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Optimize or Die
Presented by : Lukas Mehnert
Adwords – Google Display Network
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About KenticoKentico is based in Brno, Czech Republic. Founded in 2004 by CEO Petr Palas, it has been fully profit-funded throughout its history. Kentico is a Microsoft Gold Certified Partner.
QUICK INTRODUCTION
34
150
continentsofficesemployees
1001,0007,000
25,000
countriespartnerscustomerswebsites
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INTEGRATED MARKETING SOLUTION
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Creativity
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Before i run a Display campaign:
Intro
I start a Search Network campaign and optimize it to discover negative KWs.
Presented by : Lukas Mehnert
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Where to find placements:
Level 1
3 Examples: Download your and your competitor’s backlinks
Presented by : Lukas Mehnert
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Where to find placements:
Level 1
Go to Analytics > Acquisition > All Traffic > Referral Traffic
Search for high converting backlinks
Presented by : Lukas Mehnert
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Where to find placements:
Level 1
Search for similar websites where you want to appear
Presented by : Lukas Mehnert
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Focus on niche websites:
Level 1
Less users but much higher interest
Presented by : Lukas Mehnert
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If you don’t know if a site is using Adsense:
Level 1
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Rotate your ads indefinitely:
Level 2
Presented by : Lukas Mehnert
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Rotate your ads indefinitely:
Level 2
Presented by : Lukas MehnertIf you are starting new text ad tests and have enough traffic, you can pause the old one (the first winner ad). Because the old one already has some historic data
Presented by : Lukas Mehnert
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Splitting your ad groups:
Level 3
Split your ad groups into banners and ad texts
Create Display Ad groups per targeting method Presented by : Lukas Mehnert
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Bidding and Ad position:
Level 3 – Source: 1
you're not bidding for position, you're bidding for impression sharePresented by : Lukas Mehnert
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Control your relative CTR:
Level 3
Try to get higher than one
Presented by : Lukas Mehnert
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Control your relative CTR:
Level 3
Try to get higher than one
(1.06%)/(x) = 0.8x1.06/0.8 = xx=1.325%by : Lukas Mehnert
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Optimize your placements - but be exact
Level 5
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Placement Optimization:
Level 4
Impressions < 1500, Conversions (1-per-click) = 0: Lukas Mehnert
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Placement Optimization:
Level 4
Cost per Conversion > 1,3 x CPA goal
: Lukas Mehnert
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Optimization:
Level 4
Start with the highest Impressions and search for low CTR pages(<0.1%)
: Lukas Mehnert
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Ad Optimization:
Level 7
: Lukas Mehnert
Crazy! A is winning against B
with 74,5%!
Eventually they will realize that we
only have 10 visitors a day
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Ad URL Optimization:
Level 6
www.example.com example.com www.example.com/test example.com/testtest.example.comtest.example.com/CTAexample.com/CTAwww.example.com/CTActa.example.com/test
: Lukas Mehnert
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Level 6
: Lukas Mehnert
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Ad Optimization:
Level 6
You can still use ™, ® and © which will boost your CTR:http://www.tamasoft.co.jp/en/general-info/unicode.html
Use f.E: �
: Lukas Mehnert
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Ad Optimization:
Source: 2
Conversion Performance –track view-through conversions which throws another wrench in understanding the performance of your display campaigns. View-throughs typically have a much lower value than click conversions, but it’s up to you and your business to determine their value
: Lukas Mehnert
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Ad Optimization:
Level 7
: Lukas Mehnert
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Ad Optimization:
Level 7
: Lukas Mehnert
Now B is our winner
: Lukas Mehnert
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Profit per Impression:
Level 7
: Lukas Mehnert
PPI = break even point – cost per conv. / total impressions (in thousands)
: Lukas Mehnert
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Ad Optimization:
Level 7
: Lukas Mehnert
Lets have an example:You need to know how much your item costf.E:10 dollarsPhysical costs are 3
Your break even point is 7 if you have no other costs
So if your cpa costs are higher than 7, you make no profit
: Lukas Mehnert
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Display Sitelinks:
Level 7
Call sitelinksLocations sitelinks
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Do not add Topic categories – try to be as specific as possible
Level 8
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Exclude display network categories
Level 8
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Or this could happen to you:
Level 8 – Source: 3
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Use frequency capping
Level 9
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Searching for new possibilities
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Trying and testing … and testing and trying
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How to avoid games and apps:
Level 10
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But thats not all:
Level 10
adsenseformobileapps.comappspot.comanonymous.googlemail.google.com
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INTEGRATED MARKETING SOLUTION
http://bit.ly/campaign-specialist
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Thank you very much
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Sources:1: http://searchenginewatch.com/sew/how-to/2157222/definitive-guide-adwords-display-targeting2: http://www.searchenginejournal.com/many-ways-can-optimize-google-display-campaign/95119/3: Websiteboosting: Ausgabe 13 - Seite 35