Display Advertising Strategy

Display Targeting Strategies
for Direct Response
A Google Display Network Webinar

June 2011
Tweeting?: #GDN Google Confidential and Proprietary

Send us questions at @GoogleDisplay

Housekeeping

Look for follow-up email.

Questions?On Measurement
A Word Type in chat window.

A Word On Measurement
Take our survey!

Tweeting?: #GDN Google Confidential and Proprietary 2


Tweeting?

Use the following hashtag:
#GDN
Send us questions at:
@GoogleDisplay



David Monsees
Product Manager, Google Display

davidmonsees@google.com

Laura Bierbower
Google Display Network Specialist

lbierbower@google.com



Agenda

The Display Opportunity

Targeting Options & Strategies




The right MAGIC The right ad
audience MOMENT



A Direct Response Marketer Is Always Balancing

Conversions PPC, CPC, CTR,
PFP, CPL, CPA,
UV, ROAS. Great! And
what about
the ROI?
Don’t bother me
with jargon!

Cost



Holy Grail of Magic Moments



Display Is On Fire
$200B

“Display advertising can be a $200B
industry in less than 10 years.”
Eric Schmidt, Executive Chairman, Google
AdWeek
15.9B
in 2014

10.2B
in 2010

Tweeting?: #GDN Source: eMarketer, Nov. 2010 Google Confidential and Proprietary 9


What’s Affecting Budgets? Hint: Magic Moments

53%
of advertisers increased
budgets due to availability
of more targeting options



Display Performs

50% lift in Millions of
ROI on interest subscribers
based ads acquired via
display ads

88% lift in GDN remarketing
purchase intent drove 20% of
computer sales
at 14% lower
CPC



Demographics

Topics /
Categories Audience/
Behavioral

Many
powerful
signals. Which
Auto
to tap into?
Optimization

Contextual

Remarketing
Run of
Site


Conversion Tracking Unlocks Performance

Place 2 tags, get 4 Google products for free.

Remarketing Conversion Auto- Multi-Channel
metrics optimization Funnels
tools



Demographics

Topics /
Categories Audience/
Behavioral

Many
powerful
signals. Which
Auto
to tap into?
Optimization

Contextual

Remarketing
Run of
Site


Demographics

Categories/
Audience/
Topics
Behavioral

Those That
Drive Magic
Moments At
Scale…
Auto
Optimization
Contextual

Remarketing

Run of
Site


Nail It, Then Scale It

Topics
LOW

Targeting
Run of Site
(Placement
Targeting)
Conversion Rate

Interest
Categories

Contextual
(Keywords)

DCO
Remarketing
GOOD

GOOD Cost Per Conversion (CPA) COSTLY




Topics
LOW

Targeting
Run of Site
(Placement
Targeting)
Conversion Rate

Interest
Categories

Contextual
(Keywords)

DCO
Remarketing
GOOD




Start With The Cream Of The Crop
LOW
Conversion Rate

Remarketing
Your Ad
GOOD


Source: http://www.webpronews.com/topnews/2010/11/22/how-
and-why-remarketing-can-gain-back-lost-customers;
Tweeting?: #GDN Understanding Shopping Cart Abandonment, Forrester Research,
Google Confidential and Proprietary 18

Send us questions at @GoogleDisplay May 20, 2010

Start With The Cream Of The Crop

96%
LOW

of people who visit a website
leave without completing the
actions marketers want them
Conversion Rate

to take

70%
of shoppers abandon their
Remarketing shopping cart rather than
follow through with their
GOOD

transaction

Source: http://www.webpronews.com/topnews/2010/11/22/how-
and-why-remarketing-can-gain-back-lost-customers;
Tweeting?: #GDN Understanding Shopping Cart Abandonment, Forrester Research,
Google Confidential and Proprietary 19

Send us questions at @GoogleDisplay May 20, 2010

Remarketing With The GDN

Reach More Users… Reach Them Quickly And At Scale

84%
of people on a typical
Instantly
Re-engage
500M
users served hundreds
remarketing list lost customers of billions of impressions
every month



Strategies From The Field:
All Remarketing Is Not Equal Best SLR Cameras on sale
The best rated SLR cameras
with the best discounts
www.digitalreview.com

Shopping cart page Search landing page

Step 1:
Insert a few lines of
code onto key pages

Product pages Homepage

Any action you can re-market based on, you should tag.


