7. Today's agenda and logistics
12:00PM
Registration, lunch and demos
12:45PM
Welcome
Rebecca Mason & Jean Magalhaes
12:55PM
From a mobile-first, to an AI-first world
Aisling Finch
1:20PM
Optimisation and Automation
Dave Booth
2:30PM
Break and demos
3:00PM
Measurement and Attribution
Dave Booth
4:05PM
Agency of the Future
Martin Curtis
5:00PM
Day Recap and closing remarks
Rebecca Mason & Jean Magalhaes
5:10PM
Networking, drinks and demos
11. Definition
AI (artificial intelligence) - science of making things smart, to
a point they can perform sophisticated tasks, such as play Go,
or recognise the content in a given photo.
ML (Machine Learning) - is a technique to develop AI. ML is all
about learning from examples, and getting computers to do
something without being explicitly programmed to do so
01
27. Google’s speech recognition technology now has a 4.9% word
error rate*
July 2016 Oct 2016 Dec 2016 Current
8.5%
6.8%
6.1%
4.9%
Source: Emil Protalinski, @EPRO, May 17, 2017
*US English only
02
32. Do you have a question about today’s content? Participate in the live
Q&A using Sli.do
Step 1: Visit https://www.sli.do/
Step 2: Enter event code #Masterclass17
Step 3: Submit your questions / upvote existing ones
Three questions will be answered at the end of each
presentation
33. Founding and Senior Partner
Cardinal Path
Dave Booth
Optimisation & Automation
39. The heavy-lifting task of optimising for performance
Are you making
the best use of
your time?
Are you driving
the best results
possible?
Are you operating
in the most
profitable way?
40. The two elements of optimisation we’ll cover in this section
BiddingCreatives
0201
43. The art of showing
generic ads to hyper
targeted audiences
“
01
44. of consumers who own multiple devices
switch between screens to complete a task.
90%
more likely to be influenced by
targeted digital ads.
2x
sources consulted before
making a purchase.
10+
Consumer journey is more
complex than ever
Source: https://www.thinkwithgoogle.com/research-studies/mobile-path-to-purchase-5-key-findings.html | https://www.thinkwithgoogle.com/articles/shift-to-
constant-connectivity.html | https://www.sociomantic.com/wp-content/uploads/2013/11/What-Consumers-Want-Infographic-Sociomantic-Labs-EN-global.png 01
45. Consumers want information that is
relevant to their moment based on their:
Time Device
Location Interest
Intent
Tailoring ads at scale
01
49. Different people & contexts ask for different ads
01
3.5B
searches happen
on Google each day
Ad 3
Ad 2
Ad Group 1
Ad 1
Device
Time
Geo
Device
Time
Geo
Device
Time
Geo
50. Ad groups with 3 or more
high-quality ads may receive
up to 15% more clicks or
conversions* vs. ad groups
with only 1 or 2 ads.
01
Show the right message
to the right person
Ad 3Ad 1 Ad 2
*Source: Google Internal Data. When you rotate your ads to optimize for clicks or conversions. This will vary by
client, business type, among other factors, and Google cannot guarantee this or any uplift.
51. 01
A practical example
*Source: Google Internal Data. When you rotate your ads to optimize for clicks or conversions. This will vary by
client, business type, among other factors, and Google cannot guarantee this or any uplift.
Ad 3
(It’s probably
too late)
Ad 1
Forgetful
packing
incident?
Ad 2
Forgetful
morning
dresser?
Ad 3
52. Optimisation
Ad Rotation
01
Optimise ad rotation to show
your most relevant ad
*Source: Google Internal Data. This will vary by client and business type, among other factors and Google cannot guarantee this or any uplift.
+5%
more clicks &
conversions*
Improve quality
& traffic
Both optimise settings
positively impact
quality score & CTR
Ads using either optimise
setting tend to accrue
more conversions
Increase
conversions
Simplify campaign
management
Let AdWords automatically
serve the most relevant ad
with no additional effort
required
55. 01
of searches
are unique
15% How can we optimise and plan for things that haven’t happened yet?
Use Dynamic Search Ads to
capture relevant queries
58. Compared with their keyword performance, for
the median advertiser, DSA targeting generates...
