Google partners masterclass Melbourne presentation

Every month, in Australia & New Zealand, Google
drives tens of millions of direct connections
between businesses & their customers

Many reasons to
celebrate our great
2017 together

Today's agenda and logistics
12:00PM
Registration, lunch and demos
12:45PM
Welcome
Rebecca Mason & Jean Magalhaes
12:55PM
From a mobile-ﬁrst, to an AI-ﬁrst world
Aisling Finch
1:20PM
Optimisation and Automation
Dave Booth
2:30PM
Break and demos
3:00PM
Measurement and Attribution
Dave Booth
4:05PM
Agency of the Future
Martin Curtis
5:00PM
Day Recap and closing remarks
Rebecca Mason & Jean Magalhaes
5:10PM
Networking, drinks and demos

Marketing Director
Google AU/NZ
Aisling Finch
From a mobile-ﬁrst,
to an AI-ﬁrst world

Definition
AI (artiﬁcial intelligence) - science of making things smart, to
a point they can perform sophisticated tasks, such as play Go,
or recognise the content in a given photo.
ML (Machine Learning) - is a technique to develop AI. ML is all
about learning from examples, and getting computers to do
something without being explicitly programmed to do so
01

01
Why AI-first?
02
Meet the
Assistant

Helping us
with everyday
problems
01

Machine Learning is already improving many of our products
Search
Search ranking
Speech recognition
Play
App recommendations
Game developer experience
Gmail
Smart reply
Spam classification
Drive
Intelligence in Apps
Chrome
Search by image
Maps
Parsing local search
Translate
Text, graphic and speech
translation
Cardboard
Smart stitching
Photos
Photos search
Assistant
Smart connections
across products
YouTube
Video recommendations
Better thumbnails
Android
Keyboard & speech input
01

…and solving
old problems
01

Data Centres
energy eﬃciency
01

Breast Cancer diagnosis
Biopsy Slide Ground Truth
(from pathologist)
Model Prediction
01

01 02
Meet the
Assistant
Why AI-first?

Assistant: connection between features across our products
02

Google’s speech recognition technology now has a 4.9% word
error rate*
July 2016 Oct 2016 Dec 2016 Current
8.5%
6.8%
6.1%
4.9%
Source: Emil Protalinski, @EPRO, May 17, 2017
*US English only
02

We’re living in a world of moments
02

Do you have a question about today’s content? Participate in the live
Q&A using Sli.do
Step 1: Visit https://www.sli.do/
Step 2: Enter event code #Masterclass17
Step 3: Submit your questions / upvote existing ones
Three questions will be answered at the end of each
presentation

Founding and Senior Partner
Cardinal Path
Dave Booth
Optimisation & Automation

Things that will kill
you while swimming/
surﬁng/ otherwise in the water
Things that will kill you
P. Sherman 42
Wallaby Way,
Sydney, NSW

The heavy-lifting task of optimising for performance
Are you making
the best use of
your time?
Are you driving
the best results
possible?
Are you operating
in the most
profitable way?

The two elements of optimisation we’ll cover in this section
BiddingCreatives
0201

The art of showing
generic ads to hyper
targeted audiences
“
01

of consumers who own multiple devices
switch between screens to complete a task.
90%
more likely to be influenced by
targeted digital ads.
2x
sources consulted before
making a purchase.
10+
Consumer journey is more
complex than ever
Source: https://www.thinkwithgoogle.com/research-studies/mobile-path-to-purchase-5-key-findings.html | https://www.thinkwithgoogle.com/articles/shift-to-
constant-connectivity.html | https://www.sociomantic.com/wp-content/uploads/2013/11/What-Consumers-Want-Infographic-Sociomantic-Labs-EN-global.png 01

Consumers want information that is
relevant to their moment based on their:
Time Device
Location Interest
Intent
Tailoring ads at scale
01

01
Optimised
Ad Rotation
Tailored
messages

01
Optimised
Ad Rotation
Creative
success
Tailored
messages

Different people & contexts ask for different ads
01
3.5B
searches happen
on Google each day
Ad 3
Ad 2
Ad Group 1
Ad 1
Device
Time
Geo
Device
Time
Geo
Device
Time
Geo

Ad groups with 3 or more
high-quality ads may receive
up to 15% more clicks or
conversions* vs. ad groups
with only 1 or 2 ads.
01
Show the right message
to the right person
Ad 3Ad 1 Ad 2
*Source: Google Internal Data. When you rotate your ads to optimize for clicks or conversions. This will vary by
client, business type, among other factors, and Google cannot guarantee this or any uplift.

