why google display ads matter

Why Display matters.The Google Display Network

The Google Display Network.Why Display Matters.


Agenda.• Why advertise online?

• What is the Google Display Network?

• Customer Buying Cycle

• Why the Google Display Network?

• Choosing the right targeting options

• Controlling costs

• Conclusion

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Costs ConclusionTargetingWhy? BenefitsWhat?


Why is it beneficial to advertise online?Online advertising reaches customers through ad placements across millions of publisher sites

• Customers consider, purchase and advocate brands online

• 95% of users’ time online is spent on content sites

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What is the Google Display Network?

• The Google Display Network (GDN) is a network of websites with advertising space where you can place your ads

• The Google Display Network uses precise targeting to reach engaged audiences - to deliver the best possible results to both users and advertisers

• It’s a simple, cost-effective way to advertise on millions of high-quality news pages, topic-specific websites, video sites and blogs

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Across both mass-media and niche sites

Reach

Niche Media

Mass Media


How can display advertising benefit your business?

There are five phases to a customer’s buying cycle:

1. Awareness2. Interest3. Consideration4. Purchase5. Loyalty

Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up the buying cycle

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Awareness

Interest

Consideration

Purchase

Customer Buying Cycle

Loyalty


Why choose the Google Display Network for your business?• Choose exactly where you want your ads to appear, such as news sites, blogs

and niche websites related to your product or service

• Engage with users using different formats such as text, video or rich media ads

• Choose a pricing model that suits your goals - pay per click, or per thousand impressions

• Get clear reporting on the different aspects of your campaign

• Combining search and display ads in your campaigns will get you more conversions compared to search only campaigns.

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Google allows you to reach relevant customers by:

• Contextual TargetingTarget your audience based on their keyword search, topic search or placement search (sites they visit)

• Audience TargetingTarget your audience based on their interests, demographics or through remarketing. You can also use Google’s look-a-like technology to find consumers with similar browsing habits to people on your remarketing list

How to target the right customers?

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How to target the right customers?

Contextual Targeting

Audience Targeting+

The best approach is:

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Contextual TargetingReach people with…

• Topic targeting – choose from over 1700 site categories already organised for you by Google

• Keyword contextual targeting – choose keywords and Google will find the best sites for your display ads

• Placement targeting – manually select the right placements for the campaign

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Audience TargetingReach the right people online• Interest category marketing – show ads to people based on what

they like

• Demographic – select your audience based on their gender and age

• Remarketing – reach people who visited your site in the past with messages tailored to their interest

• Similar users – Google’s look-a-like technology finds users with browsing habits similar to people on your remarketing list

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What ad sizes are available to advertisers?

Large Rectangle 336x280px

Sky-scraper

120x600pxSquare

250x250px

Square200x200px

Leaderboard 728x90px

Medium Rectangle 300x250px

Wide Sky-

scraper160x

600px

Banner 468x60px


Mobile ads More and more people are using their phones to browse the internet and to

make or research purchases. Get your ads in front of them at this key

moment with mobile advertising on the DGN.

• Once you've created an ad, you can choose to show it on mobile

devices such as smartphones and tablets

• You can also create image ads for WAP-enabled devices, which

usually have a smaller screen


What ad sizes are available for mobile image ads?

Small square200x200px

Square 250x250px

Mobile leaderboard320x50px

Inline rectangle300x250px


• Text ads

• Standard image (JPEG, SWF or GIF)

• Standard flash

• Rich media flash

• In-unit video

• Video ads using including click to play, cost-per-click, cost-per-view and cost-per-thousand formats.

What types of ads are available to advertisers?

Why? Ad formats

Costs ConclusionTargetingBenefitsWhat?


How can I control my costs?

• The auction system means you bid for every ad spot, ensuring you pay the most competitive prices

• At most, you'll only pay 1c more than the minimum necessary to maintain your position on the page

*Source: Google Internal Data. Last updated: July 2012. **XXX

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What pricing models are available?• CPM: Cost-per-thousand impressionsOnly pay when your ad appears 1,000

times

• Why?Use for campaigns aimed at increasing visibility. Track metrics such as impressions, reach, frequency and search uplift

• CPC: Cost-per-clickOnly pay whenever a user clicks on your ad and visits your website

• Why?Use for campaigns in which you care about clicks. Track metrics such as sales, leads and sign ups

*Source: Google Internal Data. Last updated: July 2012. **XXX

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GDN helps reach the right customer

The right customers

• Target a custom segment based on specific demographics, lifestyle, psychographics and behaviour date

• Reach qualified leads based on interests and intent to purchase

• Engage past site visitors with remarketing


GDN helps reach customers at the right timeThe right time

Layer contextual targeting on top of audience targeting to reach users when they're in the right mindset

• Topic targeting

• Keyword and contextual targeting

• Placement targeting


GDN helps reach customers with the right message

The right message

• Customise creative based on user behaviour, interests or demographics

• Rich media drives user engagement and recall


Conclusion.

The Google Display Network is a highly targetedform of advertising that helps reach theRight customers at the Right time with the Right message

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If you have any queries or would like help settingup the Google Display Network please contact:

Michael [email protected] 5350 Tomah Dr Ste 2800Colorado Springs, CO 80918719.577.4404 XT. 116

Thank you.

mailto:[email protected]

why google display ads matter

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