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Display Advertising Strategy

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  • 1. Display Targeting Strategies for Direct Response A Google Display Network Webinar June 2011Tweeting?: #GDN Google Confidential and ProprietarySend us questions at @GoogleDisplay
  • 2. Housekeeping Look for follow-up email. Questions?On Measurement A Word Type in chat window. A Word On Measurement Take our survey! Look for follow-up email.Tweeting?: #GDN Google Confidential and Proprietary 2Send us questions at @GoogleDisplay
  • 3. Tweeting? Use the following hashtag: #GDN Send us questions at: @GoogleDisplayTweeting?: #GDN Google Confidential and Proprietary 3Send us questions at @GoogleDisplay
  • 4. David Monsees Product Manager, Google Display davidmonsees@google.com Laura Bierbower Google Display Network Specialist lbierbower@google.comTweeting?: #GDN Google Confidential and Proprietary 4Send us questions at @GoogleDisplay
  • 5. Agenda The Display Opportunity Targeting Options & Strategies A Word On MeasurementTweeting?: #GDN Google Confidential and Proprietary 5Send us questions at @GoogleDisplay
  • 6. The right MAGIC The right ad audience MOMENTTweeting?: #GDN Google Confidential and Proprietary 6Send us questions at @GoogleDisplay
  • 7. A Direct Response Marketer Is Always Balancing Conversions PPC, CPC, CTR, PFP, CPL, CPA, UV, ROAS. Great! And what about the ROI? Don’t bother me with jargon! CostTweeting?: #GDN Google Confidential and Proprietary 7Send us questions at @GoogleDisplay
  • 8. Holy Grail of Magic MomentsTweeting?: #GDN Google Confidential and Proprietary 8Send us questions at @GoogleDisplay
  • 9. Display Is On Fire $200B “Display advertising can be a $200B industry in less than 10 years.” Eric Schmidt, Executive Chairman, Google AdWeek 15.9B in 2014 10.2B in 2010Tweeting?: #GDN Source: eMarketer, Nov. 2010 Google Confidential and Proprietary 9Send us questions at @GoogleDisplay
  • 10. What’s Affecting Budgets? Hint: Magic Moments 53% of advertisers increased budgets due to availability of more targeting optionsTweeting?: #GDN Google Confidential and Proprietary 10Send us questions at @GoogleDisplay
  • 11. Display Performs 50% lift in Millions of ROI on interest subscribers based ads acquired via display ads 88% lift in GDN remarketing purchase intent drove 20% of computer sales at 14% lower CPCTweeting?: #GDN Google Confidential and Proprietary 11Send us questions at @GoogleDisplay
  • 12. Demographics Topics / Categories Audience/ Behavioral Many powerful signals. Which Auto to tap into? Optimization Contextual Remarketing Run of SiteTweeting?: #GDN Google Confidential and Proprietary 12Send us questions at @GoogleDisplay
  • 13. Conversion Tracking Unlocks Performance Place 2 tags, get 4 Google products for free. Remarketing Conversion Auto- Multi-Channel metrics optimization Funnels toolsTweeting?: #GDN Google Confidential and Proprietary 13Send us questions at @GoogleDisplay
  • 14. Demographics Topics / Categories Audience/ Behavioral Many powerful signals. Which Auto to tap into? Optimization Contextual Remarketing Run of SiteTweeting?: #GDN Google Confidential and Proprietary 14Send us questions at @GoogleDisplay
  • 15. Demographics Categories/ Audience/ Topics Behavioral Those That Drive Magic Moments At Scale… Auto Optimization Contextual Remarketing Run of SiteTweeting?: #GDN Google Confidential and Proprietary 15Send us questions at @GoogleDisplay
  • 16. Nail It, Then Scale It Topics LOW Targeting Run of Site (Placement Targeting) Conversion Rate Interest Categories Contextual (Keywords) DCO Remarketing GOOD GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 16Send us questions at @GoogleDisplay
  • 17. Nail It, Then Scale It Topics LOW Targeting Run of Site (Placement Targeting) Conversion Rate Interest Categories Contextual (Keywords) DCO Remarketing GOOD GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 17Send us questions at @GoogleDisplay