01
A practical example
*Source: Google Internal Data. When you rotate your ads to optimize for clicks or conversions. This will vary by
client, business type, among other factors, and Google cannot guarantee this or any uplift.
Ad 3
(It’s probably
too late)
Ad 1
Forgetful
packing
incident?
Ad 2
Forgetful
morning
dresser?
Ad 3

Optimisation
Ad Rotation
01
Optimise ad rotation to show
your most relevant ad
*Source: Google Internal Data. This will vary by client and business type, among other factors and Google cannot guarantee this or any uplift.
+5%
more clicks &
conversions*
Improve quality
& traffic
Both optimise settings
positively impact
quality score & CTR
Ads using either optimise
setting tend to accrue
more conversions
Increase
conversions
Simplify campaign
management
Let AdWords automatically
serve the most relevant ad
with no additional effort
required

01
Dynamic Search Ads
(old but gold)

01
of searches
are unique
15% How can we optimise and plan for things that haven’t happened yet?
Use Dynamic Search Ads to
capture relevant queries

Compared with their keyword performance, for
the median advertiser, DSA targeting generates...
01
CPCs CPAs
35%
lower
Clicks CTRs
...and on average 86% of Dynamic Search Ads traffic is incremental
30%
lower
30%
higher
30%
more

Best practices reminder
01
1. Website structure
2. Exclusions
3. Monitor the machine!

01
Ad Customisers
(new feature)

01
Feed based creatives
for everyone

Customise your ads at
scale to every context:
keyword, time, device &
user location.
01
Ad customisers

Tailor your ad to the keyword, ad group or campaign
01
Ad
Buy some dinosaur meat.
example.com
Starting at $49. Won’t spoil for
another 325 years!
Ad
Buy some drop bear meat.
example.com
Starting at $1.99. Won’t spoil for
another 15 days!
Eat a  
dinosaur
Drop
bears
Example
Ad
Buy some MYSTICAL_CREATURE_NAME meat.
example.com
Starting at COST. Won’t spoil for
another COUNTDOWN!

Feed example for keyword ad customisation
01
Note:  
You can also use
“Target Keyword text”
and “Target Keyword
Match type”, instead of
“Target Keyword”

Tailor your ad to the time of day/ device
Ad
Got the Monday am commute blues?
example.com
Eat some unicorn and sparkle.
Free shipping on orders above $65.
Ad
Host a hoop snake BBQ
example.com
No plans for the weekend? BBQ
some hoop snake! 20% off BBQ1.
Ad
Chupacabra breakfast tacos?
example.com
You bet! 10% off fresh chupacabra
meat. Just add guac & salsa.
Friday
Laptop
Monday
Mobile
Any day, AM
Any
01

Feed example for device / time ad customisation
01

01
Approach ResultsGoals
- Increased overall CTR by 32%
- Grew CTR in second-highest
volume-producing ad group  
by 113%
- Successfully created and tested
ads at the customer level
- Used Ad Customisers to create
timely and accurate ads
- Tested ad copy with specific
audience segments
- Engage customers with
relevant, real-time messages
throughout the purchase
journey
- Efficiently update ad creative
in different ad segments

Count down to an event
01
Ad
Valentine’s day romantic gifts
example.com/valentine
Fun activities for couples on sale now!
Hurry! Deal expires in COUNTDOWN.
Example
Ad
Hurry! Deal expires in 5 Days.
Feb 9
3:00pm
Feb 14
9:00am
Feb 9
5:40pm
Ad
Hurry! Deal expires in 9 Hours.
Ad
Hurry! Deal expires in 20 minutes.
Ad
Buy some dinosaur meat.
example.com
Starting at $49. Won’t spoil for
another 325 years!

