Google display network  deck for auto clients
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  • Our USP is that Google can truly claim the best technology in the world. Google are brilliant at targeting technology and we have applied that to the vast inventory available on the Google Display Network. The control & transparency that the Google Display Network gives is far beyond what other networks give. Don ’ t believe us? Just ask the client how transparent their network buys are. In addition, we offer outstanding full-service account management and the Google Display Network gives unparalleled control. We will go through each of these components in turn.
  • Speaking Notes: We believe combining these 2 technologies, audience and context, can achieve better results than either on their own. Let’s talk about contextual targeting first. Knowing what someone is reading about right this moment is a strong indicator of their intent, similar to how a search query can tell us a lot about what a person may be interested in. Contextual targeting is powerful because it gives you an opportunity to speak to your audience during this highly valuable window in time, and do it at scale. Similarly, a user’s prior web browsing history gives valuable insights about their interests, and thus allowing you to reach them on many sites across the web. Together, not only can you reach the right person (audience) but also do so at the right time (context). Together with creating the right creative/message, we can begin to achieve our goal of “the perfect ad for everyone”
  • idea is then to show a case study or a proof point 3 rd party study was done > awareness association intent all grew as a result
  • We’ve found the best way to do this is to layer Context + Audience together We will go through both of these in turn. Google ’ s contextual targeting technology is unmatched on the web (and most networks don ’ t offer anything like it). Our audience reaching technology is highly competitive because unlike most competing products it is executed through an auction. We can apply these technologies across the GDN and YouTube
  • Let’s begin with a quick recap of contextual targeting. Many of you probably already know that contextual advertising basically just means showing a user an ad that’s related to the type of content they’re viewing. In the broader landscape of display advertising, this can be done by selecting specific categories with the goal of appearing on sites that belong to those categories, such as anautomotive advertiser electing to show on “automotive” sites. With Google, contextual targeting is actually a lot more powerful than that because it goes beyond just categorizing sites into broad vertical or sub-vertical buckets Similar to how our search algorithms are able to crawl web pages and bring back relevant results to users, our contextual engine is a powerful algorithm that continually scans every single web page on every single web site in the Google Display Network Its goal is to understand what each page is about, and it does this through semantic technology that looks at many factors, including Keywords Frequency of words Font sizes Word placement Linguistics So because we do contextual targeting at the page, and not the site level, it enables us to serve users a very precisely targeted ads, and do it in near real-time.
  • Contextual targeting is very much Google ’ s USP. No one has the ability to scan pages and serve ads like us. The results were achieving back up what an incredible technology this is. You should look at our benchmarks: https://sites.google.com/a/google.com/uk-display-hub/benchmarks Our benchmarks show that keyword contextual targeting performs incredibly well for advertisers, and because of this they are investing 40% of their budget into keyword contextual targeting, receiving nearly 60% of their clicks from these campaigns. Google technology scans millions of web pages, analysing text, language, links and page structure to make sure your ad finds the best audience. With contextual targeting, we use keywords and themes to find the right placements, showing your ads on Display Network web pages that are the most suitable match for your message. If you sell digital cameras, your ads may show up on photography blogs or camera review sites. This puts your ads in front of an audience that is interested in your business and more likely to take action. ( Contextual advertising is vital to building brand awareness and reaching new prospects at relevant moments)
  • With the Contextual Targeting Tool, you can build tightly themed keyword lists for campaigns that are running on the Google Display Network. We use this to build out campaigns for our customers but it is available to everyone. For example, if you sell yoga gear, normally, you might take the time to build our separate ad groups around each of your product lines, such as yoga mats, yoga clothing, yoga gear, etc.
