For more information, visit www.wordstream.com The Google Display Network reaches 92% of US Internet users, making it the #1 display ad network in the country. But most small business marketers still aren't taking advantage of this highly cost-effective and flexible advertising medium. We want to change that! In this webinar, The Google Display Network: How, When & Why to Use It, WordStream's Larry Kim and Google's Strategic Partner Manager Sher Khan explore: - Why the Google Display Network is so powerful for SMBs - What part of your marketing funnel you should target with Google Display - How to make the most of remarketing and other display formats and options You'll leave this webinar with easy, actionable tips for reaching more potential customers and raising brand awareness.

1. Webinar:
The Google Display Network:
How, When & Why to Use It
Larry Kim, WordStream
Sher Khan, Google
February 26, 2013
CONFIDENTIAL – DO NOT DISTRIBUTE 1

2. Today’s Agenda
• The Display Advertising Landscape
• Role of Display Advertising in Purchase Cycle
• Case Study: Remarketing on the Google Display
Network
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3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #gdnwebinar in your Google+ status
updates,Twitter tweets,, etc.
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4. Speaker Introductions #gdnwebinar
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– Today we’re an industry-leading provider of a
PPC Management Platform and Keyword
Research Tools
• Sher Khan
– Strategic Partner Manager, Google
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5. Let’s learn a little about you….
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6. Poll Question 1: How much time do you spend
doing PPC work every week? #gdnwebinar
a) I'm supposed to do work in my PPC account every
week?
b) < 1 hour / week
c) 1-10 hours / week
d) 10-39 hours / week
e) +40 Hours / week - it's my full time job!
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7. Poll Question 2: Are you Advertising on the Google
Display Network? #gdnwebinar
a) What’s the Google Display Network?
b) I tried in the past, but am not using the Google Display
Network right now.
c) Yes. I am currently Advertising on the Google Display
Network!
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8. The Display Landscape
The Role of Display in the Purchase Cycle
Case Study
Google Confidential and Proprietary 8

9. #1 network reach in the US
92% reach across millions of sites, videos and devices
Display Network
Adsense publisher Doubleclick ad Google O&O
network exchange properties
• 204M visitors/month • Hundreds of premium YouTube
• 92% of U.S. internet users publishers, with hundreds of • 108M U.S. visitors/month
millions of ad placements
• 317B impressions/month available every day • 1B+ video views/day
• Hundreds of comScore • 2nd largest search engine
1000 sites • 5% of all online time spent
Google sites
• Finance 3.1M
visitors/month
• Blogger 8.1M
visitors/month
Sites Feeds Games Social media Video Mobile
Sources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis, Google Confidential and Proprietary 9

10. Display Network
Right person Right time Right message
• Target a custom segment Layer contextual targeting • Customize creative
base on specific on top of audience based on user behavior,
demographics, lifestyle, targeting to reach users in interests or
psychographics and the right mind set demographics
behavior data • Topic targeting • Rich media drives user
• Reach qualified based on • Keyword contextual engagement and recall
interests and intent to targeting
purchase
• Placement targeting
• Engage past site visitors
with remarketing
At scale: 92% reach of U.S. Internet users - 204m visitors/month
Sources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis, Google Confidential and Proprietary 10

11. Customers consider, evaluate & advocate online
95% of time online is spent on content where display can reach
users
Search
5%
Your audience spends 95% of its
time on the web reading and
engaging with news sites, blogs,
general interest sites, social
networks, email and so on….
Everything else
….the display network reaches 95%
these users, placing ads across
millions of publisher sites in
addition to YouTube and Gmail.
Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-
publishers.org/page.php/prmID/421 Google Confidential and Proprietary 11

12. The Display Landscape
The Role of Display in the Purchase Cycle
Case Study
Google Confidential and Proprietary 12

13. Today’s customer moves through phases
Display plays an important role at each phase of the purchase cycle
Customer purchase funnel GDN features
Awareness Contextual Targeting
Audience Engagement
Interest
Interest category /
similar users targeting
Consideration
Intent interest, remarketing
Purchase Display + search
Google Confidential and Proprietary 13

