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Real Time Audience Buying with Google Thibault Oberlin – Regional Product Expert
agenda ● the importance of data in digital marketing
● reaching the right audience with precision & scale
● turn insights into action
● Q&As
91% of marketers believe data drives success for campaigns
*The 2012 BRITE/NYAMA Marketing in Transition Study – Columbia Business School
A fundamental shift has already happened with consumers
Age
Gender
Interests
Duration
Frequency
Recency
Search gMail
Web Ads
Strong Relationships Better Performance More Conversions
promise of data: precision
How do you do to deliver real time, relevant, personalized messages to your customers at scale?
precision & relevance drives performance Example: dynamic remarketing drives a 450% higher CTR* than remarketing alone
Dynamic remarketing is a great example of top relevance for effective messaging
challenge: bidding right for the right user ?
?
?
?
?
?
Businessman Music Teacher
Hair Stylist
Chef
College Graduate
Designer
the solution: real-time bidding 0.30 руб
3 руб
0.05 руб
0.70 руб
10 руб
1.25 руб
Businessman Music Teacher
Hair Stylist
Chef
College Graduate
Designer Audience Targeting +
Real Time Bidding =
Precision at Scale
Audience Targeting and real-time bidding bring together real time audience buying
Leverage real-time bidding to set your bid in 400ms Analyze 70 million unique variables in each auction Evolutionary power of 10 competing machine-learning models
Conversion Optimizer
challenge: economics of bidding the example of manual bidding with a fixed CPC
pCV
Cost
5.00 руб
1.00 руб
1. Probability of conversion for every impression (pCV)
2. With Max CPC, you set a flat bid (1 руб)
3. This yields one inefficiency if you bid too much
4. If you ever assume the client has a break-even CPA (5 руб)
5. There is a second inefficiency in which you bid too little
Break-even CPA
Bid
automated bid strategies: overview
Enhanced CPC
Target CPA
Target ROAS
economics of bidding in the auction: eCPC
pCV
Cost
5.00 руб
1.00 руб
Enhanced CPC
Modifies bidding by + / - 30% to improve chance of conversions depending on the probability of conversion
Campaigns in which you want to meet CPC goals and improve the chance of conversions. This can work well for customers factoring in view-through conversion data.
Require conversion tracking
Cost
5.00 руб
pCV
economics of bidding: target CPA Target CPA
Campaigns in which you want to automate bidding, but still have control of targeting.
Require conversion tracking
Modifies bidding to improve chance of conversions depending on the predicted conversion rate
Cost 5.00 руб
pValue
economics of bidding: target CPA Now if we look at the transaction value itself…
1. Every conversion carries a probable value (pValue)
2. With Target CPA, you set your
Target CPA 3. And we use our algorithm to
predict your conversion rate (pCVR)
There is bid inefficiency everywhere!
Cost
10:1 руб
pValue
economics of bidding: target ROAS
Target ROAS
Modifies bidding to improve value of conversions depending on the predicted conversion value
Campaigns in which you want to automate bidding and have a concrete ROI target
Require conversion tracking and conversion values
Improved performance with RTB
1. Target ROAS paired with remarketing yields a 9% increase in ROI
2. Target ROAS paired with
dynamic remarketing yields a 40% increase in ROI
Remarketing & Target ROAS
Dynamic Remarketing & Target ROAS
9%
40%
*Google Internal data
sharing conversion values is critical Setting up conversion values by conversion type Specify a conversion value per conversion type (via Conversion Settings Page)
Setting up conversion values dynamically by transaction Dynamically pass through each conversion/transaction's order value (via code snippet on Thank You page)
Input values:
use flexible bidding strategies for RTB in AdWords
Flexibility
Optimize for goals independent from campaign hierarchy (assign strategies to KWs, ad groups, or campaigns)
Advertisers will have more control than ever (varies per strategy). Example: bid limits in Target ROAS
Detailed reporting per strategy
Control Reporting
before flexible bid strategies...
Campaign 1 Campaign 2 Campaign 3
Conversion Optimizer (Target CPA)
Enhanced CPC Manual Bidding
Shopping Cart Abandoners
Product Viewers
Homepage Visitors
automate bids with flexible bid strategies to increase performance and save time
with flexible bid strategies
Campaign 1 Campaign 2
Ad group: Shopping Cart Abandoners
Ad group: Return Buyers
Ad group: Homepage Visitors
Ad group: Product Viewers
Target ROAS Enhanced CPC Manual Bidding
Manual Bidding Target CPA (flexible Conversion Optimizer)
Enhanced CPC
getting started
Share conversion
values
Determine targets
Create strategy Assign strategy
3 pillars of Audience Marketing
BE THERE
BE RELEVANT
BE OPTIMIZED
questions
thank you