The future of performance marketing Kate Adams Head of Performance - - PowerPoint PPT Presentation

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May 09, 2023 165 likes •585 views

The future of performance marketing Kate Adams Head of Performance Solutions & Innovation - Northern Europe Proprietary + Confidential Proprietary + Confidential z Proprietary + Confidential The perfect search engine should understand

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The future of performance marketing

Kate Adams Head of Performance Solutions & Innovation - Northern Europe

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“The perfect search engine should understand exactly what you mean and give you back exactly what you need.” Larry Page

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Remember 1998?

SLIDE 6 Proprietary + Confidential Did you mean? Autocomplete Synonyms Universal Search Google Instant Knowledge Graph Intelligence Features Voice Search on Desktop Google Now Google Now Voice Search Voice Search

Evolution of Google Search

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z ?

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An early breakthrough: Synonyms (2002)

Query phd cs admission in california bus amsterdam cs to airport Google’s interpretation cs = computer science cs = central station

SLIDE 8 Proprietary + Confidential Did you mean? Autocomplete Synonyms Universal Search Google Instant Knowledge Graph Intelligence Features Voice Search on Desktop Google Now Google Now Voice Search Voice Search

Evolution of Google Search

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z ?

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Universal Search (2007)

SLIDE 10 Proprietary + Confidential Did you mean? Autocomplete Synonyms Universal Search Google Instant Knowledge Graph Intelligence Features Voice Search on Desktop Google Now Google Now Voice Search Voice Search

Evolution of Google Search

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z ?

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Knowledge Graph (2012)

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Intent Relevancy Context

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What About Consumers?

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There are now more mobile devices than people on the planet

250M 5000M 7500M 1000M 1250M 1983 1985 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013

29years 9years

Smartphone and Tablet

2014 Source: Business Insider, 2015

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Mobile is eating Norway...

Computer Tablet Mobile

Mobile ate Norway

* Google Internal Data, August 2016

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20%

* kpcb.com/internettrends, Mary Meeker, June 2016

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Our goal?

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Build the Ultimate Assistant

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WTF…?!?!?!

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Automation

People Places Things

All Channels All Devices All Teams

Context

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In ‘Near me’ search interest in the past year

Source: Google Trends, 2015 & Think with Google, 2016.

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76%

f consumers who

conduct a local search visit a store within a day

Source: Google Trends, 2015 & Think with Google, 2016.

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Your biggest opportunity is in the smallest moments

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Moments

7:05am App Sim 7:45am Check time 8:12am Send work email 9:03am Hangout Erik 1:23pm Look at photo of Jack 3:29pm Read app from Sim 5:38pm Post picture of traffic 5:40pm Send email to Dad

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7:15am Find brunch place 7:53am Watch Ted Talk video 8:59am Research Christmas holiday destinations 10:07am Read about best road bikes 1:23pm Watch road biking videos 5:38pm Look up mortgage rates

Moments that matter

SLIDE 27 I want to be entertained I want to know how far the venue is from my hotel

Creating a moment's map

Trigger!

Invite to speak at INMA event in Norway

Commercial action!

Book flight & hotel I need to check if Erik is home for Jack I want to chat I want to double check the weather Watch Ted Talks for presentation tips I need to research flights I want to know I want to find a hotel near the office I want to look the INMA up I need to know the agenda

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What’s holding us back?

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Measurement is not about limiting potential, it’s about finding opportunity Measurement is not about limiting potential,

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Introducing Data-Driven attribution models

Position-based Data-Driven Linear Time Decay First Click Last Click

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Data-Driven models use your data to determine how each keyword impacts a user’s likelihood to convert

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...and allocate conversion credit based on each keyword’s incremental contribution to conversions

20% 2.4 conversions 60% 7.2 conversions

20% 2.4 conversions

MODEL:

Data-Driven Credits are calculated for hundreds (or thousands) of conversion paths and will differ per path and per advertiser

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Google is the largest omnichannel measurement provider in the world

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Three Ways to Measure Online to Offline Sales

Google Analytics Store Visits Store Sales

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How Store Visits measures the Online to Offline impact of Search ads

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Store Visits methodology

Visits store

Store 2 Ongoing data validation

(surveys) with 5M+ user panel

Store Visits

Extrapolated to the population aggregated and anonymized

Geometry, Wifi scanning (200M+ locations) GPS, Wifi triangulation, Location history

Backend data

Clicks on an ad Signed-in and opted into location history

User behavior 1

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Automation!

People Places Things

All Channels All Devices All Teams

Context

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Red Roof Inn

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Change mindset & KPIs Automate!

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‘Moments Map’

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Get testing & learning

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Thank you!

Kate Adams Head of Performance Solutions & Innovation - Northern Europe