Google at ro:newmedia 5.0


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Google at ro:newmedia 5.0

  1. 1. Planning, Targeting Optionsand Tools in the GoogleDisplay NetworkSteffen EhrhardtEMEA Display Product Specialist
  2. 2. Agenda1 Our Vision for Display2 Where Are We Today? 2
  3. 3. the right the the rightaudience goal ad
  4. 4. Display is at a Tipping PointFirst Display Ad – 1994 Display Ad – 2010 • Headline | Interest based • Product Images | demogr. based • Product copy | product based • Local Retailer | Local targeting based 4
  5. 5. Microtarget Your Creative • Headline – weather based • Product images – weather based • Product copy – product based • Footer image – weather based • Local Lowe’s – Region&City based • Call-to-action – user interest based
  6. 6. Continuous Innovation To Fuel Performance Remarketing Display Campaign Twitter Ads 2010 Optimizer Contextual 2010 Targeting Tool 2010 2010 Above-the-FoldReach & TargetingFrequencymanagementAPRIL 2009+ 2010 Campaign Interest-Based Insights (Beta) View-Through Advertising Display Ad Conversion OCTOBER (Beta) Builder Reporting JUNE Templates SEPTEMBER AUGUST
  7. 7. 7
  8. 8. Display Advertising Technology Landscape
  9. 9. Our Vision for Display Advertising Simplify Performance Open
  10. 10. Agenda1 Our Vision for Display2 Where Are We Today? 10
  11. 11. The Google Display Network 11
  12. 12. Google Display Network reaches 80% of Europe’s online population That’s 280 MILLION people every month!Source: comScore, April 2010 Google Confidential and Proprietary 12
  13. 13. GDN exposes on average 50 ads / day To each of its users 20 minutes That’s an ad every ! And that’s more than any other networkSource: comScore, April 2010
  14. 14. Display Planning 14
  15. 15. Where should I start with my Planning? In AdPlanner! A free research and media planning tool for agencies and advertisers to identify websites their target customers are likely to visit. 15
  16. 16. What’s the Advantage?• Massive Scale• Millions of data points• 40+ countries, 20+ languages• Increased Visibility• Audience discovery• Visibility beyond the most common sites• Publisher Center• Publisher data contributions• Publisher shared Google Analytics data for traffic statistics• Fast Execution• Extensive research in just minutes• Create media plan in few simple clicks 16
  17. 17. Ad Planner in 3 steps 1 2 3• Create a media plan • Search for sites • Add sites to your plan • Understand site results • Analyze your plan • View site profiles • Exporting your plan 17
  18. 18. Create a media planThink about who you are targetingwith your media plan. Create amedia plan and give it a descriptivename. 18
  19. 19. Search by site Search by site. Know what sites you already want to add to your media plan? Enter a site to view it’s profile and add it to your media plan. Also very useful to find additional data about other sites/competitors 19
  20. 20. Search by audienceSearch by audience.Find sites by definingyour audience’sdemographics andonline activity. Thenapply filters to the siteresults. 20
  21. 21. Search by audience Defining your audience 1 2 31. Defined Audience The view of the internet by the country selection.2. Geography Select a specific region or location in the country (Metros available in the US).3. Language Select the language preferences set on your audiences’ internet browser. 21
  22. 22. Search by audience Defining your audience 44. Online Activity (Keywords searched and Sites visited) Online behaviors are good proxies for understanding psychographics. Enter sites your audience is likely to visit and the keywords they typically search for. 22
  23. 23. Search by audience Defining your audience 66. Pre-Defined Audiences Proposed audiences with Demographics, Online Activities, IBA categories already selected.  Tip: Don’t know where to begin? Select a pre-defined audience. 23
  24. 24. Search by audienceSelecting site filters 1 1. Ranking Method A. Composition Index Ranks by composition index (the concentration of your defined audience on a site). In general, ranking A by composition index will return smaller sites where you are most likely to find your audience. B B. Best Match Hybrid ranking method that displays sites based on the composition index and the total number of unique C visitors on the site. C. Country Reach Ranking method that considers the estimated percent of total internet users within your defined country who meet your targeting specifications. In general, selecting this will return the larger, popular sites. D. Max number of results Adjust here to see more than only 250 sites – up to 1000 sites is possible
