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Presentation by Barry Cahill at the DFF 9th June 2011

Presentation by Barry Cahill at the DFF 9th June 2011

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  • What / Where With this launch, mobile banner ads will appear on the mobile YT website at the top of the home page, search results pages, and browse pages.  A demo of how this will appear is here.Note that this monetization launch is for the mobile website ONLY (e.g.,  No monetization will occur at this time on the YouTube Mobile App (for Windows Mobile and S60 platforms) or through third party apps such as Android and iPhone. Depending on the user's device, the ads may be served as 300x50, 216x36, or 168x28 (all are standard MMA formats).  The entire unit is a clickable link, and can link to either an advertiser's YouTube channel page, or to an offsite location.  In addition, each ad unit will feature a clickable text link below the ad, with up to 23 characters of text.  The text will link to the same destination as the banner ad.Why? YouTube mobile ads provide unprecedented reach for mobile display advertising.  This launch makes YT by far and one of the largest single site buys across the mobile web.  The alpha pilot also performed very well, with high CTRs.  See stats below for more details.Reporting: Each campaign will be followed up with full DoubleClick reporting, including exact number of impressions served and the performance (CTR) of the ad units.
  • Separate Campaigns to Better Manage MobileCreate separate Mobile campaigns. This allows you to customize the ads, keywords and bids specifically for High End Mobile DevicesStrong Mobile Call to Actions will Increase Performance Having a compelling mobile call to action can dramatically influence your CTR. All types of Landing Pages Work with High End Mobile Devices…including WAP.iPhones/Android work well with both mobile Web sites and regular desktop Web sites. To ensure proper performance, make sure that the landing page matches the keyword search query.  iPhone devices do not render Flash.Think About How a User Would Search for Your ProductMobile users typically enter no more than two to three words per query. Use broad matching and general keywords to maximize ad impressions.  Keep it simple.Analytics and Conversion Tracking Work on MobileUse conversion tracking, even if you are not selling anything on your mobile site. This way you can learn how effective your ads are and if they result in specific site activities.  Be Aggressive When Bidding on MobilePrepare to bid 2x higher to get on the first page of search results.  You will be competing to have your ad serve on 5 ad spots vs 10 for desktop.  This makes these ads spots very valuable and highly competitive. Use Click to Call feature if you can use it Click to Call is one of the most effective ways to connect to your consumers. We have seen URLs CTR increase by 30% by using the CTC feature.If Targeting Multiple Countries, target only one country per campaignCPCs can vary among different countries, and separate campaigns allow you to tune your bids to each market. 
  • Click-to-call ads allow the user to instantly connect with the advertiser’s business. It’s a hyperlinked number which sits in the ad creative. There are 2 types of CTC ad; national and local. If you have a branch network then you would use local numbers (e.g 0207) which are triggered when a user is within the vicinity of the advertiser’s business. This is implemented by syncing up your Google places with your Adwords account. Alternatively you can manually enter the number and address direct into Adwords (only if you have less than 10 locations). National numbers (e.g 0845) are for advertisers who don’t have a branch network but instead have a call centre. The way you implement this is by entering the number direct into the ad extensions tab in Adwords.Sitelinks for mobile work exactly like desktop the only difference is that there is a maximum of 2 sitelinks for mobile. Sitelinks are great for all types of advertisers and users alike. They are especially useful for highlighting timely promotions (see screengrab). Click to download - If an advertiser wants to promote their Android or iPhone app then they can use this ad format. It’s really simple to implement. You create the ad as you normally would and put the appstore/market place url in the creative and our system will automatically change the display url to say ‘Download from itunes’ or ‘Download from marketplace’ so it’s effectively like putting a call-to-action in your url!Hyperlocal is a really effective format which lends itself seamlessly to mobile. If you have synced up your locations with Google places or entered them in the extensions tab in Adwords then when your ad shows our system adds a Google maps pin into the creative (see screengrab) and also shows how far the user is from the advertiser’s business.
  • Valentine pour close sur tous les KP
  • Transcript

    • 1. Digital Fundraising Forum
      Barry Cahill – Industry Analyst Google AdWords, - Google Grants Cultural Lead
    • 2. 2
      Google Grants
      Google Grants Basic
      Google Grants on Mobile
      Google Display Network
      In a nut shell
      Contextual targeting
      YouTube for Non Profits
      Brand page
      Creating content
      Driving Action
      Measuring results
    • 3. 1
      Google Grants
    • 4. 4
      1. Google Grants Basics
    • 5. AdWords Defined
      • Google AdWords is Google's advertising program.
      • 6. AdWords lets advertisers create simple, effective ads online in minutes
    • Google Search Property
      GoogleAdWords Ads
      Natural Search Results
    • 7. Ranking Formula
      • Ranking is dynamic
      • 8. Ads enter the auction every time a search is made
      • 9. Google dynamically positions advertiser’s ad according to this ranking formula:
      • 10. The higher the ad rank, the higher it gets on the page.
