dmsso 2016 - google micromoments, future of adwords, upcoming changes by lucille pickering @google
TRANSCRIPT
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Micro Moments
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Proprietary + Confidential
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VS
Pokemon Brexit
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VS
Brexit Pokemon
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Calvin Harris
VS
Adele Hello
Bruno Mars…Uptown Funk
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VSGame of Thrones
Climate Change
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VSGame of Thrones
Climate Change
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VS
Cats
Dogs
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VS
Cats
Dogs
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We’re living in a world of moments
IMAGE CORRUPTED
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Proprietary + Confidential2%
Of Companies Are Set Up To Identify, Deliver On, And Measure Moments
Forrester Consulting Thought Leadership Paper Commissioned By Google“Moments That Matter: Intent-Rich Moments Are Critical To Winning Today’s Consumer Journey”July 2015
But most of us aren’t ready for them
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New moments are happening
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Micro-Moments The New Battleground for Brands
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Meet Ben
1800 Contacts
His unexpected eye problem one morning leads to a doctor’s visit – and a new order for contacts, researched on the go.
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Proprietary + Confidential
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150 times per day that consumers unlock their phones
So many Bens, so many moments!!!
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HOW DO I MAKE SENSE OF EVERY NEW MOMENT?
ARE THEY ALL EQUALLY IMPORTANT?
DO I NEED TO WIN THEM ALL?
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HOW DO I MAKE SENSE OF EVERY NEW MOMENT? YOU CAN’T
ARE THEY ALL EQUALLY IMPORTANT? THEY’RE NOT
DO I NEED TO WIN THEM ALL?YOU DON’T
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So focus on the ones the matter!
Proprietary + Confidential
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Lots of moments every day
7:05am Text Beth
7:30am Look at To Do List
7:48am Post Photo of my
breakfast
8:12am Read text from Beth
1:23pm Text Jim
2:20pm Take picture of riverfront
2:25pm Post picture of riverfront
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Only some really matter
7:15am Find breakfast place
7:35am Watch how-to video
8:43am Research vacations
10:07am Shop
running shoes
1:40pm Watch style tips
video
4:02pm Look up mortgage
rates
4:08pm Research running
apps
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What mattered in Ben’s case?
Ben needed to start researching contacts immediately on his mobile phone. Later, back at home, he needed to pick up where left off and purchase from his computer.
Ben, 32, hairstylist
To order new contact lenses, after a medical scare caused him to throw his old ones out.
WHO HE IS
11:57am, in his friend’s carHIS CONTEXT
HIS INTENT
HIS IMMEDIATE NEED DIDN’T-PLAN-FOR-THIS-MOMENT
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how do I win the moments that really matter?
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How To Win The Moment
PEOPLE INTENT CONTEXT IMMEDIATE NEED
WINNING THE MICRO-MOMENT
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Knowing Your Audience Is Table Stakes
PEOPLE INTENT CONTEXT IMMEDIATE NEED
WINNING THE MICRO-MOMENT
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70 million
Signals for Targeting People
GOOGLE INTERNAL DATA
People Send Many Signals
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People: Not Always Who They Say They Are
People who seem like they’d probablybuy stuff
People who said they liked
stuff 6 months ago
People who need stuff right
now
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INTEREST
DEMOGRAPHIC
People: Which Signals Matter?NEW PEOPLE PEOPLE YOU KNOWI’M STILL ME!!
VISITS/VIEWS
PURCHASES $$$
PROVIDES INFO
IN YOUR CRM
DEVICE-TO-DEVICE
SEEKS YOU AGAIN
USES LOYALTY CARD
WEB-TO-PAYMENT
DOWNLOADS
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Know What They Want
PEOPLE INTENT CONTEXT IMMEDIATE NEED
WINNING THE MICRO-MOMENT
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web-to-app
Intent: What does the consumer want to achieve?NEW QUERIES NEW INPUTS NEW RESULTS NEW
CAPABILITIES
“don’t make me type to reach your
brand!”play-to-app
assisted searchnearest coffeemuseum hoursdirections to malldealership reviewsflight delays
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Recognize Their Situation
PEOPLE INTENT CONTEXT IMMEDIATE NEED
WINNING THE MICRO-MOMENT
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Context: A Journey And A Destination
cvs 11223
walgreens 285 kings highway
rite aid 11223
flu mist available at Walgreens
flu mist
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Simultaneous Screen
Context: Are you ready?LocationDevice Location Location
Distance
0.1Meters
BLE BeaconsHyperlocal MapsLocation Basics
Concurrent Screen
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Meet Their Most Pressing Need
PEOPLE INTENT CONTEXT IMMEDIATE NEED
WINNING THE MICRO-MOMENT
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57%Of Users Have A Better Opinion Of Brands When They Offer A Good Mobile Experience
Source: MoPowered
Immediate Need: The New Loyalty
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Immediate Need: Are You Ready?ONE-CLICK TIMELYSHOPPABLE NEW
CAPABILITIES
Buy
CallDirectio
ns
Share Review
WatchDownlo
ad
FAST
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We’re living in a world of moments
PEOPLE INTENT CONTEXT IMMEDIATE NEED
WIN THE MOMENTS THAT MATTER
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Top Five Product Updates 2016
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Gmail adsConnect with Gmail users through advanced targetingand a highly engaging native ad format.
