This document provides a summary of a presentation about display advertising secrets from Google and National Positions. It discusses the importance of display advertising in addition to search to engage and reach new users. It outlines 3 targeting methods - intent, demographic, and timing. It also reviews Google tools for measuring display success beyond clicks and introduces various Google display targeting formats like contextual targeting, placement targeting, topic targeting, interest targeting, remarketing, and demographic targeting. The presentation concludes with discussing "ninja" display techniques and a special offer from Google for a free banner design.

1. Display Advertising
Secrets
Presented by
Google &
National
Positions

2. TODAY’S PRESENTERS
• Christopher Moore – Senior Analyst, Google
• David Jaeger – Director of SEM, National Positions
• Adam de Jong – Marketing Director, National Positions

3.  An industry leading Internet marketing, and one of Inc.
Magazine’s fastest growing companies in the US.
 With over 1,500 clients around the globe and a 95% retention
rate—we know that improving your business is our business.
 Our dedicated team of Internet marketing and ecommerce
experts can get your products seen, and sold, all over the web.
NATIONAL POSITIONS

4. OVERVIEW
• The Importance of Display
• 3 Targeting Methods of a Display Campaign
• Measuring Display Beyond the Click
• Google Display Targeting Formats
• ―Ninja‖ Display Techniques
• Creative Strategies
• Conclusion
• Special Offer from Google
• Q & A

5. THE
IMPORTANCE OF
DISPLAY

6. 3 REASONS TO
ADVERTISE ON
DISPLAY
• Engage - Users research your product in multiple ways.
It’s important to be in all steps of the funnel
• Reach - new users who are interested in your product,
allowing you to expand beyond search
• Acquire – undecided website visitors by re-engaging
with them across multiple channels

7. SHOPPERS RESEARCH IN MULTIPLE PLACES
COMPARISON SHOPPERS ARE READY
TO BUY. ARE YOU PART OF THE
CONVERSATION?
50% start with a search engine.
The average shopper uses 10.7 sources of information before they
buy
Awareness
Interest
Consideration
Source: Google ZMOT Research, 2011
Google Eye Mapping Study, 2009
Purchase
Consideration

8. SEARCH IS NOT ENOUGH
TODAY’S CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH
Awareness
Interest
Purchase
Consideratio
n
SOURCE: WORDSTREAM ―GOOGLE: THE WAR ON FREE CLICKS‖ STUDY,
JULY 2012.
INTERNET ACTIVITY INDEX (IAI) BY THE ONLINE PUBLISHERS ASSOCIATION
(OPA); REPORT FOR MARCH 2009.
Purchase
CAPTURE THEIR INTENT BEYOND THE
SEARCH RESULTS PAGE, ON THE GOOGLE
DISPLAY NETWORK

9. AND SPEEDS UP THE PURCHASE FUNNEL 5X
DISPLAY DRIVES PURCHASE INTENT
increase traffic &
engagement
search + display increased
the average number of
webpages viewed by 68%
supercharge paid
search campaigns
after seeing a display ad,
customers are 136% more
likely to search for your
brand and 140% more likely
to click on an organic link
increase in store
visits
when combined, search
+ display can lift in store
visits by 43%
search + display
+43%
increase offline
conversions
A major consumer
products company saw
a 52% increase in offline
sales after a successful
display campaign
Source : Dunhumbee and Google
Study, November 2008

10. REMARKETING COMPLETES THE SALE
88% of online shoppers have recently
put an item in their shopping cart
and abandoned it
SOURCE: FORRESTER, 2011
Create targeted lists of users who
have visited your site and instantly
re-engage them as they continue
to surf the web
Increase your conversions by up to
51%

11. Intent
Demographic
Timing
3 DISPLAY TARGETING
ELEMENTS

12. 3 DISPLAY TARGETING
ELEMENTS
Intent
Demographic
TimingSEARCH
CONTEXTUAL ADVERTISING
REMARKETING
FACEBOOK ADS
GOOGLE DEMOGRAPHIC BID
OPTIMIZATION
INTEREST TARGETING

13. MEASURING
DISPLAY BEYOND
THE CLICK

14. 5 GOOGLE TOOLS
1. View Through Conversions
2. Adwords Search Funnels
3. Google Analytics MCF
Import
1. Multi Channel Funnels
2. Attribution Modeling

15. GOOGLE TOOLS
-VIEW THROUGH CONVERSIONS
In this case, looking at just click through conversions would make it seem like
display is failing. However, seeing the high ratio of VTC’s to CTC’s, it
would make sense to optimize towards view throughs as well.

