Rise of the constantly connected consumer

5+ Hrs 40% 65%

spent online per day of that time on of transactions
mobile start on mobile

Confidential and proprietary

 Reaching the right audience

Your goal hasn’t changed. Your goal is to find your ideal audience, and reach that
audience at scale in the most cost efficient manner possible.
Confidential and proprietary
 Here’s how Google can help

PERFECT Complete transparency and advanced

INSIGHTS measurement

PERFECT
AD Dynamic and engaging creative

PERFECT Efficient cross-funnel solutions leveraging

USER real-time data

PERFECT
PLACE
Expansive reach across content and devices
Confidential and proprietary
The Perfect Place
 95%
ss screens
The #1 Display provider acro Reach
#1 in Desktop

82.7%
Reach
#1 in Mobile

94.5%
Reach
#1 in Multi-platform
Engage with users across devices seamlessly
Your customers are cross device, so is the GDN

On Desktop & Tablets On Mobile Web In Apps

The Perfect User
 Using data to influence the path to purchase

Regularly
Travel reads
Enthusiast
Travel related blogs

Browses videos of
Considering a beach
Caribbean resorts
30 years old vacation

Male

Earns $100K+/year

Beach Lover
In-market for Travel
Compared prices on a
Planning his to the Caribbean
travel review site
next vacation

Re-engage with a
Visited a hotel site
users with dynamic
to see photos of
content tailored to
their ocean view
them
rooms
Use context to maximize ROI in a connected world

Hotel
5 star hotel
Tonight

Laptop Mobile

Home Airport
Efficient reach across marketing objectives

DEMOGRAPHICS CUSTOM AFFINITY AUDIENCES SIMILAR AUDIENCES DISPLAY SELECT KEYWORDS REMARKETING
Women 35+, $100K+/year HHI Surfing fanatics Similar to recent hotel purchasers Viewing best waves in Honolulu Re-engage with
existing site visitors

AFFINITY AUDIENCES KEYWORD IN-MARKET AUDIENCES

Travel Enthusiasts Viewed best waves in Honolulu Intending to book hotels

PLACEMENT TARGETING TOPIC TARGETING

Viewed travel sites or apps Viewed travel pages

Awareness Consideration Purchase

 Automate to maximize profits
Clicked on
display ad

Real-time Bidding
Visited from TEST
mobile device sets your bid in 400ms,
based on 70 million
signals
Browses
shopping sites
LEARN

Viewed
multiple Auto Targeting
products automatically expands your
creatives to
new users with high
SCALE probability of converting

First time
site
visitor
The Perfect Ad
Creative solutions across the funnel

Purchase & Loyalty

● Dynamic Image Ads

● Dynamic Text Ads
● Click to Call Text Ads
● Click to Locate Ads
● App Re-Engagement Ads
Creative solutions across the funnel

Consideration

● Standard Text Ads

● Standard Image Ads
● Gmail Ads
● App Promotion Ads
● TrueView Ads
● Lightbox Ads
Creative solutions across the funnel

Awareness

● Video ads
● Display ads bought on
viewable CPM
● Mastheads
The Perfect Insights
 A Suite of Measurement Solutions
to deliver insights across advertiser objectives, cross-channel & cross device
GOOGLE SOLUTIONS

ONLINE-TO- OFFLINE CONVERSIONS

OFFLINE
ONLINE-TO-STORE TRACKING

CROSS- ESTIMATED CROSS-DEVICE CONVERSIONS

DEVICE
USER ID

INTRA & CONVERSION LIFT SALES LIFT

MULTI-CHANNEL
IMPACT & ROI SEARCH LIFT MULTI-CHANNEL FUNNELS

BRAND VIEWABILITY BRAND LIFT

IMPACT
EXTRA REACH GOOGLE CONSUMER SURVEYS
 The Google Display Network

PERFECT Complete transparency and advanced

INSIGHTS measurement

PERFECT
AD Dynamic and engaging creative

PERFECT Efficient cross-funnel solutions leveraging

USER real-time data

PERFECT Expansive reach across content and devices

PLACE
Confidential and proprietary
Appendix
Case Studies
 60% 3X 5%
Affinity audiences Increase in website Increase in average time Call leads came from the
In-market audiences visitors. Half of those spent on site GDN
Dynamic remarketing were new

