Leveraging Micro-Moments: Using PPC When It Matters Most

Google Confidential and Proprietary

Leveraging  Micro-­‐Moments:  Using  PPC  When  It  Ma8ers  Most  

&

Google:  Jesse  Eisman,  Agency  Development  Manager    Jesse’s  role  at  Google  is  to  support  Agency  Partners  by  providing  them  with:  1)  Strategic  insights  for  their  adverDsers,  2)  Exclusive  access  to  “beta”  adverDsing  soluDons,  and  3)  Agency-­‐wide  training  opportuniDes  to  ensure  they  remain  up-­‐to-­‐date  on  best  pracDces.    Prior  to  joining  Google,  Jesse  began  his  career  at  Young  &  Rubicam  AdverDsing  (“Y&R”),  where  he  worked  in  Account  Management  for  Fortune  500  clients  such  as  Philip  Morris  USA,  LG  Electronics,  and  Campbell’s  Soup.  Jesse  holds  an  MBA  from  Columbia  Business  School  and  a  BA  in  Psychology  &  Behavioral  Economics  from  Washington  University  in  St.  Louis.    

Google:  Jonah  Kupperstock,  Agency  Account  Strategist    Jonah’s  role  at  Google  is  to  partner  with  Account  Managers  to  provide  them  with:  1)  Strategic  recommendaDons  to  improve  account  performance,  2)  Latest  product  updates  to  ensure  that  accounts  are  on  the  cu[ng  edge,  and  3)  Timely  troubleshooDng  to  make  sure  that  accounts  receive  the  best  possible  level  of  service.    Prior  to  joining  Google,  Jonah  worked  as  a  consultant  for  Applied  Value,  where  he  aided  in  data  collecDon,  financial  benchmarking  analysis  for  companies  in  various  industries,  and  created  sales  presentaDons  with  improvement  recommendaDons.  

Hanapin  Marke>ng:  Kevin  Klein,  Account  Manager    Kevin  is  an  Account  Manager  at  Hanapin  MarkeDng,  uDlizing  backgrounds  in  music  and  staDsDcal  analysis  of  advanced  sports  metrics  to  approach  PPC  issues  with  a  fresh  perspecDve.  His  Conan  O'Brien  hair  swoop  is  less  pronounced  these  days.  

is  a  cer(fied  

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A.  Less  than  1  year  B.  1-­‐3  years  C.  3-­‐5  years  D.  5+  years      

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a)  I’m  part  of  an  in-­‐house  PPC  team.  b)  I  do  all  the  markeDng  myself.  c)  I  work  with  an  agency.  d)  I’m  a  consultant.  

Poll  QuesDon  #2  

Agenda  

●  Micro-­‐moments  framework  ●  ReinvigoraDng  exisDng  customers  ●  AdracDng  new  customers  ●  Measuring  success  

Web Videos Images Shopping News More Search tools

mi·cro-mo·ment /ˈmīkrō/ /ˈmōməәnt/ noun; plural noun: micro-moments 1. A moment we reflexively turn to a device to act on a need we have that moment – to learn, discover, find or buy something. 2. Intent-rich moment when decisions are being made or preferences being shaped.

About 44,800,000 results (0.37 seconds)

define: micro-moment

Meet Cathy 4:50 PM Tuesday July 29, 2014

outdoor pool

Shape the unscripted consumer journey Influence purchase decisions by delivering content and messaging that is relevant and useful in the moment.

10+

per week spent researching

on mobile

15 hours 74%

get frustrated when offers and ads

appear that have nothing to do with

their interests

of consumers

6 mobile site visits

on average before making a purchase

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%

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 PLACEMENT

MESSAGES FORMATS BIDS FEED SIZE

But real-time relevance is hard to execute at scale

GDN reach on sites & apps

IAB approved creatives

Google Internal

Google’s Customer Journey to Online Purchase Sources: eMarketer

Google Internal

Google Confidential and Proprietary Google Confidential and Proprietary

1. Collect data

3. Optimize bids and personalize creatives

2. Segment your audience

4. Measure the impact

5. Automate decisions

Convert qualified audiences across screens with Google’s AdWords Programmatic Audience Solution

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.

