GDN Webinar Display Targeting Aug2011

Display Targeting Strategies for Direct Response
A Google Display Network Webinar

June 2011
Tweeting?: #GDN Send us questions at @GoogleDisplay
Google Confidential and Proprietary
Housekeeping
Look for follow-up email. A Word Type in chat window. Questions?On Measurement A Word On Measurement Take our survey! Look for follow-up email.
Tweeting? Use the following hashtag:
#GDN
Send us questions at:
@GoogleDisplay
David Monsees
Product Manager, Google Display davidmonsees@google.com
Laura Bierbower
Google Display Network Specialist lbierbower@google.com
Agenda
The Display Opportunity Targeting Options & Strategies A Word On Measurement
The right audience
MAGIC MOMENT
The right ad
A Direct Response Marketer Is Always Balancing

Conversions
PPC, CPC, CTR, PFP, CPL, CPA, UV, ROAS.
Great! And what about the ROI?
Dont bother me with jargon!
Cost
Google Confidential and Proprietary 7
Holy Grail of Magic Moments
Display Is On Fire
$200B
Display advertising can be a $200B industry in less than 10 years.

Eric Schmidt, Executive Chairman, Google AdWeek
15.9B
in 2014
10.2B
in 2010
Source: eMarketer, Nov. 2010
Whats Affecting Budgets? Hint: Magic Moments
53%
of advertisers increased budgets due to availability of more targeting options
10
Display Performs
50% lift in
ROI on interest based ads
Millions of
subscribers acquired via display ads
88% lift in
purchase intent
GDN remarketing drove 20% of computer sales at 14% lower CPC
11
Demographics Topics / Categories
Audience/ Behavioral
Auto Optimization
Many powerful signals. Which to tap into?

Contextual
Run of Site Tweeting?: #GDN Send us questions at @GoogleDisplay
Remarketing
Conversion Tracking Unlocks Performance

Place 2 tags, get 4 Google products for free.
Remarketing
Conversion metrics
Autooptimization tools
Multi-Channel Funnels
13
Demographics Topics / Categories
Auto Optimization
Many powerful signals. Which to tap into?

Contextual
Remarketing
Demographics
Categories/ Topics
Those That Drive Magic Moments At Scale

Auto Optimization
Contextual
Remarketing

Nail It, Then Scale It

Topics Targeting
Run of Site Conversion Rate
(Placement Targeting)
LOW
Interest Categories Contextual (Keywords)
Remarketing
GOOD
DCO
GOOD
Cost Per Conversion (CPA)
COSTLY
16

Topics Targeting
LOW
DCO
Remarketing
GOOD
GOOD
COSTLY
17
Start With The Cream Of The Crop
Conversion Rate
LOW
Remarketing
GOOD
Your Ad
GOOD
COSTLY
Source: http://www.webpronews.com/topnews/2010/11/22/howand-why-remarketing-can-gain-back-lost-customers; Google Confidential and Proprietary Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010
18
Start With The Cream Of The Crop
96% 70%
Remarketing
GOOD
LOW
Conversion Rate
of people who visit a website leave without completing the actions marketers want them to take
GOOD
of shoppers abandon their shopping cart rather than follow through with their transaction
COSTLY
Source: http://www.webpronews.com/topnews/2010/11/22/howand-why-remarketing-can-gain-back-lost-customers; Google Confidential and Proprietary Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010
19
Remarketing With The GDN

Reach More Users Reach Them Quickly And At Scale
84%
of people on a typical remarketing list
Instantly
Re-engage lost customers
500M
users served hundreds of billions of impressions every month
20
Strategies From The Field: All Remarketing Is Not Equal
Best SLR Cameras on sale The best rated SLR cameras with the best discounts www.digitalreview.com
Shopping cart page
Search landing page
Step 1:
Insert a few lines of code onto key pages
Product pages
Homepage
Any action you can re-market based on, you should tag.
Strategies From The Field: All Remarketing Is Not Equal

LOW
Conversion Rate
20%
of computer sales from remarketing
Remarketing: Search Landing Page
Remarketing: Homepage
14%
GOOD
Remarketing Abandoned Shopping Cart
Remarketing: Product Pages
decrease in CPCs and expense-torevenue ratio
GOOD
COSTLY
22
Exclude Conversion Page From All Remarketing Lists
Reach Only New Customers
Shopping cart page
Search landing page
Product pages
Homepage
2X
CTR and viewthrough conversions
25%
increase in direct traffic

