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Google Marketing
Platform -
Alles was Sie schon immer wissen wollten (und mehr)
12.10.2018
Seite 2
Über uns
stepke@e-dialog.at
Siegfried Stepke, M.A.
Principal Consultant, Owner & CEO
Lisa Weichselbaum, BA
Senior ...
Seite 3
Über e-dialog
● Gründung 2003
● 30 angestellte MitarbeiterInnen
● Märkte: D-A-CH
(plus Konzerntöchter)
● Branchen:...
Seite 4
Was wir können: Datadriven Advertising
Programmatic
Display Search
Social
Targeting
Digital
Analytics Attribution
...
Seite 5
AdTech landscape in a nutshell
Marketer Publisher
Seite 6
Fragmentierte Ökosysteme
Ad Serving
Search
Management
Display
Buying
Rich
Media
Tag
Management
On-Site
Analytics
D...
Seite 7
Alles aus einer Hand - die Google Marketing
Platform!
Display & Video 360
DSP
Campaign Manager
Ad Server
Analytics...
Seite 8
Data-Ownership sichern!
Meist zertifizierte Google-Agentur in AT
inkl.
D
ataow
nership
DV360 & Campaign
Manager:
everything you need for Programmatic success!
Seite 10
Demand Side Platform (DSP)
/dɪˈmɑːnd/ sʌɪd /platfɔːm/
noun
Technology that combines audience buying and smart bid...
Seite 11
Was macht eine DSP?
Read
Find all of the available
advertising opportunities
(76+ exchanges & other
media opportu...
Seite 12
Display & Video 360 ermöglicht...
Access high value
inventory
Easily find and discover high-quality
inventory. Ne...
Seite 13
Bis zur Unendlichkeit & weiter: das Inventar
can access
smartb
Seite 14
DV360 Marketplace
Marketplace infuses a data driven approach
to find publishers that meet your criteria &
target ...
Seite 15
Starke Formate
High Impact Display
TV
Display
Video
Native
Gmail ads
In-App Ads
Audio
Seite 16
Unterschiedliche Einkaufsarten mit DV360
Open Auction
zwischen
hunderten von
Advertisern
Private
Auctions
mit Min...
Seite 17
Audiences einfach targeten
Use what you know about your customers to reach them with
the right message and exclud...
Seite 18
USP: Google Daten!
Ordered season
tickets this morning
Checks Seattle Seahawks
scores every week
Watches player
i...
Seite 19
Affinity Segmente
Based on user's browsing
patterns and content digest
Interests
Lifestyle
Passion
Sports
Chose f...
Seite 20
In-market Segmente
The active intent of users is updated in real time, based on behaviour across the Google owned...
Seite 21
1st Party Audiences
Use what you know about your customers to reach them with
the right message and exclude curre...
Seite 22
Wie funktioniert Remarketing mit Floodlights?
User Ihre Seite
User wird
erfasst
Er verlässt
die Seite
Ihre Ads au...
Seite 23
1st Party: Integration mit CRM & DMP
Seite 24
1st Party: CRM remarketing mit GA360
1 2 3 4
Google and CRM IDs
are captured at the
same
time online
CRM Data is ...
Seite 25
1st Party: CRM remarketing mit GA360
Use 250+ metrics from Analytics 360 to target your first party audiences. Re...
Seite 26
DV360 als DMP nutzen
Combined Audience Builder
Create custom combinations between your 1st party, Google
data and...
Seite 27
Contextual targeting - aber data-driven ;)
Time of Day
Day of week
Keywords
Browsers
Device Location
Connection
T...
Seite 28
Technology Targeting
Browsers
Android Webkit
Chrome
Firefox
Internet Explorer, versions 5–11
Microsoft Edge
Opera...
Seite 29
Geography targeting
Target 1km within
store locations
➔ Target users near to a store
➔ Change creative elements t...
Seite 30
Real-Time Optimierung
Real Time Bidding Over 40 signals Precision at Scale Efficiency
Display & Video 360 sets a
...
Seite 31
Ok cool, aber wie funktioniert das eigentlich?
The Automated Bidding solutions of Display & Video 360 use over 40...
Seite 32
Available Algorithms
Clicks
Conversions
Maximize Video
Quality
Viewable
Impressions
Optimize for clicks:
Website ...
Seite 33
5 abgestimmte Module in DV360
Seite 34
Ad Serving
/Ad səːvɪŋ/
noun
The core of programmatic ad buying that both serves engaging creative
to the user, wh...
Seite 35
Campaign Manager hilft uns...
Centralise
measurement
Measure and report on all media
in one centralised platform
...
Seite 36
Kein doppeltes Lottchen: De-duplizierung!
Search Reservation
Media
Affiliates
(emails, calls etc.)
Video
Programm...
Seite 37
Advanced measurement
Viewability
How much of my ad was
seen did it have visibility
/ audibility
Unique Reach
Meas...
Seite 38
Viewability
What is our solution?
ActiveView
Measure the amount of ads viewable, as a percentage
of the total ads...
Seite 39
Unique Reach Reporting
Standard Cookie Measurement
(measure cookie reach)
VS
Unique Reach Measurement
(measure pe...
Seite 40
Warum funktioniert das so verdammt gut?
7
Platforms
1bn
Users on each
Our deterministic cross-device solution ano...