Countdown widget in AdWords
01

01
Approach ResultsGoals
- 8.7% increase in conversion rate at
the end of flash sale
- 3% increase in CTR on their ad text
- 8.3% increase in customer
spending per site visit
- Implemented the countdown
function with Google’s
countdown widget
- Dynamically showed customers
the days, hours, or minutes left
until end of sale
- Drive quality traffic to website
- Create urgency to promote
flash sale
- Encourage customers to
convert quickly

Customise ads to the user location of interest
01
Location of interest detected Texas, ‘Merica
Ad
Drink without a worry in DESTINATION
example.com
PRODUCT for DESTINATION
people, starting at PRICE!

Customise ads to the user location of interest
01
Ad
Drink without a worry in Texas
example.com
Drinking holsters for Texas
people, starting at $10!
“drinking in
Texas”
Ad
Drink without a worry in California
example.com
Sunscreen flasks for California
people, starting at $5!
“help me. just
please help me.”
Location of interest detected Texas, ‘Merica
Location of interest detected California, USA
Ad
Drink without a worry in DESTINATION
example.com
PRODUCT for DESTINATION
people, starting at PRICE!

Feed example for geo ad customisation
01

Tips / best practices
01
1. You cannot pause customisers
But you can pause ads that use them or remove associated data
2. If you remove a data set
You can’t “re-start” by uploading a new data set with the same name
Better to edit your data to keep customisers running
3. Get creative!

Automation opens up big possibilities
02Source: *BCG Study ‘Cutting Complexity, Adding Value’, 2013, link
Monday Tuesday Wednesday Thursday Friday
is strategic
20%80%
of time spent is dealing with
manual, less strategic tasks

02
(not that 
many)
conversions
Millions
of variables
x =
The complexity of the task at hand…
Keywords Topics In-market Affinities
x All your clients!
Time
Hour
Day
Week
Month
Weekday
Location
Radius
Post code
DMA
Region
Country
Device
Mobile
Desktop
Tablet
Audience
Page visitors
Cart abandoners
Loyal shoppers

Who’s your audience anyway?
02

AdWords Smart Bidding: Auction-powered technology
Advanced machine learning
that drives informed, accurate
bidding decisions
Unparalleled optimisation
frequency and precision that
adjusts bids for every auction
Rich set of auction-time
signals used to capture
contextual relevance for
every unique search

010101010101010101010101010101010101010101010101010101010
010101010101010101010101010101010101010
0101010101010101010101010101010101
010101010101010101010101010
101010101010101010101
010101010101010
101010101
010
Advanced machine learning
Keyword
Many search
queries
Across auctions and
search contexts
Unique insight into
every auction,
computing data at
the search query level
W
W M
Z Q

Rich set of auction-time signals
02
Location
Remarketing 
list
Every user search is
different and bids for
each query should
reflect the unique
contextual signals
present at auction-time.
Bid
Combinations
between  
2 or more  
signals
Search  
partner
Actual  
query
Language
AppOS Browser Ad  
creative
Noon  
EST
Smartphone
Signals available  
with bid adjustments
Exclusive signals for
AdWords Smart Bidding

02
Example, on the keyword buy new toaster|
Example of signals our algorithm will
optimise against:
Language
settings
Location
Time Browser
Operating
system
CVR
4.0%CVR
2.0%
vs.
Finding the right keyword bid is hard.
Keyword bids are not right for all audiences.
Smart Bidding use case

Smart Bidding
02
Flexibility Efficiency Transparency Testing Attribution
01 02 03 04 05

02
Revenue
Conversions/sales
Website click
Visibility
Campaign Goal Recommended Strategy
Target outranking share
Maximise clicks
Target CPA /
enhanced CPC (semi-auto)
Target ROAS
Powered by
AdWords Smart Bidding
1. Bidding strategies aligned to marketing goals

02
2. Simulations with great data quality
Leverage insights from millions of bids set every second across AdWords
Determine the most
profitable CPA target and
apply the change directly
in the simulator tool

