google remarketing-webinar- wordstream

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CONFIDENTIAL DO NOT DISTRIBUTE 1 Webinar: The Google Display Network: How, When & Why to Use It Larry Kim, WordStream Sher Khan, Google February 26, 2013

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Learn how WordStream using Remarketing strategy to grow their leads and traffic.

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Page 1: Google remarketing-webinar- WordStream

CONFIDENTIAL – DO NOT DISTRIBUTE 1

Webinar: The Google Display Network: How, When & Why to Use It

Larry Kim, WordStream

Sher Khan, Google

February 26, 2013

Page 2: Google remarketing-webinar- WordStream

Today’s Agenda

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• The Display Advertising Landscape

• Role of Display Advertising in Purchase Cycle

• Case Study: Remarketing on the Google Display

Network

Page 3: Google remarketing-webinar- WordStream

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #gdnwebinar in your Google+ status updates,Twitter tweets,, etc.

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Page 4: Google remarketing-webinar- WordStream

Speaker Introductions #gdnwebinar

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• Larry Kim

– Founder, CTO, WordStream, Inc.

– Been doing PPC & SEO for 10 Years!

– Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools

• Sher Khan

– Strategic Partner Manager, Google

Page 5: Google remarketing-webinar- WordStream

Let’s learn a little about you….

CONFIDENTIAL – DO NOT DISTRIBUTE 5

Page 6: Google remarketing-webinar- WordStream

Poll Question 1: How much time do you spend

doing PPC work every week? #gdnwebinar

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a) I'm supposed to do work in my PPC account every week?

b) < 1 hour / week

c) 1-10 hours / week

d) 10-39 hours / week

e) +40 Hours / week - it's my full time job!

Page 7: Google remarketing-webinar- WordStream

Poll Question 2: Are you Advertising on the Google

Display Network? #gdnwebinar

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a) What’s the Google Display Network?

b) I tried in the past, but am not using the Google Display Network right now.

c) Yes. I am currently Advertising on the Google Display Network!

Page 8: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 8 8

The Display Landscape

The Role of Display in the Purchase Cycle

Case Study

Page 9: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 9 9

#1 network reach in the US

92% reach across millions of sites, videos and devices

Sources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis,

Sites Games Video Feeds Mobile Social media

Adsense publisher network

• 204M visitors/month

• 92% of U.S. internet users

• 317B impressions/month

• Hundreds of comScore

1000 sites

Doubleclick ad exchange

• Hundreds of premium

publishers, with hundreds of

millions of ad placements

available every day

Google O&O properties

YouTube

• 108M U.S. visitors/month

• 1B+ video views/day

• 2nd largest search engine

• 5% of all online time spent

Google sites

• Finance 3.1M

visitors/month

• Blogger 8.1M

visitors/month

Display Network

Page 10: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 10 10

At scale: 92% reach of U.S. Internet users - 204m visitors/month

Sources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis,

Right person

• Target a custom segment

base on specific

demographics, lifestyle,

psychographics and

behavior data

• Reach qualified based on

interests and intent to

purchase

• Engage past site visitors

with remarketing

Right time

Layer contextual targeting

on top of audience

targeting to reach users in

the right mind set

• Topic targeting

• Keyword contextual

targeting

• Placement targeting

Right message

• Customize creative

based on user behavior,

interests or

demographics

• Rich media drives user

engagement and recall

Display Network

Page 11: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 11 11

Customers consider, evaluate & advocate online

95% of time online is spent on content where display can reach

users

Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-

publishers.org/page.php/prmID/421

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%

Page 12: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 12 12

The Display Landscape

The Role of Display in the Purchase Cycle

Case Study

Page 13: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 13 13

Contextual Targeting

Interest category / similar users targeting

Intent interest, remarketing

Display + search

Audience Engagement

Today’s customer moves through phases

Display plays an important role at each phase of the purchase cycle

Customer purchase funnel GDN features

Awareness

Interest

Consideration

Purchase

Page 14: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 14 14

Do people in your target audience recognize that

you advertised online recently? Perception and recent touch points are critical

Awareness

Interest

Consideration

Purchase

Awareness Interest

Consideration Purchase

Right message (Creative)

Video Image

Rich media Expandables

The Google Display Network supports an expanding list of ad

formats that you can choose from including text ads as well

Page 15: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 15 15

Keyword contextual targeting

Relevant sites based on keywords you chose

How it works? You’re advertising green cleaning solutions, a highly relevant product for this reader

Our technology matches your ad

based on the keywords on this

page

Relevant ad is served precisely as

the user is reading the page Thousands of times every second, across the web

Awareness Interest

Consideration Purchase

Page 16: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 16 16

Targeting customers when they’re evaluating

Active period where brands are added or subtracted

The Google Display Network

combines the best contextual and

audience targeting in the world

with the scale of reaching 92% of

US internet users

Awareness

Interest

Consideration

Purchase

Page 17: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 17 17

Placement targeting

Select sites to target with your message

your ad here

• Serve ads to consumers based

on specific sites

on the Google Display Network

• Machine Learning Technology

understands the meaning of a

page

Awareness Interest

Consideration Purchase

Mike’s Fishing Blog

----

_______

__

_______

__

_______

___

Page 18: Google remarketing-webinar- WordStream

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Demographic Targeting

Locate your best prospects based on age and gender

65+

Extend your brand 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

Awareness Interest

Consideration Purchase

Page 19: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 19 19

Topic Targeting: relevant reach at scale

Alternative to selecting individual sites. Google has categorised

thousands of sites and pages for you.

