webinar: the google display network: how, when & why to use it
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For more information, visit: http://www.wordstream.com The Google Display Network reaches 92% of US Internet users, making it the #1 display ad network in the country. But most small business marketers still aren’t taking advantage of this highly cost-effective and flexible advertising medium. We want to change that! In this free webinar, The Google Display Network: How, When & Why to Use It, WordStream Founder Larry Kim, as well as Google’s Strategic Partner Manager Sher Khan and Account Strategist Hruthika Charan, will show you: - Why the Google Display Network is so powerful for SMBs - What part of your marketing funnel you should target with Google Display - How to make the most of remarketing and other display formats and optionsTRANSCRIPT
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar: The Google Display Network: How, When & Why to Use It
Larry Kim, WordStream
Sher Khan, Google
Hruthika Charan, Google
November 8, 2012
Today’s Agenda
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• The Display Advertising Landscape
• Role of Display Advertising in Purchase Cycle
• Case Study: Remarketing on the Google Display
Network
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #gdnwebinar in your Google+ status updates,Twitter tweets,, etc.
3
Speaker Introductions #gdnwebinar
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• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools
• Sher Khan
– Strategic Partner Manager, Google
• Hruthika Charan
– Account Strategist, Google
Let’s learn a little about you….
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Poll Question 1: How much time do you spend
doing PPC work every week? #gdnwebinar
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a) I'm supposed to do work in my PPC account every week?
b) < 1 hour / week
c) 1-10 hours / week
d) 10-39 hours / week
e) +40 Hours / week - it's my full time job!
Poll Question 2: Are you Advertising on the Google
Display Network? #gdnwebinar
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a) What’s the Google Display Network?
b) I tried in the past, but am not using the Google Display Network right now.
c) Yes. I am currently Advertising on the Google Display Network!
Google Confidential and Proprietary 8 8
The Display Landscape
The Role of Display in the Purchase Cycle
Google Confidential and Proprietary 9 9
#1 network reach in the US
92% reach across millions of sites, videos and devices
Sources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis,
Sites Games Video Feeds Mobile Social media
Adsense publisher network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore
1000 sites
Doubleclick ad exchange
• Hundreds of premium
publishers, with hundreds of
millions of ad placements
available every day
Google O&O properties
YouTube
• 108M U.S. visitors/month
• 1B+ video views/day
• 2nd largest search engine
• 5% of all online time spent
Google sites
• Finance 3.1M
visitors/month
• Blogger 8.1M
visitors/month
Display Network
Google Confidential and Proprietary 10 10
At scale: 92% reach of U.S. Internet users - 204m visitors/month
Sources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis,
Right person
• Target a custom segment
base on specific
demographics, lifestyle,
psychographics and
behavior data
• Reach qualified based on
interests and intent to
purchase
• Engage past site visitors
with remarketing
Right time
Layer contextual targeting
on top of audience
targeting to reach users in
the right mind set
• Topic targeting
• Keyword contextual
targeting
• Placement targeting
Right message
• Customize creative
based on user behavior,
interests or
demographics
• Rich media drives user
engagement and recall
Display Network
Google Confidential and Proprietary 11 11
Customers consider, evaluate & advocate online
95% of time online is spent on content where display can reach
users
Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-
publishers.org/page.php/prmID/421
Your audience spends 95% of its
time on the web reading and
engaging with news sites, blogs,
general interest sites, social
networks, email and so on….
….the display network reaches
these users, placing ads across
millions of publisher sites in
addition to YouTube and Gmail.
