Display Advertising
Secrets
Presented by
Google &
National
Positions
TODAY’S PRESENTERS
• Christopher Moore – Senior Analyst, Google
• David Jaeger – Director of SEM, National Positions
• Ada...
 An industry leading Internet marketing, and one of Inc.
Magazine’s fastest growing companies in the US.
 With over 1,50...
OVERVIEW
• The Importance of Display
• 3 Targeting Methods of a Display Campaign
• Measuring Display Beyond the Click
• Go...
THE
IMPORTANCE OF
DISPLAY
3 REASONS TO
ADVERTISE ON
DISPLAY
• Engage - Users research your product in multiple ways.
It’s important to be in all ste...
SHOPPERS RESEARCH IN MULTIPLE PLACES
COMPARISON SHOPPERS ARE READY
TO BUY. ARE YOU PART OF THE
CONVERSATION?
50% start wit...
SEARCH IS NOT ENOUGH
TODAY’S CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH
Awareness
Interest
Purch...
AND SPEEDS UP THE PURCHASE FUNNEL 5X
DISPLAY DRIVES PURCHASE INTENT
increase traffic &
engagement
search + display increas...
REMARKETING COMPLETES THE SALE
88% of online shoppers have recently
put an item in their shopping cart
and abandoned it
SO...
Intent
Demographic
Timing
3 DISPLAY TARGETING
ELEMENTS
3 DISPLAY TARGETING
ELEMENTS
Intent
Demographic
TimingSEARCH
CONTEXTUAL ADVERTISING
REMARKETING
FACEBOOK ADS
GOOGLE DEMOGR...
MEASURING
DISPLAY BEYOND
THE CLICK
5 GOOGLE TOOLS
1. View Through Conversions
2. Adwords Search Funnels
3. Google Analytics MCF
Import
1. Multi Channel Funne...
GOOGLE TOOLS
-VIEW THROUGH CONVERSIONS
In this case, looking at just click through conversions would make it seem like
dis...
GOOGLE TOOLS
-SEARCH FUNNELS
GOOGLE TOOLS
-MCF IMPORT
GOOGLE TOOLS
-MULTI CHANNEL FUNNELS
GOOGLE TOOLS
-ATTRIBUTION MODELING
GOOGLE
DISPLAY
TARGETING
OPTIONS
8 DISPLAY TOOLS
1. Keyword/Contextual Targeting
2. Placement Targeting
3. Topic Targeting (New!)
4. Interest Targeting (Ne...
CONTEXTUAL TARGETINGRELEVANT SITES BASED ON KEYWORDS YOU CHOSE
Sophisticated machine
learning technology
understands langu...
PLACEMENT TARGETING
SELECT SITES TO TARGET WITH YOUR MESSAGE
your ad here
your ad here
• Select specific placements
on whi...
TOPIC TARGETINGRELEVANT SITES BASED ON KEYWORDS YOU CHOOSE
Choose from over 1700
topics or sub topics, like
travel or insu...
INTEREST CATEGORIESTARGET USERS INTERESTED IN SPECIFIC CONTENT
Big
• 1000+ interest categories
• 100 billion impressions m...
REMARKETING
ENGAGE PAST SITE VISITORS & CONVINCE ON-THE-FENCE CUSTOMERS TO
CONVERT
DYNAMIC REMARKETING
static ad
you can see a 450% increase in CTR using dynamic creative
dynamic ad
SIMILAR AUDIENCES
Advertisers using similar audiences with remarketing
typically see
60% more impressions
48% more clicks
...
DEMOGRAPHIC TARGETING
LOCATE YOUR BEST PROSPECTS BASED ON AGE AND GENDER
65+
Extend
your reach within a
demographic
Custom...
―NINJA‖ DISPLAY
TECHNIQUES
#PLAninjas
WHY THE GOOGLE
DISPLAY NETWORK?
1. No Minimum Fees
2. Complete Control
3. (Almost) Complete Transparency
4. Can Use CPC Bi...
“NINJA” DISPLAY
TECHNIQUES
1. How to effectively use ―attribution modeling‖ and
other attribution tools
2. Target Specific...
TOP BANNER SIZES
According to Doubleclick, the top 2 banner formats shown
by publishers are the 300x250 and the 728x90, wh...
SPECIAL OFFER
FROM
GOOGLE
(BETA)
FREE BANNER DESIGN!
 Normally costs $750
 Requires a commitment to spend $2,000 on a new
campaign trying a display targe...
NEXT WEBINAR- STAY
TUNED!