  25. 25. Search by audienceSelecting site filters 2 3 2. Ad Characteristics Ad Planner surfaces any site on the internet. You can filter to show only Google Display Network sites or sites that only accept advertising. 3. Site Category Show only sites that have a particular “theme” or site classification. 25
  26. 26. Search by audienceSelecting site filters 4 5 4. Ad format & size For sites on Google Display Network, you can choose to filter by certain ad formats and sizes. 5. Domain suffix Show only sites that have a particular domain suffix. 26
  27. 27. Understand site results 1 2 3 4 5 6 7 81. Placement 5. UV (users) for audience / country The site (or placement) corresponding to Estimated number of visitors to the site in your defined audience. the defined audience or in the country selected.2. Category The site “theme”. The top category will show 6. Page Views on the research and media plan site lists. Estimated number of page views accessed within the country specified.3. Composition Index Shows the likeliness of your defined 7. Formats audience to visit the site relative to an Types of advertising accepted on the average site on the internet. site.4. Reach 8. Imp/Day Expressed as the percentage the number of Estimated range of the site’s impressions 27 internet users defined by specified criteria per day on the Google Display Network. over the total number of internet users in the defined country.
  28. 28. View site profiles 1. Site overview Thumbnail view, site categories, advertising details and site description. 1 2. Traffic statistics UV (users): estimated number of unduplicated people visiting a site 2  Tip: use this metric for media planning and estimating the actual number of unique people UV (estimated cookies): approx. number of cookies as determined by Ad Planner algorithms (this metric does not count actual cookie numbers) 3  Tip: use this metric to compare with Publisher ad server logs 3. Site demographics 4 4. Sites also visited and keywords searched for Affinity: the number of times more likely than the average internet user to visit a specific site or search a 5 specific keyword.  Tip: use these to define your audience’s Online 28 Activity!
  29. 29. Audience Interest in Site ProfileAudience Interest:Affinity, top 10 audience interestsof visitors to the site 29
  30. 30. Add sites to your media plan 2 1 Select sites from the site results and click “Add to plan”. Notice as you select sites and add them to your plan, the summary box will update in real-time to show unduplicated UV, reach, and page view statistics. 30
  31. 31. Exporting your media plan You can select the sites from your media plan to export to: 1. CSV format 2. CSV (Excel) 3. MediaVisor CSV or... 31
  32. 32. Exporting your media plan...into new or existing campaigns/adgroups! 32
  33. 33. AdPlannerWhere does data comes from?
  34. 34. Methodologies from other PlayersActive Panel-Based Direct from Website ISP Data•Users actively install •Websites add tags to allow •Analyze website visitssoftware on their traffic tracking from ISPs and combinecomputers to track surfing with demographics datahabits •They may also do user surveys •Challenges: Biases in•Challenges: Small and sample based on ISPunrepresentative •Challenges: Difficult tosamples, site reach is scale, measures page views •Examples: Hitwiselimited and then estimates people•Examples: comScore, •Examples: QuantcastNielsen, Alexa, Compete 34
  35. 35. Where Google AdPlanner data comes from?•Google Ad Planner combines information from a variety of sources:•1. Aggregated Google search data•2. Opt-in anonymous Google Analytics data (Publisher Center),•3. Opt-in external consumer panel data (Industry accepted player)•4. Google Toolbar data (the data is aggregated over millions of users and so aresimilar to a huge panel). It doesnt contain personally identifiable information!•In addition, Google Ad Planner only shows results for sites that receive asignificant amount of traffic, and enforces minimum thresholds for inclusion in thetool.•AdPlanner Data Methodology explained in details: 35
  36. 36. Targeting Options 36
  37. 37. What are the different targeting options?Where Users Are Where Users Have Been Contextual Targeting Remarketing By Keywords | By Topics Placement Targeting Interest-Category Matching Your Message The most robust targeting of any networkAdd Demographic, Geographic, Time and Exclude sites, keywords, categories
