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the google display networkperformance at scale for automarketers

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Sources: comScore Media Metrix Report, October 2011, Google Ad Planner, Internal Google Analysis,

Sites Games Social Media VideoFeeds Mobile

316B Impressions, 203MM Unique Users, 92% US ReachThe #1 US Ad Network under 1 Umbrella

Partner Sites

203M visitors/month

92% of US internet users

316B impressions/month

Hundreds of comScore 1000 sites

Ad Exchange

YouTube,Google Sites

Hundreds of premium publishers, with hundreds of millions of ad placements available every day

YouTube:160M US visitors/month

1B+ Video Views/Day

2nd largest search engine

5% of all online time spent

Google Sites:Finance 3.8M visitors/month

Blogger 7.4M visitors/month

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Technology & Performance•Direct-to-publisher •Real-time auction •Market leading contextual and audience technology•Complement your Network and Trading Desk buys

Service•Full account management •Hands on optimization•Clear customer strategy defined to deliver results

Control•Full network transparency•CPC/CPM/CPA buying with no premium on formats/targeting•Pause, change and up-weight campaigns with no penalties

the GDN difference

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most powerful way to reach your audience

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The right person. The right time.

AudienceContext

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audience + context drives results for auto advertisers

Source: Jumpstart Automotive Group: Blending contextual and Audience Targeting Delivers Maximum In-Market Ad Effectiveness, July 2010

When both contextual and audience targeting were used in tandem, factors such as brand awareness, favorability, message association, and automotive purchase intent grew by as much as 61% and KPI’s went up 15%

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GDN’s world class solutions for each

+Audience

Reach your audience based on who they are

1. Demographics2. Interests

3. Remarketing/Negative Remarketing 4. Similar Users

5. In-Market (Blue Kai)

Context Target based on where your audience is:

1. Keywords2. Content

3. Specific Sites/Videos/Channels

the right person, the right timeacross the #1 Display Network and Video Site Online

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context

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what is contextual targeting?

machine learning technology understands the meaning of a page

relevant ad is served precisely as the user is reading the page

thousands of times, every second, across the web

google applies the power of our algorithms to contextual targeting

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context: keyword contextual targeting

Google technology scans millions of pages at scale to find the best placements for your campaign.

Mass reach in highly relevant locations, like articles related to your products.

You choose the keywords, we find the right sites.

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add it with ease – contextual targeting toolthe contextual targeting tool help you build dozens, even hundreds, of ad groups in minutes,

quickly scaling your campaign performance while ensuring accurate targeting for your campaign.

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context: topic targetingalternative to selecting individual sites. Google has categorized thousands of sites and pages for you.

we help you select from a list of over 1750 categories:

endemic• vehicle shopping• specific vehicle brands• parts & accessories• auto showsand many more

lifestyle• luxury goods• parenting• entertainment• shoppingand many more

topics & placements can work together. example: autos on new york times

WATCH THIS

SPACE.

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context: placement targeting

Serve ads to consumers based on specific sites on the Google Display Network

You pick the web sites, videos, games and RSS feeds that are right for your campaign

AdPlanner allows you to search for specific sites based on the audience that you are targeting

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five benefits of reserve

context: extend campaigns with GDN reserve

• pre-screened inventory ensures brand-safety

• content channels make scaling easy

• guaranteed impressions help drive media goals

• cpm pricing facilitates budgeting• one i/o and invoice for all reserve

buys means less paperwork and processes

entertainment sports women’s interest technology news other

brand-safe sites not already in above channels

run of reserve

channels:

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AD

ADA

D

AD A

DADAD

ADA

D

AD A

D

context: GDN blast

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Blast your ad over a one or two day period to a targeted group of Standard Vehicle Shoppers on hundreds of premium and niche websites, driving

millions of impressions at a cost-efficient price

Source: Compete GDN Blast vs. Portal Takeover, April 2011. Top portal: Yahoo Homepage. Standard Vehicle Shopper defined as any user that performed a KPI on a standard vehicle site

36% of Standard Vehicle Shoppers can uniquely be reached via a one-day Google Display Network Blast that cannot be

reached on the top portal homepage*

CPM Estimates – More Efficient Than a Portal!

Low High

Portal Takeover $3 $13

GDN Blast $0.50 $2

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context: GDN blast + YouTube takeover

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A one-day Custom Google Display Network Blast + YouTube Homepage Takeover reaches 24% of Standard Vehicle Shoppers

+

Blast your ad over a one or two day period to a targeted group of Standard Vehicle Shoppers on hundreds of premium and niche websites, driving

millions of impressions at a cost-efficient price

Average CPM Estimates

GDN Blast YouTube Portal

$1 $5 $6

Source: Compete GDN Blast vs. Portal Takeover, July 2010. Top portal: Yahoo Homepage. Standard Vehicle Shopper defined as any user that performed a KPI on a standard vehicle site

24%

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audience

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how does audience marketing work?intelligent algorithm for determining interests and demographics considers:

Types of sites/videos

visited

How frequently each site was

visited

How recently each

site was visited

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audience: interest categories

Show ads to people based on their interests. Google analyses the websites a user visits over a period of time and recognises people’s interests. Relevant ads

can be served even when they are exploring other interests

Auto Enthusiast Sites Auto Enthusiast

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audience: remarketing

Reach people who have:• visited your website• visited your YouTube channel • watched your video• interacted with your YT Masthead

Re-advertise to these people again and bring them back to your site.