  • 18. Start With The Cream Of The Crop LOW Conversion Rate Remarketing Your Ad GOOD GOOD Cost Per Conversion (CPA) COSTLY Source: http://www.webpronews.com/topnews/2010/11/22/how- and-why-remarketing-can-gain-back-lost-customers;Tweeting?: #GDN Understanding Shopping Cart Abandonment, Forrester Research, Google Confidential and Proprietary 18Send us questions at @GoogleDisplay May 20, 2010
  • 19. Start With The Cream Of The Crop 96% LOW of people who visit a website leave without completing the actions marketers want them Conversion Rate to take 70% of shoppers abandon their Remarketing shopping cart rather than follow through with their GOOD transaction GOOD Cost Per Conversion (CPA) COSTLY Source: http://www.webpronews.com/topnews/2010/11/22/how- and-why-remarketing-can-gain-back-lost-customers;Tweeting?: #GDN Understanding Shopping Cart Abandonment, Forrester Research, Google Confidential and Proprietary 19Send us questions at @GoogleDisplay May 20, 2010
  • 20. Remarketing With The GDN Reach More Users… Reach Them Quickly And At Scale 84% of people on a typical Instantly Re-engage 500M users served hundreds remarketing list lost customers of billions of impressions every monthTweeting?: #GDN Google Confidential and Proprietary 20Send us questions at @GoogleDisplay
  • 21. Strategies From The Field: All Remarketing Is Not Equal Best SLR Cameras on sale The best rated SLR cameras with the best discounts www.digitalreview.com Shopping cart page Search landing page Step 1:Insert a few lines ofcode onto key pages Product pages Homepage Any action you can re-market based on, you should tag. Tweeting?: #GDN Google Confidential and Proprietary 21 Send us questions at @GoogleDisplay
  • 22. Strategies From The Field: All Remarketing Is Not Equal LOW 20% Conversion Rate of computer sales from remarketing Remarketing: Search Landing Page Remarketing: Homepage 14% decrease in CPCs Remarketing: and expense-to- Remarketing Product Pages revenue ratio GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 22Send us questions at @GoogleDisplay
  • 23. Reach Only New Customers Exclude Conversion Page From All Remarketing Lists Shopping cart page Search landing page Product pages Homepage 2X 25% CTR and view- increase in through conversions direct trafficTweeting?: #GDN Google Confidential and Proprietary 23Send us questions at @GoogleDisplay
  • 24. Squeeze Every Last Drop From Remarketing LOW Conversion Rate Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 24Send us questions at @GoogleDisplay
  • 25. Squeeze Every Last Drop From Remarketing LOW Conversion Rate Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 25Send us questions at @GoogleDisplay
  • 26. Squeeze Every Last Drop From Remarketing LOW Conversion Rate Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 26Send us questions at @GoogleDisplay
  • 27. Then Start Scaling: Keyword Contextual Targeting LOW Contextual Conversion Rate (Keywords) Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 27Send us questions at @GoogleDisplay
  • 28. Technology Is the Difference: Not Your Average Contextual Targeting Lens Camera Photo Lens Vision ContactsTweeting?: #GDN Google Confidential and Proprietary 28Send us questions at @GoogleDisplay
  • 29. Strategies From the Field: Start Specific, Then Expand… Expand Beyond Brand Product Brand and Keywords Keywords Product Keywords brand digital cameras photography brand cameras slr outdoor photography brand slr dslr digital photography brand digital camera cameras photography tips 101% 28% increase in decrease conversions in CPATweeting?: #GDN Google Confidential and Proprietary 29Send us questions at @GoogleDisplay
  • 30. Strategies From the Field: Start Specific, Then Expand… LOW Keyword Contextual Conversion Rate Targeting Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 30Send us questions at @GoogleDisplay
  • 31. Strategies From the Field: Start Specific, Then Expand… LOW KCT: KCT: Related Product Keywords Keywords Conversion Rate KCT: Brand Keywords Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 31Send us questions at @GoogleDisplay
  • 32. Killer Feature: Contextual Targeting Tool Export to add directly to your campaign Suggested bidsPick adgroupsyou wantto addTweeting?: #GDN Google Confidential and Proprietary 32Send us questions at @GoogleDisplay
