Transcript
Google Confidential and Proprietary
Google TV AdsIntroduction and Best Practices
Google TV Ads Webinar SeriesApril 16, 2008
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Diane ChourOptimization Specialist
Google TV Ads
Introducing your hosts…
Jennica SmithAccount ManagerGoogle TV Ads
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Agenda
1 Introducing Google TV Ads
2 Creating an Effective Ad
3 Building your Schedule
4 Determining the Right Budget
5 How to Optimize Based on Results
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35% increase in website traffic95% of orders from Google TV Ads customers are
first-time customers
FragranceNet drives customer acquisition
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Introducing Google TV Ads1
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The power of television
Connect With YourCustomers
The power of sight,sound and motion
can create anemotional connection
Boost BrandAwareness
Exposure to TV andonline advertisingincreases brandrecall by 63%¹
Drive OnlineBehavior
44% of consumerssaid TV triggered
their online search²
Source: 1) Thinkbox - TV and Online (2007), 2) iProspect Offline Channel Influence on Online SearchBehavior Study (Aug 2007)
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TV extends the power of your online campaign
Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007
36%
37%
30%
3%
33%
9%
17%
20%
7%
0% 20% 40% 60% 80% 100%
I have not performed a search on any of these
Ad/company name on taxi/train/city bus
Ad/company name on company truck/van/car
Billboard, indoor sports venue sign
Radio ad
Company’s store/physical location
Magazine/newspaper ad
Word of mouth from friend/acquaintances
Television ad
Percentage of Online Search Users
Question: Within the last 6 months which of the following prompted you to go to a search engine to look for information on a particularcompany, product, service or slogan? (Select all that apply)
Television drives search behavior
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A winning combination
Measurement,Accountability,Optimization
The Benefitsof Online
The Power ofTelevision
Sight, Soundand Motion
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What is Google TV Ads?A flexible, all-digital system for buying moreaccountable and measurable TV advertising.
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Greater Flexibility PrecisionMeasurement
More Accountability
+ +
Maximize the effectiveness of your TVadvertising campaign
How Google TV Ads can benefit you
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Access 94 national TV networks within AdWords
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Choose your own price and get what you pay for
Get what you pay for.
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Creating an Effective Ad2
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35% increase in website traffic95% of orders from Google TV Ads customers are
first-time customers
FragranceNet Approach• Used coupon codes and routed to unique URL (Fragrance.net)
FragranceNet drives customer acquisition
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i Identify your target customer
ii Craft your key message
iii Support your key message
iv Decide on a call to action
v Pull it all together
Creating an effective ad Who are they? Where do they live? What are their hobbies? What are their education levels? What are their income levels?
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i Identify your target customer
ii Craft your key message
iii Support your key message
iv Decide on a call to action
v Pull it all together
Creating an effective ad
What is your objective?• Brand Awareness?• Direct Response?• New product/service?
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i Identify your target customer
ii Craft your key message
iii Support your key message
iv Decide on a call to action
v Pull it all together
Creating an effective ad
Focus on your message Keep things clear & concise Consider showing people in
…the TV Ads creative
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i Identify your target customer
ii Craft your key message
iii Support your key message
iv Decide on a call to action
v Pull it all together
Creating an effective ad
Use clear calls to action• Tell the customer what
you want them to do Track, Track, Track!
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i Identify your target customer
ii Craft your key message
iii Support your key message
iv Decide on a call to action
v Pull it all together
Creating an effective ad
Focus on audio & visual….elements Implement complementary ….….online campaigns Check that your ad meetstechnical and editorialguidelines
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Use the Ad Creation Marketplace to get started
Approve and run adOnce your ad is approved, thespecialist can upload it directly toyour AdWords account so you canselect it for your campaign.
Send requestsBrowse and search forspecialists for free.
1 Accept bidChoose the specialist whomeets your needs.
3 Pay and review specialistSubmit payment to your specialist,then rate the quality of yourexperience.
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YourBusiness
Here
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Don’t have a TV ad?
