Nuevas herramientas de Google | Google Q3

Nuevas herramientas de Google Revisado y reeditado porOscar García / @solucionseo

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Fuente original:Google Partner

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Branding & performance with Google Q3

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AlwaysThere

Always Optimised

Always Relevant

Always There

Always Optimised

AlwaysRelevant

Reach all potential clients across all screens and Platforms!

Presence in MobileExport

YOUTUBE - Reserve Buy & MastheadHANGOUTSGDN BLAST

Maximising relevance to optimise performance

Display RemarketingRLSA

Shopping CampaignsGMAIL SPONSORED PROMOTIONS

REMARKETING FROM GAENGAGEMENT ADS

SEARCH COMPANION MARKETING

Improve tracking to allow better measurement and attribution

Conversion Tracking GOOGLE ANALYTICS

BIDDING STRATEGIES

Google’s 2014 Big Bets

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Always relevant

Impactar ciclo compra con GDN

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Relevant to users

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DCOCon

vers

ion

Rat

eLO W

GO

OD

Remarketing: Search

Landing Page

Remarketing: Product Pages

Cost Per Conversion (CPA)GOOD COSTLY

Remarketing Abandoned Shopping

Cart

Remarketing:

Homepage

KCT: Brand

Keywords

KCT: Product

Keywords

KCT: Related

Keywords

Topics TargetingRun of

Site(Placement Targeting)Interest

Categories

La segmentación más efectiva hacia performance

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Remarketing

Remarketing List for Search Ads

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Remarketing List for Search AdsGoalUsers that leave your site without booking for a hotel → RLSA helps you connect with these potential customers when they continue looking for what they need. Set your bids, create ads, or select keywords keeping in mind that these customers have previously visited your website. Uses remarketing lists to enable these customizations.

Basic Strategies:1. Bid on keywords that you don't normally bid onjust for people who have recently visited your site, or have converted on your site in the past. This can help you increase your sales.

2. Optimize bids for your existing keywords forvisitors on your remarketing lists.

Proposal:

Bid on more generic keywords only for people who have previously booked from your site.

Increase your bid by 25% for those who previously viewed your website in the last 30 days. Show a different ad to site visitors who have visited the page of a specific suite/type of room but have not booked.

New Shopping Campaigns

Administración de campañas orientada a minoristas- Simplifica la forma de pujar y de administrar los productos.- Mayor rentabilidad.

Informes avanzados- Ofrecen transparencia de datos- Permiten agrupar los productos en categorías lógicas- Disminución de los costes

Datos del panorama competitivo- Aumento del ROI- Ahorro de tiempo

Nuevas campañas de Google ShoppingVentajas.

Engagement Ads

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Connect with the right customers:

- Target your ads using all the different Display Network targeting methods available.

- You only pay when there's a qualified engagement with your ads (an engagement takes place when customers have "opted in" to

receive your message - for instance, by hovering over your ad for two seconds).

2 of our available rich media formats:

- Create an ad using one of the 2 rich formats. (Ex: create an ad that expands to a lightbox and provides a full-screen canvas, or

create an ad that plays a video within the ad unit, with audio enabled, in the context your customer is).

- Hover-to-play ads

- Lightbox ads

Engagement ads

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1-VIDEO LIGHTBOX IN AD GALLERYA video creative starts as an in-page ad that, after a two-second rollover, expands to the center of the web page

Ad Sizes: ● Invitation panel: 300x250, 728x90, 160x600, 468x60, 336x280,

120x600● Expanded state unit size: 600x400

Assets: ● Invitation state image● Video (any format supported by YT)● Clickable banner image (600x60)● Display URL● Destination URL

Specs: ● Clear CTA mentioning “hover to...”● Invitation state size 50KB / File format JPG, PNG, or GIF (SWF

also available)● Full specs here

Demo: - Nexus4

TAT / min. spend: - No TAT (self service in Display Ad Builder Ad Gallery)- No min. spend

