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Google Display Network - Searchstrategies 2010 - Pascal van Laere
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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.

Published in: Technology, News & Politics

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  • 1. Google Confidential and Proprietary Google Display Network The Performance Network The Performance Network
  • 2. 1 Why we think Display is going to be HUGE ? 2 The Google Display Network : Facts & Figures 3 How to reach my customers through the GDN ? 4 Remarketing : What‘s in a name ?
  • 3. Display is a 15 Year Old Media
  • 4. Display Everywhere $20bn
  • 5. 5
  • 6. Everything is going to be Display
  • 7. 777 Everyone, Everywhere… Always Connected.
  • 8. 8 Media Fragmentation is no Longer a Barrier
  • 9. 9 Fragmentation is Now an Opportunity.
  • 10. Search covers an important part of the buying life cycle
  • 11. Display Search Awareness Interest Desire Action Drive Awareness and Sales along the entire spectrum of the Buying Cycle and Life Cycle of your products. Buying Life Cycle Display covers the whole spectrum of the buying life cycle !
  • 12. 1 2 12 Display Advertising is at a Tipping Point. Google Confidential and Proprietary 12
  • 13. 13 Vision for Display GDN Offer tools for better planning, targeting and reporting Offer branding opportunities For Advertisers: Reaching users at the moment of relevancy For Users: For Publishers: Applying the science of search to the art of display Intelligently maximizing yield for publisher partners Serving and formats
  • 14. Google Confidential and Proprietary The Google Display Network Some facts and figures
  • 15. What is the Google Display Network? YouTube and Google Sites Partner Sites Sites Games Social Media VideoFeeds Mobile
  • 16. Flexible site placement; targeting options #1 Online Advertising Network Mass Media Niche Media Reach Across both mass-media and niche sites
  • 17. Google Display Network Performances Source : 2010 comScore, Inc, August 2010 4,793 4,605 1,622 1,544 1,527 1,363 1,288 683 372 12 3,099 2,601 39 61 46 97 29 10 18 0 0 10 20 30 40 50 60 70 80 90 0 1,000 2,000 3,000 4,000 5,000 6,000 Tot UV (000) Total PV (MM) %Reach Google Display Network = High Reach!
  • 18. Mapping the Google Display Network in Belgium 18 • 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! Source: Google Internal data / Comscore Aug 10
  • 19. How to target your customers on the Google Display Network ? Contextual Targeting Placement Targeting Remarketing Where They Are Where They Have Been Topic Targeting
  • 20. Contextual Targeting Serve ads to consumers based on the content they’re reading using the most powerful contextual technology in the world Google uses keywords and themes to find the right placements, showing your ads on pages that are the most suitable match for your message
  • 21. Not Your Average Targeting Technology Page Analysis Scan the page1 bikram yoga, bikram yoga for beginners, learning bikram yoga, bikram yoga classes Keywords bikram yoga, yoga classes Themes Analyze the page2 Machine learning technology turns keywords into targetable themes 21
  • 22. How Your Ad Is Matched To A Publisher Ad Matching Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup4 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup5 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup6 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup2 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad ScheduleAdGroup3 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup7 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup8 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup9 AdGroup1 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule Themes Keywords 22
  • 23. Category Targeting Serve ads to consumers based on our categorisation of thousands of sites Choose from over 600 categories Luxury Goods Luxury Auto Sites Travel Sites Golf Sites
  • 24. Placement Targeting Serve ads to consumers based on specific sites on the Google Display Network You can select specific web pages, online videos, games, RSS feeds, and mobile sites to show your ads AdPlanner allows you to search for specific sites based on the audience that you are targeting
  • 25. Remarketing 97% of new site visitors don’t convert on the first visit to your website. Target those people on the Google Display Network to bring them back to your site. Source: Core Metrics UK Benchmarking, March 2009
  • 26. Remarketing 97% of new site visitors don’t convert on the first visit to your website. Target those people on the Google Display Network to bring them back to your site. Source: Core Metrics UK Benchmarking, March 2009
  • 27. Remarketing Reaching people who previously visited your website 2 User visits homepage that was tagged with a remarketing code. 5 … and visits a site of the GDN. Our server recognises the cookie ID and serves the advertiser‘s ad. Internet user visits client site 1 3 Our server collects cookie IDs of every visitor and creates a «user list». User List • Cookie 1357 • Cookie 2468 • Cookie 9753 • … 4 Next time user browses the web … 6 User clicks on the ad and is directed to the advertiser’s site. 2 Cookie 1357 Cookie 1357
  • 28. Full set of creative options to engage with users Ad Format Sizes Standard Image (JPG or GIF) Standard Flash Rich Media Flash 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
  • 29. No penalties for late submission or campaign withdrawals No contracts ever No premiums on different formats (like image, video, rich-media) OR remarketing Price set by market Ensures that you only pay the minimum needed for your ad position; No fixed, inflated pricing, you chose the level to start off at You are in Control: Set Your Own Pricing
  • 30. Client Needs, Targeting Options & AIDA Mapping ROI Reach Branding Placement targeting Topic Targeting Remarketing AIDA user model Keyword targeting
  • 31. Google Display Network Our recommended solution for your marketing need Direct Response Branding Goal •  Drive Purchase, Downloads, Sign-ups and Leads •  Create Awareness •  Generate Interest Targeting •  Category Targeting •  Contextual Targeting •  Remarketing •  Placement Targeting •  Category Targeting Bidding •  CPC •  CPM Ad Format •  Text •  Image •  Rich Media •  Image and CTP Video •  Rich Media •  InStream Video
  • 32. Tools that make our lives easier ! DoubleClick AdPlanner AdWords Placement Tool YouTube Video Targeting Tool Find relevant Sites & Videos AdWords Keyword Tool Search-Based Keyword Tool Google Wonder Wheel Develop keyword themes Google Insights for Search DoubleClick AdPlanner GDN Planning tool Find insights about your audience Plan your campaigns with the largest data set of audience behavior on the internet
  • 33. Thank You. Pascal Van Laere Media Solutions Manager – Google Display Network Pascal.van.laere@google.com