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Webinar: The Google Display Network: How, When & Why to Use It


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The Google Display Network reaches 92% of US Internet users, making it the #1 display ad network in the country. But most small business marketers still aren’t taking advantage of this highly cost-effective and flexible advertising medium. We want to change that!

In this free webinar, The Google Display Network: How, When & Why to Use It, WordStream Founder Larry Kim, as well as Google’s Strategic Partner Manager Sher Khan and Account Strategist Hruthika Charan, will show you:

- Why the Google Display Network is so powerful for SMBs
- What part of your marketing funnel you should target with Google Display
- How to make the most of remarketing and other display formats and options

Published in: Technology
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Webinar: The Google Display Network: How, When & Why to Use It

  1. 1. Webinar:The Google Display Network:How, When & Why to Use ItLarry Kim, WordStreamSher Khan, GoogleHruthika Charan, GoogleNovember 8, 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda• The Display Advertising Landscape• Role of Display Advertising in Purchase Cycle• Case Study: Remarketing on the Google Display Network 2
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #gdnwebinar in your Google+ status updates,Twitter tweets,, etc. 3
  4. 4. Speaker Introductions #gdnwebinar• Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools• Sher Khan – Strategic Partner Manager, Google• Hruthika Charan – Account Strategist, Google 4
  5. 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Poll Question 1: How much time do you spenddoing PPC work every week? #gdnwebinara) Im supposed to do work in my PPC account every week?b) < 1 hour / weekc) 1-10 hours / weekd) 10-39 hours / weeke) +40 Hours / week - its my full time job! 6
  7. 7. Poll Question 2: Are you Advertising on the GoogleDisplay Network? #gdnwebinara) What’s the Google Display Network?b) I tried in the past, but am not using the Google Display Network right now.c) Yes. I am currently Advertising on the Google Display Network! 7
  8. 8. The Display LandscapeThe Role of Display in the Purchase Cycle Google Confidential and Proprietary 8
  9. 9. #1 network reach in the US 92% reach across millions of sites, videos and devices Display Network Adsense publisher Doubleclick ad Google O&O network exchange properties • 204M visitors/month • Hundreds of premium YouTube • 92% of U.S. internet users publishers, with hundreds of • 108M U.S. visitors/month millions of ad placements • 317B impressions/month available every day • 1B+ video views/day • Hundreds of comScore • 2nd largest search engine 1000 sites • 5% of all online time spent Google sites • Finance 3.1M visitors/month • Blogger 8.1M visitors/month Sites Feeds Games Social media Video MobileSources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis, Google Confidential and Proprietary 9
  10. 10. Display Network Right person Right time Right message • Target a custom segment Layer contextual targeting • Customize creative base on specific on top of audience based on user behavior, demographics, lifestyle, targeting to reach users in interests or psychographics and the right mind set demographics behavior data • Topic targeting • Rich media drives user • Reach qualified based on • Keyword contextual engagement and recall interests and intent to targeting purchase • Placement targeting • Engage past site visitors with remarketing At scale: 92% reach of U.S. Internet users - 204m visitors/monthSources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis, Google Confidential and Proprietary 10
  11. 11. Customers consider, evaluate & advocate online 95% of time online is spent on content where display can reach users Search 5% Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email and so on…. Everything else ….the display network reaches 95% these users, placing ads across millions of publisher sites in addition to YouTube and Gmail.Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. Google Confidential and Proprietary 11
  12. 12. Display advertising is mature and still fast growing Google Confidential and Proprietary 12
  13. 13. The Display LandscapeThe Role of Display in the Purchase CycleCase Study Google Confidential and Proprietary 13
