how to build a connected brand with google enhanced campaigns - icrossing

The Future of Media How Google Enhanced Campaigns benefit

connected brands

A iCrossing and Google Braintrust Webinar

Wednesday, March 20, 2013

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2

With you today…

Surojit Chatterjee

Head of Global Mobile Search Ads Product

Google

Jonathan Adams

Senior Vice President, Media

iCrossing

#iCinsight


Driving the future of connectedness

for 15 years and counting…


Why are we here today?

• Changing consumer behavior

• Implications for businesses and marketers

• Introducing enhanced campaigns

• iCrossing’s experience to date

Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

People’s changing behavior


Consumer behavior

Implications for businesses and marketers

Introducing enhanced campaigns


We are constantly connected


We search for everything

Nail salons

Downtown Bakery

Mattress sales

AMC show

Weather forecast

Dyson D35 vacuum

Chase ATMs

Pizza

Bose headphones

Macy’s hours

Movie reviews


We search for everything… at any time

12:40 pm

Nail salons

1:45 pm

Downtown Bakery 2:30 pm

Mattress sales

3:40 pm

AMC show

7:10 am

Weather forecast

9:06 am

Dyson D35 vacuum

8:12 am

Chase ATMs

7:30 pm

Pizza

2:42 pm

Bose headphones

2:35 pm

Macy’s hours

Movie reviews

4:30 pm


We search for everything… across devices

12:40 pm

Nail salons

1:45 pm


Mattress sales

3:40 pm

AMC show

4:30 pm

7:10 am

Weather forecast

9:06 am

Dyson D35 vacuum

8:12 am

Chase ATMs

7:30 pm

Pizza

2:42 pm

Bose headphones

2:35 pm

Macy’s hours

Movie reviews


We search for everything… from anywhere

12:40 pm

Nail salons

1:45 pm


Mattress sales

3:40 pm

AMC show

4:30 pm

7:10 am

Weather forecast

9:06 am

Dyson D35 vacuum

8:12 am

Chase ATMs

7:30 pm

Pizza

2:42 pm

Bose headphones

2:35 pm

Macy’s hours

Movie reviews


These are the moments that matter

7:30 pm

Pizza


Millions of people. Billions of moments that matter.

7:30 pm 10:30 pm

1:27 pm

1:16 pm

10:30 am 2:00 pm

6:31 pm 10:30 am

8:30 am 12:00 pm

6:31 pm

8:25 am 9:05 pm

10:30 pm 11:14 am

10:26 am

7:21 pm 10:26 am 11:14 am 10:30 pm

6:31 pm 7:21 pm 10:26 am 10:30 pm

11:14 am 2:55 pm

5:30 am 2:00 pm

6:30 pm 4:20 pm 5:00 pm 5:30 am 11:14 am

4:20 pm 12:00 pm 5:30 am 7:21 pm 10:30 pm


Each person wants relevance – to each of her own moments

10:30 pm

Pizza

11:14 am

Pizza

7:30 pm

Pizza


Consumer behavior




Results are powered by relevance.

Relevance

Results


Search gave us intent

Intent What's on her mind

Pizza


A constantly connected world gives us context

Intent Context What's on her mind Her device

Her location

Her time of day

7:30 pm

Pizza


Together, intent & context explode possibilities for relevance

Intent Context What's on her mind Her device

Her location

Her time of day

pizza

Saratoga Pizza $3 Slices

m.saratogapizza.com

Enjoy our $3 counter slices.

Or try a $10 carryout dinner.

Directions - $10 Dinner Specials

1.1mi Call


Relevance is not one-size-fits-all


m.saratogapizza.com




1.1mi Call

On a smartphone

Downtown

7:30 pm

Saratoga Pizza for Lunch – Order online, ready in 15 mins. www.saratogapizza.com/

Fast, free delivery or dine in.

Order Online Now

Delivery Map

2 Large Pizzas for $15

Party Menu & Delivery

118 people +1'd or follow Saratoga Pizza

On a laptop

At home

11:14 am

Pizza Pizza


We've been using devices as a proxy for context


m.saratogapizza.com




1.1mi Call

pizza


But device types are blurring


m.saratogapizza.com




1.1mi Call

pizza


Measurement must value more complex conversion paths

Moment Search Conversion Report


Consumer behavior




8:25 am 8:25 am 8:25 am 8:25 am 8:25 am

8:25 am 8:25 am

8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am

8:25 am 8:25 am

8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am

8:25 am 8:25 am

8:25 am 8:25 am 8:25 am 8:25 am 8:25 am

8:25 am 8:25 am 8:25 am 8:25 am

8:25 am


8:25 am 8:25 am 8:25 am 8:25 am

Enhanced campaigns help you reach people in the moments that

matter across all devices, with smarter ads that are relevant to

intent and context.


