NetElixir University will share their observations, analysis, and recommendations for Google Advertisers and walk you through what these updates could mean for your business. Here’s What You’ll Learn: - Google Ads Product Updates - What these updates mean for your ad campaigns - How you can benefit from these product updates

1. GOOGLE
MARKETING LIVE
ANNOUNCEMENTS
MAY 13-15, 2019
MOSCONE CENTER, SAN FRANCISCO

2. SHELBY SIMON
ENTERPRISE ACCOUNT MANAGER
• Leads many of NetElixir’s top brands
like Knot Standard and JRenee
Shoes.
• Prior to joining NetElixir, Shelby spent
seven years in the digital advertising
space working in media planning &
strategy, programmatic and digital
display for clients such as BJ’s
Wholesale, Duracell, Perdue,
Universal Studios, BB & T, Audible,
NARS and more.

3. WE HELP RETAIL BRANDS
FIND & ACQUIRE
NEW CUSTOMERS

4. OUR MISSION IS TO HELP COMPANIES SUCCEED ONLINE BY
HUMANIZING EVERY CLICK.

5. 130+
TEAM MEMBERS
3
GLOBAL OFFICES FEATURED PARTNERSHIPS

6. OUR SOLUTIONS
PAID SEARCH
ORGANIC SEARCH
PAID SOCIAL
WEB ANALYTICS
CONSULTING & CRO
AMAZON ADS
ECOMMERCE TECH
DEVELOPMENT SERVICES
Our integrated
digital marketing approach
helps brands own the search bar
OWN THE SEARCH BAR, EVERYWHERE

7. • Founder & CEO of NetElixir
• Founded PartyBingo.com
(PartyGaming)
Guest Lecturer:
• Johnson School of Management,
Cornell University
• City University of New York, Baruch
• Indian School of Business
ABOUT UDAYAN BOSE
linkedin.com/in/udayanbose

8. GOOGLE
MARKETING LIVE
ANNOUNCEMENTS
&
NETELIXIR’S RECOMMENDATIONS

11. THE ERA OF ANTICIPATORY
MARKETING IS HERE!

12. CONSUMERS’ INTERACTIONS WITH
DEVICES ARE BECOMING
INCREASINGLY NATURAL

13. CUSTOMER JOURNEYS ARE BECOMING INCREASINGLY COMPLEX

14. Better Language Understanding Capability
Better Image Recognition Capability
Greater ability to understand intent
and engage at scale.
LOWERING USAGE
FRICTION THROUGH
MACHINE LEARNING

15. KEYWORD-LESS SEARCH

16. ANTICIPATE INTENT
HOW TO MEET INTENT AT EVERY CONTEXT
HOW TO ENGAGE THAT INTENT ACROSS
FORMATS & SURFACES
HOW TO DO THE ABOVE AT SCALE

17. SILOED CHANNEL
MARKETING IS OUT.
CONSUMER INTENT DRIVEN
MARKETING IS IN.

18. • 8 Strong Products with Massive,
Engaged User Base.
• Access to petabytes of
High Quality Consumer Data.
• Most Advanced AI
Capability in the world.
GOOGLE IS WELL
POSITIONED TO
DOMINATE

19. Discovery Ads
Cross Platform Advertising
YouTube Bumper Ads
GOOGLE NEW INITIATIVES WILL HELP IT WIN A LARGER CHUNK
OF THE SEARCH-SHOP-BUY FUNNEL
Shopping Actions
Showcase Shopping Ads
Shopping Actions with Partners
Local Campaigns (store inventory +
promoted pins + promoted locations)
Shoppable Ads (Google Images)
Universal Shopping Cart
Smart Bidding
Conversion Value
Campaign Level Strategies
Deep Linking of Apps

