google i/o 2014 and google display network session by gbg mumbai
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Presentation from our event on Google I/O 2014 highlights and Google Display Network Session by GBG Mumbai on July 19th 2014.TRANSCRIPT
I/O Highlights andGoogle Display Network
July 19th 2014
Strategic Partner Networking Partner Support Partner
Chapter Manager - @sree_ramanGBG Women Lead - @ImagEmpower
@GBGmumbai | #GBGMumbai
What is a GBG?
Google Business Group (GBG) is a community of business professionalssharing knowledge about Google web technologies for business success.
GBG Mumbai – The Journey
Over 12 events in the last 17 months
One event a month I 2014
Launch of GBG Mumbai - Women
The launch of Google Business Group-Mumbai Women was on 24th May. It was a great learning experience with +125 people & 3 terrific speakers.
Key Learning from I/O14
@sree_raman
#ioExtended at IIT Mumbai
Click here to view on YouTube http://www.youtube.com/watch?v=ksvdvCDO7pA
Google I/O Highlights
Key Figures
Highlight of #io14 in 9 minutes
Click here to view on YouTube http://www.youtube.com/watch?v=EgeMgjplANY
Android L
I/O 2014 saw the launch of Android L.Developers can get the preview here http://developer.android.com/preview/index.html
Android L – 5000 new APIs
• With 5000 new APIs, “L” is the new OS to look forward to• Transition to 64-bit computing• it will drop the Dalvik runtime in favor of ART (Android Runtime)• Project Volta to developers create power-efficient apps• A new camera API gives developers expanded capabilities for image capture and
processing• APIs include support for Bluetooth Low Energy Peripheral Mode• Release L bakes in support for Android Wear, Google's new platform for wearables• It also improves Play Games services, adds an App Indexing API for in-app
searching, adds new features to Google Drive and Google Wallet, and adds Google Case so media tracks can add closed-caption support
Material Design
A visual language for our users that synthesizes the classic principles of good design with the innovation and possibility of technology and science.Know more here http://www.google.com/design/spec/material-design/introduction.html#
Android Wear
Android Wear was given away to all attendees of I/O 2014, The options were with LG G Watch or Samsung Live. When Moto 360 is launched, the same will be given to all attendees too!
Android Auto
The Right information for the road ahead, Android Auto was designed with safety in mind. With a simple and intuitive interface, integrated steering wheel controls, and powerful new voice actions, it’s designed to minimize distraction so you can stay focused on the road.
http://www.android.com/auto/
Android TV
A world of content and games: Watch hit shows, timeless movies, and viral videos from Google Play, YouTube, and your favorite apps like Netflix. Android games shine on your HDTV with a gamepad. http://www.android.com/tv/
Android TV
Less browsing, more watching, Just say what you want to see
Android One
The “One” Idea to get the next billion people to use SmartPhones.
Google Fit
An open platform that lets users control their fitness data. Google Fit lets developers build smarter apps and manufacturers focus on creating amazing devices.https://developers.google.com/fit/
#Cardboard
Google Gave away a box of Cardboard for attendees of I/O to figure out what it was. The Cardboard is a DIY Virtual Reality (VR) using your smartphone.Construct a VR viewer from everyday items you can find in your garage, online or at your local hardware store. Learn here https://gweb-cardboard.appspot.com/
#GBGsummit
June 24th, Google, Mountain View, CaliforniaSearch #GBGsummit on Google+ for more
Key Takeaways
• ‘Google Outreach’ is now ‘Business and
Startup Ecosystem’
Startup Launch
Startup Launch
Startup Launch
Startup Launch
Startup Launch
http://developers.google.com/startups
Key Takeaways
Launch of GBG Success Stories
One more thing…..
Key Takeaways
• Get your success stories featured on
top and win $5000 !!!• Visit google.com/landing/gbg/stories to know more or talk
to us at [email protected] to participate.
@sandiipporwal
Session onGoogle Display Network
Who am I?Who are you?
Introductions
Today’s Agenda
Google Display Network
What is Display Advertising?
Simply put,
Display advertising is graphical advertising,
on the World Wide Web,
that appears on web pages, IM applications, email, etc.
What is Display Advertising?
Simply put,
Display advertising is graphical advertising,
on the World Wide Web,
that appears on web pages, IM applications, email, etc.
These ads, often referred to as banners, come in standardized ad sizes,
and can include text, logos, pictures, or more recently, rich media.
What is Display Advertising?
Simply put,
Display advertising is graphical advertising,
on the World Wide Web,
that appears on web pages, IM applications, email, etc.
These ads, often referred to as banners, come in standardized ad sizes,
and can include text, logos, pictures, or more recently, rich media.
Rich media, is enhanced media that utilizes a combination of text,
audio, still images, animation, video, and content for active
engagement.
What is Display Advertising?