Confidential and proprietary

 20% 30%
In-Market Audiences Higher ad response Boost in short-term
rate conversion behavior

Confidential and proprietary

 17% 26% 58%
In-Market Audiences Lower CPA of all converted Lower CPC
traffic from display
campaigns

Confidential and proprietary

 +10% +9% +5%
Similar Audiences Revenue Booking Unique Visitors

Confidential and proprietary

 +13% 10x+
Display Remarketing Average Order Value ROI

Confidential and proprietary

 Jet Airways doubles conversion rates with AdWords
Dynamic Remarketing

Dynamic
Remarketing 2x
conversion rate
65%
reduce in CPA

"Dynamic Remarketing has helped ensure that the messages we reach our guests with, are much more relevant which aligns with our
broader goal of being customer centric. It has clearly been a Win for Jet Airways’ digital marketing efforts!"
Belson Coutinho VP Marketing, eCommerce & Innovations, Jet Airways

Confidential and proprietary

 203% 119%
Dynamic Remarketing Goal was to create higher conversion rate higher conversion rate
awareness of Storkie brand than regular display than regular marketing
and product offerings, and
to connect with customers

Confidential and proprietary

 +12% +8.5% +9% 2.38
Incremental Incremental New converting Incremental
purchases Revenue users return on
ad spending

Confidential and proprietary

 “…We’ve been able to increase conversion volume “With target ROAS, we don’t have bid differently
while still meeting our CPA goals.” for CPA bids on various placements”
Jennifer Peng – User Acquisition Manager, Storm8 Larry Sweeney – Marketing Manager, eBags

120% 7X
Increase in
Conversion Optimizer Conversion Rates Target ROAS Return on Investment

Confidential and proprietary

 Success story – Quikr achieves growth in India at scale

Quikr is India’s largest online and mobile classifieds portal

● Goal: increase app downloads 5x while keeping CPI within 15%
● Tested two ad types, interstitial and non-interstitial, while focusing on “new
smartphones” recently activated and “top apps” to reach users on apps with
the highest impression volume
● Combined Search, Display and YouTube app download campaigns to
increase App downloads 467% within target CPI

5x 15%
Increase in CPI rate
app download maintained

"Google has played a key role in meeting our objectives of driving exponential growth of
app user base in India. Multiple targeting options and mobile product innovations from
Google helped us achieve both the scale and quality of App Downloads." -Prany Chulet, CEO

Confidential and proprietary

Targeting Slides
Targeting view: User intent
Targeting that takes into account user intent

DEMOGRAPHICS AFFINITY AUDIENCES IN-MARKET AUDIENCES

Women 35+, $100K+/year HHI Travel Enthusiasts Intending to book hotels

PLACEMENT TARGETING CUSTOM AFFINITY AUDIENCES SIMILAR AUDIENCES

Surfing fanatics Similar to recent hotel purchasers
Travel sites or apps

TOPICS TARGETING KEYWORD CONTEXTUAL DISPLAY SELECT KEYWORDS

Viewing travel pages Viewed best waves in Honolulu Viewing best waves in Honolulu

REMARKETING
Re-engage with existing site visitors

Low user intent signals High user intent signals

Awareness
Targeting view: Advertiser choice
Choose from a pre-set taxonomy or customize to meet your needs

PLACEMENT TARGETING KEYWORD CONTEXTUAL

DEMOGRAPHICS Viewed best waves in Honolulu
Women 35+, $100K+/year HHI Travel sites or apps

