Leveraging Micro-Moments: Using PPC When It Matters Most

Google Confidential and Proprietary
Leveraging
Micro-‐Moments:

Using
PPC
When
It
Ma8ers
Most

&

Google:

Jesse
Eisman,
Agency
Development
Manager

Jesse’s
role
at
Google
is
to
support
Agency
Partners
by
providing
them
with:
1)
Strategic
insights
for
their
adverDsers,
2)
Exclusive
access
to

“beta”
adverDsing
soluDons,
and
3)
Agency-‐wide
training
opportuniDes
to
ensure
they
remain
up-‐to-‐date
on
best
pracDces.

Prior
to
joining
Google,
Jesse
began
his
career
at
Young
&
Rubicam
AdverDsing
(“Y&R”),
where
he
worked
in
Account
Management
for

Fortune
500
clients
such
as
Philip
Morris
USA,
LG
Electronics,
and
Campbell’s
Soup.
Jesse
holds
an
MBA
from
Columbia
Business
School

and
a
BA
in
Psychology
&
Behavioral
Economics
from
Washington
University
in
St.
Louis.

Google:

Jonah
Kupperstock,
Agency
Account
Strategist

Jonah’s
role
at
Google
is
to
partner
with
Account
Managers
to
provide
them
with:
1)
Strategic
recommendaDons
to
improve
account

performance,
2)
Latest
product
updates
to
ensure
that
accounts
are
on
the
cu[ng
edge,
and
3)
Timely
troubleshooDng
to
make
sure
that

accounts
receive
the
best
possible
level
of
service.

Prior
to
joining
Google,
Jonah
worked
as
a
consultant
for
Applied
Value,
where
he
aided
in
data
collecDon,
ﬁnancial
benchmarking
analysis

for
companies
in
various
industries,
and
created
sales
presentaDons
with
improvement
recommendaDons.

Hanapin
Marke>ng:

Kevin
Klein,
Account
Manager

Kevin
is
an
Account
Manager
at
Hanapin
MarkeDng,
uDlizing
backgrounds
in
music
and
staDsDcal
analysis
of
advanced
sports
metrics
to

approach
PPC
issues
with
a
fresh
perspecDve.
His
Conan
O'Brien
hair
swoop
is
less
pronounced
these
days.

Join
the
conversaDon

•  Include
the
hashtag
#thinkppc
in
your

Twider
tweets.

Or
use
the
webinar
quesDon
box
to
send
us

quesDons.

Join
The
ConversaDon

Live
Poll
QuesDon
#1

How
long
have
you
been
in
PPC?

#thinkppc

A.  Less
than
1
year

B.  1-‐3
years

C.  3-‐5
years

D.  5+
years

Poll
QuesDon
#1

How
do
you
manage
your
account(s)?

#thinkppc

a)  I’m
part
of
an
in-‐house
PPC
team.

b)  I
do
all
the
markeDng
myself.

c)  I
work
with
an
agency.

d)  I’m
a
consultant.

Poll
QuesDon
#2

Agenda

●  Micro-‐moments
framework

●  ReinvigoraDng
exisDng
customers

●  AdracDng
new
customers

●  Measuring
success

Web Videos Images Shopping News More Search tools
mi·cro-mo·ment
/ˈmīkrō/ /ˈmōməәnt/
noun; plural noun: micro-moments
1. A moment we reflexively turn to a device to act on a need we have that moment –
to learn, discover, find or buy something.
2. Intent-rich moment when decisions are being made or preferences being shaped.
About 44,800,000 results (0.37 seconds)
define: micro-moment

Meet Cathy
4:50 PM
Tuesday
July 29, 2014
outdoor pool

Shape the
unscripted
consumer journey
Influence purchase decisions
by delivering content and
messaging that is relevant and
useful in the moment.
10+
consulted
before making a
purchase
sources of consumers
who own multiple
devices switch
between screens
to complete tasks
2x
more likely to be
influenced by
targeted digital
ads
90%

30 steps in
purchase cycle
70M
available signals
to bid on
5+ hours per
day with digital
2M sites
650K apps
22 creatives
on 3 OSs
23,000 products
in an average
feed
INFINITE PERMUTATIONS
∞
MOMENTS
PLACEMEN
T
MESSAGE
S FORMATS BIDSFEED SIZE
But real-time relevance is hard to execute at scale
GDN reach on sites & appsIAB approved creativesGoogle Internal
Google’s Customer Journey to
Online PurchaseSources: eMarketer Google Internal

Google Confidential and ProprietaryGoogle Confidential and Proprietary
1. Collect data
3. Optimize bids and
personalize creatives
2. Segment your
audience
4. Measure
the impact
5. Automate
decisions
Convert qualified audiences across screens
with Google’s AdWords Programmatic Audience Solution

Collect data across all customer touchpoints to set the
foundation for your digital strategy
Digital signals from your
site and app
Offline data and
CRM data
Google’s
audience insights
1.

