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Display Targeting Strategies for Direct Response A Google Display Network Webinar
June 2011
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Housekeeping
2
Look for follow-up email.
A Word On Measurement Questions? Type in chat window.
A Word On Measurement Look for follow-up email. Take our survey!
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Tweeting?
3
Use the following hashtag: #GDN
Send us questions at: @GoogleDisplay
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
4
Laura Bierbower Google Display Network Specialist
David Monsees Product Manager, Google Display
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Agenda
5
The Display Opportunity
Targeting Options & Strategies
A Word On Measurement
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
The right audience The right ad MAGIC
MOMENT
6
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
7
A Direct Response Marketer Is Always Balancing
Cost
Conversions PPC, CPC, CTR, PFP, CPL, CPA, UV, ROAS. Great! And
what about the ROI?
Don’t bother me with jargon!
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Holy Grail of Magic Moments
8
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“Display advertising can be a $200B industry in less than 10 years.”
Eric Schmidt, Executive Chairman, Google AdWeek
Display Is On Fire
9
15.9B in 2014
$200B
10.2B in 2010
Source: eMarketer, Nov. 2010
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
What’s Affecting Budgets? Hint: Magic Moments
10
53% of advertisers increased budgets due to availability of more targeting options
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Display Performs
11
88% lift in purchase intent
GDN remarketing drove 20% of computer sales at 14% lower CPC
50% lift in ROI on interest based ads
Millions of subscribers acquired via display ads
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
12
Many powerful
signals. Which to tap into?
Audience/ Behavioral
Run of Site
Demographics
Auto Optimization
Remarketing
Contextual
Topics / Categories
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Conversion Tracking Unlocks Performance
Remarketing Multi-Channel Funnels
Auto- optimization
tools
Conversion metrics
Place 2 tags, get 4 Google products for free.
13
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
14
Many powerful
signals. Which to tap into?
Audience/ Behavioral
Run of Site
Demographics
Auto Optimization
Remarketing
Contextual
Topics / Categories
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
15
Demographics
Run of Site
Auto Optimization
Audience/ Behavioral
Contextual
Categories/ Topics
Remarketing
Those That Drive Magic Moments At
Scale…
Run of Site
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Remarketing
Topics Targeting
Run of Site (Placement Targeting)
Interest Categories
DCO
Contextual (Keywords)
Cost Per Conversion (CPA) GOOD COSTLY
Nail It, Then Scale It
16
Con
vers
ion
Rat
e LO
W
GO
OD
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Run of Site (Placement Targeting)
Topics Targeting
Cost Per Conversion (CPA) GOOD COSTLY
Nail It, Then Scale It
Interest Categories
DCO
Contextual (Keywords)
Remarketing
17
Con
vers
ion
Rat
e LO
W
GO
OD
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Start With The Cream Of The Crop
Cost Per Conversion (CPA) GOOD COSTLY
18
Con
vers
ion
Rat
e LO
W
GO
OD
Your Ad Remarketing
Source: http://www.webpronews.com/topnews/2010/11/22/how-and-why-remarketing-can-gain-back-lost-customers; Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Start With The Cream Of The Crop
Cost Per Conversion (CPA) GOOD COSTLY
19
Con
vers
ion
Rat
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W
GO
OD
of people who visit a website leave without completing the actions marketers want them to take
96%
of shoppers abandon their shopping cart rather than follow through with their transaction
70% Remarketing
Source: http://www.webpronews.com/topnews/2010/11/22/how-and-why-remarketing-can-gain-back-lost-customers; Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Remarketing With The GDN
20
500M users served hundreds
of billions of impressions every month
Instantly Re-engage
lost customers
84% of people on a typical
remarketing list
And At Scale Reach Them Quickly Reach More Users…
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Strategies From The Field: All Remarketing Is Not Equal
21
Homepage
Shopping cart page
Product pages
Search landing page
Best SLR Cameras on sale The best rated SLR cameras with the best discounts www.digitalreview.com
Any action you can re-market based on, you should tag.
