Google Data » Ioannis Koutrakos https://googledata.org Everything Google: News, Products, Services, Content, Culture Thu, 19 Mar 2015 22:49:02 +0000 en-US hourly 1 http://wordpress.org/?v=3.7.5 Audience Insights Series: Getting started https://googledata.org/google-doubleclick/audience-insights-series-getting-started/?utm_source=rss&utm_medium=rss&utm_campaign=audience-insights-series-getting-started https://googledata.org/google-doubleclick/audience-insights-series-getting-started/#comments Fri, 06 Mar 2015 09:30:00 +0000 https://googledata.org/?guid=9d343e221f0a49117469ba4d01b26fe4
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!
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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!
]]> https://googledata.org/google-doubleclick/audience-insights-series-getting-started/feed/ 0 Audience Insights Series: What the future holds https://googledata.org/google-doubleclick/audience-insights-series-what-the-future-holds/?utm_source=rss&utm_medium=rss&utm_campaign=audience-insights-series-what-the-future-holds https://googledata.org/google-doubleclick/audience-insights-series-what-the-future-holds/#comments Mon, 02 Mar 2015 09:30:00 +0000 https://googledata.org/?guid=08bd6dda2a62c76678a4b4b929de3baa

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.
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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.
]]> https://googledata.org/google-doubleclick/audience-insights-series-what-the-future-holds/feed/ 0 Audience Insights Series: What is the opportunity? https://googledata.org/google-doubleclick/audience-insights-series-what-is-the-opportunity/?utm_source=rss&utm_medium=rss&utm_campaign=audience-insights-series-what-is-the-opportunity https://googledata.org/google-doubleclick/audience-insights-series-what-is-the-opportunity/#comments Tue, 24 Feb 2015 09:45:00 +0000 https://googledata.org/?guid=0c6b99dfb2affa2831990ee5abe12bc2
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.
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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.
]]> https://googledata.org/google-doubleclick/audience-insights-series-what-is-the-opportunity/feed/ 0 Measure the true ROI of AdWords Remarketing Lists for Search Ads https://googledata.org/google-doubleclick/doubleclick-search-now-supports-rlsa/?utm_source=rss&utm_medium=rss&utm_campaign=doubleclick-search-now-supports-rlsa https://googledata.org/google-doubleclick/doubleclick-search-now-supports-rlsa/#comments Fri, 20 Feb 2015 09:20:00 +0000 https://googledata.org/?guid=5cd3c18748bd5915ac7e60bbe607c022
We are happy to announce support for AdWords Remarketing Lists for Search Ads (RLSA) in DoubleClick. If you are a DoubleClick Search customer, you can now manage and report on your RLSA campaigns directly in our platform. Further, you can now report on the ROI performance of each individual remarketing list, regardless of how they spread across different campaigns and ad groups.


With this new capability, we’ve made it much easier for advertisers to measure the effectiveness of each remarketing list and their list strategies overall. Up to now, advertisers using RLSA through Adwords have had to duplicate and complicate their ad groups, in order to understand each remarketing list’s value. We are excited to see advertisers enhancing their search marketing campaigns by embracing audience signals, and below we’re shining a light on how customers are improving their results with RLSA:


"Within the remarketing campaigns, renewal customer target groups showed a 89% higher ROI than acquisition customers. Also, 90% of the target group customers turned out to be customers that renewed their contract"  
- Irina Stutvoet, eCRM Marketing Manager, T-Mobile Netherlands


"When AdWords launched RLSA, it offered us a new opportunity to engage with our customers. Now with the addition of conversion reporting in DoubleClick Search, we can finally measure and realize the true ROI of RLSA. Across our agency portfolio we have seen RLSA campaigns improve conversion rates by 70% and CPA of 53% on average compared to non-RLSA campaigns”  
- Matt Wright, Head of Paid Search, iProspect Manchester


As we continue our investments in our audience capabilities, we work closely with our partners to understand what they’re looking for.


With that in mind, over the next three weeks we’ll be hosting a series on the topic of the role of audience signals in search engine management. We’ll share perspectives from organizations like iProspect, Havas Media, and the Internet Advertising Bureau on what the opportunity is, how audience signals will impact search marketing and how marketers can get started.

We hope you enjoy the forthcoming series on audience signals in search engine management!
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We are happy to announce support for AdWords Remarketing Lists for Search Ads (RLSA) in DoubleClick. If you are a DoubleClick Search customer, you can now manage and report on your RLSA campaigns directly in our platform. Further, you can now report on the ROI performance of each individual remarketing list, regardless of how they spread across different campaigns and ad groups.


With this new capability, we’ve made it much easier for advertisers to measure the effectiveness of each remarketing list and their list strategies overall. Up to now, advertisers using RLSA through Adwords have had to duplicate and complicate their ad groups, in order to understand each remarketing list’s value. We are excited to see advertisers enhancing their search marketing campaigns by embracing audience signals, and below we’re shining a light on how customers are improving their results with RLSA:


"Within the remarketing campaigns, renewal customer target groups showed a 89% higher ROI than acquisition customers. Also, 90% of the target group customers turned out to be customers that renewed their contract"  
- Irina Stutvoet, eCRM Marketing Manager, T-Mobile Netherlands


"When AdWords launched RLSA, it offered us a new opportunity to engage with our customers. Now with the addition of conversion reporting in DoubleClick Search, we can finally measure and realize the true ROI of RLSA. Across our agency portfolio we have seen RLSA campaigns improve conversion rates by 70% and CPA of 53% on average compared to non-RLSA campaigns”  
- Matt Wright, Head of Paid Search, iProspect Manchester


As we continue our investments in our audience capabilities, we work closely with our partners to understand what they’re looking for.


With that in mind, over the next three weeks we’ll be hosting a series on the topic of the role of audience signals in search engine management. We’ll share perspectives from organizations like iProspect, Havas Media, and the Internet Advertising Bureau on what the opportunity is, how audience signals will impact search marketing and how marketers can get started.

We hope you enjoy the forthcoming series on audience signals in search engine management!
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