adwords academy display campaign/多媒體廣告優化

Google Confidential and Proprietary Google Confidential and Proprietary Confidential & Proprietary

Display Campaign Loretta

Google Confidential and Proprietary Google Confidential and Proprietary

Tell me about yourself


Today’s Agenda

1) Marketing Strategy2) Display Campaign Overview3) General Display Ads

a) Structure & Ad Formatb) Targetingc) Biddingd) Lightbox Ade) Performance Evaluation

4) Video Campaigna) Structure & Ad Formatb) Optimizationc) YouTube Extras

5) Tools


Be Top of Mind

“The real challenge of marketingis all about availability—available in the mind and in the store.” From “How Brands Grow” by Professor Byron SharpVoted Best Marketing Read of Summer (2013) by Advertising Age readers

Be Your CustomersRemember You

See YouKnow Your Brand

Awareness Consideration Conversion Retention


79%of time online is spent outside search

21%of time online is spent searching

How do you connect with consumers when they aren’t necessarily searching for you?

Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org

across websites, mobile, YouTube, and Gmail


Be Top of Mind

3:00pmBrowsethe web

6:00pmLook up recipe on tablet

10:00pmWatch video

from a friend

8:00pmListen to anew song

8:00amCheck mailon phone

Google Confidential and Proprietary

be there when they are looking to be educated, entertained, and inspired


Today’s Agenda




5) Gmail Ads6) Tools


The Google AdWords solution


Pre-launch:seed awareness 1 At launch:

build fast awareness2 Maintain awareness & increase consideration 3

Lightbox ads

Focus on influencers

Display ads

Search ads

Mastheads

Lightbox adsDisplay ads

TrueView ads

Google Confidential and Proprietary Google Confidential and Proprietary Source: ComScore, July 2013

90%of global internet

users

The Google Display Network reaches

Across ad formats:

2M+websites

Ads are served across

Image ads Text ads Ads on mobileVideo ads

An Overview of the Google Display Network


6000+partners

2bndaily impressions

And more…

Google Display Network to create a Buzz Effect

http://www.hkgolden.com/

http://hongkong.recruit.net/


Today’s Agenda






Structure

Campaign

Ad Group

Ad

Account


Text adsa Display adsb

If you don’t have display creatives, Ready Ad Gallery features pre-built ad templates that you can preview and add to your campaign instantly.

1 in every 3 ads on the Google Display Network are text-only, and text ad inventory is proprietary to Google advertisers.

Source: Google Internal Data


Mobile App Ads

c

Both text and image ads in the below formats can run on mobile sites/apps. Anchor ads, interstitials, and native ads run on mobile first inventory however.

Source: Google Internal Data

Text ads Image ads

+


Technical Requirement

See Details

https://support.google.com/adwordspolicy/answer/176108#html5_ads_table

https://support.google.com/adwordspolicy/answer/176108#html5_ads_table


Today’s Agenda






Structure

Campaign

Ad Group

Ad

Account


Targeting: Reach across marketing objectives

Device Topic/ Placement

Display Keywords

Location Demographic/ Interests

Remarketing


DEMOGRAPHICS/ DEVICE/ LOCATIONWomen 35+, $100K+/year HHI

INTEREST (AFFINITY) AUDIENCESTravel Enthusiasts

TOPIC TARGETINGViewed travel pages

KEYWORD Viewed best waves in Honolulu

REMARKETINGRe-engage with existing site visitors

DISPLAY SELECT KEYWORDSViewing best waves in Honolulu

Awareness Consideration Purchase

CUSTOM AFFINITY AUDIENCESSurfing fanatics

PLACEMENT TARGETINGViewed travel sites or apps

INTEREST (IN-MARKET) AUDIENCESIntending to book hotels



Device TargetingGo Mobile


Topic TargetingBuy against content that aligns with your brand

Over 1750 topics/ sub-topics

● Arts and Entertainment● Autos and Vehicles● Beauty and Fitness● Books and Literature● Business and Industrial● Computers and Electronics● Finance● Food and Drinks● Games● Health● ...


Placement TargetingSelect sites to target with your message.

Run ads only on sites that you have hand-picked.

Reach your customers where they spend time.

Get more (or less) traffic by setting individual bids.


