Google Marketer's Playbook: Increase Your Advertising Reach


Uploaded by GoogleBusiness on 06.05.2008

Transcript:
>> RESZ: First, I wanted to introduce myself. My name is Nicole Resz. I am a traditional
media specialist here at Google. I've been with Google now for about a little over four
and a half years actually. So, an eternity in paid search world. And over the course
of these four and a half years, I've really had the opportunity to work as a relationship
manager not just with specialized segments of our advertising base, but also with our
traditional media products; so television, audio and print. So it's been quite a fantastic
ride, and I've got to see all the changes that have happened over the course of those
four and a half years. I wanted to take a look at our agenda for today. So I wanted
to start off by talking about some of the marketing challenges that we all face as marketers
and some of the ways and solutions that Google has to overcome those. From there, we'll touch
on not only how the products can actually help drive traffic to your website, but we
certainly want to touch on the measurement component there and make sure that the accountability
factor is most certainly in check. We'll touch very briefly on Google Analytics. And there
are further Google Analytic sessions, I believe, tomorrow afternoon. So if you're interested
in hearing more about those, please step in and check those out. We'll wrap up with some
case studies, a couple of success stories that we've seen with the--with traditional
media and driving search traffic. And, of course, we'll save some time for Q&A at the
end. Sound okay to everyone? Excellent. Excellent. So before we get started, I'd love to see
a show of hands. Who here has actually has experienced with traditional media products,
so television, audio, print? Anyone? Okay. Excellent. It's about half the room it sounds
like. So I think as marketers, we're all striving for a couple of things. We're striving for
accountable marketing solutions, integrated marketing solutions and relevant marketing
solutions. And I think in recent years, you know, there's even been a new twist added
to the mix and that's the ability to drive search traffics. So, now we're thinking about
all of these different components and how they come together. But I think the real key
to achieving marketing success is really about connecting with your audience at the right
time with the right message and really with the right advertising vessel. So I think that's
the key challenge. And we're pretty confident that we can help you accomplish those goals.
So I want to introduce you to a good friend of mine, Kevin. Kevin here is 30 years old.
He lives in Chicago, Illinois. And he is an editor at a major newspaper publication. And
in his spare time--he doesn't have much of it--but in his spare time, he does like to
watch sports on television. He listens to jazz and likes to stay updated on his local
politics. So like many Americans, Kevin wakes up in the morning, right? He reads his newspaper.
He hops in his car for his morning commute. He takes calls as they come to him on the
road. And, you know, he's listening to his morning broadcast while he's stuck in traffic.
And when he--when he gets to work, if he's like, you know, some of my friends, he spends
the majority of his day procrastinating and not actually working. He likes to avoid actual
work by maybe surfing the net, checking his Gmail. Maybe he's addicted to Google Earth
like so many of us are. And, you know, before heading home for the day, there's a good chance
he's going to check online, maybe get some dinner ideas, head back home, flip on ESPN,
watch for the latest scores for that day, eat his takeout, and maybe update his Myspace
profile. Maybe something has happened to him that day that is necessary of updating his
Myspace profile for. So I think at Google, we really think of ourselves as a conduit
connecting millions--hundreds of millions of users really with content and advertisers
worldwide. And like Kevin, we know that most Americans aren't sitting in one place. They're
moving around. They're in their cars. They're on their BlackBerrys. They're listening to
podcasts. They're doing various things. And so the key challenge here is really to to
find your Kevin, and reach your Kevin, and find additional Kevins out there because that's
where your customer base is. So that's really the key challenge and we really think that
we can help you do that. So I can't tell you over the four and a half years that I've been
at Google how many times my clients come to me and tell me that they really feel that
they've hit a ceiling with search. They have every keyword, you know. And these phone calls
are always painful, I know, for the clients because they really feel hopeless. You know,
I've used every keyword that I can possibly think of. I have all these different campaigns
and I just can't get any additional traffic to my website. And so, you know, for me, I
know that today, we actually, at Google, have an entire arsenal of media solutions to help
combat this problem and really help get past this road bump. And, you know, I think we'd
be foolish to really think that any one of our products can solve all marketing needs.
