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Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Display Campaign
Loretta
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Tell me about yourself
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketi...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Be Top of Mind
“The real challenge of marketing
is ...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
79%
of time online is
spent outside search
21%
of t...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Be Top of Mind
3:00pm
Browse
the web
6:00pm
Look up...
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketi...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
The Google AdWords solution
Google Confidential and...
Google Confidential and ProprietaryGoogle Confidential and ProprietarySource: ComScore, July 2013
90%
of global internet
u...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
6000+partners
2bndaily impressions
And more…
Google...
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketi...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Structure
Campaign
Ad Group
Ad
Account
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Text ads
a
Display ads
b
If you don’t have display ...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Mobile App Ads
c
Both text and image ads in the bel...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Technical Requirement
See Details
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketi...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Structure
Campaign
Ad Group
Ad
Account
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Targeting: Reach across marketing objectives
Device...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
DEMOGRAPHICS/ DEVICE/
LOCATION
Women 35+, $100K+/ye...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Device Targeting
Go Mobile
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Topic Targeting
Buy against content that aligns wit...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Placement Targeting
Select sites to target with you...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Keyword Targeting
Use keywords to define who sees y...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Location Targeting
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Demographic Targeting
Age
Gender
Parental Status
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Interest Targeting
1) Affinity Targeting
Based on R...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Create your own
segment by using free
form interest...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Expand to more customers
Reach up to 20% more poten...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
How it Works
Leverage Google’s algorithm that uses ...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Display Select Keywords Keyword Contextual
Targetin...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
DEMOGRAPHICS/ DEVICE/
LOCATION
Women 35+, $100K+/ye...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Re-engage users who previously visited your site an...
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketi...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Interest Topic Interest Topic
Bid Only Target and B...
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Bid by CPM (cost per thousand impressions) but only...
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketi...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Lightbox ads: invite engagement with your brand
Bui...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Strong Engagement
35seconds
people spend an average...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Ready in minutes, from your existing assets
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketi...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
72% of advertisers say they increase revenue throug...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Site Category Exclusion
Placement Exclusion
Source:...
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
1) Marketing Strategy
2) ...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
70%
Of the users are watching
Online video every we...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
3 out of 4consumers
are watching online video
on th...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
O2O
Online to Offline
Campaign
Youtube Masthead 100...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
TrueView Ads
TrueView
IN-STREAM
Users choose to vie...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Actions that will increment the view count
and char...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Drive follow-on...
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
1) Marketing Strategy
2) ...
Google Confidential and Proprietary
TrueView In-display Measurements & Benchmarking
All reporting for TrueView in-display ...
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TrueView best practices
1
2
3
4
Make relevant or in...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
YouTube Targeting
Available
targeting
Age / Gender
...
Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
1) Marketing Strategy
2) ...
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Call-to-action Overlay
Call-to-action overlay
to dr...
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An icon appears as the
video starts or
whenever the...
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Today’s Agenda
1) Marketi...
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Tools
Display planner
Rich Media Gallery
Rich Media...
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THANK YOU!!!!!!!! :)
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AdWords Academy Display Campaign/多媒體廣告優化

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In this course, we have covered have-to-know knowledge to do a good Display Campaign with AdWords including: 1) Some up-to-date marketing strategy to keep in mind; 2) Understanding General Display Campaign by its structure, format, targeting, bidding and performance evaluation; 3) Understanding Video Campaign by its structure, format, optimization approaches, and other extra ad functions of YouTube; 4) Introduction of Gmail Ads and some several useful tools to plan and optimize your Display AdWords Campaign.