TOPICS TARGETING CUSTOM AFFINITY AUDIENCES DISPLAY SELECT KEYWORDS

Viewing travel pages Surfing fanatics Viewing best waves in Honolulu

AFFINITY AUDIENCES REMARKETING

SIMILAR AUDIENCES Re-engage with existing site visitors
Travel Enthusiasts Similar to recent hotel purchasers

IN-MARKET AUDIENCES
Intending to book hotels

Pre-set taxonomy Fully customized

Awareness
Targeting view: Automation
Favor precision and content or favor expansion to reach ROI goals
DEMOGRAPHICS
Women 35+, $100K+/year HHI

PLACEMENT TARGETING AUTO TARGETING

Travel sites or apps AFFINITY AUDIENCES Automated targeting to reach CPA goals
Travel Enthusiasts

TOPICS TARGETING CUSTOM AFFINITY AUDIENCES AUTO BIDDING

Viewing travel pages
Surfing fanatics Automated bidding to reach CPA goals

DISPLAY SELECT KEYWORDS KEYWORD CONTEXTUAL

Viewing best waves in Honolulu Viewed best waves in Honolulu

REMARKETING IN-MARKET AUDIENCES

Re-engage with existing site visitors
Intending to book hotels

SIMILAR AUDIENCES
Similar to recent hotel purchasers

Optimize for precision Optimize for performance

Awareness
 Demographics with Google
Reach users based on age, gender and parental status

Scalable Efficient Accurate

Layer with other targeting to Use a combination of declared
Over 1B categorized
Scalable users optimize Efficient
for the best users Accurate
& inferred data
worldwide/week

Blast your brand’s message to Constantly tuned for precision

the right audience
Affinity Audiences
Buy the same segments at the same reach as on TV

Some examples below:

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

Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers

Fashion Forward Travel Buffs 30-Minute Chefs

Custom Affinity Audiences: your audience, created by you

You know best which users are likely to be inspired by your brand…
why choose a one-size-fits-all audience?

● Identify your ideal audiences

● Reach them at scale, with minimal waste
● Measure the impact of your ads with
those audiences
In-Market Audiences
Reach users actively researching and intending to buy
Over 18 segments. Some examples below:
Apparel & Consumer
Home & Garden Autos & Vehicles Business Services
Accessories Electronics
Display Select Keywords
Reach customers browsing relevant content to your keywords and have high
likelihood to purchase your products or services
How it Works
Selective Contextual targeting
Leverage Google’s algorithm to match your keyword
Powerful technology matches your keywords
targeted ads to contextually relevant sites when users
to a subset of highly relevant pages
are likely to convert. We match your ad using keyword
selection, predictive conversion models, customer’s
purchase intent, and other criteria.
Efficient performance
Predictive conversion models serve your ads
if there is a high likelihood of conversion

Enhanced control and predictability

Effectively manage your bids and placements
to fit the value you get from your ads
Similar Audiences

Awareness

Consideration
Reach users similar to your best
Purchase performing audiences
● Similar Audiences enables you to find new audiences who share
Advocacy characteristics with your site visitors
Remarketing gives you a second chance to convert past
visitors

96% 70% 49%

Leave a website Abandon shopping carts Typically visit 2–4 sites
without converting1 without purchasing1 before purchasing2
Ad Format Slides
Simple, Dynamic and Engaging Ad Formats

Text Image Rich Media &

Video
Text ads, designed for,

the
the

+
context
finger
of a
&
mobile
thumb
user
click
click
click
totodownload
tolocate
call
Confidential and proprietary
Image ads that work seamlessly across devices

● Auto-resizing of image ads

● Flash to HTML5 conversion
● HTML5 ads accepted if:
○ Built in Google Web
Designer
○ Accepted 3PAS partner
Dynamic image ads
Build once traffic everywhere
Gmail Ads
Available targeting

Customer Match/
Similar Audiences
Age Device

Geo Topic / Affinity

Once the collapsed ad is clicked, Keyword / Language

your expanded ad owns 100% share of voice Domain
Gender
Video: TrueView ads build your brand across the web
On YouTube and the Google Display Network. Reach an engaged audience.

