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2022.12目录1234Performance
Max:Search:Display&Discovery:Video:●
Campaign:●
Video
Creative:5gCareSupport:VARVACDisplay
&DiscoverySearchPMaxVARVACDisplay
&DiscoverySearchPMax●●Google
Image○○●Google
ShoppingFeed○○#1#2tROAStROAS800%600%400%300%NA(1)
ROAStROAS400%(1)tROAS(2)ROAS300%NAROI(2)(3)(4)NA200%tROAS●○○●○○●○○xxkgacmx
bcm302●Feed○○●
GoogleAdsGoogleAnalytics4●MerchantCenterFeed●○○○313090902■160●○○○○○○1111600x316300x300314x314128x1281200
×
6285,120
KB●Google○10Feed●Feed++=34%32%29%●Feed○○■■durablegoodvalue
forprice46%RemarketingCustomer
MatchSimilar
AudiencesAffinityIn-MarketCustom
IntentVARVACDisplay
&DiscoverySearchPMaxAppApp2523252325232416131513151213128%6%6%5%决策路径中的不同节点2+90%+73%+75%Visit
awebsiteAdd
to
CartSearchfor
Brand190%90%
21%10%72%28%Garden
ideas,outdoor
decorXX,XXreview,XXTVstandTVstand,outdoorarmchairs,livingroomsethomary,homarylabel
daysale,homaryTVstand2CAB80%+123$100$300$500Bid:
$10Bid:
$5Bid:
$10Bid:
$10Bid:
$10Bid:
$15GoogleCLV20%Source:
GoogleInternal
Data,Global,
March2021338%
33%57%Google/
Kantar,n=801,
20224n=8004Google/
Kantar,2022410%/intl/en-apac/consumer-insights/consumer-trends/search-behaviors-during-mega-sales/VARVACDisplay
&DiscoverySearchPMax96%,YouTubeGmail2485%ofonlineconsumers
will
takea
product-related
action
within
24hoursofdiscoveringaproduct
that
meetstheir
needs90%
67%
1.81倍
86%90%67%86%1.81/3035856/why-were-more-likely-to-remember-content-with-images-and-video-infogr/2013/06/impact-images-social-media-infographic/httpㄇs:///en/2015/04/20/seo-for-success-in-video-marketing.html?/documents/eyeview_brochure.pdf3012%1x26%2.7x7x1x1x10x0.2x1xSource:GoogleInternal
Data-Private&Confidential
(NDAOnly)‘Small’
Clientsarerelativeto
‘Big’Clients,referring
the
difference
intheir
investmentonAdproductsandperformanceNSGoogleCPA,
MaxConversionloginin95%10app100180+1.2.3.StopHoldCloseImage&text
assetsImageassetsTextassets●●●●●●●30-40%CTR<
30●个字符●●20-3040-60Google
PlayYouTubeYouTube$2$3$5$8$5ROI●●CPAnewsletter2-3tCPA10●
测试:20●●○Add-to-cartDuration30Pages/Screens
per
session5VTCCTC3View-Through
ConversionROI●GoogleROI●
Search
ROI
=2.5
:1●
Shopping
ROI
=3:
1●
Search
ROI
=3.5:1●
Shopping
ROI
=4:1●
DisplayROI
=1.8
:
1●
Total
AdsROI
=2.7:
1Display=>
2xSearch
CPA●
Total
GoogleAdsROI
=
3:1●VARVACDisplay
&DiscoverySearchPMax70%ofYouTube
viewers
saytheybought
abrandas
aresult
of
seeingiton
YouTube……andare2x
as
likely
togo
online
tobuysomething
theysawonYouTube
vsthecompetitive
averageTrueView1520TrueViewTrueViewVideo
Action
CampaignDrive
conversions
withVideo
action+200%
-40%higherCTRlower
CPAvs.standard
TrueViewImproveperformance
ofSearch
Ads+8%
+3%conversionsconversion
rateMid
Funnel+FeedsSeeing
is
believing:add
compellingproduct
imagery
that
expands
in
a
panelbelowyourvideoPullinproduct
imagesand
informationdirectly
from
yourGMCOn
average,
advertisers
that
addproduct
feeds
totheir
Videoactioncampaigns
achieve
over
60%more
conversions
at
alower
costMid
Funnel+FeedsCustomer
watches
videoad
onYouTubeVisuallyrichproduct
imagespullin
fromGMCfeedClickingonanyproduct
leads
toproduct
landingpage‘Sticky’-Leads
toCTAdestination
defined
incampaignMid
FunnelVACOnaverage,
VideoActionCampaignsrunning4weeksorlongerare
15%moreefficientthancampaigns
running
less
than
4weeks.Mid
FunnelVACProduct
FeedsEnsure
feed
consistencyandqualityIdentify
priorityproducts●
Ensure
yourfeedandlandingpage
