Google Tv Ads Webinar

Google Confidential and Proprietary

Google TV AdsIntroduction and Best Practices

Google TV Ads Webinar SeriesApril 16, 2008


Diane ChourOptimization Specialist

Google TV Ads

Introducing your hosts…

Jennica SmithAccount ManagerGoogle TV Ads

Google Confidential and Proprietary 3

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


35% increase in website traffic95% of orders from Google TV Ads customers are

first-time customers

FragranceNet drives customer acquisition


Introducing Google TV Ads1


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)


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


A winning combination

Measurement,Accountability,Optimization

The Benefitsof Online

The Power ofTelevision

Sight, Soundand Motion


What is Google TV Ads?A flexible, all-digital system for buying moreaccountable and measurable TV advertising.


Greater Flexibility PrecisionMeasurement

More Accountability

+ +

Maximize the effectiveness of your TVadvertising campaign

How Google TV Ads can benefit you


Access 94 national TV networks within AdWords


Choose your own price and get what you pay for

Get what you pay for.


Creating an Effective Ad2




FragranceNet Approach• Used coupon codes and routed to unique URL (Fragrance.net)



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?







Creating an effective ad

What is your objective?• Brand Awareness?• Direct Response?• New product/service?








Focus on your message Keep things clear & concise Consider showing people in

…the TV Ads creative








Use clear calls to action• Tell the customer what

you want them to do Track, Track, Track!








Focus on audio & visual….elements Implement complementary ….….online campaigns Check that your ad meetstechnical and editorialguidelines


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.

4

YourBusiness

Here

1 2


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


Use the Ad Creation Marketplace to get started


Google TV Ad Creation Marketplace


(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?


POP POLL

Answers:unique URL

unique phone numberunique coupon code


Building your schedule3


Building your schedule

i Choose your target audience

ii Select your networks

iii Select your dayparts

iv Add or block programs


Select relevant networks and dayparts


Target viewers through specific content


Let Google help you create your schedule


Determining the Right Budget4


Get budget suggestions for your TV campaign


Budgeting

i Set your date range

ii Set your daily budget and CPM

iii Use the Traffic Estimator


Get impression and cost estimates


Identify why your ad is not airing using the Ads Diagnostic Tool


Identify why your ad is not airing using the Ads Diagnostic Tool



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


How to Optimize Based onResults

5


Experiment, learn, optimize

i Experiment with the auction

ii Review your reports

iii Optimize your campaign




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



The journey from remote control to report center


Understanding your reports


Analyze the effectiveness of your TV Campaigns with Analytics

43



44

Locate TV campaign

reports



45

Locate TV campaign

reports

Drill into specific TV campaigns



46

Locate TV campaign

reports


View correlationbetween TV campaignand website metrics

to measure effectiveness



47

Locate TV campaign

reports


View correlationbetween TV campaignand website metrics

to measure effectiveness

Supports manydifferent TV metricsand website metrics


Adjust your campaign on the fly


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



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


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


Thank you

Google Tv Ads Webinar

Technology

adwords google confidential

google tv ads2

results google confidential

google tv ads customers

google tv ads introduction

tv triggeredcan

tv commercialand

thinkbox tv