20. AD FORMATS
DISCOVERY ADS
GALLERY ADS
BUMPER MACHINE

21. ACTIONABLE STEPS
FOR RETAILERS
AD FORMATS ACTIONABLE STEPS WHO CAN BENEFIT THE FUNNEL STAGE
Discovery Ad
• Associate Potential In-Market
Audiences,
• Use Winning Creative Assets
from Other Medias,
• Focus on ‘Power of Intent’ at
the audience insights tab to
determine creative themes,
• Use Visually Rich Images,
• Refresh the Creative Inputs
to Let The Machine Optimize
Better
All retail marketers Top
Gallery Ad
• Use Winning Ad Texts from
the Existing Campaigns as
Descriptions of The Images,
• Get Started With All Best
Sellers and Ones Performed
Well On Mobile,
• Ensure Consistency Between
Images in the Ad Unit and
Landing Pages
Mainly Search
Marketers
Mid to Low
Bumper Machine
• Use this to test multiple
bumper ads against one 30
second TrueView Ad.
• Use Ad Sequencing Across
Multiple Bumper Ads Created
by The Machine Learning
Driven Tool To Improve Brand
Lift metrics.
Video Advertisers Top

23. SHOPPING
NEW INVENTORY FOR SHOWCASE ADS
MERGER OF GOOGLE EXPRESS WITH
OVERALL SHOPPING EXPERIENCE
PERSONALIZED HOMEPAGE FOR THE SHOPPER
SHOPPING CAMPAIGNS WITH PARTNERS

24. ACTIONABLE STEPS
FOR RETAILERS
SHOPPING ACTIONABLE STEPS
WHO CAN
BENEFIT
FUNNEL STAGE
New Inventory for
Showcase ads
• Get Started With Very Broad
Search Intents,
• Target Relevant Image and
YouTube Video Searches Based
on Past Keywords That Drove
Success for Already Existing
Showcase Ads,
• Ensure The Relevant Products and
Image Links Are Always On In The
Feed,
• Keep The Store Info and Product
Inventory Up-to-Date if You’ve A
Physical Store
All Shopping
Advertisers Who
Want To Drive New
Users Through
Shopping
Top to Mid
Merger of Google
Express with Overall
Shopping Experience
• Ensure The Feed Has All The
Competitive Benefits In Place To
Have Add-to-Cart Option in Google
Shopping Results.
• Ensure Convenient and Fast
Shipping Options, Great Customer
Support Team in Place To
Participate in Google Guarantee
• Join Shopping Actions.
• Ensure The Products and Offers
Cater To The Relevant Voice
Search Interactions With
Assistants
All Merchants. Across The Funnel
Personalized Home
Page for The
Shopper
• Gain Great Ratings and Reviews for
the Top Products.
• Put Together As Many Features
(Color, Size, Gender, Use Cases
etc.) As People Tend To Use Filters
While On The Homepage
Large Scale
Enterprises with
High Marketing
budgets.
Across The Funnel

25. SHOWCASE
SHOPPING ADS

26. GOOGLE EXPRESS
MERGED WITH
SHOPPING

27. PERSONALIZED
SHOPPING SCREEN

28. • Manufactures and Retailers collaborate to run co-marketing
campaigns.
SHOPPING
CAMPAIGNS WITH
PARTNERS
• Brands collaborate with their Retail Partners.
• Brand Partners can selectively promote specific products with specific
retailers.
• Retailers can now accept advertising investment from Brands.

29. • Through this “massive initiative”, Google is encouraging retailers and brands to
collaborate and take the battle (with Amazon) to the stores.
• (Conversation with Prof. Saravanan, UNC) Retailers have been trimming store labor
costs. This will help drive more traffic to stores thereby (potentially) impacting further
store labor cost cuts.
• (Conversation with Prof. Saravanan, UNC) Store staff will need to be trained about
this program that’s being supported by brands.
• Brands can study the retailer+ store specific product purchase patterns and run
targeted promotions.
• Google Allows you to track in-store conversions.
THOUGHTS: CO-MARKETING CAMPAIGNS ON GOOGLE

