Audience + Intent= Power Audience on Search May 3 2016

Agenda Google Search Audience Products Proprietary + Confidential Agenda Intro to Google Search Audiences Audience + Intent Google Search Audience Products

Intro to Google Search Audiences Proprietary + Confidential Intro to Google Search Audiences Intro to Google Search Audiences Audience + Intent Google Search Audience Products

Proprietary + Confidential Audience at Google Google has robust audience products across all platforms t

Today, we will focus only on Audiences on Search Proprietary + Confidential Today, we will focus only on Audiences on Search t

Audience + Intent t Audience + Intent Intro to Google Search Audiences Proprietary + Confidential Audience + Intent t Intro to Google Search Audiences Audience + Intent Google Search Audience Products

All the power of Google Search Proprietary + Confidential Proprietary + Confidential What is Audience + Intent? t Your Data Customer Match Remarketing Lists for Search Ads (RLSA) + All the power of Google Search Google Data Similar Audiences Demographics for Search Ads

Keywords are the most powerful intent signal available Proprietary + Confidential Keywords are the most powerful intent signal available

But audience data had dramatically changed things Proprietary + Confidential But audience data had dramatically changed things Bidding up Bidding down For example, a gluten-free, vegan, organic granola company cannot afford to bid on the keyword ‘granola, ’ unless they know that the user searching for that keyword is a potential customer.

How we got here DFSA (beta) Proprietary + Confidential How we got here DFSA (beta) Add Demographic signals and focus on a specific gender and age on Search. Shopping Remarketing Lists Bring the power of audience data to Shopping campaigns. Customer Match Help strengthen connections with your known customer base. RLSA Reach higher-value audiences for more effective AdWords campaigns. 2013 2014 2016 2015 Google Analytics RLSA Increase segmentation and list capabilities dramatically through integration with GA. Similar Audience (beta) Reach new users with similar search behavior.

average increase in conversions rate Proprietary + Confidential Audience + Intent is valuable, and we can prove it 53% 20% 10% average CPA decrease for conversions from an RLSA user list vs. entire campaign average increase in conversions for advertisers that use RLSA vs. advertisers that do not use RLSA average increase in conversions rate

Google Search Audience Products Proprietary + Confidential Google Search Audience Products t t Intro to Google Search Audiences Intent + Audience Google Search Audience Products

Remarketing Lists for Search Ads (RLSA) Proprietary + Confidential Remarketing Lists for Search Ads (RLSA) Reach and prioritize past site visitors with RLSA To implement RLSA, you must place a RMKT/GA/Container tag on your website. Users already familiar with your site, products or brand are 20% more likely to convert

230% 13.7% 281% Improve performance with RLSA + DSA increase in CTR Proprietary + Confidential Improve performance with RLSA + DSA Virgin Experience Days increased ROI by 34% using DSA with RLSA t Compared to DSA campaigns not using RLSA, DSA+RLSA delivered: 230% 13.7% 281% increase in CTR increase in conversion rate increase in total flights booked

Created an Online Account Customer Match Use your offline / CRM data to target customers Reach new and existing customers across devices when they want to hear from you... Lapsed Customer Loyal Buyer Just Purchased ....and deliver the right message to build relationships and drive action. Created an Online Account Contract Expiring Enrolled in Contest

“ ” 13% 52% 12% 32% Customer Match Customer Match proving to perform! Proprietary + Confidential Customer Match Use your offline / CRM data to target customers Customer Match proving to perform! 13% 52% “ Customer Match empowered us to tailor our messages to both our clients and prospective clients. The strategy has increased our revenue and decreased our cost per sale. Lower cost per acquisition Higher Clicking conversion rate 12% 32% ” — Didem Namver, Digital Marketing Manager, Pegasus Airlines Higher revenue per conversion Higher Click-through rate

Improve performance by optimizing search campaigns for all audiences Proprietary + Confidential Improve performance by optimizing search campaigns for all audiences The combination of all audience data will give you the largest reach and impact Remarketed traffic Demographic data Similar User data This box represents all of your search traffic Customer Match traffic (CRM) Your Data Google Data No Audience Data

Vertical level example: Retail Proprietary + Confidential Vertical level example: Retail

Shopping Campaigns Ads Proprietary + Confidential RLSA is already making a big difference for Retail Retail Text Ads 56% Shopping Campaigns Ads 35% average CPA decrease for conversions from an RLSA user list vs. entire campaign average CPA decrease for conversions from a Search Audience list vs. entire campaign Source: Google Internal Data - May 2015

