Reaching relevant people online

Aniruddh Jain

Intro

• Graduated with a B.Tech from IIT-G• Started first company in fuel cells at CIIE, IIMA• Pivoted to Power Data Analytics firm by endof first year working with Tata Power and Reliance Energy• Exited in 2012• Joined as Marketing head for an education

startup• Left startup to join Google Large Customer Sales

Clients I work with

Current State of the Internet

Internet in India – Significant Mass & Growing

Source: Comscore; Indian Census; IAMAI Reports

Indians across the country are online

Internet users are from tier 2/3 towns

Penetration in Urban India

150mn

51%

30%

Mobile Internet Users in India

87mn

60%40%

Online Users – India’s core consuming class

Source: IAMAI Report

Of urban internet users are SEC A/B

60%15-24 yrs; 37%

25-34 yrs; 38%

35-44 yrs; 16%

45-54 yrs; 6% 55+ yrs; 3%

Total Pop : 1.2B

Urban (12+) : 240M

Urban Internet : ~99M

SEC A/B (15-44): 50MWomen’s presence online is increasing

Key consuming class is already online

75% are between

15-34 years of age

And their consumption of digital is increasing at a phenomenal pace

Source: Google Internal Data

0

2

4

6

8

10

12

10x growthin the last 5 years

0

50

100

150

200

250

300

250x growth in the last 5 years

60mn people will have Smartphones in 2013

Source: Canalys Q3’12 APAC PC Client Forecast

2011 2012 2013 2014 2015 2016

22M36M

58M

91M

134M

181M

Source: Google Internal Data

1 video played forevery 2.5 search queries

28% of all videos are being consumed on mobile devices

The Many Faces of Marketing Online

• SEO• Blogs• Paid Reviews• PR• Search• Display Banners• Video• Mobile

Paid Vs Free (Pros and Cons)

• Precise reach (demographic, location, device)

• Efficient (more bang per buck)• Leveraging different

mediums/devices instead of sticking to just blog posts/articles

• Extended reach beyond organic

• It’s paid • May sometimes lead to ad

blindness• For some people, less convincing

than inbound content

• Only resources required are time and effort

• Pays over multiple times• In some cases, is more convincing

than paid marketing, hence a better rate of qualified leads

• Very limited volumes• Tougher and tougher for good

content to get heard• Not targeted enough, spillover

issues• Process largely not predictable

Free

ConsPros

Paid

Types of Marketing

• Awareness/Brand Building (Metrics: Impressions, Reach, SEC A/B, GRP/CPRP; Mediums: TV, Radio, OOH, Online Video)

• Strategic/Lead gen (Metrics: CPA, Conv Volume, Quality of leads; Mediums: Search, Print)

Collecting leads online

Anatomy of an online conversion

Impressions

Clicks/Site traffic/Visitors

Sign-ups/Conversions

Increase no. of impressions- By increasing reach through broader targeting- By higher budgets/bids

Increase no. of clicks (CTR)- Through better/convincing/more relevant ad copy- Showing more site entry points per ad or per impression

Increase sign-ups (conversion rate)- Better landing page quality (design, social proof, free trial)- Increasing site speed- Reducing bounce rates by being relevant

What products to use?• Google Search [Search]• Sitelinks [Search]• RLSA [Search]• PLA [Search]• DSA [Search]• Affinity/In-market [Display]• Call extensions [Mobile]• Location extensions [Mobile]

Google Search – 3 pillars

Brand

•Low Volumes•Best Conversion rate (~2-10%)Cate

gory

•Very high volumes•Average conv rate (~0.5-1%)

Competition

•Medium volumes

•Minimal conv rates (~0.1-0.2%)

Ad Rank ∞ Q.S. X Max C.P.C.

CTRAd relevancy

LPQConv Rate

Better position = better CTRs

Top slots = 5-10x Side slots

Three line: 40% average CTR lift

One line: 17% average CTR lift

Help customers navigate to your site faster, driving more volume at higher conversion rates

Ad Sitelinks

Mobile: 30% average CTR lift

Diversify your messaging and direct customers to the most relevant online destinations

Ad Sitelinks

Give customers a choice of offers (demos, whitepapers,

videos, trials) to align with their stage in the purchase process

Help customers self-identify business size or

industry

An easy, scalable and convenient way for advertisers to display their products to interested customers on Google.com

Product Listing Ads

• Can be up 5 PLAs on the top ad slot and up to 8 in the right hand ad slot

• PLAs display a product title, price, image, merchant and promo messages (optional)

Top Right

Social Extensions

• Social extensions link your Google+ page to your ads to combine +1’s and follows from your ads, searches, Google+ page, and homepage

• Extensions available for search and display ads

5 -10%avg. search ad CTR uplift

Source: Google Internal Data, March 2012

“Socialize” your ads and harness the power of personal recommendations by connecting your Google+ Page with search ads

Dynamic Search Ads

Drive incremental site traffic without building long lists of keywords

AdWords for Video adwords.google.com/videoWant to grow your business?Create your ad campaign today!