Engagement ads

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2-HOVER TO PLAY FORMAT

Engagement ads

Ad starts with opening image

1

Demo: Nexus 7

TAT / min. spend: ● No TAT (self-service in Display Ad Builder

Ad Gallery)● No min. spend

Ad sizes: ● Invitation panel: 300x250, 336x280

Assets:● Opening image● Optional Closing Image● Image size 50KB / File format JPG, PNG, or

GIF (SWF also available)

● Video any format supported by Youtube

Hover-To-Play Specs:● Here (Hover to play section)

After 2sec Mouse Over Video starts with sound

Gmail Sponsored Promotions

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Gmail Sponsored Promotions

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Gmail Sponsored Promotions

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Gmail Sponsored Promotions

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Gmail Sponsored Promotions

Search Companion Marketing

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1. WHAT?● Combines the precision and efficiency of search marketing with the reach of display. ● Matches keyword targeted ads to GDN publisher sites based on a variety of high intent search-like signals:

○ Keywords○ Synonyms○ Ranking/indexing technologies (similar Google's organic search ranking).

2. COMPARISON WITH KEYWORD CONTEXTUAL TARGETING IN GDN

It will show more of advertisers' ads on the relevant partner pages that are ranked higher by Google Search for a particular keyword, and fewer of advertisers' ads on pages that are ranked lower for that keyword.

3. WHY

● Performance driven product designed to show ads that are highly relevant, reaching users who are more likely to be in-market for a product as opposed to users who might just have a passing interest in the product.

● Opportunity to continue engaging with interested users beyond the search pages.

Search Companion Marketing

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9,220,000 pages that Google thinks have some relevance to the term.

SCM will show ads on relevant partner pages that rank high in the Google Search Results for a given keyword.

Example of “dsl speed test”: the top organic result is www.speedtest.net (which is an an AdSense site). When a user clicks on that organic search result, the site will show SCM targeted ads who were targeting terms related to “dsl speed test”.

Search Companion Marketing

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Always optimized

Google Analytics

“Clients who set up Google Analytics properly spend up to 19% more with Google.”

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1. Setting goals

Online SalesOnline LeadsIdentifies “Thank you” page URL

Phone CallsIn-Store TrafficIdentifies “Contact us” page URL

Implement through AWCT or GACT

Destination

In-Store TrafficWebsite VisitsBusiness Awareness Measures engagement with well-organized content

Implement through GACT

Online SalesOnline LeadsPhone CallsIn-Store TrafficIdentifies engagement that does not generatea new URLex. Call button on mobile siteex

Implement through GACT

Duration Pages/Screensper Session Event

In-Store TrafficWebsite VisitsBusiness AwarenessMeasures engagement with large amounts of content

Implement through GACT

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1. Setting goals

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1. Setting goals - Event

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1. Setting goals - GACT vs AWCTAWCT GA Imported Goals

Conversions attributed to AdWords All conversions Conversions in session after an ad click

Data updated within 3 hours within 24-72 hours

Tagging required Yes No (if GA already installed)

Access to eCDC Yes No

MCC Level Yes No

Cookie window 7 to 90 days 30 days (beta)

In-page Tracking No Yes (through events as goals)

Tracking offline Yes (via Conversion Import) Yes (via Measurement Protocol)

Conversion Counting All / Unique All (beta for Unique)

Value Override Yes No (beta)

Automated Bidding Yes Yes

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2. Remarketing lists

On-site Behavior Customer Location Abandoned Shopping Carts

Recent or Frequent Visitors High Value Customers Engagement

Referral Source Sequence of Visits Up-sell & Cross-sell

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2. Remarketing listsIntroducing Remarketing with Google Analytics

Tap into rich Google Analytics insights about customers who show an interest in your products and services. Then show them targeted ads across the Google Display Network that respond directly to what they’re seeking.

