Google display advertising - Karthikeyan Haldurai - Google
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Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Google display advertising' as part of the Digital Deep Dive workshop.
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Google display advertising - Karthikeyan Haldurai - Google
- 1. Google Confidential and ProprietaryGoogle Confidential and Proprietary Google Display Network spans all platforms Mobile Search Video Social
- 2. Google Confidential and ProprietaryGoogle Confidential and ProprietarySource:ComscoreJuly2012 93%ReachoftheGDN Totaluniquevisitors 205M Total pageviews 476B UnitedStates
- 3. Google Confidential and ProprietaryGoogle Confidential and Proprietary Awareness Interest Consideration Purchase We’re improving every step of the marketing funnel…
- 4. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 5. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 6. Google Confidential and ProprietaryGoogle Confidential and Proprietary Remove the guesswork: GDN Reserve offers brand-safe impressions at scale Reservableimpressions Specificaudiences Brand-Safeplacements Available
- 7. Google Confidential and ProprietaryGoogle Confidential and Proprietary Snare audience attention with new ad formats Engagement ads offer massive creative canvases at scale Q4 Beta
- 8. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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.
- 9. Google Confidential and ProprietaryGoogle Confidential and Proprietary Measure beyond the click with Active GRP Compare your online and offline campaigns -TV to Online -Reach and Frequency -Specific demographic segments Q4 Beta
- 10. Google Confidential and ProprietaryGoogle Confidential and Proprietary Interest
- 11. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 12. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 13. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 14. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 15. Google Confidential and ProprietaryGoogle Confidential and Proprietary Intent/Purchase Consideration
- 16. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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 TransparencyAccuracy Control Available
- 17. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 18. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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+COado pterssee: 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 “ ”
- 19. Google Confidential and ProprietaryGoogle Confidential and Proprietary Intent/Purchase Purchase
- 20. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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%
- 21. Google Confidential and ProprietaryGoogle Confidential and Proprietary Easytag implementation using the new Remarketing Tag or Remarketing with Google Analytics Easy Tag Implementation Sophisticated List Rules Back-end optimization Dynamic values Available
- 22. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 23. Google Confidential and ProprietaryGoogle Confidential and Proprietary Dynamic Remarketing for retail advertisers Users see personalizedcreativesofthe products they viewed on your site 450%increaseinCTR Beta
- 24. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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
- 25. Google Confidential and ProprietaryGoogle Confidential and Proprietary Summary and Discussion Awareness Interest Consideration Purchase