Advertising For Agencies Webinar

Advertising for Agencies Webinar An Introduction to the AdWords Platform

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Google Advertising Webinar Agenda

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Moving Online During a Down Economy

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Google’s Online Advertising Solutions • The reach and flexibility of the Google Network • YouTube and TV ads • Key AdWords features

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The Google Agency Team and the Jumpstart Program

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Moving Online During a Down Economy

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Online Advertising Trends 66.5% of marketers plan to increase their online spending in 2009 41% Online Consumer Time

The Opportunity

7% Online Spend

Gap between ad spend and media consumption

Media Consumption

Total US Advertising Spend

34 hours per week

$307 Billion

Source: Time analysis from “Media Consumption Patterns” JupiterResearch (May 2007); Advertising spend from Universal McCann (June 2007) and eMarketer “US Online Overview” (Oct 2007); Google internal estimates; eMarketer’s Search Ad Spending article April 2009

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Google’s Global Platform • #1 global Internet property with 76% reach of Internet users • #1 in search in US and globally • Largest global advertising network • #1 video site YouTube in US • Innovative offline ad platforms (TV)

Example content network and search partners:

Note: Data represents Google Search and Content Network, including Google properties; Sources: comScore Media Metrix (May 2008); comScore custom analysis

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Connecting with Consumers Online Reach consumers online as they….

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Connect with users when they search

Search Solutions Your Official Site For All of Your Consumer Needs & More. Start Now!

www.companyA.com

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Connect with users when they research

Content Network

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Connect with users when they pursue interests

Placement Targeting Want to target foodies? • Foodnetwork.com • Recipes.com

Run ads on specific sites based on psychographic & demographic audience criteria Google Confidential and Proprietary

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Image Ads: Static and Animated Example Ad Formats (Ads have been scaled to fit page)

Ad Formats

728 x 90

File Format = Animated GIF & Flash Ads (.SWF)

468 x 60

Sizes – 4 IAB Standard Sizes: 1. Leaderboard 300 x 250

2. Banner 3. Square (250x250) 4. Medium Rectangle (300x250)

120 x 600

5. Skyscraper (120x600)

160 x 600

6. Wide Skyscraper (160x600) 250 x 250

* Please note that images are not shown to scale.

7. Large Rectangle: 336 x 280 (not pictured)

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Advertising on YouTube and TV

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Why YouTube? YouTube is the world's largest online video community that allows people to discover, watch, and share originally created videos • Mass Reach: 300M unique users in Dec’08; 4th largest Internet destination • Audience closely mirrors the demographic of the overall US online population • Ability to drive awareness with high-profile placements • Ability to rally engaged community around your brand/company message

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Many Ways To Engage The Community Homepage Ad

Promote Your Video ad

Brand Channel with contest

InVideo ad and companion display ad

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A Fresh Approach to TV Ads A fully integrated, end-to-end digital system for buying, selling, measuring, and delivering TV ads Key Characteristics

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Flexible: Better Optimization Adjust campaigns on the fly with a few clicks of the mouse

Accountable: No Make Goods, No Bundling Advertisers pay only for impressions delivered Measurable: Near Real Time Reporting Second-by-second viewership data within 24 hours

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Efficient: All-Digital Workflow Access 96 national networks through a single interface

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Strong National Footprint Over 14 million households via Dish Network partnership

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Google TV Ads Inventory

Inventory Status • Over 14MM households • Reaching all markets • Quality programming across 96 networks and all dayparts, no remnant

• Inventory expansion plan underway

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Manage Everything in one Place

• Accountability Track your ROI • Flexibility Alter campaigns easily • Control Set or change your budget

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Regional and Local Targeting Region

City

Radius

Set borders

Country, Regional, and City-level Targeting • Reach customers searching for results in geographic areas you choose

Customized Targeting • Reach customers searching for results in an area you define

Language Targeting • Reach users searching in a specific language, wherever they are* *Advertiser is responsible for translating ads into selected languages.

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Campaign Reporting

• Insightful reports to help you determine what’s working and what’s not • Easy-to-use interface for quicker report generation • Customizable and deliverable reports to make reporting easy and efficient Google Confidential and Proprietary

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Google Analytics: Insights That Matter Why and at what point are visitors abandoning my client’s website?

Where are visitors coming from?

• quick to set up • easy to use • free

Which keywords are converting the best?

How can I make my marketing campaigns more effective & accountable?

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Add’l Agency-focused Tools and Programs • My Client Center (MCC) • Google Advertising Professionals program • API • Agency Toolkit http://www.google.com/agencytoolkit/

• Ongoing online agency trainings http://www.google.com/events/nationalagency/descriptions.html

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Google Agency Team Jumpstart Program

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The Google Agency Team We understand that the needs of agencies are different from those of end clients. That’s why we’ve created a specialized Google Agency team focused on supporting agencies.

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Agency Support All agencies managing client accounts will have access to client support contact information and an agency-specific starter kit. Jumpstart Service A getting started service for agencies that meet a monthly spend level for each client they manage.

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Thank You!

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