1. Audience + Intent= Power
Audience on Search
May

2. Agenda Google Search Audience Products
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Agenda
Intro to Google Search Audiences
Audience + Intent
Google Search Audience Products

3. Intro to Google Search Audiences
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Intro to Google Search Audiences
Intro to Google Search Audiences
Audience + Intent
Google Search Audience Products

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

5. Today, we will focus only on Audiences on Search
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Today, we will focus only on Audiences on Search t

6. 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

7. All the power of Google Search
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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

8. Keywords are the most powerful intent signal available
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Keywords are the most powerful intent signal available

9. But audience data had dramatically changed things
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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.

10. How we got here DFSA (beta)
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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.

11. average increase in conversions rate
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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

12. Google Search Audience Products
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Google Search Audience Products t t
Intro to Google Search Audiences
Intent + Audience
Google Search Audience Products

13. Remarketing Lists for Search Ads (RLSA)
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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

14. 230% 13.7% 281% Improve performance with RLSA + DSA increase in CTR
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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

15. 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

16. “ ” 13% 52% 12% 32% Customer Match Customer Match proving to perform!
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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

17. Improve performance by optimizing search campaigns for all audiences
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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

18. Vertical level example: Retail
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Vertical level example:
Retail

19. Shopping Campaigns Ads
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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

20. 3Q Digital Search Audience Success
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3Q Digital Search Audience Success

21. 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

22. 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

23. 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

24. 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

25. Proprietary + Confidential
Thank You

26. Practitioners guide to search audience products
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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

27. Combine audiences to improve performance
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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

28. Example Bid adjustment
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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.

29. 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

30. 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

31. 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

32. 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