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Google Marketing Live Announcements

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Google Marketing Live Announcements GOOGLE MARKETING LIVE ANNOUNCEMENTS MAY 13-15, 2019 MOSCONE CENTER, SAN FRANCISCO • Leads many of NetElixir’s top brands like Knot Standard and JRenee Shoes. • Prior to joining NetElixir, Shelby spent seven years in the digital advertising space working in media planning & strategy, programmatic and digital display for clients such as BJ’s Wholesale, Duracell, Perdue, SHELBY SIMON Universal Studios, BB & T, Audible, NARS and more. ENTERPRISE ACCOUNT MANAGER WE HELP RETAIL BRANDS FIND & ACQUIRE NEW CUSTOMERS OUR MISSION IS TO HELP COMPANIES SUCCEED ONLINE BY HUMANIZING EVERY CLICK. 130+ 3 TEAM MEMBERS GLOBAL OFFICES FEATURED PARTNERSHIPS OUR SOLUTIONS PAID SEARCH ORGANIC SEARCH Our integrated digital marketing approach PAID SOCIAL helps brands own the search bar WEB ANALYTICS OWN THE SEARCH BAR, EVERYWHERE CONSULTING & CRO AMAZON ADS ECOMMERCE TECH DEVELOPMENT SERVICES ABOUT UDAYAN BOSE • Founder & CEO of NetElixir • Founded PartyBingo.com (PartyGaming) Guest Lecturer: • Johnson School of Management, Cornell University • City University of New York, Baruch • Indian School of Business linkedin.com/in/udayanbose GOOGLE MARKETING LIVE ANNOUNCEMENTS & NETELIXIR’S RECOMMENDATIONS THE ERA OF ANTICIPATORY MARKETING IS HERE! CONSUMERS’ INTERACTIONS WITH DEVICES ARE BECOMING INCREASINGLY NATURAL CUSTOMER JOURNEYS ARE BECOMING INCREASINGLY COMPLEX Better Language Understanding Capability LOWERING USAGE Better Image Recognition Capability FRICTION THROUGH MACHINE LEARNING Greater ability to understand intent and engage at scale. KEYWORD-LESS SEARCH ANTICIPATE INTENT HOW TO MEET INTENT AT EVERY CONTEXT HOW TO ENGAGE THAT INTENT ACROSS FORMATS & SURFACES HOW TO DO THE ABOVE AT SCALE SILOED CHANNEL MARKETING IS OUT. CONSUMER INTENT DRIVEN MARKETING IS IN. • 8 Strong Products with Massive, Engaged User Base. GOOGLE IS WELL • Access to petabytes of POSITIONED TO High Quality Consumer Data. DOMINATE • Most Advanced AI Capability in the world. GOOGLE NEW INITIATIVES WILL HELP IT WIN A LARGER CHUNK OF THE SEARCH-SHOP-BUY FUNNEL Discovery Ads Cross Platform Advertising YouTube Bumper Ads Shopping Actions Smart Bidding Showcase Shopping Ads Conversion Value Shopping Actions with Partners Campaign Level Strategies Local Campaigns (store inventory + Deep Linking of Apps promoted pins + promoted locations) Shoppable Ads (Google Images) Universal Shopping Cart AD FORMATS DISCOVERY ADS GALLERY ADS BUMPER MACHINE AD FORMATS ACTIONABLE STEPS WHO CAN BENEFIT THE FUNNEL STAGE • Associate Potential In-Market Audiences, • Use Winning Creative Assets from Other Medias, • Focus on ‘Power of Intent’ at Discovery Ad the audience insights tab to All retail marketers Top determine creative themes, • Use Visually Rich Images, • Refresh the Creative Inputs to Let The Machine Optimize Better • Use Winning Ad Texts from ACTIONABLE STEPS the Existing Campaigns as Descriptions of The Images, • Get Started With All Best FOR RETAILERS Mainly Search Gallery Ad Sellers and Ones Performed Mid to Low Marketers Well On Mobile, • Ensure Consistency Between Images in the Ad Unit and Landing Pages • Use this to test multiple bumper ads against one 30 second TrueView Ad. • Use Ad Sequencing Across Bumper Machine Video Advertisers Top Multiple Bumper Ads Created by The Machine Learning Driven Tool To Improve Brand Lift metrics. SHOPPING NEW INVENTORY FOR SHOWCASE ADS MERGER OF GOOGLE EXPRESS WITH OVERALL SHOPPING EXPERIENCE PERSONALIZED HOMEPAGE FOR THE SHOPPER SHOPPING CAMPAIGNS WITH PARTNERS WHO CAN SHOPPING ACTIONABLE STEPS FUNNEL STAGE BENEFIT • Get Started With Very Broad Search Intents, • Target Relevant Image and YouTube Video Searches Based on Past Keywords That Drove All Shopping Success for Already Existing Advertisers Who New Inventory for Showcase Ads, Want To Drive New Top to Mid Showcase ads • Ensure The Relevant Products and Users Through Image Links Are Always On In The Shopping Feed, • Keep The Store Info and Product Inventory Up-to-Date if You’ve A Physical Store • Ensure The Feed Has All The Competitive Benefits In Place To ACTIONABLE STEPS Have Add-to-Cart Option in Google Shopping Results. FOR RETAILERS • Ensure Convenient and Fast Merger of Google Shipping Options, Great Customer Express with Overall Support Team in Place To All Merchants. Across The Funnel Shopping Experience Participate in Google Guarantee • Join Shopping Actions. • Ensure The Products and Offers Cater To The Relevant Voice Search Interactions With Assistants • Gain Great Ratings and Reviews for the Top Products. Large Scale Personalized