Tag Archives: Data

Audience Insights Series: A framework for success

This is our final post in a series exploring the value of audience insights in search marketing. Over the past few weeks, we heard from experts and leaders in the industry on the opportunity, predictions, and insights on the topic. With our final post today, we would like to explore the path to success when applying audience insights in your own campaigns.


Additional insights about your audience, such as location, time of day, and how they’ve engaged with you in the past, can help you better understand the intent of your audience so you can serve the most relevant message.

But more information can also mean more complexity. So to help you effectively navigate and leverage audience insights in your campaigns, we’ve developed a 3-step framework for success: Gather, Target, Engage. The infographic below captures the steps in more detail, along with case studies of advertisers who have applied them to their campaigns.

Click here to download the infographic
1. Gather insights that matter: This step is about identifying relevant signals to leverage in your campaigns, which is essential for developing insights on who the audience is, what context they are in, as well as what their interests may be. Here are some examples of the types of signals you can identify:

Who:
The user’s relationship with you, including whether they have previously visited your site or made a purchase
What: Time, location and device used
Interests: Interests in specific categories based on consumed content

2. Target based on discovered insights: The next step is to combine these signals, and based on them, create segments you can target. Below are examples of segments you can create if you were selling laptops:


“Close to store”, based on device and location signals.
“Android users” may be more inclined to purchase a Chromebook.
“Interested in bags”: If a user has bought a laptop through your website, he might now need a laptop case rather than a laptop.


3. Engage your audience with a tailored ad: This final step is about delivering your audience a tailored message. Messaging can be optimized for each segment with A/B testing. By measuring results post-engagement, you can reassess if there are new signals to gather, ultimately coming back to the first step in the cycle.


Advertiser success with Audience-driven planning
Specsavers is a good example of an advertiser who applied this framework, matching their ad copy with location-specific segments. The strategy helped drive a 189% increase in their key metric - conversions. To find out more, you can see other case studies in the infographic or explore previous posts in our series. You can also hear about upcoming developments in your inbox, by signing up for our newsletter.

    Audience Insights Series: Getting started

    Over the past couple of weeks, we heard from experts and leaders in the industry on the opportunity of applying audience insights to their search marketing efforts, and predictions on how this trend will impact the industry moving forward.


    This week, we’re diving deeper and sharing best practices and first steps advertisers can take to make the most of the audience opportunity.


    When we sat down with Ben Wood from iProspect, Khurram Hamid of GlaxoSmithKline and Steve Chester from the IAB UK, we heard a resounding message: Don’t hesitate, start today. The sooner advertisers start testing and experimenting with applying audience targeting in their search campaigns, the sooner they’ll tap into valuable insights  to tailor their campaigns for their audience.

    As one expert said, “Today, because it’s nascent, it’s those brands right at the cutting edge that are really leaning into this... but in 6 month’s time, in 12 month’s time.. this isn’t something you can’t be doing.” 

    And as a first step, we heard how investing in a data management strategy is key. Watch the video for more:


    This will be our last post featuring perspectives from industry leaders, but the journey doesn’t stop here. With our next post in the series, we’ll explore specifics around how advertisers can approach planning their search marketing strategy with a focus on leveraging audience insights. Stay tuned!

    Audience Insights Series: What the future holds

    This is the second post in our series to explore the convergence of audience data and search marketing. In our last post, we heard from industry leaders on the opportunity and how audience data helps them  deliver even more relevant and resonant messages.

    This week, we explore what the future holds.  iProspect’s Ben Wood, Havas Media’s Paul Frampton and the IAB’s Steve Chester share perspectives on the continued convergence of audience data and search marketing, implications for digital marketing teams and how they work together, as well as how audience data in search will help bridge the gap between branding and direct response.  






    Look for our next post in the series, where we will explore best practices for advertisers who are looking to embrace audience data as part of their search marketing efforts.

    Audience Insights Series: What is the opportunity?

    As part of our series exploring the value of audience signals in search marketing, we went behind the scenes at leading agencies and marketers and asked industry experts to share their views on what the opportunity is.


    Here’s what we heard: According to these industry leaders, audience insights enable advertisers to go beyond simple keywords and use other signals to inform their search marketing. They can make smarter bidding decisions, but more than that, advertisers can improve the message  they’re presenting   to their audience, making their  search ads even more relevant and compelling. And of course, as search strategies become sharper, ads perform better.

