Don't Hesitate, Estimate! Cross Device Success With Google's Estimated Total Conversions By Jeremy...

transcript

#SMX #13B @JeremyHull

Jeremy Hull Director of Bought Media, iProspect

DON’T HESITATE, ESTIMATE! CROSS-DEVICE SUCCESS WITH GOOGLE’S ESTIMATED TOTAL CONVERSIONS

51COUNTRIES

74OFFICES

$2.1bnGLOBAL BILLINGS

350+CLIENTS

blah blah blah

yadda yadda

(insert shocking statistic here)

“Billions of times per day, consumers turn to Google…and at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.1”

The “Mobile Moment” is Here

Source: Google | Inside AdWords Blog 1Internal Google data

62% of marketers advertising on

mobile don’t have an intentional, separate mobile

strategy

Source: Offerpop, “The State of Digital Marketing Trends: The 2015 Report”;

eMarketer calculations, Dec 8, 2014

AVAILABLE NOW

Google Estimated Total Conversions: Cross-Device Conversions

When consumers are signed into Google accounts on multiple devices, we record conversions that result from an ad click on another device

We use this sample of cross-device conversions to estimate a total number of cross-device conversions*

We then combine this estimate with the conversions you see today to provide more comprehensive measurement

Use Case #1: Set Benchmarks & Test Track totals overall & by campaign

Adjust mobile strategy & measure impact

Use Case #2: Allocate Campaign Budgets

Track cross-device impact Prioritize budget allocation Review AdGroup-level data, break out campaigns

Use Case #3: Drive Mobile Bid Adjustments

Cross-Device Activity

Store Visits

ETC: More Than Just Cross-Device

Call Conversions

Bonus: Test Mobile Ad Formats

THANK YOU!

Join us @SMX East NEW YORK CITY

Sept. 29th – Oct. 1st 2015

Don't Hesitate, Estimate! Cross Device Success With Google's Estimated Total Conversions By Jeremy...

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