Boost your performance with Google Search - on all screens Christian Vigne - SEEMEA Performance Product expert

Agenda

1. Google search brings demand at your fingertips

2. From queries to context

3. With the most innovative ad formats

Capture a massive and growing demand on Google Search

Let’s start with queries

Complex

More and more real questions

“how to make up”

From all screens ⅓ of queries are mobile

Uniques

450 billion queries since 2003

Unseen

15% of Google Searches each day have never been seen

before

How Google Search can help you capture this massive demand ?

Our solutions to cover this vast amount of queries

Query Ad Search engine

Query Ad Keyword

Query Ad Site or feed DYNAMIC

Demand Offer

Examples of feed based ad formats Hotel Price Ads Product listing ads

Dynamic Search Ads

Cover queries on all devices, times and geos

Mobile or mobility ?

...and Google properties like Maps on desktops, tablets and mobile

Bid like a pro

We connect at any time, from anywhere, using a variety of devices

Our behavior adapts to our situation… as do our expectations

...and context creates new opportunities

From query to context thanks to many powerful signals

TODAY: Context

Query

BEFORE: Intent

красивые виды

Location

Mountains

Time

6 pm

Device

Tablet

Website activity

Photograph

Demographic data

Woman

Enhanced campaigns mean a stronger adaptation to context in ads

Three very important bid adjustments

LOCATION DEVICE AUDIENCE

Optimize for your customer’s location

ONLINE

Increase foot traffic to your business OFFLINE

Two pillars when talking about location

Optimize for your customer’s locations

ONLINE

ONLINE

Target broadly, bid granularly

Smaller geo targets enable more tailored messages and contextualized bids

ONLINE

Geo : 0%

Москва

Geo : +75%

Юго-Восточный административный

округ

Geo : +150%

Международный Аэропорт Домодедово

Available geo targets in Adwords for Russia

City 351

Region (Oblast) 86

Okrug 28

Airport 1

More to come !

ONLINE

Geos can represent distinct audiences

High performing venue (airport) Bid adjustment +70%

Audience targeting based on geos is the next big effort by Google on location

Available now Sometime soon !

How many cities can be targeted in Russia with Adwords ?

351

QUIZZ !

Increase foot traffic to your business

List your businesses in Google Places

Google Places is the central database for all location info

Used in Adwords And Maps

Display your store information alongside ads

Location extension

Click to call

Increase foot traffic to your business

Increase bids to focus on the local customer and adapt messaging and extensions to bring them into your store

OFFLINE

Fine tune your bidding with audience targeting on search

Tous les internautes qui utilisent le réseau de recherche n’ont pas la même valeur !

1 1 1 1

1 1 1 1

1 1 1 1

1 1 1 1 1 1 1 1

1 1 1 1 1 1

1 1

Not all users are created equal

20 20

1 1 50 50 1 1 20 20

1 1 50 50

1 1 100 100

Three very important bid adjustments

LOCATION DEVICE AUDIENCE

Precision and reach

Reach

Pre

cisi

on o

f ta

rget

ing

Right query

Right Places

Right context

Right audience

Right Time

Use our brand new, visual and interactive ad formats

Paid and free search evolve at the same time

Highlight third-party reviews in your ads with review extensions

Form extensions

Product listing ads on all screens

Location Extensions can also enable C2C

Call Extension Call Extension with call only

Computer & Tablets

Models Serviced

Dave’s Scooter Repair Shop www.example.com (650) 555-1212 Free estimates. Call Dave to schedule your repair!

Schedule Online Now 118 people +1'd or follow Dave’s Scooter repair

Click to call !

Top Ad

Google Confidential and Proprietary

Promote your app on search and display

Serving both your performance (direct response) challenges

And your branding objectives Video extensions*

Search can even be used in a creative way !

спасибо за внимание !