Headline dynamically generated

Ad template written by you

• Instead of choosing keywords, ads and landing pages, advertisers develop an ad template and a max CPC bid, and their sites are crawled and indexed using similar technologies to Google natural search

• When a relevant search occurs, Google dynamically generates an ad with a headline based on the query, and the text based on your most relevant landing page

Remarketing for Search Ads

Ads are mocks used for examples purposes only

Optimize search ads based on customers’ past site behavior

Create a list of users who visit your site by inserting a few lines of code onto key pages, that will create lists of users who visit these pages.

Click Collect Customize

Step 1 Step 2 Step 3

Remarket to users who visited the Google Jobs site when they later perform relevant searches on Google.com.

Apply a user list to a Google search ad group to restrict traffic to only that list of users. When they search on Google.com, serve an ad with a customized message

Remarketing for Search AdsSegment your messaging based on a searcher’s previous actions

How it works

Pixel placed on your site(or Google Tag Mgr – see Appendix)

“Audience” list of visitors

RLSA

Targeted AdWordssearch campaigns

Targeted GDN ads

Remarketing for Search Ads

Ads are mocks used for examples purposes only

Segment your messaging based on a searcher’s previous actions

IT Decision Maker

Business analytics1

SAS Business Analyticswww.sas.com/analyticsDeliver Actionable Insights. Download Whitepaper Today to Learn More!

Business analytics

SAS Analytics Demowww.sas.com/analyticsWatch a Demonstration of SASBusiness Analytics Solution in Action!

Key Benefits:Expand your reach, improve targeting, enhance performance and avoid duplicative ads

Business analytics2 Business analytics

Remarketing for Search AdsOptimize search ads based on customers’ past site behavior

Remarketing for Search Ads enables advertiser to adjust their

based on whether a customer has previously visited a specific page

Bids

Creatives Keywords

Keyword 2

Keyword 1

Keyword 3

Google Mobile Advertising Solutions

Ads in Search Ads in Apps

Ads in VideoAds in Sites

Mobile Targeting Capabilities

Remarketing

Demographic & Psychographic

Content CategoriesDevice, OS, Carrier

Keyword TargetingLocation

Help customers find your locations with an ad extension that shows your businesses as a blue pin directly within a map on Google.com

Location Extensions

Mobile Example FormatDesktop Example Format

Airport TargetingTarget customers in transit at specific airports

• Over 350 airports available to target• Available for search and display ads

across desktop, tablet and mobile phone

Mobile Conversion Strategies

Generate leads with Communication Ads

Showcase inventory with Product Listing

Ads

Direct customers to specific pages with Sitelinks

“AdMob CPC” app targeting

Reach Them Leveraging Existing Ad UnitsTablets use most of the standard IAB ad units including 300x250, 468x60, 728x90, and can be text based or image

Run banner ads across the AdMob app network to drive traffic and engagement

Reach Them Where They AreFor every 5 minutes spent on a mobile device, 4 of them are spent in apps

Source: ComScoreSource: ThinkB2B Google/Compete Tech B2B Study, 2010

Reach C-Level Executives The C-Suite averages 4+ devices; compared to all other executives who average 2.28

Click to Call Ad FormatsConnect with customers directly over the phone, making it easy for customers to reach you

Display Text Landing Page Search Ad

Click to Call for MobileShow a clickable phone number and url, making it easy for customers to reach you

Search In App

Reach customers who want to call

your business when searching or when

in an app

Drive Digital Downloads with Google

Elevator Pitch

Key Products to Use

• 70% of Android & iOS users spend an average of 81 min a day using apps*

• Reach high-intent consumers who are searching for your business or browsing the mobile web and using apps

• Click-to-download ads allow users to click through to the app market to download your app or digital product. Works across Search & GDN

• App Extensions allow users to click through to your website from the ad headline or to the app market via an ad extension to download your app

Drive downloads or sales of digital goods such as apps, books, music, and movies

Best Practices

• Use AdWords Conversion Tracking to track app downloads resulting from your ads

• Reach the right audience with granular mobile-specific targeting: OS, OS version, device, carriers and specific apps

• Track and optimize ROI across keywords and placements

Source: comScore, Alexa and Flurry Analytics, 2011

Mobile RemarketingClick & App Remarketing enables advertisers to reengage customers

Customer clicks your ad and performs x

Retarget for additional desired action

Automatically generate

retargeting lists

Customer installs and opens your app

Remarket for in-app activity

Automatically generate

remarketing lists

Click Remarketing

App Remarketing

Building a Brand Online

Which products to use?