Seite 41
Creative Formats
Display Dynamic
Display
Expandable
Display
Lightbox
Interactive
Video
Forced
New Video
Trueview ...
Creative Solutions:
custom creatives for custom targeting!
Seite 43
Creative Solutions
/kriːˈeɪtɪv səˈluːʃ(ə)ns/
noun
A complete solution to build and manage engaging
digital ads, f...
Seite 44
Unterschiedlichste Formate können erstellt
werden
Formats Include:
Backdrop (roadmap)
Mobile App Install
Dynamic ...
Seite 45
Wie funktioniert das Ganze?
Acquire assets via:
Creative Files
Google Web Designer
HTML 5
Studio:
Collate & label...
Seite 46
Studio hilft uns....
Host an
Asset Library
Hosting of creative assets
in one place
Develop
Dynamic Creative
Compl...
Seite 47
Dynamic Creatives
Audience
Football Enthusiast
Current Customer
House Buyer
Media
Financial Content
News Sites
Pr...
Seite 48
Ein paar Beispiele
http://data.e-dialog.at/banner/
Analytics360:
Das Herzstück!
Seite 50
Analytics Platform
/anəˈlɪtɪks platfɔːm/
noun
Measure website, app, digital and offline data to gain customer
and...
Seite 51
Wie funktioniert Analytics 360?
User visits a
site or app
Analytics 360 code fires, first party
Analytics 360 coo...
Seite 52
Analytics 360 hilft uns...
Aggregate Data
Sources
Integrating data from your
website, media sources, CRM
systems ...
Seite 53
Analytics 360 oder die Standardversion?
Main users
Data processing
Google integrations
Enterprise features
Suppor...
Seite 54
Integrierte Daten für bessere Insights
Insights:
+ 200 reports including:
Audience Reports
Advertising Reports
Ac...
Seite 55
Über Analytics 360 hinaus...
Cloud & Big Query
Pull in first party data sets,
and join them with raw, e.g.
for Li...
Seite 56
360° Betrachtung des Konsumenten
Demographics
Affinity Group
Interests
Added item to cart
Returned multiple times...
Seite 57
Starke Insights durch Machine Learning
“I want to know which
audiences are most
likely to purchase”
Voice command...
Seite 58
Collaboration? Kein Problem
Dashboards make it easy to share data across your business
Share segments across
diff...
Tesla FahrerInnen
Seite 60
Bsp: Audience Tesla-Fahrer
Seite 61
Bsp Google Marketing Plattform
Share to all!
Aus Analytics können komplexe (session-übergreifende) Segmente (mit
...
Seite 62
Targeting auf Zielgruppen
Die Seite anhand des Userverhaltens anpassen,
zum Beispiel:
● hat schon einmal gekauft,...
Seite 63
z.B. Angefragt aber nicht gebucht
Angebotsanfrage
Transaktion
Seite 64
zB: e-dialog Blog vs Bewerber
Seite 65
Audience Management: Setup & Pflege
● Analyse von 1st & 3rd Party Segmenten,
Definition, Test-Case, Einsatz und
Ü...
Seite 66
Einführung & Nutzung von Audience
Management
● Aufbau, Pflege und Wartung
● Konzepte zur kanalübergreifenden Nutz...
Seite 67
Kampagnen Heute & Morgen
Wettbewerbsvorteil!
Data Studio:
Daten besser visualisieren!
Seite 69
Data Studio hilft uns...
Quick Dashboards
Creating beautiful dashboards
has never been this fast – reduce
time sp...
Seite 70
Wie funktioniert es?
Connect
To all your data
Visualise
Enterprise reports
Share
Across organization
Seite 71
Erstelle individuelle + interaktive Reportings
It allows collaboration across
teams and makes it easy to share
re...
Seite 72
Schnelle Insights + schnelle Zusammenarbeit
Person A Person B
Seite 73
Teilen leicht gemacht
With Data Studio you can grant sharing
access to specific people, teams or your
whole organ...
Seite 74
Keine kreative Grenzen mit Data Studio
Bespoke designs & branding Data visualization
Tag Manager:
Tag Management
Seite 76
Was ist der Tag Manager 360?
Marketers want tag management
that’s simple, reliable, and integrates
easily with ex...
Seite 77
Tag Manager 360 hilft uns...
Enterprise
Assurances
Contract & SLAs outlining:
99.99% container serving
and 99% fr...
Seite 78
Tags einfach anpassen
Rule-based triggers, easy-to-use tag
templates, and auto-event
functionality help manage ta...
Seite 79
Third Party tags
Tag Manager supports all tags and has
easy-to-use templates for a wide range of Google
and third...
Optimize 360:
Onsite Personalisierung
Seite 81
Optimize 360 hilft uns...
Ease of Use
Simple setup and a visual editor
makes it easy to run experiments
with no c...
Seite 82
Einfach zu bedienen
Quick setup
Your Analytics 360 data and a single
line of code on a website is all you
need to...
Seite 83
Optimize Experiment in 60 Sekunden
Seite 84
Kluge Tests mit wenig Aufwand
Experiment objectives = business objectives
Set your experiment to test against the...
Seite 85
Optimize 360 oder die Standardversion?
Free 360
Testing capabilities
Simultaneous
experiments
Experiment targetin...