Plug in your DoubleClick Boomerang lists or use our Pixel.

Create different marketing messages for different cookie lists

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audience: negative remarketing

Reach people who have NOT:• visited your website• visited your YouTube channel • watched your video• interacted with your YT Masthead

Negative remarketing gives you the opportunity to acquire new customers and extend your campaign reach.

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audience: demographics (BETA)

Note: On the GDN, Age and gender are inferred the same way as interest categories – by looking at the types of sites browsed on the Google Display Network. On YouTube, it is based on Registration Data

Male, 18-25 Male, 55-64

Select your audience based on their inferred age and gender on the GDN or based on registration data on YouTube. If you want your ads to be

seen by women aged 18-24, or people over 55, demographic targeting is the tool for you.

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audience: similar users (BETA)

Find like minded consumers. Google’s look-a-like technology finds consumers with similar browsing habits

to those on your remarketing list.

Similar UsersUser hasn’t been to your website but

visited the same sports sites

Remarketing ListUser has been to your been to your

website and visits sports sites

=

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solutions by objective

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your GDN targeting toolkit• Context

•

+audience

Keyword Contextual Targeting

PlacementTargeting

TopicTargeting

1st Party Data

3rd Party Data

Similar Users

Where is your audience? Who is your audience? context

GDN reserve

Demographics

Remarketing NegativeRemarketing

Interests Blue Kai

GDN Blast

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your GDN targeting toolkit• Context

•

+audience

Keyword Contextual Targeting

PlacementTargeting

TopicTargeting

1st Party Data

3rd Party Data

Similar Users

Where is your audience? Who is your audience? context

GDN reserve

Demographics

Remarketing NegativeRemarketing

Interests Blue Kai

GDN Blast

Recommended targeting options forBranding

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your GDN targeting toolkit• Context

•

+audience

Keyword Contextual Targeting

PlacementTargeting

TopicTargeting

1st Party Data

3rd Party Data

Similar Users

Where is your audience? Who is your audience? context

GDN reserve

Demographics

Remarketing NegativeRemarketing

Interests Blue Kai

GDN Blast

Recommended targeting options forDirect Response

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Thanks!

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additional

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in-market audiences who choose to watch your videoaudience: blue kai + trueview*

TrueView suite of video ads viewer choice = engaged view

Blue Kai In-Market Audiences

coming soon – the ability to target in-market shoppers with viewer chosen, cost-per-view video ads

* available when Blue Kai comes to GDN

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the GDN complements your trading desk

Inventory Pool• Google Display Network• Other Ad Exchanges

• Google Display Network

Data• 1st Party (client)• 3rd Party (e.g. Quantcast)

• 1st Party (client) & 3rd Party (Blue Kai)• Google Display Network audience clusters

Targeting• Topic• Placement• Audience

• Contextual• Topic• Placement• Audience• Similar users• CPC

Optimization • RTB• Google optimization suite• Full service optimization team

Complementary

• Access the best Contextual Targeting engine in the world via the Google Display Network

• Get access to free Adwords audience clusters• Get access to free look-a-like technology and future audience innovation

Google Display NetworkTrading Desk

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optimization on the Google Display Network

Automated optimization

Google technology to drive performance efficiently and effectively. Features include:

• Conversion optimizer to optimize campaigns toward the maximum or target CPA you set on a certain amount of targeting (keywords, categories, audiences)

• Display Campaign optimizer to drive conversions automatically across the whole network when you provide creative, budget and target CPA

Hands-On optimization

Dedicated Google Display Account Manager to monitor and optimize towards performance goals. Services include:

• Monitoring of campaign performance reports.

• Manual exclusion of underperforming sites and categories.

• Manual bid adjustments based on performance.

• Custom recommendations on growth opportunity.

• Mid and end of campaign performance reporting

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auto optimization 1: conversion optimizer

http://www.google.com/adwords/conversionoptimizer/

Auto-optimize your campaign with Conversion optimizer

Conversion optimizer is a free tool that automatically manages your bids to drive the most conversions at or below your target CPA

You set your targeting choices (categories, keywords or audiences).

On average, campaigns adopting Conversion optimizer achieve a 21% increase in conversions and 15% decrease in CPAs!

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This new tool automatically manages targeting and bidding for your Display campaigns with the goal of increasing your conversions at the desired CPA

You simply provide us with your target CPA, creatives and budget, and the Display Campaign optimizer goes to work, showing your ads in all the right places, automatically. 

Find additional conversions with Display Campaign optimizer

auto optimization 2: display conversion optimizer

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full set of creative options to engage with users

Ad Format Sizes

Standard Image (JPG or GIF)

Standard Flash

Rich Media Flash

In-Unit Video

Click-to-play Video Ads

Banner: 468 x 60

Square: 250 x 250

Small Square: 200 x 200

Leaderboard: 728 x 90

Medium Rectangle: 300 x 250

Large Rectangle: 336 x 280

Skyscraper: 120 x 600

Wide Skyscraper: 160 x 600