google display network acquisition and retention guide
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Acquire and Retain CustomersThe Google Display Network GuideFall 2012
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Table of contents
Additional resources
Sources cited
Display for performance goals
2.1 Display for the performance marketer
2.2 Reach performance goals with the Google Display Network
2
3
Building a successful campaign
3.1 Targeting
3.2 Creative
3.3 Bidding
3.4 Measurement
4Optimization strategies and best practices
4.1 Use cases and optimization best practices
5 Tie it all together
1 Win moments that matter
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Win moments that matter
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4 The Google Display Network Guide
Here we are, decades later, and the concept
and contextof the advertising experience
has drastically changed. New technological
capabilities, like real-time bidding, dynamic
creatives and auto-optimization, get you to the
right person at the right time. Sophisticated ROI
measurements show you the half thats working
and how you can make the other half work better.
Today Wanamaker would be a much happier man.
Whether youre a Fortune 500 company or a
small-business owner, your customers use the
Internet in almost every aspect of their livesfor
work, fun, shopping, getting information and, of
course, keeping in touch. In fact, the average
American spends two months of their
waking year online1.
Now is the time to take your marketing to the
next level and reach your customers through
the varied online touch points in their day-to-day
lives, not only while theyre searching. Display
advertising gets you there.
For starters, Google Display Network ads reach
people across all types of contentfrom small
niche blogs to sites with millions of daily views.
Regardless of where your audience ison the go,
at work or at homedisplay ads reach them at
the right time with messaging thats relevant to
the content theyve chosen to experience. Bottom
line: Display drives performance.
Dont just get in the display gamewin it.
This playbook shows you how.
Display: The way advertising was meant to work
When the 1900s advertising innovator John Wanamaker famouslylamented, Half the money I spend on advertising is wasted; the
trouble is, I dont know which half,he didnt have what you can get
today: real ROI for your ad dollars.
1.0
With the Google
Display Network, you
can touch the right
customer at the right
moment, all across
the web.
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Display for performance goals
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Reach performance goals at scale
with the Google Display Network
2.0
The Google Display Network reaches93% of all US Internet users, allowing you
to maximize performance goals at scale.
Display advertising on the Google Display Network gives you the
scale to reach the widest possible audience and the exibility to
ne-tune your message by audience. We make this possible by
serving billions of ad impressions on over 2 million websites
daily, and providing the technology to hone in on your
specic goals.You can keep it simple by using text ads, or you cantake advantage of a range of more sophisticated formats, like rich
media adsand beyond. No matter your marketing goal, Google
Display Network makes it easy to win with integrated campaigns.
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7 The Google Display Network Guide
Display for the performance marketer
How display can work for performance goals:
2.1
With smarter technology, more-sophisticated audience-buying capabilities and more ways to connect, displayhas become central to the success of advertising. It can holistically improve your other online campaigns,
increasing conversions across all channels, even oine.
Reach shoppers at the
moment of relevance.
Only about 5%of users time
is spent actively searching3.
The rest of the time95%is
spent experiencing content.
With Googles display targeting
options, you can reach your
specic audience within
that 95%when they are
shopping, browsing and
potentially in the mood to buy.
Supercharge search
with display.
Together, display and
search can supercharge the
eectiveness of advertising.
After seeing a display ad,
customers are 136%more likely
to search for your brand4.
Extend the value of
your search campaigns
with remarketing.
Ninety-six percentof
people who visit a website
leave without taking the
action marketers want them
to take5. Remarketing lets you
court these already qualied
prospects and maximize
the ROI of all campaigns by
winning customers back toyour site.
Customize creative.
Its advertising done smarter.Regardless of channel or
device, you can personalize
your creative to send the right
message to the right person.
But with display, theres so
much more you can do to
customize your creative,
sending the right message to
the right customer.
Manage your
investment
and make changes
in real time.
Our easy-to-use (but highly
sophisticated) measurement
tools show how your
investment is paying o in
real time. You can improve
campaign performance on the
y with incremental changes
that adjust daily execution tomatch your overall strategy.
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2.1
Your consumers are engaged across all digital devices and channels
PC, phones, tablets, social media and videoand you should be too. You
can reach users across these multiple touch points using the Google Display
Network. Set up is easyright in your AdWords account. From planning tomeasurement and analysis, we can save you time and money.
