Google I/O 2014 and Google Display Network Session by GBG Mumbai

I/O Highlights
and
Google Display Network
July 19th 2014
Strategic Partner Networking Partner Support Partner

Chapter Manager - @sree_raman
GBG Women Lead - @ImagEmpower
@GBGmumbai | #GBGMumbai

What is a GBG?
Google Business Group (GBG) is a community of business professionals
sharing knowledge about Google web technologies for business success.

GBG Mumbai – The Journey
Over 12 events in the last 17 months
One event a month I 2014

Launch of GBG Mumbai - Women
The launch of Google Business Group-Mumbai Women was on 24th May.
It was a great learning experience with +125 people & 3 terrific speakers.

Key Learning from I/O14
@sree_raman

Click here to view on YouTube http://www.youtube.com/watch?v=ksvdvCDO7pA
Google I/O Highlights

Highlight of #io14 in 9 minutes
Click here to view on YouTube http://www.youtube.com/watch?v=EgeMgjplANY

Android L
I/O 2014 saw the launch of Android L.
Developers can get the preview here http://developer.android.com/preview/index.html

Android L – 5000 new APIs
• With 5000 new APIs, “L” is the new OS to look forward to
• Transition to 64-bit computing
• it will drop the Dalvik runtime in favor of ART (Android Runtime)
• Project Volta to developers create power-efficient apps
• A new camera API gives developers expanded capabilities for image capture and
processing
• APIs include support for Bluetooth Low Energy Peripheral Mode
• Release L bakes in support for Android Wear, Google's new platform for wearables
• It also improves Play Games services, adds an App Indexing API for in-app
searching, adds new features to Google Drive and Google Wallet, and adds Google
Case so media tracks can add closed-caption support

Material Design
A visual language for our users that synthesizes the classic principles of good design with the
innovation and possibility of technology and science.
Know more here http://www.google.com/design/spec/material-design/introduction.html#

Android Wear
http://www.android.com/wear/

Android Wear
Android Wear was given away to all attendees of I/O 2014, The options were with LG G Watch
or Samsung Live. When Moto 360 is launched, the same will be given to all attendees too!

Android Auto
The Right information for the road ahead, Android Auto was designed with safety in mind.
With a simple and intuitive interface, integrated steering wheel controls, and powerful new voice
actions, it’s designed to minimize distraction so you can stay focused on the road.
http://www.android.com/auto/

Android TV
A world of content and games: Watch hit shows, timeless movies, and viral videos from
Google Play, YouTube, and your favorite apps like Netflix. Android games shine on your
HDTV with a gamepad. http://www.android.com/tv/

Android TV
Less browsing, more watching, Just say what you want to see

Android One
The “One” Idea to get the next billion people to use SmartPhones.

Google Fit
An open platform that lets users control their fitness data. Google Fit lets developers build
smarter apps and manufacturers focus on creating amazing devices.
https://developers.google.com/fit/

#Cardboard
Google Gave away a box of Cardboard for attendees of I/O to figure out what it was. The
Cardboard is a DIY Virtual Reality (VR) using your smartphone.
Construct a VR viewer from everyday items you can find in your garage, online or at your
local hardware store. Learn here https://gweb-cardboard.appspot.com/

#GBGsummit
June 24th, Google, Mountain View, California
Search #GBGsummit on Google+ for more

Key Takeaways
• ‘Google Outreach’ is now ‘Business and
Startup Ecosystem’

Startup Launch
http://developers.google.com/startups

Key Takeaways
Launch of GBG Success Stories

Key Takeaways
• Get your success stories featured on
top and win $5000 !!!
• Visit google.com/landing/gbg/stories to know more or talk
to us at gbgmum@gmail.com to participate.

@sandiipporwal
Session on

Who am I?
Who are you?
Introductions

Sandiip Porwal
Twitter: @sandiipporwal
Linkedin : /in/sandiipporwal
Email :
business@virtualsnipers.com

Today’s Agenda

What is Display Advertising?
Simply put,
Display advertising is graphical advertising,
on the World Wide Web,
that appears on web pages, IM applications, email, etc.

