performance display c-level presentation ch event title: performance display c-level presentation_ch...
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Google confidential │ Do not distribute
The consumer decision making process
Purchase
Awareness
Consideration
Google in 1 day in CH
59 M
Impressions
121 M
Impressions
97 M
Impressions
Search Network
Display Network
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Proprietary + ConfidentialProprietary + Confidential
How can you reach all of these audiences to achieve your business objectives?
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Performance DisplayHow to expand your audience and find new customers on the Google
Display Network
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What is performance display?
Driving sales & leads via Google Display Campaigns at a cost that is
acceptable for your business.
Who can leverage performance display?
Every AdWords account that is tracking sales or leads.
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What is your objective?
Conversions are the goals you try to achieve based on your business needs
Online purchases Newsletter
sign-upsLeads
Phone calls Converted leads
+
AwarenessConsiderationPurchase
Pages visited
Cross-device activity
Brand perception
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2
1 Measure all interactions that matter.
Display audience view and convert later.Measure View-Through conversions.
Use Google Analytics to understand the user journey. 3
What to consider from a measurement perspective?
Consider all of the just mentioned types of goal
completion (“conversion”).
Quite often people see ads and come back later to complete a transaction.
In Analytics you can see if a person clicked on an Ad and later completed a transaction.
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1
Google Confidential and Proprietary
2 3 4Targetin
g Automation Settings & Budget
Creatives
How to approach performance display?Choose the right...
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DEMOGRAPHICSGender, Age, Income
TOPICS TARGETINGBased on topics
PLACEMENT TARGETINGSpecific placements
REMARKETINGRe-engage with existing site visitors
CONTENT KEYWORDSMore selective keyword targeting
SIMILAR AUDIENCESSimilar to recent purchasers
IN-MARKET AUDIENCESIntending to purchase
CUSTOM AFFINITY AUDIENCESMore specific interests
AFFINITY AUDIENCESGeneral interests
AUDIENCE KEYWORDSBased on keywords
AwarenessConsiderationPurchase
Smart Display Campaigns Full automation based on a CPA goal
Display Campaign Optimizer Target CPA + aggressive targeting
AUTOMATED SOLUTIONS
Step 1: If you have no experience with the GDN, go for...
Step 2: If you are already using the Display network, focus on Audience solutions...
Step 3: combine solutions...
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1
Google Confidential and Proprietary
2 3 4Targeting
Automation CreativesSettings &
Budget
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“Experts in the field thought A.I. was 10 years away from
achieving this [win in Go].”
Elon Musk
“Machine learning is a core, transformative way by which we’re
rethinking how we’re doing everything.”
Sundar Pichai
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Google Confidential and Proprietary
Automation is like flying an aircraft: versatile but complex
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Google Confidential and Proprietary
Take-off: control the climb, then switch to auto
30 days
Conv
ersio
n Al
titud
e
Autopilot (Target CPA/return
on ad spend)
Manual Control (automated CPC)
BIDDING
manual bidding automated-bidding
50+
For more altitude: Conservative or aggressive auto-targeting
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Google Confidential and Proprietary
How to achieve the right cost per acquisition (CPA)? > gradually approach targets in stages
-10%
-10%
-10%
CurrentCPA
(30days)
TARGETCPA
(30 days)
stabilize
stabilize
BIDDING
Landing process to the right CPA level
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1
Google Confidential and Proprietary
2 3 4Targetin
g AutomationSettings
& Budget
Creatives
The right combination of these factors is key to success with Performance Display
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- Thank You!