Google Confidential and Proprietary Google Confidential and Proprietary Google’s Approach to Affinity Segments Diya Jolly, June 21, 2013
Sep 08, 2014
Google Confidential and Proprietary Google Confidential and Proprietary
Google’s Approach to Affinity Segments
Diya Jolly, June 21, 2013
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary
Initial consideration set already in mind Be visible in every part of your customer’s non-linear purchase path
Evaluation
Consideration
Purchase
Advocacy
Awareness
Inspired by McKinsey Consumer Decision Journey
Google Confidential and Proprietary
Google Confidential and Proprietary
Be Relevant…..
Google Confidential and Proprietary
Do it at Scale
Google Confidential and Proprietary
Affinity Segments aggregate users based on their lifestyles and interesets, allowing advertisers access to those for whom their product or offering is most likely to matter
Google Confidential and Proprietary
What Affinity Segments do
Google Confidential and Proprietary
Affinity Segments for brand advertisers Going beyond demographic targeting
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Points of Passion Active Lifestyle Travel Savvy Arts & Entertainment Consumer Habits
Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers
Fashion Forward Frequent Travelers 30-Minute Chefs
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30-minute chefs
• People looking for quick and easy meals for families
• Moms (esp. working moms) who want to provide a home cooked healthy meal
• Browse tips on how to make it easier to cook during the week
• Shop for items that simplify the process
Example advertisers • CPG companies with products designed for
fast, yet healthy meals
• Fast Food restaurants promoting healthy options
• Home appliance manufacturers and retailers
Offline media
TV/Cable: Networks devoted to food and cooking, shows about making meals at home
Print: Food/cooking magazines, parenting magazines
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Affinity brings it all together
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Data
Predictive Algorithms
Zero Latency
Scale
Quality Control
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1. Robust Data Signals Affinity Segments
300B+ impressions/month
65% of comScore’s top 200 sites
2M websites
94% of U.S. internet users
O&O properties
128Mvisitors/mo.
3.1Mvisitors/mo.
66Mvisitors/mo.
100Musers
343Musers
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Sites Games Video Feeds Mobile Social media
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2. Bringing meaning to the data via predictive algorithms
Frequency of visits
Intelligently combine with other data points
Normalize the data
Duration since visit
Google Confidential and Proprietary
Google Confidential and Proprietary
3. Zero latency
Google Confidential and Proprietary
Google Confidential and Proprietary
4. Doing this at scale
Google Confidential and Proprietary
Google Confidential and Proprietary
5. State of the Art Quality Control
Google Confidential and Proprietary
Google's Affinity Segments drive success for the launch of the all new 2014 Mazda6 Mazda Canada efficiently connects with target audience at massive scale
MARKETING GOAL To build awareness of the 2014 Mazda 6 and its feature set, and capture qualified leads via Mazda.ca SOLUTION Used precise Affinity Segments to reach target audience while delivering an engaging ad experience
RESULTS Reached nearly half a million potential buyers in the first month alone - 10X more users than other targeting types
TACTICS • Used the "Technophile" Affinity Segment to target
urban professionals with a passion for technology • In combination with Keyword Contextual Targeting and
Remarketing, Mazda Canada generated significant results
Google Confidential and Proprietary
5 things to remember
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Data
Predictive Algorithms
Zero Latency
Scale
Quality Control
Google Confidential and Proprietary
Q & A
Google Confidential and Proprietary
Google Confidential and Proprietary
1. Robust Data and User Segments
Google Confidential and Proprietary
Sites Games Video Feeds Mobile Social media
Google Confidential and Proprietary
2. Bringing meaning to the data via predictive algorithms
Google Confidential and Proprietary
Luxury Shopper
Frequent Traveler
30-Minute Chef
Outdoor Enthusiasts
Hardcore Gamers
Google Confidential and Proprietary Google Confidential and Proprietary
*
Find the right people * *
Luxury Shopper
Frequent Traveler 30-Minute
Chef