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Linking analytics and ads The solution to today’s marketing challenges SOLUTION

Linking analytics and ads The solution to today’s marketing challenges SOLUTION GUIDE Analytics 1. Google/Verto, Journey Finder, U.S., Sept 2017 - Feb 2018, n=2,989 A18+ 2. Google Data, U.S., Oct 2015 - Sept 2016 vs. Oct 2017 - Sept 2018. Introduction Gone are the days of the traditional marketing funnel. While the funnel once showed us how a customer would gradually narrow down their product search along the path to purchase, this standard has changed. Or more accurately, there is no standard path. Today’s customer journeys might resemble anything from a pyramid to an hourglass — and according to a study conducted by Google and Verto Analytics, no two journeys look the same.1 Advances in digital technology and the ubiquity of mobile devices have empowered customers. With mobile devices always at the ready, consumers know they can get just the information they want instantly and effortlessly. That’s why they’re researching extensively before making purchases. This research isn’t limited to buying big, expensive items — mobile searches for “best earbuds” have grown by over 130% over the past two years.2 Customers expect a lot now, so the best marketers are figuring out ways to anticipate customer intentions and meet these rising expectations. The brands that are growing are gaining a deeper understanding of today’s non-linear and fast-paced customer journey, and they’re using this knowledge to deliver relevant, personalized experiences. In this guide, we’ll explore the solutions that are helping teams accomplish this and drive growth. We’ll first learn how linking Google Analytics and Google Ads helps you optimize bidding and tailor your message to your audience. Then we’ll highlight the machine learning and cross-device capabilities in Google Analytics and Google Ads that help your team work smarter — and show how you can get the insights you need to turn today’s marketing challenges into a winning opportunity. Jonathan Meltzer Director, Ads Marketing, Platforms Analytics Contents Part 1: New challenges, new solutions 04 Part 2: Google Analytics and Google Ads – The Power Couple 06 Part 3: Working together to improve media performance 09 Conclusion 17 Analytics Linking Analytics and Ads 4 Part 1: New challenges, new solutions Today’s curious consumer Imagine a user who learns about a new mattress brand from a friend. Intrigued, they search for reviews of this brand on YouTube — and discover three other interesting mattress brands after watching related videos on their phone. To compare these brands, the user reads more reviews over the next few days, then finally completes a purchase on their desktop. Today this kind of multi-step, curiosity-driven customer journey is more common than ever. Google looked at over a thousand users’ clickstream data as part of an opt-in panel and we found that no two customer journeys are exactly alike. In fact, even within the same purchase category, journeys take multiple shapes.3 For instance, while the above mattress search took about a week and involved hundreds of touchpoints, another consumer’s mattress purchase might involve double the touchpoints and take a month of careful searching and comparing. While the evolving customer journey presents challenges for marketing teams, leading marketers are embracing technology that helps them turn this challenge into an opportunity to deliver better customer experiences. 3. Google partnered with Verto Analytics to analyze the consumer opt-in Verto Smart Cross-Device Audience Measurement Panel for click-stream data of n=2,989 individuals over a period of 6 months. Analytics Linking Analytics and Ads 5 The leading marketer’s response Letting insights lead the way In order to create relevant and helpful experiences to assist curious consumers like the mattress buyer above, successful marketers are using insights to anticipate intent and deliver the right experience at the right time. Leading marketers are keeping track of critical marketing metrics and monitoring performance more closely. According to research Google conducted in partnership with Bain & Company, marketing leaders were 1.7X more likely than laggards to refresh their marketing metrics and dashboards at least weekly.4 And they are sharing these insights regularly among their teams — so that there’s a single source of truth. Of course, any insights work must be done in a way that protects user privacy. Marketers need to use a responsible approach to handling user data. They also need to be thoughtful about how they collect data, and should invest in a first-party measurement solution where they can measure user interactions directly. Lastly, marketers need to be privacy-safe when managing their customer data, making sure the right safeguards are in place to protect the confidentiality of that data. Prioritizing integrated technology The brands who show up with the right message at just the right moment are the ones on the path to growth and revenue. They aren’t looking to speak to customers in vague terms — they want to personalize their message. According to Google’s research study conducted with Greenberg Strategy, 88% of consumers favor brands that provide helpful information along every stage of their journey, from research to purchase. Despite that clear preference, only 47% of brands customize and serve information across the customer journey.5 So how are leading marketers identifying and acting on the user insights they need to create great experiences? By integrating their solutions for analytics and ads, marketing teams can see the whole customer journey and work to improve it. They can quickly surface insights, then seamlessly apply those insights as they build a customer experience that is relevant to customers’ needs — and the right technology makes it easy to deliver this kind of experience. 4. Bain/Google Marketing Leaders Study, North America, n=516 marketing and advertising media and technology executive decision makers. Marketing Leaders (n=123) were defined as the top 20% based on a composite score of revenue and market share growth. 5. Google/Greenberg Strategy, Google Connected Consumer, U.S., 2018, n=1200, Age18-54. 1.7X Marketing leaders were 1.7X more likely than laggards to refresh their marketing metrics and dashboards at least weekly. Analytics Linking Analytics and Ads 6 Part 2: Google Analytics and Google Ads – The Power Couple Create insights-driven ads Google Analytics helps you gain a deeper understanding of your customers and how they’re engaging with your site, content, and products. Analytics gives you powerful insights — and the ability to put them to work quickly thanks to its integration with Google Ads. Google Ads helps you create ads to promote your products or services, then get them in front of people likely to buy from you across Google Search, YouTube, and Google’s network of partner sites and apps. The integration between Google Analytics and Google Ads helps you get a clear view of how your ads are leading to conversions — and then quickly adjust creative and bidding accordingly. You can also use the products together to pinpoint your most valuable customer segments, then engage these customers with customized messaging. Analytics Linking Analytics and Ads 7 Optimize your bids When you link Google Analytics and Google Ads, you get access to a new set of ads reports in your Analytics account which give you a more complete understanding of a customer’s path to conversion, whether that’s a purchase completed or a lead captured. These reports help you measure what happens after users click on your ads, so you can learn what’s working and what’s not, and take steps to improve your campaigns. For instance, are you noticing in Analytics that certain keywords are driving more users to convert? If so, you can increase your bids for your high performing keywords in Google Ads. Or you can explore why users didn’t convert by reviewing the bounce rates and site engagement metrics for non-converters, and figuring out where and why they abandoned. Tailor to your audience Google Analytics and Google Ads work together to help you show ads that are tailored to your audience. Say you want to reach high value cart abandoners, which you’ve defined as customers who’ve added at least five products to their shopping cart but haven’t completed a purchase. First, build an Analytics audience based on that behavior, then create a search or display campaign in Google Ads that delivers a special promotion to them — encouraging a conversion. Use advanced machine learning Google Analytics uses machine learning to help you get the most out of your data, surface insights more quickly, and act on your insights in an informed way. You can even ask Analytics a question in plain English such as “Where is my traffic coming from?” or “What’s the average time spent on this landing page on mobile versus desktop?” — and get a helpful answer back quickly. Another Analytics machine learning capability is Smart Lists, which helps you find and reach your most valuable customers. Smart Lists consider a variety of signals from your Analytics data — including location, device, browser, referrer, session duration, and page depth — to create audience lists of visitors that have the greatest chance of converting on their next session, and then dynamically manage your Google Ads campaigns to focus on these audiences. Analytics Linking Analytics and Ads uploads/Geographie/ analytics-ads-guide.pdf