Everything else
95%
Search 5%
Google Confidential and Proprietary 12 12
Display advertising is mature and still fast growing
Google Confidential and Proprietary 13 13
The Display Landscape
The Role of Display in the Purchase Cycle
Case Study
Google Confidential and Proprietary 14 14
Contextual Targeting
Interest category / similar users targeting
Intent interest, remarketing
Display + search
Audience Engagement
Today’s customer moves through phases
Display plays an important role at each phase of the purchase cycle
Customer purchase funnel GDN features
Awareness
Interest
Consideration
Purchase
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Do people in your target audience recognize that
you advertised online recently? Perception and recent touch points are critical
Awareness
Interest
Consideration
Purchase
Awareness Interest
Consideration Purchase
Right message (Creative)
Video Image
Rich media Expandables
The Google Display Network supports an expanding list of ad
formats that you can choose from including text ads as well
Google Confidential and Proprietary 16 16
Keyword contextual targeting
Relevant sites based on keywords you chose
How it works? You’re advertising green cleaning solutions, a highly relevant product for this reader
Our technology matches your ad
based on the keywords on this
page
Relevant ad is served precisely as
the user is reading the page Thousands of times every second, across the web
Awareness Interest
Consideration Purchase
Google Confidential and Proprietary 17 17
Targeting customers when they’re evaluating
Active period where brands are added or subtracted
The Google Display Network combines the best contextual and
audience targeting in the world with the scale of reaching 92% of US
internet users
High
Imp
ressio
ns
CPM
Hig
h
Low
Low
Keyword
contextual
Interest
categories
Placement
Topics
Similar Users
Awareness
Interest
Consideration
Purchase
Targeting types
Google Confidential and Proprietary 18 18
Placement targeting
Select sites to target with your message
your ad here
• Serve ads to consumers based
on specific sites
on the Google Display Network
• Machine Learning Technology
understands the meaning of a
page
Awareness Interest
Consideration Purchase
Mike’s Travel Blog
----
_______
__
_______
__
_______
___
Google Confidential and Proprietary 19 19
Demographic Targeting
Locate your best prospects based on age and gender
65+
Extend your brand reach within a
demographic
Customize
creative for various
demographic groups
Exclude certain groups
from campaigns
Combine with other targeting to reach
even more specific audiences
Awareness Interest
Consideration Purchase
Google Confidential and Proprietary 20 20
Topic Targeting: relevant reach at scale
Alternative to selecting individual sites. Google has categorised
thousands of sites and pages for you.
Choose from over 1700
topics or sub topics, like
travel or insurance, to
achieve easy-to-scale
reach across relevant, pre-
categorized sites
Topics work together with
placements, so you
can target 'sports' on the
newyorktimes.com
luxury auto sites
automotive: BMW
automotive: Lexus
automotive: Mercedes-Benz
20+ travel sub-categories
40+ auto sub-categories
20+ shopping sub-categories
20+ sports sub-categories
personal travel sites
travel: adventure travel
travel: air travel
travel: vacation destinations
luxury goods
shopping: luxury goods
shopping: gems and jewelry
golf sites
sports: golf
Awareness Interest
Consideration Purchase
Google Confidential and Proprietary 21 21
Interest categories
Target users interested in specific content. Google analyses the
websites a user visits over a period of time and recognises people’s
interests.
Big
• 1000+ interest categories
• 100 billion impressions monthly
• 500m+ daily internet users
• all ad formats
Smart
• Sophisticated blend of overall
interests, recent session and
current page
Awareness Interest
Consideration Purchase
Google Confidential and Proprietary 22 22
Audience & behavioral data reaches qualified
prospects Remarketing and demographic & interest category targeting drive ROI
* 2010 Google study.
