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Getting Personal, Gets Results: Personalized Digital Experience - Better, Smarter, Faster
- 1. Google Confidential and Proprietary Real-time Personalization with Google The Personalized Digital Experience - Better, Smarter, Faster Ari Kurtz Head of Industry, Retail Google Inc
- 2. Google Confidential and Proprietary
- 3. Google Confidential and Proprietary
- 4. Google Confidential and Proprietary
- 5. Google Confidential and Proprietary
- 6. Google Confidential and Proprietary Personalized Radio Customized broadcasts based on user’s preferences BBC has developed an experimental piece of hardware called Perceptive Radio that intelligently changes broadcasts based on the listener's location, weather, the level of background noise and other factors.
- 7. Google Confidential and Proprietary 1.What is real-time personalization? 2. Personalization with Google
- 8. Google Confidential and Proprietary Customize your offering in real time based on user intent Win the moments that matter Identify a person’s attributes … such as intent, status, demographics Customize their experience …. by presenting them with relevant content, calls-to-action or visuals Maximize your ROI on the fly … by analysing millions of signals to show the right ad to the right user with the right bid + +
- 9. Google Confidential and Proprietary What are the results? Higher customer engagement: Customers who had customized a product online engage more with the company
- 10. Google Confidential and Proprietary The Approach: Who, What, Where Start personalizing by defining your three W’s WHO WHAT WHERE Product intent Product affinity Customer journey Offline activity Content Calls-to-action Layout Product offers Website Email Advertisement Mobile & App Offline
- 11. Google Confidential and Proprietary How can Google help?
- 12. AT A GIVEN TIME, THEY ARE IN DIFFERENT CONSIDERATION STAGES People who wear shoes People who are thinking they need new shoes soon People who are looking to buy fall shoes now ALL AUDIENCES ARE NOT EQUAL ADVOCACY&LOYALTY SEE THINK DO C O N S I D E R A T I O NA W A R E N E S S P U R C H A S E E V A L U A T I O N CARE
- 13. Google Confidential and Proprietary Potential Future Customers In Market Audience Known Prospect Ready to Transact Buyer Google Solutions: The perfect ad for every user everywhere Enhance relevance for users by filling out the data funnel across the buying lifecycle Audience Data Formats Future Customers 80 Affinity audiences Lightbox, Masthead & Video Ads In Market Audience 150 In-Market audiences Contextual Dynamic Ads Known Prospect Geolocation data & Website visitation Local ads, Remarketing Lists for Search Ads Ready To Transact & Buyers Website visits and purchases Dynamic Ads, Gmail Sponsored Promotions SEE THINK DO CARE
- 14. Google Confidential and Proprietary Google Local Ads - for customers nearby Attract customers who are interested in businesses in your area Ad on Google Maps Ad on Google Search Ad on Google Display Network
- 15. Google Confidential and Proprietary Google Confidential and Proprietary 700%7x Click-through Rate Conversion Rate Remarket to customers who have visited your website. Remarketing Lists for Search Ads let you customize your ad copy and bids Grandparents searching for school shoes for their granddaughter They find nice shoes on Clarks website but leave the site because they did not know which size to take The next day they search for the brand keyword Clarks and see a Clarks ad for school shoes
- 16. Google Confidential and Proprietary Which keyword has this seasonality trend? Valentine’s Day Gift
- 17. Google Confidential and Proprietary Ad Customizers Inject dynamic content to your Search text ads To boost sales during the Valentine’s day period, a flower provider could offer a 20% discount on orders made between Monday, February 9th and Saturday, February 14th 6:00 PM. Beta
- 18. Google Confidential and Proprietary Gmail Sponsored Promotions Deliver a personal message into a user’s Gmail inbox. Beta
- 19. Google Confidential and Proprietary Dynamic Remarketing for your Existing Visitors Remarket to users with ads showing the offering they viewed on your site John is searching for a new car insurance policy and a homeowner’s policy. He fills out an quote form for but leaves the site before buying Follow-up with a customized display ad on the Google Display Network (>90% reach of internet users worldwide).