  • Contextual targeting is very much Google ’ s USP. No one has the ability to scan pages and serve ads like us. The results were achieving back up what an incredible technology this is. You should look at our benchmarks: https://sites.google.com/a/google.com/uk-display-hub/benchmarks Our benchmarks show that keyword contextual targeting performs incredibly well for advertisers, and because of this they are investing 40% of their budget into keyword contextual targeting, receiving nearly 60% of their clicks from these campaigns. Google technology scans millions of web pages, analysing text, language, links and page structure to make sure your ad finds the best audience. With contextual targeting, we use keywords and themes to find the right placements, showing your ads on Display Network web pages that are the most suitable match for your message. If you sell digital cameras, your ads may show up on photography blogs or camera review sites. This puts your ads in front of an audience that is interested in your business and more likely to take action. ( Contextual advertising is vital to building brand awareness and reaching new prospects at relevant moments)
  • Placement targeting is a good way to extend your campaign, while still maintaining control. You can handpick the websites you appear on. For example if you sell digital cameras, your ads may show up on photography blogs or camera review sites. This puts your ads in front of an audience that is interested in your business and more likely to take action. The site list can be built using AdPlanner to find sites for your audience, or the GDN team at Google can do it for you.
  • Smart: Our systems consider all of the following in inferring a user’s interests and demographics and keeps only the highest-quality categorizations. Pages browsed over the last 30 days Frequency and recency of pages browsed Current browser session (what they’re viewing now)
  • Interest category marketing is a form of 3 rd party data targeting Advertisers can select from a list of categories (for example travel enthusiast, sports enthusiast, auto enthusiast, etc.), and we'll show ads to people that we think fall into those categories. For example, if you target a travel enthusiast, your ad may appear on a sports website because we have seen that people that are interested in travel also have a high propensity to visit sports websites too. How it works: For a webpage that a user visits, we normally analyse the content of the page and site to show keyword-targeted contextually relevant ads. We use that same contextual information to recognise people's interests, taking into account how often users visit sites of those categories, among other factors. Google will not use sensitive interest categories, such as those based on race, religion, sexual orientation, health, or sensitive financial categories and more.
  • Remarketing from your own client website is a form of 1 st party data targeting Clients use remarketing to find people that visited their website but didn ’ t perform the action that they wanted them to - usually they didn ’ t convert . You can then bring these hot prospects back to your website to engage them again. Remember, 97% of site visitors do not convert on their first visit. To do remarketing effectively, you need a network that has a lot of reach and also see ’ s each user a lot of times – this is where the Google Display Network comes in. We see more people, more often than anyone! There is no CPC or CPM premium for remarketing and the CPC option is usually a brilliant selling point for DR advertisers.
  • se the negative remarketing data to introduce users into your purchase funnel. I.E only advertise to people who have NOT been to your website. New Customer Acquisition campaigns help all your other marketing channels work harder be raiUsing the awareness for your brand. This is often used to segment campaigns – those who have been to your site get one message, those who haven ’ t get another. Ask your customer what their new visitor rate is on their website and whether they would want to have an element of their campaign delivering 100% new visitors.
  • Finding your audience based on Demographics is a form of 3 rd party data targeting One of our new audience reach features is based on demographics. We infer demographics based on the content of the pages that people have viewed on the Google Display Network. It is the same underlying technology as Interest Category Marketing and Google also use the visits to infer the user ’ s gender and which age category the user belongs to. For example, if the sites that you visit have a majority of female visitors (based on aggregated survey data on site visitation), we may associate your cookie with the female demographic category. You can now reach people based on gender, with further demographic based technology coming in Q2. Interests and demographics can be combined, for example you could target women age 18-34 interested in gardening. This technology is free (with some networks you need to pay to add further targeting data sets to campaigns).
  • Similar User technology is a form of 3 rd party data targeting as we create additional user lists of people Google see ’ s see on the Google Display Network Now we ’ d like to introduce another new technology that we offer. Using Google ’ s own lookalike technology we analyse your remarketing list and we try to find the people with the same or similar browsing characteristics across our network. Similar Users is a brand new feature that can significantly increase the scale of campaigns. This feature is free – and your Google GDN account manager can implement it for you. The industry generally call this “ look-a-like ” technology and it really helps give your audience campaigns more scale (especially if a remarketing list is small or if we are already maxing out on it)
  • Well our optimization team builds display campaigns from scratch but here are some different examples. Here are the options.
  • Well our optimization team builds display campaigns from scratch but here are some different examples. Here are the options.
  • Well our optimization team builds display campaigns from scratch but here are some different examples. Here are the options.
