1. Innovations produits comme
leviers d’efficacité du Search
Nouveaux formats, automatisation et ciblage
multiplateformes
Christian Vigne
Search Product Solution Specialist
Juin 2012
Google Confidential and Proprietary

2. Queries are getting harder to capture
More Unique New !
450 billion unique queries since 16% of searches we see
2003 everyday are new
More Complex
More Mobile
People increasingly googling real
1/3 mobile queries are local
questions
Queries are more complex and harder to capture
Google Confidential and Proprietary
Source : Google internal data / Chitika inc, June 2012

3. Agenda
1 Enhanced Search
2 Products Listing Ads & Dynamic Search Ads
3 Dynamic Remarketing
4 Multi devices targeting
5 Next in Search Ads
Google Confidential and Proprietary
3

4. More signals lead to smarter queries and more advanced ad formats
Intent manifestation Transformed into action
Historic ad format Text ads
Friends
Social
Browsing extensions
History
Enhanced Ad Product
extensions
formats
Geo
SIGNALS
Smarter
Local
queries extensions
Offline
Seller ratings
Multimedia
Dynamics
Search Ads
Multi Dynamic Ad
devices (keywordless)
Product
Listing Ads
Google Confidential and Proprietary

5. Agenda
1 Enhanced Search
2 Products Listing Ads & Dynamic Search Ads
3 Dynamic Remarketing
4 Multi devices targeting
5 Next in Search Ads
Google Confidential and Proprietary
5

6. Automated Ad format generation and keywordless
Demand Search Engine Offer
Query Keyword Ad
Website
Dynamic Search Ads
Query Ad
1 dynamic target =
100% website coverage
Merchant Center
Product Listing Ads
Query Ad
1 product target = 100%
inventory coverage
Google Confidential and Proprietary

7. Product Extensions et Product Listing Ads
Google Confidential and Proprietary

8. BÉNÉFICES DE PRODUCT LISTING ADS ET PRODUCT
EXTENSIONS
Taux de clics (CTR) plus élevés
1 Les annonces produits sont plus attrayantes et intéressantes que les annonces
textuelles. Vous bénéficiez ainsi de CTR plus élevés.
Taux de conversion plus élevés
Les annonces produits fournissent des informations (marchand, prix et photo) aux
2 internautes avant même qu'ils ne cliquent sur l'annonce. Les prospects sont donc
mieux informés et davantage susceptibles d'effectuer un achat lorsqu'ils se
rendent sur votre site.
Ciblage facile – Garantie de couverture de votre catalogue
Lorsqu'un internaute effectue une recherche, Google sélectionne
3 automatiquement les produits les plus pertinents dans votre compte
Google Merchant Center.
Visibilité accrue – Double affichage
Étant donné que les deux formats d'annonces peuvent être diffusés
4 simultanément, votre visibilité pour une requête donnée peut être multipliée par
deux, voire plus.
Google Confidential and Proprietary

9. Attention animations
How DSA improves your query coverage
Query
Keyword
Website
Ad
Google Confidential and Proprietary

10. How does DSA work
1. Set Up
Specify pages, bids, negatives Provide ad template
(Dynamically generated headline)
Clean, friendly, close to station.
Students save 20%! Rave reviews.
www.example.com
2. Serving
Natural search-based technologies A relevant ad is created from the
trigger your ads on relevant queries query, the page and your template
Relevant
Choose most
Score relevance enough to
query relevant page
show?
NYC Budget Hostel
Clean, friendly, close to station.
Crawl and index
Students save 20%! Rave reviews.
pages site index
Dynamic www.example.com
ad creation
*
Google Confidential and Proprietary

11. Example of use cases
Long tail coverage Full inventory coverage Export
Google Confidential and Proprietary
1

12. Benefits of Dynamic Search Ads
Valuable, incremental traffic
1 10% incremental traffic – does not compete with Keyword campaigns
Positive or similar ROI
Efficient, low effort setup
2 Set up in minutes, and dynamically adjusts targeting and ads to new pages
Transparency and control
3 Full reporting on search queries, generated headlines, and landing pages.
Ability to exclude keywords or pages of your website
Safety
4 No impact on existing keywords’ quality score
Google Confidential and Proprietary
1

13. Many Shopping related ad formats and more to come !
Product Listing
Ads - Search
Product Bêta Dynamic Ads
Extensions - - (remarketing)
Search Display
Google
Shopping
Renforcez votre expertise Google Shopping
Google Confidential and Proprietary

14. Agenda
1 Enhanced Search
2 Products Listing Ads & Dynamic Search Ads
3 Dynamic Remarketing
4 Multi devices targeting
5 Next in Search Ads
Google Confidential and Proprietary
1

15. Different formats to match usages: Local extensions & Click-to-call
Ubiquity
Mobile queries are specific
=> Campaigns and ads has to match
mobile queries specificity
Google Confidential and Proprietary