They're not one universal fix-it. I think we'd also be foolish to think that every single
one of our media solutions is applicable to every single advertiser. And even more so,
we know and we're very sensitive to the fact that no one of our product should really stand
or function independently of another. So, you know, I can--I can actually remember back
in the days--in the early days when our vocabulary at Google was really limited to just paid
search and organic search. So I'm so pleased today that now we can talk about print ads,
TV ads, radio and YouTube, and know that these are all part of our daily offerings, they're
all part of our solutions to your marketing needs. For today's purposes, I really wanted
to hone in on four key media solutions and those being paid search and then, of course,
our traditional media products. So those being Google audio Ads, print ads and Google television
ads. And specifically, I want to talk today about our proposed dynamic between traditional
media products and their ability to drive traffic to your website. You know, our extended
network here at the bottom, it really covers some of the most popular media segments out
there. And places like Myspace, MTV, Clear Channel, of course, The New York Times, you
know, these are all included in our extended network and definitely offer additional traffic
for you. So, if we take a look here, you know, going back to when clients are telling me
that they've hit the ceiling with traffic and they can't get any additional traffic,
you know, I feel pretty confident that our network can really provide them with the additional
users that they're looking for. Our content network alone reaches over 80% of Internet
users out there. And with Google TV ads, you can actually place your commercials in over
14 million households today. With the Print Ads, we have over 750 national publications
at this point in which to place your creatives. And Google Audio Ads offers over 1,600 nationally
broadcasted radio stations. So there's quite a reach out there. But again, what does it--what
does any of these have to do with traffic, with search? So an online SEM firm, iProspect,
recently conducted a study in 2007 regarding the main drivers that encourage users to go
perform a search query. And they found that 67% of online searches are actually coming
from the result of exposure to some sort of form of traditional media, so whether it'd
be television, radio or print. But even more compelling is that 39% of those individuals
actually went on to make a purchase. So, obviously, as you can see, this is--this is pretty compelling
news and its fantastic news for those of you who have already made the connection between
traditional media and driving search traffic to your site. For those who haven't, I think
it's pretty hard to deny the opportunity here. And I think anecdotally, we see this on a
daily basis. We see that the more dynamic the marketing--the marketing solution that
you have and more dynamic your entire portfolio is of your initiatives, the more--the more
traffic you're gonna see coming to your website. So let's talk about what this--how this works
in relation to Google AdWords. Any of you have a Google AdWords account out there? A
couple? Good. Excellent. So then you know that with Google AdWords, you really have
one media platform. You have an entire integrated platform with one log-in in which you can
really tap into all of the different media solutions that we offer. And essentially,
it's a media control panel, if you will, and it allows you to make split-second decisions
and be incredibly flexible with your campaigns and not only sort of, you know, the budgets
that you're putting in, your bids, but the very decisions of where to place your ads;
the very decisions about, you know, what cities you want your ads to run in. And maybe your
creatives aren't working well. The interface is so simple, it's day to day, so you have
the ability to make those changes very quickly and target, again, the right people at the
right time with the right message. Let's go back to Kevin. We remember Kevin, right? So,
a good example of this. Kevin lives in Chicago. It's been a rough winter for Kevin. And he
just bought a new car. It did not come equipped with snow tires, so probably a bad decision
on Kevin's part. So each commute has him slipping and sliding all over the road. Now, if you're
a tire retailer or maybe a snow chain manufacturer, whatever it might be, this is--Kevin is who
you want to reach; Kevin is your target consumer. And so with Google Audio Ads, we have a feature
called event based triggers, meaning that you could create a campaign and have it set
up so that it automatically turns on when the weather in Chicago drops below freezing.
So it's a pretty cool feature. And there are different event-based triggers. We can talk
more about that in detail afterwards. But it's certainly--certainly a nice way to tap
into your potential consumer there at the right time again with the right message. And
similarly, if you are a professional cooking school, culinary institute--I don't know if
anybody out there is a fan of Bravo's Top Chef. I happen to love the show. But I can
tell you that a professional culinary institute looking to get--gain some interest in their
fall classes, this is the perfect format. Using Google television ads, we have a feature
called program targeting. So this allows you to actually display your commercials only
when given programs are being shown. So again, a lot of flexibility in reaching the right
customers at the right time. And finally, let's say you are a spring break destination
hotel resort. You're the latest and greatest in spring break travel, placing an ad in a
local college publication is a fantastic fit. You're going to reach that college audience
and get to them as they're making their spring break plans. Of course, you know, if you're
maybe located somewhere in Florida, you're a Daytona Beach hotel wherever it may be,
whatever the local hot spot is, you can place your ad in the publication, in the Florida
area, in all of the college pubs, place it during the early springtime planning period
when college kids are making those plans, and you've successfully reached out to your
target demo. Now, I don't want to forget what the key concept here today is which is using
traditional media to really drive search. And I think we can't do that without discussing
calls to action. So calls to action are crucial in driving search traffic via traditional
media means. And I'm sure some of these phrases, they sound familiar. Visit our website, search
on this keyword or search for us online, whatever it might be. I think this is incredibly important
to remembering that when you're trying to drive traffic to your website via traditional
media, you really need to make sure that your conversion goal matches your calls to action.
