On March 20, Google's Head of Global Mobile Search Ads, Surojit Chatterjee, and iCrossing Senior Vice President of Media, Jonathan Adams, discussed how Google's Enhanced Campaigns can help you reach people in the moments that matter across all devices.

1. The Future of Media
How Google Enhanced Campaigns benefit
connected brands
A iCrossing and Google Braintrust Webinar
Wednesday, March 20, 2013

2. With you today… #iCinsight
Surojit Chatterjee
Head of Global Mobile Search Ads Product
Google
Jonathan Adams
Senior Vice President, Media
iCrossing
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2

3. Driving the future of connectedness
for 15 years and counting…
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

4. Why are we here today?
• Changing consumer behavior
• Implications for businesses and marketers
• Introducing enhanced campaigns
• iCrossing’s experience to date
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

5. People’s changing behavior
Google Confidential and Proprietary 5

6. Consumer behavior
Implications for businesses and marketers
Introducing enhanced campaigns
Google Confidential and Proprietary 6

7. We are constantly connected
Google Confidential and Proprietary 7

8. We search for everything
Weather forecast
Chase ATMs
Macy’s hours Dyson D35 vacuum
Pizza
AMC show Nail salons
Movie reviews
Bose headphones
Mattress sales
Downtown Bakery
Google Confidential and Proprietary 8

9. We search for everything… at any time
Weather forecast
Chase ATMs
7:10 am 8:12 am
Macy’s hours Dyson D35 vacuum
Pizza
7:30 pm 2:35 pm 9:06 am
AMC show Nail salons
3:40 pm 12:40 pm
Movie reviews
4:30 pm
Bose headphones
Mattress sales 2:42 pm
Downtown Bakery
2:30 pm
1:45 pm
Google Confidential and Proprietary 9

10. We search for everything… across devices
Weather forecast
Chase ATMs
7:10 am 8:12 am
Macy’s hours Dyson D35 vacuum
Pizza
7:30 pm 2:35 pm 9:06 am
AMC show Nail salons
3:40 pm 12:40 pm
Movie reviews
4:30 pm
Bose headphones
Mattress sales 2:42 pm
Downtown Bakery
2:30 pm
1:45 pm
Google Confidential and Proprietary 10

11. We search for everything… from anywhere
Weather forecast
Chase ATMs
7:10 am 8:12 am
Macy’s hours Dyson D35 vacuum
Pizza
7:30 pm 2:35 pm 9:06 am
AMC show Nail salons
3:40 pm 12:40 pm
Movie reviews
4:30 pm
Bose headphones
Mattress sales 2:42 pm
Downtown Bakery
2:30 pm
1:45 pm
Google Confidential and Proprietary 11

12. These are the moments that matter
Pizza
7:30 pm
Google Confidential and Proprietary 12

13. Millions of people. Billions of moments that matter.
4:20 pm 12:00 pm 10:30 pm 7:21 pm 5:30 am
8:30 am 2:00 pm 5:30 am
12:00 pm 5:30 am 6:30 pm 4:20 pm 5:00 pm 11:14 am
2:55 pm 11:14 am 7:21 pm
10:30 am 6:31 pm 10:30 pm
10:26 am 6:31 pm
2:00 pm 6:31 pm 7:21 pm 10:26 am 10:30 pm
10:30 am 11:14 am
1:27 pm 11:14 am
1:16 pm 10:26 am 10:30 pm
7:30 pm 10:30 pm 9:05 pm
8:25 am
Google Confidential and Proprietary 13

14. Each person wants relevance – to each of her own moments
Pizza
7:30 pm Pizza
10:30 pm
Pizza
11:14 am
Google Confidential and Proprietary 14

15. Consumer behavior
Implications for businesses and marketers
Introducing enhanced campaigns
Google Confidential and Proprietary 15

16. Results are powered by relevance.
Results
Relevance
Google Confidential and Proprietary 16

17. Search gave us intent
Pizza
Intent
What's on her mind
Google Confidential and Proprietary 17

18. A constantly connected world gives us context
Pizza
Intent Context 7:30 pm
What's on her mind Her device
Her location
Her time of day
Google Confidential and Proprietary 18

19. Together, intent & context explode possibilities for relevance
Intent Context pizza
Saratoga Pizza $3 Slices
What's on her mind Her device m.saratogapizza.com
Enjoy our $3 counter slices. Call
1.1mi Or try a $10 carryout dinner.
Her location Directions - $10 Dinner Specials
Her time of day
Google Confidential and Proprietary 19

20. Relevance is not one-size-fits-all
Pizza Pizza
On a smartphone On a laptop
Downtown At home
7:30 pm 11:14 am
Saratoga Pizza $3 Slices Saratoga Pizza for Lunch – Order online, ready in 15 mins.
m.saratogapizza.com www.saratogapizza.com/
Enjoy our $3 counter slices. Fast, free delivery or dine in.
Call
1.1mi Or try a $10 carryout dinner. 118 people +1'd or follow Saratoga Pizza
Order Online Now 2 Large Pizzas for $15
Directions - $10 Dinner Specials
Delivery Map Party Menu & Delivery
Google Confidential and Proprietary 20

21. We've been using devices as a proxy for context
pizza
Saratoga Pizza $3 Slices
m.saratogapizza.com
Enjoy our $3 counter slices. Call
1.1mi Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
Google Confidential and Proprietary 21

22. But device types are blurring
pizza
Saratoga Pizza $3 Slices
m.saratogapizza.com
Enjoy our $3 counter slices. Call
1.1mi Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
Google Confidential and Proprietary 22

