Google at ro:newmedia 5.0

Steffen EhrhardtEMEA Display Product Specialist

Planning, Targeting Optionsand Tools in the GoogleDisplay Network

Agenda

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1 Our Vision for Display

2 Where Are We Today?

the right audience

the right ad

the goal

Display is at a Tipping Point

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First Display Ad – 1994

Display Ad – 2010

• Headline | Interest based• Product Images | demogr. based• Product copy | product based• Local Retailer | Local targeting based

Microtarget Your Creative

• Headline –weather based

• Product images –weather based

• Product copy –product based

• Local Lowe’s –Region&City based

• Call-to-action –user interest based

• Footer image –weather based

Continuous Innovation To Fuel Performance

2009+

Contextual Targeting Tool2010

Reach & Frequency managementAPRIL

Interest-Based Advertising (Beta) JUNE

Display Ad Builder TemplatesAUGUST

View-Through Conversion ReportingSEPTEMBER

Campaign Insights (Beta)OCTOBER

Above-the-Fold Targeting2010

Twitter Ads2010

Display Campaign Optimizer2010

Remarketing2010

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Display Advertising Technology Landscape

Our Vision for Display Advertising

Simplify Performance Open

Agenda

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1 Our Vision for Display

2 Where Are We Today?

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The Google Display Network

Google Display Network reaches

80%of Europe’s online population

12Source: comScore, April 2010 Google Confidential and Proprietary

That’s 280 MILLION people every month!

Source: comScore, April 2010

GDN exposes on average

50 ads / dayTo each of its users

That’s an ad every 20 minutes !And that’s more than any other network

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Display Planning

Where should I start with my Planning?

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In AdPlanner!

A free research and media planning tool for agencies and advertisers to identify websites their target customers are likely to visit.

• Massive Scale• Millions of data points• 40+ countries, 20+ languages

• Increased Visibility• Audience discovery• Visibility beyond the most common sites

• Publisher Center• Publisher data contributions• Publisher shared Google Analytics data for traffic statistics

• Fast Execution• Extensive research in just minutes• Create media plan in few simple clicks

What’s the Advantage?

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Ad Planner in 3 steps

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1 2 3

• Create a media plan • Add sites to your plan• Analyze your plan• Exporting your plan

• Search for sites• Understand site results• View site profiles

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Create a media plan

Think about who you are targeting with your media plan. Create a media plan and give it a descriptive name.

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Search by site

Search by site. Know what sites you already want to add to your media plan? Enter a site to view it’s profile and add it to your media plan.

Also very useful to find additional data about other sites/competitors

Search by audience

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Search by audience. Find sites by defining your audience’s demographics and online activity. Then apply filters to the site results.

Search by audienceDefining your audience

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1. Defined AudienceThe view of the internet by the country selection.

2. GeographySelect a specific region or location in the country (Metros available in the US).

3. LanguageSelect the language preferences set on your audiences’ internet browser.

1 2 3


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4. Online Activity(Keywords searched and Sites visited)Online behaviors are good proxies for understanding psychographics. Enter sites your audience is likely to visit and the keywords they typically search for.

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6. Pre-Defined AudiencesProposed audiences with Demographics, Online Activities, IBA categories already selected.

Tip: Don’t know where to begin? Select a pre-defined audience.

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Search by audienceSelecting site filters

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A

B

C

1. Ranking Method

A. Composition IndexRanks by composition index (the concentration of your defined audience on a site). In general, ranking by composition index will return smaller sites where you are most likely to find your audience.

B. Best MatchHybrid ranking method that displays sites based on the composition index and the total number of unique visitors on the site.

C. Country ReachRanking method that considers the estimated percent of total internet users within your defined country who meet your targeting specifications. In general, selecting this will return the larger, popular sites.

D. Max number of resultsAdjust here to see more than only 250 sites – up to 1000 sites is possible


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3

2. Ad CharacteristicsAd Planner surfaces any site on the internet. You can filter to show only Google Display Network sites or sites that only accept advertising.

3. Site CategoryShow only sites that have a particular “theme” or site classification.

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4 5

4. Ad format & sizeFor sites on Google Display Network, you can choose to filter by certain ad formats and sizes.

5. Domain suffixShow only sites that have a particular domain suffix.

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1 2 3 4 5 6 7 8

1. PlacementThe site (or placement) corresponding to your defined audience.

2. CategoryThe site “theme”. The top category will show on the research and media plan site lists.

3. Composition IndexShows the likeliness of your defined audience to visit the site relative to an average site on the internet.

4. ReachExpressed as the percentage the number of internet users defined by specified criteria over the total number of internet users in the defined country.

5. UV (users) for audience / countryEstimated number of visitors to the site in the defined audience or in the country selected.

6. Page ViewsEstimated number of page views accessed within the country specified.

7. FormatsTypes of advertising accepted on the site.

8. Imp/DayEstimated range of the site’s impressions per day on the Google Display Network.

Understand site results

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View site profiles

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3

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1. Site overviewThumbnail view, site categories, advertising details and site description.