Simply put,
Display advertising is graphical advertising,
on the World Wide Web,
that appears on web pages, IM applications, email, etc.
These ads, often referred to as banners, come in standardized ad sizes,
and can include text, logos, pictures, or more recently, rich media.
Rich media, is enhanced media that utilizes a combination of text,
audio, still images, animation, video, and content for active
engagement.
Display Advertising
Display advertising gives you an opportunity,
• To create all types of ads - text, image, interactive and video ads.
• Place those ads on websites that are relevant to what you’re selling.
• Show those ads to the people that are likely to be most interested.
• Manage and track your budget, campaigns and results on the go.
What is an Ad Network
What is an Ad Network
Ad network
An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand.
How ad networks Work?
The Google Display Network
GDN
What is the Google Display Network
Google Display Network
Google Worldwide
• #1 global Internet property with 1 billion searches every day
• 1B unique visitors globally per month to Google Sites
• #1 in search globally• 955M unique visitors a month on the Google
Ad Network and 76.8% reach worldwide• #1 video site YouTube with 2 billion + views a
day• The largest global ad network, thousands of
sites across a diverse set of inventory
Google Worldwide
• #1 global Internet property with 1 billion searches every day
• 1B unique visitors globally per month to Google Sites
• #1 in search globally• 955M unique visitors a month on the Google
Ad Network and 76.8% reach worldwide• #1 video site YouTube with 2 billion + views a
day• The largest global ad network, thousands of
sites across a diverse set of inventory
Google Display Ads
benefits
•millions of sites
•placement targeting
•contextual targeting
•remarketing
•multiplier effect on search
pricing
•pay per click (cpc)
•pay per impressions (cpm)
format
•text
• image
•flash
•video
placement
•you choose sites
•google chooses sites:
(contextual targeting)
Engage with Internet users through millions of sites using text, rich media, image and video advertising.
Advantages of the Google Content Network
Precision & Scale• Reaches millions of Internet
users, more than any other network
• Target by categories, keywords, demographics, interests, geography, and time
• Text ads, display ads, interactive gadget ads, in-video ads, and click-to-play video ads
• Reach every conceivable audience in a broad range of online environments – from moms reading recipes to business professionals reading trade articles
• Site by site placement performance report, conversion tracking, and Google Analytics
• Measure reach, ad effectiveness, and frequency
Measurement
VariousCreative Options
Broad Range ofEnvironments
What makes the Google Display Network
Advertiser
Google Display Network
Publisher | Websites
**
Online User | Visitor | Buyer
Running a GDN Campaign
Targeting
Contextual Targeting
Keyword Contextual TargetingShow ads on sites related to your keywords
Targeting
Contextual Targeting
Keyword Contextual TargetingShow ads on sites related to your keywords
Topic TargetingShow ads on pages about specific subjects
Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups of quality sites related to that topic.
Targeting
Contextual Targeting
Keyword Contextual TargetingShow ads on sites related to your keywords
Placement TargetingShow ads on specific websites that you choose
Do you already know which websites your customers visit? Choose a whole site or just the specific pages where you want your ad to appear.
Topic TargetingShow ads on pages about specific subjects
Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups of quality sites related to that topic.
Targeting
Audience Targeting
Interest Category Targeting
Show ads based on user interestsTravel ads for travel fans: that's the simple goal of interest categories.
Targeting
Audience Targeting
Interest Category Targeting
Show ads based on user interestsTravel ads for travel fans: that's the simple goal of interest categories.
Demographic Targeting Show ads to users based on their age and gender
If your typical customer skews toward a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business.
How to Target Customers on Google Display Network
Audience Targeting
Interest Category Targeting
Show ads based on user interestsTravel ads for travel fans: that's the simple goal of interest categories.
Remarketing Bring good customers back
Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple: People who have already visited your site are shown your ads as they browse other sites on the Google Display Network.
Demographic Targeting Show ads to users based on their age and gender
If your typical customer skews toward a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business.
How to Target Customers on Google Display Network
Audience Targeting
Interest Category Targeting
Show ads based on user interestsTravel ads for travel fans: that's the simple goal of interest categories.
Remarketing Bring good customers back
Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple: People who have already visited your site are shown your ads as they browse other sites on the Google Display Network.
Demographic Targeting Show ads to users based on their age and gender
If your typical customer skews toward a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business.
Geo / Language TargetingShow ads where your customers are locatedReady to reach English speakers across the globe? Or Spanish speakers just in your town?
How to Target Customers on Google Display Network
Audience Targeting
Interest Category Targeting
Show ads based on user interestsTravel ads for travel fans: that's the simple goal of interest categories.
Remarketing Bring good customers back
Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple: People who have already visited your site are shown your ads as they browse other sites on the Google Display Network.
Demographic Targeting Show ads to users based on their age and gender
If your typical customer skews toward a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business.
