leveraging micro-moments: using ppc when it matters most
TRANSCRIPT
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Google Confidential and Proprietary
Leveraging Micro-‐Moments: Using PPC When It Ma8ers Most
&
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Google: Jesse Eisman, Agency Development Manager Jesse’s role at Google is to support Agency Partners by providing them with: 1) Strategic insights for their adverDsers, 2) Exclusive access to “beta” adverDsing soluDons, and 3) Agency-‐wide training opportuniDes to ensure they remain up-‐to-‐date on best pracDces. Prior to joining Google, Jesse began his career at Young & Rubicam AdverDsing (“Y&R”), where he worked in Account Management for Fortune 500 clients such as Philip Morris USA, LG Electronics, and Campbell’s Soup. Jesse holds an MBA from Columbia Business School and a BA in Psychology & Behavioral Economics from Washington University in St. Louis.
Google: Jonah Kupperstock, Agency Account Strategist Jonah’s role at Google is to partner with Account Managers to provide them with: 1) Strategic recommendaDons to improve account performance, 2) Latest product updates to ensure that accounts are on the cu[ng edge, and 3) Timely troubleshooDng to make sure that accounts receive the best possible level of service. Prior to joining Google, Jonah worked as a consultant for Applied Value, where he aided in data collecDon, financial benchmarking analysis for companies in various industries, and created sales presentaDons with improvement recommendaDons.
Hanapin Marke>ng: Kevin Klein, Account Manager Kevin is an Account Manager at Hanapin MarkeDng, uDlizing backgrounds in music and staDsDcal analysis of advanced sports metrics to approach PPC issues with a fresh perspecDve. His Conan O'Brien hair swoop is less pronounced these days.
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is a cer(fied
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Join the conversaDon
• Include the hashtag #thinkppc in your Twider tweets.
Or use the webinar quesDon box to send us quesDons.
Join The ConversaDon
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Live Poll QuesDon #1
How long have you been in PPC? #thinkppc
A. Less than 1 year B. 1-‐3 years C. 3-‐5 years D. 5+ years
Poll QuesDon #1
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How do you manage your account(s)? #thinkppc
a) I’m part of an in-‐house PPC team. b) I do all the markeDng myself. c) I work with an agency. d) I’m a consultant.
Poll QuesDon #2
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Agenda
● Micro-‐moments framework ● ReinvigoraDng exisDng customers ● AdracDng new customers ● Measuring success
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Web Videos Images Shopping News More Search tools
mi·cro-mo·ment /ˈmīkrō/ /ˈmōməәnt/ noun; plural noun: micro-moments 1. A moment we reflexively turn to a device to act on a need we have that moment – to learn, discover, find or buy something. 2. Intent-rich moment when decisions are being made or preferences being shaped.
About 44,800,000 results (0.37 seconds)
define: micro-moment
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Meet Cathy 4:50 PM Tuesday July 29, 2014
outdoor pool
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Shape the unscripted consumer journey Influence purchase decisions by delivering content and messaging that is relevant and useful in the moment.
10+
per week spent researching
on mobile
15 hours 74%
get frustrated when offers and ads
appear that have nothing to do with
their interests
of consumers
6 mobile site visits
on average before making a purchase
consulted before making a
purchase
sources of consumers
who own multiple devices switch
between screens to complete tasks
2x
more likely to be influenced by
targeted digital ads
90%
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30 steps in
purchase cycle
70M available signals
to bid on
5+ hours per day with digital
2M sites 650K apps
22 creatives on 3 OSs
23,000 products in an average
feed
INFINITE PERMUTATIONS ∞
MOMENTS PLACEMENT
MESSAGES FORMATS BIDS FEED SIZE
But real-time relevance is hard to execute at scale
GDN reach on sites & apps
IAB approved creatives
Google Internal
Google’s Customer Journey to Online Purchase Sources: eMarketer
Google Internal
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Google Confidential and Proprietary Google Confidential and Proprietary
1. Collect data
3. Optimize bids and personalize creatives
2. Segment your audience
4. Measure the impact
5. Automate decisions
Convert qualified audiences across screens with Google’s AdWords Programmatic Audience Solution
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Collect data across all customer touchpoints to set the foundation for your digital strategy
Digital signals from your site and app
Offline data and CRM data
Google’s audience insights
1.
