google@croud master slides 26.11.2013

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26.11.13

Google Confidential and Proprietary 6 6 Google Confidential and Proprietary Google Confidential and Proprietary

Building Your Brand with Google+ The value of identity, relationships and sharing across the web

+BethFoster

NACE Social Lead

Social has always been a core human behavior... What is changing is the way we socialize.

First generation of social has been a game changer

of internet users, use a social network each month

70% source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013, http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976.

Social is limited to one dimension of relevance

But, technology has the capability to take us even further

Sharing gets stuck in the stream

Communication lacks a human element

Book a trip together with friends, face to face

Google+ makes your entire Google experience better

Search Gmail Chrome YouTube Maps Play

+Recommendations +Sharing +Relationships +People

540,000,000+ ARE TAKING SOCIAL ACTIONS ACROSS GOOGLE

300M ACTIVE USERS

So what does this mean for you as a brand marketer?

Build Awareness Influence Consideration

Drive Sales Grow Loyalty and Retention

Google+ gives you the tools to reach and influence your customers throughout their journey

BUILD AWARENESS

How do people discover brands online?

54% SEARCH

Source: “How Consumers Found Websites in 2012”, Forrester Research, 19 July 2013, http://www.forrester.com/How+Consumers+Found+Websites+In+2012/fulltext/-/E-RES92661

32% SOCIAL

The stream is just the beginning for a Google+ post…

Burberry announces their new line of sunglasses via Google+

Burberry announces their new line of sunglasses in a Google+ post

Google+ content is amplified within Google search

Burberry announces their new line of sunglasses in a Google+ post

Google+ video posts are also surfaced on YouTube

Burberry announces their new line of sunglasses in a Google+ post

And now, even within Gmail

Related hashtags make it easier to discover content on Google+

Google+ enables a unified, consistent brand identity, across the web

BE THE BE THE BE THE

Hangouts On Air extend your brand conversation to millions Topshop transforms the fashion show with exclusive Hangouts On Air & a Hangout app

T E A M 4M VIDEO VIEWS

ACROSS PLATFORMS Join live backstage hangouts with

the Topshop design team

F A S H I O N

7,500 LIVE VIEWS Take a front row seat at the exclusive red carpet event

via Hangout On Air

B U Y E R

Develop your own fashion collection with friends using

the Topshop custom Hangout app

AVG. 11 MIN IN APP & 52% RESHARE

Google Confidential and Proprietary 27 27 Google Confidential and Proprietary

INFLUENCE CONSIDERATION

72% of consumers trust

online reviews as much as personal

recommendations

78% of consumers say

brand’s social media influences their

purchase decisions

Source: Local Consumer Review 2012, Search Engine Land; Market Force, May 2012, http://www.marketforce.com/press-releases/item/research-social-media-influence/

Burberry announces their new line of sunglasses in a Google+ post

Relevant Google+ content in search is driving consideration

Communities help users discover recommendations from experts, including consumers and relevant brands

Lowe’s & Nest can influence consideration by joining the conversation

Clinique delivers in-store experience, at scale

“The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter”

-Liz Wright Group Digital & e-Com Manager, Clinique

•  CTR 10 times higher than the standard brand ad •  VTR 16 times higher than the standard brand ad

Entertainment Weekly answers fans’ award show questions with Live Q&A in a Hangout on Air

“The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter”

-Liz Wright Group Digital & e-Com Manager, Clinique

“The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter

-Liz Wright Group Digital & e-Com Manager, Clinique

Toyota Collaborator revolutionizes the test drive with social car shopping before even entering the dealership

“The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter

-Liz Wright Group Digital & e-Com Manager, Clinique

Google Confidential and Proprietary 35 35 Google Confidential and Proprietary

DRIVE SALES

Source: Google/Compete Brand Value of Annotations Study 2013

Social endorsements matter

37% of millennials say they are more likely to purchase a brand that

has social endorsements

Social recommendations on paid search ads drive more traffic to your site

5-10% average search ad CTR uplift from social annotations

Source: Google Internal Data

13% PC & Laptop purchases

20% apparel purchases

11% hotel bookings

Better yet, these social recommendations drive more qualified traffic to your site

