Winning the moments that matter with Google’s new product features February 2016 Karen Carbonez

Proprietary + Confidential Today’s multi-screen, multi-channel world How to take advantage of both online and offline audience signals with Google’s products 1.Capture demand in an automated way through Dynamic Search Ads 2.Make the most out of that demand with adequate remarketing strategies 3.Measure the full value of your online strategy through online to store measurement Agenda

Proprietary + Confidential Today’s multi-screen, multi-channel world

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential The path to purchase used to be simple Consumers have just one device and only interact with your website on that device When they decide to make a purchase, they do it on that same device $ VisitsConversions

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential With device proliferation, the path to purchase has changed 65%65% OF DECISIONS START ON MOBILE & END SOMEWHERE ELSE Source: The new Multiscreen World StudyMultiscreen World Study

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential The online and offline worlds are now increasingly intertwined Consumers have many devices and can interact with your site(s) on all devices before purchasing When they decide to make a purchase, they mainly do so on just one device or through offline channels

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Providing consumers with relevant information leads them to take action Source: Ipsos Moments that Matter Research EMEA, June 2015, Netherlands 66% of online consumers have taken action after seeing a message from a company (e.g., online ad, video or website content), that is relevant to them

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential These actions happen both online and offline Source: The new Multiscreen World StudyMultiscreen World Study Continue researching product/service 34% Visit a store to do further research 33% Purchase from the company 16% Tell others about the company 6% Out of the 66% of consumers that took action after viewing a relevant message to them

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential The key to staying relevant is to make the most out of both online and offline audience signals Capture demand in an automated way through Dynamic Search Ads Get the most out of that demand through adequate remarketing strategies Measure the full value of your online marketing strategy: both online and offline 123

Proprietary + Confidential Capturing demand

Proprietary + Confidential 15% of queries on google.com are new every day Even well managed keyword accounts can miss valuable traffic but Dynamic Search Ads will make sure you cover relevant user queries

Proprietary + Confidential 1) Specify pages of your website you want to target, daily budget, and ad template 3) If no exact keyword is eligible, we find the page that best matches the query on your website 2) User types a query 4) We dynamically generate an ad headline and destination URL Dynamic Search Ads enable you to capture demand in an automated way

Proprietary + Confidential The DSA algorithm has tremendously been improved over the last years

Proprietary + Confidential The algorithm automatically suggests ad categories to target and recommends a bid ●More simplicity - with a more intuitive campaign creation workflow for selecting targeting options and creating ads in context ●Better targeting - with category targets grouped for tailored bids, ads, and share of traffic ●More Transparency - with a single click for your categories’ recommended bids, example queries and sample landing pages.

Proprietary + Confidential Benefits of Dynamic Search Ads No need to pause / create ads based on available inventory on the website, seasonality or demand. DSA works with all bidding strategies, ad extensions, and gives full transparency and control. DSA generates incremental clicks with positive or similar ROI. Time savingEfficientCustomizable

Proprietary + Confidential DSA Crawlers DSA WalkersDSA Runners Performance metric 12% +14% -34% +26% Ave % DSA traffic/SEM % DSA traffic uplift % DSA CPC change % DSA CTR change On average 79% of DSA traffic is incremental and performance also increases with higher DSA adoption 29% +49% -36% +40% Google internal data, benchmarks as of January 2016 <2% +2% -54% +6%

Proprietary + Confidential Vueling CPA drops by 22% with new DSA Categories Approach  Achieve incremental flight bookings at efficient CPA  Take advantage of new automation features that enable scalability  Started using the new Dynamic Search Ads categories  Added the new categories that DSA suggested and created different Adgroups for each  Paused the old DSA Adgroups  Focus on the Spanish market, where DSA campaign was strongest Goals 20% decrease in CPA 40% increase in conversion rate 13.7% increase in total flights booked Dynamic Search Ads delivered: “ ” The new DSA categories allow us to be “always on” for new queries, so that you never miss an opportunity to show your ads. These campaigns are very important not only to capture long tail keywords but also, to sell long tail products. Montse Suárez - SEM Specialist at Vueling

Proprietary + Confidential Remarketing strategies

Proprietary + Confidential The Audience revolution in Search: Fundamentally changing how we engage with our customers Remarketing Lists for Search Ads Google Analytics with RLSA Customer Match *beta ?? ?? ??? RLSA in Shopping RLSA in Doubleclick