  • 33. Killer Feature: Impression Share See % of auctions you’re not winning, and why Your Ad. Your Ad. Your Ad.Tweeting?: #GDN Google Confidential and Proprietary 33Send us questions at @GoogleDisplay
  • 34. Killer Feature: Impression Share See % of auctions you’re not winning, and why Your Ad. Your Ad. Your Ad. 50% Impression ShareTweeting?: #GDN Google Confidential and Proprietary 34Send us questions at @GoogleDisplay
  • 35. Measure and Optimize At Site Level 1 View site-level performance Optimize bids, exclude sites 2Tweeting?: #GDN Google Confidential and Proprietary 35Send us questions at @GoogleDisplay
  • 36. Expand Further With Conversion Optimizer CPA: Your Ad. $26.00 Bids automatically for each impression for more conversions Time of day Browser Location Web page contentTweeting?: #GDN Google Confidential and Proprietary 36Send us questions at @GoogleDisplay
  • 37. Not Eligible? Use Enhanced CPC Enhanced CPC is a good option for advertisers who: Campaign doesn’t meet conversion volume requirements Want to use Max CPC instead of Max CPA Use their own third party bid management systems Want to use advanced campaign settings “Lite” version of Conversion OptimizerTweeting?: #GDN Google Confidential and Proprietary 37Send us questions at @GoogleDisplay
  • 38. Contextual Fuels Remarketing Remarketing closes the loop Your AdTweeting?: #GDN Google Confidential and ProprietarySend us questions at @GoogleDisplay 38
  • 39. Come On! You Guys Are Google. Can I Get Even More?? LOW KCT: KCT: Related Product Keywords Terms Conversion Rate KCT: Brand Terms Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 39Send us questions at @GoogleDisplay
  • 40. Scale Further: Display Campaign Optimizer LOW KCT: KCT: Related Product Keywords Terms Conversion Rate KCT: Brand Terms DCO Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTYTweeting?: #GDN Google Confidential and Proprietary 40Send us questions at @GoogleDisplay
  • 41. DCO: Turnkey Technology Does The Heavy Lifting YOU PROVIDE: ? ? ? ? Budget ? ? ? ? DISPLAY Creative CAMPAIGN OPTIMIZER ? ? ? ? ? ? ? ? Target CPA ? ? ? ? Happens over millions of websitesTweeting?: #GDN Google Confidential and Proprietary 41Send us questions at @GoogleDisplay
  • 42. DCO: Turnkey Technology Does The Heavy Lifting YOU PROVIDE: ? $.50 ? ? ? $.23 Budget ? $1.01 ? $2.22 ? $.77 ? DISPLAY Creative CAMPAIGN OPTIMIZER ? ? $.47 ? ? ? ? ? ? Target CPA $.16 $.12 $.75 ? ? ? ? $.09 Happens over millions of websitesTweeting?: #GDN Google Confidential and Proprietary 42Send us questions at @GoogleDisplay
  • 43. DCO: Turnkey Technology Does The Heavy Lifting YOU PROVIDE: ? X $.50 ? ? ? X $.23 Budget ? $1.01 ?X $2.22 ? $.77 ? DISPLAY Creative CAMPAIGN OPTIMIZER ? ?X $.47 ? ? ? ? ? ? Target CPA $.16 X $.12 $.75 ? ? ? ? X $.09 Happens over millions of websitesTweeting?: #GDN Google Confidential and Proprietary 43Send us questions at @GoogleDisplay
  • 44. DCO: Turnkey Technology Does The Heavy Lifting YOU PROVIDE: ? $.70 X $.50 ? ? ? $1.16 X $.23 Budget ? $1.01 ? $.82 X $2.22 ? $.77 ? DISPLAY Creative CAMPAIGN OPTIMIZER ? ? $1.35 X $.47 ? ? ? ? ? ? Target CPA $.16 $.88 X $.12 $.75 ? ? ? ? $.46 X $.09 Happens over millions of websitesTweeting?: #GDN Google Confidential and Proprietary 44Send us questions at @GoogleDisplay
  • 45. DCO: Turnkey Technology Does The Heavy Lifting YOU PROVIDE:  ? ? $.70 X $.50 ?  ? $1.16 $X $.23 Budget   ? $.82 ? ?X $1.01 $2.22 $.77 ?  DISPLAY Creative CAMPAIGN OPTIMIZER ? $1.35 ??X $.47 ?  ? ? ? ? Target CPA $.16 $.88 X $.12 $.75 ? ? ? ? $.46 X $.09 Happens over millions of websitesTweeting?: #GDN Google Confidential and Proprietary 45Send us questions at @GoogleDisplay
  • 46. DCO: Key Considerations Fully automated Not available to all advertisers Conversion Optimizer or Enhanced CPC are good alternatives 15% 30% increase in ROI of budget and most conversions coming from GDNTweeting?: #GDN Google Confidential and Proprietary 46Send us questions at @GoogleDisplay
  • 47. But Wait, There’s More! Interest Categories LOW KCT: KCT: Related Context Audience Interest Keywords Product Categories (Interests) Terms Conversion Rate KCT: Brand Terms DCO Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 47Send us questions at @GoogleDisplay