02
3. Unique transparency
Monitor a bid strategy performance and understand its current status
Understand the strategy
status and potential
limitations, then take action
Monitor the performance
of flexible bid strategies
key KPIs and watch how
it improves over time

02
4. Seamless high end experiment platform
Run well-executed A/B tests to test changes before rolling them out
Assess performance
Determine the portion of
traffic that you want to go
through the experiment
(360)

02
5. Go further: bid beyond the last click
Pick up a non-last click attribution model
Last click First click Linear Time decayPosition-based
Rules-based 
models
Data-driven 
model
great tech gifts highly rated tablets nexus 9 tablet
highly rated tablets nexus 9 tablet
2.73%
Conversion Rate
2.41%
Conversion Rate
= 0.32%

Founding and Senior Partner
Cardinal Path
Dave Booth
Measurement & Attribution

01
On sale!
Only 45 shillings
Now through
Friday’s execution
iAnvil 8

Technology has changed everything. People now have a huge selection of devices, channels,
and content to choose from, across multiple platforms.
This creates a lot of fragmented data which can be hard to track and action for advertisers
DisplayOrganic Search BrandDisplay network
01

01
Legacy, linear paths to
purchase were relatively
simple to measure.
Today’s paths are not.
New consumer behaviour
broke measurement
01

Rethink measurement
Intra channel Cross channel
01

90%
of people switch
between screens to
complete tasks 30%
of all customer journeys
involve more than one
channel of interaction
Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016 01

Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016
45%
increase in local
shopping queries
01

How much data
are you trying to
manage?
01

02
A path to attribution
Digital multi-touch attribution (MTA) solution
Algorithmic/data-driven approaches
Exploring additional models
Standard reporting
Implement tracking Conversions
integrations
campaigns
Typically “last click”
Econometric
(MMM/ESM)
Econometric/model
based (response curves,
channel contribution,
halo effects, etc.)
Tag, cookie, device-
graph based
Data driven
attribution  
(DDA)
Workbench
Marketing channels,
campaign stacking
Multi-channel
funnels (MCF)
model explorer,
custom models
Identify objectives

Day 1 Day 2 Day 3
02
A customer’s journey

Day 1 Day 2 Day 3
02
Email Email Desktop Desktop
Mobile web In-store visitMobile app

02
Day 1 Day 2 Day 3
Mobile web In-store visitMobile app
User ID, CD Login cookie
Login cookie Login cookie CRM ID
Login deviceID
Login cookie
Login cookieLogin cookie
User ID, CD

02
Day 1 Day 2 Day 3
Mobile Web In-store visitMobile App
User ID, CD Login cookie
Login cookie Login cookie CRM ID
Login deviceID
Login cookie
Login cookieLogin cookie
User ID, CD

02
Different people
Different needs
Different stages
Different experiences
across
at
with

02
Different people
Different needs
Different stages
Different experiences
across
at
with
Segments
Business goals
Customer journey
Channels & devices

02
Metrics & dimensions
KPI’s
Business goals
Different needs
Customer journey
Different stages
Segments
Different people
Channels&devices
Differentexperiences

02
Business goals
Different needs
Customer journey
Different stages
Segments
Different people
Channels&devices
Segment:
Journey:
Goal:
Channel/device:
Existing customer
Retention/growth
Easily find what they need
Mobile website

02
Business goal:
Get visitors to content/features quickly and efficiently
Customer journey
Channels/devices
Websitefrommobiledevice
Segment
Existingcustomer Attract Engage Convert Retain/grow Advocate
Pageviews per visit Pages/Session, segment = mobile Google Analytics
Time on site Avg. Session Duration, segment = mobile Google Analytics
Bounce rate Bounce rate, segment = mobile Google Analytics
Site search usage Sessions with search, segment = mobile Google Analytics
Unsuccessful search rate % Search exits, segment = mobile Google Analytics
Feature completion (various) (Configured event/goal count/conversion rate) segment = mobile Google Analytics
Social activity (Tweets/Posts, negative sentiment (Social monitoring) via BigQuery, ML API
Inbound customer service call
(Call tracking click to call event)(Inbound calls/sessions)  
segment = mobile
Google Analytics 360,  
(Call tracking solution)
Content engagement score
(Custom calculated metric) applied to (key pages),  
segment = mobile
Google Analytics 360, CMS via BigQuery
Content velocity
(Custom calculated metric) applied to (key pages),  
segment = mobile
Google Analytics 360
KPIs Metric(s) required Data source

