google display advertising - karthikeyan haldurai - google

Google Confidential and Proprietary Google Confidential and Proprietary

Google Display Network spans all platforms

Mobile Search

Video

Social

Google Confidential and Proprietary Google Confidential and Proprietary Source:ComscoreJuly2012

93% ReachoftheGDN

Totaluniquevisitors 205M

Total pageviews 476B

UnitedStates


Awareness

Interest

Consideration

Purchase

We’re improving every step of the marketing

funnel…


Find your audience with demographic targeting

18 - 24 25 - 34 35-44 45-54

55-64 65+

Sophisticatedinferred

technologylets you target age and

gendermoreprecisely

Gain broad, accurate reach for brand awareness goals

Available


Place creative in viewable spaces with Active View 100% of Active View ads appear on screen to maximize awareness

On Screen

Not On

Screen

X

Available


Remove the guesswork: GDN Reserve offers

brand-safe impressions at scale

Reservableimpressions

Specificaudiences

Brand-Safeplacements

Available


Snare audience attention with new ad formats Engagement ads offer massive creative canvases at scale

Q4 Beta


Engage: Pay only for user engagement Cost-per-engagement pricing brings efficiency to your media spend

Q4 Beta

A two-second delay eliminates 100% of accidental expansions,

leaving just the users who want to see your message.


Measure beyond the click with Active GRP Compare your online and offline campaigns

-TV to Online

-Reach and Frequency

-Specific demographic segments

Q4 Beta


Interest


Target users interested in specificcontentwith Interest

Categories

Big

•1600+interest categories

•100 billionimpressions monthly

•500m+daily internet users

•allad formats

Smart

•Sophisticatedblendofoverall interests,

recentsessionand

•currentpage

Creating in-market segments based onInterestcategories– COMING SOON

videogames news sports air travel jewelry magazines


Locate your best prospects based on age and gender

Demographics: For Interest Goals Too

18 - 24 25 - 34 35-44 45-54

55-64 65+

Extendyourreachwithin a

demographic

Customizecreative

fordemographicgroups

Excludegroupsfrom

campaigns

Combinewith othertargeting

Available


One of the reasons we like using Demographics targeting on the Google

Display Network so much is that it is cost-effective.

- Rina Hahn, Search Marketing Manager, Blue Nile

“ ”

BlueNileusers Demographics Targeting to deliver

precisely tailored ads to the right audience


Targetpsychographics:personalities,values,

attitudes,andlifestyles

Movers, new home buyers

Looking for new home mortgage,

moving companies

Luxury shoppers

Spending money on expensive

events, or have expensive tastes

Q4 Beta


Intent/Purchase

Consideration


Combine the control of search with flexibility of

display: NextGen Keyword Contextual Targeting

Fine-tune

performancewith

keyword level

targeting and

bidding.

Control

Real time

insightswith

keyword level

performance

reports

Efficiency

Match adsmore

precisely

Instantlycopy

search

campaigns onto

display

Transparency Accuracy Control

Available


Save time Campaignis automatically managed and optimized

More conversions at desired CPA

Explore new inventory across

millions of sites inGDN

Find more conversions: Thenew Display

Campaign Optimizer

Available


Conversion Optimizerand Remarketing Together:

Higherconversions, reduced CPA

1CPAs not based on actual advertiser data – chart represents a typical curve 2Pre/post analysis of 125 Remarketing advertisers

Typical Remarketing+COadopterssee: 14%conversiongrowth

8%CPAreductionv

Remarketing has become a significant

part of our business and an important

way to connect restaurants with

diners.

- Phil Volini, Director of Customer

Acquisition, Restaurant.com

“

”


Intent/Purchase

Purchase


Remarketing: Re-engagewith previous visitors

of people who visit a website

leave without completing

marketers’ desired actions

96%

Your Ad

Your Site

X -

of people abandon their

shopping cart without

completing a purchase

70%


Easytag implementation using the new

Remarketing Tag or Remarketing with Google

Analytics

Easy Tag

Implementation

Sophisticated

List Rules

Back-end

optimization Dynamic values

Available


Expand your audience with Similar Audiences

Quickly and easily take your proven remarketing list and target people

who have similar interests but haven’t yet been to your site

REACH Find30%more new

customers using Similar

Audiences.

SCALE Average3xthe clicks and

conversions compared to

remarketing

CTR New users click-

through71%as often as

Remarketing listusers

Q3 Beta


Dynamic Remarketing for retail advertisers

Users see personalizedcreativesofthe products they viewed on your

site

450%increaseinCTR

Beta


Bringing it all together with the new

DisplayTargetingTab

•Streamlinedworkflow allows you to

create, bid, target and optimize

froma singlelocation

•

•Deeper transparency & more

control overperformance

•

•Set-uptime reduced by 50%

Available


Summary and Discussion

Awareness

Interest

Consideration

Purchase