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1 Welcome! Bienvenido! Bem-vindo!

2 Network with Sponsors

3 Growing with 3p Platforms Howard Tung Head of US SEM/ Platforms

4 Agenda Fulfilment options 3rd Party (3p) Platforms Overview Who We Work with and Why 8 Questions to Ask a 3p AdWords Platform

5 1 Out of 2 Partners Choose 3p Platform WHAT CAN THEY DO FOR PARTNERS? Launch and grow revenue at scale This includes, but is not limited to: Accelerating go-to-market time Enhancing account performance and retention Rapid account creation: Create hundreds of new accounts each week(s) and optimize more efficiently Keyword Bids: Maximize conversions Budget: Ensure contract targets are met Increasing ARPA through product expansions WHICH PLATFORMS DOES GOOGLE WORK WITH? 10 platform partners that provide quality account performance across Search, Display, and Video.

6 Fulfillment Options

7 Fulfillment Options: Choose a Model That s Right For YOU Adwords (AW) Build API Description Directly use AdWords UI Replicate and Most common customize AdWords route to market functionality Hire in-house account managers? Yes Yes, could automate Several options Ability to Scale Low High High AW Express available in select markets Require dedicated engineering; longer launch time (manage several hundred or thousand customers)? Other Platform Partner

8 Hand Picked AdWords Platforms with Dedicated Google Support FULL MANAGED SERVICE Partner focuses on sales or sales + customer service Fulfills technology, reporting, and account management (AM) Technology only SaaS tool offering scaled AM and reporting Partner hires AM team VIDEO Ability to scale distribution for TrueView ad formats

9 8 Questions to Ask a 3p Platform

10 Fully Managed or Technology Tool Only? Fully Managed Turn key: platform fulfills technology, reporting, acct mgmt Partner focuses on sales or sales + service Technology Tool only SaaS tool that offers scaled templates/ automation Partner hires own account managers

11 What is the Recommended Pricing? Min. $200 mo. on AdWords per customer to demonstrate ROI (North America); $50 for LATAM Budget based; Avoid clicks based products

12 What is the Platform s Mobile Strategy? Mobile optimized experience matters Advertisers are behind in capturing trend

13 What Customer Segments Does the Platform Target? Social Blogs and Reviews US Consumers 10.4 Video Your website Consult 10.4 sources before they buy Offer Video & Display ads to customers with longer purchasing cycle to find new customers

14 Opportunity to Create Demand C Example Category Queries Creating Demand Using YouTube and Display to influence consumers, and attract new customers C B A Apr May Jun Jul Aug Jan A Not Capturing Full Demand Limited by Search budget or campaign structure Source: Google confidential Sep Dec B Capturing Full Demand Optimal Search budget and campaign structure

15 How does Platform deliver Quality Account Performance: ROI for Your Customer? Years of expertise in managing keywords, ads, bids, etc., and offer complementary products (e.g., websites, etc.,) Source: place source info here

16 Account Insights to Help Sales Acquire, Grow, & Retain? Insights & Tools: Budget Estimator, Impression Share, Benchmarks, Sales Skills Training, etc.,

17 Services and Service Level Agreement Offered? Accounts that are live in less than 48 hrs have 60% higher Customer Satisfaction scores Source: place source info here

18 Reporting Transparency? What customer reporting is shared? And How? Required to show at min monthly Google clicks, impressions, costs, and conversions

19 8 Questions for Platforms Recap Solution... Fully managed vs. technology tool only? What is the min recommended pricing? Product & Performance What is the platform s mobile strategy? What customer segments does the platform target? How does platform deliver quality account performance, ROI for your customer? Tools & Services... What account level insights are available to help Sales acquire, up-sell, or retain customers? What Services and Service Level Agreements offered? What customer reporting is shared?

20 Hand Picked AdWords Platforms with Dedicated Google Support FULL MANAGED SERVICE Partner focuses on sales or sales + customer service Fulfills technology, reporting, and account management (AM) Technology only SaaS tool offering scaled account management Partner hires AM team VIDEO Ability to scale distribution for TrueView ad formats

21 Option to Scale are to Build API or Partner What Growth Rate are You Targeting? If you plan to grow explosively (> 400+ customers in first year) or lack dedicated engineering, not ideal to build via API. # of Advertisers Consider Platform Consider Build API or Platform Time to Market in First 12 mos

Do you ever wonder? if I increase my Max CPC bid from $2 to $3, how many more clicks can I expect to get?

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