Presentatie van Pascal van Laere op Searchstrategies 2010.

1. Google Confidential and Proprietary
Google Display Network
The Performance Network
The Performance Network

2. 1 Why we think Display is going to be HUGE ?
2 The Google Display Network : Facts & Figures
3 How to reach my customers through the GDN ?
4 Remarketing : What‘s in a name ?

3. Display is a 15 Year Old Media

4. Display Everywhere
$20bn

5. 5

6. Everything is going to be Display

7. 777
Everyone, Everywhere…
Always Connected.

8. 8
Media Fragmentation is no Longer a Barrier

9. 9
Fragmentation is Now an Opportunity.

10. Search covers an important part of the buying life cycle

11. Display
Search
Awareness Interest Desire Action
Drive Awareness and Sales along the entire spectrum of the Buying Cycle
and Life Cycle of your products.
Buying Life Cycle
Display covers the whole spectrum of the buying life
cycle !

12. 1
2
12
Display Advertising is at
a Tipping Point.
Google Confidential and Proprietary 12

13. 13
Vision for Display GDN
Offer tools for better
planning, targeting and
reporting
Offer branding
opportunities
For Advertisers:
Reaching users at the moment of relevancy
For Users:
For Publishers:
Applying the science of
search to the art of display
Intelligently maximizing yield
for publisher partners
Serving and
formats

14. Google Confidential and Proprietary
The Google Display Network
Some facts and figures

15. What is the Google Display Network?
YouTube and Google Sites Partner Sites
Sites Games Social Media VideoFeeds Mobile

16. Flexible site
placement;
targeting options
#1 Online Advertising
Network
Mass Media
Niche Media
Reach
Across both mass-media and niche sites

17. Google Display Network Performances
Source : 2010 comScore, Inc, August 2010
4,793 4,605
1,622 1,544 1,527 1,363 1,288
683
372
12
3,099
2,601
39 61 46 97 29 10 18 0
0
10
20
30
40
50
60
70
80
90
0
1,000
2,000
3,000
4,000
5,000
6,000
Tot UV (000) Total PV (MM) %Reach
Google Display Network = High Reach!

18. Mapping the Google Display Network in Belgium
18
• On the GDN, alone, reach of
4.793 M unique users/p.m.
• That’s 84% reach!
• The GDN serves over 3,1B*
display impressions p.m. That’s
>545 impressions per person
per month!
Source: Google Internal data / Comscore Aug 10

19. How to target your customers on the Google
Display Network ?
Contextual Targeting
Placement Targeting
Remarketing
Where They Are Where They Have Been
Topic Targeting

20. Contextual Targeting
Serve ads to consumers based on the content they’re reading using the
most powerful contextual technology in the world
Google uses
keywords and
themes to find the
right placements,
showing your ads
on pages that are
the most suitable
match for your
message

21. Not Your Average Targeting Technology
Page Analysis
Scan the page1
bikram yoga, bikram yoga for beginners,
learning bikram yoga, bikram yoga classes
Keywords
bikram yoga, yoga classes
Themes
Analyze the page2
Machine learning technology turns
keywords into targetable themes
21

22. How Your Ad Is Matched To A Publisher
Ad Matching
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup4
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup5
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup6
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup2
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad ScheduleAdGroup3
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup7
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup8
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup9
AdGroup1
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
Themes
Keywords
22

23. Category Targeting
Serve ads to consumers based on our categorisation of thousands of sites
Choose from over 600 categories
Luxury Goods
Luxury Auto Sites Travel Sites
Golf Sites

24. Placement Targeting
Serve ads to consumers based on specific sites on the Google Display Network
You can select
specific web
pages, online
videos, games,
RSS feeds, and
mobile sites to
show your ads
AdPlanner allows
you to search for
specific sites
based on the
audience that you
are targeting

25. Remarketing
97% of new site visitors don’t convert on the first visit to your website. Target
those people on the Google Display Network to bring them back to your site.
Source: Core Metrics UK Benchmarking, March 2009

26. Remarketing
97% of new site visitors don’t convert on the first visit to your website. Target
those people on the Google Display Network to bring them back to your site.
Source: Core Metrics UK Benchmarking, March 2009

27. Remarketing
Reaching people who previously visited your website
2
User visits homepage that was
tagged with a remarketing code.
5
… and visits a site of the GDN.
Our server recognises the cookie
ID and serves the advertiser‘s ad.
Internet user
visits client site
1 3 Our server collects cookie IDs of every
visitor and creates a «user list».
User List
• Cookie 1357
• Cookie 2468
• Cookie 9753
• …
4
Next time user browses
the web …
6
User clicks on the ad
and is directed to the
advertiser’s site.
2
Cookie
1357
Cookie 1357

28. Full set of creative options to engage with users
Ad Format Sizes
Standard Image
(JPG or GIF)
Standard Flash
Rich Media Flash
Click-to-play
Video Ads
Banner: 468 x 60
Square: 250 x 250
Small Square: 200 x 200
Leaderboard: 728 x 90
Medium Rectangle: 300 x 250
Large Rectangle: 336 x 280
Skyscraper: 120 x 600
Wide Skyscraper: 160 x 600

29. No penalties
for late submission or campaign
withdrawals
No contracts
ever
No premiums
on different formats (like image, video,
rich-media) OR remarketing
Price set by market
Ensures that you only pay the minimum
needed for your ad position; No fixed, inflated
pricing, you chose the level to start off at
You are in Control: Set Your Own Pricing

30. Client Needs, Targeting Options & AIDA
Mapping
ROI
Reach Branding
Placement
targeting
Topic
Targeting
Remarketing
AIDA user model
Keyword
targeting

31. Google Display Network
Our recommended solution for your marketing need
Direct Response Branding
Goal
• Drive Purchase, Downloads,
Sign-ups and Leads
• Create Awareness
• Generate Interest
Targeting
• Category Targeting
• Contextual Targeting
• Remarketing
• Placement Targeting
• Category Targeting
Bidding • CPC • CPM
Ad Format
• Text
• Image
• Rich Media
• Image and CTP Video
• Rich Media
• InStream Video

32. Tools that make our lives easier !
DoubleClick AdPlanner
AdWords Placement Tool
YouTube Video Targeting Tool
Find relevant Sites & Videos
AdWords Keyword Tool
Search-Based Keyword Tool
Google Wonder Wheel
Develop keyword themes
Google Insights for Search
DoubleClick AdPlanner
GDN Planning tool
Find insights about your audience
Plan your
campaigns with
the largest data set
of audience behavior
on the internet

34. Thank You.
Pascal Van Laere
Media Solutions Manager – Google Display Network
Pascal.van.laere@google.com