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Google Russia

Google Russia. Business Opportunities and Ads Update. Developments in Ads and Analytics. 1. News from Google Analytics Fresh Features - Snippets Better Ad Management Search Funnel (Conversion Attribution) AdWords Opportunities Tab New Ad Types Ad Sitelinks Product Ads. 2. 3.

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Google Russia

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  1. Google Russia Business Opportunities and Ads Update

  2. Developments in Ads and Analytics 1 • News from Google Analytics • Fresh Features - Snippets • Better Ad Management • Search Funnel (Conversion Attribution) • AdWords Opportunities Tab • New Ad Types • Ad Sitelinks • Product Ads 2 3

  3. Google Analytics: Quick Intro • Quick, Free, Easy to Install • “How can we improve our site for sales?” • “Are our visitors buying or signing-up?” • “Are our online campaigns performing?”

  4. Google Analytics: New Features More Intelligent Data • Intelligence & Customizable Alerts (on multiple metrics) • Annotations (on the time graph) More Flexible Reporting More Platforms Tracked More Powerful Analysis • Advanced Segmentation • Custom Reporting • Multiple Custom Variables • AdWords & AdSense • YouTube Brand Channel • Mobile Web Tracking • Android & iPhone Apps • Flash, AIR & Silverlight • Segmentable Unique Visitors • Engagement & URL Goals • Advanced Table Filtering • Pivoting & Multiple Dimensions

  5. AdWords: Search Funnel • Multiple ads may have assisted in a conversion – they should share the credit • But systematically identifying “assisting” ads is often hard • AdWords Search Funnel reports describe ad click and impression behavior on Google.com that leads to a conversion All the Glory All the Work Reality Conversion! Assist Impression Assist Impression Assist Click Assist Impression Assist Click * Adwords Conversion Tracking is Required

  6. AdWords: Search Funnel * AdWords Conversion Tracking is required in order to receive Search Funnel Reports. 

  7. Advertiser Insights: Account Optimization Has (Too) Many Facets Keywords Budgets Creatives Bids Benchmarks

  8. Advertiser Insights:Opportunities Tab Your One Hompage for Customized Account Optimization Opportunities Keyword bid ideas Click “Increase traffic” or “Decrease cost” in the table’s header to see ideas for

  9. Advertiser Insights: Bid Opportunities • Identifies opportunities to change bids for better results • Shows bid increase and decrease opportunities per keyword

  10. Advertiser Insights: Impact Estimation

  11. Ad Sitelinks Ad Sitelinks allow advertisers tohighlight additional deep content on their site when users enter a navigational query Target Audience: Brand advertisers with rich site content Current Status: Rolling admissions beta

  12. Product Ads via GAN Product ads allow advertisers tomarket their entire product catalog with little additional work or risk Target Audience: Larger e-commerce advertisers Current Status: Small beta limited to GAN advertisers

  13. Exciting Time at Google Russia • >30% share in search*, higher in search ad impressions • Good partnerships – Begun and Mail.ru • Commitment to growing online advertising in all its forms in Russia • Bringing our core strengths of measurability, effectiveness and ease of use • Supporting advertiser interests, such as adding support for Yandex.Money • Strong Russian engineering office * Comscore, Jan 2010 

  14. Thank You

  15. Advanced Segmentation • Isolate and analyze subsets of your traffic post-data capture • Compare segments and key performance metrics side by side  • Analyze your traffic with predefined or customized segments 15 15

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