Step 1:
Insert a few lines of code onto key pages
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Cost Per Conversion (CPA) GOOD COSTLY
Remarketing Abandoned
Shopping Cart
Remarketing: Product Pages
Remarketing: Search
Landing Page
Remarketing: Homepage
Strategies From The Field: All Remarketing Is Not Equal
22
20% of computer sales from remarketing
14% decrease in CPCs and expense-to-revenue ratio
Con
vers
ion
Rat
e LO
W
GO
OD
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Reach Only New Customers Exclude Conversion Page From All Remarketing Lists
23
2X CTR and view-through conversions
25% increase in direct traffic
Homepage
Shopping cart page
Product pages
Search landing page
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Squeeze Every Last Drop From Remarketing
Cost Per Conversion (CPA) GOOD COSTLY
Remarketing Abandoned
Shopping Cart
Remarketing: Product Pages
Remarketing: Search
Landing Page
Remarketing: Homepage
24
Con
vers
ion
Rat
e LO
W
GO
OD
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Squeeze Every Last Drop From Remarketing
Cost Per Conversion (CPA) GOOD COSTLY
Remarketing Abandoned
Shopping Cart
Remarketing: Product Pages
Remarketing: Search
Landing Page
Remarketing: Homepage
25
Con
vers
ion
Rat
e LO
W
GO
OD
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Con
vers
ion
Rat
e LO
W
GO
OD
Remarketing: Search
Landing Page
Remarketing: Product Pages
Cost Per Conversion (CPA) GOOD COSTLY
Squeeze Every Last Drop From Remarketing
Remarketing Abandoned
Shopping Cart
26
Remarketing: Homepage
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Cost Per Conversion (CPA) GOOD COSTLY
Contextual (Keywords)
Then Start Scaling: Keyword Contextual Targeting
27
Con
vers
ion
Rat
e LO
W
GO
OD
Remarketing: Search
Landing Page
Remarketing: Product Pages Remarketing
Abandoned Shopping Cart
Remarketing: Homepage
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Technology Is the Difference: Not Your Average Contextual Targeting
28
Lens
Photo Camera
Lens
Vision Contacts
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Expand Beyond Brand and Product Keywords
Product Keywords
Strategies From the Field: Start Specific, Then Expand…
Brand Keywords
brand brand cameras brand slr brand digital camera
101% increase in conversions
28% decrease in CPA
29
digital cameras slr dslr cameras
photography outdoor photography digital photography photography tips
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Keyword Contextual Targeting
Strategies From the Field: Start Specific, Then Expand…
Cost Per Conversion (CPA) GOOD COSTLY
30
Con
vers
ion
Rat
e LO
W
GO
OD
Remarketing: Search
Landing Page
Remarketing: Product Pages Remarketing
Abandoned Shopping Cart
Remarketing: Homepage
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Strategies From the Field: Start Specific, Then Expand…
Cost Per Conversion (CPA) GOOD COSTLY
KCT: Brand
Keywords
KCT: Product
Keywords
31
Con
vers
ion
Rat
e LO
W
GO
OD
Remarketing: Search
Landing Page
Remarketing: Product Pages Remarketing
Abandoned Shopping Cart
Remarketing: Homepage
KCT: Related
Keywords
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Killer Feature: Contextual Targeting Tool
32
Export to add directly to your campaign Suggested bids
Pick ad groups you want to add
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Killer Feature: Impression Share See % of auctions you’re not winning, and why
33
Your Ad. Your Ad.
Your Ad.
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Killer Feature: Impression Share See % of auctions you’re not winning, and why
34
Your Ad. Your Ad.
Your Ad.
50% Impression Share
Your Ad. Your Ad.
Your Ad.
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Measure and Optimize At Site Level
35
1 View site-level performance
2 Optimize bids, exclude sites
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Expand Further With Conversion Optimizer
36
CPA: $26.00
Bids automatically for each impression for more conversions
Location
Browser
Web page content
Time of day
Your Ad.
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Not Eligible? Use Enhanced CPC
37
Campaign doesn’t meet conversion volume requirements
Want to use Max CPC instead of Max CPA
Use their own third party bid management systems
Want to use advanced campaign settings
“Lite” version of Conversion Optimizer
Enhanced CPC is a good option for advertisers who:
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay 38
Your Ad
Remarketing closes the loop Contextual Fuels Remarketing
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Come On! You Guys Are Google. Can I Get Even More??
Cost Per Conversion (CPA) GOOD COSTLY
KCT: Brand Terms
KCT: Product Terms
39
Con
vers
ion
Rat
e LO
W
GO
OD
Remarketing: Search
Landing Page
Remarketing: Product Pages Remarketing
Abandoned Shopping Cart
Remarketing: Homepage
KCT: Related
Keywords
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Scale Further: Display Campaign Optimizer
Cost Per Conversion (CPA) GOOD COSTY
KCT: Brand Terms
KCT: Product Terms
DCO
40
Con
vers
ion
Rat
e LO
W
GO
OD
Remarketing: Search
Landing Page
Remarketing: Product Pages Remarketing
Abandoned Shopping Cart
Remarketing: Homepage
KCT: Related
Keywords
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
DCO: Turnkey Technology Does The Heavy Lifting
DISPLAY CAMPAIGN OPTIMIZER
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
YOU PROVIDE:
Creative
Budget
Target CPA
Happens over millions of websites
41
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
DCO: Turnkey Technology Does The Heavy Lifting
DISPLAY CAMPAIGN OPTIMIZER
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
$.50
$.47
$2.22
$.12
$.23
$.09
$.16
$.77
$.75
$1.01
YOU PROVIDE:
Creative
Budget
Target CPA
Happens over millions of websites
42
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
DCO: Turnkey Technology Does The Heavy Lifting
DISPLAY CAMPAIGN OPTIMIZER
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
$.50
$.47
$2.22
$.12
$.23
$.09
X
X
X
X
X
X
$.16
$.77
$.75
$1.01
YOU PROVIDE:
Creative
Budget
Target CPA
Happens over millions of websites
43
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
DCO: Turnkey Technology Does The Heavy Lifting
DISPLAY CAMPAIGN OPTIMIZER
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
$.50
$.47
$2.22
$.12
$.23
$.09
X
X
X
X
X
X
$.16
$.77
$.75
$1.01
$.70
$1.35
$.82
$.88
$1.16
$.46
YOU PROVIDE:
Creative
Budget
Target CPA
Happens over millions of websites
44
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
DCO: Turnkey Technology Does The Heavy Lifting
DISPLAY CAMPAIGN OPTIMIZER
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
?
