Reaching the right audience using data - Dylan Schuyt | Google

Data Driven Audience

Confidential + Proprietary

Confidential + Proprietary

Confidential + Proprietary

Confidential + Proprietary

WHO THEY ARE

WHAT THEY WANT

Confidential + Proprietary

YOUR OWN WEBSITE + GOOGLE’S

AUDIENCE SIGNALS

RIGHT PEOPLE RIGHT

MESSAGES

RIGHT TIME REAC

H

WIT

H

AT

THE

Confidential + Proprietary

Refined audiences based on Google data. Google uses powerful signals derived from its huge amount of data to identify users with qualified interest in your product or brand across the purchase funnel.

Google Audiences

Real-time audiences

Repeated patterns of behavior

Clear intent signals

Efficient targeting

Personalized algorithms

Confidential + Proprietary

“Old” vs. “New”

Targeting@

ScaleData

ROI

Bulk buyingReach

Confidential + Proprietary

Repeated Patterns of Behavior Log into email

Log into social network

Check back into email to share lineup changes with the group

Chat online with friend about the big game

Car safety site for electric cars

Visit blog discussingelectric cars

Revisit manufacturer site to read pricing

options

Visitssite to see options

for car financingBuy new

team jersey

Check football

scores on sports site

Look at statistics

for the team

Read interview

with favorite player

Watch highlights of last week’s

game

INTENT

Reach the most relevant people based on the freshest possible data

Fresh audiences are updated immediatelyUsers no longer showing active intent are removed

INTENT

INTENT

INTENT

INTENT

NO ACTIVE INTENT

NO ACTIVE INTENT

How it works: Audiences Updated in Real-Time

How many impressions are available in a given week on AdWords Display in the Netherlands?

≈27,5B

>10680How many ad size / format variations are

available in a given week on AdWords Display in the Netherlands?

70M signals in 100 ms

PROPRIETARY + CONFIDENTIAL

Data Driven Audience