- 20. Google Confidential and Proprietary Potential Future Customers In Market Audience Known Prospect Ready to Transact Buyer The perfect ad for every user everywhere Enhance relevance for users by filling out the data funnel across the buying lifecycle SEE THINK DO CARE Audience Data Formats Future Customers 80 Affinity audiences Lightbox, Masthead & Video Ads In Market Audience 150 In-Market audiences Contextual Dynamic Ads Known Prospect Geolocation data & Website visitation Local ads, Remarketing Lists for Search Ads Ready To Transact & Buyers Website visits and purchases Dynamic Ads, Gmail Sponsored Promotions
- 21. Google Confidential and Proprietary Similar Audiences Similar Audiences Reach in real-time people that are similar to your site visitors Similar Audiences uses a look-a-like technology to automatically finds users who have shared interests and characteristics with the people already captured in advertisers’ remarketing lists. * powered by GDN algorithm 12% More Conversions 30% More Impressions
- 22. Google Confidential and Proprietary Car safety site for electric cars Visit blog discussing electric cars Revisit manufacturer site to read pricing options Visits site to see options for car financing Click ad for hybrid to see interior on manufacturer site Consumer research Product or service listings Content with strong conversion history to related segment Recency and frequency of visits Views and clicks on related ads * powered by GDN algorithm In-Market segments Reach customers while they're actively browsing the types of products you sell
- 23. Google Confidential and Proprietary Potential Future Customers In Market Audience Known Prospect Ready to Transact Buyer The perfect ad for every user everywhere Enhance relevance for users by filling out the data funnel across the buying lifecycle SEE THINK DO CARE Audience Data Formats Future Customers 80 Affinity audiences Lightbox, Masthead & Video Ads In Market Audience 150 In-Market audiences Contextual Dynamic Ads Known Prospect Geolocation data & Website visitation Local ads, Remarketing Lists for Search Ads Ready To Transact & Buyers Website visits and purchases Dynamic Ads, Gmail Sponsored Promotions
- 24. Google Confidential and Proprietary Reach users with an affinity for your product It's Not What You Like, It's What You Love. Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers Fashion Forward Travel Buffs 30-Minute Chefs
- 25. Google Confidential and Proprietary Potential Future Customers In Market Audience Known Prospect Ready to Transact Buyer Weave a story across the entire customer journey SEE THINK DO CARE Audience Data Formats Future Customers 80 Affinity audiences Lightbox, Masthead & Video Ads In Market Audience 150 In-Market audiences Contextual Dynamic Ads Known Prospect Geolocation data & Website visitation Local ads, Remarketing Lists for Search Ads Ready To Transact & Buyers Website visits and purchases Dynamic Ads, Gmail Sponsored Promotions
- 26. Google Confidential and Proprietary Personalized Storytelling Engage with your users by showing different ads in a sequential order Targeted relevant audiences on YouTube Remarketed to those users with additional tune-in reminders before program aired Built a list of the users who watched the YouTube Ads
- 27. Google Confidential and Proprietary Let’s get started!
- 28. Google Confidential and ProprietaryGoogle Confidential and Proprietary 1. Collect data 3. Personalize creatives 2. Segment your audience 4. Measure the impact 5. Automate decisions Five steps to set up tailored advertising campaigns with Google’s AdWords Audience Solution & Aristotle’s Support
- 29. Google Confidential and Proprietary Thank You! The Personalized Digital Experience - Better, Smarter, Faster Ari Kurtz Head of Industry, Retail Google Inc
- 30. Google Confidential and Proprietary Start simple by personalizing your homepage ! Caribou Coffee remembers your preferences and displays targeted flavors and varieties according to your previous searches
- 31. Google Confidential and Proprietary Let people tell what they want Shoppers and technology are primed for customization
- 32. Google Confidential and Proprietary Custom lightbox Allow users to customize your offer on the fly Click to demo * powered by DoubleClick Studio
Notes de l'éditeur
- Thanks to Aristotle and congrats on 20 years! Excited to be here and to talk today about personalization on the web. Consumers are now spending more than 5 hours a day with digital, surpassing television viewing for the first time in 2013. With their increased digital usage, they are looking for a personalized experience and expect that marketers have a solution. As a marketer, building an authentic connection and a personalized approach to reaching the right customers has become an imperative for delivering real business results. This means moving away from conversion-centric to a customer-centric, data driven advertising model. Thanks to big data and technology, marketers can now serve relevant and personalized content to their website visitors based on where they clicked and where they came from and customize their ads accordingly.