Source: Google/Compete Vertical Research Studies 2012-2013

average lift in conversion rate when annotations are present

40% more likely to convert

In the retail sector, Google+ referrals are

than referrals from other social networks

1

The Google+ audience is proving to be more valuable than other social audiences

A referral from Google+ is worth an average

$10.78 Compared to $2.35 for Facebook and $1.62

for Twitter. Source: Forrester and Source: SocialTimes.com May 23, 2013

Google Confidential and Proprietary 40 40 Google Confidential and Proprietary

GROW LOYALTY

Source: “IAB Social Media Effectiveness Research”, Internet Advertising Bureau UK (IAB), 4 July 2013, http://www.iabuk.net/research/library/iab-social-media-effectiveness-research

90% of consumers back brands after interacting via social media

“By making people love, not just like your brand, you’re more likely to drive future purchases and increased sales.”

-Ian Ralph, Director at Marketing Sciences

Develop lasting relationships with customers using Communities

Identify valuable brand advocates using Ripples

Drive app installs, and personalize experiences using Google Sign-in

Customize your app

Grow your audience when users pull friends to your app

Provide fast and trusted sign-in

Drive Android App installs 40% acceptance rate for OTA

“Google is a trusted partner for our users. It is the most popular third-party sign-in option on the web for us, with 35% of users choosing Google. It is also our most popular sign-in option on Android, accounting for 45% of new user registrations. We are thrilled with the level of signed-in engagement Google+ Sign-In has brought to Flixster. ”

- Joe Greenstein, Co-Founder & CEO

Building brand awareness with Google+

01 Getting Started Checklist Keep the conversation going, share content at least every 48 hours Create a consistent brand identity by merging your Google+ page and YouTube channel Grow your audience by adding follow and share widgets to your site and cross promoting your Google+ page Bring your brand to life with a live hangout on air

Influencing consideration with Google+

02 Getting Started Checklist Think of the impact of social on SEO and optimize your post content to be discovered in search Create a community or join an existing community relevant to your brand Invite customers to tell your story on a hangout on air Make any experience more social with your own custom hangout application

Driving sales with Google+

03 Getting Started Checklist Grow your audience and share engaging content on Google+ As a result of having an active page, benefit from automatic social annotations on your paid search ads Enable Google+ Sign-in on your website or mobile app

Growing loyalty and retention with Google+

04 Getting Started Checklist Build your own community and reward loyal customers with exclusive content or hangouts Use ripples to identify and reach out to brand advocates Enable Google+ Sign-in on your website or mobile app

Google Confidential and Proprietary 51 51 Google Confidential and Proprietary Google Confidential and Proprietary

Questions?

Adwords 2014 Big Bets Caz Davies Industry Head, Performance. Google UK

4 Areas of Focus in 2014

1. Audience at the Core

WHAT DO WE MEAN BY AUDIENCE SIGNALS?

WHO THEY ARE

Female 16-24

Male 35-44

Female 45-54

WHAT THEY LIKE & WHERE

THEY’VE

Login Page

Basket Bouncers

Homepage Visitors

BEEN

&

“In 2020 audience targeting investment is projected to

exceed search spend”

Source: IAB

WHAT IS “REMARKETING LISTS FOR SEARCH ADS” Reach higher-value audiences for more effective AdWords campaigns

Device Language

Location

Keyword

Existing AdWords targeting criteria Remarketing lists for Search Ads

Daypart

Already familiar with your products or brand 1

2 “Audiences” of higher- converting consumers

“Pet Accessories”

HOW HAS RLSA BEEN USED TO DATE?

Tailor ad text Optimize bids Broaden Keywords

•  Telecoms provider customized ads based on product categories viewed (e.g., TV, voice, ISP)

•  Saw a 66% decline in CPO

•  Bid higher for home page visitors and even higher for product browsers

•  Total sales +22%, -43% CPO, +161% CVR

•  Used broad keywords like present and gift during peak gift season

•  CvR comparable to brand terms, ROI 30% better than non-brand terms

1 2 3

RLSA shows 48% lower CPAs* than rest of Search spend

*Google Internal Data: 1,000+ CIDs

RESULTS SO FAR….

