos
uploaded
Source : Google

11. In the last 60 seconds ...
2.5 Millions
Of requests
Source : Google

12. In the last 60 seconds ...
77k hours
of videos streamed
Source : Netflix

13. In the last 60 seconds ...
123k Transactions
made Priceless
Source : Mastercard

14. In the last 60 seconds ...
75k Transactions
made Online
Source : Statistita

15. In the last 60 seconds ...
591,000
swipes
Source : Tinder

16. Confidential & Proprietary
We no longer go online. We live online.

17. per day
At bus stop, listen
to new music playlist
8:30am
Buy new tent to
take to Glastonbury
11:15pm
Browse festival
styles on YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps to get
directions to
Creole food truck
1:13pm
At work, book
Glastonbury tickets
11:36am
Wake up and
read news online
6:50am
On the bus, read articles
about acts at festival
8:42am
150x

20. Remarketing List, Customer Emails, App Data etc.
Location, Contextual, Behavioural data
Automated Bidding, Dynamic Ads
Use Google’s intent data
Act on insights in real time
Start with your data

21. Find
Grow
Keep
Grow
Keep

22. Similar
Audiences
In-Market
Audiences
Contextual
Audiences
FIND New Customers
New users who
act like your
current users
Users with active
intent to purchase
Users browsing
content related to
you

23. Similar
Audiences
In-Market
Audiences
Contextual
Audiences
FIND New Customers
Your Audience
Similar Audience
Shoppers, Auto Enthusiasts,
Travel Buffs, Sports Fans
Video Software, Miami, Real
Estate, Insurance

24. Ford Reached More of its Best Shoppers at the
Right Moments with Google Display Network
“We learned that there is a unique data insight about our
audience at each stage of the purchase journey. Acting
on those right insights opened the door for us to truly
deliver the right message at the right moment to the right
potential customer.”
60% Increase in website visitors,
half of them were new
3X Increase in average
time spent on site
Chris Masterson
Head of Marketing | Ford, NZ

25. Grow Your Customer Base
Customer Match
Display Remarketing
RLSA
Searching Gmail YouTube Surfing Web Apps

26. Grow Your Customer Base
Customer Match Display Remarketing RLSA
ACME Sneakers
50% off all Red Shoes.
Browse our selection now!
www.acmesneakers.com
ACME Sneakers
Last Day Of 50% Off Sale
Buy Today For Free Delivery
www.acmesneakers.com

27. “Customer Match empowered us to tailor our messages to both
our clients and prospective clients. The strategy has
increased our revenues and decreased our cost per sale.”
Didem Namver
Digital Marketing Manager, Pegasus Airlines
By adopting Customer Match in AdWords, Pegasus
Airlines boosted revenues and decreased
cost per ticket sale:
13% lower cost per acquisition
52% higher click conversion rate
12% more revenue per conversion

28. Keep Your Customer Base
The Future is Real-Time Personalisation with
Audience
● Identify A Person’s Attributes
● Customize Their Experience
● Maximise Your ROI

29. Keep Your Customer Base
Personalization
Drives Higher
Customer
Engagement!
+22%
Increase in
purchase
frequency
+67%
Increase in
website
visits

30. Google Confidential and Proprietary
Even Personalise Your Homepage !
Caribou Coffee remembers your preferences and displays targeted flavors and varieties
according to your previous searches

31. Everyone likes to be privileged. But no one likes to be a Target.
44% users appreciate a personalized experience when buying products
58% would be more loyal to a brand personalizing experience
69% appreciate personalized ad messaging
59% feel more considered as clients
Sources: Rocket Fuel Survey, 2014. Pop. 805. Country : US

32. With Great Power comes Great Responsibilities.
2/3 of large Businesses have suffered a data breach in the past year
Sources: Cyber Security Breaches Survey 2016

33. Amplify your Relationships.
Enchant your Users. Delight your customers.
At scale.