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Google Tv Ads Webinar
1. Google TV Ads
Introduction and Best Practices
Google TV Ads Webinar Series
April 16, 2008
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2. Introducing your hosts…
Diane Chour Jennica Smith
Optimization Specialist Account Manager
Google TV Ads Google TV Ads
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3. Agenda
1 Introducing Google TV Ads
2 Creating an Effective Ad
3 Building your Schedule
4 Determining the Right Budget
5 How to Optimize Based on Results
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4. FragranceNet drives customer acquisition
35% increase in website traffic
95% of orders from Google TV Ads customers are
first-time customers
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5. 1 Introducing Google TV Ads
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6. The power of television
Connect With Your Boost Brand Drive Online
Customers Awareness Behavior
The power of sight, Exposure to TV and 44% of consumers
sound and motion online advertising said TV triggered
can create an increases brand their online search²
emotional connection recall by 63%¹
Source: 1) Thinkbox - TV and Online (2007), 2) iProspect Offline Channel Influence on Online Search Google Confidential and Proprietary 6
Behavior Study (Aug 2007)
7. TV extends the power of your online campaign
Question: Within the last 6 months which of the following prompted you to go to a search engine to look for information on a particular
company, product, service or slogan? (Select all that apply)
37%
Television ad
36%
Word of mouth from friend/acquaintances
30%
Magazine/newspaper ad
20%
Company’s store/physical location
17%
Radio ad
9%
Billboard, indoor sports venue sign
7%
Ad/company name on company truck/van/car
3%
Ad/company name on taxi/train/city bus
33%
I have not performed a search on any of these
0% 20% 40% 60% 80% 100%
Percentage of Online Search Users
Television drives search behavior
Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007 Google Confidential and Proprietary 7
8. A winning combination
The Power of The Benefits
Television of Online
Measurement,
Sight, Sound
Accountability,
and Motion
Optimization
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9. What is Google TV Ads?
A flexible, all-digital system for buying more
accountable and measurable TV advertising.
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10. How Google TV Ads can benefit you
+ +
Greater Flexibility More Accountability Precision
Measurement
Maximize the effectiveness of your TV
advertising campaign
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11. Access 94 national TV networks within AdWords
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12. Choose your own price and get what you pay for
Get what you pay for.
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13. 2 Creating an Effective Ad
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14. FragranceNet drives customer acquisition
35% increase in website traffic
95% of orders from Google TV Ads customers are
first-time customers
FragranceNet Approach
• Used coupon codes and routed to unique URL (Fragrance.net)
Google Confidential and Proprietary
15. Creating an effective ad
Who are they?
Where do they live?
i Identify your target customer What are their hobbies?
What are their education levels?
What are their income levels?
ii Craft your key message
iii Support your key message
iv Decide on a call to action
v Pull it all together
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16. Creating an effective ad
i Identify your target customer
What is your objective?
ii • Brand Awareness?
Craft your key message • Direct Response?
• New product/service?
iii Support your key message
iv Decide on a call to action
v Pull it all together
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17. Creating an effective ad
i Identify your target customer
ii Craft your key message
Focus on your message
iii Keep things clear & concise
Support your key message Consider showing people in
…the TV Ads creative
iv Decide on a call to action
v Pull it all together
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18. Creating an effective ad
i Identify your target customer
ii Craft your key message
iii Support your key message
Use clear calls to action
iv • Tell the customer what
Decide on a call to action you want them to do
Track, Track, Track!
v Pull it all together
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19. Creating an effective ad
i Identify your target customer
ii Craft your key message
iii Support your key message
iv Decide on a call to action
Focus on audio & visual
….elements
v Pull it all together Implement complementary ….
….online campaigns
Check that your ad meets
technical and editorial
guidelines Google Confidential and Proprietary
20. Use the Ad Creation Marketplace to get started
11 2
Send requests Accept bid
Browse and search for Choose the specialist who
specialists for free. meets your needs.
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Approve and run ad
Pay and review specialist
Once your ad is approved, the
Submit payment to your specialist,
specialist can upload it directly to
then rate the quality of your
your AdWords account so you can
experience.
select it for your campaign.
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21. Don’t have a TV ad?
Offer:
Use the Ad Creation Marketplace to create your TV commercial
and we’ll reimburse you up to $2,000 for the cost of the ad.
How do I qualify?
• Use the Ad Creation Marketplace to create an ad to use
in your TV campaign.
• Activate your campaign to air by June 30th, 2008.
• Your ad campaign must run for a minimum of 4 consecutive
weeks at a minimum average spend of $2,000 per week.
• You'll receive a credit in your Google TV Ads
advertising account after your ad airs.
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22. Use the Ad Creation Marketplace to get started
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23. Google TV Ad Creation Marketplace
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24. POP POLL
Question:
What are some examples of a ‘call to action’ you can
include in your TV commercial?
(type your response into the chat window)
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25. POP POLL
Answers:
unique URL
unique phone number
unique coupon code
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26. 3 Building your schedule
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27. Building your schedule
i Choose your target audience
ii Select your networks
iii Select your dayparts
iv Add or block programs
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35. Identify why your ad is not airing using the Ads Diagnostic Tool
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36. Identify why your ad is not airing using the Ads Diagnostic Tool
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37. POP POLL
Which of the following targeting options are
available for your TV Ads campaign?
A. daypart targeting
B. network targeting
C. program targeting
D. all of the above
(type your response into the chat window)
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38. 5 How to Optimize Based on
Results
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39. Experiment, learn, optimize
i Experiment with the auction
ii Review your reports
iii Optimize your campaign
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40. FragranceNet drives customer acquisition
35% increase in website traffic
95% of orders from Google TV Ads customers are
first-time customers
FragranceNet Approach
• Used codes and routed to unique URL (Fragrance.net)
• Tested 21 coupon networks at different dayparts and CPMs
• Narrowed to five networks that demonstrated the best conversion
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41. The journey from remote control to report center
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43. Analyze the effectiveness of your TV Campaigns with Analytics
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44. Analyze the effectiveness of your TV Campaigns with Analytics
Locate
TV campaign
reports
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45. Analyze the effectiveness of your TV Campaigns with Analytics
Locate
TV campaign
reports
Drill into specific
TV campaigns
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46. Analyze the effectiveness of your TV Campaigns with Analytics
View correlation
between TV campaign
and website metrics
to measure effectiveness
Locate
TV campaign
reports
Drill into specific
TV campaigns
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47. Analyze the effectiveness of your TV Campaigns with Analytics
Supports many
different TV metrics
and website metrics
View correlation
between TV campaign
and website metrics
to measure effectiveness
Locate
TV campaign
reports
Drill into specific
TV campaigns
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49. Hanley Center Drives Response and Increases Enrollment
40% increase in brochure requests
quot;I really feel like our money is being maximized.“
Cindy McAlpin, Marketing Director, Hanley Center
Hanley Center Approach
• Tested a dozen networks at different dayparts and CPMs
• Targeted specific TV programs featuring relevant content
• Discovered new, responsive regional markets from
Google TV Ads and increased exposure using Google Audio Ads
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50. POP POLL
I can edit my campaign targets, pause my campaign,
or change my CPM bid and have any of those changes
go into effect for the next day's airings.
True
False
(type your response into the chat window)
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51. Resources
• Getting started guide :
http://www.google.com/adwords/tvads/guide/index.html
• Product demo:
http://www.google.com/adwords/tvads/demo.html
• Request a custom proposal:
http://services.google.com/ads_inquiry/tvads_campaignproposal
• Ad Creation Marketplace promotion:
http://www.google.com/adwords/tvads/promotions/acm.html
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