Past
Visitors
New
Visitors
New
Visitors
New
Visitors
Segment and reach your best customers when they are
looking to buy online
Similar
Audiences
Find Intent
in the moment
In-Market
Audiences
Create Custom
Audiences in
AdWords
Custom Affinity
Audiences
Similar
Audiences
Find Similarity
at scale
Find Intent
in the moment
In-Market
Audiences
Find Similarity
at scale
Similar
Audiences
Create Custom
Audiences in
AdWords
Custom Affinity
Audiences
Remarketing List for
Search Ads &
Display Remarketing
Find Second
Chances as they
search & browse
content
Remarketing List for
Search Ads &
Display Remarketing
Find Second Chances
as they search &
browse content
2.

Segment and reconnect with your audience
on all devices
Product
viewers
Homepage
visitors
Cart
abandoners
Past purchasersSearch results
viewers
Smart remarketing lists, automatically created for you
2.

Use a dual remarketing
strategy to guide customers
through your purchase
funnel

SUSTAINED PRESENCE LEVELS
Are you an active or a passive advertiser?
You should be both.
Active
RLSA (Remarketing for
Search)
Passive
Traditional Remarketing
(Display)

ACTIVE ADVERTISING
Are you an active advertiser?
There are searchers who are familiar with your brand
and
who are searching for your product

Speak directly to
them with RLSA

Remarket under the auspices that your traffic is qualified.
Because it is.

Remarket under the auspices that your traffic is qualified.
Because it is.
Search Remarketing Strategy
Recommendation
Target broadly...literally

Target broadly...literally
Layer your “all visitors” remarketing list with broad match keywords relevant to your product or service
broad keyword search term show your ad?
i want to buy a maserati
maserati how much does a maserati cost
where can i get a maserati
if i get a maserati will tiffany go to
dinner with me

Here’s your takeaway
Your remarketing list prequalifies your
traffic.
Capture all of it

PASSIVE ADVERTISING
Are you a passive advertiser?
Remind your potential customers you exist.

Display Remarketing
However long your customer’s journey is there, you
can be there for the entirety of it.
Keep your brand’s
presence towards the
top of your customer’s
mind with remarketing
on the Google Display
network.
Use a combination of
image ads and text
ads to diversify your
appeal.
Serve your ad at the
moment of purchase

Active Remarketing Passive Remarketing
RLSA Display
Heavy brand presence at
moment of purchase
decision

Segment and reach new qualified customers
Smart segmentation strategies
Set CPA goals based on new
customer acquisition
Target similar audience lists based
on goals (e.g. “homepage visitors”
vs. “converters”)
Select in-market segment aligned
with business goals
Target
“similar” lists
Similar
Audiences
Custom Affinity Audience
Tailor “creatives”
to user profiles
In-Market
Audiences
Select “intent”
based segment
2.

Add customers to the top
of your funnel

Remarketing for
New Visitors?
You know the
types of people
who are likely
interest in your
product and
service.
Google knows how to find
more of them.
Similar Audiences
In-Market Segments

Similar Audiences
Analyzes the browsing
history of millions of
users on the Display
Network, to find users
similar to your
customers.
As your audience
changes, so too
does your similar
audience.

In-Market Segments
Reach potential
customers while they
are actively browsing or
researching products or
services similar to
yours.
Classify users
based on in-market
behavior and
purchase intent

Current In-Market
Segments
Apparel and Accessories
Auto & Vehicles
Baby & Children’s Products
Computer and Peripherals
Consumer Electronics
Consumer Software
Education
Employment
Financial Services
Gifts & Occasions
Home & Garden
Real Estate
Telecom
Travel
Many
more
segments
in beta
stages

New Users
Top of Funnel
Bottom of
Funnel
Similar
Audiences
In-Market
Segments

2x
conversion
rate
60%
decrease
in CPA’s
Personalize your message with dynamic creatives as
they browse content
3.3.