Simply put,
These ads, often referred to as banners, come in standardized ad sizes,
and can include text, logos, pictures, or more recently, rich media.

Simply put,
These ads, often referred to as banners, come in standardized ad sizes,
and can include text, logos, pictures, or more recently, rich media.
Rich media, is enhanced media that utilizes a combination of text,
audio, still images, animation, video, and content for active
engagement.

Display Advertising
Display advertising gives you an opportunity,
• To create all types of ads - text, image, interactive and video ads.
• Place those ads on websites that are relevant to what you’re selling.
• Show those ads to the people that are likely to be most interested.
• Manage and track your budget, campaigns and results on the go.

What is an Ad Network
Ad network
An online advertising network or ad network is a company that connects
advertisers to web sites that want to host advertisements. The key
function of an ad network is aggregation of ad space supply from
publishers and matching it with advertiser demand.

The Google Display Network
GDN

What is the Google Display Network

Google Worldwide
• #1 global Internet property with 1 billion
searches every day
• 1B unique visitors globally per month to Google
Sites
• #1 in search globally
• 955M unique visitors a month on the Google
Ad Network and 76.8% reach worldwide
• #1 video site YouTube with 2 billion + views
a day
• The largest global ad network, thousands of
sites across a diverse set of inventory

Google Display Ads
benefits
•millions of sites
•placement targeting
•contextual targeting
•remarketing
•multiplier effect on search
pricing
•pay per click (cpc)
•pay per impressions
(cpm)
format
•text
• image
•flash
•video
placement
•you choose sites
•google chooses sites:
(contextual targeting)
Engage with Internet users through millions of
sites using text, rich media, image and video
advertising.

Advantages of the Google Content Network
Precision & Scale
• Reaches millions of Internet
users, more than any other
network
• Target by categories, keywords,
demographics, interests,
geography, and time
• Text ads, display ads, interactive gadget
ads, in-video ads, and click-to-play video
ads
• Reach every conceivable
audience in a broad range of
online environments – from
moms reading recipes to
business professionals reading
trade articles
• Site by site placement
performance report, conversion
tracking, and Google Analytics
• Measure reach, ad effectiveness,
and frequency
Measurement
Various
Creative Options
Broad Range of
Environments

What makes the Google Display Network
Advertiser

Publisher | Websites

**
Online User | Visitor | Buyer

Targeting
Contextual Targeting
Keyword Contextual Targeting
Show ads on sites related to your keywords

Targeting
Topic Targeting
Show ads on pages about specific subjects
Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups
of quality sites related to that topic.

Targeting
Placement Targeting
Show ads on specific websites that you choose
Do you already know which websites your customers visit? Choose a whole site or just
the specific pages where you want your ad to appear.
Topic Targeting
Show ads on pages about specific subjects
Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups of quality
sites related to that topic.

Targeting
Audience Targeting
Interest Category Targeting
Show ads based on user interests
Travel ads for travel fans: that's the simple goal of interest categories.

Targeting
Audience Targeting
Demographic Targeting
Show ads to users based on their age and gender
If your typical customer skews toward a particular age range or gender, you can use
demographic targeting to show your ads specifically to those people who are most likely
interested in your business.

How to Target Customers on Google Display Network
Audience Targeting
Remarketing
Bring good customers back
Remarketing ads are like a digital postcard you send to your favorite customers. The idea
is simple: People who have already visited your site are shown your ads as they browse
other sites on the Google Display Network.
If your typical customer skews toward a particular age range or gender, you can use demographic
targeting to show your ads specifically to those people who are most likely interested in your business.

Audience Targeting
Remarketing
Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple:
People who have already visited your site are shown your ads as they browse other sites on the
Google Display Network.
Geo / Language Targeting
Show ads where your customers are located
Ready to reach English speakers across the globe? Or Spanish speakers just in your town?

Audience Targeting
Remarketing
Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple:
People who have already visited your site are shown your ads as they browse other sites on the
Google Display Network.
Geo Targeting
Show ads where your customers are located
Ready to reach English speakers across the globe? Or Spanish speakers just in your town?

