Google display network deck for auto clients

Download Google display network  deck for auto clients

Post on 11-Aug-2014

3.531 views

Category:

Automotive

0 download

Embed Size (px)

DESCRIPTION

 

TRANSCRIPT

<ul><li>the google display network performance at scale for automarketers </li><li><ul><li>316B Impressions, 203MM Unique Users, 92% US Reach </li></ul>The #1 US Ad Network under 1 Umbrella Sources: comScore Media Metrix Report, October 2011, Google Ad Planner, Internal Google Analysis, Partner Sites 203M visitors/month 92% of US internet users 316B impressions/month Hundreds of comScore 1000 sites Ad Exchange YouTube, Google Sites Hundreds of premium publishers, with hundreds of millionsof ad placements available every day YouTube: 160M US visitors/month 1B+ Video Views/Day 2nd largest search engine 5% of all online time spent Google Sites: Finance 3.8M visitors/month Blogger 7.4M visitors/month Sites Games Social Media Video Feeds Mobile </li><li>the GDN difference <ul><li>Technology &amp; Performance </li></ul><ul><li>Direct-to-publisher </li></ul><ul><li>Real-time auction </li></ul><ul><li>Market leading contextual and audience technology </li></ul><ul><li>Complement your Network and Trading Desk buys </li></ul><ul><li>Service </li></ul><ul><li>Full account management </li></ul><ul><li>Hands on optimization </li></ul><ul><li>Clear customer strategy defined to deliver results </li></ul><ul><li>Control </li></ul><ul><li>Full network transparency </li></ul><ul><li>CPC/CPM/CPA buying with no premium on formats/targeting </li></ul><ul><li>Pause, change and up-weight campaigns with no penalties </li></ul></li><li>most powerful way to reach your audience The right person . The right time . Audience Context </li><li>audience + context drives results for auto advertisers Source: Jumpstart Automotive Group: Blending contextual and Audience Targeting Delivers Maximum In-Market Ad Effectiveness, July 2010 When both contextual and audience targeting were used in tandem, factors such as brand awareness, favorability, message association, and automotive purchase intent grew by as much as 61% and KPIs went up 15% </li><li>GDN s world class solutions for each <ul><li>Context </li></ul><ul><li>Target based on where your audience is: </li></ul><ul><li>1. Keywords </li></ul><ul><li>2. Content </li></ul><ul><li>3. Specific Sites/Videos/Channels </li></ul>+ Audience Reach your audience based on who they are 1. Demographics 2. Interests 3. Remarketing/Negative Remarketing 4. Similar Users 5. In-Market (Blue Kai) the right person, the right time across the #1 Display Network and Video Site Online </li><li>context </li><li>what is contextual targeting? machine learning technology understands the meaning of a page relevant ad is served precisely as the user is reading the page thousands of times, every second , across the web google applies the power of our algorithms to contextual targeting </li><li>context: keyword contextual targeting Google technology scans millions of pages at scale to find the best placements for your campaign. Mass reach in highly relevant locations, like articles related to your products. You choose the keywords, we find the right sites. </li><li>add it with ease contextual targeting tool the contextual targeting tool help you build dozens, even hundreds, of ad groups in minutes, quickly scaling your campaign performance while ensuring accurate targeting for your campaign. </li><li>context: topic targeting <ul><li>alternative to selecting individual sites. Google has categorized thousands of sites and pages for you. </li></ul><ul><li>we help you select from a list of over 1750 categories: </li></ul><ul><li>endemic </li></ul><ul><li>vehicle shopping </li></ul><ul><li>specific vehicle brands </li></ul><ul><li>parts &amp; accessories </li></ul><ul><li>auto shows </li></ul><ul><li>and many more </li></ul><ul><li>lifestyle </li></ul><ul><li>luxury goods </li></ul><ul><li>parenting </li></ul><ul><li>entertainment </li></ul><ul><li>shopping </li></ul><ul><li>and many more </li></ul><ul><li>topics &amp; placements can work together. example: autos on new york times </li></ul>WATCH THIS SPACE. </li><li>context: placement targeting Serve ads to consumers based on specific sites on the Google Display Network You pick the web sites, videos, games and RSS feeds that are right for your campaign AdPlanner allows you to search for specific sites based on the audience that you are targeting </li><li><ul><li>five benefits of reserve </li></ul>context: extend campaigns with GDN reserve <ul><li>pre-screened inventory ensures brand-safety </li></ul><ul><li>content channels make scaling easy </li></ul><ul><li>guaranteed impressions help drive media goals </li></ul><ul><li>cpm pricing facilitates budgeting </li></ul><ul><li>one i/o and invoice for all reserve buys means less paperwork and processes </li></ul><ul><li>entertainment </li></ul><ul><li>sports </li></ul><ul><li>womens interest </li></ul><ul><li>technology </li></ul><ul><li>news </li></ul><ul><li>other brand-safe sites not already in above channels </li></ul><ul><li>run of reserve </li></ul>channels: </li><li>context: GDN blast Blast your ad over a one or two day period to a targeted group of Standard Vehicle Shoppers on hundreds of premium and niche websites, driving millions of impressions at a cost-efficient price Source: Compete GDN Blast vs. Portal Takeover, April 2011. Top portal: Yahoo Homepage. Standard Vehicle Shopper defined as any user that performed a KPI on a standard vehicle site 36% of Standard Vehicle Shoppers can uniquely be reached via a one-day Google Display Network Blast that cannot be reached on the top portal homepage * AD AD AD AD AD AD AD AD AD AD AD CPM Estimates More Efficient Than a Portal! Low High Portal Takeover $3 $13 GDN Blast $0.50 $2 </li><li>context: GDN blast + YouTube takeover A one-day Custom Google Display Network Blast + YouTube Homepage Takeover reaches 24% of Standard Vehicle Shoppers Blast your ad over a one or two day period to a targeted group of Standard Vehicle Shoppers on hundreds of premium and niche websites, driving millions of impressions at a cost-efficient price Source: Compete GDN Blast vs. Portal Takeover, July 2010. Top portal: Yahoo Homepage. Standard Vehicle Shopper defined as any user that performed a KPI on a standard vehicle site 24% + Average CPM Estimates GDN Blast YouTube Portal $1 $5 $6 </li><li>audience </li><li>how does audience marketing work? intelligent algorithm for determining interests and demographics considers: Types of sites/videos visited How frequently each site was visited How recently each site was visited </li><li>audience: interest categories Show ads to people based on their interests. Google analyses the websites a user visits over a period of time and recognises people s interests. Relevant ads can be served even when they are exploring other interests Auto Enthusiast Sites Auto Enthusiast </li><li>audience: remarketing <ul><li>Reach people who have: </li></ul><ul><li>visited your website </li></ul><ul><li>visited your YouTube channel </li></ul><ul><li>watched your video </li></ul><ul><li>interacted with your YT Masthead </li></ul><ul><li>Re-advertise to these people again and bring them back to your site. </li></ul><ul><li>Plug in your DoubleClick Boomerang lists </li></ul><ul><li>or use our Pixel. </li></ul><ul><li>Create different marketing messages for different cookie lists </li></ul></li><li>audience: negative remarketing <ul><li>Reach people who have NOT: </li></ul><ul><li>visited your website </li></ul><ul><li>visited your YouTube channel </li></ul><ul><li>watched your video </li></ul><ul><li>interacted with your YT Masthead </li></ul><ul><li>Negative remarketing gives you the opportunity to acquire new customers and extend your campaign reach. </li></ul></li><li>3 rd party audience data * available on YouTube, limited on GDN audience data comes from a variety of data suppliers based on: In-Market, Branded, Geographic, Interest and Past Purchase behavior. <ul><li>Sample Categories </li></ul><ul><li>Auto Accessories </li></ul><ul><li>New Car Buyer </li></ul><ul><li>Auto Leaser </li></ul><ul><li>Auto Parts </li></ul><ul><li>Purchase Predictor New Sporty Car </li></ul><ul><li>Purchase Predictor New Minivan </li></ul><ul><li>Vehicle Budget - $40,000 - $49,000 </li></ul><ul><li>Lease Vehicle Affinity </li></ul><ul><li>Honda Affinity </li></ul><ul><li>Auto Repair Pep Boys </li></ul><ul><li>Age of Vehicle </li></ul>Powerful Audience Data at Scale blue kai is still in limited beta on GDN and more data providers are coming this quarter. Please check with Terrio@ on your clients ability to participate. blue kai is fully available on YT </li><li>audience: demographics (BETA) Note: On the GDN, Age and gender are inferred the same way as interest categories by looking at the types of sites browsed on the Google Display Network. On YouTube, it is based on Registration Data Male, 18-25 Male, 55-64 Select your audience based on their inferred age and gender on the GDN or based on registration data on YouTube. If you want your ads to be seen by women aged 18-24, or people over 55, demographic targeting is the tool for you. </li><li>audience: similar users (BETA) Find like minded consumers . Google s l ook-a-like technology finds consumers with similar browsing habits to those on your remarketing list. Similar Users User hasn t been to your website but visited the same sports sites Remarketing List User has been to your been to your website and visits sports sites = </li><li>solutions by objective </li><li>your GDN targeting toolkit <ul><li>Context </li></ul>+ audience 1st Party Data 3rd Party Data Where is your audience? Who is your audience? context Keyword Contextual Targeting Placement Targeting Topic Targeting Similar Users GDN reserve Demographics Remarketing Negative Remarketing Interests Blue Kai GDN Blast </li><li>your GDN targeting toolkit <ul><li>Context </li></ul>+ audience 1st Party Data 3rd Party Data Where is your audience? Who is your audience? context Recommended targeting options for Branding Keyword Contextual Targeting Placement Targeting Topic Targeting Similar Users GDN reserve Demographics Remarketing Negative Remarketing Interests Blue Kai GDN Blast </li><li>your GDN targeting toolkit <ul><li>Context </li></ul>+ audience 1st Party Data 3rd Party Data Where is your audience? Who is your audience? context Recommended targeting options for Direct Response Keyword Contextual Targeting Placement Targeting Topic Targeting Similar Users GDN reserve Demographics Remarketing Negative Remarketing Interests Blue Kai GDN Blast </li><li>Thanks! </li><li>additional </li><li><ul><li>in-market audiences who choose to watch your video </li></ul>audience: blue kai + trueview* TrueView suite of video ads viewer choice = engaged view Blue Kai In-Market Audiences coming soon the ability to target in-market shoppers with viewer chosen, cost-per-view video ads * available when Blue Kai comes to GDN </li><li>the GDN complements your trading desk Google Display Network Trading Desk Inventory Pool <ul><li>Google Display Network </li></ul><ul><li>Other Ad Exchanges </li></ul><ul><li>Google Display Network </li></ul>Data <ul><li>1st Party (client) </li></ul><ul><li>3rd Party (e.g. Quantcast) </li></ul><ul><li>1st Party (client) &amp; 3 rd Party (Blue Kai) </li></ul><ul><li>Google Display Network audience clusters </li></ul>Targeting <ul><li>Topic </li></ul><ul><li>Placement </li></ul><ul><li>Audience </li></ul><ul><li>Contextual </li></ul><ul><li>Topic </li></ul><ul><li>Placement </li></ul><ul><li>Audience </li></ul><ul><li>Similar users </li></ul><ul><li>CPC </li></ul>Optimization <ul><li>RTB </li></ul><ul><li>Google optimization suite </li></ul><ul><li>Full service optimization team </li></ul>Complementary <ul><li>Access the best Contextual Targeting engine in the world via the Google Display Network </li></ul><ul><li>Get access to free Adwords audience clusters </li></ul><ul><li>Get access to free look-a-like technology and future audience innovation </li></ul></li><li>optimization on the Google Display Network Automated optimization <ul><li>Google technology to drive performance efficiently and effectively. Features include: </li></ul><ul><li><ul><li>Conversion optimizer to optimize campaigns toward the maximum or target CPA you set on a certain amount of targeting (keywords, categories, audiences) </li></ul></li></ul><ul><li><ul><li>Display Campaign optimizer to drive conversions automatically across the whole network when you provide creative, budget and target CPA </li></ul></li></ul>Hands-On optimization <ul><li>Dedicated Google Display Account Manager to monitor and optimize towards performance goals. Services include: </li></ul><ul><li><ul><li>Monitoring of campaign performance reports. </li></ul></li></ul><ul><li><ul><li>Manual exclusion of underperforming sites and categories. </li></ul></li></ul><ul><li><ul><li>Manual bid adjustments based on performance. </li></ul></li></ul><ul><li><ul><li>Custom recommendations on growth opportunity. </li></ul></li></ul><ul><li><ul><li>Mid and end of campaign performance reporting </li></ul></li></ul></li><li>auto optimization 1: conversion optimizer http://www.google.com/adwords/conversionoptimizer/ Auto- optimize your campaign with Conversion optimizer Conversion optimizer is a free tool that automatically manages your bids to drive the most conversions at or below your target CPA You set your targeting choices (categories, keywords or audiences). On average, campaigns adopting Conversion optimizer achieve a 21% increase in conversions and 15% decrease in CPAs! </li><li>auto optimization 2: display conversion optimizer This new tool automatically manages targeting and bidding for your Display campaigns with the goal of increasing your conversions at the desired CPA You simply provide us with your target CPA, creatives and budget, and the Display Campaign optimizer goes to work, showing your ads in all the right places, automatically. Find additional conversions with Display Campaign optimizer </li><li>full set of creative options to engage with users Ad Format Sizes Standard Image (JPG or GIF) Standard Flash Rich Media Flash In-Unit Video 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 </li></ul>

Recommended

View more >