Search Ads 360:
Search Management
Seite 87
Search Engine
Management Platform(SEM)
/səːtʃ ˈɛndʒɪn ˈmanɪdʒm(ə)nt ˈplatfɔːm/
noun
Manage, automate and optimise...
Seite 88
Search Ads 360 hilft uns...
Automate Campaign
Management
Set up, optimise, manage, and tweak
and edit your search...
Seite 89
Automatisierung ausbauen
Automate regular tasks – from keyword
creation and ad copy changes to inventory
manageme...
Seite 90
Effizient über mehrere Plattformen arbeiten
GEMINI
Track, Report, Measure, Attribute - Search
Track, Report, Meas...
Seite 91
Inventory Management mit SA360
Use data from an inventory feed to generate campaigns, ad groups, text ads, keywor...
Seite 92
Adaptive Kampagnen
Adaptive Shopping
Automatically create smaller
product groups to help achieve
better results
A...
Seite 93
Custom campaign management: Business Daten!
Your Data Input your business data including promotions schedule, pro...
Seite 94
Smart Bidding mit Search Ads 360
Leverage machine learning capabilities to rapidly
analyze millions of signals an...
Seite 95
Wie funktioniert Smart Bidding?
Identifies the similarities between all keywords and product groups based on feat...
Seite 96
Optimieren Sie Ihre Business Goals!
Performance
Visibility & Brand
Budget
And automate the bid
management of your...
Seite 97
Real-time Daten für real-time Resultate!
The freshest data in the market
(no 24hr delay)
Reliability of Google's ...
Seite 98
Frische Daten im Augenblick der Entscheidung
Bid
adjustment
Max CPC +
20%
Device Bid
adjustment
Mobile Multiplier...
Seite 99
Datengetriebene Attribution inklusive
No More
Picking Models
Users can build a data-driven attribution
model from...
100
Das Ziel & der Weg
Paradise
© Seyed Mostafa Zamani - cc by
2.0
Seite 101
Das Ziel:
Jeden User individuell ansprechen!
● Richtige Botschaft
● zum richtigen Zeitpunkt
● im richtigen Kanal...
Seite 102
Da wär so ein User ,-)
Seite 103
Seite 104
Jetzt starten!
Wie profitiere ich am schnellsten und was muss ich tun,
um zu starten?
Seite 105
Level 6:
lfd Optimierung
Level 5:
Nutzung
Level 4:
Go-Live
Level 3:
Implementierung
Level 2:
Strategie
Level 1:
...
Seite 106
ChangeWillen Konzept
Dazu brauchts...
Seite 107
Sprechen Sie mit uns.
Know-howTools
Erfahrung
Seite 108
• (Digital) Marketing Kompetenz
• Spezialisierung in Programmatic
• (echtes) Daten- und Digital Analytics Know-h...
Fragen?
Antworten!
www.e-dialog.at
+43-1-309 09 09
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Lisa Weichselbaum & Siegfried Stepke (e-dialog) Die Google Marketing Platform - alles was Sie wissen wollen - ProgrammatiCon 2018

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Die Google Marketing Platform deckt alle digitalen Touchpoints wie keine andere Lösung ab. Fragen die bei diesem Vortrag beantwortet wurden:
- Was können die einzelnen Module?
- Wie spielen sie zusammen?
- Womit startet man am besten?
- Was sind die Vorteile der 360 vs der Free-Varianten?
- Wie können damit große Setups und Integrationen profitieren?

Veröffentlicht in: Marketing
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Lisa Weichselbaum & Siegfried Stepke (e-dialog) Die Google Marketing Platform - alles was Sie wissen wollen - ProgrammatiCon 2018

  1. 1. Google Marketing Platform - Alles was Sie schon immer wissen wollten (und mehr) 12.10.2018
  2. 2. Seite 2 Über uns stepke@e-dialog.at Siegfried Stepke, M.A. Principal Consultant, Owner & CEO Lisa Weichselbaum, BA Senior Programmatic Consultant weichselbaum@e-dialog.at
  3. 3. Seite 3 Über e-dialog ● Gründung 2003 ● 30 angestellte MitarbeiterInnen ● Märkte: D-A-CH (plus Konzerntöchter) ● Branchen: Telco, Handel, B2B, Publisher, Tourismus
  4. 4. Seite 4 Was wir können: Datadriven Advertising Programmatic Display Search Social Targeting Digital Analytics Attribution Personalisierung & Testing D atadriven perD N A,nichtExcel. Im m erschon.
  5. 5. Seite 5 AdTech landscape in a nutshell Marketer Publisher
  6. 6. Seite 6 Fragmentierte Ökosysteme Ad Serving Search Management Display Buying Rich Media Tag Management On-Site Analytics Data Warehouse
  7. 7. Seite 7 Alles aus einer Hand - die Google Marketing Platform! Display & Video 360 DSP Campaign Manager Ad Server Analytics 360 Advanced Measurement Search 360 Search Tag Manager 360 Advanced Measurement Data Studio Advanced Measurement Optimize 360 Advanced Measurement Studio Creative
  8. 8. Seite 8 Data-Ownership sichern! Meist zertifizierte Google-Agentur in AT inkl. D ataow nership
  9. 9. DV360 & Campaign Manager: everything you need for Programmatic success!
  10. 10. Seite 10 Demand Side Platform (DSP) /dɪˈmɑːnd/ sʌɪd /platfɔːm/ noun Technology that combines audience buying and smart bidding to enable the automated buying of ad space at scale.