Geo TargetingShow ads where your customers are located
Ready to reach English speakers across the globe? Or Spanish speakers just in your town?
Other Tools
Bidding / Pricing
Cost-per-click (CPC)
• Pay only when someone clicks on your ad. • If your goal is to drive traffic to a website, this is the right
choice for you.• The amount of your bid is a key factor in determining
whether your ad is showing in the places where you want.
Bidding / Pricing
Cost-per-click (CPC)
• Pay only when someone clicks on your ad. • If your goal is to drive traffic to a website, this is the right
choice for you.• The amount of your bid is a key factor in determining
whether your ad is showing in the places where you want.
Cost-per-thousand impressions (CPM)
• Pay each time your ad is viewed, regardless of clicks.• Pricing is per one thousand views.• If you want to show your ad to as many people as
possible and you care less about clicks, this may be the right choice for you.
Bidding / Pricing
Cost-per-acquisition (CPA)
• Set a target CPA - the amount you're willing to pay for each conversion
• The Conversion Optimizer comes into action here, managing your bids so your ad shows in the auctions most likely to lead to conversions.
• If your goal is to drive online transactions, this is the right choice for you.
Cost-per-click (CPC)
• Pay only when someone clicks on your ad. • If your goal is to drive traffic to a website, this is the right
choice for you.• The amount of your bid is a key factor in determining
whether your ad is showing in the places where you want.
Cost-per-thousand impressions (CPM)
• Pay each time your ad is viewed, regardless of clicks.• Pricing is per one thousand views.• If you want to show your ad to as many people as
possible and you care less about clicks, this may be the right choice for you.
Bidding / Pricing
Cost-per-acquisition (CPA)
• Set a target CPA - the amount you're willing to pay for each conversion
• The Conversion Optimizer comes into action here, managing your bids so your ad shows in the auctions most likely to lead to conversions.
• If your goal is to drive online transactions, this is the right choice for you.
Cost-per-click (CPC)
• Pay only when someone clicks on your ad. • If your goal is to drive traffic to a website, this is the right
choice for you.• The amount of your bid is a key factor in determining
whether your ad is showing in the places where you want.
Cost-per-thousand impressions (CPM)
• Pay each time your ad is viewed, regardless of clicks.• Pricing is per one thousand views.• If you want to show your ad to as many people as
possible and you care less about clicks, this may be the right choice for you.
Google Display Network – Do & Don'ts
Lets look at some more basics
Display Network Dashboard
Placement Performance Reports
Domain and URL level reporting
- See the sites where your ads appeared, at the domain or URL level
Site-by-site* performance metrics - Understand how your ads are performing on each site
through click, impression, cost and conversion metrics
Special category reporting
- See performance metrics broken out by categories such as Domain ads or Error page ads
The Placement Performance report provides increased transparency and control to help you meet your ROI objectives on the GDN.
*At this time, site-by-site metrics are only available for content pages. Sites participating in the AdSense for domains (AFD) and AdSense for error pages (AFE) programs are reported in aggregate until site-level reporting is available in the future.
Optimize for success
• 1. Re-evaluate keyword lists and ad text• Are your ads appearing on irrelevant pages? Take steps to
optimize keyword lists and ads. • Consider creating content-only campaigns to tailor ad
groups specifically for content.• 2. Utilize the site targeting feature
• Site targeting may be used to directly target well-performing sites
• Please note that site targeting utilizes CPM bidding
• 3. Consider the site exclusion feature• Use the site exclusion tool to exclude sites which are not
converting well• Avoid excluding sites based on subjective judgments on
content or site quality• Page content is dynamic and may change from the time users
viewed it to the time you viewed the report• Sites or pages you don’t find to be relevant, users may find to
be useful
Placement Performance Report Best Practices
Remarketing
WHY REMARKETING
Re-engage with visitors after they’ve left your website
Bring back unconverted visitors and improve ROI
More about Remarketing…
Secret !
The most measurable form of online advertising are search ads—ads linked with results from search queries—which can translate directly into clicks and purchases by placing a product before customers at the exact moment they are making a purchase decision.
Display ads are much more visible and are known to boost search ROI by as much as 20%. By raising brand awareness display ads contribute to a consumer’s eventual decision to click on a search ad.
The Attribution Problem
When you look at consumers behavior online, they do a search on Google when they are on their way to make a decision. So search ads get all the credit / attribution for the sale despite other activities which may have influenced a final decision.
This is the attribution problem — that is, you can’t tell which ad to attribute the eventual decision to buy. Most companies allocate their advertising budgets in a very ad hoc manner. Some might go a step further by running experiments to determine which type of ad is more effective. While this might help pinpoint the persuasiveness of ads, it is not much help to measure their impact over time.
The only way to truly determine the efficacy of display ads versus search ads is to watch the effects over time, and to see how modifications in budget allocations change customers’ purchase decisions.
*
Until we meet again….