Past Visitors

New Visitors

New Visitors

New Visitors

Segment and reach your best customers when they are looking to buy online

Similar Audiences

Find Intent in the moment

In-Market Audiences

Create Custom Audiences in

AdWords

Custom Affinity Audiences

Similar Audiences

Find Similarity at scale

Find Intent in the moment

In-Market Audiences

Find Similarity at scale

Similar Audiences

Create Custom Audiences in

AdWords Custom Affinity

Audiences

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

2.

Segment and reconnect with your audience on all devices

Product viewers

Homepage visitors

Cart abandoners

Past purchasers Search results viewers

Smart remarketing lists, automatically created for you

2.

Use a dual remarketing strategy to guide customers through your purchase funnel

SUSTAINED PRESENCE LEVELS

Are you an active or a passive advertiser?

You should be both.

Active

RLSA (Remarketing for Search)

Passive

Traditional Remarketing (Display)

ACTIVE ADVERTISING

Are you an active advertiser?

There are searchers who are familiar with your brand

and

who are searching for your product

ACTIVE ADVERTISING

Are you an active advertiser?

There are searchers who are familiar with your brand

and

who are searching for your product

Speak directly to them with RLSA

Remarket under the auspices that your traffic is qualified. Because it is.

Remarket under the auspices that your traffic is qualified. Because it is.

Search Remarketing Strategy Recommendation

Target broadly...literally

Target broadly...literally

Layer your “all visitors” remarketing list with broad match keywords relevant to your product or service broad keyword search term show your ad?

i want to buy a maserati

maserati how much does a maserati cost

where can i get a maserati

if i get a maserati will tiffany go to dinner with me

Here’s your takeaway

Your remarketing list prequalifies your traffic.

Capture all of it

PASSIVE ADVERTISING

Are you a passive advertiser? Remind your potential customers you exist.

Display Remarketing

However long your customer’s journey is there, you can be there for the entirety of it. Keep your brand’s

presence towards the top of your customer’s mind with remarketing on the Google Display

network.

Use a combination of image ads and text

ads to diversify your appeal.

Serve your ad at the moment of purchase

Active Remarketing Passive Remarketing

RLSA Display

Heavy brand presence at moment of purchase

decision

Past Visitors

New Visitors

New Visitors

New Visitors

Segment and reach your best customers when they are looking to buy online

Similar Audiences

Find Intent in the moment

In-Market Audiences

Create Custom Audiences in

AdWords

Custom Affinity Audiences

Similar Audiences

Find Similarity at scale

Find Intent in the moment

In-Market Audiences

Find Similarity at scale

Similar Audiences

Create Custom Audiences in

AdWords Custom Affinity

Audiences

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

2.

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

Target

“similar” lists

Similar Audiences

Custom Affinity Audience

Tailor “creatives” to user profiles

In-Market Audiences

Select “intent” based segment

2.

Add customers to the top of your funnel

Remarketing for New Visitors?

You know the types of people who are likely interest in your product and service.

Google knows how to find

more of them.

Similar Audiences

In-Market Segments

Similar Audiences

Analyzes the browsing history of millions of users on the Display Network, to find users similar to your customers.

As your audience changes, so too does your similar audience.

In-Market Segments

Reach potential customers while they are actively browsing or researching products or services similar to yours.

Classify users based on in-market behavior and purchase intent

Current In-Market Segments

Apparel and Accessories Auto & Vehicles Baby & Children’s Products Computer and Peripherals Consumer Electronics Consumer Software Education Employment Financial Services Gifts & Occasions Home & Garden Real Estate Telecom Travel

Many more segments in beta stages

New Users

Top of Funnel Bottom of Funnel

Similar Audiences

In-Market Segments

2x

conversion rate

60%

decrease in CPA’s

Personalize your message with dynamic creatives as they browse content

3. 3.

