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Google Marketing Platform -challenges 2020
Our clients come from
Latvia
Lithuania
Estonia
Norway
Netherlands
USA
Spain
Singapore
Spend on advertisement
monthly
more than 1 million EUR
(30 million turnover` 2019)
Google AdsGoogle Display&video 360
FacebookBing etc
Ads automation
Analytics
Social network
Contextual Ads Video & Display
Ads
Call tracking
The only Google Marketing Platform
agency in Baltics
with direct agreement for the service
use
Proprietary + Confidential
The Programmaticfuture in 2020
The PROGRAMMATIC
today
Promotion channels
Audiences
Unique selling
proposition
Price policyMarketing KPIs
Analysis of
competitors
Most likely you have a global
strategy which includes:
PROGRAMMATIC landscape
Marketer Publisher
Programmatic ecosystem
Ad ServingSearch
Management
Display
Buying
Rich
Media
Tag
Management
On-Site
Analytics
Data
Warehouse
Google AdTech ecosystem
Display & Video 360
DSP
Campaign Manager
Ad Server
Analytics 360
Advanced Measurement
Search Ads 360
Search Tag Manager 360Advanced Measurement
Data Studio Advanced Measurement
Optimize 360Advanced Measurement
StudioCreative
Customer journey with Google Marketing
Platform
Data from Display, Video and Search boughtthrough DV360 & Search Ads 360
flows into Campaign Manager & Analytics360
Data from social,email, affiliates
and other paid media is tracked
in Campaign Manager
Search Ads 360
Optimize 360
Data Studio
Export data into easy to read visualisations
Test best onsite content to show
particular audience segments
Tag Manager 360
Deploy tags faster for conversion
tracking, site analytics, remarketing,
and moreDisplay &
Video 360
Campaign Manager
Analytics 360
Re-target audience segment
UploadCRM
Datain A360
Importoffline user
actions
Track usage of websites and apps.
Create segments of users and see the complete user
journey from Adto Sale
Let’s take a closer look at the GMP
Campaign Manager
Ad Server
StudioCreative
Analytics 360
Advanced Measurement
Search Ads 360
Search
Tag Manager 360Advanced Measurement
Data StudioAdvanced Measurement
Optimize 360Advanced Measurement
Display & Video 360
DSP
Display & Video 360 enables
to...
Access high
value inventoryEasily find anddiscover
high-quality inventory.
Reach
your
audienceAccess the best range of
audience data from across
Google platforms
Drive
performance
through
automationUse Google’s machine learning
technology to drive high
performance
smartb
Display & Video 360 access to major digital market places
Including exclusive access toYouTube and Google Display Network
Multiple formats, including...
High Impact Display
TV
Display
Video
Native
Gmail
ads
In-App Ads
Audio
Creative formats
Display Dynamic
Display
Expandable
Display
Lightbox
Interactive
Video
Forced
New Video
Trueview YouTube
Bumper
Mobile
Display
In App
Ads
High Impact
DisplayMasthead
Vertical Video
Skins
Mobile App
Skipad
Skippable Video
Ordered season tickets thismorning
Checks Dallas Mavericksscores everyweek
Watches Kristaps Porziņģis interviews eachweek
Catches up onbasketball news every fewdays
Looking fornew basketball gear
A wide range of audience targeting: how it worksGoogle Affinity, In-Market and demographic data takes a detailed view of user behavior
Google audience data overview
Google affinityGoogle in-
marketDemographics
Reach people based on their specific interestsas
they browse theweb
Reach users based on their desires to purchase specific categories online
Reach people based on their individual
demographic identity
Google: affinity segmentsReach people based on their specific interests
Chose from 200+ signals
Based on user's browsing
patterns and contentdigest
Interests
Lifestyle
Passion
Sports
Segments
Health & Fitness Buffs
Business
Fashion Forward
Sports Fans
Shopaholics
Foodies
Add your audience’s interests
+ Specific basketball team
+ Basketball team players
+ Basdketball
Google: custom affinity segmentsBuild more specific Affinity Segments around certaininterests/passion
Exiting Affinity: Sports fans Custom Affinity: Basketball
Enthusiasts
Exiting Affinity:
Foodies Custom
Affinity: Italian Food
Lovers
Include web pages with content that your users care
about
+ Dallas Maverics teampage
+ Player interviews on YouTube
+ Game replay videos
Google: in-market segmentsFind users based on their desires to purchase online
The active intent of users is updated in real time, based on behaviour across the Google owned properties.
VS
Auto Enthusiast
Downloading
pictures of
sports cars
Watching
videos about
fastest cars
Auto In-Market
Visiting auto
aggregators
Buildingcar
on autosite
Comparing
safety features
on reviewsite
In market for:
Automotive // Flights //
Car insurance //Mortgages
Example Segments:
Abandoned cart; high value prospect;
saw 3+ pages; finished your video; etc.
Your ad is
served, the
user clicks
User latervisits
a publisher
web page
Impression
opportunity is
evaluated in real-time
They meet the custom criteria
you defined, and are included in
an audience list
User has not
yetconverted
They returnto
your site
and convert!
User is found
in your target
audience list.
User visits your
website
Floodlight
Pixel
1st party: remarketingRemarket to users who have visited your site but not converted
Top Tips
Use RMKT lists to make use
of your own first party data.
Customise your remarketing
message based on how far down the
funnel the user already is.
Assign different values to users
based on what action they have
completed on site and adjust bids
accordingly.
Combined audiencesCreate custom combinations between your 1st party, Google data and/or 3rd party lists
Why it is unique
Audience builder across platforms
where you can combine data from all
available sources.
Reuse those combinations across
campaigns
Category and contextual targetingUse category targeting to target your ads based on the content of webpages
News Home Auto Shopping Sports
Keywords
Electric cars Automatic gear Tires Tread
Source: Google Internal Data (Retail) 2016 |Positive & Negative Search Rem VS No Content Targeting
Technology targetingTarget: Browser, Device, Connection Speed, Carrier & ISP targeting
BrowsersAndroidWebkit
Chrome
Firefox
Internet Explorer, versions5–11
Microsoft Edge
Opera
Safari, versions 1 –6
+ Others
Device TypeMobile
Tablet
Desktop
Smart TV
Game Console
+ Others
Specific Device
e.g. Google Pixel
Operating System
(e.g.Windows 8 / iOS 10)
You can target a large majority of software and hardware in Display & Video 360 across:
Proprietary + Confidential
The future ofDisplay & Video 360...
Display & Video 360 will provide a single
tool for planning campaigns, designing
creatives, organizing audience data,
finding and buying media and
measuring and optimizing campaigns.
Proprietary + Confidential
Case study
Proprietary + Confidential
Goal
● Increase revenue from online sales (games)
● Increase downloading of applications
● Find new customers who match target segments
Approach
● to build appropriate creatives
● Automated bidding through Display &Video 360
● to target users most likely to downoad and buy
Results
+72% revenue
Proprietary + Confidential
+29% 160%ROI downloading
applications
Case study: Studio toDisplay & Video 360
Proprietary + Confidential
Goal
● Implement a data-driven approach by consolidating
audience data from Analytics 360 into Display & Video 360.
● Segment audiences from different parts of the site and
serve more relevant ads to these users.
● Increase revenue from online sales
Approach
● to build appropriate creatives
● To combine custom and affinity audiences
● to target users most likely to buy
Proprietary + Confidential
Results
+48%Conversions
-37%CPA
30%Conversions
From the Target Segments
Case study: Display & Video 360
Thank You for Your attention !
Velta Mestere
CEO
Tel. + 371 26494977
realweb.agency