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Use video & display to inspire, educate

and engage shoppers this season

Yukti Batra
Product Specialist, Display
87 Days
to Black Friday
87 Days
to Black Friday
We are currently here
4th September
Black Friday NOV 16th 2018

Romania 2018
-1 week

NOV 9th 2018

NOV 22nd 2018
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Interest in sales events varies by market

Locally adapted sales events of greatest importance in view countries
Share of query volume by sales events

Source: Google Internal, “Black Friday” queries, 2017.

Population Sizes: United Nations Department of Economic and Social Affairs, June 2017.
Maturity Index: Indexed query volume / Population size; Bubble size = Query volume in 2017
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Prepare-Push-Remarket all your offers with Display

PREPARE PUSH REMARKET

(Now) < 4 weeks >1 day

Sep-Oct Oct-Nov Dec

How Display can help
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Works to any Helps search Is easy!

business perform better Most formats only need
one image and a few text
assets to get live. You can
objective In testing with Data Driven
Attribution we’ve seen the re-use your YouTube
impact Display can have in creative also.
Display has the best range
of audience targeting out Search conversions
there and a host of formats
and bidding solutions to fit
any client objective
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Display advertising today is

about reaching your most
valuable customers across
all surfaces
Use performance orientated display campaigns to hit
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your holiday target

Headlines Descriptions

Automated Display Responsive Display Ads / Audiences Feed Based Campaigns

Campaigns Asset-Based Ads

Leveraging machine Auto-generated Solutions for every stage Promote product-level

learning to generate the creatives, performance of the consumer journey merchant data within
right message to the right bidding, and smart shopping ads
user across multiple ad targeting in one seamless
environments ad type
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Brilliant Basics: Campaign Structure

Recommended Discovery Campaign strategy:

Your Google Ads Account 1. Smart Display Campaign to capture potential customers
across contextual, keyword and audience targeting
options
Remarketing Discovery Campaign Smart Display NEW Attach data feed to serve dynamic ads
NEW Use Maximise Conversions or Pay for Conversions
Smart Display bidding if unsure of CPA goal or are new to Display
Homepage
Audiences 2. Prospecting Campaign Use Custom Intent Audiences and
Category create themes from Keywords, URLs and/or apps relevant
to your business. Attach you feed to use dynamic ads.
Product
GMAIL 3. DRMKT Create just one DRMKT campaign and structure
Cart (YT) your campaign based on your funnel. Attach your feed to
Remarketing Audiences serve dynamic ads.
Buyers
YT Remarketing 4. Discovery Deliver rich, personalised ad experiences to
people ready to discover & engage with you through a
single Google Ads campaign across Gmail, YouTube, and
Responsive Display Ads in all campaigns Asset-based Ads Google Home Feed.
NEW Custom Intent for Discovery utilises Search
keywords, connecting users with recent searches.
NEW Use your YouTube Remarketing list to extend your
reach and re-engage with users.
Show off your brand with Gmail Ads
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Your largest canvas

Compatible with Video, Catalog
Template ads can highlight your
brand, products and services
OR

100% Brand Safe

100% Native and 100% Signed-In

Audience Focused
Exclusive ones like Life Events and
Customer Patterns.
Catalog Format Single Image
Compatible with Video, Catalog Template A simple 650x650 image to drive
ads can highlight your brand, products users to your landing page
and services
Expand to native inventory with Discovery Campaigns
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Creative Build with Social Media

in mind
Inspire consumers with an open canvas
showcasing your brand or products in a
single image, rendered natively across
each Google property.

100% Brand Safe

100% Native and 100% Signed-In with
huge reach

Audience Focused with results

Combining this incredible reach and
creative canvas with Google’s
understanding of intent, you can be
confident you’re anticipating what your
customers want and delivering the
results you care about.
Fully Automate your campaigns with Smart Display
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Automatically reach new Create ads that adapt to any screen or ad Set the right bids to help you save
and existing customers space across the web time and drive better results

Build tens of thousands of ad

variations in minutes

Get insights into your top performing creatives

with the assets report
Solutions for every stage of the consumer journey
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Based on Based on interests, frequent People making purchase decisions

Reach facts about their life behaviours and habits relevant to my brand right now

Demographics Interests & Habits Intent & Action

Audience
Solution
Demographics Affinity Life Events*
Age · Gender
Custom Affinity In-market
Detailed Demographics*
Parental Status & Stages · Household Consumer Patterns Custom Intent*
Income · Education · Employment
Relationship Status · Homeownership Remarketing
Videos · Website · Similar Audiences

Customer Match*
Email · Address · Phone · Similar Audiences
Marketing Ad Recall & Brand Awareness
objective
Consideration & Brand Favorability
Purchase Intent / Website Actions / Offline Action
Power your Prospecting campaign with Affinity
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Audiences

