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Google display network (gdn)   2012.04.05
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Google display network (gdn) 2012.04.05

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  • 1. Why display mattersGDN overview1 Google confidential
  • 2. Customers consider, evaluate & advocate online95% of time online is spent on content where display can reach users search your audience spends 95% of its 5% time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email and so on…. ….the Display Network reaches these users, placing ads across everything else millions of publisher sites in 95% addition to YouTube and Gmail.source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-publishers.org/page.php/prmID/4212 Google confidential
  • 3. Today’s customer moves through phasesdisplay plays an important role at each phase of the purchase cycle customer purchase funnel GDN features audience engagement awareness contextual targeting interest interest category / similar users targeting intent interest, remarketing consideration display + search purchase social display loyalty3 Google confidential
  • 4. Rich media engagement increases brand recall And GDN blast ensures that everyone will see your brand GDN blast allows for a A A massive reach in a short awareness D A D A period of time (over 200m A A D D impressions/day) D D interest % of increased brand metrics 4 3 freq 1 consideration 2 freq 2 1 good creative has 4x the impact on campaign purchase 0 performance than media* aided brand awareness the Google Display Network supports an expanding list of rich media formats* comScore ars research highlights the importance of advertising creative in building brand sales, Oct 2010. n=396 online campaigns** dynamic logic marketnorms® 2008-2010. fixed frequency level of 1 for campaigns using static image n=80; simple flash n=618; rich media with video n=236; rich media without video n=495 4 Google confidential
  • 5. Targeting customers when they’re evaluatingactive period where brands are added or subtracted targeting types high awareness interest categories impressions interest topics keyword contextual consideration placement similar low users purchase low CPM high the Google Display Network combines the best contextual and audience targeting in the world with the scale of reaching 70% of Russia’s internet users5 Google confidential
  • 6. Audience & behavioral data reaches qualified prospectsremarketing and demographic & interest category targeting drive ROI awareness remarketing can engage past site visitors interest users who have visited your web site consideration interest category and demographic targeting purchase can reach more qualified customers men 18-34 shopping sports automobile* 2010 Google study.6 Google confidential
  • 7. Targeting customers when they’re in-marketsearch and shopping cart activity are strong signals of intent remarketing can engage awareness shopping cart abandoners studies show remarketing users who abandoned the drives 51% higher interest shopping cart process conversions* search search+display consideration 40% combining display with 30% search drives purchase 20% intent by an purchase 10% incremental 7 points** 0% likelihood to purchase* 2010 Google study.** iProspect & Comscore real branding implications of digital media - Aug’11. Share of exposed respondents who answered affirmative.7 Google confidential
  • 8. Brand advocates are your best customersthey recommend and help others discover your brand +1 lets your awareness advocates recommend you across the web interest users trust personal recommendations consideration more than any other advertising source purchase display ads loyalty8 Google confidential
  • 9. Time to convert decreases 5xdisplay speeds up the purchase cycle awareness creative drives 4x display’s strengths are campaign impact in building awareness, increasing campaign 70% reach and best of breed reach, driving interest contextual targeting options conversions and speeding up the purchase cycle * consideration site visitor remarketing drives 51% higher conversions search + display increases purchase likelihood to purchase by 8%. +1 drives awareness and trust loyalty in your brand* SearchIgnite, 2010.9 Google confidential
  • 10. Why the Google Display Network rocks 10 Google confidential
  • 11. Access: one of the largest networks in Russia70% reach across millions of sites, videos and devices AdSense Google Publisher Network O&O properties 31m unique visitors/month 70% of Russia’s internet users 215m impressions/day Over 25,000 sites in the network sites feeds games social media video mobilesources: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis,11 Google confidential
  • 12. Tools: the right toolset to drive your campaign right person right time right message (audience) (context) (creative) + + video image interests demographics contextual topic rich media expandables in a brand safe environment reserve above the fold exclusions brand select12 Google confidential
  • 13. right person right time right message •  target a custom segment layer contextual targeting on •  customize creative based based on specific top of audience targeting to on user behavior, interests demographics, lifestyle, reach users in the right or demographics psychographics and mind set •  rich media drives user behavioral data engagement and recall •  reach qualified based on •  topic targeting interests and intent to purchase •  keyword contextual targeting •  engage past site visitors with remarketing •  placement targeting at scale: 70% reach of Russia’s internet users - 31m visitors/monthsources: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis,13 Google confidential
  • 14. Results: realizing your campaign goalsdirect response campaigns brand campaignsthe typical search + display campaign gets preliminary studies show that the GDN22% greater conversions compared to drives greater lift in brand metrics thansearch only campaigns1 market norms:3the typical remarketing account gets: + 8% + 55% •  52% higher click through rates •  51% higher conversion rates and •  28% lower CPAcompared to the rest of display2 Vizu GDN Vizu GDN average average average average (13.4%) (14.4%) (8.0%) (12.4%) awareness intentsource: 1. iProspect & Comscore real branding implications of digital media - August 2011. 2. Internal Google data. 3. Vizu Brand Lift Norms, Nov ‘11,compared to 7 “awareness” and 6 “intent” campaigns that ran on the GDN.14 Google confidential
  • 15. Appendix15 Google confidential
  • 16. Ремаркетинг Охват  только  тех  пользователей,     которые  уже  посещали  сайт(ы)     клиента;         Возможность  создавать   отдельные  аудитории   ремаркетинга  для  различных   разделов  сайта,  и  показывать  им   разные  креативы;     Возможность  исключать   отдельные  аудитории   ремаркетинга;  16 Google confidential
  • 17. Remarketing performance From our 2010 study, the typical account gets: 28 % lower CPA 51 % higher conversion rate 52 % higher CTR …on remarketing compared to rest of display optimized performance with effective bids adjusted in real time17 Google confidential
  • 18. Remarketing: Target Similar Users Extend the reach of your remarketing activity to show your ads to consumers with similar browsing habits. This is Google’s look-a-like technology. Similar Users Remarketing Lists18 Google confidential

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