- Personalization isn't an online phenomenon, that people are increasingly expecting personalization everywhere. Offline personalization is already there …. in every size ! You may have seen those true-to-life miniatures. Hello future! The industry is making it possible through state-of-the art 3D scanning and color printing technology.
- Personalization isn't an online phenomenon, that people are increasingly expecting personalization everywhere. Offline personalization is already there …. in every size ! You may have seen those true-to-life miniatures. Hello future! The industry is making it possible through state-of-the art 3D scanning and color printing technology.
- Personalization isn't an online phenomenon, that people are increasingly expecting personalization everywhere. Offline personalization is already there …. in every size ! You may have seen those true-to-life miniatures. Hello future! The industry is making it possible through state-of-the art 3D scanning and color printing technology.
- Personalization isn't an online phenomenon, that people are increasingly expecting personalization everywhere. Offline personalization is already there …. in every size ! You may have seen those true-to-life miniatures. Hello future! The industry is making it possible through state-of-the art 3D scanning and color printing technology.
- Traditionnal channels also want to personalize broadcasts based on user’s signals. BBC has developed an experimental piece of hardware called Perceptive Radio that intelligently changes broadcasts based on the listener's location, weather, the level of background noise and other factors. Source: Will Personalize Content Uses light sensor, proximity sensor and mic to monitor noise http://www.adweek.com/news/technology/bbcs-experimental-perceptive-radio-will-personalize-content-149759
- First we will first talk about what real-time personalization means with real-world examples from product customization to web personalization. Then, I will show the different Google Solutions advertisers could use to engage with the right users with the right ad across Display and Search. Gets detailed and you’ll see some overlap -- but want you to walk away with a sense of the many, many ways we can target customers in a personalized way. Know you can go to Aristotle, who are experts in this area and in our products, for help with all that I’m about to show you.
- Real-time-personalization is the ability to reach the right audience segment while making the messaging relevant and maximising your ROI. understand who the user (your customer or potential customer online) is -- we do this with anonymized data; remove any PII It is the opportunity for marketers to bring together Qualified Audience Rich and engaging Content Automated Bidding -- bid more for individual users who meet your criteria and less for those who don’t, and do it in real-time by using enormous amounts of data to figure out what content people most want to see. The problem is, many marketers are overwhelmed by the sheer volume of data collected, much less knowing what to do with it. According to the infographis from Monetate, 94% of marketers know how valuable personalization is, but when data gets real, 95% of them seem to be stuck in analysis paralysis)
- Notes Personalization drives higher Customer Engagement. Research from Bain showed that those customers who had customized a product online engaged more with the company. They visited its website more frequently, stayed on the page longer and were more loyal to the brand (see Figure 1). In footwear, for instance, our research determined that customers who designed their own shoes gave companies a 50% higher Net Promoter ScoreSM (NPS®)—a standard way of measuring customer loyalty—than customers who bought regular products from the same manufacturer. Higher NPS typically translates to higher sales, referrals and lifetime customer value. Source: http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-product-customization.aspx
- All the examples showed to you can be summarized into three W’s: Who, What and Where: WHO: The “Who” in personalization is your target audience, which is defined by a combination of attributes. If you’re a B2B marketer, you’ll focus more on firmographics (company name, vertical, size, and revenue) and digital behavior. If you’re a consumer marketer, you’ll personalize your content based on the customer journey, geo-location (you can personalize right down to the zip code), product interest, price sensitivity, and buying history. WHAT Now that you know who you are targeting, it’s time to decide what content to personalize. You can personalize the content you already have (homepage). Real-time personalization can leverage existing content, personalizing your calls-to-action, user experience, images, and product offers. Most companies have more than enough content to get started. WHERE After you’ve determined who and what to personalize, you have several options of where to reach prospects with a personalized approach. We recommend starting with website and email channels. Your website is the most important channel for real-time personalization, because these prospects are engaged and interested in learning more about your solution.
- Now let’s have a look at how Google can help you customize your web assets in particular your advertisment.
