DMSSO 2016 - Google Micromoments, Future of Adwords, upcoming changes by Lucille Pickering @Google
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Google micro-moments, latest Google Adwords upcoming changes. Lucille Pickering from Google Capital is giving that extra drive to help PPC agencies to grow with Google UK. Lucille was a featured speaker at Digital Marketing Summit Southampton 2016 - a series of events created for marketers in South of England. Eventz.Digital creates and hosts events which cover all aspects of digital marketing including paid search, SEO, mobile, e-Commerce and much more. Eventz.Digital will inspire you to find effective solutions to the real problems you face every day and help you connect with like-minded people. With an action-packed agenda, inspiring key-note presentations and practical workshops, brace yourself for game-changing, dynamic, full-on events. Key partners include Google UK, Google Capital, Digital Garage, Creative Network South, Business South, Hampshire & Isle of Wight Business Alliance and Digital South.
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DMSSO 2016 - Google Micromoments, Future of Adwords, upcoming changes by Lucille Pickering @Google
- 2. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
- 7. VS Game of Thrones Climate Change
- 8. VS Game of Thrones Climate Change
- 9. VS Cats Dogs
- 10. VS Cats Dogs
- 13. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential We’re living in a world of moments IMAGE CORRUPTED
- 14. Proprietary + Confidential 2% Of Companies Are Set Up To Identify, Deliver On, And Measure Moments Forrester Consulting Thought Leadership Paper Commissioned By Google “Moments That Matter: Intent-Rich Moments Are Critical To Winning Today’s Consumer Journey” July 2015 But most of us aren’t ready for them
- 15. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential New moments are happening
- 17. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Micro-Moments The New Battleground for Brands
- 18. Proprietary + Confidential Meet Ben 1800 Contacts His unexpected eye problem one morning leads to a doctor’s visit – and a new order for contacts, researched on the go.
- 20. Proprietary + Confidential 150 times per day that consumers unlock their phones So many Bens, so many moments!!!
- 21. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential HOW DO I MAKE SENSE OF EVERY NEW MOMENT? ARE THEY ALL EQUALLY IMPORTANT? DO I NEED TO WIN THEM ALL?
- 22. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential HOW DO I MAKE SENSE OF EVERY NEW MOMENT? YOU CAN’T ARE THEY ALL EQUALLY IMPORTANT? THEY’RE NOT DO I NEED TO WIN THEM ALL? YOU DON’T
- 23. So focus on the ones the matter! Proprietary + Confidential
- 24. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Lots of moments every day 7:05am Text Beth 7:30am Look at To Do List 7:48am Post Photo of my breakfast 8:12am Read text from Beth 1:23pm Text Jim 2:20pm Take picture of riverfront 2:25pm Post picture of riverfront
- 25. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Only some really matter 7:15am Find breakfast place 7:35am Watch how-to video 8:43am Research vacations 10:07am Shop running shoes 1:40pm Watch style tips video 4:02pm Look up mortgage rates 4:08pm Research running apps
- 26. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential What mattered in Ben’s case? Ben needed to start researching contacts immediately on his mobile phone. Later, back at home, he needed to pick up where left off and purchase from his computer. Ben, 32, hairstylist To order new contact lenses, after a medical scare caused him to throw his old ones out. WHO HE IS 11:57am, in his friend’s car HIS CONTEXT HIS INTENT HIS IMMEDIATE NEED DIDN’T-PLAN- FOR-THIS- MOMENT
- 27. how do I win the moments that really matter? Proprietary + Confidential
- 28. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential How To Win The Moment PEOPLE INTENT CONTEXT IMMEDIATE NEED WINNING THE MICRO-MOMENT
- 29. Proprietary + Confidential Knowing Your Audience Is Table Stakes PEOPLE INTENT CONTEXT IMMEDIATE NEED WINNING THE MICRO-MOMENT
- 30. Proprietary + Confidential 70million Signals for Targeting People GOOGLE INTERNAL DATA People Send Many Signals
- 31. Proprietary + Confidential People: Not Always Who They Say They Are People who seem like they’d probably buy stuff People who said they liked stuff 6 months ago People who need stuff right now
- 32. Proprietary + Confidential INTEREST DEMOGRAPHIC People: Which Signals Matter? NEW PEOPLE PEOPLE YOU KNOWI’M STILL ME!! VISITS/VIEWS PURCHASES $$$ PROVIDES INFO IN YOUR CRM DEVICE-TO-DEVICE SEEKS YOU AGAIN USES LOYALTY CARD WEB-TO-PAYMENT DOWNLOADS
- 33. Proprietary + Confidential Know What They Want PEOPLE INTENT CONTEXT IMMEDIATE NEED WINNING THE MICRO-MOMENT
- 34. Proprietary + Confidential web-to-app Intent: What does the consumer want to achieve? NEW QUERIES NEW INPUTS NEW RESULTS NEW CAPABILITIES “don’t make me type to reach your brand!” play-to-app assisted searchnearest coffee museum hours directions to mall dealership reviews flight delays