  • If your customer is using a Trading Desk or DSP, this slide shows how you can use both together. A large amount of what happens on a Trading Desk is remarketing. If your advertiser gives us their remarketing list and we NEGATIVELY target it, they can then access all of the amazing GDN features without crossing over with their Trading Desk buy. Take this slide out if you are not comfortable talking about this and take a display specialist along with you if the conversation if going to get complex.
  • How do we optimize ? T
  • 2 knock-out products that help generate sales at your desired CPA Conversion optimizer is based on you setting your parameters of targeting. Categories, placements or audiences that can limit where your ads show can be managed by Conversion optimizer to remove the need to keep updating bids manually to keep your CPA in tact. Requirements Conversion tracking enabled At least 15 conversions in the past 30 days Campaign cannot have Advanced Ad Scheduling or Position Preference enable.
  • Display conversion optimizer goes across the network without ANY targeting. The CPA lovers dream. It helps build scale with practically no effort. Requirements Conversion tracking enabled At least 15 conversions in the past 30 days A CPA of less than around £60 is when it works best

Transcript

  • 1. the google display network performance at scale for automarketers
  • 2.
    • 316B Impressions, 203MM Unique Users, 92% US Reach
    The #1 US Ad Network under 1 Umbrella Sources: comScore Media Metrix Report, October 2011, Google Ad Planner, Internal Google Analysis, Partner Sites 203M visitors/month 92% of US internet users 316B impressions/month Hundreds of comScore 1000 sites Ad Exchange YouTube, Google Sites Hundreds of premium publishers, with hundreds of millions of ad placements available every day YouTube: 160M US visitors/month 1B+ Video Views/Day 2nd largest search engine 5% of all online time spent Google Sites: Finance 3.8M visitors/month Blogger 7.4M visitors/month Sites Games Social Media Video Feeds Mobile
  • 3. the GDN difference
    • Technology & Performance
    • Direct-to-publisher
    • Real-time auction
    • Market leading contextual and audience technology
    • Complement your Network and Trading Desk buys
    • Service
    • Full account management
    • Hands on optimization
    • Clear customer strategy defined to deliver results
    • Control
    • Full network transparency
    • CPC/CPM/CPA buying with no premium on formats/targeting
    • Pause, change and up-weight campaigns with no penalties
  • 4. most powerful way to reach your audience The right person . The right time . Audience Context
  • 5. audience + context drives results for auto advertisers Source: Jumpstart Automotive Group: Blending contextual and Audience Targeting Delivers Maximum In-Market Ad Effectiveness, July 2010 When both contextual and audience targeting were used in tandem, factors such as brand awareness, favorability, message association, and automotive purchase intent grew by as much as 61% and KPI’s went up 15%
  • 6. GDN’ s world class solutions for each
    • Context
    • Target based on where your audience is:
    • 1. Keywords
    • 2. Content
    • 3. Specific Sites/Videos/Channels
    + Audience Reach your audience based on who they are 1. Demographics 2. Interests 3. Remarketing/Negative Remarketing 4. Similar Users 5. In-Market (Blue Kai) the right person, the right time across the #1 Display Network and Video Site Online
  • 7. context
  • 8. what is contextual targeting? machine learning technology understands the meaning of a page relevant ad is served precisely as the user is reading the page thousands of times, every second , across the web google applies the power of our algorithms to contextual targeting
  • 9. context: keyword contextual targeting Google technology scans millions of pages at scale to find the best placements for your campaign. Mass reach in highly relevant locations, like articles related to your products. You choose the keywords, we find the right sites.
  • 10. add it with ease – contextual targeting tool the contextual targeting tool help you build dozens, even hundreds, of ad groups in minutes, quickly scaling your campaign performance while ensuring accurate targeting for your campaign.
  • 11. context: topic targeting
    • alternative to selecting individual sites. Google has categorized thousands of sites and pages for you.
    • we help you select from a list of over 1750 categories:
    • endemic
    • vehicle shopping
    • specific vehicle brands
    • parts & accessories
    • auto shows
    • and many more
    • lifestyle
    • luxury goods
    • parenting
    • entertainment
    • shopping
    • and many more
    • topics & placements can work together. example: autos on new york times
    WATCH THIS SPACE.
  • 12. context: placement targeting Serve ads to consumers based on specific sites on the Google Display Network You pick the web sites, videos, games and RSS feeds that are right for your campaign AdPlanner allows you to search for specific sites based on the audience that you are targeting
  • 13.
