1. Display Targeting Strategies
for Direct Response
A Google Display Network Webinar
June 2011
Tweeting?: #GDN Google Confidential and Proprietary
Send us questions at @GoogleDisplay
2. Housekeeping
Look for follow-up email.
Questions?On Measurement
A Word Type in chat window.
A Word On Measurement
Take our survey!
Look for follow-up email.
Tweeting?: #GDN Google Confidential and Proprietary 2
Send us questions at @GoogleDisplay
3. Tweeting?
Use the following hashtag:
#GDN
Send us questions at:
@GoogleDisplay
Tweeting?: #GDN Google Confidential and Proprietary 3
Send us questions at @GoogleDisplay
4. David Monsees
Product Manager, Google Display
davidmonsees@google.com
Laura Bierbower
Google Display Network Specialist
lbierbower@google.com
Tweeting?: #GDN Google Confidential and Proprietary 4
Send us questions at @GoogleDisplay
5. Agenda
The Display Opportunity
Targeting Options & Strategies
A Word On Measurement
Tweeting?: #GDN Google Confidential and Proprietary 5
Send us questions at @GoogleDisplay
6. The right MAGIC The right ad
audience MOMENT
Tweeting?: #GDN Google Confidential and Proprietary 6
Send us questions at @GoogleDisplay
7. 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
Tweeting?: #GDN Google Confidential and Proprietary 7
Send us questions at @GoogleDisplay
8. Holy Grail of Magic Moments
Tweeting?: #GDN Google Confidential and Proprietary 8
Send us questions at @GoogleDisplay
9. 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
Send us questions at @GoogleDisplay
10. What’s Affecting Budgets? Hint: Magic Moments
53%
of advertisers increased
budgets due to availability
of more targeting options
Tweeting?: #GDN Google Confidential and Proprietary 10
Send us questions at @GoogleDisplay
11. 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
Tweeting?: #GDN Google Confidential and Proprietary 11
Send us questions at @GoogleDisplay
12. Demographics
Topics /
Categories Audience/
Behavioral
Many
powerful
signals. Which
Auto
to tap into?
Optimization
Contextual
Remarketing
Run of
Site
Tweeting?: #GDN Google Confidential and Proprietary 12
Send us questions at @GoogleDisplay
13. Conversion Tracking Unlocks Performance
Place 2 tags, get 4 Google products for free.
Remarketing Conversion Auto- Multi-Channel
metrics optimization Funnels
tools
Tweeting?: #GDN Google Confidential and Proprietary 13
Send us questions at @GoogleDisplay
14. Demographics
Topics /
Categories Audience/
Behavioral
Many
powerful
signals. Which
Auto
to tap into?
Optimization
Contextual
Remarketing
Run of
Site
Tweeting?: #GDN Google Confidential and Proprietary 14
Send us questions at @GoogleDisplay
15. Demographics
Categories/
Audience/
Topics
Behavioral
Those That
Drive Magic
Moments At
Scale…
Auto
Optimization
Contextual
Remarketing
Run of
Site
Tweeting?: #GDN Google Confidential and Proprietary 15
Send us questions at @GoogleDisplay
16. 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
Tweeting?: #GDN Google Confidential and Proprietary 16
Send us questions at @GoogleDisplay
17. 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
Tweeting?: #GDN Google Confidential and Proprietary 17
Send us questions at @GoogleDisplay
18. Start With The Cream Of The Crop
LOW
Conversion Rate
Remarketing
Your Ad
GOOD
GOOD Cost Per Conversion (CPA) COSTLY
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
19. 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
GOOD Cost Per Conversion (CPA) COSTLY
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
20. 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
Tweeting?: #GDN Google Confidential and Proprietary 20
Send us questions at @GoogleDisplay
21. 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.
Tweeting?: #GDN Google Confidential and Proprietary 21
Send us questions at @GoogleDisplay
22. Strategies From The Field:
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
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 22
Send us questions at @GoogleDisplay
23. 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
Tweeting?: #GDN Google Confidential and Proprietary 23
Send us questions at @GoogleDisplay
24. Squeeze Every Last Drop From
Remarketing
LOW
Conversion Rate
Remarketing:
Remarketing:
Homepage
Search
Landing Page
Remarketing:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 24
Send us questions at @GoogleDisplay
25. Squeeze Every Last Drop From
Remarketing
LOW
Conversion Rate
Remarketing:
Remarketing:
Homepage
Search
Landing Page
Remarketing:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 25
Send us questions at @GoogleDisplay
26. Squeeze Every Last Drop From
Remarketing
LOW
Conversion Rate
Remarketing:
Remarketing:
Homepage
Search
Landing Page
Remarketing:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 26
Send us questions at @GoogleDisplay
27. Then Start Scaling:
Keyword Contextual Targeting
LOW
Contextual
Conversion Rate
(Keywords)
Remarketing:
Remarketing:
Homepage
Search
Landing Page
Remarketing:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 27
Send us questions at @GoogleDisplay
28. Technology Is the Difference:
Not Your Average Contextual Targeting
Lens
Camera Photo
Lens
Vision Contacts
Tweeting?: #GDN Google Confidential and Proprietary 28
Send us questions at @GoogleDisplay
29. 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
Tweeting?: #GDN Google Confidential and Proprietary 29
Send us questions at @GoogleDisplay
30. Strategies From the Field:
Start Specific, Then Expand…
LOW
Keyword
Contextual
Conversion Rate
Targeting
Remarketing:
Remarketing:
Homepage
Search
Landing Page
Remarketing:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 30
Send us questions at @GoogleDisplay
31. Strategies From the Field:
Start Specific, Then Expand…
LOW
KCT:
KCT: Related
Product Keywords
Keywords
Conversion Rate
KCT:
Brand
Keywords
Remarketing:
Remarketing:
Homepage
Search
Landing Page
Remarketing:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 31
Send us questions at @GoogleDisplay
32. Killer Feature: Contextual Targeting Tool
Export to add directly to your campaign Suggested bids
Pick ad
groups
you want
to add
Tweeting?: #GDN Google Confidential and Proprietary 32
Send us questions at @GoogleDisplay
33. Killer Feature: Impression Share
See % of auctions you’re not winning, and why
Your Ad. Your Ad.