An In-Depth
Look at
Attribution
Modeling
THANKS FOR
ATTENDING.
QUESTIONS OR
COMMENTS?
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Display Advertising Secrets Revealed by Google & National Positions

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Google marketing executives and National Positions' SEM/PPC experts co-hosted a webinar on how to utilize Display Advertising to drive more qualified traffic to your site and increase revenue without increasing ad spend. This is the pitch deck used for the webinar.

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  • More helpful later in the funnel (as a platform) – keep all stages in pitch, break down step-by-step in branding deck(could use this as branding slide, using every stage in funnel) – for DR this slide is important to stay as remarketing
  • Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
  • Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
  • Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
  • Display Advertising Secrets Revealed by Google & National Positions

    1. 1. Display Advertising Secrets Presented by Google & National Positions
    2. 2. TODAY’S PRESENTERS • Christopher Moore – Senior Analyst, Google • David Jaeger – Director of SEM, National Positions • Adam de Jong – Marketing Director, National Positions
    3. 3.  An industry leading Internet marketing, and one of Inc. Magazine’s fastest growing companies in the US.  With over 1,500 clients around the globe and a 95% retention rate—we know that improving your business is our business.  Our dedicated team of Internet marketing and ecommerce experts can get your products seen, and sold, all over the web. NATIONAL POSITIONS
    4. 4. OVERVIEW • The Importance of Display • 3 Targeting Methods of a Display Campaign • Measuring Display Beyond the Click • Google Display Targeting Formats • ―Ninja‖ Display Techniques • Creative Strategies • Conclusion • Special Offer from Google • Q & A
    5. 5. THE IMPORTANCE OF DISPLAY
    6. 6. 3 REASONS TO ADVERTISE ON DISPLAY • Engage - Users research your product in multiple ways. It’s important to be in all steps of the funnel • Reach - new users who are interested in your product, allowing you to expand beyond search • Acquire – undecided website visitors by re-engaging with them across multiple channels
    7. 7. SHOPPERS RESEARCH IN MULTIPLE PLACES COMPARISON SHOPPERS ARE READY TO BUY. ARE YOU PART OF THE CONVERSATION? 50% start with a search engine. The average shopper uses 10.7 sources of information before they buy Awareness Interest Consideration Source: Google ZMOT Research, 2011 Google Eye Mapping Study, 2009 Purchase Consideration
    8. 8. SEARCH IS NOT ENOUGH TODAY’S CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH Awareness Interest Purchase Consideratio n SOURCE: WORDSTREAM ―GOOGLE: THE WAR ON FREE CLICKS‖ STUDY, JULY 2012. INTERNET ACTIVITY INDEX (IAI) BY THE ONLINE PUBLISHERS ASSOCIATION (OPA); REPORT FOR MARCH 2009. Purchase CAPTURE THEIR INTENT BEYOND THE SEARCH RESULTS PAGE, ON THE GOOGLE DISPLAY NETWORK
    9. 9. AND SPEEDS UP THE PURCHASE FUNNEL 5X DISPLAY DRIVES PURCHASE INTENT increase traffic & engagement search + display increased the average number of webpages viewed by 68% supercharge paid search campaigns after seeing a display ad, customers are 136% more likely to search for your brand and 140% more likely to click on an organic link increase in store visits when combined, search + display can lift in store visits by 43% search + display +43% increase offline conversions A major consumer products company saw a 52% increase in offline sales after a successful display campaign Source : Dunhumbee and Google Study, November 2008
    10. 10. REMARKETING COMPLETES THE SALE 88% of online shoppers have recently put an item in their shopping cart and abandoned it SOURCE: FORRESTER, 2011 Create targeted lists of users who have visited your site and instantly re-engage them as they continue to surf the web Increase your conversions by up to 51%
    11. 11. Intent Demographic Timing 3 DISPLAY TARGETING ELEMENTS
    12. 12. 3 DISPLAY TARGETING ELEMENTS Intent Demographic TimingSEARCH CONTEXTUAL ADVERTISING REMARKETING FACEBOOK ADS GOOGLE DEMOGRAPHIC BID OPTIMIZATION INTEREST TARGETING
    13. 13. MEASURING DISPLAY BEYOND THE CLICK
    14. 14. 5 GOOGLE TOOLS 1. View Through Conversions 2. Adwords Search Funnels 3. Google Analytics MCF Import 1. Multi Channel Funnels 2. Attribution Modeling
    15. 15. GOOGLE TOOLS -VIEW THROUGH CONVERSIONS In this case, looking at just click through conversions would make it seem like display is failing. However, seeing the high ratio of VTC’s to CTC’s, it would make sense to optimize towards view throughs as well.
