Google Tv Ads Webinar

Google TV Ads
Introduction and Best Practices

Google TV Ads Webinar Series
April 16, 2008

Google Confidential and Proprietary

Introducing your hosts…

Diane Chour Jennica Smith
Optimization Specialist Account Manager
Google TV Ads Google TV Ads


Agenda

1 Introducing Google TV Ads

2 Creating an Effective Ad

3 Building your Schedule

4 Determining the Right Budget

5 How to Optimize Based on Results

Google Confidential and Proprietary 3

FragranceNet drives customer acquisition

35% increase in website traffic
95% of orders from Google TV Ads customers are
first-time customers


1 Introducing Google TV Ads


The power of television

Connect With Your Boost Brand Drive Online
Customers Awareness Behavior
The power of sight, Exposure to TV and 44% of consumers
sound and motion online advertising said TV triggered
can create an increases brand their online search²
emotional connection recall by 63%¹

Source: 1) Thinkbox - TV and Online (2007), 2) iProspect Offline Channel Influence on Online Search Google Confidential and Proprietary 6
Behavior Study (Aug 2007)

TV extends the power of your online campaign
Question: Within the last 6 months which of the following prompted you to go to a search engine to look for information on a particular
company, product, service or slogan? (Select all that apply)

37%
Television ad
36%
Word of mouth from friend/acquaintances
30%
Magazine/newspaper ad
20%
Company’s store/physical location
17%
Radio ad
9%
Billboard, indoor sports venue sign
7%
Ad/company name on company truck/van/car
3%
Ad/company name on taxi/train/city bus
33%
I have not performed a search on any of these
0% 20% 40% 60% 80% 100%

Percentage of Online Search Users

Television drives search behavior

Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007 Google Confidential and Proprietary 7

A winning combination

The Power of The Benefits
Television of Online

Measurement,
Sight, Sound
Accountability,
and Motion
Optimization


What is Google TV Ads?
A flexible, all-digital system for buying more
accountable and measurable TV advertising.


How Google TV Ads can benefit you

+ +

Greater Flexibility More Accountability Precision
Measurement

Maximize the effectiveness of your TV
advertising campaign


Access 94 national TV networks within AdWords


Choose your own price and get what you pay for

Get what you pay for.


2 Creating an Effective Ad




FragranceNet Approach
• Used coupon codes and routed to unique URL (Fragrance.net)


Creating an effective ad
 Who are they?
 Where do they live?
i Identify your target customer  What are their hobbies?
 What are their education levels?
 What are their income levels?

ii Craft your key message

iii Support your key message

iv Decide on a call to action

v Pull it all together



i Identify your target customer
 What is your objective?

ii • Brand Awareness?
Craft your key message • Direct Response?
• New product/service?







 Focus on your message

iii  Keep things clear & concise
Support your key message  Consider showing people in
…the TV Ads creative







 Use clear calls to action

iv • Tell the customer what
Decide on a call to action you want them to do
 Track, Track, Track!







 Focus on audio & visual
….elements
v Pull it all together  Implement complementary ….
….online campaigns
 Check that your ad meets
technical and editorial
guidelines Google Confidential and Proprietary

Use the Ad Creation Marketplace to get started

11 2
Send requests Accept bid
Browse and search for Choose the specialist who
specialists for free. meets your needs.

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4 3
Approve and run ad
Pay and review specialist
Once your ad is approved, the
Submit payment to your specialist,
specialist can upload it directly to
then rate the quality of your
your AdWords account so you can
experience.
select it for your campaign.

Don’t have a TV ad?

Offer:
Use the Ad Creation Marketplace to create your TV commercial
and we’ll reimburse you up to $2,000 for the cost of the ad.

How do I qualify?
• Use the Ad Creation Marketplace to create an ad to use
in your TV campaign.
• Activate your campaign to air by June 30th, 2008.
• Your ad campaign must run for a minimum of 4 consecutive
weeks at a minimum average spend of $2,000 per week.
• You'll receive a credit in your Google TV Ads
advertising account after your ad airs.

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Use the Ad Creation Marketplace to get started


Google TV Ad Creation Marketplace


POP POLL

Question:
What are some examples of a ‘call to action’ you can
include in your TV commercial?

(type your response into the chat window)


POP POLL

Answers:
unique URL
unique phone number
unique coupon code


3 Building your schedule


Building your schedule

i Choose your target audience

ii Select your networks

iii Select your dayparts

iv Add or block programs


Select relevant networks and dayparts


Target viewers through specific content


Let Google help you create your schedule


4 Determining the Right Budget


Get budget suggestions for your TV campaign


Budgeting

i Set your date range

ii Set your daily budget and CPM

iii Use the Traffic Estimator


Get impression and cost estimates


Identify why your ad is not airing using the Ads Diagnostic Tool


POP POLL

Which of the following targeting options are
available for your TV Ads campaign?
A. daypart targeting
B. network targeting
C. program targeting
D. all of the above



5 How to Optimize Based on
Results


Experiment, learn, optimize

i Experiment with the auction

ii Review your reports

iii Optimize your campaign




FragranceNet Approach
• Used codes and routed to unique URL (Fragrance.net)
• Tested 21 coupon networks at different dayparts and CPMs
• Narrowed to five networks that demonstrated the best conversion


The journey from remote control to report center


Understanding your reports


Analyze the effectiveness of your TV Campaigns with Analytics



Locate
TV campaign
reports



Locate
TV campaign
reports

Drill into specific
TV campaigns


View correlation
between TV campaign
and website metrics
to measure effectiveness

Locate
TV campaign
reports

Drill into specific
TV campaigns


Supports many
different TV metrics
and website metrics

View correlation
between TV campaign
and website metrics
to measure effectiveness

Locate
TV campaign
reports

Drill into specific
TV campaigns

Adjust your campaign on the fly


Hanley Center Drives Response and Increases Enrollment

40% increase in brochure requests

quot;I really feel like our money is being maximized.“
Cindy McAlpin, Marketing Director, Hanley Center

Hanley Center Approach
• Tested a dozen networks at different dayparts and CPMs
• Targeted specific TV programs featuring relevant content
• Discovered new, responsive regional markets from
Google TV Ads and increased exposure using Google Audio Ads


POP POLL

I can edit my campaign targets, pause my campaign,
or change my CPM bid and have any of those changes
go into effect for the next day's airings.

True
False



Resources

• Getting started guide :
http://www.google.com/adwords/tvads/guide/index.html

• Product demo:
http://www.google.com/adwords/tvads/demo.html

• Request a custom proposal:
http://services.google.com/ads_inquiry/tvads_campaignproposal

• Ad Creation Marketplace promotion:
http://www.google.com/adwords/tvads/promotions/acm.html

Y our
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Thank you


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