Target your customer in the
moment.

Brevity is the soul of wit
William Shakespeare

The Maturation of Thought
What is the difference
between shampoo X,
shampoo Y, and
shampoo Z?
What is the best
shampoo for hair
volume?
Volume shampoo
reviews

between shampoo X,
shampoo Y, and
shampoo Z?
What is the best
shampoo for hair
volume?
Volume shampoo
reviews
Thought in it’s newest
(and wordiest) form
What is the best
shampoo for hair
volume?
Thought begins to
refine
Thought is precise

What is the best
shampoo for hair
volume?
Volume shampoo
reviews
What is the best
shampoo for hair
volume?
Thought begins to
refine
Thought is precise
This used to be where a
search was conducted

between shampoo X,
shampoo Y, and
shampoo Z?
Now it happens here

between shampoo X,
shampoo Y, and
shampoo Z?
This is the moment that matters.
You want to
show your ad
here.

Show up in the moment that matters most

Utilize exact match long-tail keywords
●  [what is the best shampoo for volume]
●  [how can i tell the best volume shampoo]
●  [what is the difference between shampoo x and y]
●  [what shampoo should i buy for best volume]
●  [what shampoo will make my hair look good]

Low traffic

Low traffic High impact

Write your copy to appeal directly to the raw thought

Optimize bids to win that second chance, and personalize
your message to past visitors as they search
3x
conversion
rate
+40% bid
adjustment
+100% bid
adjustment
3.
B. Customize ad text and Optimize bidsA. Reconnect with
past visitors as
they search
2x
click through
rate
C. Drive action and
see results

Tiered bidding based on
customer engagement

Tier 1
Similar Audiences In Market Segments Display Topic/Interest
Categories

Tier 1
Categories
Tier 2
Display Remarketing Low-to-Medium intent
keywords
Dynamic Ad Audiences

Tier 1
Categories
Tier 2
Display Remarketing Low-to-Medium intent
keywords
Dynamic Ad Audiences
Tier 3
RLSA High intent keywords Time on Site

Tier 3
Time on Site
Google Analytics Custom
Remarketing Lists
Low Engagement Medium Engagement High Engagement
0:00 - 0:45 Time
on Site
0:45 - 2:15
Time on Site
> 2:15
Time on Site

Tier 1 Bid Tier 2 Bid Tier 3 Bid
< <
Bid more aggressively to your most qualified
audiences

Tier 3
Time on Site
Google Analytics Custom
Remarketing Lists
Tier 1 Tier 2 Tier 3
0:00 - 0:45 Time
on Site
0:45 - 2:15
Time on Site
> 2:15
Time on Site< <

ESTIMATED CROSS-
DEVICE
CONVERSIONS IN
ADWORDS
USER ID IN GOOGLE
ANALYTICS
MULTI-CHANNEL
CROSS-DEVICE
MULTI-CHANNEL
FUNNELS IN
GOOGLE
ANALYTICS
GOOGLE
SOLUTIONS
“Our Mobile Display
campaign generated 40
conversions but contributed
to 80 conversions that
occurred on other devices.”
“$1 invested in display and
search leads to a return of
$1.24 for display and
$1.75 for search ads.”
UNIQUE INSIGHTS
MEASUREMENT
CHALLENGES
Measure the holistic impact of your audience strategy
ACTION
Optimize ROI across your
search, display and video
campaigns
Use insights from mobile’s
mid-funnel impact to
maximize performance
across devices
4.

Ease of use
Use one interface,
one tag across search
and display
Workflow
efficiencies
Improve workflow
efficiencies by 33% on a
unified global platform
Single customer
view
Leverage learnings to
make each customer
interaction better than the
last
Source: "Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising," Boston Consulting Group, May 2013
Unify your audience strategy across the purchase funnel
Campaign
effectiveness
Compound your marketing
impact with a full-funnel
strategy that scales across
devices

PPC
Retainers

Need
some
assistance
for
your
PPC?

We
oﬀer
on-‐going
and
one-‐>me
retainers.

Learn
More:

http://www.hanapinmarketing.com/ppc-retainers/
Retainers

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Leveraging Micro-Moments: Using PPC When It Matters Most

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Leveraging Micro-Moments: Using PPC When It Matters Most