Download - Personalisation in Search
Getting personal with
searchMarch 2015
Peter Young - MediaCom
Consumers are increasingly exposed to personalised marketing
That was a perspective of 2054……
……Made in 2002……
In 2002, Google wasn’t even the dominant search engine
February
- ‘Google Search Appliance’, the 1st
Google enterprise product released
- AdWords introduces cost-per-click pricing
April
- 1st API release
May
- Google Labs launched
September
- Google News launches
October
- A few months after 1st employee in Australia starts selling AdWords from her lounge room, Google opens their office in Sydney — the 2nd office after Japan in APAC.
- First local AdWords client is eBay Australia
December
- Froogle launches (rebrands to Google Shopping in 2012)
To put it in context many products only started their existence in 2002
Search queries were estimated to be under a 100 billion, well short of the over 2 Trillion searches undertaken in 2014
0
500,000,000,000
1,000,000,000,000
1,500,000,000,000
2,000,000,000,000
2,500,000,000,000
1998 2000 2007 2008 2009 2010 2011 2012 2013 2014
Google is now able to understand context
“beats headphones”
Explicit query
“beats headphones”
Explicit query
mobile User, in London on 26/3
@ 11:00am
Implicit query
How many of you remember this?
As a result Google has a wealth of information on you
Your Gender – Google Profile
Your Age – Google Profile
What sites you like – Web
History/Google Profile
Who your friends and contacts are –
Android/Gmail/Google+
Your usage patterns – Web History
Your browsing habits – Web History
Potentially what your doing –
Calendar
And if you use Google Now…….
As a result they potentially know more than you think
Google Ad Preferences
https://www.google.com/settings/u/
0/ads
Googles understanding of you
RLSA
DLSA
Youtube Retargeting
Gmail Sponsored Ads
Google+ Post Ads
And the list is growing
This has opened up a wealth of new advertising opportunities to advertisers
As an advertiser this gives you far more control over where and when your ads can be shown
This doesn’t change the fact that you need to get the basics right
Beyond just prospecting vs re-
targeting, let your customer journey
dictate your RLSA strategy.
The closer someone gets to
converting the more likely they are to
convert on a 2nd visit.
Yet the majority of your investment is
where there is much less chance of
converting, so bid modifiers will
ensure that you close the deal.
Retargeting lists for search now allow us to tailor our ads based on client behaviour
New Demographic data now gives us more insight on the audience behind search and different Clients data can vary significantly
Male
38%
Female
62%
18-24
4% 25-34
12%
35-44
14%
45-54
18%
55-64
26%
65 or
more
26%
18-24
19%
25-34
12%
35-44
22%
45-54
19%
55-64
20%
65 or
more
8%Male
54%
Female
46%
CLIENT X
CLIENT Y
Ultimately its all about getting the right message, to the right person, at the right time, in the right place
So what does the future look like?
Closer integration between search and other media
From simple integrations:
• Google Comparison products such
as Flights, Hotels and Insurance
• Google Maps/Waze (acquired
June 2013) integration
• Google Shopping Express
To the more complex
• Self Driving Cars
• The Internet of things
Integration with new products and innovations (…maybe)
There answer is now but we may well
review the way we manage our
accounts
As an advertiser these are exciting
times, ones we should embrace –
and one that if we manage correctly
has huge opportunities for us
Does this mean there is a limited lifespan for keywords as we know it