layer google adwords' display network features & find success
DESCRIPTION
Presentation from HeroConf 2013 in Austin, TXTRANSCRIPT
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Layer Google AdWords’ Display Network Features & Find Success
WHAT IF THEY SEE YOU? DISPLAY ADS EXPLAINED
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John A. LeeManaging Partner of Clix Marketing – search marketing agency specializing in PPC, display advertising and social advertising. In the search game for 7 years. Articles have appeared on Search Engine Watch, Clix Marketing Blog, PPC Hero, SEO Boy, Website Magazine, Wordstream Blog and more.
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How to Rock e-Commerce on Google’s Display Network
Step 1 Throw some keywords in an ad group. Call it a Contextual Campaign.
Step 2 Put your 3 favorite websites in an ad group. Call it a Placement
Campaign.
Step 3 Launch. Then take a nap.
…My Work Here is Done.
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WRONG!Google’s Display Network is like an onion. It has layers.
You must understand the layers and apply them together for optimal targeting.
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GDN Ground Rules
Segmentation is key.
Use text and image ad creative.
Yes, ad position is still a factor. Text ads typically show in a block of 3. Position 4 or higher? Fewer
impressions.
Image ads always register as position 1. Don’t let this fool you.
Target a placement? Increase the bid.
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Contextual TargetingGDN FEATURES
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Contextual Targeting
• Great for prospecting new visitors/customers
• Group keywords thematically to target your products & services
• Get granular!
• Layers to build on:
• Demographics: Age, Gender
• Device Segmentation
• Site & Keyword Exclusions
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Placement TargetingGDN FEATURES
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Placement Targeting
• Great for prospecting new visitors/customers
• Find Placments:
• Placement performance reports, Placement Tool, AdPlanner
• Just target the placement. Or…
• Layers to build on:
• Demographic: Age, Gender
• Keywords
• Device Segmentation
• Test performance at domain level vs. specific URLs
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Topic / Category TargetingGDN FEATURES
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Topic / Category Targeting
• Great for prospecting new visitors/customers
• Select relevant topics & categories from Google’s lists
• Layers to build on:
• Demographic: Age, Gender
• Keywords
• Device Segmentation
• Exclusions
• **For topics & categories, this is a MUST**
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RemarketingGDN FEATURES
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Remarketing
Remarketing!!!
Visitor Who Abandoned
Cart
New Product for Previous Customers
Visitor Who Browsed
Product X: No Purchase• Great for closing the conversion loop, customer
retention, and more…
• Segmentation is KEY• Remarket to visitors who do not convert
• Remarket to previous customers for repeat business
• Segment products, categories, on-site actions, etc.
• Tag ENTIRE website. Create audience segments using URLs within AdWords or Google Analytics
• Layers to build on:• Demographics: Age & Gender
• Placements
• Keywords (hyper targeting)
• Device Segmentation
• Exclusions
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Exciting Stuff We Can’t Talk AboutGDN FEATURES
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Try Out These Exciting Betas
• Beta #1
• Beta #2
• Beta #3
• Beta #4
• Contact your Google AdWords rep & ask!