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 sites

automotive: BMW

automotive: Lexus

automotive: Mercedes-Benz

20+ travel sub-categories

40+ auto sub-categories

20+ shopping sub-categories

20+ sports sub-categories

personal travel sites

travel: adventure travel

travel: air travel

travel: vacation destinations

luxury goods

shopping: luxury goods

shopping: gems and jewelry

golf sites

sports: golf

Awareness Interest

Consideration Purchase

Page 20: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 20 20

Interest categories

Target users interested in specific content. Google analyses the

websites a user visits over a period of time and recognises people’s

interests.

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

Awareness Interest

Consideration Purchase

Page 21: Google remarketing-webinar- WordStream

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Audience & behavioral data reaches qualified

prospects Remarketing and demographic & interest category targeting drive ROI

* 2010 Google study.

Remarketing can

engage past

site visitors

Users who have visited your web site

Shopping Sports Automobile Men 18-34

Interest category and

demographic targeting

can reach more

qualified customers

Awareness

Interest

Consideration

Purchase

Page 22: Google remarketing-webinar- WordStream

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Re-engage with previous visitors

of people who visit a website

leave without completing

the actions marketers want

them to take

96%

Your Ad

Your Site

X -

of people abandon their

shopping cart without

completing a purchase

70%

Awareness Interest

Consideration Purchase

Forrester 2010

Page 23: Google remarketing-webinar- WordStream

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Remarketing

Engage past site visitors & convince on-the-fence customers to convert

Users who have

visited your web site

Bring them

back to your

website

Find those consumers across

the web

Awareness Interest

Consideration Purchase

Page 24: Google remarketing-webinar- WordStream

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1. Reach 2. Frequency 3. Diversity On various pages Reach more users

Reach them frequently

Of the typical remarketing audience, find

Reach them on between

As they visit 20 or more pages on a typical day across

84% …within a month

10-18 days … or more out of the month

5-10 sites … of which all pages and

sites have ad space available to Google Display Network buyers

Awareness Interest

Consideration Purchase

Page 25: Google remarketing-webinar- WordStream

Google Confidential and Proprietary 25 25

Remarketing performance

From our 2010 study, the typical account gets:

…on remarketing compared to rest of display

51% higher conversion rate

52% higher CTR

28% lower CPA

Awareness Interest

Consideration Purchase

Page 26: Google remarketing-webinar- WordStream

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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

Targeting customers when they’re in-market

Search and shopping cart activity are strong signals of intent

*2010 Google study.

** Iprospect & comscore real branding implications of digital media - aug’11. Share of exposed respondents who answered affirmative.

Awareness

Interest

Consideration

Purchase

Awareness Interest

Consideration Purchase

Page 27: Google remarketing-webinar- WordStream

INSERT BRADS SLIDES HERE

• INSERT BRAD’S SLIDES HERE

CONFIDENTIAL – DO NOT DISTRIBUTE 27

Case Study:

How WordStream

uses the Google

Display Network

& Remarketing

Page 28: Google remarketing-webinar- WordStream

Case Study: How WordStream Uses Remarketing + GDN

• About WordStream and our Advertising Goals

• Making the Case for Remarketing + GDN

• Our Approach

• The Results!

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Page 29: Google remarketing-webinar- WordStream

Our Primary Goal for PPC Advertising: Lead Generation

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Drive visitors via PPC, SEO, Social Media Marketing, Blogging, Email Marketing, etc.

Drive to our AdWords Grader, PPC Advisor Trial, or White Paper.

Site visitor remarketing drives 51% higher conversions

Traffic Generation Activities

Customer Signup

Offer Sign Up

Key Challenge: The Conversion Rate from Website Visitor to Offer Sign up is in the mid single digits. Most of the time, visitors do not sign up for an offer.

Page 30: Google remarketing-webinar- WordStream

The Case for Remarketing on GDN

• Opportunity:

– Can we increase repeat visitor rates?

– Can we target abandoners and turn them into leads?

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Page 31: Google remarketing-webinar- WordStream

Audience Definition Strategy

• We Defined 4 Audiences

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Page 32: Google remarketing-webinar- WordStream

Our Ads

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Page 33: Google remarketing-webinar- WordStream

Our GDN + Remarketing Campaign Today

• Impressions: 20 Million Ad Impressions / Month

• Avg. Click Through Rate: 0.2%

• Cost Per Lead

– For Remarketing Campaigns: 10% Less than our CPA

for Google Search

– For Managed Placement Campaigns: +20% higher

than Google Search Campaigns

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Page 34: Google remarketing-webinar- WordStream

Our Account Today (Continued)

• Site Repeat Visitors: From 20.76% -> 28.89%

• Spend: Approximately 40% of our AdWords Budget

goes to GDN (This is High. Typically 15-20%)

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Page 35: Google remarketing-webinar- WordStream

Impact on Brand Recall

Page 36: Google remarketing-webinar- WordStream

Case Study Summary

• GDN + Remarketing Highly Effective Funnel

Optimization Tool

• Drives conversions (Leads) at attractive CPA while

improving Brand Recall!

• Worth the effort!

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Page 37: Google remarketing-webinar- WordStream

Remarketing Checklist

Install remarketing tag on your website

Define campaign strategies based on specific

marketing objectives e.g. target shopping cart drop

outs, visits to the main homepage, etc.

Create Ads (display ads + text ads)

Adjust Bids

Optimize performance

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Page 38: Google remarketing-webinar- WordStream

Poll Question 3: Are you interested in help with

Remarketing?

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Would you like to learn about how WordStream can help you get started with Remarketing?

a) Yes!

b) No Thanks.

Page 39: Google remarketing-webinar- WordStream

Your Questions

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Thank you for attending: The Google Display Network: How, When

& Why to Use It #gdnwebinar

Learn about our services!

http://www.wordstream.com/remarketing-services

Or contact us directly:

Larry Kim

[email protected]

http://twitter.com/larrykim