    16. 16. GOOGLE TOOLS -SEARCH FUNNELS
    17. 17. GOOGLE TOOLS -MCF IMPORT
    18. 18. GOOGLE TOOLS -MULTI CHANNEL FUNNELS
    19. 19. GOOGLE TOOLS -ATTRIBUTION MODELING
    20. 20. GOOGLE DISPLAY TARGETING OPTIONS
    21. 21. 8 DISPLAY TOOLS 1. Keyword/Contextual Targeting 2. Placement Targeting 3. Topic Targeting (New!) 4. Interest Targeting (New!) 5. Remarketing 6. Dynamic Remarketing 7. ―Similar Audiences‖ 8. Demographic Targeting
    22. 22. CONTEXTUAL TARGETINGRELEVANT SITES BASED ON KEYWORDS YOU CHOSE Sophisticated machine learning technology understands language semantics and derives meaning from web content Relevant ad is served precisely as the user is reading the page Thousands of times every second, across the web
    23. 23. PLACEMENT TARGETING SELECT SITES TO TARGET WITH YOUR MESSAGE your ad here your ad here • Select specific placements on which to run • High control, limited volume
    24. 24. TOPIC TARGETINGRELEVANT SITES BASED ON KEYWORDS YOU CHOOSE Choose from over 1700 topics or sub topics, like travel or insurance, to achieve easy-to-scale reach across relevant, pre-categorized sites Topics work together with placements, so you can target 'sports' on the newyorktimes.com luxury auto sites automotive: BMW automotive: Lexus automotive: Mercedes-Benz 20+travel sub-categories 40+auto sub-categories 20+shopping sub-categories 20+sports sub-categories personal travel sites travel: adventure travel travel: air travel travel: vacation destinations luxury goods shopping: luxury goods shopping: gems and jewelry golf sites sports: golf
    25. 25. INTEREST CATEGORIESTARGET USERS INTERESTED IN SPECIFIC CONTENT Big • 1000+ interest categories • 100 billion impressions monthly • 500m+ daily internet users • all ad formats Smart • Sophisticated blend of overall interests, recent session and current page
    26. 26. REMARKETING ENGAGE PAST SITE VISITORS & CONVINCE ON-THE-FENCE CUSTOMERS TO CONVERT
    27. 27. DYNAMIC REMARKETING static ad you can see a 450% increase in CTR using dynamic creative dynamic ad
    28. 28. SIMILAR AUDIENCES Advertisers using similar audiences with remarketing typically see 60% more impressions 48% more clicks 41% more conversions
    29. 29. DEMOGRAPHIC TARGETING LOCATE YOUR BEST PROSPECTS BASED ON AGE AND GENDER 65+ Extend your reach within a demographic Customize creative for various demographic groups Exclude certain groups from campaigns Combine with other targeting to reach even more specific audiences
    30. 30. ―NINJA‖ DISPLAY TECHNIQUES #PLAninjas
    31. 31. WHY THE GOOGLE DISPLAY NETWORK? 1. No Minimum Fees 2. Complete Control 3. (Almost) Complete Transparency 4. Can Use CPC Bidding 5. (Unrivaled) Contextual Targeting 6. Powerful Targeting techniques 7. Integrated with Adwords/Analytics
    32. 32. “NINJA” DISPLAY TECHNIQUES 1. How to effectively use ―attribution modeling‖ and other attribution tools 2. Target Specific performing domains (e.g. gmail) 3. Test & Overlay Multiple targeting strategies 4. List of most effective targeting formats: 1. Dynamic Remarketing 2. Contextual Targeting 3. Similar Audiences 4. Interest Categories / Topic Targeting
    33. 33. TOP BANNER SIZES According to Doubleclick, the top 2 banner formats shown by publishers are the 300x250 and the 728x90, which occupy ~55% of all banner formats
    34. 34. SPECIAL OFFER FROM GOOGLE (BETA)
    35. 35. FREE BANNER DESIGN!  Normally costs $750  Requires a commitment to spend $2,000 on a new campaign trying a display targeting methodology you haven’t tried yet  Requires being an active National Positions PPC account CONTACT US TODAY David Jaeger Phone: 818.224.7517 Email: Davidj@nationalpositions.com
    36. 36. NEXT WEBINAR- STAY TUNED! An In-Depth Look at Attribution Modeling
    37. 37. THANKS FOR ATTENDING. QUESTIONS OR COMMENTS?
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