How do I qualify?• Use the Ad Creation Marketplace to create an ad to use
in your TV campaign.
• Activate your campaign to air by June 30th, 2008.• Your ad campaign must run for a minimum of 4 consecutive
weeks at a minimum average spend of $2,000 per week.
• You'll receive a credit in your Google TV Adsadvertising account after your ad airs.
Offer:Use the Ad Creation Marketplace to create your TV commercialand we’ll reimburse you up to $2,000 for the cost of the ad.
YourBusiness
Here
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Use the Ad Creation Marketplace to get started
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Google TV Ad Creation Marketplace
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(type your response into the chat window)
POP POLL
Question:What are some examples of a ‘call to action’ you can
include in your TV commercial?
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POP POLL
Answers:unique URL
unique phone numberunique coupon code
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Building your schedule3
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Building your schedule
i Choose your target audience
ii Select your networks
iii Select your dayparts
iv Add or block programs
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Select relevant networks and dayparts
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Target viewers through specific content
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Let Google help you create your schedule
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Determining the Right Budget4
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Get budget suggestions for your TV campaign
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Budgeting
i Set your date range
ii Set your daily budget and CPM
iii Use the Traffic Estimator
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Get impression and cost estimates
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Identify why your ad is not airing using the Ads Diagnostic Tool
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Identify why your ad is not airing using the Ads Diagnostic Tool
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(type your response into the chat window)
POP POLL
Which of the following targeting options areavailable for your TV Ads campaign?
A. daypart targetingB. network targetingC. program targeting
D. all of the above
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How to Optimize Based onResults
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Experiment, learn, optimize
i Experiment with the auction
ii Review your reports
iii Optimize your campaign
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35% increase in website traffic95% of orders from Google TV Ads customers are
first-time customers
FragranceNet Approach• Used codes and routed to unique URL (Fragrance.net)
• Tested 21 coupon networks at different dayparts and CPMs
• Narrowed to five networks that demonstrated the best conversion
FragranceNet drives customer acquisition
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The journey from remote control to report center
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Understanding your reports
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Analyze the effectiveness of your TV Campaigns with Analytics
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Analyze the effectiveness of your TV Campaigns with Analytics
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Locate TV campaign
reports
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Analyze the effectiveness of your TV Campaigns with Analytics
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Locate TV campaign
reports
Drill into specific TV campaigns
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Analyze the effectiveness of your TV Campaigns with Analytics
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Locate TV campaign
reports
Drill into specific TV campaigns
View correlationbetween TV campaignand website metrics
to measure effectiveness
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Analyze the effectiveness of your TV Campaigns with Analytics
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Locate TV campaign
reports
Drill into specific TV campaigns
View correlationbetween TV campaignand website metrics
to measure effectiveness
Supports manydifferent TV metricsand website metrics
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Adjust your campaign on the fly
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40% increase in brochure requests
"I really feel like our money is being maximized.“
Cindy McAlpin, Marketing Director, Hanley Center
Hanley Center Approach
• Tested a dozen networks at different dayparts and CPMs
• Targeted specific TV programs featuring relevant content
• Discovered new, responsive regional markets fromGoogle TV Ads and increased exposure using Google Audio Ads
Hanley Center Drives Response and Increases Enrollment
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(type your response into the chat window)
POP POLL
I can edit my campaign targets, pause my campaign, or change my CPM bid and have any of those changes
go into effect for the next day's airings.
TrueFalse
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Resources
• Getting started guide :http://www.google.com/adwords/tvads/guide/index.html
• Product demo:http://www.google.com/adwords/tvads/demo.html
• Request a custom proposal:http://services.google.com/ads_inquiry/tvads_campaignproposal
• Ad Creation Marketplace promotion:http://www.google.com/adwords/tvads/promotions/acm.html
YourBusiness
Here
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Thank you
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