    • five benefits of reserve
    context: extend campaigns with GDN reserve
    • pre-screened inventory ensures brand-safety
    • content channels make scaling easy
    • guaranteed impressions help drive media goals
    • cpm pricing facilitates budgeting
    • one i/o and invoice for all reserve buys means less paperwork and processes
    • entertainment
    • sports
    • women’s interest
    • technology
    • news
    • other brand-safe sites not already in above channels
    • run of reserve
    channels:
  • 14. context: GDN blast Blast your ad over a one or two day period to a targeted group of Standard Vehicle Shoppers on hundreds of premium and niche websites, driving millions of impressions at a cost-efficient price Source: Compete GDN Blast vs. Portal Takeover, April 2011. Top portal: Yahoo Homepage. Standard Vehicle Shopper defined as any user that performed a KPI on a standard vehicle site 36% of Standard Vehicle Shoppers can uniquely be reached via a one-day Google Display Network Blast that cannot be reached on the top portal homepage * AD AD AD AD AD AD AD AD AD AD AD CPM Estimates – More Efficient Than a Portal! Low High Portal Takeover $3 $13 GDN Blast $0.50 $2
  • 15. context: GDN blast + YouTube takeover A one-day Custom Google Display Network Blast + YouTube Homepage Takeover reaches 24% of Standard Vehicle Shoppers Blast your ad over a one or two day period to a targeted group of Standard Vehicle Shoppers on hundreds of premium and niche websites, driving millions of impressions at a cost-efficient price Source: Compete GDN Blast vs. Portal Takeover, July 2010. Top portal: Yahoo Homepage. Standard Vehicle Shopper defined as any user that performed a KPI on a standard vehicle site 24% + Average CPM Estimates GDN Blast YouTube Portal $1 $5 $6
  • 16. audience
  • 17. how does audience marketing work? intelligent algorithm for determining interests and demographics considers: Types of sites/videos visited How frequently each site was visited How recently each site was visited
  • 18. audience: interest categories Show ads to people based on their interests. Google analyses the websites a user visits over a period of time and recognises people ’ s interests. Relevant ads can be served even when they are exploring other interests Auto Enthusiast Sites Auto Enthusiast
  • 19. audience: remarketing
    • Reach people who have:
    • visited your website
    • visited your YouTube channel
    • watched your video
    • interacted with your YT Masthead
    • Re-advertise to these people again and bring them back to your site.
    • Plug in your DoubleClick Boomerang lists
    • or use our Pixel.
    • Create different marketing messages for different cookie lists
  • 20. audience: negative remarketing
    • Reach people who have NOT:
    • visited your website
    • visited your YouTube channel
    • watched your video
    • interacted with your YT Masthead
    • Negative remarketing gives you the opportunity to acquire new customers and extend your campaign reach.
  • 21. 3 rd party audience data * available on YouTube, limited on GDN audience data comes from a variety of data suppliers based on: In-Market, Branded, Geographic, Interest and Past Purchase behavior.
    • Sample Categories
    • Auto Accessories
    • New Car Buyer
    • Auto Leaser
    • Auto Parts
    • Purchase Predictor New Sporty Car
    • Purchase Predictor New Minivan
    • Vehicle Budget - $40,000 - $49,000
    • Lease Vehicle Affinity
    • Honda Affinity
    • Auto Repair Pep Boys
    • Age of Vehicle
    Powerful Audience Data at Scale blue kai is still in limited beta on GDN and more data providers are coming this quarter. Please check with Terrio@ on your client’s ability to participate. blue kai is fully available on YT
  • 22. audience: demographics (BETA) Note: On the GDN, Age and gender are inferred the same way as interest categories – by looking at the types of sites browsed on the Google Display Network. On YouTube, it is based on Registration Data Male, 18-25 Male, 55-64 Select your audience based on their inferred age and gender on the GDN or based on registration data on YouTube. If you want your ads to be seen by women aged 18-24, or people over 55, demographic targeting is the tool for you.
