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Google - Digital Marketing

The document discusses trends in digital marketing and advertising in India. It notes that ad expenditure is growing 15% annually and is projected to reach $50 billion by 2030. Digital influences 40% of FMCG sales currently and this will increase. Search queries number over 3.5 billion daily worldwide, with over 50% on mobile. The use of machine learning and AI can help target audiences more effectively across channels like search, display, and video. Understanding consumer intent is critical for choosing which ads to display.

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121 views2 pages

Google - Digital Marketing

The document discusses trends in digital marketing and advertising in India. It notes that ad expenditure is growing 15% annually and is projected to reach $50 billion by 2030. Digital influences 40% of FMCG sales currently and this will increase. Search queries number over 3.5 billion daily worldwide, with over 50% on mobile. The use of machine learning and AI can help target audiences more effectively across channels like search, display, and video. Understanding consumer intent is critical for choosing which ads to display.

Uploaded by

Parr
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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 Think with google – resource for digital marketing tools

Ads ecosystem in India

 Ad expenditure growing by 15%. 10th largest market in the globe.


 US, UK – AdEx ~1.1% of GDP. India ~0.4-0.5% of GDP. So more place to go.
 18x data consumption increased b/w 2016 & 2018. 5-10GB per user per month
consumption. 75% data consumption on video. Video is an unprecedented growth story.
 GPay – 45M+ MAUs. Was called Tez before.
 Epigamia’s brand became a million dollar brand in 4 weeks. Earlier, it was about \
 By 2020 – 40% of FMCG sales will be influenced by digital.
 Digital in India still nascent compared to other markets. By 2030, India AdEx will be ~$50Bn.
In 2018 – US - $207B. China - $88B.

Consumer insights for brands

 From Bharat - 55% of car related searches, 50% of international travel searches.
This is an indicator of growing economy.
 Vernacular search for ENO – 40% lower CPCs and higher click through rate
Growth area for search!!
 Omnichannel – Growth area.
 Using ML/AI can create creatives in ~30 mins. Ad agency removed from the chain.
 Machine Learning applied to Digital Marketing -
Reach the right user with the right message in the most effective way

Google Search

 Queries per day worldwide – 3.5 Billion. Imagine opportunities for a global brand.
 >50% searches conducted on mobile devices. Surprisingly, US still does ~50% searches on
tablets, PCs. Because unlike developing economies, they have had experiences with PC.
 Ads + Keywords + Bidding = Results
 Automation helps with everything -
o Ads – Scale
o Keywords – Complexity
o Bidding - Savings
 Index – Submit your website as an index to Google.
 Crawler – Google’s crawlers come on my website to see & capture what’s going on my
website.
 DSA – dynamic search ads
 RSA – responsive search ads – AI/ML applied to search.
o RSA performance should not be judged by relative metrics such as CTR & CVR, but by
uplift in clicks & .
 Smart bidding algorithm
 Attribution Models – helpful in allocating budgets (Eg: b/w departments – FB advertising,
video advertising, search advertising)
o Last click attribution model
o First click attribution model
o Data driven attribution model –
Display

 90% of online audience can be reached through display. Can’t do that without video or
search.
 6 seconds of video ad is the sweet spot.
 Loyalty ad – referral or coupon

Display Ads

 O&O inventory (owned & operated)


o Youtube mastheads – Delivering 1Bn impressions a day. Sold at Rs1-2 cr/day.
Primarily a branding opportunity. 90% of traffic from mobiles.
o Youtube home feed, gmail ads, discover (google feed)

Understanding intent is most critical – This drives which ads to show.

 GA vs GMP
o GA – google ads. I can advertise on google . In this, I advertise in silos. Con: Same
person is going through the 5 platforms, so I’m spending 5x for the same customer.
o GMP – google marketing platform. With this, I can advertise across multiple
platforms with 1 campaign. So I’ll have 1 creative for multiple platforms, but only my
target demographic (Eg: sports affinity users) will see it on these platforms.
Strategy – Negate all customers that come to my website, push ads to others from
my target segment. So measuring incremental gains.
 DSP – demand side platform
SSP – supply side platform
And there’s an ad exchange (auction driven marketplace) between the two. Ad server.
 DMP – Data management platform. Eg: Google analytics, Facebook insights.

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