And that's a kind of a--that's kind of a slogan you should keep with you for any marketing
that you're doing. Whether it'd be online or offline, you always want to match your
conversion goal, again, to the call to action. So in this case, we're trying to drive search
traffic. We want to tell people, "Hey, visit our website, go online and search for us."
Sometimes I see folks saying, "Hey, I can't drive traffic with my TV ad. What's wrong?
What am I doing wrong?" And then I view their commercial and I hear--all I hear is their
1-800 number. So people aren't going to be compelled to go and search on their site or
do further research online if they're plastering their 1-800 number all over the place. So,
again, I strongly recommend different campaigns for different conversion goals and make sure
that those are all in sync. Excellent. So we know--we know the potential here, right?
We know that there's definitely opportunity with traditional media in driving additional
traffic to your website, but how do we really know that it's working? Here's where Google
Analytics comes into play. Google Analytics is so fantastic; a free web analytics service
that Google provides, which allows you to understand which of your marketing initiatives
are most cost-effective and how people are really interacting with your website. So it's
really key here. And again, if you're interested in hearing more about Google Analytics, if
you haven't or already have the chance to become familiar with it, I know that there
is a session tomorrow around noon, I believe, that will be discussing more about Analytics.
But I'm very pleased to say that we've already integrated Google TV Ads data and Google Audio
Ads data into Google Analytics, meaning that you can then generate very robust reports
allowing you to understand exactly how your traditional media efforts are really impacting
your website, how are people interacting; you know, what are--what are the connections
being made there, and are the leads worthwhile? Are they quality leads for you? So obviously,
ROI, always on everyone's minds and this will definitely help you--help you get there. So,
hopefully, a lot of what I've spoken about today will encourage you all. I know you're
all ready to go try some of these traditional media products and help them drive traffic
to your site. But if you need a little bit more convincing, let's--I wanted to go over
and highlight just three quick success stories with you. So first we have FragranceNet. FragranceNet
is an on time--an online retailer of discounted healthcare, beauty and hair care products.
And they've been advertising with AdWords since 2002. They have tried television in
the past; didn't really find that it worked for them. They didn't have a way to really
check if it was, you know, converting for them being an online retailer. They kind of
need to know that. They need to know if it's--if it's actually encouraging people to make a
purchase. So when Google TV Ads around--came around, they really thought that, with the
flexibility and the accountability and the ease of it, that this might work for them.
So they gave it a shot. And they tested 21 different networks at a range of dayparts
and CPMs and the results were really fantastic. They saw a 35% increase in their website traffic.
And even more exciting, they saw that 95% of their orders coming from Google TV Ads
were from first-time buyers. So they really did tap in to a brand new pool of users, users
that they would have never gotten had they not tested out television. So it's a really--a
really great experience for them. Stopbitingnails.com. Today, manufacturer distribute a product that
helps nail-biters kick the habit. Now, they had done some testing with Audio Ads in the
past. They found it really tedious. They found that the management of it was incredibly time-consuming.
If you've ever done a traditional radio buys, you know that there can be a lot of back and
forth. It can--it can get a little overwhelming especially if you're a one man show like they
were. What he did know is that he knew Google Analytics really well. He also had been advertising
with AdWords since about 2003 and had been doing Google Analytics since about 2006. So
we thought, "Well, maybe with Google Audio Ads and maybe combining that with Analytics,
maybe I got something here. Maybe I can see what the overlaps are." And as you see at
the top here, 50% increase in sales in his strategic markets. He did locally target and
he used discount codes and promotional code to drive additional traffic to his site. So
he was really happy, a 15% increase in gross sales overall and, again, additional website
traffic increases. And, finally, we have Covad. So Covad works with T1 lines, so with small
to medium size businesses. And Covad had--they had actually not tried out too much print.
