6. Building Your Brand with Google+
The value of identity, relationships and sharing across the web
+BethFoster
NACE Social Lead
Google Confidential and Proprietary
Google Confidential and Proprietary
6
7. Social has always been a core human behavior...
What is changing is the way we socialize.
8. First generation of social has been a game changer
70%
of internet users, use a social
network each month
source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013, http://www.emarketer.com/Article/SocialNetworking-Reaches-Nearly-One-Four-Around-World/1009976.
9. But, technology has the capability to take us even further
Sharing gets stuck in
the stream
Social is limited to one
dimension of relevance
Communication lacks a
human element
10.
11.
12. Book a trip together with
friends, face to face
13. Google+ makes your entire Google experience better
Search
+People
Gmail
Chrome
+Relationships
YouTube
+Sharing
Maps
Play
+Recommendations
16. So what does this mean for you as a brand marketer?
Google+ gives you the tools to reach and influence your customers throughout their journey
Build Awareness
Influence
Consideration
Drive Sales
Grow Loyalty and
Retention
18. How do people discover
brands online?
32%
SOCIAL
54%
SEARCH
Source: “How Consumers Found Websites in 2012”, Forrester Research, 19 July 2013, http://www.forrester.com/How+Consumers+Found
+Websites+In+2012/fulltext/-/E-RES92661
19. The stream is just the beginning for a Google+ post…
Burberry announces
their new line of
sunglasses via
Google+
20. Google+ content is amplified within Google search
Burberry announces
their new line of
sunglasses in a Google
+ post
21. Google+ video posts are also surfaced on YouTube
Burberry announces
their new line of
sunglasses in a Google
+ post
22. And now, even within Gmail
Burberry announces
their new line of
sunglasses in a Google
+ post
26. Hangouts On Air extend your brand conversation to millions
Topshop transforms the fashion show with exclusive Hangouts On Air & a Hangout app
BE THE
TEAM
4M VIDEO VIEWS
ACROSS PLATFORMS
Join live backstage hangouts with
the Topshop design team
BE THE
FASHION
7,500 LIVE VIEWS
Take a front row seat at the
exclusive red carpet event
via Hangout On Air
BE THE
BUYER
AVG. 11 MIN IN APP &
52% RESHARE
Develop your own fashion
collection with friends using
the Topshop custom Hangout
app
28. 72%
of consumers trust
online reviews as much
as personal
recommendations
78%
of consumers say
brand’s social media
influences their
purchase decisions
Source: Local Consumer Review 2012, Search Engine Land; Market Force, May 2012, http://
www.marketforce.com/press-releases/item/research-social-media-influence/
29. Relevant Google+ content in search is driving consideration
Burberry announces
their new line of
sunglasses in a Google
+ post
30. Communities help users discover recommendations from
experts, including consumers and relevant brands
Lowe’s & Nest
can influence
consideration
by joining the
conversation
31. Clinique delivers in-store experience, at scale
“The Google+ Hangout enabled us
to deliver the high touch custom-fit
service our clients experience in
store and at counter”
-Liz Wright
Group Digital & e-Com Manager,
Clinique
• CTR 10 times higher than
the standard brand ad
• VTR 16 times higher than
the standard brand ad
32. Entertainment Weekly answers fans’ award show questions
with Live Q&A in a Hangout on Air
“The Google+ Hangout enabled us
to deliver the high touch custom-fit
service our clients experience in
store and at counter”
-Liz Wright
Group Digital & e-Com Manager,
Clinique
33. “The Google+ Hangout enabled us
to deliver the high tough custom-fit
service our clients experience in
store and at counter
-Liz Wright
Group Digital & e-Com Manager,
Clinique
34. Toyota Collaborator revolutionizes the test drive with social car
shopping before even entering the dealership
“The Google+ Hangout enabled us
to deliver the high tough custom-fit
service our clients experience in
store and at counter
-Liz Wright
Group Digital & e-Com Manager,
Clinique
36. Social endorsements matter
37%
of millennials say they are more
likely to purchase a brand that
has social endorsements
Source: Google/Compete Brand Value of Annotations Study 2013
37. Social recommendations on paid search ads drive more traffic
to your site
5-10%
average search ad CTR uplift from social annotations
Source: Google Internal Data
38. Better yet, these social recommendations drive more qualified
traffic to your site
20%
apparel purchases
11%
hotel bookings
13%
PC & Laptop purchases
average lift in conversion rate when annotations are present
Source: Google/Compete Vertical Research Studies 2012-2013
39. The Google+ audience is proving to be more valuable than
other social audiences
1
In the retail sector, Google+ referrals are
40% more likely to
convert networks
than referrals from other social
A referral from Google+ is worth an average
$10.78
Compared to $2.35 for Facebook and $1.62
for Twitter.