Improve ROI with sophisticated targeting Create and edit lists with ease

Connect with more customers than ever before

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Improve ROI with sophisticated targetingTake advantage of any of the rich visitor data in Google Analytics, including:● Demographics● Technology● Site behavior● Acquisition channel● Goal completions or E-Commerce

transactions

Reach precisely the right customers for better campaign performance

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Create and edit lists with easeDo it all within Analytics and AdWords – after a one-time tag upgrade, all list management is performed in the Analytics or Adwords interface

Design custom lists

Available to use in AdWords automatically

Create precision lists in seconds

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Create and edit lists with easeGet started with two innovative features from Google Analytics: SmartLists and Solutions GalleryFor new remarketers, use SmartLists to harness the power of machine learning to automatically create a list of site visitors most likely to later convertOr for those looking for innovative remarketing ideas, browse and import segment definitions from the Google Analytics Solutions Gallery to use as remarketing lists

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Connect with more customers than ever beforeReach your customers across the Google Display Network (GDN)

Auto-import lists into AdWords, then run ad campaigns with a couple of clicks

Connect with customers on your lists as they browse

Take advantage of more than 2 million websites on the GDN

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Imagine your campaigns with Google AnalyticsHere are just a few of the many campaign ideas you might create:

Build a list of visitors who have come to your site multiple times and viewed specific product pages, then show relevant ads across the GDN

Find customers in your location

Offer special promotions to visitors from certain locations, and refine lists further based on their on-site behavior

Bring back the shopper who almost decided

to buy

Create lists of visitors who put items in their shopping carts but never checked out. Or target visitors who have not converted in the last 7 days

Earn the love of your most loyal customers

Select visitors who have completed a prior conversion, and show them ads for companion or accessory products

Help the undecided shopper move

to purchase

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Active Google Analytics Account with Administrator access

Use the latest version of Analytics (v5)

At least one active AdWords account linked to Analytics account

One-time update to Analytics tracking code - modify a single line

Update your privacy policy

Find it in the Admin tab of Google Analytics: Click on “Remarketing Lists”

Read the step-by-step guide

Requirements for getting started

find it now

1

2

3

4

5

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3. Universal Analytics

Fase 1 - The Measurement protocolMeasures interactions outside the web and applicationsFase 2 - The overwriting of User IdsOptimize for cross-device user behaviorFase 3 - Dimension WideningGroup external datasources in Google Analytics

Bidding strategies

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OperatingSystem

OS

Geography

SearchPartners Language

Browser

Google’s Bid Strategies enhance bids with real-time data no other bidding tool provides

Search Partners: In search, a percentage of your ads will appear on our Search Partner Network and you can do real-time bidding there too.

Geography: Bid towards the parts of a country or countries where you are more likely to convert.

Language: Bid more for visitors from linguistic groups which are more valuable to your business and less for those that aren’t

Operating System: If iOS users are converting better than Android users, your bids can be adjusted to reflect the higher value of iOS conversions

Browser: Users of Internet Explorer may not convert the same way as users of Chrome, Firefox or Safari? Adjust bids accordingly for better ROI.

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Conversion Tracking makes powerful bidding possible

Enhanced CPC

Increases conversions by raising bids on clicks that are

more likely to convert and saving on clicks which are less

likely to convert

Automatically sets bids during each auction to get as many

conversions as possible within a Target CPA goal

Max Conversions within Target CPA

All the above strategies can be used in different ad groups of a single campaign

More Conversions More Conversions

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eCPC - get more conversions at the same or better CPA

Conversions + 4% CPA: - 3%

Recommended for clients with this profile

● Conversions as main objective● New to automation/risk averse● Low conversion volumes

Functionality

● Raises or lowers max CPC bid: -100% < max CPC < +30%● Compatible with 3rd party bidding: works as final % adjustment layer● Respects manually set mbid: eCPC modifier applied afterwards● Respects audience bid adjustments: eCPC modifier applied afterwards● Does not distinguish type of conversion

Coming in June: compatibility with PLA/Shopping

Requirements/Recommendations

● Account must have conversion tracking● Better performance if 15 conv. in 30 day period on campaign or AG to which it’s applied● Must have at least 40 clicks in the last 2 weeks

