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Google I/O 2014 and Google Display Network Session by GBG Mumbai

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Presentation from our event on Google I/O 2014 highlights and Google Display Network Session by GBG Mumbai on July 19th 2014.

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Google I/O 2014 and Google Display Network Session by GBG Mumbai

  1. 1. I/O Highlights and Google Display Network July 19th 2014 Strategic Partner Networking Partner Support Partner
  2. 2. Chapter Manager - @sree_raman GBG Women Lead - @ImagEmpower @GBGmumbai | #GBGMumbai
  3. 3. What is a GBG? Google Business Group (GBG) is a community of business professionals sharing knowledge about Google web technologies for business success.
  4. 4. GBG Mumbai – The Journey Over 12 events in the last 17 months One event a month I 2014
  5. 5. Launch of GBG Mumbai - Women The launch of Google Business Group-Mumbai Women was on 24th May. It was a great learning experience with +125 people & 3 terrific speakers.
  6. 6. Key Learning from I/O14 @sree_raman
  7. 7. #ioExtended at IIT Mumbai
  8. 8. Click here to view on YouTube http://www.youtube.com/watch?v=ksvdvCDO7pA Google I/O Highlights
  9. 9. Key Figures
  10. 10. Highlight of #io14 in 9 minutes Click here to view on YouTube http://www.youtube.com/watch?v=EgeMgjplANY
  11. 11. Android L I/O 2014 saw the launch of Android L. Developers can get the preview here http://developer.android.com/preview/index.html
  12. 12. Android L – 5000 new APIs • With 5000 new APIs, “L” is the new OS to look forward to • Transition to 64-bit computing • it will drop the Dalvik runtime in favor of ART (Android Runtime) • Project Volta to developers create power-efficient apps • A new camera API gives developers expanded capabilities for image capture and processing • APIs include support for Bluetooth Low Energy Peripheral Mode • Release L bakes in support for Android Wear, Google's new platform for wearables • It also improves Play Games services, adds an App Indexing API for in-app searching, adds new features to Google Drive and Google Wallet, and adds Google Case so media tracks can add closed-caption support
  13. 13. Material Design A visual language for our users that synthesizes the classic principles of good design with the innovation and possibility of technology and science. Know more here http://www.google.com/design/spec/material-design/introduction.html#
  14. 14. Android Wear http://www.android.com/wear/
  15. 15. Android Wear Android Wear was given away to all attendees of I/O 2014, The options were with LG G Watch or Samsung Live. When Moto 360 is launched, the same will be given to all attendees too!
  16. 16. Android Auto The Right information for the road ahead, Android Auto was designed with safety in mind. With a simple and intuitive interface, integrated steering wheel controls, and powerful new voice actions, it’s designed to minimize distraction so you can stay focused on the road. http://www.android.com/auto/
  17. 17. Android TV A world of content and games: Watch hit shows, timeless movies, and viral videos from Google Play, YouTube, and your favorite apps like Netflix. Android games shine on your HDTV with a gamepad. http://www.android.com/tv/
  18. 18. Android TV Less browsing, more watching, Just say what you want to see
  19. 19. Android One The “One” Idea to get the next billion people to use SmartPhones.
  20. 20. Google Fit An open platform that lets users control their fitness data. Google Fit lets developers build smarter apps and manufacturers focus on creating amazing devices. https://developers.google.com/fit/
  21. 21. #Cardboard Google Gave away a box of Cardboard for attendees of I/O to figure out what it was. The Cardboard is a DIY Virtual Reality (VR) using your smartphone. Construct a VR viewer from everyday items you can find in your garage, online or at your local hardware store. Learn here https://gweb-cardboard.appspot.com/
  22. 22. #GBGsummit June 24th, Google, Mountain View, California Search #GBGsummit on Google+ for more
  23. 23. Key Takeaways • ‘Google Outreach’ is now ‘Business and Startup Ecosystem’
  24. 24. Startup Launch
  25. 25. Startup Launch
  26. 26. Startup Launch
  27. 27. Startup Launch
  28. 28. Startup Launch http://developers.google.com/startups
  29. 29. Key Takeaways Launch of GBG Success Stories
  30. 30. One more thing…..
  31. 31. Key Takeaways • Get your success stories featured on top and win $5000 !!! • Visit google.com/landing/gbg/stories to know more or talk to us at gbgmum@gmail.com to participate.
  32. 32. @sandiipporwal Session on Google Display Network
  33. 33. Who am I? Who are you? Introductions
  34. 34. Sandiip Porwal Twitter: @sandiipporwal Linkedin : /in/sandiipporwal Email : business@virtualsnipers.com
  35. 35. Today’s Agenda Google Display Network
  36. 36. What is Display Advertising? Simply put, Display advertising is graphical advertising, on the World Wide Web, that appears on web pages, IM applications, email, etc.