      Ad Rank = Maximum Cost per Click bid x Quality Score
    • 11. Maximum Cost per Click (Max CPC)
      • The Max Cost per Click is determined by the advertiser
      • 12. It represents the bidding in the auction system
      • 13. The advertiser will not necessarily pay the max CPC
      The maximum Cost per Click determines the limit till how much you are ready to pay
    • 14. The Quality Score
      When you submit a keyword, we first evaluate how it will perform on Google by determining its quality through its Quality Score.
      The Quality Score is set by the system and determined by:
      • The keyword's Click-Through-Rate (CTR)
      • 15. Historical keyword performance
      • 16. Historical account performance
      • 17. Historical website performance
      • 18. Landing page assessment
      • 19. Other relevancy factors
      The higher your Quality Score, the lower the price you will pay per click and the better your position on the page.
    • 20. The Quality Score
    • 21. How to maximise Quality Score
      The Quality Score can bee boosted through:
      • Tightly themed ad groups
      • 22. Strong ad texts, regularly reviewed
      • 23. Ad texts that relate to the keywords that trigger them
      • 24. Keywords that closely relate to your organisation’s USP
      • 25. Keeping a close eye on the Search Query Report and your CTR, or segment by click type
    • 12
      2. Google Grants on Mobile
      Take full advantage
    • 26. The Rise of M-Commerce: Factors in the Equation
      23% of time accessing the internet is via a mobile device
      IAB/PWC mobile study, Apr 2010
      20 Million mobile internet users in the UK in 2010
      Mobile Squared, Oct 2010
      27% of UK mobile subscribers have a smart phone
      UK Ofcom, Aug 2010
      £500m Value of m-commerce in the UK in 2010
      IAB/PWC mobile Adspend study Apr 2010
      12% of all UK shoppers use mobiles to research before they shop, 2010
      38% penetration of 3G in the UK (from 28% in 2009)
      Morgan Stanley, Nov 2010
      £40/month for iPhone 2G
      2 Secondsfrequency of sales via a mobile device on ebay
      £20/month for iPhone 3Gs
      Tesco, O2
      $1 BillionAmazon’s revenue from M-commerce
    • 27. The 2010s Will Be the Decade of Mobile
      Transaction value of mobile payments in the UK
      Mobile internet users will exceed desktop users globally
      of new handsets will be able to access the mobile web
      Redemption value of Mobile Coupons in US alone
      growth in mobile internet users globally 2010 -> 2015
      Ericsson, Mobile Broadband World, Nov 2010
      IAB/PWC Adspend study, Apr 2010
      Source:MobiThinking, Oct 2010
      Morgan Stanley, Nov 2010
      Borrell Associates, Aug 2010
    • 28. Mobile is growing on charity terms
    • 29. Mobile Search Drives Response
      Cost Per Acquisition
      Click Through Rate
      Separating out mobile campaigns from desktop drives significant performance gains due to better control of bids, budgets, keywords and landing pages
      Source: Google internal data, Google Search only
    • 30. Golden Rules for optimizing high-end mobile
      Break out separate campaigns for mobile to maximize targeting and reporting capabilities, as well as traffic and Quality Score
      Best practices for desktop apply to mobile: tightly themed ad groups and ad texts, relevant keywords
      Have a strong mobile call to action to increase performance
      Be aggressive when bidding on mobile since only 2 ad positions above the fold
      Use click-to-call if you have a call centre
      Use click-to-download if you have an app
      Ensure landing pages are mobile-friendly (e.g., no flash, few form fields)
    • 31. 4
      Mobile Ad Formats: Search
    • 32. 2
      Google Display Network
    • 33. 20
      The Google Display Network in a nutshell
    • 34. Contextual and Behavioral Targeting
      Choose your Targeting
      Where they are
      Where they have been
      Interest category marketing
      Contextual TargetingKeywords| Topics
      Site Targeting
      The mostperforming message of anyother networks
      Add demographic and geographic targeting. Exclude sites, keywords or categories
    • 35. 22
    • 36. The high value of retargeting
      X2.5 revenue per click*
      compared to the average content campaign
      * Emarketer
    • 37. Convert more visitors with Remarketing
      A user visitsyour site, but doesn’tdonate and leaves the site…
      • Use Remarketing to capitalize on new traffic that you drive to your website.
      • 38. Place a tag on the home page/key landing pages to add users who visit these pages to a list in your account.
      • 39. Show your ads to these users anywhere on the Google Display Network, encourage them to revisit your site and complete the conversion process!
      …to search and compare on other sites. Remarketing allows you to retarget him wherever he goes after leaving your site…
      …with a custom message, related to what he saw on your site.
    • 40. Leverage the information you gather
      When a user visits your site, you learn something about him : product visited, shopping cart created, logged in user or not etc.