01
CPCs CPAs
35%
lower
Clicks CTRs
...and on average 86% of Dynamic Search Ads traffic is incremental
30%
lower
30%
higher
30%
more
65. Tailor your ad to the keyword, ad group or campaign
01
Ad
Buy some dinosaur meat.
example.com
Starting at $49. Won’t spoil for
another 325 years!
Ad
Buy some drop bear meat.
example.com
Starting at $1.99. Won’t spoil for
another 15 days!
Eat a
dinosaur
Drop
bears
Example
Ad
Buy some MYSTICAL_CREATURE_NAME meat.
example.com
Starting at COST. Won’t spoil for
another COUNTDOWN!
66. Feed example for keyword ad customisation
01
Note:
You can also use
“Target Keyword text”
and “Target Keyword
Match type”, instead of
“Target Keyword”
67. Tailor your ad to the time of day/ device
Ad
Got the Monday am commute blues?
example.com
Eat some unicorn and sparkle.
Free shipping on orders above $65.
Ad
Host a hoop snake BBQ
example.com
No plans for the weekend? BBQ
some hoop snake! 20% off BBQ1.
Ad
Chupacabra breakfast tacos?
example.com
You bet! 10% off fresh chupacabra
meat. Just add guac & salsa.
Friday
Laptop
Monday
Mobile
Any day, AM
Any
01
69. 01
Approach ResultsGoals
- Increased overall CTR by 32%
- Grew CTR in second-highest
volume-producing ad group
by 113%
- Successfully created and tested
ads at the customer level
- Used Ad Customisers to create
timely and accurate ads
- Tested ad copy with specific
audience segments
- Engage customers with
relevant, real-time messages
throughout the purchase
journey
- Efficiently update ad creative
in different ad segments
71. Count down to an event
01
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in COUNTDOWN.
Example
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in 5 Days.
Feb 9
3:00pm
Feb 14
9:00am
Feb 9
5:40pm
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in 9 Hours.
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in 20 minutes.
Ad
Buy some dinosaur meat.
example.com
Starting at $49. Won’t spoil for
another 325 years!
73. 01
Approach ResultsGoals
- 8.7% increase in conversion rate at
the end of flash sale
- 3% increase in CTR on their ad text
- 8.3% increase in customer
spending per site visit
- Implemented the countdown
function with Google’s
countdown widget
- Dynamically showed customers
the days, hours, or minutes left
until end of sale
- Drive quality traffic to website
- Create urgency to promote
flash sale
- Encourage customers to
convert quickly
77. Customise ads to the user location of interest
01
Location of interest detected Texas, ‘Merica
Ad
Drink without a worry in DESTINATION
example.com
PRODUCT for DESTINATION
people, starting at PRICE!
78. Customise ads to the user location of interest
01
Ad
Drink without a worry in Texas
example.com
Drinking holsters for Texas
people, starting at $10!
“drinking in
Texas”
Ad
Drink without a worry in California
example.com
Sunscreen flasks for California
people, starting at $5!
“help me. just
please help me.”
Location of interest detected Texas, ‘Merica
Location of interest detected California, USA
Ad
Drink without a worry in DESTINATION
example.com
PRODUCT for DESTINATION
people, starting at PRICE!
81. Tips / best practices
01
1. You cannot pause customisers
But you can pause ads that use them or remove associated data
2. If you remove a data set
You can’t “re-start” by uploading a new data set with the same name
Better to edit your data to keep customisers running
3. Get creative!
84. Automation opens up big possibilities
02Source: *BCG Study ‘Cutting Complexity, Adding Value’, 2013, link
Monday Tuesday Wednesday Thursday Friday
is strategic
20%80%
of time spent is dealing with
manual, less strategic tasks
85. 02
(not that
many)
conversions
Millions
of variables
x =
The complexity of the task at hand…
Keywords Topics In-market Affinities
x All your clients!
Time
Hour
Day
Week
Month
Weekday
Location
Radius
Post code
DMA
Region
Country
Device
Mobile
Desktop
Tablet
Audience
Page visitors
Cart abandoners
Loyal shoppers
88. AdWords Smart Bidding: Auction-powered technology
02Source: *BCG Study ‘Cutting Complexity, Adding Value’, 2013, link
Advanced machine learning
that drives informed, accurate
bidding decisions
Unparalleled optimisation
frequency and precision that
adjusts bids for every auction
Rich set of auction-time
signals used to capture
contextual relevance for
every unique search
90. Rich set of auction-time signals
02
Location
Remarketing
list
Every user search is
different and bids for
each query should
reflect the unique
contextual signals
present at auction-time.