16. GOOGLE TOOLS
-SEARCH FUNNELS

17. GOOGLE TOOLS
-MCF IMPORT

18. GOOGLE TOOLS
-MULTI CHANNEL FUNNELS

19. GOOGLE TOOLS
-ATTRIBUTION MODELING

20. GOOGLE
DISPLAY
TARGETING
OPTIONS

21. 8 DISPLAY TOOLS
1. Keyword/Contextual Targeting
2. Placement Targeting
3. Topic Targeting (New!)
4. Interest Targeting (New!)
5. Remarketing
6. Dynamic Remarketing
7. ―Similar Audiences‖
8. Demographic Targeting

22. CONTEXTUAL TARGETINGRELEVANT SITES BASED ON KEYWORDS YOU CHOSE
Sophisticated machine
learning technology
understands language
semantics and derives
meaning from
web content
Relevant ad is served
precisely as the user is
reading the page
Thousands of times every second, across the web

23. PLACEMENT TARGETING
SELECT SITES TO TARGET WITH YOUR MESSAGE
your ad here
your ad here
• Select specific placements
on which to run
• High control, limited volume

24. TOPIC TARGETINGRELEVANT SITES BASED ON KEYWORDS YOU CHOOSE
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

25. INTEREST CATEGORIESTARGET USERS INTERESTED IN SPECIFIC CONTENT
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

26. REMARKETING
ENGAGE PAST SITE VISITORS & CONVINCE ON-THE-FENCE CUSTOMERS TO
CONVERT

27. DYNAMIC REMARKETING
static ad
you can see a 450% increase in CTR using dynamic creative
dynamic ad

28. SIMILAR AUDIENCES
Advertisers using similar audiences with remarketing
typically see
60% more impressions
48% more clicks
41% more conversions

29. DEMOGRAPHIC TARGETING
LOCATE YOUR BEST PROSPECTS BASED ON AGE AND GENDER
65+
Extend
your 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

30. ―NINJA‖ DISPLAY
TECHNIQUES
#PLAninjas

31. WHY THE GOOGLE
DISPLAY NETWORK?
1. No Minimum Fees
2. Complete Control
3. (Almost) Complete Transparency
4. Can Use CPC Bidding
5. (Unrivaled) Contextual Targeting
6. Powerful Targeting techniques
7. Integrated with Adwords/Analytics

32. “NINJA” DISPLAY
TECHNIQUES
1. How to effectively use ―attribution modeling‖ and
other attribution tools
2. Target Specific performing domains (e.g. gmail)
3. Test & Overlay Multiple targeting strategies
4. List of most effective targeting formats:
1. Dynamic Remarketing
2. Contextual Targeting
3. Similar Audiences
4. Interest Categories / Topic Targeting

33. TOP BANNER SIZES
According to Doubleclick, the top 2 banner formats shown
by publishers are the 300x250 and the 728x90, which
occupy ~55% of all banner formats

34. SPECIAL OFFER
FROM
GOOGLE
(BETA)

35. FREE BANNER DESIGN!
 Normally costs $750
 Requires a commitment to spend $2,000 on a new
campaign trying a display targeting methodology you
haven’t tried yet
 Requires being an active National Positions PPC
account
CONTACT US TODAY
David Jaeger
Phone: 818.224.7517
Email: Davidj@nationalpositions.com

36. NEXT WEBINAR- STAY
TUNED!
An In-Depth
Look at
Attribution
Modeling

37. THANKS FOR
ATTENDING.
QUESTIONS OR
COMMENTS?