They weren't sure if that was really the right medium for them, but they were willing to
give it a try. So we worked with their agency and their agency actually put together a print
campaign for them. What they did is they locally targeted--they actually set up an online campaign
and they locally targeted that to five major cities across the United States. Simultaneously,
they placed newspaper ads in publications in those same five cities and they ran it
for a period of time. They ran it for a five-day period of time. And in doing so, they noticed
a 20% increase in overall impressions to their site and have made print a permanent part
of their marketing--their entire marketing package. So they were incredibly pleased as
well. And again, what I love what they did here, and I see this often and I think it
works really well, is Covad actually created a printout that mirrored their online ads.
So they are using image ads for their paid search. So they made an ad that was very similar,
reminiscent of what they were doing online. And we--you know, we all know seeing a message
two to three times is really when people start to internalize it and getting ingrained in
their mind. It's like a jingle. Hearing it two to three times is really the most effective
approach. So, they did a really great job with that. So with that, I'd like to invite
Kenton Kivestu up. And Kenton is a product specialist on our traditional media products.
So if there are any questions about the products themselves or any questions about what we
covered here today, we'd be happy to take them.
>> KIVESTU: Thanks, Nicole. >> RESZ: Thank you, Kent. Yes.
>> One of the things I find--I've found in doing Radio Ads is personal endorsement ads
by the show host, are the most effective ways to drive sales.
>> RESZ: Yes. >> Is there any plan or possibility that with
Audio Ads, you know, you made something like that?
>> RESZ: Yes. So the question is about having the radio show host--the veejay is actually,
state your commercials online and it's definitely proven to be effective, and the question is
whether or not we have any plans to incorporate that into our platform.
>> KIVESTU: So, can you guys hear me okay? >> Yeah.
>> KIVESTU: Okay. So we definitely thought about it a lot. One of the challenges is that
with a fully automated system like what we're doing right now, it's very hard to do that
in an automated fashion. So if you're taking thousands of ads from advertisers, how do
you--how do you get them and then have a veejay read it on air and get the same type of like,
automated air checks for brining back and automate that whole process. So, we understand
it's valuable and we're definitely considering it, but immediately down the line, it's probably
not going to happen anytime soon. Yeah? >> You could [INDISTINCT] when certain weather
issues are... >> RESZ: Yes.
>> ...happening. Can you do that with a certain [INDISTINCT]? So it's either talking about
[INDISTINCT] said something on the radio, whether it be on, like, Britney Spears or
[INDISTINCT] security or whatever. >> RESZ: Yes.
>> Can you tell me [INDISTINCT]? >> KIVESTU: So, again, that's definitely something
we want to do in, hopefully, in the near future. Right now, we've got, like a few built-in
types of feeds you can use. So there's Polan UV index weather as Nicole mentioned. And
in the future, we'd like to make it more customizable so that a user can even give us a feed that
they're interested in, say like, financial markets or if it's a news topic like, you
know, Britney Spears, and we can basically pull that information in and then use that
to control their campaigns. But right now, we don't have that functionality built into
the product. >> RESZ: Yes.
>> Since it's inactive [INDISTINCT] with audio in terms of the CPM...
>> RESZ: Yes. >> ...is it feasible that if you do a program-based
right now that it'd be on air for several months and then all of a sudden it airs when
you're not ready in terms of--because the [INDISTINCT] entry level? So, I'm just asking
because I never used it. I would like to do a campaign pretty soon. Do I get any type
of warning that it actually will start to air if I set my bid level at a place where
it's not on air right away? >> RESZ: Can you repeat the question?
>> KIVESTU: Yes. So the question was, is there any sort of warning in the Audio Ad system
that will let me know like, "Hey, you're going to win bids in the future even though you
may not have won for the past two weeks because you're being outbid by an advertiser that
was--that was bidding in those two weeks but it stopped in the future. There is--there
is actually one way you can do that. We do have a report that's built into AdWords Report
Center called Today's Scheduled spots report. So you could set up that report to run on
a daily basis and be sent to your email. And that report would run and then let you know
on every given day like what spots you've won. So it's not--it's not an advanced notice
in the sense of like a week before, which may have been kind of what you were asking
for, but it will give you at least a little bit of heads up notice that you're winning,
you know, X spots and it'll actually show you the number of spots you've won and in
what markets. >> So you get to see the spots if lost? And
be able to adjust your bidding so that you know [INDISTINCT]?