- 35. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Recognize Their Situation PEOPLE INTENT CONTEXT IMMEDIATE NEED WINNING THE MICRO-MOMENT
- 36. Proprietary + Confidential Context: A Journey And A Destination cvs 11223 walgreens 285 kings highway rite aid 11223 flu mist available at Walgreens flu mist
- 37. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Simultaneous Screen Context: Are you ready? LocationDevice Location Location Distance 0.1 Meters BLE BeaconsHyperlocal MapsLocation Basics Concurrent Screen
- 38. Proprietary + Confidential Meet Their Most Pressing Need PEOPLE INTENT CONTEXT IMMEDIATE NEED WINNING THE MICRO-MOMENT
- 39. Proprietary + Confidential 57% Of Users Have A Better Opinion Of Brands When They Offer A Good Mobile Experience Source: MoPowered Immediate Need: The New Loyalty
- 40. Proprietary + Confidential Immediate Need: Are You Ready? ONE-CLICK TIMELYSHOPPABLE NEW CAPABILITIES Buy Call Directions Share Review Watch Download FAST
- 41. Proprietary + Confidential We’re living in a world of moments PEOPLE INTENT CONTEXT IMMEDIATE NEED WIN THE MOMENTS THAT MATTER
- 42. Top Five Product Updates 2016
- 43. Gmail ads Connect with Gmail users through advanced targeting and a highly engaging native ad format.
- 44. Proprietary + Confidential Why email? Drive awareness and influence purchase decisions by delivering content and messaging where people keep coming back 86% of people globally use email – more than any other type of daily digital activity
- 45. Proprietary + Confidential How it works: Collapsed ad A collapsed ad is displayed on the Promotions or Social tab to reach users right in their inbox
- 46. Proprietary + Confidential Once the collapsed ad is clicked, the expanded creative opens in the email pane, for 100% share of voice How it works: Expanded ad
- 47. Customer Match For YouTube, Search & Gmail
- 48. Customer Match helps you strengthen connections with your known customer base and forge new relationships across three of the web’s most powerful platforms: YouTube, Gmail and Search.
- 49. You know your customers Who is likely to consider? Who are my loyal customers? Who hasn’t bought in a while?
- 50. How Customer Match works Upload first-party data in AdWords as an audience list Lists are uploaded via a privacy-safe, hashed method AdWords matches your email addresses to Google accounts Once we create your audience list, we discard all data You target or exclude your new audience list across devices and channels Improve reach of your Search, Gmail and YouTube campaigns AdWords generates ‘Similar Audience’ lists from original email lists (when eligible) Available for only Gmail and YouTube
- 51. Confidential + ProprietaryConfidential + Proprietary Click to Message Ads
- 52. Confidential + Proprietary Introducing: Click to Message Ads Consumers will interact with your business on their terms, Click to Message gives your ads a new tool so that your business doesn't miss a single opportunity.
- 53. Confidential + Proprietary Proprietary + Confidential Example workflow User taps Extension, which launches the SMS application with a pre-loaded message for them to send. A sent message is received by the business. A timely response to the user will help engagement.
- 54. Confidential + Proprietary The on-the-go mobile consumer will use the channel most convenient for them in the moment. Website App Phone In Person Messaging
- 55. Confidential & ProprietaryConfidential & Proprietary GDN Responsive Ads Q3 2016
- 56. Responsive Ads are designed to adapt to their surroundings and create the perfect ad to fit into any slot on the GDN Responsive text More conversions at a competitive CPA In early tests, advertisers have typically seen a 15% increase in reach at similar performance compared to standard text ads Responsive image Native Image Headline Description, Logo, and Name Greater creative input for advertisers Upload images, headlines and descriptions that meet your brand guidelines Creative assets Drive awareness beyond the click Native ads are viewed 53% more often than banner ads 1 2 3
- 57. Standard text Rich media text Native Responsive text Responsive image Native Today: GDN Text Ads Tomorrow: GDN Responsive Ads
- 58. Demographics for Search Ads External Pitch Deck September 2016
- 59. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Demographics is an AdWords feature that allows advertisers to modify keyword bids for ages and genders*, helping make sure advertisers reach higher value demographics through more effective AdWords Search Campaigns. What is ‘Demographics for Search Ads’? Device Language Location Keyword Existing AdWords targeting criteria Demographics for Search Ads Daypart Demographics to expand your brand to1 2 Higher-converting demographics
- 60. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential How does it work? Demographic Data Declared Data Inferred Data Age and Gender Ranges =+ Using a combination of declared and inferred data, demo ensures you are reaching the right customer while they’re searching.
