dmsso 2016 - google micromoments, future of adwords, upcoming changes by lucille pickering @google

Micro Moments

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Proprietary + Confidential

VS

Pokemon Brexit

VS

Brexit Pokemon

Calvin Harris

VS

Adele Hello

Bruno Mars…Uptown Funk

VSGame of Thrones

Climate Change

VS

Cats

Dogs



We’re living in a world of moments

IMAGE CORRUPTED

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



New moments are happening

Proprietary + ConfidentialProprietary + Confidential


Micro-Moments The New Battleground for Brands


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.


150 times per day that consumers unlock their phones

So many Bens, so many moments!!!



HOW DO I MAKE SENSE OF EVERY NEW MOMENT?

ARE THEY ALL EQUALLY IMPORTANT?

DO I NEED TO WIN THEM ALL?



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

So focus on the ones the matter!




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



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



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

how do I win the moments that really matter?




How To Win The Moment

PEOPLE INTENT CONTEXT IMMEDIATE NEED

WINNING THE MICRO-MOMENT


Knowing Your Audience Is Table Stakes




70 million

Signals for Targeting People

GOOGLE INTERNAL DATA

People Send Many Signals


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


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


Know What They Want




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



Recognize Their Situation




Context: A Journey And A Destination

cvs 11223

walgreens 285 kings highway

rite aid 11223

flu mist available at Walgreens

flu mist



Simultaneous Screen

Context: Are you ready?LocationDevice Location Location

Distance

0.1Meters

BLE BeaconsHyperlocal MapsLocation Basics

Concurrent Screen


Meet Their Most Pressing Need




57%Of Users Have A Better Opinion Of Brands When They Offer A Good Mobile Experience

Source: MoPowered

Immediate Need: The New Loyalty

http://services.google.com/fh/files/helpcenter/ads_get_ready_for_chrome_autofill_with_wallet.pdf


Immediate Need: Are You Ready?ONE-CLICK TIMELYSHOPPABLE NEW

CAPABILITIES

Buy

CallDirectio

ns

Share Review

WatchDownlo

ad

FAST


We’re living in a world of moments


WIN THE MOMENTS THAT MATTER

Top Five Product Updates 2016

Gmail adsConnect with Gmail users through advanced targetingand a highly engaging native ad format.


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


How it works: Collapsed adA collapsed ad is displayed on the Promotions or Social tab to reach usersright in their inbox


Once the collapsed ad is clicked, the expanded creative opens in the email pane, for 100% share of voice

How it works: Expanded ad

Customer MatchFor YouTube, Search & Gmail

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.

You know your customers

Whois likely to consider?

Whoare my loyal customers?

Whohasn’t bought in a while?

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

Confidential + ProprietaryConfidential + Proprietary

Click to Message Ads

Confidential + Proprietary

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.



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.


The on-the-go mobile consumer will use the channel most convenient for them in the moment.

Website App Phone In Person Messaging

Confidential & ProprietaryConfidential & Proprietary

GDN Responsive Ads

Q3 2016

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

http://www.sharethrough.com/resources/in-feed-ads-vs-banner-ads/

Standard text

Rich media text

Native Responsive text

Responsive image

Native

Today: GDN Text Ads Tomorrow: GDN Responsive Ads

Demographics for Search Ads External Pitch Deck September 2016



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



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.

Confidential & ProprietaryConfidential & Proprietary

Reporting & Bidding Integration for Rules-Based and Data-Driven Attribution Models in AdWords

AdWords Attribution

Confidential & Proprietary

12

100%12 conversions

Last Click

While users often click on multiple ads before they convert, advertisers usually credit only the last clickMODE

L:


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


Position-based

Data-Driven

Linear

Time Decay

Introducing Data-Driven attribution models

First ClickLast Click

Thank you

dmsso 2016 - google micromoments, future of adwords, upcoming changes by lucille pickering @google

Marketing