Proprietary + Confidential Auction bidding has traditionally been contextual

Proprietary + Confidential Bidding up Bidding down But audience data can dramatically change things

Proprietary + Confidential Audience signals consist of two types of data 1.Website Data 2.Business Data (CRM)

Proprietary + Confidential Use website data by tagging your whole site and integrating custom information from your site Tag Custom 1 Custom 2 Custom 3 Custom 4 Custom 5 Login 1 Custom 1 Custom 2 Custom 3 Custom 4 Custom 5 Login 1 Custom 1 Custom 2 Custom 3 Custom 4 Custom 5 Login 1 Custom 1 Custom 2 Custom 3 Custom 4 Custom 5 Login 1 Custom 1 Custom 2 Custom 3 Custom 4 Custom 5 Login 1 Tag

Proprietary + Confidential Use Customer Match to easily integrate CRM data in your remarketing strategies With Customer Match, your online and offline data is used to reach your customers on any device and across mindsets on Search, YouTube and Gmail

Proprietary + Confidential How Customer Match works Upload first-party data in AdWords as an audience list Lists are uploaded via a privacy-safe, hashed method AdWords matches your addresses to Google accounts Once we create your audience list, we discard all data You target or exclude your new audience list across devices and channels Improve reach of your Search, Gmail and YouTube campaigns

Proprietary + Confidential Branding: Target Prospects Only Strategy: Exclude known users to target only prospects Properties: Search | YouTube | Gmail Setup:  Create an “All addresses” list  Add list as a “negative” to branded campaign(s) Brandin g Prospect Audience Known Users Exclude Full Reachable Audience Targetable Audience ???

Proprietary + Confidential Branding: Customer Buying Behavior Strategy: Group users based on their buying behavior, number of orders, order value and/or based on order type. Properties: Search | YouTube | Gmail Setup:  Segment all addresses for users booking specific types of trips (eg. by transportation)  Set up a “target & bid” campaign for tailored messaging Performanc e Search Query: “Holiday 2016”

Proprietary + Confidential 1 Target all relevant users 2 Scale audience data across every campaign 3 $ Manage your bids based on campaign performance 4 Segment user buckets to personalise experience or improve performance 5 Expand to new auctions to increase relevant traffic How to maximize the performance of any Search Audience?

Proprietary + Confidential Online to Offline strategies

Proprietary + Confidential Source: Google and Ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May %96% Of retail sales happen in stores Source: Emarketer - Dec Excluded travel - Food included The current retail reality in Netherlands

Proprietary + Confidential But there has been a significant shift in footfall and the value of each store visit Source: Google and Ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May Value of each store visit x2 from 2010 to 2014 Footfall down by 55 % from 2010 to 2014

Proprietary + Confidential This is due to a shift in the research journey Source: Google and Ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May Research JourneyPurchase OnlineStore Online Store

Proprietary + Confidential Measuring the offline impact of your online spend can be done in Adwords through store visits Introducing store visits reporting: New reporting on how online ads lead to store visits will help to measure the full value of your online ads Customer clicks on AdWords search ad on computer, tablet or mobile device Customer visits store Store visit reported

Proprietary + Confidential How do we measure store visits? Comprehensive signals plus live validation

Proprietary + Confidential Requirements for Store Visits beta ●Google My Business account must be verified ●Have Location Extensions active ●Have a significant amount of Search clicks in each account (100K+ clicks over the past 30 days) ●> 30 locations listed in Google My Business ●Large physical footprints

Proprietary + Confidential What can Store Visits help you understand? Category-level performance Value of your Google investmentValue of your mobile investment (planned) Geo-level insights InvestmentStore VisitsROAS Apparel$30K1,0005:1 Shoes$35K7003:1 Electronics$100K10,0007:1 SF CHI NY C AU S

Proprietary + Confidential Today’s multi-screen, multi-channel world makes it increasingly difficult to stay relevant We have a range of products that will help you reach customers at the right time and with the right message and now also make it possible for you to measure the offline effects of your digital marketing efforts 1.Capture demand in an automated way through Dynamic Search Ads 2.Make the most out of that demand with adequate remarketing strategies 3.Measure the full value of your online strategy through online to store measurement Recap

Proprietary + Confidential Thank you!