Google Display Network - Searchstrategies 2010 - Pascal van Laere

Google Confidential and Proprietary

Google Display Network

The Performance Network

The Performance Network

1 � Why we think Display is going to be HUGE ?�

2 � The Google Display Network : Facts & Figures�

3 � How to reach my customers through the GDN ?�

4 � Remarketing : What‘s in a name ?�

Display is a 15 Year Old Media

Display Everywhere

$20bn

5

Everything is going to be Display

7 7 7

Everyone, Everywhere… Always Connected.

8

Media Fragmentation is no Longer a Barrier

9

Fragmentation is Now an Opportunity.

Search covers an important part of the buying life cycle

Display Search

Awareness Interest Desire Action

Drive Awareness and Sales along the entire spectrum of the Buying Cycle and Life Cycle of your products.

Buying Life Cycle

Display covers the whole spectrum of the buying life cycle !

12 12

Display Advertising is at a Tipping Point.

Google Confidential and Proprietary 12

13

Vision for Display GDN

Offer tools for better planning, targeting and reporting

Offer branding opportunities

For Advertisers:

Reaching users at the moment of relevancy

For Users:

For Publishers:

Applying the science of search to the art of display

Intelligently maximizing yield for publisher partners

Serving and formats

Google Confidential and Proprietary

The Google Display Network Some facts and figures

What is the Google Display Network?

YouTube and Google Sites Partner Sites

Sites Games Social Media Video Feeds Mobile

Flexible site placement;

targeting options

#1 Online Advertising Network

Mass Media

Niche Media

Reach

Across both mass-media and niche sites

Google Display Network Performances

Source : 2010 comScore, Inc, August 2010

4,793 4,605

1,622 1,544 1,527 1,363 1,288 683

372 12

3,099 2,601

39 61 46 97 29 10 18 0 0 10 20 30 40 50 60 70 80 90

0

1,000

2,000

3,000

4,000

5,000

6,000

Tot UV (000) Total PV (MM) %Reach

Google Display Network = High Reach!

Mapping the Google Display Network in Belgium

18

•  On the GDN, alone, reach of 4.793 M unique users/p.m.

•  That’s 84% reach!

•  The GDN serves over 3,1B* display impressions p.m. That’s >545 impressions per person per month!

Source: Google Internal data / Comscore Aug 10

How to target your customers on the Google Display Network ?

Contextual Targeting

Placement Targeting

Remarketing

Where They Are Where They Have Been

Topic Targeting

Contextual Targeting Serve ads to consumers based on the content they’re reading using the most powerful contextual technology in the world

Google uses keywords and themes to find the right placements, showing your ads on pages that are the most suitable match for your message

Not Your Average Targeting Technology

Page Analysis

Scan the page 1

bikram yoga, bikram yoga for beginners, learning bikram yoga, bikram yoga classes

Keywords

bikram yoga, yoga classes

Themes

Analyze the page 2Machine learning technology turns keywords into targetable themes

21

How Your Ad Is Matched To A Publisher

Ad Matching

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule A

d G

roup

4

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule A

d G

roup

5

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule A

d G

roup

6

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule A

d G

roup

2

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule A

d G

roup

3

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule Ad

Gro

up 7

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule A

d G

roup

8

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule A

d G

roup

9

Ad

Gro

up 1

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule

Themes

Keywords

22

Category Targeting Serve ads to consumers based on our categorisation of thousands of sites

Choose from over 600 categories

Luxury Goods

Luxury Auto Sites Travel Sites

Golf Sites

Placement Targeting Serve ads to consumers based on specific sites on the Google Display Network

You can select specific web pages, online videos, games, RSS feeds, and mobile sites to show your ads

AdPlanner allows you to search for specific sites based on the audience that you are targeting

Remarketing 97% of new site visitors don’t convert on the first visit to your website. Target those people on the Google Display Network to bring them back to your site.

Source: Core Metrics UK Benchmarking, March 2009

Remarketing 97% of new site visitors don’t convert on the first visit to your website. Target those people on the Google Display Network to bring them back to your site.

Source: Core Metrics UK Benchmarking, March 2009

Remarketing Reaching people who previously visited your website

2 User visits homepage that was

tagged with a remarketing code.

5 … and visits a site of the GDN.

Our server recognises the cookie ID and serves the advertiser‘s ad.

Internet user visits client site

1 3 Our server collects cookie IDs of every visitor and creates a «user list».

User List

•  Cookie 1357 •  Cookie 2468 •  Cookie 9753 •  …

4 Next time user browses the web … 6

User clicks on the ad and is directed to the

advertiser’s site.

2

Cookie 1357

Cookie 1357

Full set of creative options to engage with users

Ad Format Sizes

Standard Image (JPG or GIF)

Standard Flash

Rich Media Flash

Click-to-play Video Ads

Banner: 468 x 60

Square: 250 x 250

Small Square: 200 x 200

Leaderboard: 728 x 90

Medium Rectangle: 300 x 250

Large Rectangle: 336 x 280

Skyscraper: 120 x 600

Wide Skyscraper: 160 x 600

No penalties for late submission or campaign withdrawals

No contracts ever

No premiums on different formats (like image, video, rich-media) OR remarketing

Price set by market Ensures that you only pay the minimum needed for your ad position; No fixed, inflated pricing, you chose the level to start off at

You are in Control: Set Your Own Pricing

Client Needs, Targeting Options & AIDA Mapping

ROI

Reach Branding

Placement targeting

Topic Targeting

Remarketing

AIDA user model

Keyword targeting

Google Display Network Our recommended solution for your marketing need

Direct Response Branding

Goal •  Drive Purchase, Downloads, Sign-ups and Leads

•  Create Awareness •  Generate Interest

Targeting •  Category Targeting •  Contextual Targeting •  Remarketing

•  Placement Targeting •  Category Targeting

Bidding •  CPC •  CPM

Ad Format •  Text •  Image •  Rich Media

•  Image and CTP Video •  Rich Media •  InStream Video

Tools that make our lives easier !

DoubleClick AdPlanner

AdWords Placement Tool

YouTube Video Targeting Tool

Find relevant Sites & Videos

AdWords Keyword Tool

Search-Based Keyword Tool

Google Wonder Wheel

Develop keyword themes

Google Insights for Search

DoubleClick AdPlanner

GDN Planning tool

Find insights about your audience

Plan your campaigns with

the largest data set of audience behavior

on the internet

Thank You.

Pascal Van Laere Media Solutions Manager – Google Display Network [email protected]