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Google Russia. Business Opportunities and Ads Update. Developments in Ads and Analytics. 1. News from Google Analytics Fresh Features - Snippets Better Ad Management Search Funnel (Conversion Attribution) AdWords Opportunities Tab New Ad Types Ad Sitelinks Product Ads. 2. 3.

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Google Russia

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Google Russia

Business Opportunities and Ads Update


Developments in Ads and Analytics

1

  • News from Google Analytics

    • Fresh Features - Snippets

  • Better Ad Management

    • Search Funnel (Conversion Attribution)

    • AdWords Opportunities Tab

  • New Ad Types

    • Ad Sitelinks

    • Product Ads

2

3


Google Analytics: Quick Intro

  • Quick, Free, Easy to Install

  • “How can we improve our site for sales?”

  • “Are our visitors buying or signing-up?”

  • “Are our online campaigns performing?”


Google Analytics: New Features

More Intelligent Data

  • Intelligence & Customizable Alerts (on multiple metrics)

  • Annotations (on the time graph)

More Flexible Reporting

More Platforms Tracked

More Powerful Analysis

  • Advanced Segmentation

  • Custom Reporting

  • Multiple Custom Variables

  • AdWords & AdSense

  • YouTube Brand Channel

  • Mobile Web Tracking

  • Android & iPhone Apps

  • Flash, AIR & Silverlight

  • Segmentable Unique Visitors

  • Engagement & URL Goals

  • Advanced Table Filtering

  • Pivoting & Multiple Dimensions


AdWords: Search Funnel

  • Multiple ads may have assisted in a conversion – they should share the credit

  • But systematically identifying “assisting” ads is often hard

  • AdWords Search Funnel reports describe ad click and impression behavior on Google.com that leads to a conversion

All the Glory

All the Work

Reality

Conversion!

Assist

Impression

Assist

Impression

Assist

Click

Assist

Impression

Assist

Click

* Adwords Conversion Tracking is Required


AdWords: Search Funnel

* AdWords Conversion Tracking is required in order to receive Search Funnel Reports. 


Advertiser Insights:

Account Optimization Has (Too) Many Facets

Keywords

Budgets

Creatives

Bids

Benchmarks


Advertiser Insights:Opportunities Tab

Your One Hompage for Customized Account Optimization Opportunities

Keyword bid ideas

Click “Increase traffic” or “Decrease cost” in the table’s header to see ideas for


Advertiser Insights: Bid Opportunities

  • Identifies opportunities to change bids for better results

  • Shows bid increase and decrease opportunities per keyword


Advertiser Insights: Impact Estimation


Ad Sitelinks

Ad Sitelinks allow advertisers tohighlight additional deep content on their site when users enter a navigational query

Target Audience: Brand advertisers with rich site content

Current Status: Rolling admissions beta


Product Ads via GAN

Product ads allow advertisers tomarket their entire product catalog

with little additional work or risk

Target Audience: Larger e-commerce advertisers

Current Status: Small beta limited to GAN advertisers


Exciting Time at Google Russia

  • >30% share in search*, higher in search ad impressions

  • Good partnerships – Begun and Mail.ru

  • Commitment to growing online advertising in all its forms in Russia

    • Bringing our core strengths of measurability, effectiveness and ease of use

    • Supporting advertiser interests, such as adding support for Yandex.Money

  • Strong Russian engineering office

* Comscore, Jan 2010 


Thank You


Advanced Segmentation

  • Isolate and analyze subsets of your traffic post-data capture

  • Compare segments and key performance metrics side by side 

  • Analyze your traffic with predefined or customized segments

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