- We start by understanding where the customer is in the purchase cycle. We have our own terminology for this, but you can think of it as the traditional purchase funnel or customer journey. We have our own twist on it -- a new way to think about it. A subset of your customer base will be in the See, or Awareness bucket. These are individuals that wear shoes but maybe don’t necessarily need new shoes right now. Then we have a subset of individuals who are thinking they might be ready for new shoes, but they haven’t fully committed to the purchase and are still shopping around -- the THINK bucket. And finally we have the group that is actively looking to buy, or ready to “DO”. Finally, CARE: For your existing customers
- For each user bucket Google provides different solutions to target the qualified audiences and to show relevant and dynamic content. Need DATA about your audience to segment them Need Ads to show them that match their stage in the consumer journey (awareness, consideration, etc.) -- different formats for different customers. Will leave out CARE today in the interest of time. So we’ll go bottom-up, as most of you likely think about the DO, or ready to transact, bucket first. So let’s see what we have here for available advertising solutions:
- Relevant ads on the Google Maps app can now appear at the bottom of the screen after a user performs a search. They include a title, ad text, and a link to get directions. When users click on an ad to get location details, they’ll see additional information such as the business’s address, phone number, photos, reviews and more. Internal Resources: GOOGLE MAPS ADS http://adwords.blogspot.co.uk/2013/08/attract-new-customers-with-local-ads-on.html GOOGLE SEARCH ADS Here you go https://plus.google.com/+GoogleAds/posts/NDrsGEdGY7c - it's an external announcement. Comm doc would be that https://docs.google.com/document/u/0/d/1jj5UU44G3f4IIwp2wqcIaD4p5i1uYOi5x6RybhG3rps/edit?usp=drive_web
- Remarketing List for Search Ads allow advertiers to optimise their bid and their creatives in Search for the people who have previously been on their site.Clarks case study for RLSA shows that they are customising their ads for brand keywords base don the product the users looked at.
- Which keyword has this seasonnality trend? Valentine’s Gift ! Ad customizers is a feed-based solution to inject dynamic information into your ads. You can put strings, prices, numbers, dates, and even count down to a specific date time (like Valentine’s day) in your ad. Replacements can occur in ad titles and description lines. Notes Slide to introduce the next product “Ad Customizers” and the need to customize ads towards a big deadline such as Valentine’s day.
- Notes: https://docs.google.com/a/google.com/document/d/1b1SQIwVTReM4LbC1iPXyBE_q9NxIBZKQwdmGzD6fPto/edit Ad customizers is a feed-based solution to inject dynamic information into your ads. You can set up a feed with targeting options for specific campaigns, ad groups, and/or keywords, and then set up ads to reference the information in those feeds so that the values there are shown at serve time. You can put strings, prices, numbers, dates, and even count down to a specific date time in your ad. Replacements can occur in ad titles and description lines. Pitch deck: https://docs.google.com/presentation/d/10XMUQjxGUWVs3uohCsL3hewnEDI41lq-8ZV5x_9iEJw/edit#slide=id.p Article: http://searchengineland.com/need-make-dynamic-copy-integral-part-2015-ppc-strategy-211101 In September, AdWords launched what I believe to be the most impactful update for e-commerce advertisers since the release of Dynamic Remarketing. This update was the release of ad customizers, which allow advertisers to add dynamic content to their text ads. This dynamic content can be anything from inventory or price to a countdown until a specific event. I’ve argued that the dynamic content in text ads (beyond Dynamic Keyword Insertion) helps draw attention away from Product Listing Ads. PLAs will always have a leg up because they are image based. Shoppers want to see the product rather than just read about it. However, ad customizers are so important because they give text ads their own degree of eye candy.
- Gmail - very large audience Promotions tab - people in commercial mindset Put your ad in front of people in that state: target by keywords domains (via keywords) topics, affinity audiences, demographics. Demographic targeting is based on both declared (when the user registers for Gmail) and inferred data other targeting methods are based on the message body of the user’s last few hundred non-spam emails (including archived and deleted). Domains can be used to target users who’ve received emails from specific companies and should be added as keywords using the format example.com or site.example.com The frequency cap is four impressions per week per user (this is currently not customizable).
- For the people who are about to purchase, you can send reminders with Google Dynamic Ads based on the information you collected on your website. In this example, you collect the origin and destination they searched onyour site and show them in the ad. The Google Display Network is the #1 global display ad network, reaching over 90% of internet users worldwide, with more than a trillion impressions served to over 1 billion users every month
- THINK bucket - those who are considering a purchase but are possibly/probably not ready to act; consideration stage.