  14. 14. Today’s customer moves through phasesDisplay plays an important role at each phase of the purchase cycle Customer purchase funnel GDN features Awareness Contextual Targeting Audience Engagement Interest Interest category / similar users targeting Consideration Intent interest, remarketing Purchase Display + search Google Confidential and Proprietary 14
  15. 15. Awareness Interest Purchase ConsiderationDo people in your target audience recognize thatyou advertised online recently?Perception and recent touch points are critical Right message Awareness (Creative) Interest Video Image Consideration Rich media Expandables Purchase The Google Display Network supports an expanding list of ad formats that you can choose from including text ads as well Google Confidential and Proprietary 15
  16. 16. Awareness Interest Purchase ConsiderationKeyword contextual targetingRelevant sites based on keywords you chose How it works? You’re advertising green cleaning solutions, a highly relevant product for this reader Our technology matches your ad based on the keywords on this page Relevant ad is served precisely as the user is reading the page Thousands of times every second, across the web Google Confidential and Proprietary 16
  17. 17. Targeting customers when they’re evaluatingActive period where brands are added or subtracted Targeting types High Awareness Interest categories Impressions Interest Topics Keyword contextual Consideration Placement Low Similar Users Purchase Low CPM High The Google Display Network combines the best contextual and audience targeting in the world with the scale of reaching 92% of US internet users Google Confidential and Proprietary 17
  18. 18. Awareness Interest Purchase ConsiderationPlacement targetingSelect sites to target with your message • Serve ads to consumers based Mike’s Travel Blog on specific sites on the Google Display Network ---- your ad here • Machine Learning Technology _______ understands the meaning of a __ _______ page __ _______ ___ Google Confidential and Proprietary 18
  19. 19. Awareness Interest Purchase ConsiderationDemographic TargetingLocate your best prospects based on age and gender Extend your brand reach within a demographic 65+ Customize creative for various demographic groups Exclude certain groups from campaigns Combine with other targeting to reach even more specific audiences Google Confidential and Proprietary 19
  20. 20. Awareness Interest Purchase ConsiderationTopic Targeting: relevant reach at scaleAlternative to selecting individual sites. Google has categorisedthousands of sites and pages for you. Choose from over 1700 40+ auto sub-categories topics or sub topics, like luxury auto sites automotive: BMW travel or insurance, to automotive: Lexus automotive: Mercedes-Benz achieve easy-to-scale reach across relevant, pre- 20+ travel sub-categories personal travel sites categorized sites travel: adventure travel travel: air travel travel: vacation destinations Topics work together with 20+ shopping sub-categories luxury goods placements, so you shopping: luxury goods can target sports on the shopping: gems and jewelry 20+ sports sub-categories golf sites sports: golf Google Confidential and Proprietary 20
  21. 21. Awareness Interest Purchase ConsiderationInterest categoriesTarget users interested in specific content. Google analyses thewebsites a user visits over a period of time and recognises people’sinterests. Big Smart • 1000+ interest categories • Sophisticated blend of overall • 100 billion impressions monthly interests, recent session and current page • 500m+ daily internet users • all ad formats Google Confidential and Proprietary 21
  22. 22. Audience & behavioral data reaches qualified prospects Remarketing and demographic & interest category targeting drive ROI Awareness Remarketing can engage past site visitors Interest Users who have visited your web site Consideration Interest category and demographic targeting Purchase can reach more qualified customers Men 18-34 Shopping Sports Automobile* 2010 Google study. Google Confidential and Proprietary 22
  23. 23. Awareness Interest Purchase Consideration Re-engage with previous visitors - X Your Site 96% of people who visit a website leave without completing the actions marketers want them to take 70% of people abandon their shopping cart without Your Ad completing a purchaseForrester 2010 Google Confidential and Proprietary 23
  24. 24. Awareness Interest Purchase ConsiderationRemarketingEngage past site visitors & convince on-the-fence customers to convert Users who have Find those consumers across Bring them visited your web site the web back to your website Google Confidential and Proprietary 24