Keyword TargetingUse keywords to define who sees your ad

[Camera]


Location Targeting


Demographic Targeting

Age

Gender

Parental Status


Interest Targeting

1) Affinity TargetingBased on Real Behavior

2) In-Market Audiencespeople who are actively researching and intending to buy products and services you offer


Create your own segment by using free form interests entered as keywords and/or using URLs as a proxy for interest bundles.

Target and customize your audience based off a predefined audience

Entering URLs that are relevant to your user establishes a theme that embodies the ideal customer.

Note: Affinity Audiences can be utilized for Video Ads on YouTube as a targeting method as well

Custom Affinity Segment


Expand to more customersReach up to 20% more potential customers at a comparable CPA.

Simple setupCheck one box in AdWords to activate auto-optimized targeting. Supports both conversion-tracked and non-conversion-tracked ads.

Explore new inventoryPowerful algorithm saves you time by managing and optimizing new targeting for you.

Boost your current targetings and display campaigns with auto-optimized targeting using Google’s machine learning algorithms

Auto Targeting


How it WorksLeverage Google’s algorithm that uses a variety of signals to match your keyword targeted ads to sites when your customers are likely to convert. We match your ad based on the customer’s purchase intent, using keyword selection, predictive conversion models, and other criteria.

Selective contextual targeting

35% better performance60% better conversion rates

Enhanced control and predictability

Reach customers browsing relevant content to your keywords and have high likelihood to purchase your products or services

Display Select Keywords


Display Select Keywords Keyword Contextual

Targeting Selectivity Highly Selective (~20% traffic), Conservative Open, Broad

Performance Bottom funnel Mid Funnel

Ads May Show Primarily on contextually relevant pages Across contextually relevant pages or pages where we

detect the user is contextually relevant

What goes into the

targeting

● Contextual Matching (Higher Keyword-To-Page Relevance Threshold)

● Predictive Conversion Models

● All Elements of Display Select Keywords Targeting● Recent user browsing history ● Predicted user interest to page context mapping

Suitable for

● Performance focused with limited budget● Narrow Margins● Niche target audience● New to Display/ Search only● Doesn’t mind traffic

Low price point, mass-appeal products; shallow conversions; high volume objectives


DEMOGRAPHICS/ DEVICE/ LOCATIONWomen 35+, $100K+/year HHI

INTEREST (AFFINITY) AUDIENCESTravel Enthusiasts

TOPIC TARGETINGViewed travel pages

KEYWORD Viewed best waves in Honolulu

REMARKETINGRe-engage with existing site visitors

DISPLAY SELECT KEYWORDSViewing best waves in Honolulu

Awareness Consideration Purchase

CUSTOM AFFINITY AUDIENCESSurfing fanatics

PLACEMENT TARGETINGViewed travel sites or apps

INTEREST (IN-MARKET) AUDIENCESIntending to book hotels



Re-engage users who previously visited your site and show them relevant ads across the web

How it WorksBy adding a piece of code across your website, you can create user lists of people who are visiting your site. You can later connect with these potential customers while they search on Google or browse other websites.

Reach customers with precise messagingAdapt your message to your customer using precise and easy-to-build user lists.

Beautiful and relevant adsCreate text, display and dynamic creatives in seconds with our simple ad gallery tool.

Scale campaign reachEnhance additional search and display campaigns using your audience lists.

MORE REMARKETING BEST PRACTICES

Note: Remarketing lists can be utilized for Video Ads on YouTube as a targeting method and for Search ads (RLSA) as well

Display Remarketing

NEXT WORKSHOP

https://support.google.com/adwords/answer/6178664


Today’s Agenda






Interest Topic Interest Topic

Bid Only Target and Bid

Bidding Options

Display Bid Adjustment


Bid by CPM (cost per thousand impressions) but only pay when at least 50% of your ad is on screen for over one second.

Only pay when your ad is viewable, not just served

Source: Google Internal Data, 2014

SEE ACTIVE VIEW IN ACTIONViewable CPM Bidding

https://viewability.withgoogle.com/static/index.html


Today’s Agenda






Lightbox ads: invite engagement with your brandBuild once, runs everywhere. Pay only for engaged users

User is invited to engage Only pay when people tap or hover to expand

100% SOV on expansion


Strong Engagement

35 secondspeople spend an average of 35 seconds engaging with your brand experience


Ready in minutes, from your existing assets


Today’s Agenda






72% of advertisers say they increase revenue through better measurement.