Bid
Combinations
between
2 or more
signals
Search
partner
Actual
query
Language
AppOS Browser Ad
creative
Noon
EST
Smartphone
Signals available
with bid adjustments
Exclusive signals for
AdWords Smart Bidding
91. 02
Example, on the keyword buy new toaster|
Example of signals our algorithm will
optimise against:
Language
settings
Location
Time Browser
Operating
system
CVR
4.0%CVR
2.0%
vs.
Finding the right keyword bid is hard.
Keyword bids are not right for all audiences.
Smart Bidding use case
95. 02
2. Simulations with great data quality
Leverage insights from millions of bids set every second across AdWords
Determine the most
profitable CPA target and
apply the change directly
in the simulator tool
96. 02
3. Unique transparency
Monitor a bid strategy performance and understand its current status
Understand the strategy
status and potential
limitations, then take action
Monitor the performance
of flexible bid strategies
key KPIs and watch how
it improves over time
97. 02
4. Seamless high end experiment platform
Run well-executed A/B tests to test changes before rolling them out
Assess performance
Determine the portion of
traffic that you want to go
through the experiment
(360)
98. 02
5. Go further: bid beyond the last click
Pick up a non-last click attribution model
Last click First click Linear Time decayPosition-based
Rules-based
models
Data-driven
model
great tech gifts highly rated tablets nexus 9 tablet
highly rated tablets nexus 9 tablet
2.73%
Conversion Rate
2.41%
Conversion Rate
= 0.32%
105. Founding and Senior Partner
Cardinal Path
Dave Booth
Measurement & Attribution
106. Do you have a question about today’s content? Participate in the live
Q&A using Sli.do
Step 1: Visit https://www.sli.do/
Step 2: Enter event code #Masterclass17
Step 3: Submit your questions / upvote existing ones
Three questions will be answered at the end of each
presentation
111. Technology has changed everything. People now have a huge selection of devices, channels,
and content to choose from, across multiple platforms.
This creates a lot of fragmented data which can be hard to track and action for advertisers
DisplayOrganic Search BrandDisplay network
01
116. 90%
of people switch
between screens to
complete tasks 30%
of all customer journeys
involve more than one
channel of interaction
Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016 01
117. Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016
45%
increase in local
shopping queries
01
126. Day 1 Day 2 Day 3
02
A customer’s journey
Email Email Desktop Desktop
Mobile web In-store visitMobile app
127. 02
Day 1 Day 2 Day 3
A customer’s journey
Email Email Desktop Desktop
Mobile web In-store visitMobile app
User ID, CD Login cookie
Login cookie Login cookie CRM ID
Login deviceID
Login cookie
Login cookieLogin cookie
User ID, CD
128. 02
Day 1 Day 2 Day 3
A customer’s journey
Email Email Desktop Desktop
Mobile Web In-store visitMobile App
User ID, CD Login cookie
Login cookie Login cookie CRM ID
Login deviceID
Login cookie
Login cookieLogin cookie
User ID, CD
132. 02
Metrics & dimensions
KPI’s
Business goals
Different needs
Customer journey
Different stages
Segments
Different people
Channels&devices
Differentexperiences
133. 02
Business goals
Different needs
Customer journey
Different stages
Segments
Different people
Channels&devices
Differentexperiences
Segment:
Journey:
Goal:
Channel/device:
Existing customer
Retention/growth
Easily find what they need
Mobile website
134. 02
Business goal:
Get visitors to content/features quickly and efficiently
Customer journey
Channels/devices
Websitefrommobiledevice
Segment
Existingcustomer Attract Engage Convert Retain/grow Advocate
Pageviews per visit Pages/Session, segment = mobile Google Analytics
Time on site Avg. Session Duration, segment = mobile Google Analytics
Bounce rate Bounce rate, segment = mobile Google Analytics
Site search usage Sessions with search, segment = mobile Google Analytics
Unsuccessful search rate % Search exits, segment = mobile Google Analytics