Key features of enhanced campaigns

Powerful tools

for the multi-device

world

Advanced reports

to measure more

conversion types

Smarter ads

for varying user

contexts


Powerful marketing tools for the multi-device world

Bid adjustments

Location

Time

Device

+20%

+5%

+10%

-10%

+20%

0%

1.08x bid 1.39x bid

5:23 pm

Monday

Mountain

View

On laptop

7:30 pm

Friday

Palo Alto

On phone


Easily adjust bids for any location

United States

Canada

California, United States

Mountain View, California, United States

Palo Alto, California, United States

+0%

+0%

+0%

+0%

+0%

Targeted locations

Total - all locations

Total - all other locations

Total - all locations

Bid adjustment

United States

Canada



Palo Alto, California, United States

+0%

+0%

+0%

+0%

+0%


Easily adjust bids for different devices

United States

Canada



+0%

+0%

+0%

+0%

Targeted devices

Total – all devices

Total – all devices

Bid adjustment

Desktop and laptop computers

Mobile devices with full browsers

Tablets with full browsers

Fixed: +0%

+20%

Fixed: +0%


Customized ads and extensions for mobile

Mobile Device preference




1.1mi Call

PizzaHouse $3 Slices

m.pizzahouse.com




1.1mi Call


m.saratogapizza.com




1.1mi Call


Scheduled extensions

Sat

Fri

Saratoga Pizza– Order online, ready in 15 minutes.

www.saratogapizza.com/


Order Online Now

Delivery Map

$7 Dine-in Lunch Specials

Office Delivery Menu


Saratoga Pizza – Order online, ready in 15 minutes.

www.saratogapizza.com/


Order Online Now

Delivery Map

2 Large Pizzas for $15

Dinner Side Salads and Desserts



Upgraded sitelinks available for each ad group

Tournament quality balls - $15/doz

Pressureless tennis balls - $14/doz

Kids foam tennis balls - $16/doz

Cage ball basket - $15

Men's rackets

Women's rackets

Kid's rackets

Clearance rackets - 30% off

Ad group 1 Ad group 2

Enhanced Campaign


Performance reporting for each sitelink

Sitelink Status Clicks Impressions CTR Cost Avg. position

$4.72 Eligible

Eligible

Disapproved $9.78

$12.76

$38.97 Total - all sitelinks

Shop All

Track an Order

Store Locator

7 874 0.08% 1.7

34 622 2.93% 2.1

6 498 0.50% 1.9

258 3,614 7.01% 2.7


Advanced reporting to measure more conversion types

In-store offers Cross-device

Calls Digital downloads


Simplified campaign management

50

= 200

2 2

Legacy

Campaigns

= 1 Enhanced

Campaign

OR


iCrossing’s experience

to date


Enhanced campaigns today

iCrossing has been closely aligned with Google on the roll out of

enhanced campaigns globally – and have tested the new

functionality for several months across a variety of clients:

Profile Global leader in

the beverage

industry

Objective Branding and

Engagement

Premium

spirits brands

Category

differentiation

National network of cancer

hospitals and treatment

centers

Performance marketing

and acquisition

Client A Client B Client C


Preliminary client experience

Performance (ROI)

Complexity


Bottom line

• Enhanced campaigns can:

– Simplify many of our clients’ most complicated

initiatives

– Improve overall ad performance by adding

location, time of day and device level

optimization at scale

– Give marketers and agencies the tools to

create smarter ads

Q&A

Stay Connected with iCrossing

Find out more at www.icrossing.com

Call us toll-free at 866-620-3780

Email us at [email protected]

Connect with us on Google+

https://plus.google.com/+iCrossing

Follow us on Twitter

@icrossing and @thecontentlab

Become a fan at

Facebook.com/icrossing

#iCinsight


Thank you

how to build a connected brand with google enhanced campaigns - icrossing

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