3Q Digital Search Audience Success Proprietary + Confidential 3Q Digital Search Audience Success

RLSA Strategies @ 3Q Amplification Boost bids for groups more likely to convert. Layer with audience data. Customer Match- Upsell to existing customers, loyalty/retention assist (esp. on competitor terms) Correlate CVR to GA segments (Time on Site, Page Depth) to access KWs otherwise not affordable Combine with Dynamic Search ads, Broad Match KWs for relevantly testing into scale

RLSA Strategies @ 3Q Suppression Conquesting Customer Match- remove existing customers from search targets (hello, brand campaigns) Decrease bids for groups less likely to convert. Layer with audience/demographic data. Conquesting Aggressively position on competitive terms in research deep verticals Leverage GA lists based off research deep pages (ie: features, pricing, etc) Target KWs only your competition does with purpose Very deliberate ad copy for those shopping around. Be creative With the recent changes to SERPs, RLSA is even more important to control Top Positions & CPC’s Customer match case study: - Upload Existing client list in RLSA campaign (using customer match) with competitor KW’s- monitor to see volume of existing customers are shopping around- are you at risk? Perhaps a competitor just came out with a new feature or a discount- what can you immediately do to retain that customer

Customer Match Leading online fitness retailer targeted CRM list of past purchasers who had not engaged on the site in 6 months Resulted in a 76% increase in CVR relative to average brand and non brand performance

Customer Match + Similar Users In GSP 180% Increase in ‘Opportunities’ 82% increase in Lead to Opportunity rate 22% Decrease in CPA FinTech client Leveraging Customer Match + Similar users for scale in GSP Achieved significant increases in lead scale and lead quality

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Practitioners guide to search audience products Proprietary + Confidential Practitioners guide to search audience products t t t Intro to Google Search Audiences Practitioners guide to search audience products Audience +Intent Google Search Audience Products

Combine audiences to improve performance Proprietary + Confidential Combine audiences to improve performance Google’s audience types should be complementary when used together People who’ve interacted with your brand People who’ve interacted with your website People who’ve yet to interact Customer Match traffic (CRM) Similar User data Remarketed traffic Demographic data No audience data yet Customer Match traffic (CRM) Similar User data Demographic data No Audience Data

Example Bid adjustment Proprietary + Confidential Combine audiences to improve performance There are many different list types now. How should I implement them and how do they work together? Add all audiences to all Search campaigns as bid only, and bid based on value. List Example Bid adjustment Clicks Conversions CPA RLSA Cart Abandoners +100% 10,000 500 5 Similar to: RLSA Cart Abandoners +50% 8000 300 7 Customer Match: Lapsed purchasers (>180 days) +10% 2000 80 Demo: Female +5% 1000 50 8 • AdWords will only consider the most valuable list eligible in the auction. • AdWords determines list value by the bid adjustments set for each list. • Use initial bid adjustments in accordance to your best estimate of value, and then adjust as you go.

RLSA Strategies @ 3Q Amplification Boost bids for groups more likely to convert. Layer with audience data. Customer Match- Upsell to existing customers, loyalty/retention assist (esp. on competitor terms) Correlate CVR to GA segments (Time on Site, Page Depth) to access KWs otherwise not affordable Combine with Dynamic Search ads, Broad Match KWs for relevantly testing into scale

RLSA Strategies @ 3Q Suppression Conquesting Customer Match- remove existing customers from search targets (hello, brand campaigns) Decrease bids for groups less likely to convert. Layer with audience/demographic data. Conquesting Aggressively position on competitive terms in research deep verticals Leverage GA lists based off research deep pages (ie: features, pricing, etc) Target KWs only your competition does with purpose Very deliberate ad copy for those shopping around. Be creative With the recent changes to SERPs, RLSA is even more important to control Top Positions & CPC’s Customer match case study: - Upload Existing client list in RLSA campaign (using customer match) with competitor KW’s- monitor to see volume of existing customers are shopping around- are you at risk? Perhaps a competitor just came out with a new feature or a discount- what can you immediately do to retain that customer

Customer Match Leading online fitness retailer targeted CRM list of past purchasers who had not engaged on the site in 6 months Resulted in a 76% increase in CVR relative to average brand and non brand performance

Customer Match + Similar Users In GSP 180% Increase in ‘Opportunities’ 82% increase in Lead to Opportunity rate 22% Decrease in CPA FinTech client Leveraging Customer Match + Similar users for scale in GSP Achieved significant increases in lead scale and lead quality