  • 48. Audience Targeting Is Here To Stay 85% 47% of advertisers & agencies said of advertisers use they’d use audience targeting audience targeting for most of their online spendTweeting?: #GDN Source: Forrester, 2010; eMarketer, Jan 2010 Google Confidential and Proprietary 48Send us questions at @GoogleDisplay
  • 49. Audience Targeting With Google It’s Big It’s Intelligent It’s Efficient1000+ 500M+ Types of sites Real-time auctioninterest daily globalcategories internet users Frequency of visits No added cost for100s of All Ad audience dataBillions Formatsimpressions including Recency of visitsmonthly textTweeting?: #GDN Google Confidential and Proprietary 49Send us questions at @GoogleDisplay
  • 50. Strategies From The Field: Start Specific, Then Expand 1 Start with interests related to your business A Target interests relevant to B Unleash the your products and services Conversion Optimizer Target interests: > Tell us your CPA > Consumer electronics > Get granular, page-based > Photography bid optimization to boost conversions 400% 6X increase in increase in daily conversion volume spend based onTweeting?: #GDN Google Confidential and Proprietary 50 great performanceSend us questions at @GoogleDisplay
  • 51. Killer Feature: Audience Composition Reports 2 Target related, “proven” interests A Understand which audience B Target those interest segments are already categories specifically performing well from converted users remarketing listTweeting?: #GDN Google Confidential and Proprietary 51Send us questions at @GoogleDisplay
  • 52. Interest Categories Fuel Remarketing Remarketing closes the loop Your Ad Tweeting?: #GDN Google Confidential and Proprietary Send us questions at @GoogleDisplay 52
  • 53. Run of Site and Topic Targeting Topic LOW Run of Site Targeting KCT: (Placement KCT: Related Targeting) Product Interest Keywords Terms Categories Conversion Rate KCT: Brand Terms DCO Remarketing: Remarketing: Homepage Search Landing Page Remarketing: Remarketing Product Pages GOOD Abandoned Shopping Cart GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 53Send us questions at @GoogleDisplay
  • 54. Nail It, Then Scale It Topics LOW Targeting Run of Site (Placement Targeting) Conversion Rate Interest Categories Contextual (Keywords) DCO Remarketing GOOD GOOD Cost Per Conversion (CPA) COSTLYTweeting?: #GDN Google Confidential and Proprietary 54Send us questions at @GoogleDisplay
  • 55. A Word On Creative: All Formats, All Sizes Best SLR Cameras on sale The best rated SLR cameras with the best discounts www.digitalreview.comTweeting?: #GDN Google Confidential and Proprietary 55Send us questions at @GoogleDisplay
  • 56. A Word On Measurement: Net Profit, Not CPAConversion Value: $30CPA Goal: $9Product cost: $15 Display Campaign Interest Keyword Optimizer Categories Contextual Remarketing 50 sales 35 sales 20 sales 30 sales CPA: $6.50 CPA: $8.00 CPA: $7.50 CPA: $10.00 Net Profit: $780 Net Profit: $930 Net Profit = (Total Revenue) – (Advertising & Product Costs)Tweeting?: #GDN Google Confidential and Proprietary 56Send us questions at @GoogleDisplay
  • 57. A Word On Measurement: Net Profit, Not CPAConversion Value: $30CPA Goal: $9Product cost: $15 Display Campaign Interest Keyword Optimizer Categories Contextual Remarketing 50 sales 35 sales 20 sales 30 sales 18 CPA: $6.50 CPA: $8.00 CPA: $7.50 CPA: $10.00 Net Profit: $780 $768 Net Profit: $930 Net Profit = (Total Revenue) – (Advertising & Product Costs)Tweeting?: #GDN Google Confidential and Proprietary 57Send us questions at @GoogleDisplay
  • 58. Three Things You Can Do Today Evaluate Your Use Conversion Tag Your Pages Targeting Mix Optimizer Remarketing Have you overlooked Conversion Tracking low-hanging fruit, or Works with any opportunities to expand? targeting typeTweeting?: #GDN Google Confidential and Proprietary 58Send us questions at @GoogleDisplay
  • 59. Questions? A Word On Measurement Take our survey! A Word On Measurement Look for follow-up email.Tweeting?: #GDN Google Confidential and Proprietary 59Send us questions at @GoogleDisplay

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