1. The Google Display Network. Why Display Matters.

2. 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
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

3. 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
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

4. 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
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

5. Across both mass-media and niche sites
Reach
Mass Media
Niche Media

6. How can display advertising benefit your business?
Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up the buying cycle
Awareness
Interest
Consideration
Purchase
Customer Buying Cycle
Loyalty
There are five phases to a customer’s
buying cycle:
Awareness
Interest
Consideration
Purchase
Loyalty
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

7. 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.
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

8. How to target the right customers?
Google allows you to reach relevant customers by:
Contextual Targeting Target your audience based on their keyword search, topic search or placement search (sites they visit)
Audience Targeting Target 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
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

9. + How to target the right customers? Contextual Targeting
The best approach is: +
Contextual Targeting
Audience Targeting
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

10. Contextual Targeting Reach 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
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

11. Audience Targeting Reach 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
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

12. What ad sizes are available to advertisers?
Large Rectangle 336x280px
Sky-
scraper 120x
600px
Square
250x250px
200x200px
Leaderboard 728x90px
Medium Rectangle 300x250px
Wide
scraper 160x
Banner 468x60px

13. 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

14. What ad sizes are available for mobile image ads?
Square
250x250px
Inline rectangle
300x250px
Small square
200x200px
Mobile leaderboard
320x50px

15. What types of ads are available to advertisers?
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.
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

16. 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
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion
*Source: Google Internal Data. Last updated: July **XXX

17. What pricing models are available?
CPM: Cost-per-thousand impressions. Only 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-click. Only 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
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion
*Source: Google Internal Data. Last updated: July **XXX

18. GDN helps reach the right customer
The right customers
Target a custom segment based on specific demographics, lifestyle, psychographics and behavior date
Reach qualified leads based on interests and intent to purchase
Engage past site visitors with remarketing

19. GDN helps reach customers at the 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

20. GDN helps reach customers with the right message
Customise creative based on user behaviour, interests or demographics
Rich media drives user engagement and recall

21. Conclusion.
The Google Display Network is a highly targeted form of advertising that helps reach the
Right customers at the Right time with the Right message
Why?
What?
Benefits Ad
formats
Targeting
Costs
Conclusion

22. Thank you.
If you have any queries or would like help setting up the Google Display Network please contact:
Specialized Digital Marketing