The document discusses strategies for finding more customers, standing out in a cluttered marketplace, and measuring results to drive ROI. It recommends reaching better qualified potential customers at scale, impacting purchase decisions in important moments, and driving measurable results through personalized targeting, viewable and engaging ads, and attribution modeling.

1. 312m
population
WINNING THE MOMENT IN 2017
Jennifer Prior,
Agency Development Manager

2. your customers great stories what works
you understand...
Google Confidential and Proprietary

3. Through Mental and Physical availability
=
Do I remember it when in need?
Can I buy it when I want to?
Find potential customers
of the category and light users
of your brand
speak to all of them,
often, especially prior to purchase
and make it easy for them
to remember, find and buy
your product
Find potential customers of the
category and light users of your brand
speak to all of them, often,
especially prior to purchase
and make it easy for them to
remember, find and buy your product
Google Confidential and Proprietary

4. Google Confidential and Proprietary
How do I find more
customers?
How do I stand out in a
cluttered marketplace?
How can I measure
results and drive ROI?
Google Confidential and Proprietary

5. Google Confidential and Proprietary
We don’t go online. We live online.

6. Google Confidential and Proprietary
I want-to-watch
I want-to-know
I want-to-find
I want-to-buy
consumer moments create
relevant signals
Google Confidential and Proprietary

8. 8:00am
I want-to-watch
finding better answers
one trillion times a year
5:00pm
I want-to-buy
8:00pm
I want-to-find
Google Confidential and Proprietary
12:00pm
I want-to-know

9. finding better answers
to your marketing challenges

10. Google Confidential and Proprietary
How do I find more
customers?
REACH better
qualified
customers at
scale
How do I stand out in a
cluttered marketplace?
IMPACT the
purchase
decision to win
in the moments
that matter
How can I measure
results and drive ROI?
Drive
measurable
RESULTS

11. Google Confidential and Proprietary
Reach better
qualified
customers at
scale
Google Confidential and Proprietary

12. Google Confidential and Proprietary

13. Google Confidential and Proprietary
I want to speak to people who can be my customer...
Signals make yesterday’s wishlist
today’s reality
Who is
in-market for
my products or
services?
Who has
chosen to
interact with my
brand?
Who looks like
my existing
customers?
Google Confidential and Proprietary

14. Google Confidential and Proprietary
Who is in-market for my
products or services?
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15. Personalised algorithms
looking at recent and repeated behaviours
Less likely to be a
fashion enthusiast
Spends 6 hr/day
on the web
Browses fashion
sites for 30 mins
Likely to be a
fashion enthusiast
Spends 1 hr/day
on the web
Browses fashion
sites for 30 mins

16. Source: Mazda Canada Case Study, 2014
Mazda reached qualified leads
by speaking to people who expressed an interest
500K
potential buyers reached in the
first month alone
10X
more potential customers than
usual targeting types

17. Google Confidential and Proprietary
Who has chosen to interact
with my brand?

18. Google Confidential and Proprietary

19. Hello music video
watched at a rate of
1M+ views
per hour

20. Google Confidential and Proprietary
Google Confidential and Proprietary
1B+1B+1B+1B+1B+1B+
on seven products globally
1B+ users
1B+

21. Google Confidential and Proprietary

22. Google Confidential and Proprietary
How do I stand out
in a cluttered
marketplace?
Impact

23. Google confidential | Do not distribute
Google Confidential and ProprietarySource: Behavioral Lift Research with Millward Brown Digital, January 2014

24. Google Confidential and Proprietary
Viewabilty ensures
your ads are seen
91%
of YouTube video
ads are able
to be seen
*Average viewability of
video ads across the
web (not including
YouTube)
is 54%
100%
of Google display
ads are able
to be seen
**Avg 54% of display
ads can’t be seen
Google Confidential and Proprietary
Viewability ensures
your ads are seen
Source: Google and DoubleClick advertising
platforms data, April 2015.

25. With Google Preferred as part of the mix,
Maybelline saw 2.4X to 2.9X
lift in brand awareness
Google Confidential and Proprietary
You can reach viewers through the content they love

26. Google confidential | Do not distribute
Google Confidential and ProprietarySource: Behavioral Lift Research with Millward Brown Digital, January 2014
74%lift in website
visits
76%lift in relevant web
searches
3Xlift in YouTube
searches
BUT CHOICE IS A GAME CHANGER

27. Google Confidential and Proprietary
#LikeAGirl
for some content unrestricted is best...
3.19 mins

28. Google Confidential and Proprietary
Drive Results
you can measure
and optimize
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29. Mondelēz improved campaigns
with Google Brand Lift Surveys
Google Confidential and Proprietary
36%
Brand Awareness lift
97%
Ad recall
Source: Google data, 2014
Google Confidential and Proprietary

30. and with the True View evolution - greater impact
by offering engagement
Google Confidential and Proprietary
80%
Lift in consideration
54%
Ad recall lift
Source: Google data, 2014
Google Confidential and Proprietary

31. Confidential & Proprietary
Football is a team effort, as marketing
One-2-one battles Striking
More success
Passing

32. Confidential & Proprietary
However many advertisers look at marketing in this
way...

33. Confidential & Proprietary
In consequence: strikers will be attributed all the
success of the team
Market Values for individual players for last-interaction-logic
Stegen
Goalkeeper
Pique
Centre Back
Iniesta
Midfield
Rakitic
Midfield
Neymar
Striker
Messi
Striker
0 Mln € 0 Mln € 0 Mln € 5 Mln € 200 Mln €150 Mln €
Only players who scored goals have any value

34. Confidential & Proprietary
However the reality looks different...
Real Market Values
Stegen
Goalkeeper
Pique
Centre Back
Iniesta
Midfield
Rakitic
Midfield
Neymar
Striker
Messi
Striker
15 Mln € 40 Mln € 35 Mln € 40 Mln € 120 Mln €100 Mln €
Not only in football, players who assists can be worth as well
as those who scores goals

35. Confidential & Proprietary
Attribution improves media performance & drives
business growth
Increased sales and 25%
growth in ROI with position
based model
TRAVEL, UK
15% increase in bookings and
10% in media savings with
reverse time decay model
HOTELS, SPAIN
B2B, US
Doubled Paid Search & tripled
Display performance at cost
effective ROAS/CPA with
position-based & time decay
model

36. Confidential & Proprietary
Picking an attribution model
Conservative growth
strategy
Aggressive growth
strategy
Finishing more existing
conversion paths
Starting more new
conversion paths
Converting more
existing customers
Converting more new
customers
Driving brand
capitalization
Driving brand
awareness
(these 3 models value all steps on the conversion path)

37. Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
Reachbetter
qualified customers at
scale
Impact the
purchase decision to win
the moments that matter
Drive measurable
Results

38. THANK YOU