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Google Display Network - Searchstrategies 2010 - Pascal van Laere

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Presentatie van Pascal van Laere op Searchstrategies 2010.

Presentatie van Pascal van Laere op Searchstrategies 2010.

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    Google Display Network - Searchstrategies 2010 - Pascal van Laere Google Display Network - Searchstrategies 2010 - Pascal van Laere Presentation Transcript

    • The Performance NetworkGoogle Display NetworkThe Performance Network Google Confidential and Proprietary
    • 1 Why we think Display is going to be HUGE ?2 The Google Display Network : Facts & Figures3 How to reach my customers through the GDN ?4 Remarketing : What‘s in a name ?
    • Display is a 15 Year Old Media
    • $20bnDisplay Everywhere
    • 5
    • Everything is going to be Display
    • Everyone, Everywhere…Always Connected. 7 7
    • Media Fragmentation is no Longer a Barrier 8
    • Fragmentation is Now an Opportunity. 9
    • Search covers an important part of the buying life cycle
    • Display covers the whole spectrum of the buying lifecycle ! Buying Life Cycle Awareness Interest Desire Action Search Display Drive Awareness and Sales along the entire spectrum of the Buying Cycle and Life Cycle of your products.
    • Display Advertising is ata Tipping Point. Google Confidential and Proprietary 12 1 2
    • Vision for Display GDN For Users: Reaching users at the moment of relevancy Applying the science of search to the art of display Serving and formats For Advertisers: For Publishers: Offer tools for better Intelligently maximizing yield planning, targeting and for publisher partners reporting Offer branding opportunities 13
    • The Google Display NetworkSome facts and figures Google Confidential and Proprietary
    • What is the Google Display Network? YouTube and Google Sites Partner Sites Sites Feeds Games Social Media Video Mobile
    • Across both mass-media and niche sitesReach Mass Media Flexible site Niche Media placement; targeting options #1 Online Advertising Network
    • Google Display Network Performances Tot UV (000) Total PV (MM) %Reach 6,000 90 4,793 80 5,000 4,605 70 4,000 60 3,099 50 3,000 2,601 40 2,000 1,622 1,544 1,527 30 1,363 1,288 683 20 1,000 372 39 61 46 97 29 10 18 12 0 10 0 0 Google Display Network = High Reach!Source : 2010 comScore, Inc, August 2010
    • Mapping the Google Display Network in Belgium •  On the GDN, alone, reach of 4.793 M unique users/p.m. •  That’s 84% reach! •  The GDN serves over 3,1B* display impressions p.m. That’s >545 impressions per person per month! 18Source: Google Internal data / Comscore Aug 10
    • How to target your customers on the GoogleDisplay Network ? Where They Are Where They Have Been Contextual Targeting Topic Targeting Remarketing Placement Targeting
    • Contextual Targeting Serve ads to consumers based on the content they’re reading using the most powerful contextual technology in the worldGoogle useskeywords andthemes to find theright placements,showing your adson pages that arethe most suitablematch for yourmessage
    • Not Your Average Targeting Technology Page Analysis 1 Scan the page 2 Analyze the page Machine learning technology turns keywords into targetable themes Keywords bikram yoga, bikram yoga for beginners, learning bikram yoga, bikram yoga classes Themes bikram yoga, yoga classes 21
    • How Your Ad Is Matched To A Publisher Ad Matching Text Ads Text Ads Ad Group 2 Ad Group 3 Text AdsAd Group 1 Keywords Keywords Keywords Negative Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Geo Targets Language Targets Language Targets Language Targets Ad Schedule Ad Schedule Ad Schedule Keywor ds s Text Ads Text Ads Text Ads ThemeAd Group 4 Ad Group 5 Ad Group 6 Keywords Keywords Keywords Negative Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Geo Targets Language Targets Language Targets Language Targets Ad Schedule Ad Schedule Ad Schedule Text Ads Text Ads Text AdsAd Group 7 Ad Group 8 Ad Group 9 Keywords Keywords Keywords Negative Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Geo Targets Language Targets Language Targets Language Targets Ad Schedule Ad Schedule Ad Schedule 22
    • Category Targeting Serve ads to consumers based on our categorisation of thousands of sites Choose from over 600 categoriesLuxury Auto Sites Travel SitesLuxury Goods Golf Sites
    • Placement Targeting Serve ads to consumers based on specific sites on the Google Display NetworkYou can selectspecific webpages, onlinevideos, games,RSS feeds, andmobile sites toshow your adsAdPlanner allowsyou to search forspecific sitesbased on theaudience that youare targeting
    • Remarketing97% of new site visitors don’t convert on the first visit to your website. Targetthose people on the Google Display Network to bring them back to your site. Source: Core Metrics UK Benchmarking, March 2009
    • Remarketing97% of new site visitors don’t convert on the first visit to your website. Targetthose people on the Google Display Network to bring them back to your site. Source: Core Metrics UK Benchmarking, March 2009
    • Remarketing Reaching people who previously visited your website User List •  Cookie 1357 •  Cookie 2468 •  Cookie 9753 •  … Cookie 1357 2 User visits homepage that was 1 Internet user 2 3 Our server collects cookie IDs of every tagged with a remarketing code. visits client site visitor and creates a «user list». Cookie 1357 User clicks on the ad … and visits a site of the GDN. Next time user browses 6 and is directed to the 4 5 Our server recognises the cookie the web … advertiser’s site. ID and serves the advertiser‘s ad.
    • Full set of creative options to engage with users Ad Format Sizes Banner: 468 x 60 Square: 250 x 250Standard Image Small Square: 200 x 200(JPG or GIF) Leaderboard: 728 x 90Standard FlashRich Media Flash Medium Rectangle: 300 x 250Click-to-playVideo Ads Large Rectangle: 336 x 280 Skyscraper: 120 x 600 Wide Skyscraper: 160 x 600
    • You are in Control: Set Your Own Pricing No penalties for late submission or campaign Price set by market withdrawals Ensures that you only pay the minimum needed for your ad position; No fixed, inflated No contracts pricing, you chose the level to start off at ever No premiums on different formats (like image, video, rich-media) OR remarketing
    • Client Needs, Targeting Options & AIDAMapping ROIAIDA user model Remarketing Keyword targeting Topic Placement Targeting targeting Reach Branding
    • Google Display NetworkOur recommended solution for your marketing need Direct Response Branding •  Drive Purchase, Downloads, •  Create Awareness Goal Sign-ups and Leads •  Generate Interest •  Category Targeting •  Placement Targeting Targeting •  Contextual Targeting •  Category Targeting •  Remarketing Bidding •  CPC •  CPM •  Text •  Image and CTP Video Ad Format •  Image •  Rich Media •  Rich Media •  InStream Video
    • Tools that make our lives easier ! Find relevant Sites & Videos DoubleClick AdPlanner AdWords Placement Tool YouTube Video Targeting Tool Develop keyword themes Plan your campaigns with AdWords Keyword Tool the largest data set Search-Based Keyword Tool of audience behavior on the internet Google Wonder Wheel Find insights about your audience Google Insights for Search DoubleClick AdPlanner GDN Planning tool
    • Thank You.Pascal Van LaereMedia Solutions Manager – Google Display NetworkPascal.van.laere@google.com