Why Display matters.The Google Display Network
The Google Display Network.Why Display Matters.
Why Display matters.The Google Display Network
Agenda.• Why advertise online?
• What is the Google Display Network?
• Customer Buying Cycle
• Why the Google Display Network?
• Choosing the right targeting options
• Controlling costs
• Conclusion
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
Why is it beneficial to advertise online?Online advertising reaches customers through ad placements across millions of publisher sites
• Customers consider, purchase and advocate brands online
• 95% of users’ time online is spent on content sites
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
What is the Google Display Network?
• The Google Display Network (GDN) is a network of websites with advertising space where you can place your ads
• The Google Display Network uses precise targeting to reach engaged audiences - to deliver the best possible results to both users and advertisers
• It’s a simple, cost-effective way to advertise on millions of high-quality news pages, topic-specific websites, video sites and blogs
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
Across both mass-media and niche sites
Reach
Niche Media
Mass Media
Why Display matters.The Google Display Network
How can display advertising benefit your business?
There are five phases to a customer’s buying cycle:
1. Awareness2. Interest3. Consideration4. Purchase5. Loyalty
Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up the buying cycle
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Awareness
Interest
Consideration
Purchase
Customer Buying Cycle
Loyalty
Why Display matters.The Google Display Network
Why choose the Google Display Network for your business?• Choose exactly where you want your ads to appear, such as news sites, blogs
and niche websites related to your product or service
• Engage with users using different formats such as text, video or rich media ads
• Choose a pricing model that suits your goals - pay per click, or per thousand impressions
• Get clear reporting on the different aspects of your campaign
• Combining search and display ads in your campaigns will get you more conversions compared to search only campaigns.
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
Google allows you to reach relevant customers by:
• Contextual TargetingTarget your audience based on their keyword search, topic search or placement search (sites they visit)
• Audience TargetingTarget your audience based on their interests, demographics or through remarketing. You can also use Google’s look-a-like technology to find consumers with similar browsing habits to people on your remarketing list
How to target the right customers?
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
How to target the right customers?
Contextual Targeting
Audience Targeting+
The best approach is:
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
Contextual TargetingReach people with…
• Topic targeting – choose from over 1700 site categories already organised for you by Google
• Keyword contextual targeting – choose keywords and Google will find the best sites for your display ads
• Placement targeting – manually select the right placements for the campaign
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
Audience TargetingReach the right people online• Interest category marketing – show ads to people based on what
they like
• Demographic – select your audience based on their gender and age
• Remarketing – reach people who visited your site in the past with messages tailored to their interest
• Similar users – Google’s look-a-like technology finds users with browsing habits similar to people on your remarketing list
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
What ad sizes are available to advertisers?
Large Rectangle 336x280px
Sky-scraper
120x600pxSquare
250x250px
Square200x200px
Leaderboard 728x90px
Medium Rectangle 300x250px
Wide Sky-
scraper160x
600px
Banner 468x60px
Why Display matters.The Google Display Network
Mobile ads More and more people are using their phones to browse the internet and to
make or research purchases. Get your ads in front of them at this key
moment with mobile advertising on the DGN.
• Once you've created an ad, you can choose to show it on mobile
devices such as smartphones and tablets
• You can also create image ads for WAP-enabled devices, which
usually have a smaller screen
Why Display matters.The Google Display Network
What ad sizes are available for mobile image ads?
Small square200x200px
Square 250x250px
Mobile leaderboard320x50px
Inline rectangle300x250px
Why Display matters.The Google Display Network
• Text ads
• Standard image (JPEG, SWF or GIF)
• Standard flash
• Rich media flash
• In-unit video
• Video ads using including click to play, cost-per-click, cost-per-view and cost-per-thousand formats.
What types of ads are available to advertisers?
Why? Ad formats
Costs ConclusionTargetingBenefitsWhat?
Why Display matters.The Google Display Network
How can I control my costs?
• The auction system means you bid for every ad spot, ensuring you pay the most competitive prices
• At most, you'll only pay 1c more than the minimum necessary to maintain your position on the page
*Source: Google Internal Data. Last updated: July 2012. **XXX
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
What pricing models are available?• CPM: Cost-per-thousand impressionsOnly pay when your ad appears 1,000
times
• Why?Use for campaigns aimed at increasing visibility. Track metrics such as impressions, reach, frequency and search uplift
• CPC: Cost-per-clickOnly pay whenever a user clicks on your ad and visits your website
• Why?Use for campaigns in which you care about clicks. Track metrics such as sales, leads and sign ups
*Source: Google Internal Data. Last updated: July 2012. **XXX
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
GDN helps reach the right customer
The right customers
• Target a custom segment based on specific demographics, lifestyle, psychographics and behaviour date
• Reach qualified leads based on interests and intent to purchase
• Engage past site visitors with remarketing
Why Display matters.The Google Display Network
GDN helps reach customers at the right timeThe right time
Layer contextual targeting on top of audience targeting to reach users when they're in the right mindset
• Topic targeting
• Keyword and contextual targeting
• Placement targeting
Why Display matters.The Google Display Network
GDN helps reach customers with the right message
The right message
• Customise creative based on user behaviour, interests or demographics
• Rich media drives user engagement and recall
Why Display matters.The Google Display Network
Conclusion.
The Google Display Network is a highly targetedform of advertising that helps reach theRight customers at the Right time with the Right message
Ad formats
Costs ConclusionTargetingWhy? BenefitsWhat?
Why Display matters.The Google Display Network
If you have any queries or would like help settingup the Google Display Network please contact:
Michael [email protected] 5350 Tomah Dr Ste 2800Colorado Springs, CO 80918719.577.4404 XT. 116
Thank you.
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