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Remarketing

Google Confidential and Proprietary

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Search Drives Traffic to Your Site — Then What? • 88% of online customers have recently put an item in a shopping cart and abandoned it*

• Only 4% of UK Retail shoppers convert in a given site visit** • Travelers typically use 3.4 websites when shopping for travel***

*Source: Forrester, 2010 **Source: Coremetrics, 2008 ***Source: PhoCusWright‟s Consumer Travel Report, Second Edition

Google Confidential and Proprietary


Remarketing on the Google Display Network Re-engage site visitors with measureable performance at a massive scale.

Google Confidential and Proprietary

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How It Works: Create Lists of Users Who Visit Your Site

Soccer Shoes

Step 1:

Step 2:

Step 3:

Insert a few lines of code onto key pages

Customers visit key pages on your site

Create lists of users who visit these pages

Google Confidential and Proprietary

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How It Works: Show Your Site Visitors Ads on the Web

Step 4: When a user on a list browses pages on the Google Display Network, theyâ€&#x;ll see your ad.

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Parallels to Search 1) You know exactly what the person is interested in

Acme Widgets Acme Widgets

AcmeWidgets.com Acme Widgets Acme has all the best widgets At the lowest prices www.acmewidgets.com Widgets! Acme has all the best widgets At the lowest prices www.acmewidgets.com

Searching on Google

Browsing on your website

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Parallels to Search 2) Own your customers to keep competitors at bay

Acme Widgets Acme Widgets

Widget Consumer Reports Acme Widgets Acme has all the best widgets At the lowest prices www.acmewidgets.com

Only the Best Widgets in Town www.acmewidgets.com

Widgets! Acme has all the best widgets At the lowest prices www.acmewidgets.com

Only the Best Widgets in Town www.acmewidgets.com

Bid on your brand terms to keep them from clicking a competitorâ€&#x;s ad

Show ads to website visitors who may be comparison shopping and ensure they see your ad, not a competitorâ€&#x;s. Google Confidential and Proprietary

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Complete the Sales Cycle OTHER DISPLAY

SEARCH

Drive traffic with search and other display, then win customers back with remarketing. Remarketing gets you more out of the dollars youâ€&#x;re already spending.

Measure Combined Performance: Overall Conversions Overall ROI YOUR WEBSITE

REMARKETING Google Confidential and Proprietary

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Client Testimonials “Remarketing is a great opportunity to win back those users that we‟ve already driven to the site through other advertising campaigns.” — Jon Simmons, Principal of online marketing agency ClearSearch | media

“Google AdWords Remarketing is „one of the most successful‟ initiatives for InterContinental Hotel Group.” —Michael Menis, Vice President of global interactive marketing for InterContinental Hotels Group

“At nearly every level Remarketing is developing into a cost-elective method for Yankee Candle Company to deliver additional conversions from its website.” —Holly Sanderson, Sr Pay-per-click Manager @Website Publicity (SEM Agency for Yankee Candle)

Google Confidential and Proprietary


Creative Ease Get started with simple text ads, or create image and rich media ads for free with Display Ad Builder. Customize ads based on what page the user has viewed

Weâ€&#x;re able to closely tailor the message in our ads to the site the user is viewing -- Paul Langtry, Managing Director, ClearSearch | media

Google Confidential and Proprietary

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Display Advertising is Increasingly Focused on Audience

US Behaviorally Targeted Online Advertising Spending, 2008-2014 (As % of Display)

25.0% 20.0% 15.0%

In 2014, behavioral (audience) buying is forecasted to constitute 20% of display advertising.

10.0% 5.0% 0.0% 2008

Emarketer, January 2010

2009

2010

2011

2012

2013

2014

Google Confidential and Proprietary


Remarketing is the Most Important Buying Signal to Advertisers and Agencies Most important/very important filters or "signals" to advertisers/agencies Remarketing signals (a.k.a. "first party" data)

70%

Audience signals (a.k.a. "third party" data)

51%

Contextual signals

27%

Interest-based signals

27%

Location-based signals

26%

Day-part signals

4% 0%

20%

40%

60%

80%

% Respondents Answering Most Important or Very Important (5-point Likert Scale)

Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 2011, total survey respondents n=371, media buyer n=110, question respondents n=50

Google Confidential and Proprietary


Appendix

Google Confidential and Proprietary

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Use “Audience” to Improve All Your Display Campaigns Tailor your creative message (text or display) to sub-groups within your target audience One advertiser achieved 287% CTR lift by tailoring creative to males and females

Audience composition reports show you the interests and demographics of the … 1) people on your remarketing lists and 2) those people who clicked/converted on any of your GDN campaigns

Google Confidential and Proprietary

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Core Benefits of Remarketing on the Google Display Network

Google Confidential and Proprietary

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Reach and Depth On average, we see 84% of the users on a list within a month on our Network. Reach them multiple times a day, week or month, across dozens of high-quality sites.

Potential customers will see your banner ad on over 80% of the Internet, making it look like youâ€&#x;re spending hundreds of thousands, if not millions of dollars on advertising. -- Michael Edwards, Partner, Online Performance Marketing

*Monthly reach based on average across lists with 30-day cookie expiration windows

Google Confidential and Proprietary

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Reach Your Visitors As Soon As They Leave Your Site Start showing ads to visitors just minutes after they leave your site, for maximum performance. No lost opportunities

Our analysis shows that the more recently a person visited your site, the more likely they are to click your ad.

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Flexible Bidding Options Define your bidding strategy with CPC or CPM bids, and adjust at any time. Auction pricing means higher ROI. Use Conversion Optimizer to hit target CPA goals.

At nearly every level Remarketing is developing into a cost-effective method for Yankee Candle Company to deliver additional conversions from its website. -- Holly Sanderson, Sr Pay-per-click Manager @Website Publicity (SEM Agency for Yankee Candle)

Google Confidential and Proprietary

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Real-Time Optimization Our real-time optimization algorithm raises or lowers bids automatically for each impression based on a predicted click-through rated to maximize clicks at the lowest possible price for each click.

International Hotels Group tested remarketing on the Google Display Network against other networks and found that Googleâ€&#x;s solution delivered at 21% higher click-through-rate than the competition.

Google Confidential and Proprietary

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Ease of Use Manage your remarketing lists within your existing AdWords account. Simple conversion tracking for measurable ROI.

Remarketing with Google is not only improving the performance of our campaigns, itâ€&#x;s much easier than anything else out there. -- Stefano Santinelli, CEO Tutti.ch (Schibsted Classified Media Switzerland)

Google Confidential and Proprietary

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Customized Audiences Create custom audiences using any combination of your remarketing lists. Industry leading flexibility and simplicity.

The ability to segment like that is fantastic. -- Steve Groenier, Vice President of search marketing and customer service at Artbeads.com Google Confidential and Proprietary

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Targeting Combinations Target with even more precision by layering on other targeting methods to increase conversion rates and ROI.

Transparency, relevant reach, and last but not least the granular targeting possibilities enable us to achieve continuous profitable growth via this highly efficient channel. -- Michael Neuner, CEO admatics.com

Google Confidential and Proprietary

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Creative Ease Use simple text ads, or create image and rich media ads for free with Display Ad Builder. Update or modify your creative in seconds.

Weâ€&#x;re able to closely tailor the message in our ads to the site the user is viewing -- Paul Langtry, Managing Director, ClearSearch | media.

Google Confidential and Proprietary

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Google - Remarketing  

Google Confidential

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