Home • Put Together As Many Features Enterprises with Page for The Across The Funnel (Color, Size, Gender, Use Cases High Marketing Shopper etc.) As People Tend To Use Filters budgets. While On The Homepage SHOWCASE SHOPPING ADS GOOGLE EXPRESS MERGED WITH SHOPPING PERSONALIZED SHOPPING SCREEN • Manufactures and Retailers collaborate to run co-marketing SHOPPING campaigns. CAMPAIGNS WITH PARTNERS • Brands collaborate with their Retail Partners. • Brand Partners can selectively promote specific products with specific retailers. • Retailers can now accept advertising investment from Brands. THOUGHTS: CO-MARKETING CAMPAIGNS ON GOOGLE • Through this “massive initiative”, Google is encouraging retailers and brands to collaborate and take the battle (with Amazon) to the stores. • (Conversation with Prof. Saravanan, UNC) Retailers have been trimming store labor costs. This will help drive more traffic to stores thereby (potentially) impacting further store labor cost cuts. • (Conversation with Prof. Saravanan, UNC) Store staff will need to be trained about this program that’s being supported by brands. • Brands can study the retailer+ store specific product purchase patterns and run targeted promotions. • Google Allows you to track in-store conversions. AUDIENCE CUSTOM AFFINITY & CUSTOM INTENT AUDIENCES = CUSTOM AUDIENCE AI POWERED AUDIENCE EXPANSION AUDIENCES ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE • Choose Custom Audiences Mapping With Top Performing Keywords, Pages, Apps, Demographics, Custom User Behaviors etc. All Retailers On Top Audiences • For Display Display Network Prospecting, Associate Custom ACTIONABLE STEPS Audiences To Improve the Quality FOR RETAILERS of Traffic • Must use to grow the reach in a meaningful AI-Powered manner. All Retailers on Audience • Use This To Get Top to Mid Display Network Expansion Ideas on New Avenues to Maximize The Spend SMART BIDDING NEW SIGNALS (SEASONALITY) MAXIMIZE CONVERSION VALUE CAMPAIGN LEVEL CONVERSION GOALS/ACTIONS & RULES FOR CONVERSION VALUES SMART BIDDING ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE • Keep a close tab on seasonal campaigns running on smart bidding New Signals especially the All Retailers Across The Funnel (Seasonality)) latency/conversion delay is not consistent throughout seasonality. • Test in Campaigns with Decent ROAS and Volume Maximize but Revenue Is Not All Retailers Bottom Conversion Value Growing As Expected. • Ensure The Campaign Has Adequate Budget ACTIONABLE STEPS • Ensure You use campaign level conversion type instead of account level before rolling FOR RETAILERS out a smart bidding algorithm. • Select the smart bidding algorithm in an alignment with the campaign level conversion type/goal. For e.g. Campaign Level use tROAS for if the Conversion Conversion Type is All Retailers Across The Funnel Goals/Actions “Sale/Purchase”, use Maximize Conversions if the Conversion Type is “Leads”, “Sign-Ups” etc. • Define Rules for Conversion Goals To Incorporate Margin/Profit Information To Let The Smart Bidding Optimize Toward Growth MOBILE AND LOCAL DEEP LINKING PROMOTED PINS AND PROMOTED LOCATIONS ON GOOGLE MAPS ROUTES SMART ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE BIDDING • Use App Deep Linking for Loyal Customers Made Purchases on Your App in the Past • Have Those The Users Interact With Your App Again Brands With A Especially Who Didn’t Deep Linking Growing App User Mid-to-Bottom Open It In The Base ACTIONABLE STEPS Recent Past. • compare App FOR RETAILERS Analytics with Site Analytics to understand if the app is ready to deliver expected impressions in the first place. Promoted Pins in Google Map • Must be Explored By Local Retailers, Route-Planning all businesses with Hotels, Restaurant Across The Funnel and Promoted local stores Owners Locations DEEP LINKING OF APPS PROMOTED LOCATIONS IN GOOGLE MAPS • By shifting focus from channel to customer intent, Google ushers in the new world of anticipatory marketing. • Engaging Consumer at every touch point, at scale, responsibly and effectively. Say NO to Siloed Marketing Approach. • Machine Learning + Big Data + Universal Shopping Cart is taking search to a different level of scale and performance impact. SUMMARY • Bet Big on YouTube Ads, Shopping Ads and Local Campaigns. Of course, think Mobile First. • Increase Smart Bidding Impact through Conversion Value led bid strategy and stronger controls at campaign level. • Continuously test, learn, apply, repeat to establish what works best for your campaign. FIND OUT MORE ACCESS KEYNOTE PRESENTATIONS: G.CO/MARKETINGLIVE DOWNLOAD OUR GML2019 CHECKLIST HTTPS://WWW.NETELIXIR.COM/GML2019/ .
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