Converting Qualified Customers with the Power of Audience Marketing Barney Pierce, Global Head of Audience Solutions, Google

2.8 Billion Will have internet Access

1K

20K

100s of Millions

78% Involves web browsing or

apps

2,000 gb/s

2007

12,000 gb/s

2012

37,000 gb/s

2017

The power of signals

Age

Gender

Interests

Source

Duration

Frequency

Recency

Search gmail

YouTube

Web Ads

Strong Relationships Better Performance More Conversions

Power Of Prediction

Alexander Dynamically created customized ad

Collect Segment & Engage Measure & Iterate

Be There Be Relevant Be Optimized

A Framework to Convert Qualified Customers

Three simple steps

Capture signals your audience leaves on your web properties

Inbound call data, physical interactions in store , CRM, offline conversions

Partners, suppliers, other divisions

Signals from your site Signals beyond your site Signals from your wider business eco-system

Collect

Adwords Smart Pixel

GA Universal Analytics Google Analytics

Google Tag Manager

Segment Engage

Turning data into insights

Turning insights into action

“We’re surrounded by data; we’re starved for insights”

- JAY BAER. NY Times best selling author & marketing consultant

Activate audience segments

Re-engage past visitors

Expand to engage new customers

Clickthrough Rate Increase

Segmentation & Remarketing on

Search Ads

Remarketing Lists for Search ads to segment & engage past site visitors on Google search 730%

CTR 3x higher…

Conversions

75%

Clicks

Returning Visitors

CTR: 12.5% 25% Conversion Rate: 8.1% 50%

Impressions

10%

CTR: 4.2% Conversion Rate: 2.7% 90 %

New Visitors

... CR 3x higher

CTR: 5.0% CR: 4.0%

50%

Returning Visitors: Your most valuable audience

Google Confidential and Proprietary

Retail Flights Education

Real Estate

Finance Auto Hotels Travel Destina

tion

Car Rentals

Jobs

Engage: Dynamic Remarketing beautiful, high performing ads

203%

higher conversion rate than regular

display

Segmentation and Dynamic Remarketing

Goal was to create awareness of Storkie brand and product offerings, and to connect with customers

119%

higher conversion rate than regular

remarketing

Use more SIGNALS to Expand

Similar Audiences

60%+ 57%+ -9% Revenue Bookings CPA

Expand: Scale your own data insights with Similar Audiences

Awareness

Consideration

Evaluation

Purchase

Advocacy

Highly qualified users ●  Drive higher consideration among people actively

researching and intending to buy ●  Next generation of audience targeting for performance

advertisers ●  Choose from 14 different segments such as Auto,

Financial Services, Real Estate, Education and more

Expand: Leverage massive, smart audience data and insights to

connect with customers In-market for your product

In-Market Audiences - coming soon to Russia

Log into email

Log into social network

Check back into email to share reviews with spouse

Revisit manufacturer site to read pricing

options

Visit car safety site for electric cars

Click ad for hybrid to see interior on manufacturer site

Visit blog discussing electric cars

Email friend about car reviews

Visit primary bank site to see options for car financing

In-market audiences distinguishes between interest and intent

50% 3X

lower CPA on Remarketing Ads

higher CTR on Remarketing Ads

In-Market Audiences

Measure + Iterate

Optimize in real-time + transparent reporting

$10 $0.05

$0.75 $1 $0.10 $0.30

Real-time bidding drives performance at scale Target ROAS and Target CPA

Leverage real-time bidding to set your bid in 400ms Analyze 70 million unique variables in each auction +20% conversions when switching from manual bidding to Target CPA +40% ROAS when switching from Target CPA to Target ROAS

Target ROAS

“With target ROAS, we don’t have bid differently for CPA bids on various placements”– Larry Sweeney, Marketing Manager, eBags

700%

Return on Investment

Collect Segment & Engage Measure & Iterate

Be There Be Relevant Be Optimized

Google Confidential and Proprietary

Let’s go find your audience!