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Target CPA - get more conversions at the target CPARecommended for clients with this profile

● Primary success metric is more conversions within a CPA target

Functionality:

● Raises or lowers max CPC bid without do no harm policy : -100% < max CPC < +infinity%● Uses the CO algorithm● Works well on Remarketing Campaigns● Call as conversion

Requirements/Recommendations:

● Minimum: using CT with 15 conversions in 30 day period (10 of which must happened 3 days prior to install)● Recommended: >30 conversions in 30 days, stable CVR at KW level, <5 day click to conv. window, not budget restrained. ● Set same or above CPA the campaign has - the engine’s ultimate goal is to get lower CPA ● Settings:

○ Daily budget = 10*Target CPA○ Standard Ad Delivery○ Ad Rotate to conversions○ Set target CPA @ or above 30 day average

Conversions: +9% CPA -14%

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Making changes with Conversion Optimizer products - be careful!

● CO trains on last 20-45 days & weights recent more heavily(consider your conversion window)

● Changes in CPA don’t affect prediction quality - but changes in targeting can be detrimental by making past

learning invalid

● When comparing performance, be sure to use a stable control period (2 weeks with no significant changes in

performance)

● Depending on strategy, it can take > 3 weeks to stabilize the algorithm after a change.

● Account for conversion delays- view search funnels, time lag report - longer delay requires longer time frame -

adwords attributes conversions to day of the click, not conversion (30 day lookback)

● Typically adjustments are made in < conversion cycle - it adjusts to small shifts in performance in <15mins

● Seasonal spikes / flighted campaigns are not suited to CO2

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Always there

Google’s 2014 Big Bets

Mobile

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Optimización de móvilCall Metrics con Call as Conversion

Tu número de teléfono original:

Se sustituye por un número de teléfono de seguimiento temporal que redirige la llamada a tu número original

Información disponible con el uso de Call Metrics✓ Código del área del usuario que llama✓ Fecha de llamada + Tiempo de inicio y fin✓ Duración de la llamada (Contador de la conversión

de llamada)✓ Estado de conexión (llamada recibida o perdida)

+34 935 891 083

900 260609058

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Optimización de móvilUseful Tools

● Think Insights● Vertical Trends Report → Ask us!● Our Mobile Planet

Export with Google

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Export with Google

Google Analytics

Global Market Finder

Consumer Commerce Barometer

Google Trends Translator ToolkitGoogle Website Translator

Google Export Team Gold Rush

Market Trends

Adaptation to market

Analysis of objective markets

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Export with GoogleGOOGLE EXPORT TEAM

Team at Google: Export gurus!

They will help you create, optimize (localize) or translate your campaigns to EN, FR, ES, IT or DE Requirements:1. Minimum spend threshold of 50€ per campaign 2. Max 3 campaigns sent at a time 3. Destination website must already be translated

Youtube - Reserve Buy

22 Mill.of users in

Spain

135 Mill.videos seen in Spain

Every day (+20%)

20%Audiovisual

Consumption en 15-34

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Masthead

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Reserve Buy InstreamsAssets: Video, Destination URL, Optional Companion Banner

InStream Short● 20 second non-skippable● Extend your TV creative online to a

lean forward audience● Highly engaging, highly visible ad

format● View Count not counted!● Optional companion Banner● No Remarketing● CPM Rate*● Benchmarks

InStream Long● 30 second non-skippable● Extend your TV creative online to a

lean forward audience● Highly engaging, highly visible ad

format● View Count not counted!● Optional companion Banner● No Remarketing● CPM Rate*● Benchmarks

InStream Select● 60 second Skippable after 5

seconds● Increases Video View Count● You are not charged for clicks but

the ad loads● Optional companion Banner● Remarketing Possible● CPM Rate*● Benchmarks

*For CPM Rate: go to slide 38

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Google +

i. Interact with usersii. Launch a product

GDN Blast

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¿Qué me ofrece?