Affinity Audiences Insights tool

Affinity Audiences let you reach tribes of
Don’t know where to start? Get
people based on what they are
the top 10 affinity audiences
passionate about - from technophiles to
based on your client’s converter
fashionistas
list in Google Ad’s Audience
Insights tool

Then, combine with our range of demographic targeting options

Gender Age Parental Status

Female 18 - 24 55 - 64 Parent
Male 25 - 34 65 or more Not a Parent
Unknown 35 - 44 Unknown Unknown
45 - 54
Use Machine Learning to Find Similar Audiences
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Know exactly what you want? Not sure where to start? Looking for suggestions?
Drive Sales with Google or your own Audiences
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In-Market Audiences Custom Intent Remarketing Audiences

Target intent categories Target niche purchase interests Connect with your website
visitors
Buckets of products and services Make your own in-market
of users looking to buy - take audiences with keywords and Home Page Visitors
advantage of dynamic demand URLs or use our 000s of Product Viewers
(eg. Apparel, Consumer auto-generated ones Cart Viewers
Electronics) (eg. Smartwatch, Denim Jacket) Product Buyers
App Users
Use Responsive Display Ads to reach 100% of our
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inventory and to adjust your message and offers easily

Use your biggest asset: Feeds
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focuses on recommending focuses on remarketing and

products and acquiring new lifetime value - maximising value
users, using predictive of existing visitors and
algorithms to tailor ads to customers
user’s recent interests
Use local solutions to drive footfall into you stores -
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especially for last minute shoppers

Location Extensions Local Catalogue Ads

Connects with
Connects with LIA feed
Google My Business
Add Smart Bidding based on your Goals on top
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Maximize Target Target

conversions CPA ROAS
Performance Display for Retail
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Gmail Ads,
Build Awareness Responsive Ads Affinity Audiences

Responsive Ads &

Influence Consideration Discovery Similar Audiences

Dynamic Responsive Remarketing & Intent

Drive Sales Ads Audiences

Drive Footfall Local Ads Any audience

Timing is everything: Plan your display campaigns
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PREPARE PUSH REMARKET

(Now) < 4 weeks >1 day

1 2 3 4
Plan your holiday Launch your Adjust & Optimize Post-holiday-sales
campaign “Now” seasonal campaigns

Set up timelines and Start a few weeks before Update your assets Use learnings from
prepare your assets. the high season to give during the campaign to holiday season to
your campaigns time to align with your offers advertise for shoppers
ramp up and drive brand regarding the special with gift cards.
awareness. dates (Singles Day, Black
Friday) and use the
results of the brand lift
studies to optimize your
campaigns constantly.
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Adjust your display campaigns during the holiday season

Nov 11 Nov 16 Dec 2 Dec 6 Dec 24
Singles Day Black Cyber St. Nicholas Christmas
(China) Friday Monday Day

Black Friday &

Singles Day Christmas offers Post holidays offers
Cyber Week

Start early to reach

customer in the upper Discovery Campaigns / Gmail
funnel

Start early to optimize

performance up to the Smart Display campaigns
sales peaks

Increase bids for last

L. Extensions & Local Catalogue minute shoppers

Increase bids for last minute shoppers

Remarketing 180 days all round On Remarketing
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Summary/ Next Steps

1. Use performance orientated display campaigns to hit your holiday target
2. Check the brilliant basic campaign structure before starting your Display
strategy
3. Use your audience data & feeds to tailor your ads to your customers
4. Start early to reach customer in the upper funnel with Gmail and Discovery
Ads
5. Fully Automate your campaigns with Smart Display with a streamlined
audience management, simplified ad creation & testing and smart bidding
6. Use Responsive Display Ads to reach 100% of our inventory and to adjust
your message and offers easily
7. Remember Plan - Push - Remarket during Holiday Season
Appendix
 Prepare-Push-Remarket all your offers
PREPARE PUSH REMARKET
Check all your assets, tags, feed and set-up Capture Market Share with After capturing new customer list from peak
before entering the peak season Discovery Campaigns marketing pushes, use audience strategies

Prepare your audience strategy for all Aggressive Remarketing on Aggressive Remarketing to new lists and
promotions and christmas offers including new offers old lists Via Dynamic ads and Discovery
burst campaigns Campaigns
No Frequency caps to any
Start testing campaigns & strategies much campaigns Benefit from Smart Display Campaigns
in advance that require learning period eg Automation post peak period
Smart Display Campaigns and Target CPA No campaigns budget limited
Similar audiences to reach qualified new
Get creatives approved before the launch Intent Audiences to drive customers
of the campaigns acquisition

Benefit from automation throughout the

holiday season

OCT NOV DEC