30. AUDIENCE
CUSTOM AFFINITY & CUSTOM INTENT AUDIENCES
= CUSTOM AUDIENCE
AI POWERED AUDIENCE EXPANSION

31. ACTIONABLE STEPS
FOR RETAILERS
AUDIENCES ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE
Custom
Audiences
• Choose Custom
Audiences Mapping
With Top Performing
Keywords, Pages,
Apps, Demographics,
User Behaviors etc.
• For Display
Prospecting,
Associate Custom
Audiences To
Improve the Quality
of Traffic
All Retailers On
Display Network
Top
AI-Powered
Audience
Expansion
• Must use to grow the
reach in a meaningful
manner.
• Use This To Get
Ideas on New
Avenues to Maximize
The Spend
All Retailers on
Display Network
Top to Mid

32. SMART BIDDING
NEW SIGNALS (SEASONALITY)
MAXIMIZE CONVERSION VALUE
CAMPAIGN LEVEL CONVERSION GOALS/ACTIONS
& RULES FOR CONVERSION VALUES

35. ACTIONABLE STEPS
FOR RETAILERS
SMART BIDDING ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE
New Signals
(Seasonality))
• Keep a close tab on
seasonal campaigns
running on smart bidding
especially the
latency/conversion delay is
not consistent throughout
seasonality.
All Retailers Across The Funnel
Maximize
Conversion Value
• Test in Campaigns with
Decent ROAS and Volume
but Revenue Is Not
Growing As Expected.
• Ensure The Campaign Has
Adequate Budget
All Retailers Bottom
Campaign Level
Conversion
Goals/Actions
• Ensure You use campaign
level conversion type instead
of account level before rolling
out a smart bidding algorithm.
• Select the smart bidding
algorithm in an alignment with
the campaign level
conversion type/goal. For e.g.
use tROAS for if the
Conversion Type is
“Sale/Purchase”, use
Maximize Conversions if the
Conversion Type is “Leads”,
“Sign-Ups” etc.
• Define Rules for Conversion
Goals To Incorporate
Margin/Profit Information To
Let The Smart Bidding
Optimize Toward Growth
All Retailers Across The Funnel

36. MOBILE AND LOCAL
DEEP LINKING
PROMOTED PINS AND PROMOTED LOCATIONS ON GOOGLE
MAPS ROUTES

37. ACTIONABLE STEPS
FOR RETAILERS
SMART
BIDDING
ACTIONABLE STEPS WHO CAN BENEFIT FUNNEL STAGE
Deep Linking
• Use App Deep
Linking for Loyal
Customers Made
Purchases on Your
App in the Past
• Have Those The
Users Interact With
Your App Again
Especially Who Didn’t
Open It In The
Recent Past.
• compare App
Analytics with Site
Analytics to
understand if the app
is ready to deliver
expected impressions
in the first place.
Brands With A
Growing App User
Base
Mid-to-Bottom
Promoted Pins
in Google Map
Route-Planning
and Promoted
Locations
• Must be Explored By
all businesses with
local stores
Local Retailers,
Hotels, Restaurant
Owners
Across The Funnel

38. DEEP LINKING OF
APPS

39. PROMOTED
LOCATIONS IN
GOOGLE MAPS

40. • By shifting focus from channel to customer intent, Google
ushers in the new world of anticipatory marketing.
• Engaging Consumer at every touch point, at scale,
responsibly and effectively. Say NO to Siloed Marketing
Approach.
• Machine Learning + Big Data + Universal Shopping Cart is
taking search to a different level of scale and performance
impact.
• Bet Big on YouTube Ads, Shopping Ads and Local
Campaigns. Of course, think Mobile First.
• Increase Smart Bidding Impact through Conversion Value
led bid strategy and stronger controls at campaign level.
• Continuously test, learn, apply, repeat to establish what
works best for your campaign.
SUMMARY

41. FIND OUT MORE
ACCESS KEYNOTE PRESENTATIONS: G.CO/MARKETINGLIVE

42. DOWNLOAD OUR GML2019
CHECKLIST
HTTPS://WWW.NETELIXIR.COM/GML2019/