• Video• Banner Ads• Remarketing

Reach the right person at the right time in the right place

Interest Categories: Show ads based on inferred interests & demographics

Geography: Show ads on based on city or state

Placements: Show ads on websites that you select

Keywords: Precisely match messaging to page content

Topics: Show ads on sites that cater to specific topics

Remarketing:Show ads to those who previously expressed interest

The art of brand building meets the science of performance marketing

Control

Reach the perfect

audience

Targeting

Use multiple formats to tell your brand’s

story

Creative

Receive real-time reports capturing

user feedback

Measurement

Bid and pay only for user engagement

Bidding

Google Display Network Can Target Both Content & Audience

Placement Targeting

Topic Targeting

Remarketing

Interest Category Marketing

Target Content Target Audience

Awar

enes

sD

eman

d G

ener

ation

Keyword Contextual Targeting

• Ads are served on premium and long-tail sites you hand pick

• Example Placements: Forbes.com, allbusiness.com, nytimes.com, businessinsider.com

Hand select the sites where your ads will show

Placement Targeting

Target ads based on categories of interest to your customers

Topic Targeting

Enterprise Technology

1Alternative to selecting individual sites

DataManagement

Networking

2 Over 1750 Topics

• Google uses keywords and themes to find the right placements, showing your ads on pages that are the most suitable match for your message

• Leverage search keyword to build comprehensive targeting lists based on advertiser defined themes

Target ads to consumers based on the content they’re reading

Keyword Contextual Targeting

Interest Category Targeting

500M+daily global internet users

1000+interest categories

All Ad Formatsincluding text

100s ofBillionsimpressions monthly

It’s Big It’s Intelligent

Types of sites

Frequency of visits

Recent visits

Pricing

Real-time auction

No added cost for audience data

Reach those who have previously visited related sites

Interest Category Targeting

Suggested Interest Categories:• Data Management• Enterprise Technology• Business Operations – Management• Business and Productivity Software

97% of new site visitors don’t convert on the first visit to your site

Remarketing

Remarketing

Advantages Reach, Frequency, Diversity Pricing,

Transparency, Control

Google Remarketing:

A Complete Solution to Find Your Customers

Performance LeversAuto OptimizationDynamic Creative

Similar UsersCustom Combinations

Share of UsersList Splitting

Audience IntelligenceAudience Composition Reports

Share of Users

Real Time EnhancementsReal Time Lists

Real Time BiddingReal Time Optimizations

YouTube Ad Products

80%60%40%20% 100%0

Female

Male

Total Internet

YouTube

YouTube Demographics in India

80%60%40%20% 100%0

55+

45-54

35-44

25-34

15-24

Gender

Persons -Age

YouTube in India

YouTube India

Total Unique Visitors per Month

42 Million

Total videos views every month

2.1 Billion

Average Daily Visitors per Month

5.2 Million

Average Minutes per visit

13.6 minutes

Average visits per visitor per month

6.5

% Reach 54%

% SEC AB 70%

Source: YouTube Internal Data, ComScore

Total Internet

YouTube

YouTube: Fast becoming the global video destination

Source: TAM, Comscore, IAMAI, Google. SEC AB 14-34

Dai

ly W

atch

Tim

e (M

illio

n H

ours

)

TV Rank

1 4 6 11

14

4.3

2.8

1.6 1.6

1.2

0.7

0.3

Aaj TakImagine TVZee TVStar Plus Sony Max

2014 2013

YouTube poised to be among top 5 TV channels in 2014

TrueView Product SuiteEfficiently ignite video views with cost per view media where customers have

a choice whether to view the video

TrueView

IN-STREAM TrueView

IN-SLATETrueView

IN-SEARCHTrueView

IN-DISPLAY

Users choose to view or skip your In Stream ad

Users choose to view your ad out of three ads shown

Users choose to click through to view your video while searching on YouTube

Users choose to view your video while on relevant sites across the web

TrueView In-StreamGive potential customers a choice when and how they view your message with this skippable video ad

• Before their selected video play, viewers see a video ad for 5 seconds and then can choose to skip or continue watching the ad

• Advertisers are charged only when viewers watch 30 seconds of the ad and/or watch the entire ad

• Targeting options: Keyword, Category, Placement, Demographic and Interest-based (IBA)

TrueView In-SearchPromote videos against relevant search results to reach customers who are searching for related videos

• Ad appears above YouTube organic search results

• Advertisers only pay when people click the ad and begin watching the video

• Targeting options: Keyword (incl. language and geographic)

• Bonus Call to Action ads can appear in watched video ads

TrueView In-SlateGive potential customers a choice when and how they view your message with this skippable video ad

• Before video plays, viewers choose either to watch an ad from one of three different advertisers, or to see regular commercial breaks during the video

• Advertisers are charged only when viewers watch their ads

• Targeting options: Keyword, Category, Placement, Demographic and Interest-based (IBA)

TrueView In-DisplayTarget relevant video Watch Pages to capture the attention of an already-engaged audience

• Ads appear on the YouTube Watch page where viewers are already watching videos

• Advertisers only pay when people click the ad and begin watching the video

• Targeting options: Keyword, Category, Placement, Demographic, and Interest-based (IBA)

Thank You