>> KIVESTU: Yes. >> You lay low and you got to raise it the
second [INDISTINCT]? >> KIVESTU: That's a--so that's a...
>> They're all in or something like that? >> KIVESTU: Yes, that's a really good question.
So the question was do you get to see the spots you've--you were competing for as well,
but lost and what CPM is actually won those spots. Right now, it's kind of--it works the
same way as the online system and it's at, you see what you've won but you don't exactly
see what you've lost so you don't have--you don't have a daily digestion of what the CPMs
are actually winning. One of the things that we do have in the audio system though is when
you set up a campaign initially there's a historic price range and it shows you the
historic price range that CPMs have bid on or CPMs that have won for the type of inventory
you're bidding on, so it gives you an idea there.
>> Sort of like a gauge then? >> KIVESTU: Exactly.
>> RESZ: Yes. >> I've been using the system. So possibly
for AdWords, you're getting base on the word. Are you--traditional media, are you being
based on, like the segmentation? Like, in interest and some [INDISTINCT] and based on
particular media ads? >> KIVESTU: Let me take this. So the question
was, in traditional media, are you bidding on kind of a media outlet versus like a keyword.
Is that--is that... >> Right. Like cooking or, you know, college
newspaper in general. >> KIVESTU: Yes. Exactly. So it's a--it's
a good question. Part of it--the answer varies because for each of our traditional media
products, the way you target works a little differently. So, for example, in print ads,
you have the ability to--let's see if I can--in print ads, you have the ability to target
by newspaper and by sections. So if you want to run in the University of Virginia's Cavalier
Daily, you can do that and you can run in the sports section and you set up your targeting
that way for something like print ads. For audio ads, you're choosing stations based
off markets and formats are in. So if, for example, you want to reach older--an older
maybe male audience in Minneapolis, you could choose to run on classical stations in the
Minneapolis designated market area. With TV, you have two options for targeting and that's
by network. So, for example, if you're trying to reach sports advertisers, you may want
to target ESPN or ESPN Classic or ESPN2. You also have the ability to target by program,
too. So, for example, you know that you're trying to reach sports enthusiasts who really
like PTI, you could target that specific program as well.
>> Can you target, like, job listing too [INDISTINCT]? >> RESZ: So the question is about section.
>> KIVESTU: So, typically those, I think, are in the classified sections, and it depends
on each newspaper when they sign up in our system. They define the inventory they're
going to sell through our system. Since classifieds typically work a little differently and they're
not necessarily display advertising, they're kind of like more, akin to like a text ad,
a lot of newspapers haven't set up their classified systems in our program, but we do have some
classified systems. And in that sense, you can--you can put an ad in that section but
it's still a display ad. It's not your kind of quintessential classified ad with, like,
three short lines. >> I guess for the television and then radio
that kind of bid management happens in real time. But for print ads, is there any lead
time like--going back to his question of knowing when it's going to run, is there any lead
time for print ads knowing, "Okay, I've won two days from now, so I know I have to run
it today?" >> KIVESTU: Yes. Exactly. Do you want me to
take this or...? >> RESZ: Sure. Go ahead.
>> KIVESTU: Okay. So, yes, with print ads, you definitely have that. Since print is actually
like a bid offer model where you say--you go to a newspaper and you say, "I'm willing
to pay $300 for a three-column by seven-inch ad on Saturday," you're actually picking the
date, too, as well. So you would go to say, the New York Times and say, "I'm interested
in running," you know, "May 15th in the sports section with this side ad," and you'd make
an offer for that specific section and the New York Times would either reply saying,
"Yes, and we're going to,", you know, "Send us your creative, we're going to run the ad,"
or "No, this offer is too low," or "No, we don't have any room in that section." And
so you'd basically know, "Yes, I'm going to run," or, you know, "No, my offer wasn't high
enough for other reasons." >> RESZ: And print ads come with a full feedback
loop like he was mentioning. So, there can be a dialogue between you and the publisher
with regards to what it is that they disliked about your offer, you know, ways to improve
it, so. Any additional questions? Excellent. Fantastic. Well, thank you all for joining
us today. Again, don't forget to fill out your survey cards. And there's more info about
additional sessions at the back. >> KIVESTU: Thank you.