? ? ? ?
$.50
$.47
$2.22
$.12
$.23
$.09
X
X
X
X
X
X
$.16
$.77
$.75
$1.01
$.70
$1.35
$.82
$.88
$1.16
$.46
$
YOU PROVIDE:
Creative
Budget
Target CPA
Happens over millions of websites
45
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
DCO: Key Considerations
46
Fully automated
Conversion Optimizer or Enhanced CPC are good alternatives
Not available to all advertisers
15% increase in ROI
30% of budget and most conversions coming from GDN
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
KCT: Related
Keywords
But Wait, There’s More! Interest Categories
Cost Per Conversion (CPA) GOOD COSTLY
DCO
KCT: Brand Terms
KCT: Product Terms
Interest Categories
47
Con
vers
ion
Rat
e LO
W
GO
OD
Remarketing: Search
Landing Page
Remarketing: Product Pages Remarketing
Abandoned Shopping Cart
Remarketing: Homepage
Audience (Interests)
Context
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Audience Targeting Is Here To Stay
48
85% of advertisers use audience targeting
47% of advertisers & agencies said they’d use audience targeting for most of their online spend
Source: Forrester, 2010; eMarketer, Jan 2010
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Audience Targeting With Google
49
500M+ daily global internet users
1000+ interest categories
All Ad Formats including text
100s of Billions impressions monthly
It’s Big It’s Intelligent Types of sites
Frequency of visits
Recency of visits
It’s Efficient
Real-time auction
No added cost for audience data
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
400% increase in conversion volume
6X increase in daily spend based on great performance 50
1
Target interests: > Consumer electronics > Photography
A Target interests relevant to your products and services
B Unleash the Conversion Optimizer
> Tell us your CPA > Get granular, page-based bid optimization to boost conversions
Start with interests related to your business
Strategies From The Field: Start Specific, Then Expand
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Killer Feature: Audience Composition Reports
51
2 Target related, “proven” interests
A Understand which audience segments are already performing well from converted users remarketing list
B Target those interest categories specifically
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay 52
Your Ad
Remarketing closes the loop Interest Categories Fuel Remarketing
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
KCT: Related
Keywords
Cost Per Conversion (CPA) GOOD COSTLY
Con
vers
ion
Rat
e LO
W
GO
OD
DCO
KCT: Brand Terms
KCT: Product Terms
Topic Targeting
Interest Categories
Run of Site (Placement Targeting)
Run of Site and Topic Targeting
53
Remarketing: Search
Landing Page
Remarketing: Product Pages Remarketing
Abandoned Shopping Cart
Remarketing: Homepage
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Run of Site (Placement Targeting)
Topics Targeting
Cost Per Conversion (CPA) GOOD COSTLY
Nail It, Then Scale It
Interest Categories
DCO
Contextual (Keywords)
Remarketing
54
Con
vers
ion
Rat
e LO
W
GO
OD
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
A Word On Creative: All Formats, All Sizes
Best SLR Cameras on sale The best rated SLR cameras with the best discounts www.digitalreview.com
55
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Net Profit: $930
Keyword Contextual
30 sales
Interest Categories
35 sales
A Word On Measurement: Net Profit, Not CPA
Remarketing
20 sales
Display Campaign Optimizer
50 sales
Conversion Value: $30 CPA Goal: $9 Product cost: $15
CPA: $6.50 CPA: $8.00 CPA: $7.50 CPA: $10.00
Net Profit: $780
56 Net Profit = (Total Revenue) – (Advertising & Product Costs)
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Keyword Contextual
30 sales
Interest Categories
35 sales
A Word On Measurement: Net Profit, Not CPA
Remarketing
20 sales
Display Campaign Optimizer
50 sales
Net Profit: $930
CPA: $6.50 CPA: $8.00 CPA: $7.50 CPA: $10.00
Net Profit: $780
57
18
$768
Net Profit = (Total Revenue) – (Advertising & Product Costs)
Conversion Value: $30 CPA Goal: $9 Product cost: $15
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
Three Things You Can Do Today
58
Have you overlooked low-hanging fruit, or opportunities to expand?
Remarketing Conversion Tracking
Use Conversion Optimizer
Evaluate Your Targeting Mix Tag Your Pages
Works with any targeting type
Google Confidential and Proprietary Tweeting?: #GDN Send us questions at @GoogleDisplay
59
Questions?
A Word On Measurement Take our survey!
A Word On Measurement Look for follow-up email.
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