Making Your Funnel Work

Google Display & Youtube Ads

 Google
Display &
Youtube Ads
Google Display & Youtube Ads
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 GOOGLE DISPLAY & YOUTUBE ADS
▪ Display at each step of the customer journey
▪ Contextual targeting
▪ Interest targeting
▪ Affinnity targeting
▪ Placement targeting
▪ Inmarket target
▪ RLSA
▪ Retargeting
▪ Display ads design
▪ Display ads resources (moat.com)
▪ Responsive Ads
▪ Youtube ad types
▪ Targeting creators or channels
▪ Targeting search history

Google Display & Youtube Ads

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 DISPLAY STATS
▪ The average CTR for retargeted ads is 0.7% compared to 0.07% for display ads
▪ Over 40% of the paid display spend in 2018 was on retargeting
▪ Videos are shared 1.200% more than text and links combined (Forbes)
▪ 70-80% of users ignore sponsored search results (Search Engine Land)
▪ YouTube mobile ads receive viewer attention 83% of the time (Ipsos)
▪ Over 70% of YouTube watch time comes from viewers on mobile devices (eMarketer)
▪ 88% of consumers who search for a local business on their mobile call or visit that business
within a day (Social Media Today)
▪

Google Display & Youtube Ads

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 OTHER (DIY) ADVERTISING NETWORKS
▪ https://www.adroll.com/
▪ https://choozle.com/

Source:
Ryan Govindan

Google Display & Youtube Ads

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 EXPECTED CTR
▪ CTR is calculated per 1.000
views
▪ So, 0,5% is 5 clicks per 1.000
views
▪ If your CPM is $2 then your
CPC $ 0,40
▪ Display ads have usually the
lowest CR’s due to their
position in the journey
(beginning)
▪ Expect lower CTR’s than this
image. Retargeting is about
1-2% CTR, Audience targeting
more like 0,25%

Source:
Bannersnack
Google Display & Youtube Ads
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 GOOGLE ADS GOALS

Google Display & Youtube Ads

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 GOOGLE DISPLAY BANNER TYPES
▪ Display banners (old style)
▪ HTML 5 banners (new style)
▪ Responsive banners (mix and match while MVT)
▪ Lightbox Ad

Inspiration?
▪ https://moat.com/advertiser/

Tools for creation banners:

▪ Bannersnack
▪ Snappa

Google Display & Youtube Ads

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 DESIGNING A GREAT BANNER
Core assets
1. Logo
2. Value proposition (be clear and seduce)
3. Call To Action (clear, actionable)

▪ Keep branding consistent

▪ Keep color consistent

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 RESPONSIVE ADS

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 ADSIZES
Desktop
▪ 300x250
▪ 728x90

Mobile
▪ 300x50
▪ 300x100

Source image:
Match2one

Google Display & Youtube Ads

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 LIGHTBOX AD
▪ Somewhat similar to responsive ads (use all your assets across Google brands)
▪ But: primary goal is ad engagement, not traffic to your goal
▪ Cost Per Engagement (click, scroll, swipe)

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 GOOGLE DISPLAY TARGETING OPTIONS
▪ Affinity: Reach users based on what they're passionate about and their habits and interests.
▪ Custom audiences: Depending on your campaign goal, reach users based on what they're
passionate about, their habits and interests, and reach users based on their recent purchase
intent. You can learn more About custom audiences.
▪ Detailed Demographics: Reach users based on long-term life facts.
▪ Life Events: Reach users when they are in the midst of important life milestones.
▪ In-market: Reach users based on their recent purchase intent.
▪ Remarketing: Reach users that have interacted with your business.
▪ Customer Match: Reach your existing customers based on your CRM data.
▪ Similar audiences: Reach new users with similar interests to your website visitors or existing
customers.

Google Display & Youtube Ads

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 CONTENT EXCLUSIONS

Google Display & Youtube Ads

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 TARGET AUDIENCES

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 DEMOGRAPHICS

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 CONTENT TARGETING
▪ Keywords: advertise around content that carry your selected keywords
▪ Topics: topical targeting; advertise on assets around topics / umfeld
▪ Placements: advertise on specific apps or websites

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 LIFE EVENTS
▪ Recently Started a Business
▪ Starting a Business Soon
▪ Graduation Soon
▪ Recently Graduated
▪ Recently Started New Job
▪ Starting New Job Soon
▪ Getting Married Soon
▪ Recently Married
▪ Moving Soon
▪ Recently Moved
▪ Purchasing a Home Soon
▪ Recently Purchased a Home
▪ Recently Retired
▪ Retiring Soon

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 CUSTOM INTENT AUDIENCE
▪ Converting Search Queries
▪ Best Selling Products
▪ Competitor Terms

Google Display & Youtube Ads

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 EXAMPLES OF RETARGETING SEGMENTS
Any criteria from Google Analytics
▪ Visited a certain webpage
▪ Clicked on a specific button
▪ Ordervalue was between x and Y
▪ Repeat customers

Retargeting Lists for Search Ads

▪ Retarget website visitors in Google Search

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 YOUTUBE AD TYPES
Display ads Non-skippable video ads
Appears to the right of Max 15 seconds, Desktop
the feature video. + mobile
300x60 (desktop)

Overlay ads
Semi-transparent overlay. Bumper ads
468x60 or 728x90 image Non-skippab;eAll devices .
ads or text (Desktop) Max 6 seconds.

Skippable video ads

Skippable after 5 seconds, Sponsored cards
All devices Viewers will see a teaser
for the card for a few
seconds.

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 YOUTUBE KPI’s
Impressions
Impressions click-through-rate
Unique viewers
Views
Views from impressions
Watch time (minutes)
Watch time from impressions
Google Display & Youtube Ads
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How many times your thumbnails were shown to viewers on
YouTube through registered impressions.
How often viewers watched a video after seeing a thumbnail.
Estimated number of people that watched your content within
the selected date range.
The number of legitimate views for your channels or videos.
Views that originated from impressions for the selected date
range.
The amount of time that a viewer has watched a video. This
gives you a sense of what content viewers actually watch (as
opposed to videos that they click on and then abandon).
Watch time that originated from impressions for the selected
date range.
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 YOUTUBE TARGETING OPTIONS
▪ Same options mostly for Google Display
▪ Targeting creators or channels (think competitors, brands, organizations)
▪ Targeting search history (other than intent targeting)

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 YOUTUBE VIDEO SEQUENCE CAMPAIGN
▪ Storytelling with video’s
▪ Viewed one of your video’s
▪ Prevents banner overload

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 TRUE VIEW FOR ACTION
▪ uses the skippable in-stream ad
format
▪ Adds big call to action
▪ Sitelinks (mobile)

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 TRUE VIEW FOR SHOPPING
▪ Need Merchant Center account

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 THE END
▪ Next session about
▪ Facebook Ads & Instagram Ads

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