Squeeze Every Last Drop From Remarketing

LOW
Conversion Rate
GOOD
GOOD
COSTLY
24

LOW
Conversion Rate
GOOD
GOOD
COSTLY
25

LOW
Conversion Rate
GOOD
GOOD
COSTLY
26
Then Start Scaling: Keyword Contextual Targeting

LOW
Conversion Rate
Contextual (Keywords)
GOOD
GOOD
COSTLY
27
Technology Is the Difference: Not Your Average Contextual Targeting

Lens
Camera
Photo
Lens
Vision
Contacts
28
Strategies From the Field: Start Specific, Then Expand

Brand Keywords Product Keywords Expand Beyond Brand and Product Keywords
photography outdoor photography digital photography photography tips
brand brand cameras brand slr brand digital camera
digital cameras slr dslr cameras
101%
increase in conversions
28%
decrease in CPA

LOW
Conversion Rate
Keyword Contextual Targeting
GOOD
GOOD
COSTLY
30

LOW
Conversion Rate
KCT: Related KCT: Product Keywords Keywords KCT: Brand Keywords
GOOD
GOOD
COSTLY
31
Killer Feature: Contextual Targeting Tool
Export to add directly to your campaign
Suggested bids
Pick ad groups you want to add
32
Killer Feature: Impression Share
See % of auctions youre not winning, and why
Your Ad.
Your Ad.
Your Ad.
33
Killer Feature: Impression Share
See % of auctions youre not winning, and why
Your Ad.
Your Ad.
Your Ad.
50% Impression Share

Measure and Optimize At Site Level
View site-level performance
Optimize bids, exclude sites

2
Expand Further With Conversion Optimizer
CPA:
$26.00
Your Ad.
Bids automatically for each impression for more conversions

Time of day Browser
Location
Web page content

Not Eligible? Use Enhanced CPC

Enhanced CPC is a good option for advertisers who: Campaign doesnt 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
Contextual Fuels Remarketing
Remarketing closes the loop
Your Ad
Come On! You Guys Are Google. Can I Get Even More??
LOW
Conversion Rate
KCT: Product Terms KCT: Brand Terms
KCT: Related Keywords
GOOD
GOOD
COSTLY
39
Scale Further: Display Campaign Optimizer
LOW
Conversion Rate
KCT: Related Keywords
DCO
GOOD
GOOD
COSTY
40
DCO: Turnkey Technology Does The Heavy Lifting
YOU PROVIDE:
Budget Creative Target CPA DISPLAY CAMPAIGN OPTIMIZER
? ? ? ? ?
? ? ? ? ?
? ? ? ? ?
? ? ? ? ?
41
Happens over millions of websites

YOU PROVIDE:
? $1.01 ? ? $.16 ? ?
$.50
? $2.22 ? $.47 ? ? ?
? $.77 ? ? $.12 ? ?
? ? ? $.75 ? $.09 ?
$.23
42

YOU PROVIDE:
? $1.01 ? ? $.16 ? ?
X $.50
? X $2.22 ? X $.47 ? ? ?
? $.77 ? ? X $.12 ? ?
? ? ? $.75 ? X $.09 ?
X $.23
43

YOU PROVIDE:
? $1.01 ? ? $.16 ? ?
$.70 X $.50
? $.82 X $2.22 ? $1.35 X $.47 ? ? ?
? $.77 ? ? $.88 X $.12 ? ?
$1.16 X $.23
? ? ? $.75 ? $.46 X $.09 ?

YOU PROVIDE:
? ? X $1.01 $2.22 ? $.82 ? X $.47 ? $1.35 ? $.16 ? ?

$.70 X $.50
? $.77 ? ? $.88 X $.12 ? ? ? ?
$1.16 $.23 $X
? ? ? $.75 ? $.46 X $.09 ?