Source: Forrester and Source: SocialTimes.com May 23, 2013
41. 90%
of consumers back brands after
interacting via social media
“By making people love, not just
like your brand, you’re more likely
to drive future purchases and
increased sales.”
-Ian Ralph, Director at Marketing Sciences
Source: “IAB Social Media Effectiveness Research”, Internet Advertising Bureau UK (IAB), 4
July 2013, http://www.iabuk.net/research/library/iab-social-media-effectiveness-research
44. Drive app installs, and personalize experiences using
Google Sign-in
Provide fast and trusted
sign-in
Customize your app
Grow your audience when
users pull friends to your app
Drive Android App installs
40% acceptance rate for OTA
45.
46. “Google is a trusted partner for our users. It is the
most popular third-party sign-in option on the web
for us, with 35% of users choosing Google. It is also
our most popular sign-in option on Android,
accounting for 45% of new user registrations. We are
thrilled with the level of signed-in engagement
Google+ Sign-In has brought to Flixster. ”
- Joe Greenstein, Co-Founder & CEO
47. Building brand awareness with Google+
01 Getting Started Checklist
Keep the conversation going, share
content at least every 48 hours
Create a consistent brand identity by
merging your Google+ page and
YouTube channel
Grow your audience by adding follow
and share widgets to your site and cross
promoting your Google+ page
Bring your brand to life with a live
hangout on air
48. Influencing consideration with Google+
02 Getting Started Checklist
Think of the impact of social on SEO
and optimize your post content to
be discovered in search
Create a community or join an
existing community relevant to your
brand
Invite customers to tell your story
on a hangout on air
Make any experience more social
with your own custom hangout
application
49. Driving sales with Google+
03 Getting Started Checklist
Grow your audience and share
engaging content on Google+
As a result of having an active page,
benefit from automatic social
annotations on your paid search ads
Enable Google+ Sign-in on your website
or mobile app
50. Growing loyalty and retention with Google+
04 Getting Started Checklist
Build your own community and reward
loyal customers with exclusive content
or hangouts
Use ripples to identify and reach out to
brand advocates
Enable Google+ Sign-in on your website
or mobile app
56. WHAT DO WE MEAN BY AUDIENCE SIGNALS?
Basket
Bouncers
Login
Page
Female
16-24
WHO
Male
35-44
Female
45-54
THEY ARE
WHAT
WHERE
&
& THEY LIKE
THEY’VE
BEEN
Homepage
Visitors
57. “In 2020 audience targeting
investment is projected to
exceed search spend”
Source: IAB
58. WHAT IS “REMARKETING LISTS FOR SEARCH ADS”
Reach higher-value audiences for more effective AdWords campaigns
Existing AdWords targeting criteria
Device
Language
Location
Daypart
Keyword
Remarketing lists for Search Ads
1
Already familiar with
your products or brand
2
“Audiences” of higherconverting consumers
60. HOW HAS RLSA BEEN USED TO DATE?
Tailor ad text
1
•
•
Telecoms provider
customized ads based on
product categories viewed
(e.g., TV, voice, ISP)
Saw a 66% decline in CPO
Optimize bids
2
•
•
Bid higher for home page
visitors and even higher for
product browsers
Total sales +22%, -43%
CPO, +161% CVR
Broaden Keywords
3
•
•
Used broad keywords like
present and gift during peak
gift season
CvR comparable to brand
terms, ROI 30% better than
non-brand terms
61. RESULTS SO FAR….
RLSA shows 48% lower CPAs*
than rest of Search spend
*Google Internal Data: 1,000+ CIDs
71. “Attention is a scarce resource.
