how to set up gdn campaigns

B i i th S i f S h t th A t f Di l

How to set up campaigns for the Google Display Network? Bringing the Science of Search to the Art of Display

14.10.2010

Google Confidential and Proprietary

Ensuring that you take the best approach

How can I optimize for performance?How can I measure my

results?

How many keywords and o a y ey o ds a dad groups should I have?

What type of targeting should I use?

How do I select Placements, Categories or Keywords?

What tools can help me plan effectively?

Categories or Keywords?

Google Confidential and Proprietary2

Display Advertising with Google – Agenda

The Google Display Network• Overview & Goals

Ad Creatives• Text, Display, CTP Video

Bidding• CPC vs. CPM

Putting it into Practice• Set Up

• Measuring & Optimizing GDN Campaigns

References and further information

Google Confidential and Proprietary 3

References and further information

The Google Display NetworkO i & G lOverview & Goals


The Google Display Network

TargetableRelevant Measurable

Key Facts Top Partners

• > 2.8 M Unique Visitors / Month

• > 75% Internet Reach• 1000s of Websites


Users are reached in the relevant Environment.

The Google Display Network:Presence on premium sites with large reach…Presence on premium sites with large reach…


Premium Sites

… and on themed Niche Sites


Premium Sites Niche Sites

Be present where your target group is

städtereise Städtereise-Blog Reiseseite

Hotelbewertungenhotels berlin Sehenswürdigkeiten


Google-Search Google Display Network

Possible Goals of Display Campaigns – Examples

Emotion

Conversions InnovationConversions Innovation

Search- &WebsiteTraffic

BrandTraffic

Interaction


Different Targeting Options for different goals

Branding Direct Response

1. Placement

2 C t3. Contextual

2. Category

Handy

DSL

Musik

Urlaub


VersicherungFood&Drink

Ad CreativesT t Di l CTP VidText, Display, CTP Video


Google AdWords Ad Formats

Text Ads Image Ads

Click-to-Play Video Ads


Standard Creative Formats and SizesSk Wid SkLeaderboard (728 x 90)

Banner (468 x 60)

Skyscraper(120 x 600)

Wide Skyscraper(160 x 600)

Banner (468 x 60)

Square (250 x 250) Medium Rectangle (300 x 250)

Small Square(200 x 200)

Large Rectangle (336 x 280)( 00 00)


http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=97526

Tip 1: Make sure to build your creatives to comply with our Specs & Policies upfrontwith our Specs & Policies upfront

No Trick to Click max 50k File Size

Google AdWords Image Ad GuidelinesGoogle AdWords Image Ad Guidelines

Must be „Famiy Safe“ max 30 sec Animation Length


Tip 2: Evaluate use of Display Ad Builder


Customize all images, background & font colors, call to action text, and logos

BiddingCPC CPMCPC vs. CPM


Your bidding options

Smart

CPCCPM Automatically lowers bids based on expected

Pricing

Focus: TrafficFocus: Visibility

bids based on expected performance on the respective page


Different bidding methods for different goals

CPC CPCCPM CPM CPCContextualtargeting

Category targeting

Placement targeting

Category targeting

Placement targeting

Branding Direct Response


Putting it into PracticeS t O ti i i GDN C iSet-up, Optimizing GDN Campaigns


1. Placement Targeting

1 Pl1. PlacementPossible Campaign Goals

2. Category

• Reach• Presence on defined Sites• Branding• Awareness

B d A i ti3. Contextualg y • Brand Association

• Brand Recognition• Drive Search Volume• ...

Handy

DSL

Musik

Versicherung

Urlaub


Food&Drink

1. Set up a Placement Campaign...

1. Choose Targeting

2. Choose Bidding


Implement Placements


Choose placements with Google Ad Planner

Massive scale• Millions of data points• 40+ countries 20+ languages40+ countries, 20+ languages

Increased visibility• Audience discovery• Visibility beyond the most common sites

Publisher Center• Publisher data contributionsPublisher data contributions• Publisher shared Google Analytics data for

traffic statistics

Fast executionFast execution• Extensive research in just minutes• Create media plan in few simple clicks


Find more information on www.google.com/support/adplanner/

2. Category Targeting

PlPlacementPossible Campaign Goals

• Targeted Reach

2. Category

Targeted Reach• Presence on defined

Verticals• Awareness• Drive Website Traffic

D i S h V lContextualg y • Drive Search Volume

• ...

Handy

DSL

Musik

Versicherung

Urlaub


Food&Drink

Choose From Over 1750 Topics and Sub-Topics

40+Luxury Auto Sites Automotive >> BMW

Automotive >> LexusAutomotive >> Mercedes-Benz40+ auto sub-categories

Personal Travel Sites Travel >> Adventure Travel

20+ travel sub-categories

Travel Adventure TravelTravel >> Air TravelTravel >> Vacation Destinations

20+ Shopping sub-categoriesShopping >> Luxury GoodsShopping >> Gems & Jewelry

Luxury Goods

20+Golf Sites

Sports >> Golf


20+ sports sub-categoriesSports >> Golf

Set up a Category Campaign...

