4. Конвертируем заинтересованную аудиторию_Барни Пирс...
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Конвертируем заинтересованную аудиториюTRANSCRIPT
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Converting Qualified Customers with the Power of Audience Marketing Barney Pierce, Global Head of Audience Solutions, Google
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2.8 Billion Will have internet Access
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1K
20K
100s of Millions
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78% Involves web browsing or
apps
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2,000 gb/s
2007
12,000 gb/s
2012
37,000 gb/s
2017
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The power of signals
Age
Gender
Interests
Source
Duration
Frequency
Recency
Search gmail
YouTube
Web Ads
Strong Relationships Better Performance More Conversions
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Power Of Prediction
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Alexander Dynamically created customized ad
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Collect Segment & Engage Measure & Iterate
Be There Be Relevant Be Optimized
A Framework to Convert Qualified Customers
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Three simple steps
Capture signals your audience leaves on your web properties
Inbound call data, physical interactions in store , CRM, offline conversions
Partners, suppliers, other divisions
Signals from your site Signals beyond your site Signals from your wider business eco-system
Collect
Adwords Smart Pixel
GA Universal Analytics Google Analytics
Google Tag Manager
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Segment Engage
Turning data into insights
Turning insights into action
“We’re surrounded by data; we’re starved for insights”
- JAY BAER. NY Times best selling author & marketing consultant
Activate audience segments
Re-engage past visitors
Expand to engage new customers
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Clickthrough Rate Increase
Segmentation & Remarketing on
Search Ads
Remarketing Lists for Search ads to segment & engage past site visitors on Google search 730%
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CTR 3x higher…
Conversions
75%
Clicks
Returning Visitors
CTR: 12.5% 25% Conversion Rate: 8.1% 50%
Impressions
10%
CTR: 4.2% Conversion Rate: 2.7% 90 %
New Visitors
... CR 3x higher
CTR: 5.0% CR: 4.0%
50%
Returning Visitors: Your most valuable audience
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Google Confidential and Proprietary
Retail Flights Education
Real Estate
Finance Auto Hotels Travel Destina
tion
Car Rentals
Jobs
Engage: Dynamic Remarketing beautiful, high performing ads
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203%
higher conversion rate than regular
display
Segmentation and Dynamic Remarketing
Goal was to create awareness of Storkie brand and product offerings, and to connect with customers
119%
higher conversion rate than regular
remarketing
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Use more SIGNALS to Expand
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Similar Audiences
60%+ 57%+ -9% Revenue Bookings CPA
Expand: Scale your own data insights with Similar Audiences
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Awareness
Consideration
Evaluation
Purchase
Advocacy
Highly qualified users ● Drive higher consideration among people actively
researching and intending to buy ● Next generation of audience targeting for performance
advertisers ● Choose from 14 different segments such as Auto,
Financial Services, Real Estate, Education and more
Expand: Leverage massive, smart audience data and insights to
connect with customers In-market for your product
In-Market Audiences - coming soon to Russia
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Log into email
Log into social network
Check back into email to share reviews with spouse
Revisit manufacturer site to read pricing
options
Visit car safety site for electric cars
Click ad for hybrid to see interior on manufacturer site
Visit blog discussing electric cars
Email friend about car reviews
Visit primary bank site to see options for car financing
In-market audiences distinguishes between interest and intent
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50% 3X
lower CPA on Remarketing Ads
higher CTR on Remarketing Ads
In-Market Audiences
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Measure + Iterate
Optimize in real-time + transparent reporting
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$10 $0.05
$0.75 $1 $0.10 $0.30
Real-time bidding drives performance at scale Target ROAS and Target CPA
Leverage real-time bidding to set your bid in 400ms Analyze 70 million unique variables in each auction +20% conversions when switching from manual bidding to Target CPA +40% ROAS when switching from Target CPA to Target ROAS
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Target ROAS
“With target ROAS, we don’t have bid differently for CPA bids on various placements”– Larry Sweeney, Marketing Manager, eBags
700%
Return on Investment
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Collect Segment & Engage Measure & Iterate
Be There Be Relevant Be Optimized
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Google Confidential and Proprietary
Let’s go find your audience!