Bidding / Pricing
Cost-per-click (CPC)
• Pay only when someone clicks on your ad.
• If your goal is to drive traffic to a website, this is the right choice for
you.
• The amount of your bid is a key factor in determining whether your
ad is showing in the places where you want.

Bidding / Pricing
you.
Cost-per-thousand impressions (CPM)
• Pay each time your ad is viewed, regardless of clicks.
• Pricing is per one thousand views.
• If you want to show your ad to as many people as possible and
you care less about clicks, this may be the right choice for you.

Bidding / Pricing
Cost-per-acquisition (CPA)
• Set a target CPA - the amount you're willing to pay for each conversion
• The Conversion Optimizer comes into action here, managing your bids so
your ad shows in the auctions most likely to lead to conversions.
• If your goal is to drive online transactions, this is the right choice for you.
you.
Cost-per-thousand impressions (CPM)
• Pay each time your ad is viewed, regardless of clicks.
• Pricing is per one thousand views.
• If you want to show your ad to as many people as possible and
you care less about clicks, this may be the right choice for you.

Google Display Network – Do & Don'ts

Placement Performance Reports
Domain and URL level reporting
- See the sites where your ads appeared, at the domain or URL level
Site-by-site* performance metrics
- Understand how your ads are performing on each site through click,
impression, cost and conversion metrics
Special category reporting
- See performance metrics broken out by categories such as Domain
ads or Error page ads
The Placement Performance report provides increased transparency
and control to help you meet your ROI objectives on the GDN.
*At this time, site-by-site metrics are only available for content pages. Sites participating in the AdSense for domains
(AFD) and AdSense for error pages (AFE) programs are reported in aggregate until site-level reporting is available in
the future.

Optimize for success
• 1. Re-evaluate keyword lists and ad text
• Are your ads appearing on irrelevant pages? Take steps to optimize
keyword lists and ads.
• Consider creating content-only campaigns to tailor ad groups
specifically for content.
• 2. Utilize the site targeting feature
• Site targeting may be used to directly target well-performing sites
•Please note that site targeting utilizes CPM bidding
• 3. Consider the site exclusion feature
• Use the site exclusion tool to exclude sites which are not converting
well
• Avoid excluding sites based on subjective judgments on content or site
quality
•Page content is dynamic and may change from the time users viewed it to
the time you viewed the report
•Sites or pages you don’t find to be relevant, users may find to be useful
Placement Performance Report Best Practices

Remarketing
WHY REMARKETING
Re-engage with visitors after they’ve left your website
Bring back unconverted visitors and improve ROI

Secret !
The most measurable form of online advertising are search ads—ads
linked with results from search queries—which can translate directly
into clicks and purchases by placing a product before customers at the
exact moment they are making a purchase decision.
Display ads are much more visible and are known to boost search ROI by
as much as 20%. By raising brand awareness display ads contribute to
a consumer’s eventual decision to click on a search ad.

The Attribution Problem
When you look at consumers behavior online, they do a search on
Google when they are on their way to make a decision. So search ads
get all the credit / attribution for the sale despite other activities which
may have influenced a final decision.
This is the attribution problem — that is, you can’t tell which ad to
attribute the eventual decision to buy. Most companies allocate their
advertising budgets in a very ad hoc manner. Some might go a step
further by running experiments to determine which type of ad is more
effective. While this might help pinpoint the persuasiveness of ads, it
is not much help to measure their impact over time.
The only way to truly determine the efficacy of display ads versus search
ads is to watch the effects over time, and to see how modifications in
budget allocations change customers’ purchase decisions.

Google I/O 2014 and Google Display Network Session by GBG Mumbai

Recommended

More Related Content

What's hot

What's hot (9)

Viewers also liked

Viewers also liked (8)

Similar to Google I/O 2014 and Google Display Network Session by GBG Mumbai

Similar to Google I/O 2014 and Google Display Network Session by GBG Mumbai (20)

More from GBG Mumbai

More from GBG Mumbai (11)

Google I/O 2014 and Google Display Network Session by GBG Mumbai