Performance Display C-Level Presentation CH event Title: Performance Display C-Level Presentation_CH...
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Google confidential │ Do not distribute The consumer decision making process Purchase Awareness Consideratio n Google in 1 day in CH 59 M Impressions 121 M Impressions 97 M Impressions Search Network Display Network
Transcript of Performance Display C-Level Presentation CH event Title: Performance Display C-Level Presentation_CH...
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.
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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...
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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
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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!
