Display Advertising Strategy

Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay

Display Targeting Strategies for Direct Response A Google Display Network Webinar

June 2011


Housekeeping

2

Look for follow-up email.

A Word On Measurement Questions? Type in chat window.

A Word On Measurement Look for follow-up email. Take our survey!


Tweeting?

3

Use the following hashtag: #GDN

Send us questions at: @GoogleDisplay


4

Laura Bierbower Google Display Network Specialist

[email protected]

David Monsees Product Manager, Google Display

[email protected]


Agenda

5

The Display Opportunity

Targeting Options & Strategies

A Word On Measurement


The right audience The right ad MAGIC

MOMENT

6


7

A Direct Response Marketer Is Always Balancing

Cost

Conversions PPC, CPC, CTR, PFP, CPL, CPA, UV, ROAS. Great! And

what about the ROI?

Don’t bother me with jargon!


Holy Grail of Magic Moments

8


“Display advertising can be a $200B industry in less than 10 years.”

Eric Schmidt, Executive Chairman, Google AdWeek

Display Is On Fire

9

15.9B in 2014

$200B

10.2B in 2010

Source: eMarketer, Nov. 2010


What’s Affecting Budgets? Hint: Magic Moments

10

53% of advertisers increased budgets due to availability of more targeting options


Display Performs

11

88% lift in purchase intent

GDN remarketing drove 20% of computer sales at 14% lower CPC

50% lift in ROI on interest based ads

Millions of subscribers acquired via display ads


12

Many powerful

signals. Which to tap into?

Audience/ Behavioral

Run of Site

Demographics

Auto Optimization

Remarketing

Contextual

Topics / Categories


Conversion Tracking Unlocks Performance

Remarketing Multi-Channel Funnels

Auto- optimization

tools

Conversion metrics

Place 2 tags, get 4 Google products for free.

13


14

Many powerful

signals. Which to tap into?


Run of Site

Demographics

Auto Optimization

Remarketing

Contextual

Topics / Categories


15

Demographics

Run of Site

Auto Optimization


Contextual

Categories/ Topics

Remarketing

Those That Drive Magic Moments At

Scale…

Run of Site


Remarketing

Topics Targeting

Run of Site (Placement Targeting)

Interest Categories

DCO

Contextual (Keywords)

Cost Per Conversion (CPA) GOOD COSTLY

Nail It, Then Scale It

16

Con

vers

ion

Rat

e LO

W

GO

OD



Topics Targeting



Interest Categories

DCO


Remarketing

17

Con

vers

ion

Rat

e LO

W

GO

OD


Start With The Cream Of The Crop


18

Con

vers

ion

Rat

e LO

W

GO

OD

Your Ad Remarketing

Source: http://www.webpronews.com/topnews/2010/11/22/how-and-why-remarketing-can-gain-back-lost-customers; Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010


Start With The Cream Of The Crop


19

Con

vers

ion

Rat

e LO

W

GO

OD

of people who visit a website leave without completing the actions marketers want them to take

96%

of shoppers abandon their shopping cart rather than follow through with their transaction

70% Remarketing

Source: http://www.webpronews.com/topnews/2010/11/22/how-and-why-remarketing-can-gain-back-lost-customers; Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010


Remarketing With The GDN

20

500M users served hundreds

of billions of impressions every month

Instantly Re-engage

lost customers

84% of people on a typical

remarketing list

And At Scale Reach Them Quickly Reach More Users…


Strategies From The Field: All Remarketing Is Not Equal

21

Homepage

Shopping cart page

Product pages

Search landing page

Best SLR Cameras on sale The best rated SLR cameras with the best discounts www.digitalreview.com

Any action you can re-market based on, you should tag.