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Why email?Drive awareness and influence purchase decisions by delivering content and messaging where people keep coming back
86%of people globally use email – more than any other type of daily digital activity
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How it works: Collapsed adA collapsed ad is displayed on the Promotions or Social tab to reach usersright in their inbox
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Once the collapsed ad is clicked, the expanded creative opens in the email pane, for 100% share of voice
How it works: Expanded ad
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Customer MatchFor YouTube, Search & Gmail
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Customer Match helps you strengthen connections with your known customer base and forge new relationships across three of the web’s most powerful platforms: YouTube, Gmail and Search.
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You know your customers
Whois likely to consider?
Whoare my loyal customers?
Whohasn’t bought in a while?
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How Customer Match worksUpload first-party data in AdWordsas an audience listLists are uploaded via a privacy-safe, hashed method
AdWords matches your email addresses to Google accounts Once we create your audience list, we discard all data
You target or exclude your new audience list across devices and channelsImprove reach of your Search, Gmail and YouTube campaigns AdWords generates ‘Similar Audience’ lists from original email lists (when eligible)Available for only Gmail and YouTube
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Click to Message Ads
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Introducing:Click to Message Ads
Consumers will interact with your business on their terms, Click to Message gives your ads a new tool so that your business doesn't miss a single opportunity.
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Example workflow
User taps Extension, which launches the SMS application with a pre-loaded message for them to send.
A sent message is received by the business.
A timely response to the user will help engagement.
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The on-the-go mobile consumer will use the channel most convenient for them in the moment.
Website App Phone In Person Messaging
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GDN Responsive Ads
Q3 2016
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Responsive Ads are designed to adapt to their surroundings
and create the perfect ad to fit into any slot on the GDNResponsive
text
More conversions at a competitive CPA
In early tests, advertisers have typically seen a 15% increase in
reach at similar performance compared to standard text ads
Responsive image
Native
ImageHeadline
Description, Logo, and Name
Greater creative input for advertisers
Upload images, headlines and descriptions that meet your
brand guidelines
Creative assets
Drive awareness beyond the click
Native ads are viewed 53% more often than banner ads
1
2
3
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Standard text
Rich media text
Native Responsive text
Responsive image
Native
Today: GDN Text Ads Tomorrow: GDN Responsive Ads
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Demographics for Search Ads External Pitch Deck September 2016
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Demographics is an AdWords feature that allows advertisers to modify keyword bids for ages and genders*, helping make sure advertisers reach higher value demographics through more effective
AdWords Search Campaigns.
What is ‘Demographics for Search Ads’?
Device Language
Location
Keyword
Existing AdWords targeting criteria Demographics for Search Ads
Daypart
Demographics to expand your brand to1
2 Higher-converting demographics
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How does it work? Demographic Data
Declared Data Inferred Data Age and Gender Ranges
=+
Using a combination of declared and inferred data, demo ensures you are reaching the right customer while they’re searching.
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Reporting & Bidding Integration for Rules-Based and Data-Driven Attribution Models in AdWords
AdWords Attribution
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12
100%12 conversions
Last Click
While users often click on multiple ads before they convert, advertisers usually credit only the last clickMODE
L:
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MODEL:
Fractional conversion credits allocated to each Search keyword based on selected model
Attribution modeling enables advertiser to reallocate conversion credit using alternate models
40%4.8 conversions
40%4.8 conversions
12
Position-Based
20%2.4 conversions
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Confidential & Proprietary
Position-based
Data-Driven
Linear
Time Decay
Introducing Data-Driven attribution models
First ClickLast Click
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Thank you