2011 Benchmarks from Google Display Network

Earlier this year we released the first evidence of how effectively the Google Display Network performed for advertisers in the UK. Now we are updating these benchmarks to include all data from the first half of 2011. The results continue to support our belief that outstanding display performance comes from combining the best technology with the largest inventory pool in the market. Powered by technology like Keyword Contextual targeting, the GDN is now delivering an average click-through-rate (CTR) almost six times better than the industry average.

UK Performance Benchmarks
Average CTR Google Display Network Total Keyword Contextual Targeting Remarketing Interest Category Targeting Topic Targeting Placement Targeting DoubleClick Benchmark Average CPC Average CPM % of Total Clicks % of Total Spend

0.40% 0.57% 0.18% 0.15% 0.11% 0.17% 0.07%

0.12 0.09 0.40 0.19 0.27 0.29

0.47 0.49 0.74 0.28 0.31 0.51

100% 85% 3% 1% 5% 6%

100% 62% 11% 2% 10% 14%

GDN Benchmarks Source: Google internal data. Results are average across all Display campaigns on the Google Display Network for H1 2011. Individual, well managed campaigns can strongly exceed these benchmarks. DoubleClick Benchmark Source: 2010 Year-in-Review Benchmarks. Benchmark across all DoubleClick image, flash and rich media campaigns.

Key Observations
Keyword contextual targeting drives incredible results with an average CTR eight times better than the DoubleClick industry benchmark. Low CPCs mean advertisers see considerable reach and efficiencies through targeting relevant content. Remarketing with Google continues to deliver strong performance for advertisers. We typically see 84% of an advertisers remarketing list within a month. Combined with an average CPC of only 0.40, advertisers are able to achieve great value in audience targeting. This year also saw the launch of Interest Categories, the latest in our suite of audience targeting types. Advertisers can now easily achieve scale across 1500+ audience interests at an average cost of 0.19 per click. Overall, the average CTR has increased 43% since the end of 2010. Both by targeting type and at an aggregate level, these benchmarks show the Google Display Network continues to deliver reach and relevance at phenomenal response rates.

About the Google Display Network

The Google Display Network delivers measurable performance for your online display advertising. It achieves this by harnessing market leading Google targeting technologies to find the most engaged audiences, placing your ads on the most relevant pages and achieving performance at scale.

Reach
The Google Display Network is the UKs largest ad network. With 84% reach of the online population, the Google Display Network reaches more people than any other network and sees them more regularly. The average UK consumers visits a site on the Google Display Network once every 15 minutes.

Targeting Technology
Finding the right audience across millions of websites can be difficult. The Google Display Network lets you put your message in front of potential customers at the right place and at the right time with powerful Google targeting technology.

Context
Keyword Choose specific keywords and let our technology find the right web pages Topic Choose form over 1700 topics to target across the Google Display Network Placement Use the DoubleClick AdPlanner to handpick sites for your campaigns

Audience
Remarketing Serve ads to users that have visited your site Interest categories Choose from over 1000 categories to show ads to people based on their interests Demographics Find your audience based on demographics, such as age and gender Similar users Show ads to users similar to people on your remarketing list

Formats
The Google Display Network accepts most of the IAB standard ad format sizes, including text ads. If you dont have display creative to hand, there are hundreds of customisable templates for you to create ads for free in the Display Ad Builder (found in AdWords).

Pricing
Googles flexible pricing system ensures that you are always in control of your spending. You can choose from various auction pricing models to deliver the most cost-effective results depending on your budget and goals. You can even set your target CPA using Googles Display Campaign Optimiser.

Tools
DoubleClick AdPlanner gives you the ability to plan your Google Display Network campaigns and delivers powerful audience insights. Our robust reporting tools show you what works best in your campaign like which ads deliver the most clicks and which sites give you the most sales for the lowest cost.

For more information please visit www.google.co.uk/WatchThisSpace or contact wts@google.com