14. Awareness Interest Purchase
Consideration
Do people in your target audience recognize that
you advertised online recently?
Perception and recent touch points are critical
Right message
Awareness (Creative)
Interest
Video Image
Consideration
Rich media Expandables
Purchase
The Google Display Network supports an expanding list of ad
formats that you can choose from including text ads as well
Google Confidential and Proprietary 14

15. Awareness Interest Purchase
Consideration
Keyword contextual targeting
Relevant sites based on keywords you chose
How it works?
You’re advertising green cleaning
solutions, a highly relevant product
for this reader
Our technology matches your ad
based on the keywords on this
page
Relevant ad is served precisely as
the user is reading the page
Thousands of times every second, across the web
Google Confidential and Proprietary 15

16. Targeting customers when they’re evaluating
Active period where brands are added or subtracted
Awareness
The Google Display Network
Interest combines the best contextual and
audience targeting in the world
with the scale of reaching 92% of
US internet users
Consideration
Purchase
Google Confidential and Proprietary 16

17. Awareness Interest Purchase
Consideration
Placement targeting
Select sites to target with your message
• Serve ads to consumers based
Mike’s Fishing Blog on specific sites
on the Google Display Network
---- your ad
here • Machine Learning Technology
_______
understands the meaning of a
__
_______
page
__
_______
___
Google Confidential and Proprietary 17

18. Awareness Interest Purchase
Consideration
Demographic Targeting
Locate your best prospects based on age and gender
Extend
your brand reach within a
demographic
65+
Customize
creative for various
demographic groups
Exclude
certain groups
from campaigns
Combine
with other targeting to reach
even more specific audiences
Google Confidential and Proprietary 18

19. Awareness Interest Purchase
Consideration
Topic Targeting: relevant reach at scale
Alternative to selecting individual sites. Google has categorised
thousands of sites and pages for you.
Choose from over 1700 40+ auto sub-categories
topics or sub topics, like luxury auto sites
automotive: BMW
travel or insurance, to automotive: Lexus
automotive: Mercedes-Benz
achieve easy-to-scale
reach across relevant, pre- 20+ travel sub-categories
personal travel sites
categorized sites
travel: adventure travel
travel: air travel
travel: vacation destinations
Topics work together with 20+ shopping sub-categories
luxury goods
placements, so you shopping: luxury goods
can target 'sports' on the shopping: gems and jewelry
newyorktimes.com 20+ sports sub-categories
golf sites
sports: golf
Google Confidential and Proprietary 19

20. Awareness Interest Purchase
Consideration
Interest categories
Target users interested in specific content. Google analyses the
websites a user visits over a period of time and recognises people’s
interests.
Big Smart
• 1000+ interest categories • Sophisticated blend of overall
• 100 billion impressions monthly interests, recent session and
current page
• 500m+ daily internet users
• all ad formats
Google Confidential and Proprietary 20

21. Audience & behavioral data reaches qualified
prospects
Remarketing and demographic & interest category targeting drive ROI
Awareness
Remarketing can
engage past
site visitors
Interest
Users who have visited your web site
Consideration
Interest category and
demographic targeting
Purchase can reach more
qualified customers
Men 18-34 Shopping Sports Automobile
* 2010 Google study. Google Confidential and Proprietary 21

22. Awareness Interest Purchase
Consideration
Re-engage with previous visitors
- X
Your Site
96%
of people who visit a website
leave without completing
the actions marketers want
them to take
70%
of people abandon their
shopping cart without Your Ad
completing a purchase
Forrester 2010
Google Confidential and Proprietary 22

23. Awareness Interest Purchase
Consideration
Remarketing
Engage past site visitors & convince on-the-fence customers to convert
Users who have Find those consumers across Bring them
visited your web site the web back to your
website
Google Confidential and Proprietary 23