areconsistent
socustomersknowwhat
toexpectLeverage
insights
fromShoppingcampaignsidentifying
prioproductsbased
on:●
Customersbusinessgoals●
Product&
brand
popularity●
Pricecompetitiveness●
Provide
accurate,rich
productdatasowe
canshow
yourproductstocustomers●
Segmentproducts&campaignsbased
onbusinessgoalsMid
FunnelVACYouTube
ShortsAdding
avertical
video
assettoVACdelivers10-20%
moreconversionsperdollaronYTshorts
thanlandscape
aloneMid
FunnelVACStart
HereScaleLaterIn-MarketCustom
Audiences(Keywords)CustomerMatchSimilarSegmentsRemarketingReachaudiences
whohaverecentlysearchedfor
yourkeywordson
Google.Use
your
online
andoffline
datato
reachand
re-engagewithyour
existingReachaudiences
whohavealreadyengagedwith
your
company.Find
additionalcustomers
withSimilar
audiences
toyour
Remarketing
andCustomer
Match
lists.Reachpeoplewho
areactively
researchingand
intending
to
buyproducts
or
servicesyou
offercustomers.+EnableOptimized
Targeting
fornew
customer
acquisitionMid
FunnelYouTube
(Watch
Next
&Home)Discover
app)Gmail
(mobile+desktop)3BDiscovery
adscanreach
upto3billionusersmonthly
onYouTube,
Discover,
and
Gmail1Morethan80%ofadvertisers
whocomplementVideo
action
campaigns
withDiscovery
Adssee
incrementalconversionsator
below
their
original
CPA.2Mid
FunnelDiscovery+FeedsOpen
betain
Sep’22forall
advertisers
withGMC!Promotethe
rightproductstothe
rightpeopleatthe
righttimeCreatenew
intentwith
dynamicprospectingorcapture
existingintentwithdynamicremarketingandin-market
audiencesof
feeduserstook
ashopping
or
product-relatedaction
immediately
afterdiscovering
new
products,services,
or
brandsontheirfeeds1UpperFunnelVideo
ReachCampaignEFFICIENTREACHOptimized
uniquereach&cost
peruniquereachPowered
bymachinelearningfor
bestbudgetsplitbetween
the
2formatsBumpersTrueview
forReachCampaignTellyourstory
within
6sAchieveattentivereachatscaleSimplifiedwork:
setit
andleaveitUpperFunnelMasthead13Home
&GardenCreative
Guidance
of
VideoAdsAwarenessupperfunnelConsiderationH&GActionSource
:Google/
Kantar,20224Proprietary&ConfidentialABCDABCDAttentionBrandingConnectionDirectionABCDHook
and
sustain
attentionwith
an
immersivestoryBrand
early,often
and
richlyHelppeople
think
or
feelsomethingAsk
them
to
take
actionProprietary&ConfidentialABCDs
validationABCDLINKTM
in-marketvalidationshowed‘BEST’adsyield+30%ROI3x
equity
liftper
100GRPKantarABCDSHORT
TERM570%65%LIKELIHOODTMABCDPoorAverageBestSource:
Google/Kantar
LINK
AI,TheShort
&
the
LongofABCDs
Effectiveness,Global,
Apr
2021.n=11,000
ads.Note:
Analysisisbased
onacomparisonofadsoptimized
fortheABCDs
(including
top5coredrivers)
to
average
ad
performance
in
the
Kantar
database
onSTSL
and
LTBCmetrics.InPartnershipWithAdvanced
Measurement
TeamAwareness+ConsiderationGet
noticed.Show
them
how
itfitsintotheir
lives.Proprietary&ConfidentialRETAIL
ABCDsAWARENESSDrive
AwarenessinRetail:H&GABCDAttentionBrandingABHook
andsustainattention
withanimmersive
storyBrandearly,
oftenandrichlyBCConnectionDirectionCDDAHelp
people
thinkor
feelsomethingAsk
themtotakeactionProprietary&ConfidentialRETAIL
ABCDsAWARENESSProprietary&ConfidentialRETAIL
ABCDsAWARENESSProprietary&Confidential5Proprietary&ConfidentialRETAIL
ABCDsAWARENESSCalltoAction:CTA84Proprietary&ConfidentialActionClose
thedealProprietary&ConfidentialRETAIL
ABCDsAWARENESSDrive
ActioninRetail:H&GABCDAttentionBrandingABHook
andsustainatten
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