在本次課程中,我們同大家分享了與多媒體展示廣告相關的基礎知識和優化策略,包括:1)如今網絡營銷的最新趨勢;2)從廣告結構、形式、定位以及成效評估等方面了解多媒體廣告;3)從廣告結構、形式、優化方法和額外功能了解如何利用YouTube製作多媒體廣告;4)認識其他可以幫助優化多媒體廣告的有效工具。

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AdWords Academy Display Campaign/多媒體廣告優化

  1. 1. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Display Campaign Loretta
  2. 2. Google Confidential and ProprietaryGoogle Confidential and Proprietary Tell me about yourself
  3. 3. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Today’s Agenda 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Tools
  4. 4. Google Confidential and ProprietaryGoogle Confidential and Proprietary Be Top of Mind “The real challenge of marketing is all about availability—available in the mind and in the store.” From “How Brands Grow” by Professor Byron Sharp Voted Best Marketing Read of Summer (2013) by Advertising Age readers Be Your Customers Remember You See You Know Your Brand Awareness Consideration Conversion Retention
  5. 5. Google Confidential and ProprietaryGoogle Confidential and Proprietary 79% of time online is spent outside search 21% of time online is spent searching How do you connect with consumers when they aren’t necessarily searching for you? Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org across websites, mobile, YouTube, and Gmail
  6. 6. Google Confidential and ProprietaryGoogle Confidential and Proprietary Be Top of Mind 3:00pm Browse the web 6:00pm Look up recipe on tablet 10:00pm Watch video from a friend 8:00pm Listen to a new song 8:00am Check mail on phone Google Confidential and Proprietary be there when they are looking to be educated, entertained, and inspired
  7. 7. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Today’s Agenda 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools
  8. 8. Google Confidential and ProprietaryGoogle Confidential and Proprietary The Google AdWords solution Google Confidential and Proprietary Pre-launch: seed awareness1 At launch: build fast awareness2 Maintain awareness & increase consideration3 Lightbox ads Focus on influencers Display ads Search ads Mastheads Lightbox ads Display ads TrueView ads
  9. 9. Google Confidential and ProprietaryGoogle Confidential and ProprietarySource: ComScore, July 2013 90% of global internet users The Google Display Network reaches Across ad formats: 2M+ websites Ads are served across Image ads Text ads Ads on mobileVideo ads An Overview of the Google Display Network
  10. 10. Google Confidential and ProprietaryGoogle Confidential and Proprietary 6000+partners 2bndaily impressions And more… Google Display Network to create a Buzz Effect
  11. 11. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Today’s Agenda 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools
  12. 12. Google Confidential and ProprietaryGoogle Confidential and Proprietary Structure Campaign Ad Group Ad Account
  13. 13. Google Confidential and ProprietaryGoogle Confidential and Proprietary Text ads a Display ads b If you don’t have display creatives, Ready Ad Gallery features pre-built ad templates that you can preview and add to your campaign instantly. 1 in every 3 ads on the Google Display Network are text-only, and text ad inventory is proprietary to Google advertisers. Source: Google Internal Data
  14. 14. Google Confidential and ProprietaryGoogle Confidential and Proprietary Mobile App Ads c Both text and image ads in the below formats can run on mobile sites/apps. Anchor ads, interstitials, and native ads run on mobile first inventory however. Source: Google Internal Data Text ads Image ads +
  15. 15. Google Confidential and ProprietaryGoogle Confidential and Proprietary Technical Requirement See Details
  16. 16. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Today’s Agenda 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools
  17. 17. Google Confidential and ProprietaryGoogle Confidential and Proprietary Structure Campaign Ad Group Ad Account
  18. 18. Google Confidential and ProprietaryGoogle Confidential and Proprietary Targeting: Reach across marketing objectives Device Topic/ Placement Display Keywords Location Demographic/ Interests Remarketing
  19. 19. Google Confidential and ProprietaryGoogle Confidential and Proprietary DEMOGRAPHICS/ DEVICE/ LOCATION Women 35+, $100K+/year HHI INTEREST (AFFINITY) AUDIENCES Travel Enthusiasts TOPIC TARGETING Viewed travel pages KEYWORD Viewed best waves in Honolulu REMARKETING Re-engage with existing site visitors DISPLAY SELECT KEYWORDS Viewing best waves in Honolulu Awareness Consideration Purchase CUSTOM AFFINITY AUDIENCES Surfing fanatics PLACEMENT TARGETING Viewed travel sites or apps INTEREST (IN-MARKET) AUDIENCES Intending to book hotels Targeting: Reach across marketing objectives
  20. 20. Google Confidential and ProprietaryGoogle Confidential and Proprietary Device Targeting Go Mobile
  21. 21. Google Confidential and ProprietaryGoogle Confidential and Proprietary Topic Targeting Buy against content that aligns with your brand Over 1750 topics/ sub-topics ● Arts and Entertainment ● Autos and Vehicles ● Beauty and Fitness ● Books and Literature ● Business and Industrial ● Computers and Electronics ● Finance ● Food and Drinks ● Games ● Health ● ...