24. Awareness Interest Purchase
Consideration
1. Reachmore users
Reach 2. Reach them frequently
Frequency 3.On various pages
Diversity
Of the typical remarketing Reach them on between As they visit 20 or more pages
audience, find on a typical day across
84% 10-18 days 5-10 sites
…within a month … or more out of the month … of which all pages and
sites have ad space available
to Google Display Network buyers
Google Confidential and Proprietary 24

25. Awareness Interest Purchase
Consideration
Remarketing performance
From our 2010 study, the typical account gets:
28 % 51 % 52 %
lower CPA higher conversion rate higher CTR
…on remarketing compared to rest of display
Google Confidential and Proprietary 25

26. Awareness Interest Purchase
Consideration
Targeting customers when they’re in-market
Search and shopping cart activity are strong signals of intent
Remarketing can engage
Awareness shopping cart abandoners
Studies show remarketing
Users who abandoned the drives 51% higher
Interest shopping cart process conversions*
Search Search+display
Consideration
40%
30% Combining display with
20% search drives purchase
Purchase intent by an
10% incremental 7 points**
0%
Likelihood to purchase
*2010 Google study.
** Iprospect & comscore real branding implications of digital media - aug’11. Share of exposed respondents who answered affirmative. Google Confidential and Proprietary 26

27. INSERT BRADS SLIDES HERE
Case Study:
• INSERT BRAD’S SLIDES HERE WordStream
How
uses the Google
Display Network
& Remarketing
CONFIDENTIAL – DO NOT DISTRIBUTE 27

28. Case Study: How WordStream Uses Remarketing + GDN
• About WordStream and our Advertising Goals
• Making the Case for Remarketing + GDN
• Our Approach
• The Results!
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29. Our Primary Goal for PPC Advertising: Lead Generation
Drive visitors via PPC, SEO, Social
Traffic Generation Activities Media Marketing, Blogging, Email
Marketing, etc.
Drive to our AdWords Grader, PPC
Offer Sign Up Advisor Trial, or White Paper.
Site visitor remarketing drives 51%
Customer Signup higher conversions
Key Challenge: The Conversion Rate from Website Visitor to Offer Sign up is in the
mid single digits. Most of the time, visitors do not sign up for an offer.
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30. The Case for Remarketing on GDN
• Opportunity:
– Can we increase repeat visitor rates?
– Can we target abandoners and turn them into leads?
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31. Audience Definition Strategy
• We Defined 4 Audiences
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32. Our Ads
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33. Our GDN + Remarketing Campaign Today
• Impressions: 20 Million Ad Impressions / Month
• Avg. Click Through Rate: 0.2%
• Cost Per Lead
– For Remarketing Campaigns: 10% Less than our CPA
for Google Search
– For Managed Placement Campaigns: +20% higher
than Google Search Campaigns
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34. Our Account Today (Continued)
• Site Repeat Visitors: From 20.76% -> 28.89%
• Spend: Approximately 40% of our AdWords Budget
goes to GDN (This is High. Typically 15-20%)
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35. Impact on Brand Recall

36. Case Study Summary
• GDN + Remarketing Highly Effective Funnel
Optimization Tool
• Drives conversions (Leads) at attractive CPA while
improving Brand Recall!
• Worth the effort!
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37. Remarketing Checklist
 Install remarketing tag on your website
 Define campaign strategies based on specific
marketing objectives e.g. target shopping cart drop
outs, visits to the main homepage, etc.
 Create Ads (display ads + text ads)
 Adjust Bids
 Optimize performance
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38. Poll Question 3: Are you interested in help with
Remarketing?
Would you like to learn about how WordStream
can help you get started with Remarketing?
a) Yes!
b) No Thanks.
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39. Your Questions
Thank you for attending: The Google Display Network: How, When
& Why to Use It #gdnwebinar
Learn about our services!
http://www.wordstream.com/remarketing-services
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
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