  37. 37. What is Display Advertising? Simply put, Display advertising is graphical advertising, on the World Wide Web, that appears on web pages, IM applications, email, etc. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media.
  38. 38. What is Display Advertising? Simply put, Display advertising is graphical advertising, on the World Wide Web, that appears on web pages, IM applications, email, etc. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media. Rich media, is enhanced media that utilizes a combination of text, audio, still images, animation, video, and content for active engagement.
  39. 39. What is Display Advertising? Simply put, Display advertising is graphical advertising, on the World Wide Web, that appears on web pages, IM applications, email, etc. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media. Rich media, is enhanced media that utilizes a combination of text, audio, still images, animation, video, and content for active engagement.
  40. 40. Display Advertising Display advertising gives you an opportunity, • To create all types of ads - text, image, interactive and video ads. • Place those ads on websites that are relevant to what you’re selling. • Show those ads to the people that are likely to be most interested. • Manage and track your budget, campaigns and results on the go.
  41. 41. What is an Ad Network
  42. 42. What is an Ad Network Ad network An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand.
  43. 43. How ad networks Work?
  44. 44. The Google Display Network GDN
  45. 45. What is the Google Display Network
  46. 46. Google Display Network Google Worldwide • #1 global Internet property with 1 billion searches every day • 1B unique visitors globally per month to Google Sites • #1 in search globally • 955M unique visitors a month on the Google Ad Network and 76.8% reach worldwide • #1 video site YouTube with 2 billion + views a day • The largest global ad network, thousands of sites across a diverse set of inventory
  47. 47. Google Display Ads benefits •millions of sites •placement targeting •contextual targeting •remarketing •multiplier effect on search pricing •pay per click (cpc) •pay per impressions (cpm) format •text • image •flash •video placement •you choose sites •google chooses sites: (contextual targeting) Engage with Internet users through millions of sites using text, rich media, image and video advertising.
  48. 48. Advantages of the Google Content Network Precision & Scale • Reaches millions of Internet users, more than any other network • Target by categories, keywords, demographics, interests, geography, and time • Text ads, display ads, interactive gadget ads, in-video ads, and click-to-play video ads • Reach every conceivable audience in a broad range of online environments – from moms reading recipes to business professionals reading trade articles • Site by site placement performance report, conversion tracking, and Google Analytics • Measure reach, ad effectiveness, and frequency Measurement Various Creative Options Broad Range of Environments
  49. 49. What makes the Google Display Network Advertiser
  50. 50. Google Display Network Publisher | Websites
  51. 51. ** Online User | Visitor | Buyer
  52. 52. Running a GDN Campaign
  53. 53. Targeting Contextual Targeting Keyword Contextual Targeting Show ads on sites related to your keywords
  54. 54. Targeting Contextual Targeting Keyword Contextual Targeting Show ads on sites related to your keywords Topic Targeting Show ads on pages about specific subjects Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups of quality sites related to that topic.
  55. 55. Targeting Contextual Targeting Keyword Contextual Targeting Show ads on sites related to your keywords Placement Targeting Show ads on specific websites that you choose Do you already know which websites your customers visit? Choose a whole site or just the specific pages where you want your ad to appear. Topic Targeting Show ads on pages about specific subjects Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups of quality sites related to that topic.
  56. 56. Targeting Audience Targeting Interest Category Targeting Show ads based on user interests Travel ads for travel fans: that's the simple goal of interest categories.
  57. 57. Targeting Audience Targeting Interest Category Targeting Show ads based on user interests Travel ads for travel fans: that's the simple goal of interest categories. Demographic Targeting Show ads to users based on their age and gender If your typical customer skews toward a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business.
  58. 58. How to Target Customers on Google Display Network Audience Targeting Interest Category Targeting Show ads based on user interests Travel ads for travel fans: that's the simple goal of interest categories. Remarketing Bring good customers back Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple: People who have already visited your site are shown your ads as they browse other sites on the Google Display Network. Demographic Targeting Show ads to users based on their age and gender If your typical customer skews toward a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business.
  59. 59. How to Target Customers on Google Display Network Audience Targeting Interest Category Targeting Show ads based on user interests Travel ads for travel fans: that's the simple goal of interest categories. Remarketing Bring good customers back Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple: People who have already visited your site are shown your ads as they browse other sites on the Google Display Network. Demographic Targeting Show ads to users based on their age and gender If your typical customer skews toward a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business. Geo / Language Targeting Show ads where your customers are located Ready to reach English speakers across the globe? Or Spanish speakers just in your town?
  60. 60. How to Target Customers on Google Display Network Audience Targeting Interest Category Targeting Show ads based on user interests Travel ads for travel fans: that's the simple goal of interest categories. Remarketing Bring good customers back Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple: People who have already visited your site are shown your ads as they browse other sites on the Google Display Network. Demographic Targeting Show ads to users based on their age and gender If your typical customer skews toward a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business. Geo Targeting Show ads where your customers are located Ready to reach English speakers across the globe? Or Spanish speakers just in your town?
