Audience on Search May 3 2016 Intro to Google Search Audiences Agenda Proprietary Confidential Audience Intent Google Search Audience Products Intro to Google Search Audiences Intro to Google Search Audiences ID: 557035
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Slide1
Audience + Intent= Power
Audience on Search
May 3
2016Slide2
Intro to Google Search Audiences
Agenda
Proprietary + Confidential
Audience + Intent
Google Search Audience ProductsSlide3
Intro to Google Search Audiences
Intro to Google Search Audiences
Audience + Intent
Google Search Audience Products
Proprietary + ConfidentialSlide4
t
Google has robust audience products across all platforms
Audience at Google
Proprietary + ConfidentialSlide5
t
Today, we will focus only on Audiences on
Search
Proprietary + ConfidentialSlide6
t
Proprietary + Confidential
Audience + Intent
Intro to Google Search Audiences
Google Search Audience Products
Audience + IntentSlide7
t
Your Data
Customer Match Remarketing Lists for Search Ads (RLSA)
What is Audience + Intent?
Proprietary + Confidential
Google Data
Similar Audiences Demographics for Search Ads
All the power of Google Search
+
Proprietary + ConfidentialSlide8
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Keywords are the most powerful intent signal availableSlide9
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But audience data had dramatically changed things
For example,
a
gluten-free, vegan, organic granola company cannot afford to bid on the keyword ‘granola, ’ unless they know that the user searching for that keyword is a potential customer.
Bidding up
Bidding downSlide10
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How we got here
RLSA
Reach higher-value audiences for more effective AdWords campaigns.
DFSA (beta)
Add Demographic signals and focus on a specific gender and age on Search.
Shopping Remarketing Lists
Bring the power of audience data to Shopping campaigns.
Customer Match
H
elp
strengthen connections with your known customer base.
Google Analytics RLSA
Increase s
egmentation and list capabilities dramatically
through
integration with GA
.
Similar Audience (beta)
Reach new users with similar search behavior.
2013
2014
2015
2016Slide11
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20
%
average increase in conversions rate
53
%
average CPA decrease for conversions from an RLSA user list vs. entire campaign
10
%
average increase in conversions for advertisers that use RLSA vs. advertisers that do not use RLSA
Audience + Intent is valuable, and we can prove itSlide12
t
t
Proprietary + Confidential
Intent + Audience
Intro to Google Search Audiences
Google Search Audience Products
Google Search Audience ProductsSlide13
t
Remarketing
Lists for
S
earch Ads (RLSA)
Reach and prioritize past site visitors with RLSA Proprietary + Confidential
To implement RLSA, you must place a RMKT/GA/Container tag on your website.
Users already familiar with your site, products or brand are 20% more likely to convertSlide14
t
Virgin Experience Days
increased ROI by 34% using DSA with RLSA
281
%
increase in CTR
Compared to DSA campaigns not using RLSA, DSA+RLSA delivered:Improve performance with RLSA + DSA
Proprietary + Confidential
230
%
increase in
conversion
rate
13.7
%
increase in total flights bookedSlide15
t
Lapsed Customer
Contract Expiring
Customer Match
Use your offline / CRM
data
to target customers
Enrolled in Contest
Just Purchased
Loyal Buyer
Created an Online Account
....and
deliver the right message
to build relationships and drive action.
Reach new and existing customers
across devices when they want to hear from you...Slide16
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Customer Match
Use your offline / CRM data to target customers
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Customer Match proving to perform!
“
13
%
Lower
cost per acquisition
52
%
Higher
Clicking convers
i
on rate
12
%
32
%
Customer Match empowered us to tailor our messages to both our clients and prospective clients. The strategy has increased our revenue and decreased our cost per sale.