Feature completion (various) (Configured event/goal count/conversion rate) segment = mobile Google Analytics
Social activity (Tweets/Posts, negative sentiment (Social monitoring) via BigQuery, ML API
Inbound customer service call
(Call tracking click to call event)(Inbound calls/sessions)
segment = mobile
Google Analytics 360,
(Call tracking solution)
Content engagement score
(Custom calculated metric) applied to (key pages),
segment = mobile
Google Analytics 360, CMS via BigQuery
Content velocity
(Custom calculated metric) applied to (key pages),
segment = mobile
Google Analytics 360
KPIs Metric(s) required Data source
135. 02
Visit 1:
Visit 2:
Engagement Score / Visit =
Custom calculated metrics
Scroll 25% Scroll 3
50% Scroll 4
75% Scroll 5
100% Scroll 6
Click Page load / content interaction 1
Tool start 10
Tool complete 10
Login 10
Special offer signup 15
Branch search 5
Branch search exit
Download iOS / Android app download 2
PDF content download 1
Whitepaper download 1
Social Share 1
Post 2
Chat 1
Email 1
Comment 1
Video Video start
Video 25%
Video 50%
Video 75%
Video completion
Category Component Weight
2 + 15 2 2 15 20 56+ + + + =
On Page
Interaction
Scroll 50% On Page
Interaction
On Page
Interaction
Scroll 50% Video Start
Scroll 50%
On Page
Interaction Download
Event
On Page
Interaction
Scroll 100% Video Start Video Start 50%
15 + 2 20 2 25 20 99+ + + + =15+
56 99+
77.5=
2 Visits
141. 02
Don’t forget your integrations!
Enable a holistic view:
- Single ID across properties
- Connected to sales data (incl. offline)
- Analysis done with on/offline attributes
EDW
CRMSingle ID
WA
Activation
142. Analysis across the 360 degree view
Allows us to:
- Create segments from offline / additional data
-Analyse against offline / additional conversion events
-Leverage additional attributes across data activation platforms
02
162. 02
A path to attribution
Digital multi-touch attribution (MTA) solution
Algorithmic/data-driven approaches
Exploring additional models
Standard reporting
Implement tracking
Identify objectives
Conversions
integrations
campaigns
Typically “last click”
Econometric
(MMM/ESM)
Econometric/model
based (response curves,
channel contribution,
halo effects, etc.)
Tag, cookie, device-
graph based
Data driven
attribution
(DDA)
Workbench
Marketing channels,
campaign stacking
Multi-channel
funnels (MCF)
model explorer,
custom models
163. 02
Digital multi-touch attribution (MTA)
Cookie
level
Website
data
Digital
media plans
Data
partnerships
1st party
data
KPI(s) Customer
level
164. 02
Digital multi-touch attribution (MTA)
Measure the lift when a
channel is present on
the path to purchase
Your baseline level of
measurement is always a user
and their path to purchase
3.0%
2.8%
2.5%
166. 02
One solution, available in two tiers
Common cross device & data-driven methodology
Google Attribution 360
Full, enterprise-level cross-channel attribution
Custom dimensions & metrics for flexibility
Optimisation & TV modeling
Google Attribution
Self-service with simplified options & controls
Makes it easy to get started with cross-
channel, multi-channel attribution
167. 02
Foundations of Google’s attribution solutions
Insights & actionScience & analytics
Data collection &
management
Considers all tracked
touchpoints
Google device
graph
Integrations with
buying tools
TV
attribution
Predictive
optimisation
Reporting
& insights
Data exports
and API
Programmatic
connectors
171. DDA has already driven better performance for
thousands of advertisers
02
Data-driven attribution (DDA)
drives more conversions at the same
cost-per-conversion
Moving beyond last-click on Search
alone delivers 5% more conversions
on average, at a similar cost-per-
conversion.
175. 02
Attribution 360: timeline
A360 product phase Closed alpha Beta General availability
2018+2017
General availability
Through 1H 2018
176. 02
Prepare for Attribution & Attribution 360
Google Analytics
- Enable Advertising Reporting features
- Set up Goals and Ecommerce!