    To see the latest from the front lines, watch our video featuring Martin McNulty of Forward3D, Ben Wood from iProspect, Paul Frampton of Havas Media, Steve Chester from the Internet Advertising Bureau and Khurram Hamid from GlaxoSmithKline.

    Hope you enjoy the video above; we will continue the series next week with our next post focusing on getting our partner’s views on how audience signals may impact search marketing in the future.

    Plan your digital afterlife with Inactive Account Manager


    Not many of us like thinking about death — especially our own. But making plans for what happens after you’re gone is really important for the people you leave behind. So today, we’re launching a new feature that makes it easy to tell Google what you want done with your digital assets when you die or can no longer use your account.

    The feature is called Inactive Account Manager — not a great name, we know — and you’ll find it on your Google Account settings page. You can tell us what to do with your Gmail messages and data from several other Google services if your account becomes inactive for any reason.

    For example, you can choose to have your data deleted — after three, six, nine or 12 months of inactivity. Or you can select trusted contacts to receive data from some or all of the following services: +1s; Blogger; Contacts and Circles; Drive; Gmail; Google+ Profiles, Pages and Streams; Picasa Web Albums; Google Voice and YouTube. Before our systems take any action, we’ll first warn you by sending a text message to your cellphone and email to the secondary address you’ve provided.

    We hope that this new feature will enable you to plan your digital afterlife — in a way that protects your privacy and security — and make life easier for your loved ones after you’re gone.

      

    Posted by Andreas Tuerk, Product Manager

    Source: Data Liberation


    A perfect match: Blogger and Google+ Pages for Takeout


    You: A Blogger or Google+ Page owner who dreams of controlling their data.
    Us: A band of engineers who will stop at nothing to make your dreams come true.

    Meet us at https://www.google.com/takeout, and together we will export each of your blogs as an Atom Xml file. Or, if you’ve enjoyed exporting data from your Google+ Stream and Google+ Circles through Takeout in the past, but are looking for something more, join us now and download html files with your posts and json files containing the circles for each Google+ Page you own. If you don’t want to rush into things, we can also just export a single blog or page of your choice. Either way, give us a try. Life will never be the same.

    Posted by Kári Ragnarsson, The Data Liberation Front

    Source: Data Liberation


    Be picky with your Takeout

    Starting today, you'll have a couple of new features to make it even easier to download your data.

    First, your original folder hierarchy is now maintained if you export files from Google Drive. Gone are the days of looking at the contents of your zip file and wondering which "secret_plans" file is which.


    Your folder hierarchy is preserved.
    Second, you can now pick a single resource within a service to download - for instance, a single Picasa album or top-level folder from Drive - instead of exporting every single file. To try it out, go to the "Choose services" tab and click on "Configure..." once you've added a service that supports this.
    Want to download only your nefarious plans and all of your pictures of cats? We've got you covered!
    These are just a few things that we've been working on lately. Stay tuned for lots of excitement in 2013!

    Posted by Nick Piepmeier, The Data Liberation Front

    Source: Data Liberation


    Two new services added to Takeout

    We're always working to improve our tools and make it easier for users to control and access their data. Today we are happy to add support for two new services in Google Takeout.

    Latitude: Download a json file with your location data.

    Reader: You can already export your data within Reader. Now that functionality comes to Google Takeout. Export an xml file of your subscriptions and your lists of starred, shared, following (and more) items in json format.
    Posted by Kári Ragnarsson, The Data Liberation Front

    Source: Data Liberation


    Your YouTube original videos now available in Google Takeout


    Your Takeout menu is growing.  Today's entrée:  YouTube videos.

    Previously, you've been able to download individual transcoded videos from your YouTube Video Manager.  But starting today, you also have a more efficient way to download your videos from YouTube. With Google Takeout, you can download all of the original videos that you have uploaded in a few simple clicks.  No transcoding or transformation -- you’ll get exactly the same videos that you first uploaded.  Your videos in.  Your videos out.




    Posted by Brian Hawkins, YouTube Engineer and Data Liberator.


    Source: Data Liberation


    Now offering Docs for Takeout

    It’s been easy to liberate your Google Docs in lots of different formats for awhile now -- ODT, PDF, RTF, Text, Word, HTML -- you name it. Starting today, you can export them along with everything else on the Google Takeout menu.

    Choose to download all of the Docs that you own through Takeout in any of the formats mentioned above. We’re making it more convenient for you to retrieve your information however you want -- you can even Takeout just your docs if you'd like. Lastly, be sure to click on the new "Configure" menu if you'd like to choose different formats for your documents.


    Source: Data Liberation