02
Visit 1:
Visit 2:
Engagement Score / Visit =
Custom calculated metrics
Scroll 25% Scroll 3
50% Scroll 4
75% Scroll 5
100% Scroll 6
Click Page load / content interaction 1
Tool start 10
Tool complete 10
Login 10
Special offer signup 15
Branch search 5
Branch search exit
Download iOS / Android app download 2
PDF content download 1
Whitepaper download 1
Social Share 1
Post 2
Chat 1
Email 1
Comment 1
Video Video start
Video 25%
Video 50%
Video 75%
Video completion
Category Component Weight
2 + 15 2 2 15 20 56+ + + + =
On Page
Interaction
Scroll 50% On Page
Interaction
On Page
Interaction
Scroll 50% Video Start
Scroll 50%
On Page
Interaction Download
Event
On Page
Interaction
Scroll 100% Video Start Video Start 50%
15 + 2 20 2 25 20 99+ + + + =15+
56 99+
77.5=
2 Visits

02
Business goals
Different needs
Customer journey
Different stages
Segments
Different people
Channels&devices

02
Implementation steps
Knowledge
transfer
Production
launch
QA / Tag
validation
ConfigurationImplementation
Solution design
documentation
Business
requirements/
KPI framework

02
Implement against the framework
Pay special attention to:
1. Conversion actions
2. Integrations
3. Campaign tracking
Business
requirements/ KPI
framework
Solution design
documentation Implementation

02
Don’t forget your integrations!

02
Don’t forget your integrations!
Enable a holistic view:
- Single ID across properties
- Connected to sales data (incl. offline)
- Analysis done with on/offline attributes
EDW
CRMSingle ID
WA
Activation

Analysis across the 360 degree view
Allows us to:
- Create segments from offline / additional data
-Analyse against offline / additional conversion events
-Leverage additional attributes across data activation platforms
02

Analyse campaign impact across full funnel
02

02
Default: last-touch attribution

02
Default: last-touch attribution
C1 C2 C3 C4 C5

02
Other common models
C C2 C C4 C5
C C2 C C4 C5
C C2 C C4 C5
C C2 C C4 C5

02
Attributing value with additional models

02
Algorithmic/modeled/data-driven attribution

02
A path to attribution
Digital multi-touch attribution (MTA) solution
Algorithmic/data-driven approaches
Exploring additional models
Standard reporting
Implement tracking
Identify objectives
Conversions
integrations
campaigns
Typically “last click”
Econometric
(MMM/ESM)
Econometric/model
based (response curves,
channel contribution,
halo effects, etc.)
Tag, cookie, device-
graph based
Data driven
attribution  
(DDA)
Workbench
Marketing channels,
campaign stacking
Multi-channel
funnels (MCF)
model explorer,
custom models

02
Digital multi-touch attribution (MTA)
Cookie
level
Website
data
Digital
media plans
Data
partnerships
1st party
data
KPI(s) Customer
level

02
Digital multi-touch attribution (MTA)
Measure the lift when a
channel is present on
the path to purchase
Your baseline level of
measurement is always a user
and their path to purchase
3.0%
2.8%
2.5%

02
Google Attribution & Attribution 360

02
One solution, available in two tiers
Common cross device & data-driven methodology
Google Attribution 360
Full, enterprise-level cross-channel attribution  
Custom dimensions & metrics for flexibility
Optimisation & TV modeling
Google Attribution
Self-service with simplified options & controls
 
Makes it easy to get started with cross-
channel, multi-channel attribution

02
Foundations of Google’s attribution solutions
Insights & actionScience & analytics
Data collection &
management
Considers all tracked
touchpoints
Google device
graph
Integrations with
buying tools
TV
attribution
Predictive
optimisation
Reporting  
& insights
Data exports 
and API
Programmatic
connectors

02Source: © Google Inc. 2016. All rights reserved.
Broad reach
across devices
The deterministic cross-device graph
is powered by Google’s largest web
properties, may with >1bn 30-day-
active logged in users.
Cross-device attribution, powered by Google’s device graph
Consumer friendly
approach
By allowing end-user opt-out our
solutions is extremely privacy
friendly, and protects the end user.
More accurate
measurement
Our algorithm stitches the path-
fragments into complete per-user
paths, enabling the model to
understand the full customer journey.