  61. 61. Other Tools
  62. 62. Bidding / Pricing Cost-per-click (CPC) • Pay only when someone clicks on your ad. • If your goal is to drive traffic to a website, this is the right choice for you. • The amount of your bid is a key factor in determining whether your ad is showing in the places where you want.
  63. 63. Bidding / Pricing Cost-per-click (CPC) • Pay only when someone clicks on your ad. • If your goal is to drive traffic to a website, this is the right choice for you. • The amount of your bid is a key factor in determining whether your ad is showing in the places where you want. Cost-per-thousand impressions (CPM) • Pay each time your ad is viewed, regardless of clicks. • Pricing is per one thousand views. • If you want to show your ad to as many people as possible and you care less about clicks, this may be the right choice for you.
  64. 64. Bidding / Pricing Cost-per-acquisition (CPA) • Set a target CPA - the amount you're willing to pay for each conversion • The Conversion Optimizer comes into action here, managing your bids so your ad shows in the auctions most likely to lead to conversions. • If your goal is to drive online transactions, this is the right choice for you. Cost-per-click (CPC) • Pay only when someone clicks on your ad. • If your goal is to drive traffic to a website, this is the right choice for you. • The amount of your bid is a key factor in determining whether your ad is showing in the places where you want. Cost-per-thousand impressions (CPM) • Pay each time your ad is viewed, regardless of clicks. • Pricing is per one thousand views. • If you want to show your ad to as many people as possible and you care less about clicks, this may be the right choice for you.
  65. 65. Bidding / Pricing Cost-per-acquisition (CPA) • Set a target CPA - the amount you're willing to pay for each conversion • The Conversion Optimizer comes into action here, managing your bids so your ad shows in the auctions most likely to lead to conversions. • If your goal is to drive online transactions, this is the right choice for you. Cost-per-click (CPC) • Pay only when someone clicks on your ad. • If your goal is to drive traffic to a website, this is the right choice for you. • The amount of your bid is a key factor in determining whether your ad is showing in the places where you want. Cost-per-thousand impressions (CPM) • Pay each time your ad is viewed, regardless of clicks. • Pricing is per one thousand views. • If you want to show your ad to as many people as possible and you care less about clicks, this may be the right choice for you.
  66. 66. Google Display Network – Do & Don'ts
  67. 67. Lets look at some more basics
  68. 68. Display Network Dashboard
  69. 69. Placement Performance Reports Domain and URL level reporting - See the sites where your ads appeared, at the domain or URL level Site-by-site* performance metrics - Understand how your ads are performing on each site through click, impression, cost and conversion metrics Special category reporting - See performance metrics broken out by categories such as Domain ads or Error page ads The Placement Performance report provides increased transparency and control to help you meet your ROI objectives on the GDN. *At this time, site-by-site metrics are only available for content pages. Sites participating in the AdSense for domains (AFD) and AdSense for error pages (AFE) programs are reported in aggregate until site-level reporting is available in the future.
  70. 70. Optimize for success • 1. Re-evaluate keyword lists and ad text • Are your ads appearing on irrelevant pages? Take steps to optimize keyword lists and ads. • Consider creating content-only campaigns to tailor ad groups specifically for content. • 2. Utilize the site targeting feature • Site targeting may be used to directly target well-performing sites •Please note that site targeting utilizes CPM bidding • 3. Consider the site exclusion feature • Use the site exclusion tool to exclude sites which are not converting well • Avoid excluding sites based on subjective judgments on content or site quality •Page content is dynamic and may change from the time users viewed it to the time you viewed the report •Sites or pages you don’t find to be relevant, users may find to be useful Placement Performance Report Best Practices
  71. 71. Remarketing WHY REMARKETING Re-engage with visitors after they’ve left your website Bring back unconverted visitors and improve ROI
  72. 72. More about Remarketing…
  73. 73. Secret ! The most measurable form of online advertising are search ads—ads linked with results from search queries—which can translate directly into clicks and purchases by placing a product before customers at the exact moment they are making a purchase decision. Display ads are much more visible and are known to boost search ROI by as much as 20%. By raising brand awareness display ads contribute to a consumer’s eventual decision to click on a search ad.
  74. 74. The Attribution Problem When you look at consumers behavior online, they do a search on Google when they are on their way to make a decision. So search ads get all the credit / attribution for the sale despite other activities which may have influenced a final decision. This is the attribution problem — that is, you can’t tell which ad to attribute the eventual decision to buy. Most companies allocate their advertising budgets in a very ad hoc manner. Some might go a step further by running experiments to determine which type of ad is more effective. While this might help pinpoint the persuasiveness of ads, it is not much help to measure their impact over time. The only way to truly determine the efficacy of display ads versus search ads is to watch the effects over time, and to see how modifications in budget allocations change customers’ purchase decisions.
  75. 75. * Until we meet again….

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