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Google’s Approach to Affinity Segments

Diya Jolly, June 21, 2013

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Google Confidential and Proprietary Google Confidential and Proprietary

Google Confidential and Proprietary

Initial consideration set already in mind Be visible in every part of your customer’s non-linear purchase path

Evaluation

Consideration

Purchase

Advocacy

Awareness

Inspired by McKinsey Consumer Decision Journey

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Google Confidential and Proprietary

Be Relevant…..

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Do it at Scale

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Affinity Segments aggregate users based on their lifestyles and interesets, allowing advertisers access to those for whom their product or offering is most likely to matter

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What Affinity Segments do

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Affinity Segments for brand advertisers Going beyond demographic targeting

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Points of Passion Active Lifestyle Travel Savvy Arts & Entertainment Consumer Habits

Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers

Fashion Forward Frequent Travelers 30-Minute Chefs

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30-minute chefs

•  People looking for quick and easy meals for families

•  Moms (esp. working moms) who want to provide a home cooked healthy meal

•  Browse tips on how to make it easier to cook during the week

•  Shop for items that simplify the process

Example advertisers •  CPG companies with products designed for

fast, yet healthy meals

•  Fast Food restaurants promoting healthy options

•  Home appliance manufacturers and retailers

Offline media

TV/Cable: Networks devoted to food and cooking, shows about making meals at home

Print: Food/cooking magazines, parenting magazines

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Google Affinity brings it all together

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Data

Predictive Algorithms

Zero Latency

Scale

Quality Control

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1. Robust Data Signals Affinity Segments

300B+ impressions/month

65% of comScore’s top 200 sites

2M websites

94% of U.S. internet users

O&O properties

128Mvisitors/mo.

3.1Mvisitors/mo.

66Mvisitors/mo.

100Musers

343Musers

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Sites Games Video Feeds Mobile Social media

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2. Bringing meaning to the data via predictive algorithms

Frequency of visits

Intelligently combine with other data points

Normalize the data

Duration since visit

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Google Confidential and Proprietary

3. Zero latency

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Google Confidential and Proprietary

4. Doing this at scale

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Google Confidential and Proprietary

5. State of the Art Quality Control

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Google's Affinity Segments drive success for the launch of the all new 2014 Mazda6 Mazda Canada efficiently connects with target audience at massive scale

MARKETING GOAL To build awareness of the 2014 Mazda 6 and its feature set, and capture qualified leads via Mazda.ca SOLUTION Used precise Affinity Segments to reach target audience while delivering an engaging ad experience

RESULTS Reached nearly half a million potential buyers in the first month alone - 10X more users than other targeting types

TACTICS •  Used the "Technophile" Affinity Segment to target

urban professionals with a passion for technology •  In combination with Keyword Contextual Targeting and

Remarketing, Mazda Canada generated significant results

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5 things to remember

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Data

Predictive Algorithms

Zero Latency

Scale

Quality Control

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Q & A

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Google Confidential and Proprietary

1. Robust Data and User Segments

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Sites Games Video Feeds Mobile Social media

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2. Bringing meaning to the data via predictive algorithms

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Luxury Shopper

Frequent Traveler

30-Minute Chef

Outdoor Enthusiasts

Hardcore Gamers

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*

Find the right people * *

Luxury Shopper

Frequent Traveler 30-Minute

Chef