Display Advertising SecretsPresented by

Google & National Positions

TODAY’S PRESENTERS• Christopher Moore – Senior Analyst, Google• David Jaeger – Director of SEM, National Positions• Adam de Jong – Marketing Director, National

Positions

An industry leading Internet marketing, and one of Inc. Magazine’s fastest growing companies in the US.

With over 1,500 clients around the globe and a 95% retention rate—we know that improving your business is our business.

Our dedicated team of Internet marketing and ecommerce experts can get your products seen, and sold, all over the web.

NATIONAL POSITIONS

OVERVIEW• The Importance of Display• 3 Targeting Methods of a Display Campaign• Measuring Display Beyond the Click• Google Display Targeting Formats• “Ninja” Display Techniques• Creative Strategies• Conclusion• Special Offer from Google• Q & A

THE IMPORTANCE OF

DISPLAY

3 REASONS TO ADVERTISE ON

DISPLAY• Engage - Users research your product in multiple

ways. It’s important to be in all steps of the funnel• Reach - new users who are interested in your

product, allowing you to expand beyond search• Acquire – undecided website visitors by re-engaging

with them across multiple channels

SHOPPERS RESEARCH IN MULTIPLE PLACES

COMPARISON SHOPPERS ARE READY TO BUY. ARE YOU PART OF THE CONVERSATION?

50% start with a search engine.

The average shopper uses 10.7 sources of information before they buy

Awareness

Interest

Consideration

Source: Google ZMOT Research, 2011Google Eye Mapping Study, 2009

Purchase

Consideration

SEARCH IS NOT ENOUGHTODAY’S CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH

Awareness

Interest

Purchase

Consideration

SOURCE: WORDSTREAM “GOOGLE: THE WAR ON FREE CLICKS” STUDY, JULY 2012.INTERNET ACTIVITY INDEX (IAI) BY THE ONLINE PUBLISHERS ASSOCIATION (OPA); REPORT FOR MARCH 2009.

Purchase

CAPTURE THEIR INTENT BEYOND THE SEARCH RESULTS PAGE, ON THE GOOGLE DISPLAY NETWORK

AND SPEEDS UP THE PURCHASE FUNNEL 5X

DISPLAY DRIVES PURCHASE INTENTincrease traffic & engagementsearch + display increasedthe average number of webpages viewed by 68%

supercharge paid search campaigns

after seeing a display ad, customers are 136% more

likely to search for your brand and 140% more

likely to click on an organic link

increase in store visits

when combined, search + display can lift in store visits by 43%

search + display

+43%

increase offline conversionsA major consumer products company saw a 52% increase in offline sales after a successful display campaign

Source : Dunhumbee and Google Study, November 2008

REMARKETING COMPLETES THE SALE

88% of online shoppers have recently put an item in their shopping cart

and abandoned it

SOURCE: FORRESTER, 2011

Create targeted lists of users who have visited your site and

instantly re-engage them as they continue to surf the web

Increase your conversions by up to 51%

Intent

Demographic

Timing

3 DISPLAY TARGETING ELEMENTS

3 DISPLAY TARGETING ELEMENTS

Intent

Demographic

TimingSEARCH

CONTEXTUAL ADVERTISING

REMARKETING

FACEBOOK ADS

GOOGLE DEMOGRAPHIC BID OPTIMIZATION

INTEREST TARGETING

MEASURING DISPLAY

BEYOND THE CLICK

5 GOOGLE TOOLS

1. View Through Conversions2. Adwords Search Funnels3. Google Analytics MCF

Import

1. Multi Channel Funnels2. Attribution Modeling

GOOGLE TOOLS -VIEW THROUGH CONVERSIONS

In this case, looking at just click through conversions would make it seem like display is failing. However, seeing the high ratio of VTC’s to CTC’s, it would make sense to optimize towards view throughs as well.