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Past Visitors
New Visitors
New Visitors
New Visitors
Segment and reach your best customers when they are looking to buy online
Similar Audiences
Find Intent in the moment
In-Market Audiences
Create Custom Audiences in
AdWords
Custom Affinity Audiences
Similar Audiences
Find Similarity at scale
Find Intent in the moment
In-Market Audiences
Find Similarity at scale
Similar Audiences
Create Custom Audiences in
AdWords Custom Affinity
Audiences
Remarketing List for Search Ads &
Display Remarketing
Find Second Chances as they search & browse
content Remarketing List for
Search Ads & Display Remarketing
Find Second Chances as they search & browse content
2.
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Segment and reconnect with your audience on all devices
Product viewers
Homepage visitors
Cart abandoners
Past purchasers Search results viewers
Smart remarketing lists, automatically created for you
2.
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Use a dual remarketing strategy to guide customers through your purchase funnel
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SUSTAINED PRESENCE LEVELS
Are you an active or a passive advertiser?
You should be both.
Active
RLSA (Remarketing for Search)
Passive
Traditional Remarketing (Display)
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ACTIVE ADVERTISING
Are you an active advertiser?
There are searchers who are familiar with your brand
and
who are searching for your product
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ACTIVE ADVERTISING
Are you an active advertiser?
There are searchers who are familiar with your brand
and
who are searching for your product
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Speak directly to them with RLSA
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Remarket under the auspices that your traffic is qualified. Because it is.
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Remarket under the auspices that your traffic is qualified. Because it is.
Search Remarketing Strategy Recommendation
Target broadly...literally
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Target broadly...literally
Layer your “all visitors” remarketing list with broad match keywords relevant to your product or service broad keyword search term show your ad?
i want to buy a maserati
maserati how much does a maserati cost
where can i get a maserati
if i get a maserati will tiffany go to dinner with me
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Here’s your takeaway
Your remarketing list prequalifies your traffic.
Capture all of it
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PASSIVE ADVERTISING
Are you a passive advertiser? Remind your potential customers you exist.
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Display Remarketing
However long your customer’s journey is there, you can be there for the entirety of it. Keep your brand’s
presence towards the top of your customer’s mind with remarketing on the Google Display
network.
Use a combination of image ads and text
ads to diversify your appeal.
Serve your ad at the moment of purchase
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Active Remarketing Passive Remarketing
RLSA Display
Heavy brand presence at moment of purchase
decision
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Past Visitors
New Visitors
New Visitors
New Visitors
Segment and reach your best customers when they are looking to buy online
Similar Audiences
Find Intent in the moment
In-Market Audiences
Create Custom Audiences in
AdWords
Custom Affinity Audiences
Similar Audiences
Find Similarity at scale
Find Intent in the moment
In-Market Audiences
Find Similarity at scale
Similar Audiences
Create Custom Audiences in
AdWords Custom Affinity
Audiences
Remarketing List for Search Ads &
Display Remarketing
Find Second Chances as they search & browse
content Remarketing List for
Search Ads & Display Remarketing
Find Second Chances as they search & browse content
2.
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Segment and reach new qualified customers
Smart segmentation strategies
Set CPA goals based on new customer acquisition
Target similar audience lists based on goals (e.g. “homepage visitors” vs. “converters”)
Select in-market segment aligned with business goals
Target
“similar” lists
Similar Audiences
Custom Affinity Audience
Tailor “creatives” to user profiles
In-Market Audiences
Select “intent” based segment
2.
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Add customers to the top of your funnel
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Remarketing for New Visitors?
You know the types of people who are likely interest in your product and service.
Google knows how to find
more of them.
Similar Audiences
In-Market Segments
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Similar Audiences
Analyzes the browsing history of millions of users on the Display Network, to find users similar to your customers.
As your audience changes, so too does your similar audience.
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In-Market Segments
Reach potential customers while they are actively browsing or researching products or services similar to yours.
Classify users based on in-market behavior and purchase intent
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Current In-Market Segments
Apparel and Accessories Auto & Vehicles Baby & Children’s Products Computer and Peripherals Consumer Electronics Consumer Software Education Employment Financial Services Gifts & Occasions Home & Garden Real Estate Telecom Travel
Many more segments in beta stages
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New Users
Top of Funnel Bottom of Funnel
Similar Audiences
In-Market Segments
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2x
conversion rate
60%
decrease in CPA’s
Personalize your message with dynamic creatives as they browse content
3. 3.
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Target your customer in the moment.
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Brevity is the soul of wit William Shakespeare
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The Maturation of Thought
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The Maturation of Thought
What is the difference between shampoo X, shampoo Y, and shampoo Z?
What is the best shampoo for hair volume?
Volume shampoo reviews
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The Maturation of Thought
What is the difference between shampoo X, shampoo Y, and shampoo Z?
What is the best shampoo for hair volume?
