 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.