Mobile Desktop Tablet
Wake up
35%of Android/iPhone owners use an
app before gettingout of bed
AM commute
59%of smartphoneowners use mobileweb while waiting
At home
70%of tabletowners use their
devices whilewatching TV
Bedtime
21%of tablet usersuse their tablets while
lying in bed
Lunch
51%of smartphoneowners search for
restaurants
71%of web traffic ison Desktop
At work
Reaching your audience at the right moment
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9 The Google Display Network Guide
2.2
Reach performance goals with the
Google Display NetworkThe Google Display Network makes
it easy to integrate your entire
marketing campaign in one place.
Use display to add relevance to your
search, mobile, video and social
channels. Youll connect with
consumers better because youll
reach them wherever they are, all
across the web.
You can optimize bidding, targeting and creative
for each channel within the Google Display
Network. We help you improve overall ROI byintegrating your marketing across platforms
and devices.
Joannes company makes specialty yoga mats. She wanted to expand their success in search
by launching display ads that would reach young urban yoga enthusiasts.
On desktop, they increased awareness by advertising on lifestyle sitesthat are frequented by their target audience.
On mobile, they prompted interest by creating a campaign promoting
20%-o coupons to people on the go, targeting those who were
actively out shopping for related items.
In social, they spread the word through tell a friend ads: Tell your
friends about the customized yoga mat you just bought and get adiscount on your order. People could also share this oer by clicking
the +1 button directly on the ad.
Andthey topped it o in video with a YouTube campaign that showed
companion ads next to videos that their best prospects and customers
watch, such as those involving yoga classes and meditations.
Illustrative example
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Building a successful campaign
3
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What it takes to win with display
3.0
The best performance campaigns combine ecient targetingwith eective
creative, exible biddingand actionable measurement. Within this basic
script for success, you have lots of options; theres no one-size-ts-all way to
come out a winner. Lets take a look at some specics of how to build a great
campaign to reach your performance goals.
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Targeting
3.1
Targeting is all about reaching the right person at the right moment. This is not
one-size-ts-all for every campaign, but rather takes planning and the exibilityto changejust like with search campaigns. Well start with the basics of setting
up a campaign and move on to ways to target for the best ROI.
To get started with a display campaign, set up a new campaign within your AdWords account. We
recommend that you set up your campaign as display network only to get the precision and control of all
the features of display without interfering with search performance. You can copy your settings over from
existing search campaigns, or make them unique to display.
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Choose your device targeting: Desktops& laptops, mobile devices and tablets
Choose your locations and languages
3.1
Since your customers are using many devices
throughout the day, its important for you to be able
to reach them with optimized ads for those devices.
Targeting by city, state and country is especially useful
for advertisers such as local businesses, retail stores
and auto dealers, who have geographically specic
oerings. Language targeting is a must-have if your
site is in multiple languagesits a great way to
capture additional customers.
For new advertisers, we recommend selecting all devices to show your ads to get the biggest range. If
youd like to get more specialized, you can customize audience targeting and ad creative for mobile andtablets and create separate campaigns.
Step 1
Step 2
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Keyword contextual targeting:
Show ads on sites related to
your keywords
Keyword contextual targeting lets you target
relevant content and show display ads to people
at the exact moment they are readingand
thinkingabout your category. As in search, you
can select relevant keywords and bids. Your ads
are then targeted to relevant pages in the Google
Display Network that relate to these keywords.
With keyword-level transparency, you can see
which keywords are triggering conversions and
which are not. And you can ne-tune accordingly.
Interest categories:
Show ads based on their inferred interests
Interest categories send ads to people who may be
more likely to become buyers based on what they
browse and see online. Our system looks at the
types of pages a user visits and how often they visit
them, then associates relevant interest categories
(such as travel, entertainment and sports) with
that users browser. Its safe to say, for example,
that if someone is looking at Caribbean vacation
sites, theyre interested in travel. Theyll probably
need a plane ticket, a hotel and maybe a car rental.
You can use interest categories to anticipate your
potential customers needs.
Choose your targeting type
3.1
Once youve decided on devices, locations and languages, the next step
is choosing the unique targeting type that works best for your campaigns.
Weve described our targeting types below and how to use them. You can
also combine targeting types to narrow your audience even further.
Note: More targeting types on pages 16 and 17
Step 3
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3.1
Remarketing:
Show ads to users after theyve
left your site
Remarketing reconnects you to people whove
already visited your site, prompting them tocome back. Its like plugging a leaky bucket:
Remarketing can help you plug the gaps of lost
revenue by re-engaging with users that have left
your site without taking the desired action. You
can send a fresh message, tailored just for them,
after they leave your pages. Your ad will appear
on other sites in the Google Display Networka
proven way to engage wandering prospects and
bring them back to close the sale. Streamline
site tagging and optimize remarketing strategies
with the new Remarketing Tagone-time tagging
that gives you maximum exibility for designing
custom remarketing lists.