All Remarketing Is Not Equal
LOW

20%
Conversion Rate

of computer sales
from remarketing

Remarketing:
Search
Landing Page
Remarketing:
Homepage 14%
decrease in CPCs
Remarketing:
and expense-to-
Remarketing Product Pages
revenue ratio
GOOD

Abandoned
Shopping Cart




Reach Only New Customers
Exclude Conversion Page From All Remarketing Lists

Shopping cart page Search landing page

Product pages Homepage

2X 25%
CTR and view- increase in
through conversions direct traffic


Squeeze Every Last Drop From
Remarketing
LOW
Conversion Rate

Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart




Remarketing
LOW
Conversion Rate

Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart




Then Start Scaling:
Keyword Contextual Targeting
LOW

Contextual
Conversion Rate

(Keywords)

Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart




Technology Is the Difference:
Not Your Average Contextual Targeting

Lens

Camera Photo

Lens

Vision Contacts



Strategies From the Field:
Start Specific, Then Expand…

Expand Beyond
Brand Product
Brand and
Keywords Keywords
Product Keywords

brand digital cameras photography
brand cameras slr outdoor photography
brand slr dslr digital photography
brand digital camera cameras photography tips

101% 28%
increase in decrease
conversions in CPA


LOW

Keyword
Contextual
Conversion Rate

Targeting

Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart




LOW

KCT:
KCT: Related
Product Keywords
Keywords
Conversion Rate

KCT:
Brand
Keywords

Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart




Killer Feature: Contextual Targeting Tool

Export to add directly to your campaign Suggested bids

Pick ad
groups
you want
to add



Killer Feature: Impression Share
See % of auctions you’re not winning, and why

Your Ad. Your Ad.

Your Ad.



Killer Feature: Impression Share
See % of auctions you’re not winning, and why

Your Ad. Your Ad.

Your Ad.

50% Impression Share


Measure and Optimize At Site Level

1 View site-level performance

Optimize bids, exclude sites 2


Expand Further With Conversion Optimizer

CPA: Your Ad.

$26.00
Bids automatically
for each
impression for
more conversions

Time of day Browser

Location Web page content



Not Eligible? Use Enhanced CPC

Enhanced CPC is a good option for advertisers who:

Campaign doesn’t meet conversion
volume requirements
Want to use Max CPC instead of Max CPA

Use their own third party bid management systems

Want to use advanced campaign settings

“Lite” version of Conversion Optimizer



Contextual Fuels Remarketing Remarketing closes the loop

Your Ad


Send us questions at @GoogleDisplay 38

Come On! You Guys Are Google.
Can I Get Even More??
LOW

KCT:
KCT: Related
Product Keywords
Terms
Conversion Rate

KCT:
Brand Terms

Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart




Scale Further: Display Campaign Optimizer
LOW

KCT:
KCT: Related
Product Keywords
Terms
Conversion Rate

KCT:
Brand Terms

DCO
Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart

GOOD Cost Per Conversion (CPA) COSTY



DCO: Turnkey Technology Does The
Heavy Lifting

YOU PROVIDE: ? ? ? ?
Budget ? ? ? ?
DISPLAY
Creative CAMPAIGN
OPTIMIZER ? ? ? ?
? ? ? ?
Target CPA

? ? ? ?
Happens over millions of websites



Heavy Lifting

YOU PROVIDE: ?
$.50 ? ? ?
$.23

Budget ?
$1.01 ?
$2.22 ?
$.77 ?
DISPLAY
Creative CAMPAIGN
OPTIMIZER ? ?
$.47 ? ?
? ? ? ?
Target CPA
$.16 $.12 $.75

? ? ? ?
$.09



Heavy Lifting

YOU PROVIDE: ?
X
$.50 ? ? ?
X
$.23

Budget ?
$1.01 ?X
$2.22 ?
$.77 ?
DISPLAY
Creative CAMPAIGN
OPTIMIZER ? ?X
$.47 ? ?
? ? ? ?
Target CPA
$.16 X
$.12 $.75

? ? ? ?
X
$.09



Heavy Lifting

YOU PROVIDE: ?
$.70
X
$.50 ? ? ?
$1.16
X
$.23

Budget ?
$1.01 ?
$.82
X
$2.22 ?
$.77 ?
DISPLAY
Creative CAMPAIGN
OPTIMIZER ? ?
$1.35
X
$.47 ? ?
? ? ? ?
Target CPA
$.16 $.88
X
$.12 $.75

? ? ? ?
$.46
X
$.09



Heavy Lifting

YOU PROVIDE:  ?
?
$.70
X
$.50 ? 
?
$1.16
$X
$.23

Budget  
? $.82
?
?X
$1.01 $2.22
$.77 ?

