On June 7th 2013 the search experts of Elite SEM and our partners at Google met at the Google Chicago office to host the Second Annual Elite SEM Google Client Summit.  For those unfamiliar, the 2012 Elite SEM Google Client Summit was an overwhelming success, and provided our employees, valued clients, and partners great insight into the rapidly evolving landscape of mobile advertising, attribution, and winning the zero moment of truth.

What relevant online marketing topics would be covered this year?  The wait is over; please see below our 2013 Elite SEM Google Client Summit recap!

Finding the Full Value of Digital with Mobile

Speaker– Gayle Dedie, Media Solutions Specialist who specializes in social, video, mobile, and display cross-platform solutions at Google started the conference off with a bang.  She started the group off with a presentation outlining the key mobile metrics advertisers will have to measure and optimize to in today’s always-connected multiscreen world.


There are “new” types of conversions we all need to measure

All brands should now be measuring the follow mobile specific conversion types online

  • mCommerce
    • Actual purchases on mobile devices
    • What most advertisers are currently tracking and optimizing towards
  • Calls
    • View phone conversions in your adwords reporting with Google forwarding numbers
    • Measure clicks on call extensions in mobile ads
    • Track clicks on the call button on your mobile site
  • Store locator clicks
    • Measure get directions clicks on location extensions
    • Measure mobile visitors that view your store locator pages
    • Measure in-store coupon downloads with unique geo-targeted coupons and ads
  • App download and in-app purchases
    • Understand where people are finding and downloading your app with analytics
    • Set up specific goals and ecommerce tracking to track any revenue driven in app
    • Measure not only downloads but retained users and user engagement

Next Steps

  • I’m tracking all these mobile conversion types…Now what???
    • Google has created a tool called the full value of mobile where you can actually put in all the different mobile conversion metrics detailed to help you “understand the full value of mobile for your business”
    • By assigning values to the different mobile conversion types and inputting the amount of each conversion your site drives in a certain time period, you can better measure the true dollar value mobile visitors have when you pay to send them to your site.
      • In addition to the mCommerce revenue most of us are solely tracking now

To find this valuable new tool please visit G.co/fullvalueofmobile

  • The future of cross-device tracking may lie in having your user based logged in across devices to track their engagement and activity as they move from one device to another.
    • Consider a logged in customer experience for your site

Additional Useful Info

Context and device type give us useful information

  • Location, time of day, device type and capabilities, and velocity of travel all give us insight into what a certain user may be interested in or want to see
  • The “average” consumer path that used to be a funnel and is now a flight path
  • 90% of smartphone shoppers use their phone for pre-shopping activities
  • 82% of shoppers use search engines to browse product information while in-store

Targeting the Full Value of Performance Display

Speaker – Adam Smoller, Head of Performance Display at Google was our second speaker.  He started off his session by stating that marketers have always been interested in reaching customers where they are, with messages they care about, at scale.  The question is how can we effectively do that online?


  • Eye popping statistics
    • Only 5% of online time is spent searching
    • 95% of time online is spent on content related sites!
    • So how do we better target our customers during that 95% of their time online?
  • Targeting the 95%
    • Contextual aka. Wherethey are
      • Keyword insertion in contextual campaigns doubled the CTR in Google studies
    • Audience aka. Whothey are
      • Extend reach with demographics targeting
      • Customize creative with messaging for different demographic groups
      • Exclude specific demographic groups from certain campaigns based on performance

Next Steps

  • Test layering all the different tactics to kick your display campaigns into overdrive
    • You can layer contextual, demographic, and behavioral inferences together to make ultra-targeted campaigns
    • Google measured +5,000% increases in performance when layering in all these of these targeting types versus using only contextual
    • Expanding is the most exciting part of display; test different and new audience segments and placement groups
  • Test Google’s auto-optimization tool suite for increased performance
    • Conversion optimizer campaigns have been shown to increase overall conversion and also cost per conversion in Google studies

Additional Useful Info

  • Google will be rolling out even more display-based campaign types to better target users interested in specific vertical segments
    • Keep up-to-date with the Elite SEM blog as new programs are announced
  • Display drives branded search
    • Google will be unveiling a new brand search lift tool to better show advertisers the full value of display hopefully in 2013

Measuring the Full Customer Journey

Speaker – We saved the best for last with Jordan Rost: our fearless leader and Google Agency Representative.  Jordan’s presentation on the full customer journey was a great way to tie the week of IRCE and all the previous presentations together with a holistic view of the online marketing landscape.


  • Important points to consider
    • Technology adoption/consumption spreads much faster today than it ever has
    • Conversions and the conversion path happen across multiple devices
    • Optimize your site across all screens
    • Google is very supportive of responsive design
    • The idea of a funnel is still relevant but path isn’t necessarily linear
    • The need to personalize experiences specifically for each customer is greater than ever
  • Holistic measurement
    • Make it user-centered, measure across channels
    • Measure all touch points and do it in real time
      • Desktop website, mobile site, app, console, tv, etc.
    • Have centralized technology looking at every channel (online and offline if possible)

Next Steps

  • Practice active measurement
    • Try to fail faster
    • Measure on page engagement and user experience with analytics
    • Focus on fast site speed
    • Nothing is set it and forget it these days
  • Start to toy with different attribution models
    • Cross-channel and intra-channel
    • Use the Google analytics attribution modeling tool
    • 72% of marketers agree that attribution enables better budget decisions, but 44% of marketers are not using any attribution model
  • Set up Google Universal analytics for
    • Measurement protocol and app tracking
    • User ID control across devices
    • Offline conversions
    • Dimension widening


And there you have it, a comprehensive overview of the Elite SEM Google Client Summit 2.0!

A very special thanks to all the members of Google, Elite SEM, and our clients who took part in the conversation, and to Jordan Rost who was just named Search Engine Agency Rep of the century for helping us put everything together and being an awesome guy.

If you’d like to learn more about Elite SEM events coming up later in the year or would like a digital copy of any of the presentations that were reviewed please feel free to email me directly at [email protected].

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