1. Choose Targeting

2. Choose Bidding


Implement Categories via AdWords Editor

Google Confidential and Proprietary 27http://www.google.com/support/adwordseditor/bin/answer.py?answer=156178

3. Contextual Targeting

PlPlacementPossible Campaign Goals

• Highly Targeted Reach

Category

Highly Targeted Reach• Presence on defined

Themes• Drive Website Traffic• Drive Search Volume g y

3. Contextual• Drive Conversions• ...

Handy

DSL

Musik

Versicherung

Urlaub


Food&Drink

How Your Ad Is Matched To A Publisher

Ad Matching

Text AdsKeywordsp

2 Text AdsKeywordsp

31 Text Ads KeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleA

d G

rou Keywords

Negative KeywordsGeo TargetsLanguage TargetsAd ScheduleA

d G

rou

Ad

Gro

up

KeywordsNegative KeywordsGeo TargetsLanguage TargetsAd Schedule

Text AdsKeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleA

d G

roup

4 Text AdsKeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleA

d G

roup

5 Text AdsKeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleA

d G

roup

6

Text AdsKeywordsNegative KeywordsGeo TargetsG

roup

7 Text AdsKeywordsNegative KeywordsGeo TargetsG

roup

8 Text AdsKeywordsNegative KeywordsGeo TargetsG

roup

9


Language TargetsAd ScheduleAd



29

Think of Content Ad Groups as Search Keywords


Define Contextual „Themes“ and set up Keyword AdGroups

Keywords should describe a theme which is also the theme of the sites where you want to position your Ads

f iferienurlaubreise...

Direct

wiener staatsoperwien

Complementarywienoper...

fernbeziehungliebepartnerschaftAudience


...

Finding Ad Group Themes: Wonderwheel


Keyword Building: Defining Your Ad Groups

Create new ad group “Croatia

Cast A Wide Net:Tight Keyword List:


g photels” Many Ad Groups ensure

you target more interested users

Very specific keyword lists avoid targeting ambiguity

NEW! Contextual Targeting Tool

yoga mats


Will be located under “Opportunities” in AdWords


Start Your Campaigns & Optimize


Optimize Your Campaigns!Placement – Category - Contextual

Placements

Recurring process (e.g. every week)

with separate bids

Start campaigns(1 2 k )

Networks Tab Exclude placements(1-2 weeks) placements

Book placements to separate campaigns


Use the AdWords „Networks“ Tab („Werbenetzwerke“) to identify Optimization Opportunities


One last thing:Enhanced Online Campaigns...

CampaignsCampaigns: p g

New!Keywords

Placements

+Keywords Placements / CategoriesAd Groups:

Content Network

Content Network

Networks:

Now: A single online campaign type to manage all search and content


network advertising.

Create Enhanced Online Campaigns by optimizing your Content Campaigns1. Use keywords to further refine targeting on placements you select.

Placement: CNN.com

Page Content: technology news, techtechnology news, tech marketing, online video, paramount


Result: target just technology pages on CNN.com.

Create Enhanced Online Campaigns by optimizing your Content Campaigns2. Use placements to further refine targeting on automatic placements.

PlacementsKeywords

Pages Matching Your Keywords

Pages on Placements You Target

• Use keywords to contextually target the entire content network• Set placement-level bids for contextual matches on individual sites


GDN Resources & Further Info


Best Practices & Tips to

Second Edition July 2010

Best Practices & Tips to Maximize Your ROISecond Edition – July 2010

43

GDN Best Practices Summary: Top 10 tipsIf you remember nothing else, remember these 10 best practices…

Build a strong foundation: Set your campaigns up for success from the start1. Optimal Targeting types: Use Keyword targeting for ROI and Placement targeting for branding p g g yp y g g g g g

2. Divide and conquer: Manage search and content campaigns separately to customize content keywords, placements, bids, and budgets

3. Track conversions: Set up Google conversion tracking before running a content campaign

Guide your consumer: Make it easy for people to respond to your offer44. Drive action: Use call-to-action phrases in your ad to reference a desired action post-click

5. Customize: Link your ad to customized landing pages that match the information in your ad

6. Remove distractions: Provide an easy path for users to purchase or receive the product or offer in your ad on the landing page

Track, tune, and prune: Monitor performance and adjust along the way, , p p j g y7. Evaluate: See where your ads are showing in the Networks tab in your account or with a Placement Performance Report (PPR) and spend

more time evaluating sites that make up 80% of your spend

8. Extend: Note where your ads are performing well and create similar ad groups and placements to reach additional high potential areas ofthe network

9. Refine: Decrease bids on poor performing placements, exclude undesired placements, and add negative keywords to refine targeting

10. Auto-pilot: Use Google's Conversion Optimizer to automatically manage bids and spend at the site level to reach your CPA goal

44

Videos on YouTube further explain GDN

Google Confidential and Proprietary 45http://www.youtube.com/user/GoogleBusiness

US Display Network Overview & Future of Display

www.google.com/adwords/displaynetwork/


www.google.com/adwords/watchthisspace/live/

Thank You!Q&A


how to set up gdn campaigns

Documents

cpmgoogle confidential

informationgoogle confidential

ctp videogoogle confidential

large reachgoogle confidential

video adsgoogle confidential

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small square200 x

wide skyscraper160 x