Volume shampoo reviews
Thought in it’s newest (and wordiest) form
What is the best shampoo for hair volume?
Thought begins to refine
Thought is precise
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The Maturation of Thought
What is the best shampoo for hair volume?
Volume shampoo reviews
What is the best shampoo for hair volume?
Thought begins to refine
Thought is precise
This used to be where a search was conducted
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The Maturation of Thought
What is the difference between shampoo X, shampoo Y, and shampoo Z?
Now it happens here
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The Maturation of Thought
What is the difference between shampoo X, shampoo Y, and shampoo Z?
This is the moment that matters.
You want to show your ad here.
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Show up in the moment that matters most
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Show up in the moment that matters most
Utilize exact match long-tail keywords
● [what is the best shampoo for volume] ● [how can i tell the best volume shampoo] ● [what is the difference between shampoo x and y] ● [what shampoo should i buy for best volume] ● [what shampoo will make my hair look good]
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Show up in the moment that matters most
Utilize exact match long-tail keywords
● [what is the best shampoo for volume] ● [how can i tell the best volume shampoo] ● [what is the difference between shampoo x and y] ● [what shampoo should i buy for best volume] ● [what shampoo will make my hair look good]
Low traffic
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Show up in the moment that matters most
Utilize exact match long-tail keywords
● [what is the best shampoo for volume] ● [how can i tell the best volume shampoo] ● [what is the difference between shampoo x and y] ● [what shampoo should i buy for best volume] ● [what shampoo will make my hair look good]
Low traffic High impact
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Write your copy to appeal directly to the raw thought
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Write your copy to appeal directly to the raw thought
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Write your copy to appeal directly to the raw thought
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Optimize bids to win that second chance, and personalize your message to past visitors as they search
3x conversion
rate
+40% bid adjustment
+100% bid adjustment
3.
B. Customize ad text and Optimize bids
A. Reconnect with past visitors as
they search
2x click through
rate
C. Drive action and see results
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Tiered bidding based on customer engagement
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Tier 1
Similar Audiences In Market Segments Display Topic/Interest Categories
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Tier 1
Similar Audiences In Market Segments Display Topic/Interest Categories
Tier 2
Display Remarketing Low-to-Medium intent keywords
Dynamic Ad Audiences
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Tier 1
Similar Audiences In Market Segments Display Topic/Interest Categories
Tier 2
Display Remarketing Low-to-Medium intent keywords
Dynamic Ad Audiences
Tier 3
RLSA High intent keywords
Time on Site
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Tier 1
Similar Audiences In Market Segments Display Topic/Interest Categories
Tier 2
Display Remarketing Low-to-Medium intent keywords
Dynamic Ad Audiences
Tier 3
RLSA High intent keywords
Time on Site
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Tier 3
Time on Site
Google Analytics Custom Remarketing Lists
Low Engagement Medium Engagement High Engagement
0:00 - 0:45 Time on Site
0:45 - 2:15 Time on Site
> 2:15 Time on Site
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Tier 1 Bid Tier 2 Bid Tier 3 Bid < <
Bid more aggressively to your most qualified audiences
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Tier 3
Time on Site
Google Analytics Custom Remarketing Lists
Tier 1 Tier 2 Tier 3
0:00 - 0:45 Time on Site
0:45 - 2:15 Time on Site
> 2:15 Time on Site < <
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ESTIMATED CROSS- DEVICE CONVERSIONS IN ADWORDS USER ID IN GOOGLE ANALYTICS
MULTI-CHANNEL
CROSS-DEVICE
MULTI-CHANNEL FUNNELS IN GOOGLE ANALYTICS
GOOGLE SOLUTIONS
“Our Mobile Display campaign generated 40 conversions but contributed to 80 conversions that occurred on other devices.”
“$1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads.”
UNIQUE INSIGHTS MEASUREMENT CHALLENGES
Measure the holistic impact of your audience strategy
ACTION
Optimize ROI across your search, display and video campaigns
Use insights from mobile’s mid-funnel impact to maximize performance across devices
4.
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Ease of use
Use one interface, one tag across search
and display
Workflow efficiencies
Improve workflow
efficiencies by 33% on a unified global platform
Single customer view
Leverage learnings to make each customer
interaction better than the last
Source: "Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising," Boston Consulting Group, May 2013
Unify your audience strategy across the purchase funnel
Campaign effectiveness
Compound your marketing
impact with a full-funnel strategy that scales across
devices
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PPC Retainers
Need some assistance for your PPC? We offer on-‐going and one-‐>me retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/
Retainers
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Live Q&A Time!
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Have more quesDons?
Thank you for a3ending our webinar! #thinkppc
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