DCO: Key Considerations

Fully automated Not available to all advertisers Conversion Optimizer or Enhanced CPC are good alternatives
15%
increase in ROI
30%
of budget and most conversions coming from GDN

But Wait, Theres More! Interest Categories
LOW
Conversion Rate
KCT: Related Interest Keywords
Context
Categories
Audience (Interests)
DCO
GOOD
GOOD
COSTLY
47
Audience Targeting Is Here To Stay
85%
of advertisers use audience targeting
47%
of advertisers & agencies said theyd use audience targeting for most of their online spend
Tweeting?: #GDN Source: Forrester, 2010; eMarketer, Jan 2010 Send us questions at @GoogleDisplay
48
Audience Targeting With Google
Its Big
1000+
interest categories
Its Intelligent Its Efficient

Types of sites Frequency of visits Recency of visits Real-time auction No added cost for audience data
500M+
daily global internet users
100s of Billions
impressions monthly
All Ad Formats
including text
49
Strategies From The Field: Start Specific, Then Expand
1
A
Start with interests related to your business
Target interests relevant to your products and services

Target interests: > Consumer electronics > Photography
Unleash the Conversion Optimizer

> Tell us your CPA > Get granular, page-based bid optimization to boost conversions
400%
increase in conversion volume
6X
increase in daily spend based on Google Confidential and Proprietary great performance
50
Killer Feature: Audience Composition Reports
2
A
Target related, proven interests
Understand which audience segments are already performing well from converted users remarketing list
Target those interest categories specifically
51
Interest Categories Fuel Remarketing
Remarketing closes the loop
Your Ad
Run of Site and Topic Targeting

Topic Targeting
LOW
Conversion Rate
KCT: Related Interest Keywords
Run of Site (Placement Targeting)
Categories
DCO
GOOD
GOOD
COSTLY
53

Topics Targeting
LOW
DCO
Remarketing
GOOD
GOOD
COSTLY
54
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
A Word On Measurement: Net Profit, Not CPA

Conversion Value: $30 CPA Goal: $9 Product cost: $15
Keyword Contextual 30 sales
Display Campaign Optimizer 50 sales
Interest Categories 35 sales
Remarketing 20 sales
CPA: $6.50
CPA: $8.00
CPA: $7.50
CPA: $10.00
Net Profit: $780 Net Profit: $930

Net Profit = (Total Revenue) (Advertising & Product Costs)

A Word On Measurement: Net Profit, Not CPA

Conversion Value: $30 CPA Goal: $9 Product cost: $15
Keyword Contextual 30 sales
Display Campaign Optimizer 50 sales
Interest Categories 35 sales
Remarketing 20 sales 18
CPA: $6.50
CPA: $8.00
CPA: $7.50
CPA: $10.00
Net Profit: $780 $768 Net Profit: $930

Net Profit = (Total Revenue) (Advertising & Product Costs)

Three Things You Can Do Today
Tag Your Pages
Evaluate Your Targeting Mix
Use Conversion Optimizer
Remarketing Conversion Tracking
Have you overlooked low-hanging fruit, or opportunities to expand?
Works with any targeting type
58
Questions? A Word On Measurement Take our survey! A Word On Measurement Look for follow-up email.
59

GDN Webinar Display Targeting Aug2011

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Display Targeting Strategies for Direct Response

A Google Display Network Webinar

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Tweeting? Use the following hashtag:

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

The right audience

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

A Direct Response Marketer Is Always Balancing

Great! And what about the ROI?

Dont bother me with jargon!

Holy Grail of Magic Moments

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Display advertising can be a $200B industry in less than 10 years.

Whats Affecting Budgets? Hint: Magic Moments

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

GDN remarketing drove 20% of computer sales at 14% lower CPC

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Demographics Topics / Categories

Many powerful signals. Which to tap into?

Run of Site Tweeting?: #GDN Send us questions at @GoogleDisplay

Conversion Tracking Unlocks Performance

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Demographics Topics / Categories

Many powerful signals. Which to tap into?

Run of Site Tweeting?: #GDN Send us questions at @GoogleDisplay

Those That Drive Magic Moments At Scale

Run of Site Tweeting?: #GDN Send us questions at @GoogleDisplay

Nail It, Then Scale It

Interest Categories Contextual (Keywords)

Cost Per Conversion (CPA)

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Nail It, Then Scale It

Interest Categories Contextual (Keywords)

Cost Per Conversion (CPA)

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Start With The Cream Of The Crop

Cost Per Conversion (CPA)

Tweeting?: #GDN Send us questions at @GoogleDisplay

Start With The Cream Of The Crop

Tweeting?: #GDN Send us questions at @GoogleDisplay

Remarketing With The GDN

Tweeting?: #GDN Send us questions at @GoogleDisplay

Google Confidential and Proprietary

Strategies From The Field: All Remarketing Is Not Equal

Shopping cart page

Search landing page

Insert a few lines of code onto key pages

Strategies From The Field: All Remarketing Is Not Equal

Remarketing Abandoned Shopping Cart

Remarketing: Product Pages