MDOT | The Google Ecosystem March 2016
Google Confidential and Proprietary Google Confidential and Proprietary Agenda
How Google Works
The New Consumer Journey: Micro-Moments
Platform Deep Dives: Search, YT, GDN, Mobile & DoubleClick
Power of Data: Measurement & Insight-Building We’ll review the products a bit further
1. Search 1. Search
2. YouTube
2. 3.YouTube GDN
ADD 3.4. GDN Mobile DOUBLECLICK
4. Mobile
Google Confidential and Proprietary Google Confidential and Proprietary Google in 1998
“It’s best to do one thing really, really well.”
Google confidentialGoogle Confidential | Do not anddistribute Proprietary Google in 2016
Google confidential | Do not distribute
How Google Works: Product Focus Areas
Google Confidential and Proprietary Android YouTube 1 billion active users worldwide 1 billion active users worldwide 1.5 million devices activated per 300 hours of video uploaded every minute day
Maps / Geo 1 billion active users worldwide 1 in 5 Google searches tied to a location
Knowledge / Search Over 100 billion searches per month worldwide
Infrastructure 3rd largest manufacturer of servers
Google+ Chrome / Apps 300 million active users in the stream 750 million active users worldwide Mobile traffic exceeds desktop 400 million users on mobile Android
Google Confidential and Proprietary Google Confidential and Proprietary YouTube
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary Ads & Commerce
Google Confidential and Proprietary Intent + Immediacy + Context
ConfidentialGoogle Confidential& Proprietary and Proprietary Platform Deep Dives
Google Confidential and Proprietary Marketing Consideration Audience Measurement Focus Stage Strategy - Viewed impressions G Y D o - Awareness increase in Brand N u and Search lift & S T M people who drive e O - VTC (View-through D a u B See B r b I conversions) c L M h e E - Views
G S Y M people who D e o O - Clicks, CTR N a u B drive and - Indexed increase in Opinion & r T I and Consideration D c u L Think think they B h b E - % Assisted / linear model M e need a car
people who G S M D e O drive, think - Conversion rate N a Y B o they need a - Profit / ROI & r u I car and are - Last Click D c T L Do u looking for - Store Visits B h b E M e one
Google Confidential and Proprietary Let’s review the products a bit further
1. Search 1. Search
2. YouTube
2. 3.YouTube GDN
ADD 3.4. GDN Mobile DOUBLECLICK
4. Mobile
Google Confidential and Proprietary
Search
Convert traffic. The right moment. A relevant audience. SEARCH Search touches every aspect of our lives
100B 15% SEARCH You need both defensive and offensive strategy
Branded terms To DEFEND GM brand & drive CONVERSIONS
Competitive terms To INTERCEPT & CAPTURE competitive brand interest
Segment terms To INTRODUCE GM to undecided shoppers Anatomy of a search page SEARCH
Query
Paid Results
Organic/Natural Listings SEARCH How paid search works
Bids on a Ad shows up in Pays search engine keyword sponsored results based on bid Advertiser
Searches that keyword Clicks on the ad and goes
User on search engine to the advertiser’s site SEARCH Factors in the ad rank
Expected Ad Ad Rank Quality Score Max CPC Bid Format Impact
Landing Page Expected Click- Ad Relevance Experience Through-Rate
YouTube
Build Awareness Be Seen. Be Remembered.
Google Confidential and Proprietary Google Confidential and Proprietary YOUTUBE 1Billion videos are watched online every day
30% year-over-year growth Equal to 1.75M TV channels
YOUTUBE High impact and mass reach to launch big
YT Masthead
INTERACTION
Access over 405M unique global People who see a more likely to search users on YouTube each day brand’s YouTube for that brand or Masthead are 4x campaign
YOUTUBE TrueView, giving users choice
YT TrueView (1st impression)
VIEW
People who more engaged than those who choose to watch are forced a video ad are 75% to watch
YOUTUBE Guarantee impressions with reservation activity
YouTube (Reservation)
VIEW
Allows more traditional advertisers to extend their reach and frequency by guaranteeing a set number of vCPM
People who have seen a increase in brand’s video ad on their unaided brand smartphone have a 19% awareness
YOUTUBE Targeting content and audiences
Demographic Interest/Topic Remarketing
A18-49 1,600+ Categories Videos watched
A25-54 Target keywords Channel visit Region, DMA, ZIP Custom Placements Website HHI
3rd-Party Data Behavioral/Affinity 80+ Segments Auto intenders Outdoor Enthusiasts + more Travel buffs
Google Display Network
Be Understood. Be Wanted. Influence Consideration
Google Confidential and Proprietary Google Confidential and Proprietary GDN Drive greater engagement and interactivity
Ready Lightbox Custom Lightbox Lightbox
ENGAGE
Demo Demo
Engagers more likely are 4x to purchase
GDN Create shareable and always viewable content
DISPLAY (Desk & Mobile)
VIEW & SHARE
54% of today’s of Google display ads can’t display ads are viewable even be seen 100% Click for demo
GDN Launch live within your banner campaign
DISPLAY
CLICK
Google increase in display ads branded average 15% search queries*
*When brand lift is detected Source: Google Internal Brand Lift surveys GDN Using dynamic remarketing to capture lost sales
Why remarketing matters….
DISPLAY (Dynamic remarketing)
CLICK
Product customer was viewing 96% 70% 49%
Leave a website Abandon shopping carts Typically visit 2–4 sites without converting without purchasing before purchasing
Similar recommended +17% products of conversions are recommended products
GDN Targeted promotions in your inbox
Gmail Sponsored Promotion
Target keywords in emails, domain targeting, interests, demographics, etc
Mobile Reaching the on-the-go, always- connected consumer Nomophobia noun a fear of being without mobile device, power source, or service area We don’t go online. We live online. 20% 18% 29%
increase in mobile's share decrease in time increase in mobile
of online sessions spent per visit conversion rates
Google Analytics aggregated data, 2014-2015 for April 1-14, US MOBILE Think about how location and device changes your strategy
Mobile GDN Search
Click
YouTube Mobile first, cross-platform MOBILE
Sitelinks Call Extension Location Extension (Search) App Extension mSite Image Ads Seller Ratings Click to Call Extension Location Extension (Maps) App Install Ads Lightbox Ads Product Listing Ads Call Only Sitelink Local Inventory Ads App promo Display Ads Mobile Masthead Auto Ads GSP - Click to Call Click to Locate (Nearby) TrueView for App Ads Mobile TrueView Ads Display Click to Site Mobile App Engagements Power of Data: Measurement & Insight-Building
Google Confidential and Proprietary Measuring effectiveness through the consumer journey Questions?