02
75% of users switch devices between tasks

DDA has already driven better performance for  
thousands of advertisers
02
Data-driven attribution (DDA)
drives more conversions at the same
cost-per-conversion
Moving beyond last-click on Search
alone delivers 5% more conversions
on average, at a similar cost-per-
conversion.

02
Attribution 360: television
TV airings data
Digital web /
conversion data
Google Search
data
Attribution360

02
Attribution 360: timeline
A360 product phase Closed alpha Beta General availability
2018+2017
General availability
Through 1H 2018

02
Prepare for Attribution & Attribution 360
Google Analytics
- Enable Advertising Reporting features
- Set up Goals and Ecommerce!
- Break down channel groupings
- Make sure integrations are in place
- Clean up your campaign (UTM) tagging
- Create separate, dedicated View (no User ID, do NOT strip URL params)
Google AdWords
- Ensure Auto-tagging is on
- Ensure AdWords is linked for cost data import
- Review naming conventions / consistency
- Link AdWords with Analytics Views
DoubleClick (DCM, DS)
- Ensure Auto-tagging is on
- Add display activity service OR ensure impression & click tracking is in place
- If using Floodlight to track conversions, ensure conﬁgured & clean
- Ensure accurate media cost is there for all campaigns
- Review naming conventions / consistency
- Link DoubleClick with Analytics Views

02
Prepare for Attribution & Attribution 360

02
Econometric approaches - MMM
Annual contribution to sales ROI by media channel
Campaign direct and halo effects Media response curves
CY 2013 CY 2014

02
Econometric approaches - ESM

Time to recognise your partnership

Head of Performance Agencies
Google AU/NZ
Martin Curtis
Agency of the Future

Quick exercise
Your name
What you’re hoping to get out of today’s session
One fun fact that no one would know
Your role
Your company

“The next big step will be for the very
concept of the device to fade away.
Over time, the computer will be an
intelligent assistant helping you
through your day.
We will move from mobile ﬁrst to an
AI ﬁrst world.
- Sundar Pichai, CEO, Google

Google has a great track record of predicting the future

01
Total Digital
Immersion
02
AI-First World

Digital = Everything
Move away from being the marketing
specialist to the marketing expert
01

01
CMO’s grappling with even more complexity outside
1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015
VCR
TV, radio, OOH,
newspaper,
magazine Cable AOL
The period of unbundling of
media agencies from
creative agencies
DBS satellite Yahoo
Google
DVR
Broadband
HD DVD &  
Blu-Ray
Satellite radio
HDTV
Time-shifted viewing
Facebook
7th gen game console
Twitter
YouTube
Netflix streaming
Hulu+
Smart TV
Tablet
Instagram
Streaming radio
8th gen game console
Chromecast
Amazon Prime
instant video
Roku
Smartphone
Apple TV
VOD
Snapchat

People just expect
faster, relevant and
frictionless experiences,
whenever and wherever.
01

26
Source: A Guide to the Internet of Things, IDC, Intel, United Nations, 2016. 01

We get it, it’s complicated
01

But only 17% of agencies
and companies have moved
off last click attribution
01

Where we should
be as an industry
Where we are
Advanced attribution
strategies
Do you want to move
off last click?
Last click First click Linear
Time decayPosition-based
Data management
platform integrations
01

And it’s only getting more complex
01

The agencies of the future are
moving now to measure and
manage the entire digital journey
01

A major
milestone
in Artificial
Intelligence
02

01
We need AI to help us manage this complex journey

of your time will be saved
to be reinvested back into
your business & yourself
50%
02