- Break down channel groupings
- Make sure integrations are in place
- Clean up your campaign (UTM) tagging
- Create separate, dedicated View (no User ID, do NOT strip URL params)
Google AdWords
- Ensure Auto-tagging is on
- Ensure AdWords is linked for cost data import
- Review naming conventions / consistency
- Link AdWords with Analytics Views
DoubleClick (DCM, DS)
- Ensure Auto-tagging is on
- Add display activity service OR ensure impression & click tracking is in place
- If using Floodlight to track conversions, ensure configured & clean
- Ensure accurate media cost is there for all campaigns
- Review naming conventions / consistency
- Link DoubleClick with Analytics Views
178. 02
A path to attribution
Digital multi-touch attribution (MTA) solution
Algorithmic/data-driven approaches
Exploring additional models
Standard reporting
Implement tracking
Identify objectives
Conversions
integrations
campaigns
Typically “last click”
Econometric
(MMM/ESM)
Econometric/model
based (response curves,
channel contribution,
halo effects, etc.)
Tag, cookie, device-
graph based
Data driven
attribution
(DDA)
Workbench
Marketing channels,
campaign stacking
Multi-channel
funnels (MCF)
model explorer,
custom models
179. 02
Econometric approaches - MMM
Annual contribution to sales ROI by media channel
Campaign direct and halo effects Media response curves
CY 2013 CY 2014
185. Head of Performance Agencies
Google AU/NZ
Martin Curtis
Agency of the Future
186.
187. Quick exercise
Your name
What you’re hoping to get out of today’s session
One fun fact that no one would know
Your role
Your company
188. “The next big step will be for the very
concept of the device to fade away.
Over time, the computer will be an
intelligent assistant helping you
through your day.
We will move from mobile first to an
AI first world.
- Sundar Pichai, CEO, Google
189. Google has a great track record of predicting the future
193. 01
CMO’s grappling with even more complexity outside
1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015
VCR
TV, radio, OOH,
newspaper,
magazine Cable AOL
The period of unbundling of
media agencies from
creative agencies
DBS satellite Yahoo
Google
DVR
Broadband
HD DVD &
Blu-Ray
Satellite radio
HDTV
Time-shifted viewing
Facebook
7th gen game console
Twitter
YouTube
Netflix streaming
Hulu+
Smart TV
Tablet
Instagram
Streaming radio
8th gen game console
Chromecast
Amazon Prime
instant video
Roku
Smartphone
Apple TV
VOD
Snapchat
197. But only 17% of agencies
and companies have moved
off last click attribution
01
198. Where we should
be as an industry
Where we are
Advanced attribution
strategies
Do you want to move
off last click?
Last click First click Linear
Time decayPosition-based
Data management
platform integrations
01
212. Day 1 of Adweek NYC
We know change is coming
02
- Is the agency of the future still an agency
- Leadership and the agency of the future
- Agency of the future, becoming the CMOs secret weapon
- Creativity to the power of consulting
- Advertising needs a rebrand
- Yes you should start that new agency you have always dreamed of
- Self-disrupt: Creating the next agency model
213. 02
The largest digital agency is now
Source: Ad Age Agency Report 2016
USRevenue
$0
$375,000,000
$750,000,000
$1,125,000,000
$1,500,000,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
215. What would
it look like?
If you were to start
your agency today,
from scratch
If you were to
develop your skill
sets, from scratch
What would
they look like?
02
226. 02
Google solutions
AdvancedBasic Intermediate
Auto Ad rotation
Auto bidding
Dynamic Search Ads
IF Function
Automated Feeds
Automated Reporting
Auto bidding/creative
Audience Integration
Automate cross channel
236. 02
Where do you start?
Retain the
best talent
Hire great
people
Develop your people;
creative thinking and
strategy skills
237. 02
What can you do?
Mission,
transparency, voice
Think broad & know
what you want
Focus on
continued learning
238. 02
Google Partners initiatives
ProductDiversity Strategy
Lead by WomenWill Masterclass
Specialist Challenge
Academy Bootcamp (in-person)
Academy for Ads (on-demand)
Business Coaching
Sales Masterclass
Partners Connect (co-pitch events)
239. 02
What the agency of the future looks like
Step 1 Step 2 Step 3 Step 4
Develop creative
thinking & strategy
expertise
Automate
everything
Build measurement,
data & feed
capabilities
Diversify capabilities
- video, display, feed
management,
programmatic
Step 5
Consult on
wicked business
problems