Remarketing can
engage past
site visitors
Users who have visited your web site
Shopping Sports Automobile Men 18-34
Interest category and
demographic targeting
can reach more
qualified customers
Awareness
Interest
Consideration
Purchase
Google Confidential and Proprietary 23 23
Re-engage with previous visitors
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your Site
X -
of people abandon their
shopping cart without
completing a purchase
70%
Awareness Interest
Consideration Purchase
Forrester 2010
Google Confidential and Proprietary 24 24
Remarketing
Engage past site visitors & convince on-the-fence customers to convert
Users who have
visited your web site
Bring them
back to your
website
Find those consumers across
the web
Awareness Interest
Consideration Purchase
Google Confidential and Proprietary 25 25
1. Reach 2. Frequency 3. Diversity On various pages Reach more users
Reach them frequently
Of the typical remarketing audience, find
Reach them on between
As they visit 20 or more pages on a typical day across
84% …within a month
10-18 days … or more out of the month
5-10 sites … of which all pages and
sites have ad space available to Google Display Network buyers
Awareness Interest
Consideration Purchase
Google Confidential and Proprietary 26 26
1Bn users served hundreds of
billions of impressions
every month
Instantly Re-engage
lost customers
84% of people on a typical
remarketing list
(within a month)
Reach more users
Reach them quickly
1. Reach 2. Frequency 3. Diversity And at scale Reach more users
Reach them quickly
Awareness Interest
Consideration Purchase
Google Confidential and Proprietary 27 27
Remarketing performance
From our 2010 study, the typical account gets:
…on remarketing compared to rest of display
51% higher conversion rate
52% higher CTR
28% lower CPA
Awareness Interest
Consideration Purchase
Google Confidential and Proprietary 28 28
Similar Audiences
Find new consumers who share browsing activity similar to your
existing remarketing audience
Awareness Interest
Consideration Purchase
Reach target audience at scale
We think of it as a personalized
interest category for an individual
product or service, but in the
industry it is also called
"lookalike" technology
Advertisers see 3X the clicks and conversions
compared to remarketing alone
Google Confidential and Proprietary 29 29
Remarketing can engage
shopping cart abandoners
Studies show remarketing
drives 51% higher
conversions* Users who abandoned the
shopping cart process
Combining display with
search drives purchase
intent by an
incremental 7 points**
0%
10%
20%
30%
40%
Likelihood to purchase
Search Search+display
Targeting customers when they’re in-market
Search and shopping cart activity are strong signals of intent
*2010 Google study.
** Iprospect & comscore real branding implications of digital media - aug’11. Share of exposed respondents who answered affirmative.
Awareness
Interest
Consideration
Purchase
Awareness Interest
Consideration Purchase
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Case Study:
How WordStream
uses the Google
Display Network
& Remarketing
Case Study: How WordStream Uses Remarketing + GDN
• About WordStream and our Advertising Goals
• Making the Case for Remarketing + GDN
• Our Approach
• The Results!
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Our Primary Goal for PPC Advertising: Lead Generation
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Drive visitors via PPC, SEO, Social Media Marketing, Blogging, Email Marketing, etc.
Drive to our AdWords Grader, PPC Advisor Trial, or White Paper.
Site visitor remarketing drives 51% higher conversions
Traffic Generation Activities
Customer Signup
Offer Sign Up
Key Challenge: The Conversion Rate from Website Visitor to Offer Sign up is in the mid single digits. Most of the time, visitors do not sign up for an offer.
The Case for Remarketing on GDN
• Opportunity:
– Can we increase repeat visitor rates?
– Can we target abandoners and turn them into leads?
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Audience Definition Strategy
• We Defined 4 Audiences
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Our Ads
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Our GDN + Remarketing Campaign Today
• Impressions: 20 Million Ad Impressions / Month
• Avg. Click Through Rate: 0.2%
• Cost Per Lead
– For Remarketing Campaigns: 10% Less than our CPA
for Google Search
– For Managed Placement Campaigns: +20% higher
than Google Search Campaigns
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Our Account Today (Continued)
• Site Repeat Visitors: From 20.76% -> 28.89%
• Spend: Approximately 40% of our AdWords Budget
goes to GDN (This is High. Typically 15-20%)
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Impact on Brand Recall
Case Study Summary
• GDN + Remarketing Highly Effective Funnel
Optimization Tool
• Drives conversions (Leads) at attractive CPA while
improving Brand Recall!
• Worth the effort!
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Remarketing Checklist
Install remarketing tag on your website
Define campaign strategies based on specific
marketing objectives e.g. target shopping cart drop
outs, visits to the main homepage, etc.
Create Ads (display ads + text ads)
Adjust Bids
Optimize performance
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Poll Question 3: Are you interested in help with
Remarketing?
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Would you like to learn about how WordStream can help you get started with Remarketing?
a) Yes!
b) No Thanks.
Your Questions
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Thank you for attending: The Google Display Network: How, When
& Why to Use It #gdnwebinar
Learn about our services!
http://www.wordstream.com/remarketing-services
Or contact us directly:
Larry Kim
http://twitter.com/larrykim