  22. 22. Google Confidential and ProprietaryGoogle Confidential and Proprietary Placement Targeting Select sites to target with your message. Run ads only on sites that you have hand- picked. Reach your customers where they spend time. Get more (or less) traffic by setting individual bids.
  23. 23. Google Confidential and ProprietaryGoogle Confidential and Proprietary Keyword Targeting Use keywords to define who sees your ad [Camera]
  24. 24. Google Confidential and ProprietaryGoogle Confidential and Proprietary Location Targeting
  25. 25. Google Confidential and ProprietaryGoogle Confidential and Proprietary Demographic Targeting Age Gender Parental Status
  26. 26. Google Confidential and ProprietaryGoogle Confidential and Proprietary Interest Targeting 1) Affinity Targeting Based on Real Behavior 2) In-Market Audiences people who are actively researching and intending to buy products and services you offer
  27. 27. Google Confidential and ProprietaryGoogle Confidential and Proprietary Create your own segment by using free form interests entered as keywords and/or using URLs as a proxy for interest bundles. Target and customize your audience based off a predefined audience Entering URLs that are relevant to your user establishes a theme that embodies the ideal customer. Note: Affinity Audiences can be utilized for Video Ads on YouTube as a targeting method as well Custom Affinity Segment
  28. 28. Google Confidential and ProprietaryGoogle Confidential and Proprietary Expand to more customers Reach up to 20% more potential customers at a comparable CPA. Simple setup Check one box in AdWords to activate auto- optimized targeting. Supports both conversion-tracked and non-conversion- tracked ads. Explore new inventory Powerful algorithm saves you time by managing and optimizing new targeting for you. Boost your current targetings and display campaigns with auto-optimized targeting using Google’s machine learning algorithms Auto Targeting
  29. 29. Google Confidential and ProprietaryGoogle Confidential and Proprietary How it Works Leverage Google’s algorithm that uses a variety of signals to match your keyword targeted ads to sites when your customers are likely to convert. We match your ad based on the customer’s purchase intent, using keyword selection, predictive conversion models, and other criteria. Selective contextual targeting 35% better performance 60% better conversion rates Enhanced control and predictability Reach customers browsing relevant content to your keywords and have high likelihood to purchase your products or services Display Select Keywords
  30. 30. Google Confidential and ProprietaryGoogle Confidential and Proprietary Display Select Keywords Keyword Contextual Targeting Selectivity Highly Selective (~20% traffic), Conservative Open, Broad Performance Bottom funnel Mid Funnel Ads May Show Primarily on contextually relevant pages Across contextually relevant pages or pages where we detect the user is contextually relevant What goes into the targeting ● Contextual Matching (Higher Keyword-To- Page Relevance Threshold) ● Predictive Conversion Models ● All Elements of Display Select Keywords Targeting ● Recent user browsing history ● Predicted user interest to page context mapping Suitable for ● Performance focused with limited budget ● Narrow Margins ● Niche target audience ● New to Display/ Search only ● Doesn’t mind traffic Low price point, mass-appeal products; shallow conversions; high volume objectives
  31. 31. Google Confidential and ProprietaryGoogle Confidential and Proprietary DEMOGRAPHICS/ DEVICE/ LOCATION Women 35+, $100K+/year HHI INTEREST (AFFINITY) AUDIENCES Travel Enthusiasts TOPIC TARGETING Viewed travel pages KEYWORD Viewed best waves in Honolulu REMARKETING Re-engage with existing site visitors DISPLAY SELECT KEYWORDS Viewing best waves in Honolulu Awareness Consideration Purchase CUSTOM AFFINITY AUDIENCES Surfing fanatics PLACEMENT TARGETING Viewed travel sites or apps INTEREST (IN-MARKET) AUDIENCES Intending to book hotels Targeting: Reach across marketing objectives