  11. 11. Seite 11 Was macht eine DSP? Read Find all of the available advertising opportunities (76+ exchanges & other media opportunities) Analyse: Sort through inventory to find the best fit for advertisers (Matches the criteria set by the trading desk) Buy: RTB or Pre-Agreed Deals to secure the ad space (For example a deal could be programmatic guaranteed)
  12. 12. Seite 12 Display & Video 360 ermöglicht... Access high value inventory Easily find and discover high-quality inventory. Negotiate deals directly and execute buys quickly and efficiently. Reach your audience Access the best range of audience data from across Google platforms, your 1st party data & 3rd party segments Drive performance through automation Use Google’s machine learning technology to drive high performance from your media buys
  13. 13. Seite 13 Bis zur Unendlichkeit & weiter: das Inventar can access smartb
  14. 14. Seite 14 DV360 Marketplace Marketplace infuses a data driven approach to find publishers that meet your criteria & target audience 32% 68% 35-54 ABC1 Health Auto Forecasted Reach The Guardian www.guardian.co.uk Impressions 10M Uniques 6M Display 82% Video 18% Desktop 53% Mobile 36% Tablet 11% Conn. TV 0% Demo Link
  15. 15. Seite 15 Starke Formate High Impact Display TV Display Video Native Gmail ads In-App Ads Audio
  16. 16. Seite 16 Unterschiedliche Einkaufsarten mit DV360 Open Auction zwischen hunderten von Advertisern Private Auctions mit Mindest- preis für ausgewählte Advertiser Preferred Deals Fixer Preis, exklusive Deals Traditional tag-based klassisches IO Geschäft Exclusive & NegotiatedOpen & Liquid Programmatic Guaranteed direkter, programmatischer Deal mit Abnahmegarantie Für den Mediaeinkauf gibt es unterschiedliche Möglichkeiten - eine Evaluierung hilft bei der Entscheidung!
  17. 17. Seite 17 Audiences einfach targeten Use what you know about your customers to reach them with the right message and exclude current customers to only reach new customers. DMP audiences Floodlight Tag remarketing 3rd Party audiences Google audiences Campaign Based Audiences
  18. 18. Seite 18 USP: Google Daten! Ordered season tickets this morning Checks Seattle Seahawks scores every week Watches player interviews each week Catches up on football news every few days Looking for new Seahawks gear
  19. 19. Seite 19 Affinity Segmente Based on user's browsing patterns and content digest Interests Lifestyle Passion Sports Chose from 200+ signals Example segments Business Fashion Forward Sports Fans Shopaholics Health & Fitness Buffs Foodies Auch customized möglich!
  20. 20. Seite 20 In-market Segmente The active intent of users is updated in real time, based on behaviour across the Google owned properties. VS Auto Enthusiast Downloading pictures of sports cars Watching videos about fastest cars Auto In-Market Visiting auto aggregators Building car on auto site Comparing safety features on review site +15% Brand Consideration -51% CPA In market for: Automotive // Flights // Car insurance // Mortgages Leading auto insurance company Example Segments:
  21. 21. Seite 21 1st Party Audiences Use what you know about your customers to reach them with the right message and exclude current customers to only reach new customers. DMP Audiences Floodlight Tag Remarketing CRM Audiences Campaign Based Audiences
  22. 22. Seite 22 Wie funktioniert Remarketing mit Floodlights? User Ihre Seite User wird erfasst Er verlässt die Seite Ihre Ads auf Fremd- Seiten User kehrt auf Ihre Website zurück (bis er kauft)
  23. 23. Seite 23 1st Party: Integration mit CRM & DMP
  24. 24. Seite 24 1st Party: CRM remarketing mit GA360 1 2 3 4 Google and CRM IDs are captured at the same time online CRM Data is stored in the CRM system CRM data is then passed to Google via a feature called ‘Data Import’ CRM Data and Google data is matched and visible within the Analytics 360 UI
  25. 25. Seite 25 1st Party: CRM remarketing mit GA360 Use 250+ metrics from Analytics 360 to target your first party audiences. Remarket to users with a wealth of on-site data, delivering an engaging ad experience. Page Category Searched for Time on site Visited Item B Added to basket +300% CTR -50% Bounce Rate Website
  26. 26. Seite 26 DV360 als DMP nutzen Combined Audience Builder Create custom combinations between your 1st party, Google data and/or 3rd party lists that you’ll be able to save and easily reuse across campaigns Campaign Activity Audience Builder: Easily reach users who engaged with advertising campaigns by creating audience lists using dimensions that have never been available for audience creation before Audience Profile Analysis Understand what your 1st party audience behavior and/or interests are, based on all datasets available Audience Frequency Cap Easily control the frequency of exposure for a given user, across campaigns, deal and inventory types
  27. 27. Seite 27 Contextual targeting - aber data-driven ;) Time of Day Day of week Keywords Browsers Device Location Connection Target websites that are contextually relevant Serve engaging ads with dynamic creative Targeting Signals
  28. 28. Seite 28 Technology Targeting Browsers Android Webkit Chrome Firefox Internet Explorer, versions 5–11 Microsoft Edge Opera Safari, versions 1–6 + Others Device Type Mobile Tablet Desktop Smart TV Game Console + Others Specific Device e.g. Google Pixel Operating System (e.g. Windows 8 / iOS 10) You can target a large majority of software and hardware in Display & Video 360 across:
  29. 29. Seite 29 Geography targeting Target 1km within store locations ➔ Target users near to a store ➔ Change creative elements to be more relevant to the users location ➔ Deliver offers to those near a store to encourage offline purchase Proximity Tailor ads by region or geographic area Regional Use geolocation data with targeting to: Oxford Street
  30. 30. Seite 30 Real-Time Optimierung Real Time Bidding Over 40 signals Precision at Scale Efficiency Display & Video 360 sets a bid for every auction based on a user’s likelihood to take the action of interest (click, convert, install, view etc.) Display & Video 360 considers over 40 signals when determining the bid - both individually and the intersection of those signals! Scale globally, across all devices and millions of publishers while achieving your business goals Drive more conversions for your business at the same or better ROI and save time on manual optimization
  31. 31. Seite 31 Ok cool, aber wie funktioniert das eigentlich? The Automated Bidding solutions of Display & Video 360 use over 40 signals to ensure the right bid is being calculated for every impression! Here an overview of some of the signals considered. Audience Content Creative Technology User list ID 1P user list recency Geo Age Gender Time of day Day of week Website App Exchange Environment Creative type Creative ID Device type
  32. 32. Seite 32 Available Algorithms Clicks Conversions Maximize Video Quality Viewable Impressions Optimize for clicks: Website traffic (CPC) Optimize for conversions: Online sales (CPA) App installs (CPI) Optimize for video views: Complete In View & Audible (CIVA) Time on screen 10 sec (TOS 10) Active View - CPM: Viewable Cost Per Impression (AVCPM)
  33. 33. Seite 33 5 abgestimmte Module in DV360
  34. 34. Seite 34 Ad Serving /Ad səːvɪŋ/ noun The core of programmatic ad buying that both serves engaging creative to the user, while recording data that can be measured and fed back into marketing strategy.
  35. 35. Seite 35 Campaign Manager hilft uns... Centralise measurement Measure and report on all media in one centralised platform Access advanced tools Advanced measurement, data driven attribution and reporting tools Host & serve creative Host and serve multiple engaging ad formats across all channels
  36. 36. Seite 36 Kein doppeltes Lottchen: De-duplizierung! Search Reservation Media Affiliates (emails, calls etc.) Video Programmatic Display Social De-duplification Frequency Management Media Optimisation Path to Conversion One platform to centralise, analyse, and act on a single view of the customer
  37. 37. Seite 37 Advanced measurement Viewability How much of my ad was seen did it have visibility / audibility Unique Reach Measure Unique Reach holistically across entire digital buy Cross Device Track and report on activity across all devices Audience & GPRs Were my ads seen by my target audience? Monitor Fraud Was my ad seen by a human and not bot traffic? Verification Was my ad seen in the right context
  38. 38. Seite 38 Viewability What is our solution? ActiveView Measure the amount of ads viewable, as a percentage of the total ads ActiveView+ 13 supplementary metrics to assess audibility and visibility (e.g ime on Screen, Audio & Video on at completion) What is classed as viewable? (IAB 2017) Display 50% of ad in view for at least 1 second Video 50% of ad in view for at least 2 seconds
  39. 39. Seite 39 Unique Reach Reporting Standard Cookie Measurement (measure cookie reach) VS Unique Reach Measurement (measure people reach) Total Reach: 4 Views Total Unique Reach: 2 Views Mobile A Tablet A Desktop A Mobile B Free Integrated Solution Cross Device Google Map Measure across all inventory Messen Sie echte User,keine Cookies!
  40. 40. Seite 40 Warum funktioniert das so verdammt gut? 7 Platforms 1bn Users on each Our deterministic cross-device solution anonymously observes conversions from signed-in users across Google properties Measure a single user view across multiple devices, track the full customer journey
  41. 41. Seite 41 Creative Formats Display Dynamic Display Expandable Display Lightbox Interactive Video Forced New Video Trueview YouTube Bumper Mobile Display In App Ads High Impact Display Masthead Vertical Video Skins Mobile App Skip ad Skippable Video
  42. 42. Creative Solutions: custom creatives for custom targeting!
  43. 43. Seite 43 Creative Solutions /kriːˈeɪtɪv səˈluːʃ(ə)ns/ noun A complete solution to build and manage engaging digital ads, from custom video to dynamic creative
  44. 44. Seite 44 Unterschiedlichste Formate können erstellt werden Formats Include: Backdrop (roadmap) Mobile App Install Dynamic with GMC Mobile Interstitial Native (beta) Ready & Custom Lightbox (beta) Display creative Display Image Gallery Custom Display & Interstitial Interactive banner Skin / Homepage Floating banner* Push down* Dynamic Multi-floating interstitial* Billboard
  45. 45. Seite 45 Wie funktioniert das Ganze? Acquire assets via: Creative Files Google Web Designer HTML 5 Studio: Collate & label creative Upload, feed and set creative strategy QA Campaign Manager: Targeting & rules Ad serving & reporting Add tracking elements Desktop. Mobile Web & App Placements
  46. 46. Seite 46 Studio hilft uns.... Host an Asset Library Hosting of creative assets in one place Develop Dynamic Creative Complete control & flexibility over dynamic creative Quality Control QA and debugging completed post creative build
  47. 47. Seite 47 Dynamic Creatives Audience Football Enthusiast Current Customer House Buyer Media Financial Content News Sites Property Searches Environment Mobile / Desktop Weather Location
  48. 48. Seite 48 Ein paar Beispiele http://data.e-dialog.at/banner/
  49. 49. Analytics360: Das Herzstück!