- 61. Confidential & ProprietaryConfidential & Proprietary Reporting & Bidding Integration for Rules-Based and Data-Driven Attribution Models in AdWords AdWords Attribution
- 62. Confidential & Proprietary 12 100% 12 conversions Last Click While users often click on multiple ads before they convert, advertisers usually credit only the last click MODEL:
- 63. Confidential & Proprietary MODEL: Fractional conversion credits allocated to each Search keyword based on selected model Attribution modeling enables advertiser to reallocate conversion credit using alternate models 40% 4.8 conversions 40% 4.8 conversions 12 Position-Based 20% 2.4 conversions
- 64. Confidential & Proprietary Position-based Data-Driven Linear Time Decay Introducing Data-Driven attribution models First ClickLast Click
- 65. Thank you
Editor's Notes
- As you know my name is Tom Conroy Google Agency Development Manager Been working in the Irish and UK Markets helping businesses develop their digital strategies Here to discuss the ever changing digital landscape How you can use it to grow your business
- Winter is coming vs climate change
- Winter is coming vs climate change
- Grumpy Cat Vs Boo Dog
- Grumpy Cat Vs Boo Dog
- we Used to live for long dedicated, planned moments. Usually on Desktop Computers but With access to the web anywhere anytime Now the consumer is more erratic decisions are broken down into on the spot moments
- Only 2% of companies at the minute are set-up to capture these moments As Businesses we need to Identify The moment Deliver The Moment And Measure the success
- New moments are being created every day and each one is slightly different to the last They generally fall into 4 categories I want to know - Finding out about the product I want to go - Visiting your physical business I want to do - How do I use the product I want to buy - The one we all care about the most, the purchase All the moments that fall under these categories are what we at Google Like to call Micro-Moments
- The moments that really matter: micro-moments At Google, we call these micro-moments. They’re the moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now. Here’s a little video we made to show you more about micro-moments .... [Play Anthem Video] -- UPDATED JULY 2016 --
- So what are micro moments New battleground for brands where consumers are won or lost Lets look at a real life example of where micro-moments have shaped the path to purchase With out further adue I want to introduce you to my friend Ben
- On the day of his training for a new job Woke up with an eye problem Which lead him down a journey to purchase a product A journey full of micro moments This is his story... Ben’s eye irritation leads to a doctor's visit and ultimately to new set of contact lenses. He starts researching contacts on his phone while in the car but then makes a purchase when back home on his desktop. ALL NOTES: This is Ben, a hipster hairstylist in Austin. He wakes up one day – not just any day, but an important day on which he's to attend training for a new job – with an unexpected eye problem. He thinks he has pink eye and turns to his phone to start searching about it. Given the urgency (he doesn't want to get fired before he's trained!), he makes an appointment to see the doctor that very day. Turns out, doc says does not have pink eye after all, but rather a corneal abrasion. As his friend shuttles him to get a prescription afterward (aside: an effort also driven by search moments), Ben realizes he needs to reorder contacts. (He'd thrown away his last ones when he thought he had pink eye!). Right there in the car he searches for "1800 Contacts" and starts researching on the mobile site. Later, back at home, he searches again and buys from his computer. [Implication]
- VIDEO URL: https://youtu.be/bRrc-8V2Oi0 Mobile enables ben to make progress on getting contacts straight away When he was most motivated Loyal to his needs not to brands Found a good site Need seamless experience across screens In this case final conversion happened at home when he searched again for the brand
- with moniles All can access the internet at any time All are living in moments like bens
- At this stage probably asking there are so many moments, how do i make sense of them all Do they all mean the same thing for my brand Do I need to win them all
- So focus on the ones that matter
- The first type of moment, one we are very familiar with Involves social activity like posting photos and messaging friends Have high personal value, maybe not when looking to engage with a brand The consumer is in control Easy to ignore a brand that interrupts and experience rather than adds to it
- Don’t worry though, you’re in luck Countless other moments where consumers are looking to engage in your brand These are the I-want-to-know the I-want-To-Do the I-want to buy moments that you are looking to capture and win
- People - Who is my customer? Intent - What has my consumer set out to achieve? Context - What situation is my customer in? Immediate need - When do they want to meet their need?
