Real Time Audience Buying with Google Thibault Oberlin – Regional Product Expert

agenda ●  the importance of data in digital marketing

●  reaching the right audience with precision & scale

●  turn insights into action

●  Q&As

91% of marketers believe data drives success for campaigns

*The 2012 BRITE/NYAMA Marketing in Transition Study – Columbia Business School

A fundamental shift has already happened with consumers

Age

Gender

Interests

Duration

Frequency

Recency

Search gMail

Web Ads

Strong Relationships Better Performance More Conversions

promise of data: precision

How do you do to deliver real time, relevant, personalized messages to your customers at scale?

precision & relevance drives performance Example: dynamic remarketing drives a 450% higher CTR* than remarketing alone

Dynamic remarketing is a great example of top relevance for effective messaging

challenge: bidding right for the right user ?

?

?

?

?

?

Businessman Music Teacher

Hair Stylist

Chef

College Graduate

Designer

the solution: real-time bidding 0.30 руб

3 руб

0.05 руб

0.70 руб

10 руб

1.25 руб

Businessman Music Teacher

Hair Stylist

Chef

College Graduate

Designer Audience Targeting +

Real Time Bidding =

Precision at Scale

Audience Targeting and real-time bidding bring together real time audience buying

Leverage real-time bidding to set your bid in 400ms Analyze 70 million unique variables in each auction Evolutionary power of 10 competing machine-learning models

Conversion Optimizer

challenge: economics of bidding the example of manual bidding with a fixed CPC

pCV

Cost

5.00 руб

1.00 руб

1.   Probability of conversion for every impression (pCV)

2.  With Max CPC, you set a flat bid (1 руб)

3.  This yields one inefficiency if you bid too much

4.  If you ever assume the client has a break-even CPA (5 руб)

5.  There is a second inefficiency in which you bid too little

Break-even CPA

Bid

automated bid strategies: overview

Enhanced CPC

Target CPA

Target ROAS

economics of bidding in the auction: eCPC

pCV

Cost

5.00 руб

1.00 руб

Enhanced CPC

Modifies bidding by + / - 30% to improve chance of conversions depending on the probability of conversion

Campaigns in which you want to meet CPC goals and improve the chance of conversions. This can work well for customers factoring in view-through conversion data.

Require conversion tracking

Cost

5.00 руб

pCV

economics of bidding: target CPA Target CPA

Campaigns in which you want to automate bidding, but still have control of targeting.

Require conversion tracking

Modifies bidding to improve chance of conversions depending on the predicted conversion rate

Cost 5.00 руб

pValue

economics of bidding: target CPA Now if we look at the transaction value itself…

1.  Every conversion carries a probable value (pValue)

2.  With Target CPA, you set your

Target CPA 3.  And we use our algorithm to

predict your conversion rate (pCVR)

There is bid inefficiency everywhere!

Cost

10:1 руб

pValue

economics of bidding: target ROAS

Target ROAS

Modifies bidding to improve value of conversions depending on the predicted conversion value

Campaigns in which you want to automate bidding and have a concrete ROI target

Require conversion tracking and conversion values

Improved performance with RTB

1.  Target ROAS paired with remarketing yields a 9% increase in ROI

2.  Target ROAS paired with

dynamic remarketing yields a 40% increase in ROI

Remarketing & Target ROAS

Dynamic Remarketing & Target ROAS

9%

40%

*Google Internal data

sharing conversion values is critical Setting up conversion values by conversion type Specify a conversion value per conversion type (via Conversion Settings Page)

Setting up conversion values dynamically by transaction Dynamically pass through each conversion/transaction's order value (via code snippet on Thank You page)

Input values:

use flexible bidding strategies for RTB in AdWords

Flexibility

Optimize for goals independent from campaign hierarchy (assign strategies to KWs, ad groups, or campaigns)

Advertisers will have more control than ever (varies per strategy). Example: bid limits in Target ROAS

Detailed reporting per strategy

Control Reporting

before flexible bid strategies...

Campaign 1 Campaign 2 Campaign 3

Conversion Optimizer (Target CPA)

Enhanced CPC Manual Bidding

Shopping Cart Abandoners

Product Viewers

Homepage Visitors

automate bids with flexible bid strategies to increase performance and save time

with flexible bid strategies

Campaign 1 Campaign 2

Ad group: Shopping Cart Abandoners

Ad group: Return Buyers

Ad group: Homepage Visitors

Ad group: Product Viewers

Target ROAS Enhanced CPC Manual Bidding

Manual Bidding Target CPA (flexible Conversion Optimizer)

Enhanced CPC

getting started

Share conversion

values

Determine targets

Create strategy Assign strategy

3 pillars of Audience Marketing

BE THERE

BE RELEVANT

BE OPTIMIZED

questions

thank you