reaching the right audience using data - dylan schuyt | google
TRANSCRIPT
Data Driven Audience
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
WHO THEY ARE
WHAT THEY WANT
Confidential + Proprietary
YOUR OWN WEBSITE + GOOGLE’S
AUDIENCE SIGNALS
RIGHT PEOPLE RIGHT
MESSAGES
RIGHT TIME REAC
H
WIT
H
AT
THE
Confidential + Proprietary
Refined audiences based on Google data. Google uses powerful signals derived from its huge amount of data to identify users with qualified interest in your product or brand across the purchase funnel.
Google Audiences
Real-time audiences
Repeated patterns of behavior
Clear intent signals
Efficient targeting
Personalized algorithms
Confidential + Proprietary
“Old” vs. “New”
Targeting@
ScaleData
ROI
Bulk buyingReach
Confidential + Proprietary
Repeated Patterns of Behavior Log into email
Log into social network
Check back into email to share lineup changes with the group
Chat online with friend about the big game
Car safety site for electric cars
Visit blog discussingelectric cars
Revisit manufacturer site to read pricing
options
Visitssite to see options
for car financingBuy new
team jersey
Check football
scores on sports site
Look at statistics
for the team
Read interview
with favorite player
Watch highlights of last week’s
game
INTENT
Reach the most relevant people based on the freshest possible data
Fresh audiences are updated immediatelyUsers no longer showing active intent are removed
INTENT
INTENT
INTENT
INTENT
NO ACTIVE INTENT
NO ACTIVE INTENT
How it works: Audiences Updated in Real-Time
How many impressions are available in a given week on AdWords Display in the Netherlands?
≈27,5B
>10680How many ad size / format variations are
available in a given week on AdWords Display in the Netherlands?
70M signals in 100 ms
PROPRIETARY + CONFIDENTIAL
Data Driven Audience