EQVN.NET - Measurement of Digital Marketing Google - Emily
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The document outlines the strategies for measuring and optimizing digital marketing performance, focusing on understanding customer behavior and the path to purchase. It introduces the '3 A's'—always there, always relevant, always optimized—as key elements for driving sales through targeted and contextual advertising across multiple platforms. Additionally, it emphasizes the importance of using analytics to track conversions and automate bidding for a better return on investment.
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EQVN.NET - Measurement of Digital Marketing Google - Emily
- 1. Google Confidential and Proprietary Measurement in Digital MarketingUnderstand the impact of your investment
- 2. Google Confidential and Proprietary How are you measuring performance of your digital campaigns?
- 3. Google Confidential and Proprietary It’s as obvious as online sales
- 4. Google Confidential and Proprietary ...or can be a particular measurable action
- 5. Google Confidential and Proprietary What actions drive towards your business goals? Measurement Solutions Searches Clicks Online Sales Foot Traffic Leads Phone Calls App Downloads and purchases Cross-Device Conversions Newsletter Signups Store Locator Time on site Order Tracking
- 6. Google Confidential and Proprietary How do you set up measurements? Audience Who do you reach? Acquisition Where do they come from? Behavior How do they navigate your site? Conversions What actions do they take? First understand your customers and their path of purchase
- 7. Google Confidential and Proprietary and engage with them at every stage of the path to purchase
- 8. Google Confidential and Proprietary let’s take a look at the case of travel industry
- 9. Google Confidential and Proprietary A lot of research goes into planning the perfect trip 24 1:43 21.6 Average journey length in days before purchase Average research time in hours before purchase Average site visits before purchase
- 10. Google Confidential and Proprietary
- 11. Google Confidential and Proprietary
- 12. Google Confidential and Proprietary Payment Authorization Confirmation
- 13. Google Confidential and Proprietary
- 14. Google Confidential and Proprietary
- 15. Google Confidential and Proprietary Ensure your brand is present across the web when and where your customers are looking Google has simplified the key elements to help you Drive Sales with 3 A's: Always There, Always Relevant, Always Optimized THE 3 A's of DRIVING SALES Optimize and automate your return on investment Reach people with smarter ads that are relevant to their intent and context
- 16. Google Confidential and Proprietary SELECT THE RIGHT PRODUCTS ALWAYS THERE Ensure your brand is present across the web when and where your customers are looking Be present across brand, product, category, and interest keywords on Google Searchand YouTube Search* Reach consumers browsing on all relevant category content with Keyword Contextual Targeting* Ensure you greet YouTube users with a custom channeland gadgetsthat make it easy to buy, powered by Wildfire** Show your ad on all relevant screens* Optimize creative & extensions (sitelink, call, app) based on your customer's context and device capabilities with Enhanced campaigns** Ensure that local customers see your ad and/or drive increased foot traffic with Geo and proximity based bidding*** Create device-agnostic coupon/giveaway campaigns with Wildfire Interactive Campaigns*** ALWAYS RELEVANT Reach the right people with the right message through personalized targeting Reach people who visited your site/app and reach then with the right message with Remarketing* or re-target based on social actions with Wildfire Social Ads** Deepen engagement with ad extensions: -Drive consumers to the most relevant landing page with sitelinks* -Increase the likelihood of in-store conversions with location extensions* -Surface social recommendations and drive CTR with social annotations* -Drive mobile app installs with app extensions* -Encourage customers to call with call extensions* Drive higher CTR and engagement with compelling targeted banner, video ads** Drive cost-effective app installs with minimal creative inputs with App Promotion Ads** Deliver dynamic creative based on products that a customer viewed on your site with Dynamic Remarketing*** ALWAYS OPTIMIZED Optimize and automate your return on investment Identify and target customers earlier in the sales process with Search Funnelsand Multi-Channel Funnels*** Track conversions and focus your spending on immediate sales opportunities with Conversion Tracking* Automate bidding with Enhanced CPCor Conversion Optimizer** Understand which marketing channels and devices your customers interact with and focus on high-value opportunities with Google Analytics** Measure impact of social campaigns with Wildfire Analytics** Full automate bidding and targeting for display campaigns with Display Campaign Optimizer** Allow for easier and more efficient workflow, smarter bid optimization, and actionable insights from x-channel conversion data with DoubleClick***