Step 1:

Insert a few lines of code onto key pages



Remarketing Abandoned

Shopping Cart

Remarketing: Product Pages

Remarketing: Search

Landing Page

Remarketing: Homepage

Strategies From The Field: All Remarketing Is Not Equal

22

20% of computer sales from remarketing

14% decrease in CPCs and expense-to-revenue ratio

Con

vers

ion

Rat

e LO

W

GO

OD


Reach Only New Customers Exclude Conversion Page From All Remarketing Lists

23

2X CTR and view-through conversions

25% increase in direct traffic

Homepage

Shopping cart page

Product pages

Search landing page


Squeeze Every Last Drop From Remarketing



Shopping Cart


Remarketing: Search

Landing Page


24

Con

vers

ion

Rat

e LO

W

GO

OD





Shopping Cart


Remarketing: Search

Landing Page


25

Con

vers

ion

Rat

e LO

W

GO

OD


Con

vers

ion

Rat

e LO

W

GO

OD

Remarketing: Search

Landing Page





Shopping Cart

26





Then Start Scaling: Keyword Contextual Targeting

27

Con

vers

ion

Rat

e LO

W

GO

OD

Remarketing: Search

Landing Page

Remarketing: Product Pages Remarketing

Abandoned Shopping Cart



Technology Is the Difference: Not Your Average Contextual Targeting

28

Lens

Photo Camera

Lens

Vision Contacts


Expand Beyond Brand and Product Keywords

Product Keywords

Strategies From the Field: Start Specific, Then Expand…

Brand Keywords

brand brand cameras brand slr brand digital camera

101% increase in conversions

28% decrease in CPA

29

digital cameras slr dslr cameras

photography outdoor photography digital photography photography tips


Keyword Contextual Targeting



30

Con

vers

ion

Rat

e LO

W

GO

OD

Remarketing: Search

Landing Page







KCT: Brand

Keywords

KCT: Product

Keywords

31

Con

vers

ion

Rat

e LO

W

GO

OD

Remarketing: Search

Landing Page




KCT: Related

Keywords


Killer Feature: Contextual Targeting Tool

32

Export to add directly to your campaign Suggested bids

Pick ad groups you want to add


Killer Feature: Impression Share See % of auctions you’re not winning, and why

33

Your Ad. Your Ad.

Your Ad.


Killer Feature: Impression Share See % of auctions you’re not winning, and why

34

Your Ad. Your Ad.

Your Ad.

50% Impression Share

Your Ad. Your Ad.

Your Ad.


Measure and Optimize At Site Level

35

1 View site-level performance

2 Optimize bids, exclude sites


Expand Further With Conversion Optimizer

36

CPA: $26.00

Bids automatically for each impression for more conversions

Location

Browser

Web page content

Time of day

Your Ad.


Not Eligible? Use Enhanced CPC

37

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

Enhanced CPC is a good option for advertisers who:

Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay 38

Your Ad

Remarketing closes the loop Contextual Fuels Remarketing


Come On! You Guys Are Google. Can I Get Even More??


KCT: Brand Terms

KCT: Product Terms

39

Con

vers

ion

Rat

e LO

W

GO

OD

Remarketing: Search

Landing Page




KCT: Related

Keywords


Scale Further: Display Campaign Optimizer

Cost Per Conversion (CPA) GOOD COSTY

KCT: Brand Terms

KCT: Product Terms

DCO

40

Con

vers

ion

Rat

e LO

W

GO

OD

Remarketing: Search

Landing Page




KCT: Related

Keywords


DCO: Turnkey Technology Does The Heavy Lifting

DISPLAY CAMPAIGN OPTIMIZER

?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

YOU PROVIDE:

Creative

Budget

Target CPA

Happens over millions of websites

41




?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

$.50

$.47

$2.22

$.12

$.23

$.09

$.16

$.77

$.75

$1.01

YOU PROVIDE:

Creative

Budget

Target CPA


42




?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

$.50

$.47

$2.22

$.12

$.23

$.09

X

X

X

X

X

X

$.16

$.77

$.75

$1.01

YOU PROVIDE:

Creative

Budget

Target CPA


43




?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

$.50

$.47

$2.22

$.12

$.23

$.09

X

X

X

X

X

X

$.16

$.77

$.75

$1.01

$.70

$1.35

$.82

$.88

$1.16

$.46

YOU PROVIDE:

Creative

Budget

Target CPA


44




?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

?