Branding is the experience marketers
create to win that attention”
-- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush
73. CPE Ads Case Study - Oxfam
Providing a lean-in, engaging experience for
consumers drove great results for Oxfam
7.3M
reached via
Google CPE
(Oxfam only paid for 129k deep engagements)
52%
13%
LOWER
CPE*
HIGHER
ENGAGEMENT*
RATES
-- Alison Price, Digital Acquisition manager, Oxfam
*Compared
to
a
fixed
rate
card
engagement
provider
in
a
head
to
head
test
76. MARSHALLS CASE STUDY...
The brief:
Croud appointed in April 2013 to improve performance on the
1.2
0.1
account
1.0
0.0
What we did:
– Account Restructuring
– Product Listing Ads setup
– Creative Audits
-‐0.1
YoY
ROAS
– Daily bid optimisation to maximise efficiency
Revenue
(Indexed)
– Keyword and Negative Builds
0.8
0.6
-‐0.1
0.4
– Remarketing
– Targeted GDN campaigns
The results:
Within 10 weeks:
•
Revenue was up 120%
•
We turned a declining ROAS into year on year positive
-‐0.2
0.2
0.0
-‐0.2
1-‐Apr-‐13
8-‐Apr-‐13
15-‐Apr-‐13
22-‐Apr-‐13
29-‐Apr-‐13
6-‐May-‐13
13-‐May-‐13
20-‐May-‐13
27-‐May-‐13
3-‐Jun-‐13
2012
Rev
2013
Rev
YoY
ROAS
(cumul.)
77.
78.
79.
80. November 26th 2013
Smarter, Faster & Better
Search with DoubleClick
Nathan Tait-Hill, Sales Leader
DoubleClick Search
Google confidential
81. All your search in one place, powered by Google and
integrated into DoubleClick
Campaign
Management
ReporMng
Bid
Management
Google confidential
82. Campaign automation with DoubleClick
Automated Rules monitor
and take action across all
your campaigns, keywords
and ads
Your Product Here
$ XXX – Your nameYour
promotional message
Automate Standard
Campaigns & PLAs with
inventory-aware campaigns
Auto-create based on
inventory
Your business inventory
Optimize through smart
bidding algorithms for
increased performance
Google confidential
83. Better Bid Management with fresher data
Keep closer to your CPA
targets
4x daily bidding
Real time ‘Instant’
Conversions
1x daily bidding
Conversions
(online & offline)
Target
CPA = $5
Time
Real-time
reporting
Google confidential
Better bid
optimization
Faster
remarketing
Drastically increase
conversions by 32%
84. Robust Reporting for every audience
DoubleClick Search
Updated every 15 minutes
across 90 metrics, all in one
place for Croud
Executive Dashboards
compelling, easy-to-create
“dashboards” for clients
In-house data analysts:
reporting API for
programmatic, bulk access to
engine & conversion data
Google confidential
85. Boost ROI through search to display
Customers seeing results with “instant” remarketing
A frictionless,
tagless experience
shoes
|
FREE
SHIPPING
Talking boots
Insights
from
paid
search…
Google confidential
…fuel
display
performance
97. %
65
Start on phone
Source:
The
New
MulM-‐screen
World:
Understanding
Cross-‐Plaaorm
Consumer
Behaviour,
Google/Ipsos,
Sept
2012
Continue on desktop or tablet