- First Things First Knowing your audience The most important part of winning the moment
- People always sending out signals in their behavior which help in how you can target them
- these signals will help categorise the consumer Help you decipher who wants your product
- With these moments being so unpredictable people start their journey in one moment and finish in the next Let these journeys continue by remembering the consumer from Device to Device From Moment to Moment New people want your products everyday but can’t find them So you need to go out and greet them Find these people by emersing yourself in your target market Learn details of Demographics, Interests and behaviors and Target with the data you collect It’s easy to lose yourself in targeting new people, don’t forget your existing customers people provide you with their personal information on a daily basis Use the information you have on your customers To re-enage them at the key moments
- Once you know the consumer You need to know what they want do they want to learn or do they want to purchase
- You can figure out the intent of the consumer by the query they search This leads on to you being successful when you are visible If you understand the intent of the consumer, you can drive home the correct message in your advertisements and online presence
- The next stage is to recognize the consumers situation their context is key in understanding how their path to purchase will unfold
- Ask yourself what is your consumer’s context? on the bus at home in-aisle on the go it’s important to evaluate how does this context change intent in the moment? For example:
- At home, searching for coffee at 11 PM on desktop - probably not looking to buy right this instant - is maybe researching Walking down the street searching for a coffee shop at 7:30 AM - in castlebar, where it’s probably cold and raining - she’s probably looking to buy a coffee right this second Standing in the aisle, in front of an array of beverages searching for coffee or best coffee - maybe even searching for reviews on different brands - looking for confidence to make the purchase This context leads you to find the consumers most pressing need
- Immediacy is key The consumer is impatient Consumers will not hesitate to move on to another business if you don’t offer what they want in the moment
- By offering this immediate experience You will see the return of customers increasing They now know you can offer them the service when they need it most
- Prepare yourselves to be immediate Be quick, check and Optimize load speeds, 50% of visitors will leave your site if it takes over 3 seconds to load One Click, when looking at your path to purchase, make it as simple as possible the shorter the journey the more immediately the consumer can hit their goals The More chance you have of successfully converting Provide as much useful information about your brand/product at that first contact point Prices, Times and locations will all help show the consumer that your brand has what they need
- If you prepare your business for all of these things I am sure that your business will succeed in this new world of micromoments Thank You
- As a marketer, you know your customers. Your CRM data helps you understand the different types of people who have a relationship with your brand. And you use that information to address fundamental marketing challenges, including: Who is buying my product -- and how can I get them to buy more? Who hasn’t bought in a while -- and how do I encourage them to reconsider? Who is likely to consider -- and how can I make them aware?
- There are many ways a user can connect with a brand, and Google has ads products that help that along, with the exception of messaging...till now
- DFSA has been in beta since 2012 and was launched publicly to all AdWords accounts Q3’16. Combining that demographic with the intent of search means you can meet your customers in the moments that matter, delivering helpful content better tailored to them and their interests. *At SMX East (NYC, 9/28/2016) we announced HHI (Household Income) was a targetable segment in DFSA. This is not currently available, we will update this pitch deck as well as all other materials when HHI becomes available. Timing on this is TBD. Note that Parental Status, while available in Display, is still not available in DFSA. Timing on this is TBD.
- Using a combination of declared and inferred data, demo ensures you are reaching the right customer while they’re searching. The information we use is used in accordance with Google's privacy policy.
- 66% of your conversions involve > one ad click Attribution, as you know, is the process of assigning value to each touchpoint leading up to a conversion. For example, if I click a search ad for “great tech gifts”, then click another ad for “highly rated tablets”, and finally click an ad for “nexus 9 tablet” before I purchase the Nexus, how much did each keyword contribute to my purchase decision? We could use a position-based attribution model to change the typical last click attribution logic that is used to credit conversions. This model could redistribute the 12 conversions that were generated by this path across the three keywords according to ‘position-based’ logic: “great tech gifts” would receive 40% credit (or 4.8 conversions), “highly rated tablets” would receive 20% (or 2.4 conversions) and “nexus 9 tablet” would receive 40% credit (or 4.8 conversions).
- Historically, we have only offer 5 rules-based models within the AdWords Attribution Modeling Tool. As of today, we are now offering an additional option for advertisers: Data-Driven mathematical attribution models. Please note that there must be a minimum of 20000 clicks and 800 conversions over a 30-day period to build the data-driven model for a conversion type.
- As you know my name is Tom Conroy Google Agency Development Manager Been working in the Irish and UK Markets helping businesses develop their digital strategies Here to discuss the ever changing digital landscape How you can use it to grow your business