  32. 32. Google Confidential and ProprietaryGoogle Confidential and Proprietary Re-engage users who previously visited your site and show them relevant ads across the web How it Works By adding a piece of code across your website, you can create user lists of people who are visiting your site. You can later connect with these potential customers while they search on Google or browse other websites. Reach customers with precise messaging Adapt your message to your customer using precise and easy-to- build user lists. Beautiful and relevant ads Create text, display and dynamic creatives in seconds with our simple ad gallery tool. Scale campaign reach Enhance additional search and display campaigns using your audience lists. MORE REMARKETING BEST PRACTICES Note: Remarketing lists can be utilized for Video Ads on YouTube as a targeting method and for Search ads (RLSA) as well Display Remarketing NEXT WORKSHOP
  33. 33. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Today’s Agenda 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools
  34. 34. Google Confidential and ProprietaryGoogle Confidential and Proprietary Interest Topic Interest Topic Bid Only Target and Bid Bidding Options Display Bid Adjustment
  35. 35. Google Confidential and ProprietaryGoogle Confidential and Proprietary Bid by CPM (cost per thousand impressions) but only pay when at least 50% of your ad is on screen for over one second. Only pay when your ad is viewable, not just served Source: Google Internal Data, 2014 SEE ACTIVE VIEW IN ACTIONViewable CPM Bidding
  36. 36. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Today’s Agenda 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools
  37. 37. Google Confidential and ProprietaryGoogle Confidential and Proprietary Lightbox ads: invite engagement with your brand Build once, runs everywhere. Pay only for engaged users User is invited to engage Only pay when people tap or hover to expand 100% SOV on expansion
  38. 38. Google Confidential and ProprietaryGoogle Confidential and Proprietary Strong Engagement 35seconds people spend an average of 35 seconds engaging with your brand experience
  39. 39. Google Confidential and ProprietaryGoogle Confidential and Proprietary Ready in minutes, from your existing assets
  40. 40. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Today’s Agenda 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools
  41. 41. Google Confidential and ProprietaryGoogle Confidential and Proprietary 72% of advertisers say they increase revenue through better measurement. Source: eConsultancy Marketing Attribution Worldwide Survey, February 2012 Conversions View-through Conversions (VTCs) Clickthrough Rate (CTR) Setting up conversion tracking is crucial to understand how clicks lead to a desired site action (e.g. sales, leads, phone calls). VTCs measure assist conversions, where a customer sees - but doesn’t click - a display ad before converting on your site. If you are unable to implement conversion tracking use CTR to see how campaigns are driving traffic, using a general benchmark for display campaigns of 0.10%. Measuring Display Performance
  42. 42. Google Confidential and ProprietaryGoogle Confidential and Proprietary Site Category Exclusion Placement Exclusion Source: Google Internal Data, 2014 Optimization
  43. 43. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools Today’s Agenda
  44. 44. Google Confidential and ProprietaryGoogle Confidential and Proprietary 70% Of the users are watching Online video every week What are the users watching? 31% are watching music videos 17% are watching travel related content 15% are watching sport Tomorrow’s TV is Online Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
  45. 45. Google Confidential and ProprietaryGoogle Confidential and Proprietary 3 out of 4consumers are watching online video on their smartphones* Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
  46. 46. Google Confidential and ProprietaryGoogle Confidential and Proprietary O2O Online to Offline Campaign Youtube Masthead 100% SOV - The Ultimate Engagement with Customers 4.2M Daily Cross-device Impressions (HK) Google Confidential and Proprietary Unlock Creativity SAMSUNG DEMO P&G DEMO SKYFALL DEMO
  47. 47. Google Confidential and ProprietaryGoogle Confidential and Proprietary TrueView Ads TrueView IN-STREAM Users choose to view or skip your In Stream ad TrueView IN-DISPLAY Users click to view your video while searching on YouTube or while browsing content across YouTube videos and the web.