Target your customer in the moment.

Brevity is the soul of wit William Shakespeare

The Maturation of Thought

The Maturation of Thought

What is the difference between shampoo X, shampoo Y, and shampoo Z?

What is the best shampoo for hair volume?

Volume shampoo reviews

The Maturation of Thought

What is the difference between shampoo X, shampoo Y, and shampoo Z?

What is the best shampoo for hair volume?

Volume shampoo reviews

Thought in it’s newest (and wordiest) form

What is the best shampoo for hair volume?

Thought begins to refine

Thought is precise

The Maturation of Thought

What is the best shampoo for hair volume?

Volume shampoo reviews

What is the best shampoo for hair volume?

Thought begins to refine

Thought is precise

This used to be where a search was conducted

The Maturation of Thought

What is the difference between shampoo X, shampoo Y, and shampoo Z?

Now it happens here

The Maturation of Thought

What is the difference between shampoo X, shampoo Y, and shampoo Z?

This is the moment that matters.

You want to show your ad here.

Show up in the moment that matters most

Show up in the moment that matters most

Utilize exact match long-tail keywords

●  [what is the best shampoo for volume] ●  [how can i tell the best volume shampoo] ●  [what is the difference between shampoo x and y] ●  [what shampoo should i buy for best volume] ●  [what shampoo will make my hair look good]

Show up in the moment that matters most

Utilize exact match long-tail keywords

●  [what is the best shampoo for volume] ●  [how can i tell the best volume shampoo] ●  [what is the difference between shampoo x and y] ●  [what shampoo should i buy for best volume] ●  [what shampoo will make my hair look good]

Low traffic

Show up in the moment that matters most

Utilize exact match long-tail keywords

●  [what is the best shampoo for volume] ●  [how can i tell the best volume shampoo] ●  [what is the difference between shampoo x and y] ●  [what shampoo should i buy for best volume] ●  [what shampoo will make my hair look good]

Low traffic High impact

Write your copy to appeal directly to the raw thought

Write your copy to appeal directly to the raw thought

Write your copy to appeal directly to the raw thought

Optimize bids to win that second chance, and personalize your message to past visitors as they search

3x conversion

rate

+40% bid adjustment

+100% bid adjustment

3.

B. Customize ad text and Optimize bids

A. Reconnect with past visitors as

they search

2x click through

rate

C. Drive action and see results

Tiered bidding based on customer engagement

Tier 1

Similar Audiences In Market Segments Display Topic/Interest Categories

Tier 1

Similar Audiences In Market Segments Display Topic/Interest Categories

Tier 2

Display Remarketing Low-to-Medium intent keywords

Dynamic Ad Audiences

Tier 1

Similar Audiences In Market Segments Display Topic/Interest Categories

Tier 2

Display Remarketing Low-to-Medium intent keywords

Dynamic Ad Audiences

Tier 3

RLSA High intent keywords

Time on Site

Tier 1

Similar Audiences In Market Segments Display Topic/Interest Categories

Tier 2

Display Remarketing Low-to-Medium intent keywords

Dynamic Ad Audiences

Tier 3

RLSA High intent keywords

Time on Site

Tier 3

Time on Site

Google Analytics Custom Remarketing Lists

Low Engagement Medium Engagement High Engagement

0:00 - 0:45 Time on Site

0:45 - 2:15 Time on Site

> 2:15 Time on Site

Tier 1 Bid Tier 2 Bid Tier 3 Bid < <

Bid more aggressively to your most qualified audiences

Tier 3

Time on Site

Google Analytics Custom Remarketing Lists

Tier 1 Tier 2 Tier 3

0:00 - 0:45 Time on Site

0:45 - 2:15 Time on Site

> 2:15 Time on Site < <

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.

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 purchase funnel

Campaign effectiveness

Compound your marketing

impact with a full-funnel strategy that scales across

devices

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