2. Multi-Screen World

Adwords Estimated Total Conversions

3. Export with Adwords

Online Sales By UK Retailers to Increase 7X By 2020

Product Listing Ads Power eComm Export Growth

4. Giving Users Choice

Display Media is Somewhat Broken

“Attention is a scarce resource. Branding is the experience marketers create to win that attention” -- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush

Ads That Let Users Choose

CPE Ads Case Study - Oxfam Providing a lean-in, engaging experience for

consumers drove great results for Oxfam

7.3M reached via Google CPE

(Oxfam only paid for 129k deep engagements)

52% LOWERCPE*

13% HIGHER -- Alison Price, Digital Acquisition manager, Oxfam ENGAGEMENT* RATES

*Compared  to  a  fixed  rate  card  engagement  provider  in  a  head  to  head  test  

Thank You!

MARSHALLS CASE STUDY... The brief:

Croud appointed in April 2013 to improve performance on the

account

What we did:

–  Account Restructuring

–  Keyword and Negative Builds

–  Daily bid optimisation to maximise efficiency

–  Product Listing Ads setup

–  Creative Audits

–  Remarketing

–  Targeted GDN campaigns

The results:

Within 10 weeks:

•  Revenue was up 120%

•  We turned a declining ROAS into year on year positive

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YoY  RO

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2012  Rev   2013  Rev   YoY  ROAS  (cumul.)  

Google confidential

November 26th 2013

Nathan Tait-Hill, Sales Leader DoubleClick Search

Smarter, Faster & Better Search with DoubleClick

Google confidential

All your search in one place, powered by Google and integrated into DoubleClick

Campaign  Management  

ReporMng  

Bid    Management  

Google confidential

Campaign automation with DoubleClick

Your business inventory

Auto-create based on inventory

Automate Standard Campaigns & PLAs with

inventory-aware campaigns

Optimize through smart bidding algorithms for increased performance

Your Product Here $ XXX – Your nameYour promotional message

Automated Rules monitor and take action across all

your campaigns, keywords and ads

Google confidential

Better Bid Management with fresher data Keep closer to your CPA targets

Drastically increase conversions by 32%

Time

Target CPA = $5

4x daily bidding

1x daily bidding Real time ‘Instant’

Conversions

Real-time reporting

Faster remarketing

Better bid optimization

Conversions (online & offline)

Google confidential

Robust Reporting for every audience

Executive Dashboards compelling, easy-to-create “dashboards” for clients

In-house data analysts: reporting API for programmatic, bulk access to engine & conversion data

DoubleClick Search Updated every 15 minutes across 90 metrics, all in one place for Croud

Google confidential

Boost ROI through search to display Customers seeing results with “instant” remarketing

shoes  |  

Talking boots

FREE  SHIPPING  

A frictionless, tagless experience

Insights  from  paid  search…  

…fuel  display  performance  

MAKING THE MOST OF MULTISCREEN

MULTI-TASKING

BLUE

30%

51%

62%

Smartphone usage

30%

51%

62%

Smartphone usage

Smartphone shopping

56%  

Source:  EnumeraMon  study,  Google/TNS,  2013    

Simultaneous use

Multi-tasking Complementary use

Source:  The  New  MulM-­‐screen  World:  Understanding  Cross-­‐Plaaorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012    

Sequential use

Continue on desktop or tablet Start on phone

Source:  The  New  MulM-­‐screen  World:  Understanding  Cross-­‐Plaaorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012    

65%

18%

24%

Source:  ComScore:  Mobilens,  2012    

20%

45%

Source:  Cisco,  2012  and  Google  Our  mobile  planet,  2012    

Any guesses?

HARRY DAVIES

Harry  davies  

Harry Davies about.me/harrydavies Harry loves data marketing Find out how much by calling.

BUT HOW DO I KNOW IF IT IS

IMPORTANT TO ME?

BUT WHAT IS IT WORTH?

1 Find out how many customers are using mobile

1 Find out how many customers are using mobile

2 Assess how much value mobile is adding

1 Find out how many customers are using mobile

2 Assess how much value mobile is adding

3 Measure everything you can

1 Find out how many customers are using mobile

2 Assess how much value mobile is adding

3 Measure everything you can

Digital Brand

Marketing Strategy

V1 Brand = Product +

Personality

V2 Brand = Context

+ Currency

V3 Brand = Application

+ Involvement

Dramatise

Augment

Embed

@

Thank you!