This is your opportunity to
move away from optimisers
back to creative thinkers
02

AI is exponential in nature
so you will get left behind
Don’t “wait & see”
02

Day 1 of Adweek NYC
We know change is coming
02
- Is the agency of the future still an agency
- Leadership and the agency of the future
- Agency of the future, becoming the CMOs secret weapon
- Creativity to the power of consulting
- Advertising needs a rebrand
- Yes you should start that new agency you have always dreamed of
- Self-disrupt: Creating the next agency model

02
The largest digital agency is now
Source: Ad Age Agency Report 2016
USRevenue
$0
$375,000,000
$750,000,000
$1,125,000,000
$1,500,000,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

What would
it look like?
If you were to start
your agency today,
from scratch
If you were to
develop your skill
sets, from scratch
What would
they look like?
02

Build capabilities
to solve wicked
business problems
02
Build skills to solve
wicked business
problems

Audience
data
Machine
learning
Creative thinking
& strategy
02
+ +

02
Develop data
capabilities
Embrace Machine
Learning
Upskill
talent

02
Develop data
capabilities
Measurement, attribution,
data and feeds

Develop
measurement
& attribution
Develop data &
feed management
capabilities
02
Where do you start?

02
Business impact
Diversification
opportunity
Improved client
results
New revenue
stream

02
Google solutions
AdvancedBasic Intermediate
Data driven attribution
Non-last click
Feed & data integration
Cross channel attribution Post impression attribution
Advanced attribution
Data management solution
Coming soon

02
Embrace Machine Learning
Automation and
Machine Learning

Automate
everything
02
Where do you start?

02
Business impact
Saved time
Improved margins
from efficiencies
Time can be invested into
creative thinking and
strategy to grow revenue

02
Google solutions
AdvancedBasic Intermediate
Auto Ad rotation
Auto bidding
Dynamic Search Ads
IF Function
Automated Feeds
Automated Reporting
Auto bidding/creative
Audience Integration
Automate cross channel

02
Upskill talent
Creative thinking and
client service

Who owns creativity
& strategy?

It needs to be everyone’s
responsibility

TOM
MATT
MELISSA
WALDO
8
14
22
?
=
=
=
=

TOM
MATT
MELISSA
W A L D O
8
14
22
13
=
=
=
=

02
Keep track of micro creativity

02
The 10% Rule
Dedicate 10% of client’s
budget to innovation

02
Where do you start?
Retain the
best talent
Hire great
people
Develop your people;
creative thinking and
strategy skills

02
What can you do?
Mission,
transparency, voice
Think broad & know
what you want
Focus on
continued learning

02
Google Partners initiatives
ProductDiversity Strategy
Lead by WomenWill Masterclass
Specialist Challenge
Academy Bootcamp (in-person)
Academy for Ads (on-demand)
Business Coaching
Sales Masterclass
Partners Connect (co-pitch events)

02
What the agency of the future looks like
Step 1 Step 2 Step 3 Step 4
Develop creative
thinking & strategy
expertise
Automate
everything
Build measurement,
data & feed
capabilities
Diversify capabilities
- video, display, feed
management,
programmatic
Step 5
Consult on
wicked business
problems

How else can you
prepare for these
changes?
02

02
Embrace
change
Be curious
Live life as
a student

Upcoming initiatives you don’t want to miss
Academy Bootcamp:
Mobile Sites & Analytics
Specialist
Challenge 2018

M-Site Sydney 
Tuesday 5 December
Analytics Sydney 
Wednesday 6 December
Academy
Register at
g.co/AcademyAUNZ

Do you want to hear from us?
bec@example.com

And the #Masterclass2017 best photo winner is…
#

Google partners masterclass Melbourne presentation

Google partners masterclass Melbourne presentation

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (18)

Similar a Google partners masterclass Melbourne presentation

Similar a Google partners masterclass Melbourne presentation (20)

Más de Lucio Ribeiro

Más de Lucio Ribeiro (20)

Último

Último (20)

Google partners masterclass Melbourne presentation