Your Ad.
Tweeting?: #GDN Google Confidential and Proprietary 33
Send us questions at @GoogleDisplay
34. Killer Feature: Impression Share
See % of auctions you’re not winning, and why
Your Ad. Your Ad.
Your Ad.
50% Impression Share
Tweeting?: #GDN Google Confidential and Proprietary 34
Send us questions at @GoogleDisplay
35. Measure and Optimize At Site Level
1 View site-level performance
Optimize bids, exclude sites 2
Tweeting?: #GDN Google Confidential and Proprietary 35
Send us questions at @GoogleDisplay
36. 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
Tweeting?: #GDN Google Confidential and Proprietary 36
Send us questions at @GoogleDisplay
37. 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
Tweeting?: #GDN Google Confidential and Proprietary 37
Send us questions at @GoogleDisplay
38. Contextual Fuels Remarketing Remarketing closes the loop
Your Ad
Tweeting?: #GDN Google Confidential and Proprietary
Send us questions at @GoogleDisplay 38
39. 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:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 39
Send us questions at @GoogleDisplay
40. 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:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTY
Tweeting?: #GDN Google Confidential and Proprietary 40
Send us questions at @GoogleDisplay
41. DCO: Turnkey Technology Does The
Heavy Lifting
YOU PROVIDE: ? ? ? ?
Budget ? ? ? ?
DISPLAY
Creative CAMPAIGN
OPTIMIZER ? ? ? ?
? ? ? ?
Target CPA
? ? ? ?
Happens over millions of websites
Tweeting?: #GDN Google Confidential and Proprietary 41
Send us questions at @GoogleDisplay
42. DCO: Turnkey Technology Does The
Heavy Lifting
YOU PROVIDE: ?
$.50 ? ? ?
$.23
Budget ?
$1.01 ?
$2.22 ?
$.77 ?
DISPLAY
Creative CAMPAIGN
OPTIMIZER ? ?
$.47 ? ?
? ? ? ?
Target CPA
$.16 $.12 $.75
? ? ? ?
$.09
Happens over millions of websites
Tweeting?: #GDN Google Confidential and Proprietary 42
Send us questions at @GoogleDisplay
43. DCO: Turnkey Technology Does The
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
Happens over millions of websites
Tweeting?: #GDN Google Confidential and Proprietary 43
Send us questions at @GoogleDisplay
44. DCO: Turnkey Technology Does The
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
Happens over millions of websites
Tweeting?: #GDN Google Confidential and Proprietary 44
Send us questions at @GoogleDisplay
45. DCO: Turnkey Technology Does The
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
Happens over millions of websites
Tweeting?: #GDN Google Confidential and Proprietary 45
Send us questions at @GoogleDisplay
46. 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
Tweeting?: #GDN Google Confidential and Proprietary 46
Send us questions at @GoogleDisplay
47. 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:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 47
Send us questions at @GoogleDisplay
48. 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
Send us questions at @GoogleDisplay
49. 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
Tweeting?: #GDN Google Confidential and Proprietary 49
Send us questions at @GoogleDisplay
50. Strategies From The Field:
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
Tweeting?: #GDN Google Confidential and Proprietary 50
great performance
Send us questions at @GoogleDisplay
51. 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
Tweeting?: #GDN Google Confidential and Proprietary 51
Send us questions at @GoogleDisplay
52. Interest Categories Fuel Remarketing Remarketing closes the loop
Your Ad
Tweeting?: #GDN Google Confidential and Proprietary
Send us questions at @GoogleDisplay 52
53. 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:
Remarketing Product Pages
GOOD
Abandoned
Shopping Cart
GOOD Cost Per Conversion (CPA) COSTLY
Tweeting?: #GDN Google Confidential and Proprietary 53
Send us questions at @GoogleDisplay
54. 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
Tweeting?: #GDN Google Confidential and Proprietary 54
Send us questions at @GoogleDisplay
55. 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
Tweeting?: #GDN Google Confidential and Proprietary 55
Send us questions at @GoogleDisplay
56. 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)
Tweeting?: #GDN Google Confidential and Proprietary 56
Send us questions at @GoogleDisplay
57. 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)
Tweeting?: #GDN Google Confidential and Proprietary 57
Send us questions at @GoogleDisplay
58. 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
Tweeting?: #GDN Google Confidential and Proprietary 58
Send us questions at @GoogleDisplay
59. Questions?
A Word On Measurement
Take our survey!
A Word On Measurement
Look for follow-up email.
Tweeting?: #GDN Google Confidential and Proprietary 59
Send us questions at @GoogleDisplay