      Use that information to segment your audience and adapt the message.
      [donation funnel]
      [volunteer page]
      Activate your users
      [event 1]
      KW content
      [event 2]
      [New collection]
      [fidelity program]
      Other media
      [event 3]
    • 41. Long story short
      • The most relevant form of targeting
      • 42. The idealcompanion to yourexisting online strategy: capitalize on the trafficyouacquired, excludevisitorsfromcampaign to avoidwasting budgets, cross targetwithtopics, retargetfrom and on YouTube etc.
    • Category targeting
    • 43. What is Category targeting?
      Category targeting allows you to target the Display Network using tightly themed ad groups
      The theme of the ad group dictates what site your ad will appear on
      Unlike Google search the keywords do not dictate where your ad shows, only the overall theme of the ad group (so you can have duplicate keywords)
      You can see in the placement performance section of the AdWords interface which sites your ad is appearing on and how it is performing for each site
      You can build category targeted ad groups using the Category Targeting Tool (CTT)
    • 44. Why using CTT?
      CTT will help you build structured content contextual campaigns within minutes
      Takes away the dog work, while maintaining best practice campaigns
      If you are new to the Google Content Network, CTT is the way to expand your online activities: search is only 5% of browsing time !
    • 45. Tightly-Themed Keyword Lists Critical For Effective Contextual Targeting
      Tightly-themed ad groups:
      yoga gear
      keyword 1, keyword 2, keyword 3, etc.
      yoga accessories
      keyword 1, keyword 2, keyword 3, etc.
      yoga clothes
      keyword 1, keyword 2, keyword 3, etc.
      bikram yoga gear
      keyword 1, keyword 2, keyword 3, etc.
      yoga mats
      keyword 1, keyword 2, keyword 3, etc.
      yoga apparel
      keyword 1, keyword 2, keyword 3, etc.
      yoga towels
      keyword 1, keyword 2, keyword 3, etc.
      Etc., etc., etc.
      yoga gear
    • 46. Most Advertisers Don’t Take The Time, At The Cost of Campaign Performance
      Time consuming
      • Time consuming to create dozens of ad groups
      • 47. Challenging to generate ideas for specific ad group “themes”, i.e. “How specific should I get?”
      Lack of awareness
      • Nothing in the UI that prompts or helps them
    • Contextual Targeting Tool Builds Keyword Lists Automatically So You Don’t Have To
      yoga mats
    • 48. Located Under “Reports and Tools” in AdWords Front-End
    • 49. 3
      YouTube Non Profit Programme
    • 50. Program Benefits
      Branded channels – display a banner that clicks over to your website
      Upload videos longer than 15 minutes
      Select custom thumbnails for your videos
      Embed call-to-action overlay or external annotations to drive users to your donation or take action page – from within your video
      Eligibility Requirements
      Registered US, CA, AU & UK charities. Apply at
    • 51. YouTube Non-profit Channel Overview
      Branded image map banner can link to various parts of your website
      You select your featured video
    • 52. Creating Content
    • 53. 5 Tips for Creating Great YouTube Content
      • Be genuine
      • 54. Know your goals
      • 55. Know your audience
      • 56. Keep it short (for the most part)
      • 57. Be relevant (YouTube is the 2nd most popular search bar on the internet)
    • Driving Action from Video
    • 58. Drive Action with Call to Action Overlays
      Call to action is a way for nonprofits to drive action from their YouTube videos to external take action, sign-up or donation pages.
      The World Food Program added call-to-action in-video overlay asking people donate to feed the billion hungry people
      Raised $36,000 in one day
    • 59. How to Add an Overlay
      Call-to-action overlays are one of the features of the YouTube Nonprofit Program. Apply at
      Once accepted, overlays are easy to create and amend. Just go to “My Videos” then “Edit Video” and fill out fields in the “Call to Action Overlay” box.
    • 60. Video Annotations
      Video Annotations are a way to add interactive commentary to your videos. Use them to:
      Add background information about the video
      Create stories with multiple possibilities (viewers click to choose the next scene)
      Link to related YouTube videos, channels, or search results from within a video. YouTube nonprofit partners have the ability to link to external web pages.
    • 61. Embedding Multiple Action Items
    • 62. Adding Video Annotations
      You can add video annotations to any video, in any place on the screen, at any time during the video
      For nonprofits, annotations have the ability to link to an external site
      Annotations appear on embedded videos
      To add an annotation, go to “My Account,” then “Edit Video” and select the “Annotations” tab at the top of the page
    • 63. Measuring Your Effect
    • 64. Track your performance with YouTube Insight
      Easily monitor the performance of videos over time and compare your channel’s popularity with other channels
      Free demographic analysis - discover your audience
      Track the efficacy of call-to-action overlays through CTR
    • 65. THANK YOU!
      Questions Please!