Google at ro:newmedia 5.0

1. Planning, Targeting Options
and Tools in the Google
Display Network
Steffen Ehrhardt
EMEA Display Product Specialist

2. Agenda
1 Our Vision for Display
2 Where Are We Today?
2

3. the right the the right
audience goal ad

4. Display is at a Tipping Point
First Display Ad – 1994
Display Ad – 2010
• Headline | Interest based
• Product Images | demogr. based
• Product copy | product based
• Local Retailer | Local targeting based
4

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. Continuous Innovation To Fuel Performance
Remarketing Display
Campaign Twitter Ads
2010 Optimizer
Contextual 2010
Targeting Tool 2010
2010
Above-the-Fold
Reach & Targeting
Frequency
management
APRIL
2009+ 2010
Campaign
Interest-Based Insights (Beta)
View-Through
Advertising Display Ad Conversion OCTOBER
(Beta) Builder Reporting
JUNE Templates SEPTEMBER
AUGUST

7. 7

8. Display Advertising Technology Landscape

9. Our Vision for Display Advertising
Simplify Performance Open

10. Agenda
1 Our Vision for Display
2 Where Are We Today?
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11. The Google Display Network
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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. 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 network
Source: comScore, April 2010

14. Display Planning
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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.
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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
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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
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18. Create a media plan
Think about who you are targeting
with your media plan. Create a
media plan and give it a descriptive
name.
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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
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20. Search by audience
Search by audience.
Find sites by defining
your audience’s
demographics and
online activity. Then
apply filters to the site
results.
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21. Search by audience
Defining your audience
1 2 3
1. 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.
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22. Search by audience
Defining your audience
4
4. 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.
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23. Search by audience
Defining your audience
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6. 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.
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24. Search by audience
Selecting 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. Search by audience
Selecting 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.
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26. Search by audience
Selecting 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.
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27. Understand site results
1 2 3 4 5 6 7 8
1. 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. 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. Audience Interest in Site Profile
Audience Interest:
Affinity, top 10 audience interests
of visitors to the site
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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.
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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...
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32. Exporting your media plan
...into new or existing campaigns/adgroups!
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33. AdPlanner
Where does data comes from?

34. Methodologies from other Players
Active Panel-Based Direct from Website ISP Data
•Users actively install •Websites add tags to allow •Analyze website visits
software on their traffic tracking from ISPs and combine
computers to track surfing with demographics data
habits •They may also do user
surveys •Challenges: Biases in
•Challenges: Small and sample based on ISP
unrepresentative •Challenges: Difficult to
samples, site reach is scale, measures page views •Examples: Hitwise
limited and then estimates people
•Examples: comScore, •Examples: Quantcast
Nielsen, Alexa, Compete
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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 are
similar to a huge panel). It doesn't contain personally identifiable information!
•In addition, Google Ad Planner only shows results for sites that receive a
significant amount of traffic, and enforces minimum thresholds for inclusion in the
tool.
•AdPlanner Data Methodology explained in details:
http://www.google.com/support/adplanner/bin/answer.py?hl=en&answer=175532
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36. Targeting Options
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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 network
Add Demographic, Geographic, Time and Exclude sites, keywords, categories

38. GDN for direct response
With contextual targeting

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.
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40. Not Your Average Targeting Technology
Page analysis:
1 Scan the page
2 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 holiday
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41. How Your Ad Is Matched To A Publisher
• Ad Matching
Text Ads Text Ads
Ad Group 2
Ad Group 3
Text Ads
Ad 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 Ads
Ad 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 Ads
Ad 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
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42. Think of Content Ad Groups as Search
Keywords
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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.
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44. Building Your Campaign: Step 1
Step 1: Finding Ad Group Themes
Step 2: Adding Keywords
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45. Finding Ad Group Themes
spain
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46. Finding Ad Group Themes
46

47. Finding Ad Group Themes
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48. Finding Ad Group Themes
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49. Building Your Campaign: Step 2
Step 1: Finding Ad Group Themes
Step 2: Adding Keywords
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50. Keyword Building: Defining Your Ad Groups
madrid international airport
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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 more
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on matching pages interested users

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 initially
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53. Remarketing
Reengaging with people who visited your
site

54. Remarketing on the Google Display Network
Find users
across the web
who previously
visited your
web site.
54

55. What is remarketing?
Let’s use an
example…
…You own a
hotel website...
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56. Someone visits your site looking for a hotel
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57. They select Luxury … but don’t book
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58. When they browse a random GDN site,
they see your ad!
… click on it … go to your website
and convert
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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 …
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60. So… does it work?
3x
increase
in
Conversion Rate
Cost per sale:
Remarketing
=
Search
33%reduction
in
Cost per Lead

61. Cool implementations
Visitor bought Remarket
Cross-selling on your these users
website with ad
Remarketing Remarket
Visitor bought
users
after a certain on your
after 3
website
period months
Visitor bought Show them
on your an ad
Seasonal website for for Father’s
Mother’s Day Day

62. Set it up: Go to “Control panel and library” in
AdWords
Place the Remarketing tag on your website
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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. Interest Based Advertising
Beta

65. What’s on the roadmap?
• Similar users
• Interest-Category Matching

66. Similar users
Grow remarketing lists and campaign
volume by finding people with similar
characteristics

67. Interest-Category Matching
etc
Reach users based on their interests

68. Display Tools to increase Reach & Conversions
68

69. Content Prediction Tool
Beta

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. The New Ad Group creation flow
Slide 6

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. Contextual Targeting Tool
Beta

74. Tightly-Themed Keyword Lists Critical For
Effective 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. Located Under “Opportunities” in AdWords
Front-End
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76. Contextual Targeting Tool Builds Keyword
Lists Automatically So You Don’t Have To
yoga mats

77. Features: Contextual Targeting Tool
Download feature to implement in campaign
Bid recommendations for
Implement chosen ad groups each ad group

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
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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
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80. Display Campaign Optimizer
Beta

81. Display Campaign Optimizer
Let 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
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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 Target
Learn Optimize

83. You Display Campaign Optimizer
Select 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
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84. Most Advertisers Don’t Take The Time, At The
Cost of Campaign Performance
Time 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. What’s so great about this?
Learn
Step 4
Display Campaign Optimizer learns what is Target
working well – and will expand on that and find
new opportunities! Optimize
Expand

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
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87. Benefits of Display Campaign Optimizer

Save time, Explore new inventory More conversions
your campaign is across millions of sites in at desired CPA
automatically managed the Google Display
and optimized Network
Your display campaign stays optimized, as DCO
continually monitors and operates in the background
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88. I get confused with the tools…
Content Prediction Tool
Contextual Targeting Tool
Display Campaign Optimizer
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89. Now it is your turn!
89

90. Thank You
www.google.com/adwords/displaynetwork