Source: eConsultancy Marketing Attribution Worldwide Survey, February 2012

Conversions View-through Conversions (VTCs)

Clickthrough Rate (CTR)

Setting up conversion tracking is crucial to understand how clicks lead to a desired site

action (e.g. sales, leads, phone calls).

VTCs measure assist conversions, where a customer sees - but

doesn’t click - a display ad before converting on your site.

If you are unable to implement conversion tracking use CTR to see how campaigns are driving traffic,

using a general benchmark for display campaigns of 0.10%.

Measuring Display Performance


Site Category ExclusionPlacement Exclusion

Source: Google Internal Data, 2014

Optimization






Today’s Agenda


70%Of the users are watching Online video every week

What are the users watching?

31%are watching music

videos

17%are watching travel related

content

15%are watching

sport

Tomorrow’s TV is Online

Source: The Consumer Barometer Survey 2015Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)


3 out of 4consumers are watching online videoon their smartphones*

Source: The Consumer Barometer Survey 2015Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)


O2OOnline to Offline

Campaign

Youtube Masthead 100% SOV - The Ultimate Engagement with Customers

4.2MDaily Cross-device Impressions (HK)


UnlockCreativity

SAMSUNG DEMO

P&G DEMO

SKYFALL DEMO

http://www.richmediagallery.com/detailPage?id=8878







TrueView AdsTrueView

IN-STREAM

Users choose to view or skip your In Stream ad

TrueView

IN-DISPLAY

Users click to view your video while searching on YouTube or while browsing content across YouTube

videos and the web.


Actions that will increment the view countand charge for a view

3

78

1

6

5 42

9

1. Watch 30 seconds, or to completion if the ad is less than 30 seconds

2. Click Channel Title/Avatar3. Click the Video Title4. Click on Card’s teaser5. Click Share6. Click Companion Banner/Video

Wall7. Click on Call-to-Action overlay8. Click to visit advertiser’s site9. Click to Install on Mobile App

PromoPeople who choose to watch are

more engaged75%

Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary

Drive follow-on actions with Trueview AdsCompanion Banner

TrueView ads are 10x more likely to

drive relevant search behavior






Today’s Agenda


TrueView In-display Measurements & Benchmarking

All reporting for TrueView in-display will be available in the AdWords for Video interface:

● Impressions● Views● CPV● Spend● Clicks● Video Played Percentiles: 25%,

50%, 75%, 100%

Measurements Benchmarking

Benchmark CPV

Benchmark VTR

$0.12 - 0.21 0.32% - 0.53%


TrueView best practices

1

2

3

4

Make relevant or interesting ads that people want to watch (like content)

Spark curiosity in the first 5 seconds to increase view rate (for in-stream)

Shorter is better. Completion rates double for :15s vs :30s.Longer can work if creative is engaging, like movie trailers.

Narrowing relevant targeting will increase view rates, but may decrease overall views


YouTube Targeting

Available targeting

Age / Gender

Geo / Language/ Device

Remarketing

Topics / Interests

Keyword/ Placement






Today’s Agenda


Call-to-action Overlay

Call-to-action overlay to drive actions


An icon appears as the video starts or

whenever the player controls are showing

1 A teaser is shown at designated times for a

few seconds

2 3Tapping the teaser or

icon at any point in the video will open the Cards

drawer

5 Tapping on the customizable text “Shop now,” leads user to advertiser’s website, product page, video, or video playlist

4Users can swipe to

browse the Cards in the Cards drawer

Cards provide a consistent and intuitive experienceto interact with your brand


Today’s Agenda




5) Tools


Tools

Display planner

Rich Media Gallery

Rich Media Gallery/Display Benchmark

Google Web Designer

Lightbox Demo Builder

http://www.richmediagallery.com/gallery

http://www.richmediagallery.com/gallery

http://www.richmediagallery.com/tools/benchmarks

http://www.richmediagallery.com/tools/benchmarks

https://www.google.com/webdesigner/

https://www.google.com/webdesigner/

https://lightbox-builder.appspot.com/

https://lightbox-builder.appspot.com/


THANK YOU!!!!!!!! :)