Google Co-op
2016 Google Display Network Package
Google Co-op
Package Focus: Drive website traffic
This package leverages Google Display Network (desktop and mobile) including standard
display and remarketing tactics focused on driving traffic to Partner’s website.
Google Display
Network/mGDN
Partner website
Partner mobile site
(if applicable)
• Package features audience targeting to drive awareness among likely seasonal travelers:
-Fall: Food & Wine Tourists, Luxury Travelers and Weddings/Romance
-Winter: Winter Weather Escapees, Luxury Travelers and Golf Enthusiasts
• VISIT FLORIDA, Google & SapientNitro will monitor, optimize and report on campaign
activity as well as deliver a comprehensive campaign wrap-up report.
• VISIT FLORIDA’s match is 50% for this package
GOOGLE DISPLAY NETWORK
& MOBILE GDN
Targeting
*Remarketing based on users
who have previously visited
Partner website.
Geo-targeting based on Partner
discretion; must exclude Florida.
EST Impressions
EST Clicks
Avg. Partner Cost Per Click
% of Budget
Standard Display
Remarketing*
Targeting parameters apply across all platforms and are based
on likely seasonal travelers for Fall and Winter.
• Geo-targeting: Partner selects 5-10 DMAs
• Demo-targeting:
 Food & Wine: Adults 35+
 Luxury Travelers: 18+
 Weddings: Women 25-34
 Escapees: Adults 55+
 Golf Enthusiasts Adults 25+
• Affinity Audience targeting:
 Winter: Winter Weather Escapees, Luxury Travelers
and Golf Enthusiasts
 Spring: Family Vacationers, Beach Bound, Weddings
6.5M
2.6M
13K clicks
5.2K clicks
$0.75
$1.00
65%, $9,750
35%, $5,250
*Remarketing estimates are subject to Partner’s audience size list. Additional tactics such as Similar Audiences and Video Remarketing might be used if
needed to reach budget goals. Note: Estimated metrics based on historical campaign performance and may vary based on actual campaigns
Google Co-op
Package Focus: Drive website traffic
PARTNER COST:
TOTAL MEDIA VALUE:
$10K
$15K
VISIT FLORIDA’S INVESTMENT: $5K
Campaign
Start Date
Campaign
End Date
Commitment
Date
Assets Due
Date
Affinity
Group
Audience
1/1/16
2/29/16
12/8/15
12/15/15
Winter
2/1/16
3/31/16
1/8/16
1/15/16
Winter
3/1/16
4/30/16
2/1/16
2/15/16
Spring
4/1/16
5/31/16
3/1/16
3/15/16
Spring
5/1/16
6/30/16
4/1/16
4/15/16
Spring
SPECIFICATIONS:
• All web elements will feature a VISIT FLORIDA presence (logo) and will click to the
Partner’s website.
• All media buys, and account management will be coordinated and executed by VISIT
FLORIDA, SapientNitro and Google.
• Landing page on Partner’s website to be managed by Partner.
• Remarketing specs:
• Partner must agree to generate a remarketing pixel to be placed on Partner
landing page (website).
TARGETING DETAILS:
• Partners can select desired audiences from the affinity audiences provided (one, two or
three).
• Geo-targeting: Partner to select 5-10 DMAs (Excluding Florida)
• Device Targeting: campaigns will be set up to run against Desktop and mobile unless
specified by the Partner.
PERFORMANCE DETAILS:
• Targeting groups and campaigns will be optimized for Click Through Rate for standard
banners.
• KPIs are based on the model of which media is purchased: GDN = clicks
• Impressions are subject to CTR and might be impacted based on performance; the
higher the CTR, the lower the impressions.
• Partners privy to engagement and conversion activity on site.
Google Co-op
Package Focus: Drive website traffic
ASSETS REQUIRED:
•
A maximum of 3 creative versions is accepted per unit (one per each targeting
audience group).
GOOGLE DISPLAY NETWORK
• 300X250 Animated gif/static banner
• 728x90 Animated gif/static banner
• 160x600 Animated gif/static banner
• No Flash
MOBILE GDN
• 320x50 static banner
• *Site must be responsive, otherwise impressions can be reallocated
towards GDN
For questions regarding required assets, contact Katherine Oporta: koporta@sapient.com or Daniel
Manichello: dmanichello@sapient.com
Visit the Online Marketing Planner at
VISITFLORIDA.org/planner to explore all of our
advertising opportunities and marketing
programs.
Call: (850) 205-3815
Email: adsales@VISITFLORIDA.org