The Google Display Network allows advertisers to reach customers across millions of websites. It provides options for contextual and audience targeting to display ads to the right customers. Advertisers can choose from various ad formats and sizes, control costs through bidding, and pay based on impression or click through pricing models. When used effectively, the Display Network can help advertisers reach customers at the right time with the right message.

1. Why Display matters.
The Google Display Network
The Google
Display Network.
Why Display Matters.

2. Why Display matters.
The Google Display Network
Agenda.
• Why advertise online?
• What is the Google Display Network?
• Customer Buying Cycle
• Why the Google Display Network?
• Choosing the right targeting options
• Controlling costs
• Conclusion
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

3. Why Display matters.
The Google Display Network
Why is it beneficial to
advertise online?
Online advertising reaches customers through ad placements
across millions of publisher sites
• Customers consider, purchase and advocate brands online
• 95% of users’ time online is spent on content sites
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

4. Why Display matters.
The Google Display Network
What is the Google Display
Network?
• The Google Display Network (GDN) is a network of websites with advertising space
where you can place your ads
• The Google Display Network uses precise targeting to reach engaged audiences -
to deliver the best possible results to both users and advertisers
• It’s a simple, cost-effective way to advertise on millions of high-quality news pages,
topic-specific websites, video sites and blogs
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

5. Why Display matters.
The Google Display Network
Across both mass-media
and niche sites
Reach
Niche Media
Mass Media

6. Why Display matters.
The Google Display Network
How can display advertising
benefit your business?
There are five phases to a customer’s
buying cycle:
1. Awareness
2. Interest
3. Consideration
4. Purchase
5. Loyalty
Display advertising can help build
awareness, increase campaign reach, drive
conversions and ultimately speed up the
buying cycle
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Awareness
Interest
Consideration
Purchase
Customer Buying Cycle
Loyalty

7. Why Display matters.
The Google Display Network
Why choose the Google Display
Network for your business?
• Choose exactly where you want your ads to appear, such as news sites, blogs
and niche websites related to your product or service
• Engage with users using different formats such as text, video or rich media ads
• Choose a pricing model that suits your goals - pay per click, or per thousand
impressions
• Get clear reporting on the different aspects of your campaign
• Combining search and display ads in your campaigns will get you more
conversions compared to search only campaigns.
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

8. Why Display matters.
The Google Display Network
Google allows you to reach relevant customers by:
• Contextual Targeting
Target your audience based on their keyword search, topic
search or placement search (sites they visit)
• Audience Targeting
Target your audience based on their interests, demographics or
through remarketing. You can also use Google’s look-a-like
technology to find consumers with similar browsing habits to
people on your remarketing list
How to target the right
customers?
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

9. Why Display matters.
The Google Display Network
How to target the right
customers?
Contextual
Targeting
Audience
Targeting+
The best approach is:
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

10. Why Display matters.
The Google Display Network
Contextual Targeting
Reach people with…
• Topic targeting – choose from over 1700 site categories already
organised for you by Google
• Keyword contextual targeting – choose keywords and Google will find
the best sites for your display ads
• Placement targeting – manually select the right placements for the
campaign
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

11. Why Display matters.
The Google Display Network
Audience Targeting
Reach the right people online
• Interest category marketing – show ads to people based on what they
like
• Demographic – select your audience based on their gender and age
• Remarketing – reach people who visited your site in the past with
messages tailored to their interest
• Similar users – Google’s look-a-like technology finds users with
browsing habits similar to people on your remarketing list
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

12. Why Display matters.
The Google Display Network
What ad sizes are available
to advertisers?
Large Rectangle
336x280px
Sky-
scraper
120x
600pxSquare
250x250px
Square
200x200px
Leaderboard 728x90px
Medium
Rectangle
300x250px
Wide
Sky-
scraper
160x
600px
Banner 468x60px

13. Why Display matters.
The Google Display Network
Mobile ads
More and more people are using their phones to browse the internet and to
make or research purchases. Get your ads in front of them at this key
moment with mobile advertising on the DGN.
• Once you've created an ad, you can choose to show it on mobile
devices such as smartphones and tablets
• You can also create image ads for WAP-enabled devices, which
usually have a smaller screen

14. Why Display matters.
The Google Display Network
What ad sizes are available for
mobile image ads?
Small square
200x200px
Square
250x250px
Mobile leaderboard
320x50px
Inline rectangle
300x250px

15. Why Display matters.
The Google Display Network
• Text ads
• Standard image (JPEG, SWF or GIF)
• Standard flash
• Rich media flash
• In-unit video
• Video ads using including click to play, cost-per-click,
cost-per-view and cost-per-thousand formats.
What types of ads are
available to advertisers?
Why? Ad
formats
Costs ConclusionTargetingBenefitsWhat?

16. Why Display matters.
The Google Display Network
How can I control my costs?
• The auction system means you bid for every ad spot, ensuring you pay the most
competitive prices
• At most, you'll only pay 1c more than the minimum necessary to maintain your
position on the page
*Source: Google Internal Data. Last updated: July 2012. **XXX
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

17. Why Display matters.
The Google Display Network
What pricing models are available?
• CPM: Cost-per-thousand impressions. Only pay when your ad appears 1,000
times
• Why? Use for campaigns aimed at increasing visibility.
Track metrics such as impressions, reach, frequency and search uplift
• CPC: Cost-per-click. Only pay whenever a user clicks on your ad and visits
your website
• Why? Use for campaigns in which you care about clicks. Track metrics such
as sales, leads and sign ups
*Source: Google Internal Data. Last updated: July 2012. **XXX
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

18. Why Display matters.
The Google Display Network
GDN helps reach the right customer
The right customers
•Target a custom segment based on specific demographics, lifestyle,
psychographics and behavior date
•Reach qualified leads based on interests and intent to purchase
•Engage past site visitors with remarketing

19. Why Display matters.
The Google Display Network
GDN helps reach customers at the
right time
The right time
Layer contextual targeting on top of audience targeting to reach users when they're
in the right mindset
• Topic targeting
• Keyword and contextual targeting
• Placement targeting

20. Why Display matters.
The Google Display Network
GDN helps reach customers with the
right message
The right message
• Customise creative based on user behaviour, interests or demographics
• Rich media drives user engagement and recall

21. Why Display matters.
The Google Display Network
Conclusion.
The Google Display Network is a highly targeted
form of advertising that helps reach the
Right customers at the Right time with the Right message
Ad
formats
Costs ConclusionTargetingWhy? BenefitsWhat?

22. Why Display matters.
The Google Display Network
Thank you.
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