Fuente: CommScore Abril 2012

La red de Display de Google (con la mayor cobertura en España) es capaz de alcanzar a 22,9 M de usuarios únicos al mes, lo que supone el 92% de los internautas en España.

1 Coste por usuario impactado eficiente = 0,006 euros

2 Determinación de la frecuencia de impactos/ usuario

3 Posibilidades de segmentación – afinidad

4 Posibilidades de exclusión - Brand Safe

5 Creación de listados de Remarketing

1

2

3

4

5

Porque gracias a GDN Blast podrás llegar a más de 9 millones de usuarios

en tan solo 24/48h apareciendo en miles de sitios de nuestra red

¿Por qué necesito un Blast?

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Encuentra la solución adaptada a tus objetivosBlast Mini- Blast Mobile Blast

Perfecto para:

▪ Lanzamientos

▪ Ofertas y promociones

▪ Picos estacionales

Te proporciona:

▪ Gran cobertura de UU ( ~ 9.5M)

▪ CPM óptimo (~ 0.70 – 1 € CPM)

▪ Gran visibilidad (~80M impresiones)

▪ Remarketing recomendado

▪ Inversión sugerida: 60.000

Perfecto para:

▪ Lanzamientos segmentados regionalmente

▪ Blast de categorías específicas o con un objetivo de afinidad de público

Te proporciona:▪ Cobertura muy afín al target ~3M UU

▪ CPM óptimo (~ 0.70 – 1 € CPM)

▪ Visibilidad en público target (26M impresiones)

▪ Remarketing recomendado

▪ Inversión sugerida: 20.000

Perfecto para:▪ Lanzamiento de apps

▪ Lanzamiento Tecnología

▪ Lanzamiento Entretenimiento

▪ Lanzamiento de promos locales

▪ Publico alto poder adquisitivo

▪ Complemento prime time TV

Te proporciona:▪ CPC óptimo ~0.15 CPC

▪ CTR ~0,6%

▪ Inversión sugerida: 15.000

Inversión sugerida: 15.000

Google Confidential and Proprietary

Beneficios• “Empapela” la Red de Display de Google durante 1-2 días.

• Difunde rápidamente tu mensaje hasta el 70% de la audiencia de Internet a un coste muy competitivo (aprox. 0.60€ -0.90€ CPM).

• Oportunidad de alcanzar más de 80 millones de impresiones in 2 días.

• Gran alcance: ~ 9.5M Usuarios Únicos

• Implementación y ejecución rápida y sencilla

• Segmentación demográfica, temática y por categorías de interés.

CPM

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Beneficios adicionales

• Perfil del usuario: Podremos obtener información demográfica sobre la afinidad e intereses del usuario de Media Markt, así como datos sobre ubicaciones que proporcionen buen rendimiento para futuras acciones.

• Brand Awareness: Podremos medir post-activividad*➢ Incremento en el % de tráfico SEM con términos de marca➢ Incremento en tráfico orgánico

• Un Blast NO es una solución orientada a ROI. No obstante, genera visitas a la web y ayuda a mejorar el rendimiento de las campañas de marca reduciendo el CPA de media hasta un 6% (basado en estimaciones).

*Estimations based on past performance. Sufficiency of the data to run reports depends on investment and # of impressions. Minimum 2-3 weeks after the blast are needed to provide insights

Google Confidential and Proprietary

AlwaysThere

Always Optimised

Always Relevant

Always There

Always Optimised

Always Relevant

Reach all potential clients across all screens and Platforms!

Presence in MobileExport

YOUTUBE - Reserve Buy & MastheadHANGOUTSGDN BLAST

Maximising relevance to optimise performance

Display RemarketingRLSA

Shopping CampaignsGMAIL SPONSORED PROMOTIONS

REMARKETING FROM GAENGAGEMENT ADS

SEARCH COMPANION MARKETING

Improve tracking to allow better measurement and attribution

Conversion Tracking GOOGLE ANALYTICS

BIDDING STRATEGIES

Google’s 2014 Big Bets

Branding & performance with Google Q3