  50. 50. Seite 50 Analytics Platform /anəˈlɪtɪks platfɔːm/ noun Measure website, app, digital and offline data to gain customer and marketing insights
  51. 51. Seite 51 Wie funktioniert Analytics 360? User visits a site or app Analytics 360 code fires, first party Analytics 360 cookies are read / written to the browser and a hit is sent to the Google servers Data can be exported for reporting and dashboards Raw hit level data sent to cloud Further analysis in BigQuery Data is processed and aggregated and shown in the Analytics 360 interface
  52. 52. Seite 52 Analytics 360 hilft uns... Aggregate Data Sources Integrating data from your website, media sources, CRM systems and offline data in one easy to use interface. Analyze Data at Scale Better evaluate performance of content, products and campaigns with 4 hour data freshness. Take Action from Insight Execute faster, make smarter decisions and optimize content across all channels.
  53. 53. Seite 53 Analytics 360 oder die Standardversion? Main users Data processing Google integrations Enterprise features Support and service Mid-market / SMB clients Enterprise - Subject to data sampling - 24-48 hour fresh - 5,000 row export (for download) - Unsampled data - 4 hours fresh (max) - 3 million row export and BigQuery Google Ads, Google partner inventory, Tag Manager, Data Studio, Optimize Everything available in the free product Plus Display & Video 360, Google ad manager, Search Ads 360, Google Cloud N/A Data driven attribution, roll-up reporting, custom funnels, custom tables Self-serve (free product) Dedicated AM and technical help-desk support with SLA Free 360
  54. 54. Seite 54 Integrierte Daten für bessere Insights Insights: + 200 reports including: Audience Reports Advertising Reports Acquisition Reports Behavior Reports Conversion Reports Cross-device reports Funnel analysis Real-Time Reporting App Website Email CRM Social Google Marketing Platform & Google Ads integration
  55. 55. Seite 55 Über Analytics 360 hinaus... Cloud & Big Query Pull in first party data sets, and join them with raw, e.g. for Lifetime Value calculations. Export the results to any variety of visualization software products, including Data Studio Ads Data Hub Match online and offline activities Perform predictive analysis Measure offline metrics like foot traffic and pair it with online marketing Salesforce Sales Cloud Import pipeline data from Salesforce Sales Cloud (e.g. leads, opportunities) Understand customers’ offline activities, and matching them to GA 360 data for bid optimization and to create new audiences Salesforce Marketing Cloud Campaign data available for reporting including email, ad, site and offline data Audiences available for activation via direct marketing channels, including email and SMS
  56. 56. Seite 56 360° Betrachtung des Konsumenten Demographics Affinity Group Interests Added item to cart Returned multiple times Purchased in the past KnownData ObservedBehaviour
  57. 57. Seite 57 Starke Insights durch Machine Learning “I want to know which audiences are most likely to purchase” Voice command in Analytics 360 Smart Lists Smart Lists in Analytics 360 identifies customers with the greatest propensity to meet a defined goal.
  58. 58. Seite 58 Collaboration? Kein Problem Dashboards make it easy to share data across your business Share segments across different users Typical user profiles: ➔ Analysts ➔ Marketeers ➔ Optimisation consultants ➔ Web developers ➔ App developers ➔ Agencies ➔ Call centre agents ➔ CEO ➔ CMO ➔ CTO
  59. 59. Tesla FahrerInnen
  60. 60. Seite 60 Bsp: Audience Tesla-Fahrer
  61. 61. Seite 61 Bsp Google Marketing Plattform Share to all! Aus Analytics können komplexe (session-übergreifende) Segmente (mit Abfolgen) in alle Kanäle als Audience gepusht werden:
  62. 62. Seite 62 Targeting auf Zielgruppen Die Seite anhand des Userverhaltens anpassen, zum Beispiel: ● hat schon einmal gekauft, aber nicht in den letzten 2 Monaten (Session-übergreifend) ● hat ein bestimmtes Produkt gekauft ● Warenkorbabbrecher (Add to Cart Event aber keine Transaktion) ● hat im letzten Jahr mind. 500 € Umsatz gebracht (Lifetime Sicht)
  63. 63. Seite 63 z.B. Angefragt aber nicht gebucht Angebotsanfrage Transaktion
  64. 64. Seite 64 zB: e-dialog Blog vs Bewerber
  65. 65. Seite 65 Audience Management: Setup & Pflege ● Analyse von 1st & 3rd Party Segmenten, Definition, Test-Case, Einsatz und Überprüfung/Dokumentation ● Kombination-Konzepte ○ 1st / 3rd Party ○ Frequency Cap ○ Similar Audiences ○ Custom Audiences ● Anreicherung um offline-Daten Party Data Party Data
  66. 66. Seite 66 Einführung & Nutzung von Audience Management ● Aufbau, Pflege und Wartung ● Konzepte zur kanalübergreifenden Nutzung (Display, Video, Social, Search,..) ● kontinuierliche Schleife u.a. im Zuge des Kampagnen-Assessments Party Data Potenziale nutzen!!