2. Traffic statisticsUV (users): estimated number of unduplicated people visiting a site Tip: use this metric for media planning and estimating the actual number of unique people

UV (estimated cookies): approx. number of cookies as determined by Ad Planner algorithms (this metric does not count actual cookie numbers)

Tip: use this metric to compare with Publisher ad server logs

3. Site demographics

4. Sites also visited and keywords searched forAffinity: the number of times more likely than the average internet user to visit a specific site or search a specific keyword.

Tip: use these to define your audience’s Online Activity!

Audience Interest in Site Profile

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Audience Interest:Affinity, top 10 audience interests of visitors to the site

Add sites to your media plan

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2

1

Select sites from the site results and click “Add to plan”. Notice as you select sites and add them to your plan, the summary box will update in real-time to show unduplicated UV, reach, and page view statistics.

Exporting your media plan

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You can select the sites from your media plan to export to:1. CSV format 2. CSV (Excel)3. MediaVisor CSV or...

Exporting your media plan

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...into new or existing campaigns/adgroups!

Where does data comes from?AdPlanner

Methodologies from other Players

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Active Panel-Based•Users actively install software on their computers to track surfing habits

•Challenges: Small and unrepresentative samples, site reach is limited

•Examples: comScore, Nielsen, Alexa, Compete

Direct from Website•Websites add tags to allow traffic tracking

•They may also do user surveys

•Challenges: Difficult to scale, measures page views and then estimates people

•Examples: Quantcast

ISP Data•Analyze website visits from ISPs and combine with demographics data

•Challenges: Biases in sample based on ISP

•Examples: Hitwise

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Where Google AdPlanner data comes from?•Google Ad Planner combines information from a variety of sources:

•1. Aggregated Google search data

•2. Opt-in anonymous Google Analytics data (Publisher Center),

•3. Opt-in external consumer panel data (Industry accepted player)

•4. Google Toolbar data (the data is aggregated over millions of users and so are similar to a huge panel). It doesn't contain personally identifiable information!

•In addition, Google Ad Planner only shows results for sites that receive a significant amount of traffic, and enforces minimum thresholds for inclusion in the tool.

•AdPlanner Data Methodology explained in details: http://www.google.com/support/adplanner/bin/answer.py?hl=en&answer=175532

http://www.google.com/support/adplanner/bin/answer.py?hl=en&answer=175532�

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Targeting Options

What are the different targeting options?

Add Demographic, Geographic, Time and Exclude sites, keywords, categories

Your MessageThe most robust targeting of any network

Interest-Category Matching

Remarketing

Where Users Have Been

Contextual TargetingBy Keywords | By Topics

Placement Targeting

Where Users Are

With contextual targetingGDN for direct response

Before We Start: A Basic Checklist

Separate content and search campaigns.

Set your targeting correctly: “Relevant pages across the entire network”

Opt out of mobile unless you have a mobile enabled landing page.

Consider the location and languages of your target audience.

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Not Your Average Targeting Technology

Page analysis:

Scan the page1

holidays in romania, romanian national tourist office, romanian culture, cluj holiday

Keywords

holidays in romania, cluj holiday

Themes

Analyze the page2Machine learning technologyturns keywords into targetable themes

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How Your Ad Is Matched To A Publisher

• Ad Matching

Text AdsKeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleAd

Gro

up 4 Text Ads

KeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleAd

Gro

up 5 Text Ads


Gro

up 6


Gro

up 2 Text Ads

KeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleAd G

roup

3


Gro

up 7 Text Ads


Gro

up 8 Text Ads


Gro

up 9

Ad G

roup

1 Text AdsKeywordsNegative KeywordsGeo TargetsLanguage TargetsAd Schedule

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Think of Content Ad Groups as Search Keywords

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Very manual & confusing process?

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• How many ad groups do I need? 10, 20?

• How many keywords per ad group? 5? 10? 40? 100?

• How tight does a tight theme need to be?

• What should I do if I don’t get any impressions?

• What match types should I use?

• What should I bid for a keyword?

• Etc.

Building Your Campaign: Step 1

Step 1: Finding Ad Group Themes

Step 2: Adding Keywords

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Finding Ad Group Themes

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spain


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Step 1: Finding Ad Group Themes

Step 2: Adding Keywords

Building Your Campaign: Step 2

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Keyword Building: Defining Your Ad Groups

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madrid international airport

Keyword Building: Defining Your Ad Groups

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madrid international airport

Create new ad group “madridinternational

airport”

Cast A Wide Net:Many Ad Groups ensure you target more interested users

Tight Keyword List:Very tight keyword lists ensure high relevance on matching pages

Bidding Is A Crucial Factor in GCN

The types of sites on which your ad appears

Your reach on the Display Network

Your position on the publisher’s page

BIDDING DETERMINES:

Tips:

• always bid at the ad group or placement level – never the keyword level

• set initial Content bid at same level as Search

• bid the same for text and display ads initially

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Reengaging with people who visited your site

Remarketing

Remarketing on the Google Display Network

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Find users across the web who previously visited your web site.

What is remarketing?

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Let’s use an example…

…You own a hotel website...