GOOGLE TOOLS -SEARCH FUNNELS

GOOGLE TOOLS -MCF IMPORT

GOOGLE TOOLS -MULTI CHANNEL FUNNELS

GOOGLE TOOLS -ATTRIBUTION MODELING

GOOGLE DISPLAY

TARGETING OPTIONS

8 DISPLAY TOOLS1. Keyword/Contextual Targeting2. Placement Targeting3. Topic Targeting (New!)

4. Interest Targeting (New!)

5. Remarketing6. Dynamic Remarketing7. “Similar Audiences”8. Demographic Targeting

CONTEXTUAL TARGETING

RELEVANT SITES BASED ON KEYWORDS YOU CHOSE

Sophisticated machine learning technology understands language semantics and derives meaning from web content

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

Thousands of times every second, across the web

PLACEMENT TARGETING

SELECT SITES TO TARGET WITH YOUR MESSAGE

your ad here

your ad here

• Select specific placementson which to run

• High control, limited volume

TOPIC TARGETINGRELEVANT SITES BASED ON KEYWORDS YOU CHOOSE

Choose from over 1700 topics or sub topics, like travel or insurance, to achieve easy-to-scale reach across relevant, pre-categorized sites

Topics work together with placements, so you

can target 'sports' on the newyorktimes.com

luxury auto sitesautomotive: BMWautomotive: Lexusautomotive: Mercedes-Benz

20+ travel sub-categories

40+ auto sub-categories

20+ shopping sub-categories

20+ sports sub-categories

personal travel sitestravel: adventure traveltravel: air traveltravel: vacation destinations

luxury goodsshopping: luxury goodsshopping: gems and jewelry

golf sitessports: golf

INTEREST CATEGORIES

TARGET USERS INTERESTED IN SPECIFIC CONTENT

Big

• 1000+ interest categories

• 100 billion impressions monthly

• 500m+ daily internet users

• all ad formats

Smart

• Sophisticated blend of overall interests, recent session and current page

REMARKETINGENGAGE PAST SITE VISITORS & CONVINCE ON-THE-FENCE CUSTOMERS TO CONVERT

DYNAMIC REMARKETING

static ad

you can see a 450% increase in CTR using dynamic creative

dynamic ad

SIMILAR AUDIENCESAdvertisers using similar audiences with

remarketing typically see 60% more impressions48% more clicks41% more conversions

DEMOGRAPHIC TARGETINGLOCATE YOUR BEST PROSPECTS BASED ON AGE AND GENDER

65+

Extend your reach within a demographic

Customize creative for various demographic groups

Exclude certain groups from campaigns

Combine with other targeting to reach even more specific audiences

“NINJA” DISPLAY TECHNIQUES

#PLAninjas

WHY THE GOOGLE DISPLAY

NETWORK?1. No Minimum Fees2. Complete Control3. (Almost) Complete Transparency4. Can Use CPC Bidding5. (Unrivaled) Contextual Targeting6. Powerful Targeting techniques7. Integrated with Adwords/Analytics

“NINJA” DISPLAY TECHNIQUES

1. How to effectively use “attribution modeling” and other attribution tools

2. Target Specific performing domains (e.g. gmail)3. Test & Overlay Multiple targeting strategies4. List of most effective targeting formats:

1. Dynamic Remarketing2. Contextual Targeting3. Similar Audiences4. Interest Categories / Topic Targeting

TOP BANNER SIZES

According to Doubleclick, the top 2 banner formats shown by publishers are the 300x250 and the 728x90, which occupy ~55% of all banner formats

SPECIAL OFFER FROM

GOOGLE (BETA)

FREE BANNER DESIGN! Normally costs $750 Requires a commitment to spend $2,000 on a new

campaign trying a display targeting methodology you haven’t tried yet

Requires being an active National Positions PPC account

CONTACT US TODAYDavid Jaeger

Phone: 818.224.7517Email:

Davidj@nationalpositions.com

NEXT WEBINAR- STAY TUNED!

An In-Depth Look at

Attribution Modeling

THANKS FOR ATTENDING.

QUESTIONS OR COMMENTS?