Google Confidential and Proprietary

Nouveaux formats, automatisation et ciblage multiplateformes

Christian VigneSearch Product Solution SpecialistJuin 2012

Innovations produits comme leviers d’efficacité du Search

Google Confidential and Proprietary

Queries are getting harder to capture

New !

16% of searches we see everyday are new

More Complex

People increasingly googling real questions

More Mobile

1/3 mobile queries are local

Source : Google internal data / Chitika inc, June 2012

Queries are more complex and harder to capture

More Unique

450 billion unique queries since 2003

Google Confidential and Proprietary

Agenda

3

1 Enhanced Search

2 Products Listing Ads & Dynamic Search Ads

3 Dynamic Remarketing

4 Multi devices targeting

5 Next in Search Ads

Google Confidential and Proprietary

Enhanced Ad formats

More signals lead to smarter queries and more advanced ad formats

Dynamic Ad (keywordless)

Friends

Browsing History

Geo

Offline

Multimedia

Multi devices

Historic ad format

SIG

NA

LS

Intent manifestation Transformed into action

Text ads

Social extensions

Product extensions

Local extensions

Seller ratings

Dynamics Search Ads

Product Listing Ads

Smarter queries

Google Confidential and Proprietary

Agenda

5

1 Enhanced Search

2 Products Listing Ads & Dynamic Search Ads

3 Dynamic Remarketing

4 Multi devices targeting

5 Next in Search Ads

Google Confidential and Proprietary

Demand Search Engine Offer

Query Keyword Ad

Query

Website

Dynamic Search Ads

1 dynamic target = 100% website coverage

Ad

Query

Merchant Center Product Listing Ads

1 product target = 100% inventory coverage

Ad

Automated Ad format generation and keywordless

Google Confidential and Proprietary

Product Extensions et Product Listing Ads

Google Confidential and Proprietary

BÉNÉFICES DE PRODUCT LISTING ADS ET PRODUCT EXTENSIONS

1Taux de clics (CTR) plus élevésLes annonces produits sont plus attrayantes et intéressantes que les annonces textuelles. Vous bénéficiez ainsi de CTR plus élevés.

2Taux de conversion plus élevésLes annonces produits fournissent des informations (marchand, prix et photo) aux internautes avant même qu'ils ne cliquent sur l'annonce. Les prospects sont donc mieux informés et davantage susceptibles d'effectuer un achat lorsqu'ils se rendent sur votre site.

3Ciblage facile – Garantie de couverture de votre catalogueLorsqu'un internaute effectue une recherche, Google sélectionne automatiquement les produits les plus pertinents dans votre compte Google Merchant Center.

4Visibilité accrue – Double affichageÉtant donné que les deux formats d'annonces peuvent être diffusés simultanément, votre visibilité pour une requête donnée peut être multipliée par deux, voire plus.

Google Confidential and Proprietary

How DSA improves your query coverage

Query

Keyword

Ad

Website

Attention animations

Google Confidential and Proprietary

How does DSA work

*

Specify pages, bids, negatives Provide ad template

(Dynamically generated headline)Clean, friendly, close to station.Students save 20%! Rave reviews.www.example.com

Natural search-based technologiestrigger your ads on relevant queries

queryRelevant

enough toshow?

pages

Score relevance Choose most relevant page

indexCrawl and index

siteDynamic

ad creation

NYC Budget HostelClean, friendly, close to station.Students save 20%! Rave reviews.www.example.com

1. Set Up

2. Serving

A relevant ad is created from the query, the page and your template

Google Confidential and Proprietary

Example of use cases

11

Long tail coverage Full inventory coverage Export

Google Confidential and Proprietary

Benefits of Dynamic Search Ads

12

1Valuable, incremental traffic10% incremental traffic – does not compete with Keyword campaignsPositive or similar ROI

2 Efficient, low effort setupSet up in minutes, and dynamically adjusts targeting and ads to new pages

3Transparency and controlFull reporting on search queries, generated headlines, and landing pages.Ability to exclude keywords or pages of your website

4 SafetyNo impact on existing keywords’ quality score

Google Confidential and Proprietary

Many Shopping related ad formats and more to come !

Google Shopping

Product Extensions -

Search

Product Listing Ads - Search

Bêta Dynamic Ads - (remarketing)

Display

Renforcez votre expertise Google Shopping

Google Confidential and Proprietary

Agenda

14

1 Enhanced Search

2 Products Listing Ads & Dynamic Search Ads

3 Dynamic Remarketing

4 Multi devices targeting

5 Next in Search Ads

Google Confidential and Proprietary

Different formats to match usages: Local extensions & Click-to-call

Ubiquity

Mobile queries are specific

=> Campaigns and ads has to match mobile queries specificity