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1 Google confidential
Why display matters GDN overview
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95% of time online is spent on content where display can reach users Customers consider, evaluate & advocate online
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%
source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-publishers.org/page.php/prmID/421
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display plays an important role at each phase of the purchase cycle Today’s customer moves through phases
customer purchase funnel
awareness
interest
consideration
purchase
loyalty
audience engagement
interest category / similar users targeting
intent interest, remarketing
display + search
social display
contextual targeting
GDN features
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And GDN blast ensures that everyone will see your brand Rich media engagement increases brand recall
* comScore ars research highlights the importance of advertising creative in building brand sales, Oct 2010. n=396 online campaigns ** dynamic logic marketnorms® 2008-2010. fixed frequency level of 1 for campaigns using static image n=80; simple flash n=618; rich media with video n=236; rich media without video n=495
good creative has 4x the impact on campaign performance than media* 0
1
2
3
4
aided brand awareness
freq 1 freq 2
% of increased brand metrics
GDN blast allows for a massive reach in a short period of time (over 200m impressions/day)
the Google Display Network supports an expanding list of rich media formats
awareness
interest
consideration
purchase
AD
AD A
DAD
AD A
D
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active period where brands are added or subtracted Targeting customers when they’re evaluating
the Google Display Network combines the best contextual and audience targeting in the world with the scale of reaching 70% of Russia’s internet users
high
impr
essi
ons
CPM
high
lo
w
low
keyword contextual
interest categories
placement
topics
similar users
awareness
interest
consideration
purchase
targeting types
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remarketing and demographic & interest category targeting drive ROI Audience & behavioral data reaches qualified prospects
remarketing can engage past site visitors
users who have visited your web site
* 2010 Google study.
shopping sports automobile men 18-34
interest category and demographic targeting can reach more qualified customers
awareness
interest
consideration
purchase
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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
** iProspect & Comscore real branding implications of digital media - Aug’11. Share of exposed respondents who answered affirmative. * 2010 Google study.
search and shopping cart activity are strong signals of intent Targeting customers when they’re in-market
awareness
interest
consideration
purchase
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display ads
+1 lets your advocates recommend you across the web
users trust personal recommendations more than any other advertising source
they recommend and help others discover your brand Brand advocates are your best customers
awareness
interest
consideration
purchase
loyalty
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display speeds up the purchase cycle Time to convert decreases 5x
display’s strengths are in building awareness, increasing campaign reach, driving conversions and speeding up the purchase cycle *
* SearchIgnite, 2010.
creative drives 4x campaign impact
70% reach and best of breed contextual targeting options
site visitor remarketing drives 51% higher conversions
search + display increases likelihood to purchase by 8%.
+1 drives awareness and trust in your brand
awareness
interest
consideration
purchase
loyalty
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Why the Google Display Network rocks
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sources: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis,
70% reach across millions of sites, videos and devices Access: one of the largest networks in Russia
AdSense Publisher Network
31m unique visitors/month
70% of Russia’s internet users
215m impressions/day
Over 25,000 sites in the network
Google O&O properties
sites games video feeds mobile social media
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Tools: the right toolset to drive your campaign
right message (creative)
right person (audience)
right time (context)
video image
rich media expandables
contextual interests topic demographics
+ +
above the fold exclusions brand select reserve
in a brand safe environment
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sources: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis,
right person right time right message
at scale: 70% reach of Russia’s internet users - 31m visitors/month
• target a custom segment based on specific demographics, lifestyle, psychographics and behavioral data
• reach qualified based on interests and intent to purchase
• engage past site visitors with remarketing
layer contextual targeting on top of audience targeting to reach users in the right mind set • topic targeting
• keyword contextual targeting
• placement targeting
• customize creative based on user behavior, interests or demographics
• rich media drives user engagement and recall
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Results: realizing your campaign goals
awareness intent
+ 55% + 8%
Vizu average (13.4%)
GDN average (14.4%)
GDN average (12.4%)
Vizu average (8.0%)
direct response campaigns brand campaigns
the typical remarketing account gets: • 52% higher click through rates • 51% higher conversion rates and • 28% lower CPA
compared to the rest of display2
the typical search + display campaign gets 22% greater conversions compared to search only campaigns1
preliminary studies show that the GDN drives greater lift in brand metrics than market norms:3
source: 1. iProspect & Comscore real branding implications of digital media - August 2011. 2. Internal Google data. 3. Vizu Brand Lift Norms, Nov ‘11, compared to 7 “awareness” and 6 “intent” campaigns that ran on the GDN.
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Appendix
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Ремаркетинг
Охват только тех пользователей, которые уже посещали сайт(ы) клиента; Возможность создавать отдельные аудитории ремаркетинга для различных разделов сайта, и показывать им разные креативы; Возможность исключать отдельные аудитории ремаркетинга;
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From our 2010 study, the typical account gets:
…on remarketing compared to rest of display
optimized performance with effective bids adjusted in real time
51% higher conversion rate
52% higher CTR
28% lower CPA
Remarketing performance
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Similar Users Remarketing Lists
Extend the reach of your remarketing activity to show your ads to consumers with similar browsing habits. This is Google’s look-a-like technology.
Remarketing: Target Similar Users