  38. 38. GDN for direct responseWith contextual targeting
  39. 39. Before We Start: A Basic Checklist Separate content and search campaigns. Set your targeting correctly: “Relevant pages across the entire network” Opt out of mobile unless you have a mobile enabled landing page. Consider the location and languages of your target audience.39
  40. 40. Not Your Average Targeting Technology Page analysis:1 Scan the page2 Analyze the page Machine learning technology Keywords turns keywords into targetable themes holidays in romania, romanian national tourist office, romanian culture, cluj holiday Themes holidays in romania, cluj holiday40
  41. 41. How Your Ad Is Matched To A Publisher • Ad Matching Text Ads Text Ads Ad Group 2 Ad Group 3 Text AdsAd Group 1 Keywords Keywords Keywords Negative Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Geo Targets Language Targets Language Targets Language Targets Ad Schedule Ad Schedule Ad Schedule Text Ads Text Ads Text AdsAd Group 4 Ad Group 5 Ad Group 6 Keywords Keywords Keywords Negative Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Geo Targets Language Targets Language Targets Language Targets Ad Schedule Ad Schedule Ad Schedule Text Ads Text Ads Text AdsAd Group 7 Ad Group 8 Ad Group 9 Keywords Keywords Keywords Negative Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Geo Targets Language Targets Language Targets Language Targets Ad Schedule Ad Schedule Ad Schedule 41
  42. 42. Think of Content Ad Groups as SearchKeywords42
  43. 43. Very manual & confusing process? • How many ad groups do I need? 10, 20? • How many keywords per ad group? 5? 10? 40? 100? • How tight does a tight theme need to be? • What should I do if I don’t get any impressions? • What match types should I use? • What should I bid for a keyword? • Etc. 43
  44. 44. Building Your Campaign: Step 1 Step 1: Finding Ad Group Themes Step 2: Adding Keywords44
  45. 45. Finding Ad Group Themes spain45
  46. 46. Finding Ad Group Themes46
  47. 47. Finding Ad Group Themes47
  48. 48. Finding Ad Group Themes48
  49. 49. Building Your Campaign: Step 2 Step 1: Finding Ad Group Themes Step 2: Adding Keywords49
  50. 50. Keyword Building: Defining Your Ad Groups madrid international airport50
  51. 51. Keyword Building: Defining Your Ad Groups madrid international airport Create new ad Tight Keyword List: Cast A Wide Net: group “madrid international Very tight keyword lists Many Ad Groups ensure airport” ensure high relevance you target more51 on matching pages interested users
  52. 52. Bidding Is A Crucial Factor in GCN BIDDING DETERMINES: The types of sites on which your ad appears Your reach on the Display Network Your position on the publisher’s page Tips: • always bid at the ad group or placement level – never the keyword level • set initial Content bid at same level as Search • bid the same for text and display ads initially52
  53. 53. RemarketingReengaging with people who visited yoursite
  54. 54. Remarketing on the Google Display Network Find users across the web who previously visited your web site. 54
  55. 55. What is remarketing? Let’s use an example… …You own a hotel website... 55
  56. 56. Someone visits your site looking for a hotel 56
  57. 57. They select Luxury … but don’t book 57
  58. 58. When they browse a random GDN site,they see your ad! … click on it … go to your website and convert 58
  59. 59. How did this happen? He browsed through your website He visited your website But left your without buying anything Then we gave him a cookie and put him on the Remarketing list Remarketing = Reengaging with people… visited your website andwho visited your another website, saw He visited site bought your product your ad, clicked on it … 59
  60. 60. So… does it work? 3x increase in Conversion Rate Cost per sale: Remarketing = Search 33%reduction in Cost per Lead
  61. 61. Cool implementations Visitor bought RemarketCross-selling on your these users website with adRemarketing Remarket Visitor bought usersafter a certain on your after 3 websiteperiod months Visitor bought Show them on your an adSeasonal website for for Father’s Mother’s Day Day
  62. 62. Set it up: Go to “Control panel and library” inAdWords Place the Remarketing tag on your website 62
  63. 63. Maximizing opportunity with Remarketing• Maximize results from – Online marketing campaigns • Search advertising • Display advertising – Direct traffic to your website – Email newsletters Your website The integrated Remarketing approach