Someone visits your site looking for a hotel

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They select Luxury … but don’t book

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When they browse a random GDN site, they see your ad!

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… click on it … go to your website and convert

How did this happen?

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He visited your websiteHe browsed through your website

But left your without buying anything

Then we gave hima cookie and put

him on the Remarketing list

He visited another website, saw your ad, clicked on it …

… visited your website and bought your product

Remarketing =

Reengaging with people who visited your site

So… does it work?

Cost per sale:

Remarketing

=Search

3xincrease

inConversion Rate

33%reduction

in Cost per Lead

Cross-sellingVisitor boughton yourwebsite

Remarketthese userswith ad

Cool implementations

Remarketing after a certainperiod

Visitor bought on your website

Remarket usersafter 3 months

SeasonalVisitor boughton your website for Mother’s Day

Show theman adfor Father’s Day

Set it up: Go to “Control panel and library” in AdWords

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Place the Remarketing tag on your website

Maximizing opportunity with Remarketing

• Maximize results from– Online marketing campaigns

• Search advertising

• Display advertising

– Direct traffic to your website

– Email newsletters

Your website

The integrated Remarketing approach

BetaInterest Based Advertising

What’s on the roadmap?

• Similar users

• Interest-Category Matching

Similar users

Grow remarketing lists and campaign volume by finding people with similar characteristics

Interest-Category Matching

etc

Reach users based on their interests

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Display Tools to increase Reach & Conversions

Content Prediction ToolBeta

Slide 4

Current Challenges

Advertisers don’t know:1. Where their ads will show2. How their keywords affect where their ads show3. How their bid affects where their ads show

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The New Ad Group creation flow

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Benefits of Content Prediction Tool

The tool helps advertisers:

• View predicted placements prior to spending money• Test different keywords to refine where their ads could

show• Get comfortable with running their ads on Display

Network by seeing where they are relevant

BetaContextual Targeting Tool

Tightly-Themed Keyword Lists Critical For Effective Contextual Targeting

Tightly-themed ad groups:

yoga gear

yoga gearkeyword 1, keyword 2, keyword 3, etc.

yoga accessorieskeyword 1, keyword 2, keyword 3, etc.

yoga clotheskeyword 1, keyword 2, keyword 3, etc.

bikram yoga gearkeyword 1, keyword 2, keyword 3, etc.

yoga matskeyword 1, keyword 2, keyword 3, etc.

yoga apparelkeyword 1, keyword 2, keyword 3, etc.

yoga towelskeyword 1, keyword 2, keyword 3, etc.

Etc., etc., etc.

Located Under “Opportunities” in AdWordsFront-End

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Contextual Targeting Tool Builds Keyword Lists Automatically So You Don’t Have To

yoga mats

Features: Contextual Targeting Tool

Implement chosen ad groups Bid recommendations for each ad group

Download feature to implement in campaign

Benefits of Contextual Targeting Tool

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Save time and effort, with the Contextual Targeting Tool automatically building dozens of ad groups you can implement in your campaign.

Expand your campaign reach on the Display Network while remaining precisely targeted.

More clicks, impressions and conversions

Maintain full control over your campaign Implement in new or existing Display Network Campaigns

Contextual Targeting Tool Is Right For…

Advertisers with mass-appeal products

Campaign is already performing well

Low relative GDN investment (i.e. ~10%)

Few ad groups in existing campaign

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BetaDisplay Campaign Optimizer

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You providetarget CPA,

creatives, budget

Result: More conversions at

desired CPA

System automaticallyoptimizes targeting

and bidding

Let the Display Campaign Optimizer find additional conversions at your desired CPA,

across the millions of sites in the Google Display Network.

Display Campaign Optimizer

Relax: the Display Campaign Optimizer will do the work for you!

It will automatically optimize your targeting and bidding with measureable performance at scale on the Google Display Network

Bid Target

Learn Optimize

You

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Step 1

Select• Ads & landing page• Target CPA• Budget


Step 2 Step 3

Selects placements which may perform well, based on site and account history

Optimizes bidding and targeting based on performance

Most Advertisers Don’t Take The Time, At The Cost of Campaign Performance

Time consuming• Time consuming to create dozens of ad groups

• Challenging to generate ideas for specific ad group “themes”, i.e. “How specific should I get?”

Lack of awareness• Nothing in the UI that prompts or helps them

What’s so great about this?

Optimize

Target

Learn

Expand

Step 4Display Campaign Optimizer learns what is working well – and will expand on that and find new opportunities!

Reporting & Monitoring

You can run placement performance report to see where you ads are shown.

You can exclude placements and adjust your Target CPA to meet your ROI.

Placement Performance

Report

Target CPA

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Benefits of Display Campaign Optimizer

Save time,your campaign is

automatically managed and optimized

More conversionsat desired CPA

Your display campaign stays optimized, as DCO continually monitors and operates in the background

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Explore new inventory across millions of sites in

the Google Display Network

I get confused with the tools…

Content Prediction Tool

Contextual Targeting Tool


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Now it is your turn!

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Thank Youwww.google.com/adwords/displaynetwork

Business

Google at ro:newmedia 5.0