Google Marketing
TrueView in-stream ads
-An in-stream ad is a video that plays within the video users are looking to watch. - Recommend 90 seconds or less -Can be skipped after 5 seconds- so need make the first 5 seconds exciting!
Explain what happens in the Ad Auction
1) Every Time a search query is made on Google, we run an auction for the click. 2) The Ad auction is a dynamic process, and helps ensure that the clicks dont just go the the highest bidder that may not have as relevant of info. 3) The auction takes in the following inputs; Ad BID, + the Quality Score, then assigns the Ad RANK 4) Score is made up of (est.CTR, Ad format, relevancy, and landing page quality) 5) From there, it will be ranked in order with highest total score, and the advertiser will only end up paying the amount of 2nd highest advertiser 6) You pay the minimum amount to retain your position- you would divide the Ad rank / quality score by the given advertiser . SO - if you increase your quality score, it will decrease your overall price per click
What are the three Google Ad solutions
1) Google Ads 2) Google Display Network + Double Click 3) Youtube
(Youtube) What are all video formats?
1) Instream 2) Bumpers 3) Masthead 4) Standard Reserve (skippable and non skippable)
(Youtube) If you have a client you know are traditional TV buyers- what products would you propose?
1) Instream video Ads 2) Standard reserve- non skippable (max is 30 sec)
What are types of audience targeting with Youtube?
1) Intent ; We're looking at user intent signals from not just YouTube, but across all of Google and the entire Google Display Network. Even Search + Maps! 2)
Main Types of Advertising Category at Google
1) Performance Advertising 2) Brand Advertising
How to measure Youtube Ads
1) Reach 2) Viewability; YouTube has a definite competitive advantage in this field, as our viewability is around 95%, which is vastly superior to our competitors', including Facebook, which we estimate at 30% (internal only). 3) Brand Awareness 4) Favorability/ Consideration/ purchase intent
Key selling points of AdWords
1) Reach; Google has seven properties with one billion and more users (plus the entire Display Network). We're able to see consumer behaviors across Search, Maps, Play, Shopping, Gmail and YouTube, and more 2) Relevance; Google is known for giving users the information they're looking for, and we want our ads to follow suit. Relevance is the key to a successful AdWords campaign on Google. 3) Intent Based Targeting; People can lie about their age or status, or claim interests that are outdated or unimportant to them, but no one lies to Google.Inferred truth in action tells you much more about someone than just their declared data, and it has the advantage of being updated in real-time. 4)Adjustable Budgets; AdWords is an investment to grow your client's business and they always have control over how much they spend. There's no minimum spend and budgets can be changed at any time. 5) Measurement; can actually track the impact of your invesments. Areas include; Online purchases Newsletter sign-ups Pages visited Phone calls Cross-device activity Users reached Videos played ...and more!
Youtube use
1.5B monthly active users watch more than an hour of video each day on mobile alone.
How do you reach customers that are not exactly looking for your business or service?
21% time online spent searching 79% time online spent outside search across website, mobile, youtube and gmail
Why is it imporant for companies to design webstire for desktop + mobile?
90% of consumers start an activity on one device and finish on another.
What are two types of marketing campaigns?
Brand campaign Direct Response campaign
What is DoubleClick Bid Manager and what does it help me do?
DoubleClick Bid Manager (DBM) is Google's demand-side platform (DSP) that lets advertisers and agencies target, bid, and serve ads to interested consumers the moment they perform related searches or visit related sites.
Nielsen Geo Targeting
Geo-targeting, refers to the practice of delivering different content or advertisements to consumers based on their geographic locations. In paid search campaigns, geo-targeting is often used to advertise to local prospects Nielsen : Offers the capability of ranking regions or local markets against your target consumer group. Then we can illustrate the penetration of the market for the product or service and how the market compares to the U.S. population. You can also create trade areas at the local market level to quickly pinpoint the greatest opportunity.
Pitch Google Ads to me...now
Google Ad words + Ad services help you accomplish whichever specific business goals you may have. Whether brand awareness, site traffic, sales, etc. these tools help you reach your exact target customer that is seeking your services. It puts your business in front of those that its most relevant to. Search Engine Marketing (SEM) is a method of advertising a company website through search engines like Google by buying relevant keywords that trigger the ad. When someone searches using these keywords, they will be shown an ad for the company website. It's a great solution for a direct response campaign since it can be used to drive traffic to a website, drive conversions, and find new customers.
What is purpose of Google Ads?
Google Ads helps businesses grow by delivering ads to the right audience, at the right time, with the right message.
Google Surveys
Hear directly from the types of audiences you care about and make smarter, faster business decisions. See results in as little as three days -- just a fraction of the time it takes for traditional market research.
MMM (Marketing Mix Model)
Market Mix Modeling (MMM) is a technique which helps in quantifying the impact of several marketing inputs on sales or Market Share. The purpose of using MMM is to understand how much each marketing input contributes to sales, and how much to spend on each marketing input.
NIELSEN TAR
NIELSEN TOTAL AUDIENCE RATINGS Nielsen's Total Audience Ratings is the best representative measurement of media consumption across platforms and devices. Nielsen provides metrics that enable comparability between traditional viewing on a television set and media consumption that occurs on other devices and platforms. These next-generation metrics provide content owners with the tools they need to better understand the true total audience of their content, and allows marketers to compare their options to put their ads in front of the right consumer, on the right platform, at the right time.
Types of analytics tools to use with clients
Nielsen Nielsen Geo-Targeting Tests Nielsen Brand Lift studies Nielsen TAR Google Surveys
What is the fastest growing digital advertising segment.
Programmatic buying
What is reach of the Google Display Network (GDN)
The Google Display Network is made up of 3M+ websites and apps (covering ~90% of global internet users)
Why is YouTube a good advertising solution for businesses?
The ability to reach audiences at scale Engaged viewers Depth of content
True View Discovery Ads
This format promotes videos in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.
TrueView for Shopping
TrueView for Shopping video ads are interactive
Programmatic buying
a automated method of media buying that allows you to buy ad impressions across multiple sites and ad networks in real time. It uses a technology platform known as a demand-side platform (DSP) to purchase ad impressions the instant an available ad impression is announced by an ad exchange.
what is YouTube Director Mix
a tool that enables mass customization of a single creative asset, (ex; team created a 30-second video asset with a brand message that could be easily customized to appeal to different audience interests with a simple copy change.) focus on trending topics and interests at the time to customize
what is a (DSP)
demand-side platform (DSP) It is needed when doing programmatic buying- allows you to get into the Ad exchange
Why is youtube important when trying to reach guests that are shopping?
nearly TWO thirds of shoppers say video has given them ideas and inspiration for purchases. More than 90% of those say they discovered products and brands on Youtube
True View Bumpers (Video)
non-skippable True View In-stream Ads 6-second format that surprises and delights users with its brevity; advertisers appreciate the high-impact brand building.
TV GRP
stands for Gross Rating Point: A standard measure in advertising, it measures advertising impact. You calculate it as a percent of the target market reached multiplied by the exposure frequency. Thus, if you get advertise to 30% of the target market and give them 4 exposures, you would have 120 GRP.
How would a client be eligible for Smart Display Campaigns?
your client must have 50 display conversions in the past 30 days.