”
— Didem Namver,
Digital Marketing Manager, Pegasus Airlines
Higher
revenue per conversion
Higher
Click-through rateSlide17
This box represents all of your search traffic
Google Data
No Audience Data
Improve
performance
by optimizing search campaigns for all audiences
The combination of all audience
data
will give you the largest reach and impact
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Remarketed traffic
Similar User data
Demographic data
Customer Match traffic (CRM)
Your DataSlide18
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Vertical level example:
RetailSlide19
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56
%
35
%
average CPA decrease for conversions from a Search Audience list vs. entire campaign
average CPA decrease for conversions from an RLSA user list vs. entire campaign
RLSA is already making a big difference for Retail
Shopping Campaigns Ads
Retail Text Ads
Source: Google Internal Data - May 2015Slide20
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3Q Digital Search Audience SuccessSlide21
RLSA Strategies @ 3Q
Amplification
Boost bids for groups more likely to convert. Layer with audience data.
Customer Match- Upsell to existing customers, loyalty/retention assist (esp. on competitor terms) Correlate CVR to GA segments (Time on Site, Page Depth) to access KWs otherwise not affordable
Combine with Dynamic Search ads, Broad Match KWs for relevantly testing into scaleSlide22
Suppression
Customer Match- remove existing customers from search targets (hello, brand campaigns)
Decrease bids for groups less likely to convert. Layer with audience/demographic data.
Conquesting
Aggressively position on competitive terms in research deep verticals
Leverage GA lists based off research deep pages (ie: features, pricing, etc)Target KWs only your competition does with purpose
Very deliberate ad copy for those shopping around. Be creative
RLSA Strategies @ 3QSlide23
Leading online fitness retailer targeted CRM list of past purchasers who had not engaged on the site in 6 months
Resulted in a 76% increase in CVR relative to average brand and non brand performance
Customer MatchSlide24
180% Increase in ‘Opportunities’
82% increase in Lead to Opportunity rate
22% Decrease in CPA
Customer Match + Similar Users In GSPSlide25
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Thank YouSlide26
t
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Audience +Intent
Intro to Google Search Audiences
t
Google Search Audience Products
Practitioners guide to search audience products
Practitioners guide to search audience products
tSlide27
Combine audiences to improve performance
Google’s audience types should be complementary when used together
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Customer Match traffic (CRM)
Similar User data
Demographic data
No Audience Data
People who’ve interacted with your website
People who’ve yet to interact
People who’ve interacted with your brand
Remarketed traffic
Customer Match traffic (CRM)
Similar User data
Demographic data
No audience data yetSlide28
Add all audiences to all Search campaigns as bid only, and bid
based on value.
List
Example Bid adjustment
Clicks
Conversions
CPA
RLSA Cart Abandoners
+100%
10,000
500
5
Similar to: RLSA Cart Abandoners
+50%
8000
300
7
Customer Match: Lapsed purchasers (>180 days)
+10%
2000
80
5
Demo: Female
+5%
1000
50
8
Combine audiences to improve performance
There are many different list types now. How should I implement them and how do they work together?
Proprietary + Confidential
• AdWords will only consider the most valuable list eligible in the auction.
• AdWords determines list value by the bid adjustments set for each list.
• Use initial bid adjustments in accordance to your best estimate of value, and then adjust as you go.Slide29
RLSA Strategies @ 3Q
Amplification
Boost bids for groups more likely to convert. Layer with audience data.
Customer Match- Upsell to existing customers, loyalty/retention assist (esp. on competitor terms)
Correlate CVR to GA segments (Time on Site, Page Depth) to access KWs otherwise not affordableCombine with Dynamic
Search ads, Broad Match KWs for relevantly testing into scaleSlide30
Suppression
Customer Match- remove existing customers from search targets (hello, brand campaigns)
Decrease bids for groups less likely to convert. Layer with audience/demographic data.
Conquesting
Aggressively position on competitive terms in research deep verticals
Leverage GA lists based off research deep pages (ie: features, pricing, etc)Target KWs only your competition does with purpose
Very deliberate ad copy for those shopping around. Be creative
RLSA Strategies @ 3QSlide31
Leading online fitness retailer targeted CRM list of past purchasers who had not engaged on the site in 6 months
Resulted in a 76% increase in CVR relative to average brand and non brand performance
Customer MatchSlide32
180% Increase in ‘Opportunities’
82% increase in Lead to Opportunity rate
22% Decrease in CPA
Customer Match + Similar Users In GSP