9. Collect Segment & Engage Measure & Iterate
Be There Be Relevant Be Optimized
A Framework to Convert Qualified Customers
10. Three simple steps
Capture signals your
audience leaves on your
web properties
Inbound call data,
physical interactions in
store , CRM, offline
conversions
Partners, suppliers,
other divisions
Signals from your site Signals beyond your siteSignals from your wider
business eco-system
Collect
Adwords
Smart
Pixel
GA Universal AnalyticsGoogle Analytics
Google Tag Manager
11. Segment Engage
Turning data
into insights
Turning insights
into action
“We’re surrounded by data;
we’re starved for insights”
- JAY BAER. NY Times best selling author
& marketing consultant
Activate audience
segments
Re-engage past
visitors
Expand to engage
new customers
14. Google Confidential and Proprietary
Retail Flights Educat
ion
Real
Estate
FinanceAuto Hotels Travel
Destina
tion
Car
Rentals
Jobs
Engage: Dynamic Remarketing beautiful, high performing ads
15. 203%
higher conversion
rate than regular
display
Segmentation and
Dynamic Remarketing
Goal was to create
awareness of Storkie
brand and product
offerings, and to
connect with customers
119%
higher conversion
rate than regular
remarketing
18. Awareness
Consideration
Evaluation
Purchase
Advocacy
Highly qualified users
● Drive higher consideration among people actively
researching and intending to buy
● Next generation of audience targeting for performance
advertisers
● Choose from 14 different segments such as Auto,
Financial Services, Real Estate, Education and more
Expand: Leverage massive, smart audience data and insights to
connect with customers In-market for your product
In-Market Audiences - coming soon to Russia
19. Log into email
Log into social
network
Check back into email to
share reviews with spouse
Revisit manufacturer
site to read pricing
options
Visit car safety site
for electric cars
Click ad for hybrid
to see interior on
manufacturer site
Visit blog discussing
electric cars
Email friend about
car reviews
Visit primary bank
site to see options
for car financing
In-market audiences distinguishes between interest and intent
20. 50% 3X
lower CPA on
Remarketing Ads
higher CTR on
Remarketing Ads
In-Market
Audiences
22. $10
$0.05
$0.75 $1
$0.10 $0.30
Real-time bidding drives performance at scale
Target ROAS and Target CPA
Leverage real-time bidding to
set your bid in 400ms
Analyze 70 million unique variables in
each auction
+20% conversions when switching from
manual bidding to Target CPA
+40% ROAS when switching from Target
CPA to Target ROAS
23. Target
ROAS
“With target ROAS, we don’t have
bid differently for CPA bids on
various placements”– Larry Sweeney, Marketing
Manager, eBags
700
%
Return on
Investment
24. Collect Segment & Engage Measure & Iterate
Be There Be Relevant Be Optimized