SKIP AD
You’re only charged People who
when a user has seen choose to watch are
30 seconds or the end
%
of the ad, whichever
comes first 75
more engaged

Reach highly qualified consumers through sight, sound and motion while they discover, browse
and watch videos across YouTube and the Google Display Network.
Display ads bought on viewable CPM:
Pay only for viewed impressions
Lightbox ads: An engaged audience that chooses to interact
Your brand experience, on any screen, in minutes

Choice: Build Once, Run Everywhere Ready in Minutes

Invite Your Customers
to Connect

● extend your creative across

● only pay when people choose to
interact
● find a more qualified audience;
billing based on engagement
screens without additional work
● HTML5 ads work globally, on all
devices and operating systems,
in any country
● pull from your existing brand
assets, like YouTube videos
● no creative production costs or
minimum spend
● flexible layouts so your content
remains front and center

Backed by the Power of Google

● simple centralized reporting, across all devices in AdWords ● reach users across 2+ million sites on the GDN
● measure using Search Lift studies available in the US ● find the right users with affinity, in-market segments and
other Google targeting capabilities
 Rich Media: Lightbox ads invite engagement with your brand
Build once, runs everywhere. Pay only for engaged users

User is invited to engage Only pay when people tap or 100% SOV on expansion
hover to expand
App Install Ads
Encourage users to install or engage with your app

YouTube Search In Apps On the Web Gmail

Measurement Slides
Viewable CPM Buying on The Google Display Network
Only pay when > 50% of your ad is on screen for over 1 second

• Efficient - Win viewable impressions cheaper than with other

bidding methods

• Zero Waste - Only pay for ads that are viewable, using any
targeting desired

• Unmatched Reach - Reach 65% of daily US internet users across

devices
Estimated Total Conversions
Understand the user path to purchase across devices

SEE CRITICAL INSIGHTS:

Understand how your mobile ads help
you acquire and retain customers across
devices. SIGN UP

HOW TO GET STARTED?

No action necessary if you have already
implemented Conversion Tracking
across your web and mobile assets. “Our Mobile Display campaign generated 40 conversions but
contributed to 80 conversions that occurred on other devices”
Conversion Lift shows incrementality of Display ads

Advantages of Conversion Lift include:

✓ Cheaper – No extra cost or fee: Only pay for the ads users see
in a test that is 10x-100x cheaper than other tests

✓ Faster – Depending on conversion volume, you can see results

in as quickly as one week; average test lasts about 3 weeks

✓ More Precise – The test split is conducted at auction time

eliminating noise in the data while maintaining the statistical
rigor of clinical trials

How it works: Target audience is segmented into test

and control groups based on randomized ad exposure.
Next, behavior of the test and control (those not shown
an ad) groups are compared to detect lift in
conversions, site visits, revenue, and search behavior).

CONFIDENTIAL - DO NOT SHARE WITH CUSTOMERS UNLESS UNDER NDA

Store Transactions measures in-store purchases
Gives you granular performance insights for display clicks

A user clicks on a
Google Display ad

An offline conversion
and AOV reports in
AdWords One of our data
The user purchases provider partners drops
something from a cookie from your site
your store
Introducing Brand Lift

Brand Lift lets you measure the metrics that matter with
results you can trust to improve effectiveness mid-flight

Measure the metrics Results you Improve effectiveness

that matter can trust mid-flight

Brand awareness, ad recall, Reflecting our By understanding what

brand interest and best-in-class methodology works in near real-time
consideration*

Google Confidential and Proprietary

 What is Brand Lift?

Brand Lift

Ad recall
What we Brand Awareness
Brand
report interest
Consideration

How we Surveys Organic Search Activity

measure it

Which types of Which demo is driving Is my campaign inspiring

questions will the highest lift in consumers to search for
we help answer brand awareness? my brand or products?

Google Confidential and Proprietary

* To start with, consideration is only available in the US for surveys in English.