  • 23. audience: similar users (BETA) Find like minded consumers . Google ’ s l ook-a-like technology finds consumers with similar browsing habits to those on your remarketing list. Similar Users User hasn ’ t been to your website but visited the same sports sites Remarketing List User has been to your been to your website and visits sports sites =
  • 24. solutions by objective
  • 25. your GDN targeting toolkit
    • Context
    + audience 1st Party Data 3rd Party Data Where is your audience? Who is your audience? context Keyword Contextual Targeting Placement Targeting Topic Targeting Similar Users GDN reserve Demographics Remarketing Negative Remarketing Interests Blue Kai GDN Blast
  • 26. your GDN targeting toolkit
    • Context
    + audience 1st Party Data 3rd Party Data Where is your audience? Who is your audience? context Recommended targeting options for Branding Keyword Contextual Targeting Placement Targeting Topic Targeting Similar Users GDN reserve Demographics Remarketing Negative Remarketing Interests Blue Kai GDN Blast
  • 27. your GDN targeting toolkit
    • Context
    + audience 1st Party Data 3rd Party Data Where is your audience? Who is your audience? context Recommended targeting options for Direct Response Keyword Contextual Targeting Placement Targeting Topic Targeting Similar Users GDN reserve Demographics Remarketing Negative Remarketing Interests Blue Kai GDN Blast
  • 28. Thanks!
  • 29. additional
  • 30.
    • in-market audiences who choose to watch your video
    audience: blue kai + trueview* TrueView suite of video ads viewer choice = engaged view Blue Kai In-Market Audiences coming soon – the ability to target in-market shoppers with viewer chosen, cost-per-view video ads * available when Blue Kai comes to GDN
  • 31. the GDN complements your trading desk Google Display Network Trading Desk Inventory Pool
    • Google Display Network
    • Other Ad Exchanges
    • Google Display Network
    Data
    • 1st Party (client)
    • 3rd Party (e.g. Quantcast)
    • 1st Party (client) & 3 rd Party (Blue Kai)
    • Google Display Network audience clusters
    Targeting
    • Topic
    • Placement
    • Audience
    • Contextual
    • Topic
    • Placement
    • Audience
    • Similar users
    • CPC
    Optimization
    • RTB
    • Google optimization suite
    • Full service optimization team
    Complementary
    • Access the best Contextual Targeting engine in the world via the Google Display Network
    • Get access to free Adwords audience clusters
    • Get access to free look-a-like technology and future audience innovation
  • 32. optimization on the Google Display Network Automated optimization
    • Google technology to drive performance efficiently and effectively. Features include:
      • Conversion optimizer to optimize campaigns toward the maximum or target CPA you set on a certain amount of targeting (keywords, categories, audiences)
      • Display Campaign optimizer to drive conversions automatically across the whole network when you provide creative, budget and target CPA
    Hands-On optimization
    • Dedicated Google Display Account Manager to monitor and optimize towards performance goals. Services include:
      • Monitoring of campaign performance reports.
      • Manual exclusion of underperforming sites and categories.
      • Manual bid adjustments based on performance.
      • Custom recommendations on growth opportunity.
      • Mid and end of campaign performance reporting
  • 33. auto optimization 1: conversion optimizer http://www.google.com/adwords/conversionoptimizer/ Auto- optimize your campaign with Conversion optimizer Conversion optimizer is a free tool that automatically manages your bids to drive the most conversions at or below your target CPA You set your targeting choices (categories, keywords or audiences). On average, campaigns adopting Conversion optimizer achieve a 21% increase in conversions and 15% decrease in CPAs!
  • 34. auto optimization 2: display conversion optimizer This new tool automatically manages targeting and bidding for your Display campaigns with the goal of increasing your conversions at the desired CPA You simply provide us with your target CPA, creatives and budget, and the Display Campaign optimizer goes to work, showing your ads in all the right places, automatically.  Find additional conversions with Display Campaign optimizer
  • 35. full set of creative options to engage with users Ad Format Sizes Standard Image (JPG or GIF) Standard Flash Rich Media Flash In-Unit Video Click-to-play Video Ads Banner: 468 x 60 Square: 250 x 250 Small Square: 200 x 200 Leaderboard: 728 x 90 Medium Rectangle: 300 x 250 Large Rectangle: 336 x 280 Skyscraper: 120 x 600 Wide Skyscraper: 160 x 600