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Bruce daisley
The document discusses how advertising effectiveness is declining over time as technologies improve and audiences become harder to reach. It then highlights how Google's Display Network (GDN) is able to achieve much higher click-through rates and more cost-effective campaigns compared to industry averages, through techniques like remarketing, keyword contextual targeting, and understanding audience insights. GDN is shown to deliver lower costs per acquisition than other networks despite paying more for inventory.
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Bruce daisley
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- 11. Moore’s Law Transistors (millions) 10,000 1,000 100 10 1 0.1 0.01 1970 1975 1980 1985 1990 1995 2000 2005 2010 Source: Intel.com 2011 (log scale)
- 12. Soaring impact ofsolar cells 100 WaDs per $100 of solar cells (log scale, cost in 2009 $) 10 1 1980 1985 1980 1995 2000 2005 2009 Source: DOE NREL Jan 2010 quoted in Scien*fic American
- 13. Click Through Rate On Decline Average UK Click‐through rate 0.07% Source: UK Click-through rates Forrester research 2004-2007, DoubleClick 2008-09. No averages released for 2010 yet
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- 17. Click Through Rate On Decline Average UK Click‐through rate 0.07% Source: UK Click-through rates Forrester research 2004-2007, DoubleClick 2008-09. No averages released for 2010 yet
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- 24. Remarke*ng 0.07% Industry average click 0.22% GDN Remarke*ng CTR rate Source: Core Metrics 2010
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- 27. 0.07% Industry average click rate 0.45% GDN Keyword Contextual CTR
- 28. GDN = CTR at Astonishing Levels Average UK Click‐through rate 0.07% Source: UK Click‐through rates Forrester research 2004‐2007, DoubleClick 2008‐09. No averages released for 2010 yet
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