DISPLAY
Creative CAMPAIGN
OPTIMIZER ? $1.35
??X
$.47 ?
 ?
? ? ?
Target CPA
$.16 $.88
X
$.12 $.75

? ? ? ?
$.46
X
$.09



DCO: Key Considerations

Fully automated

Not available to all advertisers

Conversion Optimizer or Enhanced CPC are
good alternatives

15% 30%
increase in ROI of budget and most
conversions coming from GDN


But Wait, There’s More! Interest Categories
LOW

KCT:
KCT: Related Context Audience
Interest
Keywords
Product
Categories (Interests)
Terms
Conversion Rate

KCT:
Brand Terms

DCO
Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart




Audience Targeting Is Here To Stay

85% 47%
of advertisers & agencies said
of advertisers use
they’d use audience targeting
audience targeting
for most of their online spend

Tweeting?: #GDN Source: Forrester, 2010; eMarketer, Jan 2010 Google Confidential and Proprietary 48


Audience Targeting With Google

It’s Big It’s Intelligent It’s Efficient
1000+ 500M+ Types of sites Real-time auction
interest daily global
categories internet users
Frequency of visits No added cost for
100s of All Ad audience data
Billions Formats
impressions including Recency of visits
monthly text



Start Specific, Then Expand

1 Start with interests related to your business

A Target interests relevant to B Unleash the
your products and services Conversion Optimizer

Target interests: > Tell us your CPA
> Consumer electronics > Get granular, page-based
> Photography
bid optimization to boost
conversions

400% 6X
increase in increase in daily
conversion volume spend based on
great performance

Killer Feature: Audience Composition Reports

2 Target related, “proven” interests

A Understand which audience B Target those interest
segments are already categories specifically
performing well from
converted users
remarketing list



Interest Categories Fuel Remarketing Remarketing closes the loop

Your Ad


Send us questions at @GoogleDisplay 52

Run of Site and Topic Targeting

Topic
LOW

Run of Site
Targeting
KCT: (Placement
KCT: Related Targeting)
Product Interest
Keywords
Terms Categories
Conversion Rate

KCT:
Brand Terms

DCO
Remarketing:
Remarketing:
Homepage
Search
Landing Page

Remarketing:
GOOD

Abandoned
Shopping Cart





Topics
LOW

Targeting
Run of Site
(Placement
Targeting)
Conversion Rate

Interest
Categories

Contextual
(Keywords)

DCO
Remarketing
GOOD




A Word On Creative: All Formats, All Sizes

Best SLR Cameras on sale
The best rated SLR cameras with the
best discounts
www.digitalreview.com



A Word On Measurement: Net Profit, Not CPA

Conversion Value: $30
CPA Goal: $9
Product cost: $15
Display
Campaign Interest
Keyword
Optimizer Categories
Contextual
Remarketing
50 sales 35 sales
20 sales 30 sales

CPA: $6.50 CPA: $8.00 CPA: $7.50 CPA: $10.00

Net Profit: $780

Net Profit: $930

Net Profit = (Total Revenue) – (Advertising & Product Costs)


A Word On Measurement: Net Profit, Not CPA

Conversion Value: $30
CPA Goal: $9
Product cost: $15
Display
Campaign Interest
Keyword
Optimizer Categories
Contextual
Remarketing
50 sales 35 sales
20 sales 30 sales
18

CPA: $6.50 CPA: $8.00 CPA: $7.50 CPA: $10.00

Net Profit: $780 $768

Net Profit: $930

Net Profit = (Total Revenue) – (Advertising & Product Costs)


Three Things You Can Do Today

Evaluate Your Use Conversion
Tag Your Pages
Targeting Mix Optimizer

Remarketing Have you overlooked
Conversion Tracking low-hanging fruit, or Works with any
opportunities to expand? targeting type



Questions?

Take our survey!




Display Advertising Strategy

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