Audience-powered Search

In paid search, bidding usually relies only on what Google knows about a user, and for expensive generic keywords that isn't enough. Jonas Viksten, head of operations at Xaxis in Sweden, GroupM's programmatic audience company, presents what his team called Audience-Powered Search. It pushes data from their own DMP back into AdWords as a remarketing list that then informs search bids.

You'll learn how the team raised UNICEF's conversion rate about eightfold during the Syrian refugee crisis, and why the same approach cut the cost per conversion for Arlanda Express even on brand queries. Jonas shows how the Google and Facebook remarketing pixels are rewritten into programmatic display ads, and says openly that this breaks Google's policy. He closes with advice to start from the data you already have and to test even the crazy ideas.