Presentation on theme: "Google Confidential and Proprietary 1 Google & YouTube Advertising Solutions Suzanne Spence Display Specialist Christy Scott Agency Lead."— Presentation transcript:
Google Confidential and Proprietary 1 Google & YouTube Advertising Solutions Suzanne Spence Display Specialist Christy Scott Agency Lead
Google Confidential and Proprietary 2 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 3 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
Google Confidential and Proprietary7 Googles 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 cant pay for a specific placement… so how is ad rank determined?
Google Confidential and Proprietary8 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
Google Confidential and Proprietary9 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
Google Confidential and Proprietary10 Marketers Are Using Search Throughout the Buying Process Associate with consumer lifestyle Neutrogena increases awareness of its product to target buyers… golfers golf Neutrogena
Google Confidential and Proprietary11 Marketers Are Using Search Throughout the Buying Process Jason Reitman HP Project Direct Capitalize on celebrity spokespeople HP generated brand association between its Project Direct film competition and filmmaker Jason Reitman, driving users to YouTube
Google Confidential and Proprietary12 Marketers Are Using Search Throughout the Buying Process Source: Enquiro Search Solutions, Inc., July 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 set Paid search drives purchase intent for hybrids fuel efficient car Honda
Google Confidential and Proprietary13 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 Search is most cost-efficient channel CPAs for search are the lowest of any media channel (12% the cost of direct mail) Driving Sales 54% of consumers who research purchases online start at a search engine think pad laptop Lenovo
Google Confidential and Proprietary Search provides creative insights Nothing compares to TELUS TELUS Promises To Go The Extra Mile To Make You Happy! Learn More Compare at TELUS Get a new phone at a great rate Check out our special offers now! Compare Cell Phones Great Coverage & Competitive Rates Shop New Phones at TELUS Today 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 Agency Toolkit google.com/agencytoolkit
Google Confidential and Proprietary 17 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 18 Our advertising solutions are three fold YouTube Google 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 Canadians online YouTube Content Partners Search & 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 19 Source: TNS Dollars Spent, May 2008, IAB Canada 2008 online spending projection. Page Views: comScore Media Metrix, May 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 Sites 97.8 % Canadian Page Views Follow The Audience
Google Confidential and Proprietary 20 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 21 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 22 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 23 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 24 PLACEMENTS (Hand-select sites) Geography CONTEXTUAL (Keywords) Time Both Exclusions (Site & Category)
Google Confidential and Proprietary 25 Multiple solutions: GCN Blasts = 50 m impressions Youtube/videoview09
Google Confidential and Proprietary 26 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 27 Googles advertising solutions YouTube Google 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 Canadians online YouTube Content Partners Search & 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 Country YouTube Unique Monthly Users YouTube Reach Canada*17,024,00070% United Kingdom 20,608,00056% Spain9,258,00050% Germany18,428,00048% United States81,000,00042% Italy9,569,00045% France13,140,00037% *ComScore, March 2009 **ComScore, Canadians glued to YouTube, study finds. CBC.ca, March 13, 2009.
Google Confidential and Proprietary29 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**
Google Confidential and Proprietary30 Premium Partners On YouTube Canadian Brands Who Have Recently Partnered with YouTube.ca HappySlip LisaNova renetto blamesocietyfilm s derrickcomedy GoPotatoTV Blunty3000 Picnicface Valsartdiary thewinekone callmejules24 lonelygirl15 nalts TheHill88 Daxflame WilliamSledd Brookers MarkDayComedy VenetianPrincess theresident Zipster08 GiR2007 cubefar Paperlilies Whatthebucksho w Danielbeast spricket24 hymnofone Expert Village Zanzibar19 kevjumba soccerstar4ever smpfilms Premium User-Generated Content Partners
Google Confidential and Proprietary31 YouTube Content Partners How to & Style Fashion Comedy Pets & Animals Travel & Events Science & Technology SportsMusicNews & Politics Entertainment Autos & Vehicles People & BlogsFilm & AnimationSelect Partner Pack YouTube Stars
Google Confidential and Proprietary 32 YouTube Advertising Options Homepage Premium Content Search Results InVideo (new!) Video Display (standard IAB sizes) Placement OptionsCreative Options Contest Sponsorship Brand Channel Exclusive Opportunities
Google Confidential and Proprietary 33 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
Google Confidential and Proprietary 34 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: Total Favorites: 1,111 Chris Bosh Launch Video Views: 738,600 Nissan Video Views: 109,561 - The Gift 2 video views: 72,709
Google Confidential and Proprietary 35 Partner Integration Amplification Partners added significant exposure to the program Partner Totals Channel Views – 142,624 Video Views – 351,712 Cboshtv Channel Views – 45,681 Video Views – 116,597 Jalentv Channel Views – 12,714 Video Views – 73,546 TeamFlightBrothers Channel Views – 84,229 Video Views – 161,569 **All data on this slide covers 3/19/09-6/30/09**
Google Confidential and Proprietary 36 Contest Performance Submission: 96 Views of Accepted Submissions: 2,016, st place, Billy Doran: 501,398 views - 2 nd place, Keith K: 82,357 views - 3 rd place, MeanDuck: 56,707 views Comments: 3,323 Favorited: 1,337 There was strong participation and viewership throughout the program
Google Confidential and Proprietary 37 PR & Blog Pick-up Significant 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 ESPNs First Take on Wednesday 7/15, live from ESPNs Bristol, CT campus: 38
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 39
Google Confidential and Proprietary Final Campaign Performance Report 40 Partner Watch: Partner Content Partner Watch: Automotive Content
Google Confidential and Proprietary 41 Search Results Sports: 300x250 Run of Search A18-49: 300x250 Final Campaign Performance Report
Google Confidential and Proprietary Old channel layout 42 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 43 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 Videos o Custom background image o Banner & display ad o Gadgets Most editing is now done in-page o Options for editing the whole channel are at the top of the page o 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 Colors o Background image o Layout of elements If you want to revert to your old layout (before 7/29), just click Revert. I want my old channel back
Google Confidential and Proprietary 44 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 OptimizeMeasure New Offerings For Complete Campaign Execution Plan Ad Planner Expandables Channel reservations Google Insights Context-aware display ads AdWords Display Ad Builder Interest-based advertising View-through conversion reporting Early Beta Coming soon Frequency management Create Buy & Target Conversion Optimizer Website Optimizer CPA Auto- Optimization Coming soon
Google Confidential and Proprietary 48 3 Things to Remember 1 Someone is searching for you & your competitors: dont miss the chance to connect with them! 2 Dont 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
Google Confidential and Proprietary 49 Thank you…Questions?