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?

1. Google Marketing
Platform -
Alles was Sie schon immer wissen wollten (und mehr)
12.10.2018

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. Seite 3
Über e-dialog
● Gründung 2003
● 30 angestellte MitarbeiterInnen
● Märkte: D-A-CH
(plus Konzerntöchter)
● Branchen: Telco, Handel, B2B,
Publisher, Tourismus

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. Seite 5
AdTech landscape in a nutshell
Marketer Publisher

6. Seite 6
Fragmentierte Ökosysteme
Ad Serving
Search
Management
Display
Buying
Rich
Media
Tag
Management
On-Site
Analytics
Data
Warehouse

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. Seite 8
Data-Ownership sichern!
Meist zertifizierte Google-Agentur in AT
inkl.
D
ataow
nership

9. DV360 & Campaign
Manager:
everything you need for Programmatic success!

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. 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. 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. Seite 13
Bis zur Unendlichkeit & weiter: das Inventar
can access
smartb

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. Seite 15
Starke Formate
High Impact Display
TV
Display
Video
Native
Gmail ads
In-App Ads
Audio

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. 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. 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. 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. 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. 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. 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. Seite 23
1st Party: Integration mit CRM & DMP

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. 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. 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. 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. 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. 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. 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. 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. 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. Seite 33
5 abgestimmte Module in DV360

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. 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. 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. 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. 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. 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. 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. 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. Creative Solutions:
custom creatives for custom targeting!

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. 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. 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. 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. Seite 47
Dynamic Creatives
Audience
Football Enthusiast
Current Customer
House Buyer
Media
Financial Content
News Sites
Property Searches
Environment
Mobile / Desktop
Weather
Location

48. Seite 48
Ein paar Beispiele
http://data.e-dialog.at/banner/

49. Analytics360:
Das Herzstück!

50. Seite 50
Analytics Platform
/anəˈlɪtɪks platfɔːm/
noun
Measure website, app, digital and offline data to gain customer
and marketing insights

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. 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. 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. 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. 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. Seite 56
360° Betrachtung des Konsumenten
Demographics
Affinity Group
Interests
Added item to cart
Returned multiple times
Purchased in the past
KnownData
ObservedBehaviour

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. 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. Tesla FahrerInnen

60. Seite 60
Bsp: Audience Tesla-Fahrer

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. 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. Seite 63
z.B. Angefragt aber nicht gebucht
Angebotsanfrage
Transaktion

64. Seite 64
zB: e-dialog Blog vs Bewerber

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. 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. Seite 67
Kampagnen Heute & Morgen
Wettbewerbsvorteil!

68. Data Studio:
Daten besser visualisieren!

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. Seite 70
Wie funktioniert es?
Connect
To all your data
Visualise
Enterprise reports
Share
Across organization

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. Seite 72
Schnelle Insights + schnelle Zusammenarbeit
Person A Person B

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. Seite 74
Keine kreative Grenzen mit Data Studio
Bespoke designs & branding Data visualization

75. Tag Manager:
Tag Management

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. 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. 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. 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. Optimize 360:
Onsite Personalisierung

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. 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. Seite 83
Optimize Experiment in 60 Sekunden

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. 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. Search Ads 360:
Search Management

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. 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. 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. Seite 90
Effizient über mehrere Plattformen arbeiten
GEMINI
Track, Report, Measure, Attribute - Search
Track, Report, Measure, Attribute - Social

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. 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. 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. 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. 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. 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. 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. 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. 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
Das Ziel & der Weg
Paradise
© Seyed Mostafa Zamani - cc by
2.0

101. Seite 101
Das Ziel:
Jeden User individuell ansprechen!
● Richtige Botschaft
● zum richtigen Zeitpunkt
● im richtigen Kanal
● zum richtigen Preis

102. Seite 102
Da wär so ein User ,-)

103. Seite 103

104. Seite 104
Jetzt starten!
Wie profitiere ich am schnellsten und was muss ich tun,
um zu starten?

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. Seite 106
ChangeWillen Konzept
Dazu brauchts...

107. Seite 107
Sprechen Sie mit uns.
Know-howTools
Erfahrung

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. Fragen?
Antworten!
www.e-dialog.at
+43-1-309 09 09