  67. 67. Seite 67 Kampagnen Heute & Morgen Wettbewerbsvorteil!
  68. 68. Data Studio: Daten besser visualisieren!
  69. 69. Seite 69 Data Studio hilft uns... Quick Dashboards Creating beautiful dashboards has never been this fast – reduce time spent on reporting instant visualizations. Data Sources Using pre-built connectors, Data Studio natively integrates with outside partners directly to underlying datasets Easily Shareable Share with teams and customers. Powerful sharing setting with full control on editing and distribution.
  70. 70. Seite 70 Wie funktioniert es? Connect To all your data Visualise Enterprise reports Share Across organization
  71. 71. Seite 71 Erstelle individuelle + interaktive Reportings It allows collaboration across teams and makes it easy to share reports for those who need them across the business organisation. Data Studio funnels information from various sources into visually compelling and interactive reports that update in real-time. Funnels Information Collaboration
  72. 72. Seite 72 Schnelle Insights + schnelle Zusammenarbeit Person A Person B
  73. 73. Seite 73 Teilen leicht gemacht With Data Studio you can grant sharing access to specific people, teams or your whole organisation – you have total control over who views your information. You can even control sharing to just the report or choose to allow access to the underlying data source too.
  74. 74. Seite 74 Keine kreative Grenzen mit Data Studio Bespoke designs & branding Data visualization
  75. 75. Tag Manager: Tag Management
  76. 76. Seite 76 Was ist der Tag Manager 360? Marketers want tag management that’s simple, reliable, and integrates easily with existing systems. That’s what Tag Manager 360 delivers.
  77. 77. Seite 77 Tag Manager 360 hilft uns... Enterprise Assurances Contract & SLAs outlining: 99.99% container serving and 99% front-end uptime. Flat Pricing Customers can buy Tag Manager 360 for a flat fee based on tiering system. Platform Integration Container request metrics visible in Google Marketing Platform.
  78. 78. Seite 78 Tags einfach anpassen Rule-based triggers, easy-to-use tag templates, and auto-event functionality help manage tags with as little code as possible. Create or update your tags Deploy your tags with speed and ease Eliminate the need for code changes /
  79. 79. Seite 79 Third Party tags Tag Manager supports all tags and has easy-to-use templates for a wide range of Google and third-party tags, both web and mobile apps.
  80. 80. Optimize 360: Onsite Personalisierung
  81. 81. Seite 81 Optimize 360 hilft uns... Ease of Use Simple setup and a visual editor makes it easy to run experiments with no coding required. Advanced Experiments Import goals from Analytics 360 as experiment objectives for audiences created using Analytics 360. Media integration Target traffic from particular Google Ads campaigns, ad groups, or keywords for your experiment.
  82. 82. Seite 82 Einfach zu bedienen Quick setup Your Analytics 360 data and a single line of code on a website is all you need to begin experimenting. No coding required Build new experiments using a visual editor.
  83. 83. Seite 83 Optimize Experiment in 60 Sekunden
  84. 84. Seite 84 Kluge Tests mit wenig Aufwand Experiment objectives = business objectives Set your experiment to test against the same objectives that your business already uses e.g. Analytics 360 goals. Easy-to-use visual editor that saves time Intuitive, visual workflow is easy for anyone to use for simple text, image, or style modifications, while advanced HTML and Javascript code changes allow for deep customization.
  85. 85. Seite 85 Optimize 360 oder die Standardversion? Free 360 Testing capabilities Simultaneous experiments Experiment targeting Experiment objectives and reporting Product SLAs and support AB, multivariate and redirect testing options AB, multivariate and redirect testing options Limited to 5 More than 5 Advanced targeting techniques (incl geo, URL, AdWords traffic, Javascript and others) Advanced targeting, including Google Analytics Audiences Limited to pre-selected objectives Ability to select objectives for reporting after experiment begins Help center and forum-based support Product SLAs, dedicated account management and technical support Free 360
  86. 86. Search Ads 360: Search Management
  87. 87. Seite 87 Search Engine Management Platform(SEM) /səːtʃ ˈɛndʒɪn ˈmanɪdʒm(ə)nt ˈplatfɔːm/ noun Manage, automate and optimise your search engine marketing campaigns in real-time and at scale
  88. 88. Seite 88 Search Ads 360 hilft uns... Automate Campaign Management Set up, optimise, manage, and tweak and edit your search campaigns across all of your search engines in one place, and at scale. Use Advanced Optimisation Tools Automate bidding, budget management, structural changes, event triggered changes and more in a single platform. Access Reporting & Insight at Speed Get access to search data and site conversion data in near real time, and report on performance at scale or in granular detail.
  89. 89. Seite 89 Automatisierung ausbauen Automate regular tasks – from keyword creation and ad copy changes to inventory management, across all markets, languages and search engines. Manage across Google Ads, Bing Ads, Yahoo! Japan and Baidu, with reporting across additional engines and social channels. Our adaptive learning features, powered by machine learning, are always on and working for you 24/7.