- technology to automatically finds users who have shared interests and characteristics with the people already captured in your remarketing lists. Your remarketing lists are lists of users/cookies -- anonymous, no PII -- lists of users who have been to your site and followed a certain browsing path or taken certain actions (put somethign in cart, bought something, etc). Our technology finds users similar to those you already have on your list and targets ads at NEW, similar users It also work on Apps! The Lookalike Targeting Beta: upload a list of 10k+ of your best app users, and Google will then find new users who don’t already have the app who have similar attributes but who don’t have the app. This is different from another product -- Similar App Installers -- because rather than finding more people like all users of your app, you can define who your best users are for us to model off.
- Again -- customers who are in the THINK stage -- consideration. Reach customers while they're actively browsing the types of products you sell. Researching bank accounts but haven’t been to your website? Advertise to them to get into their consideration set
- SEE -- awareness group. You know they might one day be in-market. Auto dealer, this is the car owner, or aspiring car owner, or parent who one day has to buy a car for a teen, etc. Anyone who might one day want or need a car.
- This is most like buying TV. Our system looks at the types of pages a user visits and how often they visit them, then associates relevant affinity segments with that user’s browser. We rank users’ segments based on how strongly we believe they’re interested in those segments, and we then make these segments available for advertising. By targeting these segments in your campaigns, you can show ads to the people most likely to be enthusiastic about these themes, across all types of sites in the Google Display Network.
- Built a list of engagers within the flight and re-marketed to them with additional tune-in reminders before program aired. Highlights Built a list of engagers within the flight and re-marketed to them with additional tune-in reminders before program aired. Average Engagement Rate was 3x the benchmark University Recruitment Example: Student watches U of Arkansas ad on YouTube Student is on user list (again, anonymous) and then sees ad to request more info
- Collect and organize your audience insights: capture / harness signals of intent. Segment to find your most valuable customers as they search and browse content. people who already know your brand returning visitors new customers cart abandoners sequential visitors (bought crib at Target. Now see ads for need diapers and onesies) Personalize creatives in real time and deliver the right message Dynamic creatives build one to one relationships at scale. Customers crave personalization and contextual awareness the whole way through. Measure the impact of your audience strategy across search, display, and mobile - single view of your customer across the funnel and devices. Automate and activate your data to to make smarter business decisions in real-time HOW? Consult with Aristotle. They are the experts.
- This was an overview on real-time personalisation from product customisation to ads personalization through website optimisation. This is a new trend that Marketers needs to embrace and they can already start simple by collecting the data, segmenting the people and optimizing the content they already possess such as their website. [Better] Show up in the moments that matter [Smarter] Make smarter decisions because they are data-driven. [Faster] Speed up your approach to keep up with the customer
- Caribou Coffee is a great example of this. By shopping for coffee online, it remembers your preferences and displays targeted flavors and varieties according to your search.
- Talking about sizes …. customers are looking to participate in the design process to get exactly what they want...for exampel for shoes! An ex-googler is running this new start-up “Shoes of Prey” that offers more than 170 different fabrics to customize woman’s shoes. Fancy isn’t? * Shoes of Prey: Australian online start-up Shoes of Prey allows customers to choose from 170 different fabrics to design their own shoes. It launched studios in six branches of upscale U.S. department store chain Nordstrom last month. Shoes of Prey delivers within four weeks but is working towards a two-week turnaround. Chief Executive Michael Fox said that the business model was more profitable and involved less waste as there was no need to discount excess stock. https://www.shoesofprey.de/
- Burberry created this custom lightbox allowing users to monogram a perfume bottle with their initials and order their own personal bottle. Why not showing this ad to the affinity segment Luxury shoppers? Luxury shoppers tend to buy expensive things from name brands that are known for premium quality and cache. Notes: Burberry created this custom lightbox allowing users to monogram a a perfume bottle with their initials and order their own personal bottle. Users were added to RMKT list with Storyboarding. Why not showing this ad to Luxury shoppers? Luxury shoppers tend to buy expensive things from name brands that are known for premium quality and cache. Other examples: British department store Selfridges and Swiss fragrance maker Givaudan created a "lab" installation where shoppers can develop a perfume, bottle shape and label tailored to their personality. Source: http://www.reuters.com/article/2014/12/11/us-retail-customisation-idUSKBN0JP1OI20141211