google confidential and proprietary 1 google & youtube advertising solutions suzanne spence...
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Google Confidential and Proprietary
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Google & YouTube Advertising Solutions
Suzanne SpenceDisplay Specialist
Christy ScottAgency Lead
Google Confidential and Proprietary
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Agenda
1 Getting Creative with Google Search
2 Reaching the right audience: scale with precision and control.
3 The coolest things done on YouTube
4 Working with you to innovate.
Google Confidential and Proprietary
Search Is a Core Behavior
3Google Confidential and Proprietary
Google Confidential and Proprietary
Searches occur year round
Google Confidential and Proprietary
Search provides consumer insights
Google Confidential and Proprietary
Product launches and offline advertising increase search volume
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Google’s Paid Search Offering: AdWords
Top sponsored ads: Up to 3 listings
Side sponsored ads: Up to 8 listings
Sponsored “Paid” Advertising• Advertisers can bid on these positions
You can’t pay for a specific placement… so how is ad rank determined?
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A Closer Look at the Ad Auction
Ad Position is determined by...
Ad rank… which denotes
ad position=
Relevance
Quality Score is determined by a combination of factors, including:
• Click-through-rate on Google.com (clicks divided by impressions)
• Keyword and ad text relevance
• Landing page quality
Quality Score X
Willingness to pay
Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad
Max CPC
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What terms should a car insurance provider target?
cheap Geico car insurance SUV insurance
car insurance great rate insurance
good finances
driving safety
cars
Narrow Broader/generic
Google: Keyword Advertising
1. Advertisers select relevant keywords
2. Users search on those keywords
3. Google ranks ads (ad auction)
4. Winning ads appears
5. Marketer only pays when ad is clicked
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Marketers Are Using Search Throughout the Buying Process
Associate with consumer lifestyleNeutrogena increases awareness of its product to target buyers… golfers
“golf” Neutrogena
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Marketers Are Using Search Throughout the Buying Process
“Jason Reitman” HP Project Direct
Capitalize on celebrity spokespeopleHP generated brand association between its “Project Direct” film competition and filmmaker Jason Reitman, driving users to YouTube
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Marketers Are Using Search Throughout the Buying Process
Source: Enquiro Search Solutions, Inc., July 2007.
In a recent study, when Honda appeared in both paid and organic top search results:
• Purchase intent up 8% points
• 16% points less likely to purchase brands not on the search results page
Getting into the consideration setPaid search drives purchase intent for hybrids
“fuel efficient car” Honda
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Marketers Are Using Search Throughout the Buying Process
Source: AvenueA/RazorFish, July 2007; Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006.
Search is most cost-efficient channel
• CPAs for search are the lowest of any media channel (12% the cost of direct mail)
Driving Sales54% of consumers who research purchases online start at a search engine
“think pad laptop” Lenovo
Google Confidential and Proprietary
Search provides creative insights
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1.9% Clicks
5.2% Clicks
3.1% Clicks
Google Confidential and Proprietary
Measure Your Search and Online Advertising through Google Analytics
Google Confidential and Proprietary
Your Own AgencyToolkit
google.com/agencytoolkit
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Agenda
1 Getting Creative with the Google Search & Content Network.
2 Reaching the right audience: scale with precision and control.
3 The coolest things done on YouTube
4 Working with you to innovate.
Google Confidential and Proprietary
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Our advertising solutions are three fold
YouTubeGoogle
92% reach to Canadians
#1 Search site in Canada
23.3M Canadian UVs to Google/month
#1 entertainment site 17M UVs / month
70.3% reach Canadiansonline
YouTubeContent PartnersSearch & Web Utilities
Google Reaches over 99% of Canadians Online EVERY DAY (23.9M)
Source: comScore Media Metrix, Jan 2009
Google has an Ad Network. A very very large one.
Google Confidential and Proprietary
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Source: TNS Dollars Spent, May 2008, IAB Canada 2008 online spending projection. Page Views: comScore Media Metrix, May 2008.