  25. 25. Awareness Interest Purchase Consideration1. Reachmore users Reach 2. Reach them frequently Frequency 3.On various pages Diversity Of the typical remarketing Reach them on between As they visit 20 or more pages audience, find on a typical day across 84% 10-18 days 5-10 sites …within a month … or more out of the month … of which all pages and sites have ad space available to Google Display Network buyers Google Confidential and Proprietary 25
  26. 26. Awareness Interest Purchase Consideration1. Reachmore users Reach Reach them quickly 2. Frequency 3.And at scale Diversity Reach more users Reach them quickly 84% Instantly 1Bn Re-engage of people on a typical users served hundreds of lost customers remarketing list billions of impressions (within a month) every month Google Confidential and Proprietary 26
  27. 27. Awareness Interest Purchase ConsiderationRemarketing performance From our 2010 study, the typical account gets: 28 % 51 % 52 % lower CPA higher conversion rate higher CTR …on remarketing compared to rest of display Google Confidential and Proprietary 27
  28. 28. Awareness Interest Purchase ConsiderationSimilar AudiencesFind new consumers who share browsing activity similar to yourexisting remarketing audience Reach target audience at scale We think of it as a personalized interest category for an individual product or service, but in the industry it is also called "lookalike" technology Advertisers see 3X the clicks and conversions compared to remarketing alone Google Confidential and Proprietary 28
  29. 29. Awareness Interest Purchase Consideration Targeting customers when they’re in-market Search and shopping cart activity are strong signals of intent Remarketing can engage Awareness shopping cart abandoners Studies show remarketing Users who abandoned the drives 51% higher Interest shopping cart process conversions* Search Search+display Consideration 40% 30% Combining display with 20% search drives purchase Purchase intent by an 10% incremental 7 points** 0% Likelihood to purchase*2010 Google study.** Iprospect & comscore real branding implications of digital media - aug’11. Share of exposed respondents who answered affirmative. Google Confidential and Proprietary 29
  30. 30. INSERT BRADS SLIDES HERE Case Study:• INSERT BRAD’S SLIDES HERE WordStream How uses the Google Display Network & Remarketing CONFIDENTIAL – DO NOT DISTRIBUTE 30
  31. 31. Case Study: How WordStream Uses Remarketing + GDN• About WordStream and our Advertising Goals• Making the Case for Remarketing + GDN• Our Approach• The Results! 31
  32. 32. Our Primary Goal for PPC Advertising: Lead Generation Drive visitors via PPC, SEO, Social Traffic Generation Activities Media Marketing, Blogging, Email Marketing, etc. Drive to our AdWords Grader, PPC Offer Sign Up Advisor Trial, or White Paper. Site visitor remarketing drives 51% Customer Signup higher conversions Key Challenge: The Conversion Rate from Website Visitor to Offer Sign up is in the mid single digits. Most of the time, visitors do not sign up for an offer. 32
  33. 33. The Case for Remarketing on GDN• Opportunity: – Can we increase repeat visitor rates? – Can we target abandoners and turn them into leads? 33
  34. 34. Audience Definition Strategy• We Defined 4 Audiences 34
  35. 35. Our Ads 35
  36. 36. Our GDN + Remarketing Campaign Today• Impressions: 20 Million Ad Impressions / Month• Avg. Click Through Rate: 0.2%• Cost Per Lead – For Remarketing Campaigns: 10% Less than our CPA for Google Search – For Managed Placement Campaigns: +20% higher than Google Search Campaigns 36
  37. 37. Our Account Today (Continued)• Site Repeat Visitors: From 20.76% -> 28.89%• Spend: Approximately 40% of our AdWords Budget goes to GDN (This is High. Typically 15-20%) 37
  38. 38. Impact on Brand Recall
  39. 39. Case Study Summary• GDN + Remarketing Highly Effective Funnel Optimization Tool• Drives conversions (Leads) at attractive CPA while improving Brand Recall!• Worth the effort! 39
  40. 40. Remarketing Checklist Install remarketing tag on your website Define campaign strategies based on specific marketing objectives e.g. target shopping cart drop outs, visits to the main homepage, etc. Create Ads (display ads + text ads) Adjust Bids Optimize performance 40
  41. 41. Poll Question 3: Are you interested in help withRemarketing?Would you like to learn about how WordStreamcan help you get started with Remarketing? a) Yes! b) No Thanks. 41
  42. 42. Your Questions Thank you for attending: The Google Display Network: How, When & Why to Use It #gdnwebinar Learn about our services! Or contact us directly: Larry Kim 42