? ? ? ?

$.50

$.47

$2.22

$.12

$.23

$.09

X

X

X

X

X

X

$.16

$.77

$.75

$1.01

$.70

$1.35

$.82

$.88

$1.16

$.46

$

YOU PROVIDE:

Creative

Budget

Target CPA


45


DCO: Key Considerations

46

Fully automated

Conversion Optimizer or Enhanced CPC are good alternatives

Not available to all advertisers

15% increase in ROI

30% of budget and most conversions coming from GDN


KCT: Related

Keywords

But Wait, There’s More! Interest Categories


DCO

KCT: Brand Terms

KCT: Product Terms

Interest Categories

47

Con

vers

ion

Rat

e LO

W

GO

OD

Remarketing: Search

Landing Page




Audience (Interests)

Context


Audience Targeting Is Here To Stay

48

85% of advertisers use audience targeting

47% of advertisers & agencies said they’d use audience targeting for most of their online spend

Source: Forrester, 2010; eMarketer, Jan 2010


Audience Targeting With Google

49

500M+ daily global internet users

1000+ interest categories

All Ad Formats including text

100s of Billions impressions monthly

It’s Big It’s Intelligent Types of sites

Frequency of visits

Recency of visits

It’s Efficient

Real-time auction

No added cost for audience data


400% increase in conversion volume

6X increase in daily spend based on great performance 50

1

Target interests: > Consumer electronics > Photography

A Target interests relevant to your products and services

B Unleash the Conversion Optimizer

> Tell us your CPA > Get granular, page-based bid optimization to boost conversions

Start with interests related to your business

Strategies From The Field: Start Specific, Then Expand


Killer Feature: Audience Composition Reports

51

2 Target related, “proven” interests

A Understand which audience segments are already performing well from converted users remarketing list

B Target those interest categories specifically

Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay 52

Your Ad

Remarketing closes the loop Interest Categories Fuel Remarketing


KCT: Related

Keywords


Con

vers

ion

Rat

e LO

W

GO

OD

DCO

KCT: Brand Terms

KCT: Product Terms

Topic Targeting

Interest Categories


Run of Site and Topic Targeting

53

Remarketing: Search

Landing Page






Topics Targeting



Interest Categories

DCO


Remarketing

54

Con

vers

ion

Rat

e LO

W

GO

OD


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

55


Net Profit: $930

Keyword Contextual

30 sales

Interest Categories

35 sales

A Word On Measurement: Net Profit, Not CPA

Remarketing

20 sales

Display Campaign Optimizer

50 sales

Conversion Value: $30 CPA Goal: $9 Product cost: $15

CPA: $6.50 CPA: $8.00 CPA: $7.50 CPA: $10.00

Net Profit: $780

56 Net Profit = (Total Revenue) – (Advertising & Product Costs)


Keyword Contextual

30 sales

Interest Categories

35 sales

A Word On Measurement: Net Profit, Not CPA

Remarketing

20 sales

Display Campaign Optimizer

50 sales

Net Profit: $930

CPA: $6.50 CPA: $8.00 CPA: $7.50 CPA: $10.00

Net Profit: $780

57

18

$768

Net Profit = (Total Revenue) – (Advertising & Product Costs)

Conversion Value: $30 CPA Goal: $9 Product cost: $15


Three Things You Can Do Today

58

Have you overlooked low-hanging fruit, or opportunities to expand?

Remarketing Conversion Tracking

Use Conversion Optimizer

Evaluate Your Targeting Mix Tag Your Pages

Works with any targeting type


59

Questions?

A Word On Measurement Take our survey!

A Word On Measurement Look for follow-up email.

Display Advertising Strategy

Business

good costly

good costly

brand terms

ad remarketing

audience behavioral

googledisplay

rated slr

topics targeting