  48. 48. Google Confidential and ProprietaryGoogle Confidential and Proprietary Actions that will increment the view count and charge for a view 3 7 8 1 6 5 42 9 1. Watch 30 seconds, or to completion if the ad is less than 30 seconds 2. Click Channel Title/Avatar 3. Click the Video Title 4. Click on Card’s teaser 5. Click Share 6. Click Companion Banner/Video Wall 7. Click on Call-to-Action overlay 8. Click to visit advertiser’s site 9. Click to Install on Mobile App Promo People who choose to watch are more engaged 75%
  49. 49. Google Confidential and ProprietaryGoogle Confidential and Proprietary Google Confidential and Proprietary Drive follow-on actions with Trueview Ads Companion Banner TrueView ads are 10x more likely to drive relevant search behavior
  50. 50. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools Today’s Agenda
  51. 51. Google Confidential and Proprietary TrueView In-display Measurements & Benchmarking All reporting for TrueView in-display will be available in the AdWords for Video interface: ● Impressions ● Views ● CPV ● Spend ● Clicks ● Video Played Percentiles: 25%, 50%, 75%, 100% Measurements Benchmarking Benchmark CPV Benchmark VTR $0.12 - 0.21 0.32% - 0.53%
  52. 52. Google Confidential and ProprietaryGoogle Confidential and Proprietary TrueView best practices 1 2 3 4 Make relevant or interesting ads that people want to watch (like content) Spark curiosity in the first 5 seconds to increase view rate (for in-stream) Shorter is better. Completion rates double for :15s vs :30s. Longer can work if creative is engaging, like movie trailers. Narrowing relevant targeting will increase view rates, but may decrease overall views
  53. 53. Google Confidential and ProprietaryGoogle Confidential and Proprietary YouTube Targeting Available targeting Age / Gender Geo / Language/ Device Remarketing Topics / Interests Keyword/ Placement
  54. 54. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Gmail Ads 6) Tools Today’s Agenda
  55. 55. Google Confidential and ProprietaryGoogle Confidential and Proprietary Call-to-action Overlay Call-to-action overlay to drive actions
  56. 56. Google Confidential and ProprietaryGoogle Confidential and Proprietary An icon appears as the video starts or whenever the player controls are showing 1 A teaser is shown at designated times for a few seconds 2 3 Tapping the teaser or icon at any point in the video will open the Cards drawer 5 Tapping on the customizable text “Shop now,” leads user to advertiser’s website, product page, video, or video playlist 4 Users can swipe to browse the Cards in the Cards drawer Cards provide a consistent and intuitive experience to interact with your brand
  57. 57. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary Today’s Agenda 1) Marketing Strategy 2) Display Campaign Overview 3) General Display Ads a) Structure & Ad Format b) Targeting c) Bidding d) Lightbox Ad e) Performance Evaluation 4) Video Campaign a) Structure & Ad Format b) Optimization c) YouTube Extras 5) Tools
  58. 58. Google Confidential and ProprietaryGoogle Confidential and Proprietary Tools Display planner Rich Media Gallery Rich Media Gallery/Display Benchmark Google Web Designer Lightbox Demo Builder
  59. 59. Google Confidential and ProprietaryGoogle Confidential and Proprietary THANK YOU!!!!!!!! :)

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