Google confidential │ Do not distribute

The consumer decision making process

Purchase

Awareness

Consideration

Google in 1 day in CH

59 M

Impressions

121 M

Impressions

97 M

Impressions

Search Network

Display Network

Proprietary + ConfidentialProprietary + Confidential

How can you reach all of these audiences to achieve your business objectives?

Performance DisplayHow to expand your audience and find new customers on the Google

Display Network

What is performance display?

Driving sales & leads via Google Display Campaigns at a cost that is

acceptable for your business.

Who can leverage performance display?

Every AdWords account that is tracking sales or leads.

What is your objective?

Conversions are the goals you try to achieve based on your business needs

Online purchases Newsletter

sign-upsLeads

Phone calls Converted leads

+

AwarenessConsiderationPurchase

Pages visited

Cross-device activity

Brand perception

2

1 Measure all interactions that matter.

Display audience view and convert later.Measure View-Through conversions.

Use Google Analytics to understand the user journey. 3

What to consider from a measurement perspective?

Consider all of the just mentioned types of goal

completion (“conversion”).

Quite often people see ads and come back later to complete a transaction.

In Analytics you can see if a person clicked on an Ad and later completed a transaction.

1

Google Confidential and Proprietary

2 3 4Targetin

g Automation Settings & Budget

Creatives

How to approach performance display?Choose the right...

DEMOGRAPHICSGender, Age, Income

TOPICS TARGETINGBased on topics

PLACEMENT TARGETINGSpecific placements

REMARKETINGRe-engage with existing site visitors

CONTENT KEYWORDSMore selective keyword targeting

SIMILAR AUDIENCESSimilar to recent purchasers

IN-MARKET AUDIENCESIntending to purchase

CUSTOM AFFINITY AUDIENCESMore specific interests

AFFINITY AUDIENCESGeneral interests

AUDIENCE KEYWORDSBased on keywords

AwarenessConsiderationPurchase

Smart Display Campaigns Full automation based on a CPA goal

Display Campaign Optimizer Target CPA + aggressive targeting

AUTOMATED SOLUTIONS

Step 1: If you have no experience with the GDN, go for...

Step 2: If you are already using the Display network, focus on Audience solutions...

Step 3: combine solutions...

1

Google Confidential and Proprietary

2 3 4Targeting

Automation CreativesSettings &

Budget

“Experts in the field thought A.I. was 10 years away from

achieving this [win in Go].”

Elon Musk

“Machine learning is a core, transformative way by which we’re

rethinking how we’re doing everything.”

Sundar Pichai

Google Confidential and Proprietary

Automation is like flying an aircraft: versatile but complex

Google Confidential and Proprietary

Take-off: control the climb, then switch to auto

30 days

Conv

ersio

n Al

titud

e

Autopilot (Target CPA/return

on ad spend)

Manual Control (automated CPC)

BIDDING

manual bidding automated-bidding

50+

For more altitude: Conservative or aggressive auto-targeting

Google Confidential and Proprietary

How to achieve the right cost per acquisition (CPA)? > gradually approach targets in stages

-10%

-10%

-10%

CurrentCPA

(30days)

TARGETCPA

(30 days)

stabilize

stabilize

BIDDING

Landing process to the right CPA level

1

Google Confidential and Proprietary

2 3 4Targetin

g AutomationSettings

& Budget

Creatives

The right combination of these factors is key to success with Performance Display

- Thank You!