  90. 90. Seite 90 Effizient über mehrere Plattformen arbeiten GEMINI Track, Report, Measure, Attribute - Search Track, Report, Measure, Attribute - Social
  91. 91. Seite 91 Inventory Management mit SA360 Use data from an inventory feed to generate campaigns, ad groups, text ads, keywords, and Google Ads sitelinks. As you update inventory data, Search Ads 360 automatically updates the generated campaigns. Google Bear Example Scenarios: Create specific keywords for each and every product you sell Generate ads with the latest price Pause activity when stock levels drop too low
  92. 92. Seite 92 Adaptive Kampagnen Adaptive Shopping Automatically create smaller product groups to help achieve better results Adaptive Geo Automatically optimize your location targets based on your campaign goals Adaptive RLSA Automatically add all the available lists (RLSA, Similar Audiences, Customer Match, etc)
  93. 93. Seite 93 Custom campaign management: Business Daten! Your Data Input your business data including promotions schedule, product prices and more Automation Save time with features such as rules, formula columns and filters Results Achieve better ROI with optimal bids that take into account your business data Attached data is useful in rolled-up reports and automation
  94. 94. Seite 94 Smart Bidding mit Search Ads 360 Leverage machine learning capabilities to rapidly analyze millions of signals and variables and proactively adjust bids. Monitor the performance of keywords and product groups Adjust bids to achieve the highest number of conversions, the greatest amount of revenue, the best position, or highest number of clicks your campaign budgets allow.
  95. 95. Seite 95 Wie funktioniert Smart Bidding? Identifies the similarities between all keywords and product groups based on features of the entity (landing page, keyword semantic, creative, account organization, labels, etc) Allows the long tail of keywords and product groups (where data is sparse) to learn from the performance of the head terms Makes it easier to detect and use time-based signal information like external signals (sales calendars, weather, stock market) and cyclical patterns (weekly, seasonal, holidays) 1 2 3
  96. 96. Seite 96 Optimieren Sie Ihre Business Goals! Performance Visibility & Brand Budget And automate the bid management of your Mobile, Geo and RLSA modifiers. Optimize bids, budget caps and bid adjustments toward your budget goals Combine a CPA goal with a monthly budget to deliver the highest volume or best CPA based on your budget. Takes into account day of week and seasonality. Optimize bids towards a desired auction position or visibility based goal. Optimize towards auction position, and in the near future impression share and viewability goals rather than purely an average position in the search engine results page Optimize bids towards predetermined goals such as ROI, ERS, Revenue. Set the Smart Bidding to either optimise to the most conversions within a budget, or a CPA/ROI.
  97. 97. Seite 97 Real-time Daten für real-time Resultate! The freshest data in the market (no 24hr delay) Reliability of Google's architecture Take advantage of market opportunities Real-time bid decisions throughout the day Test in real-time for quick results Deliver search insights/signals to DBM in real-time
  98. 98. Seite 98 Frische Daten im Augenblick der Entscheidung Bid adjustment Max CPC + 20% Device Bid adjustment Mobile Multiplier + 30% Remarketing Bid adjustment Cart abandon Multiplier +150% GEO Bid adjustment London Multiplier - 10% to enable the AI to make bidding decisions for keywords, Devices, GEOs and audiences (RLSA), during a day to ensure you capitalise on any spikes in interest, or opportunistic behaviours. Use Search Ads 360 Smart bidding and fresh data...
  99. 99. Seite 99 Datengetriebene Attribution inklusive No More Picking Models Users can build a data-driven attribution model from the advertiser’s paid search & display click data, calculating a more accurate CPA / ROAS for Upper Funnel Campaigns Personalized Integration Target CPA can automatically adjust bids based on your new model. You can also view outputs manually within your existing Search Ads 360 reports “Flip the Switch” Setup No need for new tags, create DDA Models in Search Ads 360 utilizing existing Search Ads 360 labels
  100. 100. 100 Das Ziel & der Weg Paradise © Seyed Mostafa Zamani - cc by 2.0
  101. 101. Seite 101 Das Ziel: Jeden User individuell ansprechen! ● Richtige Botschaft ● zum richtigen Zeitpunkt ● im richtigen Kanal ● zum richtigen Preis
  102. 102. Seite 102 Da wär so ein User ,-)
  103. 103. Seite 103
  104. 104. Seite 104 Jetzt starten! Wie profitiere ich am schnellsten und was muss ich tun, um zu starten?
  105. 105. Seite 105 Level 6: lfd Optimierung Level 5: Nutzung Level 4: Go-Live Level 3: Implementierung Level 2: Strategie Level 1: Analyse Implementation Guide Rollout Lösungsempfehl ung auf Basis der Analyse Erstellung einer angepassten Strategie Analyse Anforderungen Business Requirements Weiterent- wicklung Learnings Analyse Implementierung Optimierung Wie gehen wir vor? Onboarding Training Laufende Abstimmung, Reporting und Insights
  106. 106. Seite 106 ChangeWillen Konzept Dazu brauchts...
  107. 107. Seite 107 Sprechen Sie mit uns. Know-howTools Erfahrung
  108. 108. Seite 108 • (Digital) Marketing Kompetenz • Spezialisierung in Programmatic • (echtes) Daten- und Digital Analytics Know-how • Erfahrung Achtung: Momentan ist grad schon wieder jeder Experte in eh allem… Welche Skills braucht’s Bei Verzweiflung oder Überlastung: stepke@e-dialog.at oder 0699/10235000 ,-)
  109. 109. Fragen? Antworten! www.e-dialog.at +43-1-309 09 09

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