Canadian Online Display Advertising Spend
28% 10%6%All Other Sites
56%
…but 44% of display dollars are allocated to them
2.3% of page views are served by top three sites
All Other Sites97.8%
Canadian Page Views
Follow The Audience
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Leveraging Premium through Niche content
Note: Data represents Google Search and Content Network, including Google properties. Canadian Data.Sources: comScore Media Metrix (July 2008); comScore custom analysis (February 2007), *Total unduplicated reach of Google Sites and Google Ad Network combined, February 2007
Flexible site placement;
targeting options
#1 Online Advertising Network
92% reach of Canadian Internet users (22.1M)
Mass Media Partners
Niche Media Partners
Google Confidential and Proprietary
Contextual Targeting for Relevance & Scale
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USE WHEN:•Achieve massive, network-wide reach•Speak to potential customers in the moment•Total addressable market is large, and dispersed across the web
Context + Placement
Placement
Context
Google Confidential and Proprietary
Placement Targeting: Keeping Amateur Astronomers Warm
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The “Amateur Astronomer” Pack
Placement Targeting
BEST PRACTICES:1.Choose sites with a high composition of your audience to stay targeted (ads not contextual)2.Group related sites together and optimize creative for each audience
Google Confidential and Proprietary
Do Both to Pinpoint Your Audience
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You want to reach those reading about… But only on these sites…
Context + Placement
USE WHEN:•You want to control where your ad appears•Have a very specific target audience and you only want to reach them if they care about a given topic•Limited total addressable market
Google Confidential and Proprietary
Be targeted and be in control
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PLACEMENTS
(Hand-select sites)
Geography
CONTEXTUAL
(Keywords)
Time
Both
Exclusions (Site & Category)
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Multiple solutions: GCN Blasts = 50 m impressions
Youtube/videoview09
Google Confidential and Proprietary
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Agenda
1 Getting Creative with the Google Search & Content Network.
2 Reaching the right audience: scale with precision and control.
3 The coolest things done on YouTube
4 Working with you to innovate.
Google Confidential and Proprietary
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Google’s advertising solutions
YouTubeGoogle
92% reach to Canadians
#1 Search site in Canada
23.3M Canadian UVs to Google/month
#1 entertainment site 17M UVs / month
70.3% reach Canadiansonline
YouTubeContent PartnersSearch & Web Utilities
Google Reaches over 99% of Canadians Online EVERY DAY (23.9M)
Source: comScore Media Metrix, Jan 2009
Google Confidential and Proprietary
YouTube in Canada
CountryYouTube
Unique Monthly Users
YouTube Reach
Canada* 17,024,000 70%United Kingdom
20,608,000 56%
Spain 9,258,000 50%
Germany 18,428,000 48%
United States 81,000,000 42%
Italy 9,569,000 45%
France 13,140,000 37%
*ComScore, March 2009**ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.
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Source: ComScore Media Medtrix, February 2009
YouTube Canada audience is mainstream
Profile of Canadian Visitors
• 17M users (70.1% reach)
• 51% male, 49% female*
• 67% are between 18 and 54 years old
• 64% have a HHI $60K+*
• 3 hours and 45 minutes watching per month**
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Premium Partners On YouTube
Canadian Brands Who Have Recently Partnered with YouTube.ca
HappySlip
LisaNova
renetto
blamesocietyfilms
derrickcomedy
GoPotatoTV
Blunty3000
Picnicface
Valsartdiary
thewinekone
callmejules24
lonelygirl15
nalts
TheHill88
Daxflame
WilliamSledd
Brookers
MarkDayComedy
VenetianPrincess
theresident
Zipster08
GiR2007
cubefar
Paperlilies
Whatthebuckshow
Danielbeast
spricket24
hymnofone
Expert Village
Zanzibar19
kevjumba
soccerstar4ever
smpfilms
Premium User-Generated Content Partners
Google Confidential and Proprietary 31
YouTube Content Partners
•How to & Style
Fashion Comedy Pets & Animals
Travel & Events
Science & Technology
Sports Music News & PoliticsEntertainment Autos & Vehicles
People & BlogsFilm & AnimationSelect Partner Pack YouTube Stars
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YouTube Advertising Options
Homepage
Premium Content
Search Results
InVideo (new!)