23. Measurement must value more complex conversion paths
Moment Search Conversion Report
Google Confidential and Proprietary 23

24. Consumer behavior
Implications for businesses and marketers
Introducing enhanced campaigns
Google Confidential and Proprietary 24

25. Introducing enhanced campaigns
8:25 am 8:25 am 8:25 am
8:25 am 8:25 am
8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am
8:25 am
8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am 8:25 am
8:25 am
Enhanced campaigns help you reach people in the moments that
matter 8:25 am
across all devices, with smarter ads that are relevant to am
8:25 am 8:25 am 8:25 am 8:25 am
8:25 am
8:25
intent and context.
8:25 am 8:25 am
8:25 am 8:25 am 8:25 am
8:25 am 8:25 am 8:25 am 8:25 am
Google Confidential and Proprietary 25

26. Key features of enhanced campaigns
Powerful tools Smarter ads Advanced reports
for the multi-device for varying user to measure more
world contexts conversion types
Google Confidential and Proprietary 26

27. Powerful marketing tools for the multi-device world
Bid adjustments
Device +10% On phone 0% On laptop
Location +20% Palo Alto -10% Mountain
View
Time +5% 7:30 pm +20% 5:23 pm
Friday Monday
1.39x bid 1.08x bid
Google Confidential and Proprietary 27

28. Easily adjust bids for any location
Targeted locations Bid adjustment
Total - all locations
United States
United States +0%
+0%
Canada
Canada +0%
+0%
California, United States +0%
+0%
Mountain View, California, United States +0%
+0%
Palo Alto, California, United States
Palo Alto, California, United States +0%
+0%
Total - all other locations
Total - all locations
Google Confidential and Proprietary 28

29. Easily adjust bids for different devices
Targeted devices Bid adjustment
Total – all devices
United States
Desktop and laptop computers +0%
Fixed: +0%
Canada
Mobile devices with full browsers +0%
+20%
California, United States
Tablets with full browsers +0%
Fixed: +0%
Mountain View, California, United States
Total – all devices +0%
Google Confidential and Proprietary 29

30. Customized ads and extensions for mobile
Saratoga Pizza $3 Slices
PizzaHouse $3 Slices
m.saratogapizza.com
m.pizzahouse.com
1.1mi
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
Call
Enjoy our $3 counter slices.
Enjoy our $3 counter slices. Call
1.1mi Call
1.1mi Or try a $10 carryout dinner.
Or try a $10 carryout dinner.
Directions -- $10 Dinner Specials
Directions $10 Dinner Specials
Device preference Mobile
Google Confidential and Proprietary 30

31. Scheduled extensions
Saratoga Pizza– Order online, ready in 15 minutes.
www.saratogapizza.com/
Fast, free delivery or dine in.
118 people +1'd or follow Saratoga Pizza
Fri Order Online Now $7 Dine-in Lunch Specials
Delivery Map Office Delivery Menu
Saratoga Pizza – Order online, ready in 15 minutes.
www.saratogapizza.com/
Fast, free delivery or dine in.
Sat 118 people +1'd or follow Saratoga Pizza
Order Online Now 2 Large Pizzas for $15
Delivery Map Dinner Side Salads and Desserts
Google Confidential and Proprietary 31

32. Upgraded sitelinks available for each ad group
Enhanced Campaign
Tournament quality balls - $15/doz Men's rackets
Pressureless tennis balls - $14/doz Women's rackets
Kids foam tennis balls - $16/doz Kid's rackets
Cage ball basket - $15 Clearance rackets - 30% off
Ad group 1 Ad group 2
Google Confidential and Proprietary 32

33. Performance reporting for each sitelink
Sitelink Status Clicks Impressions CTR Cost Avg. position
Shop All Eligible 7 874 0.08% $4.72 1.7
Track an Order Disapproved 34 622 2.93% $9.78 2.1
Store Locator Eligible 6 498 0.50% $12.76 1.9
Total - all sitelinks 258 3,614 7.01% $38.97 2.7
Google Confidential and Proprietary 33

34. Advanced reporting to measure more conversion types
Calls Digital downloads
In-store offers Cross-device
Google Confidential and Proprietary 34

35. Simplified campaign management
50 2 2
= 200 OR
=1
Legacy Enhanced
Campaigns Campaign
Google Confidential and Proprietary 35

36. iCrossing’s experience
to date
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36

37. Enhanced campaigns today
iCrossing has been closely aligned with Google on the roll out of
enhanced campaigns globally – and have tested the new
functionality for several months across a variety of clients:
Client A Client B Client C
Profile Global leader in Premium National network of cancer
the beverage spirits brands hospitals and treatment
industry centers
Objective Branding and Category Performance marketing
Engagement differentiation and acquisition
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 37

38. Preliminary client experience
Performance
(ROI)
Complexity
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38

39. Bottom line
• Enhanced campaigns can:
– Simplify many of our clients’ most complicated
initiatives
– Improve overall ad performance by adding
location, time of day and device level
optimization at scale
– Give marketers and agencies the tools to
create smarter ads
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 39

40. #iCinsight
Q&A
Stay Connected with iCrossing
Find out more at www.icrossing.com
Call us toll-free at 866-620-3780
Email us at findout@icrossing.com
Connect with us on Google+
https://plus.google.com/+iCrossing
Follow us on Twitter
@icrossing and @thecontentlab
Become a fan at
Facebook.com/icrossing

41. Thank you
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 41