  64. 64. Interest Based AdvertisingBeta
  65. 65. What’s on the roadmap? • Similar users • Interest-Category Matching
  66. 66. Similar usersGrow remarketing lists and campaignvolume by finding people with similarcharacteristics
  67. 67. Interest-Category Matching etc Reach users based on their interests
  68. 68. Display Tools to increase Reach & Conversions 68
  69. 69. Content Prediction ToolBeta
  70. 70. Current Challenges Advertisers don’t know: 1. Where their ads will show 2. How their keywords affect where their ads show 3. How their bid affects where their ads show Slide 4
  71. 71. The New Ad Group creation flow Slide 6
  72. 72. Benefits of Content Prediction Tool The tool helps advertisers: • View predicted placements prior to spending money • Test different keywords to refine where their ads could show • Get comfortable with running their ads on Display Network by seeing where they are relevant Slide 5
  73. 73. Contextual Targeting ToolBeta
  74. 74. Tightly-Themed Keyword Lists Critical ForEffective Contextual Targeting Tightly-themed ad groups: yoga gear keyword 1, keyword 2, keyword 3, etc. yoga accessories keyword 1, keyword 2, keyword 3, etc. yoga clothes keyword 1, keyword 2, keyword 3, etc. bikram yoga gear keyword 1, keyword 2, keyword 3, etc. yoga gear yoga mats keyword 1, keyword 2, keyword 3, etc. yoga apparel keyword 1, keyword 2, keyword 3, etc. yoga towels keyword 1, keyword 2, keyword 3, etc. Etc., etc., etc.
  75. 75. Located Under “Opportunities” in AdWordsFront-End 75
  76. 76. Contextual Targeting Tool Builds KeywordLists Automatically So You Don’t Have To yoga mats
  77. 77. Features: Contextual Targeting Tool Download feature to implement in campaign Bid recommendations for Implement chosen ad groups each ad group
  78. 78. Benefits of Contextual Targeting Tool Save time and Expand your More clicks, effort, with the campaign reach on impressions Contextual the Display Network and Targeting Tool while remaining precisely targeted. conversions automatically building dozens of ad groups you can implement in your campaign. Maintain full control over your campaign Implement in new or existing Display Network Campaigns 78
  79. 79. Contextual Targeting Tool Is Right For…Advertisers with mass-appeal productsCampaign is already performing wellLow relative GDN investment (i.e. ~10%)Few ad groups in existing campaign 79
  80. 80. Display Campaign OptimizerBeta
  81. 81. Display Campaign OptimizerLet the Display Campaign Optimizer find additional conversions at your desired CPA, across the millions of sites in the Google Display Network. You provide System automatically Result: More target CPA, optimizes targeting conversions at creatives, budget and bidding desired CPA 81
  82. 82. Relax: the Display Campaign Optimizer will do the work for you! It will automatically optimize your targeting and bidding with measureable performance at scale on the Google Display Network Bid TargetLearn Optimize
  83. 83. You Display Campaign OptimizerSelect Selects placements Optimizes bidding• Ads & landing page which may perform and targeting based well, based on site and on performance• Target CPA account history• Budget Step 1 Step 2 Step 3 83
  84. 84. Most Advertisers Don’t Take The Time, At TheCost of Campaign PerformanceTime consuming • Time consuming to create dozens of ad groups • Challenging to generate ideas for specific ad group “themes”, i.e. “How specific should I get?”Lack of awareness • Nothing in the UI that prompts or helps them
  85. 85. What’s so great about this? LearnStep 4Display Campaign Optimizer learns what is Targetworking well – and will expand on that and findnew opportunities! Optimize Expand
  86. 86. Reporting & Monitoring You can run placement performance report to see where you ads are shown. You can exclude placements and adjust your Target CPA to meet your ROI. Placement Performance Report Target CPA 86
  87. 87. Benefits of Display Campaign Optimizer  Save time, Explore new inventory More conversions your campaign is across millions of sites in at desired CPAautomatically managed the Google Display and optimized Network Your display campaign stays optimized, as DCO continually monitors and operates in the background 87
  88. 88. I get confused with the tools…Content Prediction ToolContextual Targeting ToolDisplay Campaign Optimizer 88
  89. 89. Now it is your turn! 89
  90. 90. Thank