Video
Display (standard IAB sizes)
Placement Options Creative Options
Contest
Sponsorship
Brand Channel
Exclusive Opportunities
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Tipoff – Notable Firsts on YouTube
Slam Dunk breaks new ground on YouTube
First Sports Competition on YouTube
First Co-Branded Program produced entirely in HD
First program to use external annotations
First program to use amplification partners- Chris Bosh, Jalen Rose, Team Flight Brothers- Approx 28,500 subscribers combined
Best Sponsor integration in a Co-Branded Program
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Slam Dunk channel was extremely successful as a content destination
Putting up Big Numbers
Channel Views: 653,167
Subscribers: 2,469- #46 Most Subscribed All Time (Sponsors)- #2 Most Subscribed Auto Program
(Sponsors)
Slam Dunk Channel Video Views: 1,205,579- Total Comments: 1,594- Total Shares: 189- Total Favorites: 1,111
Chris Bosh Launch Video Views: 738,600
Nissan Video Views: 109,561 - The Gift 2 video views: 72,709
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Partner Integration
Amplification Partners added significant exposure to the program
Partner TotalsChannel Views – 142,624Video Views – 351,712
Cboshtv
Channel Views – 45,681 Video Views – 116,597
Jalentv Channel Views – 12,714 Video Views – 73,546
TeamFlightBrothers Channel Views – 84,229Video Views – 161,569
**All data on this slide covers 3/19/09-6/30/09**
Google Confidential and Proprietary
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Contest Performance
Submission: 96
Views of Accepted Submissions: 2,016,146 - 1st place, Billy Doran: 501,398 views - 2nd place, Keith K: 82,357 views - 3rd place, MeanDuck: 56,707 views
Comments: 3,323 Favorited: 1,337
There was strong participation and viewership throughout the program
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PR & Blog Pick-upSignificant PR pick-up - True Hoop is the largest NBA blog in the world
** Featured on 3/19/09**
Google Confidential and Proprietary
Winner Appearance on ESPN First Take!
• Billy Doran was featured on ESPN’s First Take on Wednesday 7/15, live from ESPN’s Bristol, CT campus:
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Google Confidential and Proprietary
Co-Branded Homepage Summary
•Homepage/Video Info:
•US Views: 194,238
•Comments: 221
•Favorited (# of Times): 163
•Ratings: 1,230
•# of Stars: 4 out of 5
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Google Confidential and Proprietary
Final Campaign Performance Report
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Partner Watch: Partner Content Partner Watch: Automotive Content
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Search Results Sports: 300x250 Run of Search A18-49: 300x250
Final Campaign Performance Report
Google Confidential and Proprietary
Old channel layout
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• This is what brand channels looks like in the old design
• All brand channels will be migrated to the new layout on 7/29/09
• If you would like to migrate before then, click on ‘Edit Channel’ then click ‘Upgrade my channel’
Google Confidential and Proprietary
New channel layout
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• This is what our brand channel looks like in the new layout
• All elements of your existing brand channel will be transferred across automatically:o Videoso Custom background imageo Banner & display ado Gadgets
• Most editing is now done in-pageo Options for editing the whole channel are at the top of the pageo Options for editing individual modules are at the top right of each module
• You may need to alter the following (more details in subsequent slides):o Colorso Background imageo Layout of elements
• If you want to revert to your old layout (before 7/29), just click “Revert. I want my old channel back”
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Agenda
1 Getting Creative with the Google Search & Content Network.
2 Reaching the right audience: scale with precision and control.
3 The coolest things done on YouTube
4 Working with you to innovate.
Google Confidential and Proprietary
High Impact Homepage Placements
Tandem Masthead Masthead
Expandable Masthead
Be First!
Google Confidential and Proprietary
Volvo YouTube Homepage Impact• YouTube users who were exposed to the Volvo Homepage ad were:
• 1597% more likely than unexposed YouTube users to view Volvo content on YouTube
• 1095% more likely to visit the Volvo site
• 654% more likely to conduct a Volvo branded query on a search engine
Google Confidential and Proprietary
Pre-roll, post-roll, interstitial video ads
Optimize
Measure
New Offerings For Complete Campaign Execution
Plan Ad Planner
Expandables
Channel reservationsGoogle Insights
Context-aware display adsAdWords Display Ad Builder
Interest-based advertisingView-through conversion reporting Early
Beta
Coming
soon Frequency management
Create
Buy & Target
Conversion Optimizer
Website Optimizer
CPA Auto-Optimization
Coming
soon
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3 Things to Remember
1 Someone is searching for you & your competitors: don’t miss the chance to connect with them!
2 Don’t waste beautiful creative on the wrong people: target the right audience
3 Get us in early to brainstorm: big opportunities with video & YouTube in Canada
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Thank you…Questions?