Your Website
Website in network
Shopping cart
A user visits your website
If the user clicks on your ad, they
return to your site (and can be
directed to take a desired action)
The user visits another site on
the Google Display Network
and is served your ad
How remarketing worksTargeting types (continued)
Dynamic remarketing for retail
advertisers:
Show users personalized creatives of the
products they viewed on your site
Use remarketing to deliver dynamic creatives bylinking your Google Merchant Center feed. Online
retailers using Google Merchant Center can use
Dynamic Remarketing to tailor creative to show
specic products a visitor has viewed. These
advertisers are bringing together all of Google
Display Networks targeting, optimization, bidding
and creative tools to push their ROI as high as
it will go.
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3.1
Topics targeting:
Show ads on pages about specic subjects
This broader form of contextual targeting allows
you to place your ads on pages with similar topics
(like Autos and Vehicles). Since this is contextuallybased, you can use this tactic to get a high volume
of impressions for your topic. Consider layering
topic targeting along with keyword or placement
level targeting to further rene your audience and
reach your performance goals.
Placements:
Show ads on websites that you choose
Choose specic sites where you want your ads
to run. But look out: Placement targeting can cut
down on the number of times your ad is displayed.Use it sparingly, for example when you know for
certain that your best prospects spend a lot of
time on the specic sites youve chosen.
Demographics:
Show ads to users based on their age
and gender
You can get your brand in front of large targeted
audiences based on demographics but also use itas a rening tool. For example, you can combine
demographics with remarketing to show ads only
to consumers of a certain age or gender who
have already visited your site.
Targeting types (continued)
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3.1
These ads work because theyre in the
moment. They are relevant to what
consumers are doing. The Google Display
Network makes these tailored, targeted and
timely connections possible.
You are a hotel marketer, and
its wedding season. Youve got a
honeymoon suite available, and you want
it booked. On Monday a prospect visited
your site but didnt make a reservation.
But because youre advertising on
the Google Display Network, you
have another chance to connect to
her, through remarketing. So now
its Tuesday, and while that same
prospect is looking at a oral site in the
Google Display Network, she sees a
display ad for your hotel that oers a
complimentary nights stay. Youve just
sold the suite: she books immediately.
Now lets say youre a sporting-event
marketer. Its playo time and you need
to ll the arena. You know that your
target audience uses mobile phones
to check on their teams standings and
watch highlights. So you run a mobile
display ad promoting the best seats
for tonights game, and it shows up on
the sports sites where your fans look
up stats. With a simple tap, tickets are
bought and seats are lled.
Re-engage qualiedprospects withremarketing
Reach the rightaudience in the rightcontext with mobile
Example 1: Example 2:
Examples of display ads reaching the
right audience at the right moment
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A creative, simply put, is an ad. On display, this can be text, image, rich media,
video or mobile devices. Designing the right creatives is an integral part of beingsuccessful with display, as they can have a powerful impact on your campaigns.
Know what types of messaging strike a chord with
your customers. Use Google Display Networks
audience data to understand them, and our
creative tools to tailor ads that resonate. You
can even customize your creative according to
users past interactions, such as pages visited and
products browsed.
Make your call to action prescriptive: Tell people
what to doclick now, call today, use this coupon,
complete your purchase. Then, when you think
you have a great ad, test it to be sure your
messaging delivers as youve intended. We give
you everything you need to personalize creative
that sells.
Creative
3.2
Use all ad formats and sizes,including text
Jump on every opportunity to reach your
audience by using a variety of ad formats and
sizes on the Google Display Network. This
will help ensure that youre tapping into the
maximum amount of publisher inventory.
Include a relevant landing page, notjust the home page
Just as you can with search, link your display
ad to a relevant landing page on your website.
There, post more information about the
product or service. And make sure you make
it easy to navigate to conversion/transaction
pages to seal the deal.
Personalize ads to promote productsand services most relevant to that
customer. If youre using remarketing,
match your ads to the content that
users viewed on your site.
Make the most of your creative
Advanced tip
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3.2
Try Display Ad Builder
You can use the Display Ad Builder to create
attention-grabbing ads in just minutes. Its easy.
If you are new to display, our Display Ad Builder
oers a gallery of ad templates you can customize
completely or use as is from a selection of pre-
designed ads created for specic industries.
Choose from a variety of templates, headlines,typefaces and colors. Add to that images, Flash
animations and video. Its your ad; own it by
adding your logo, custom images and color
schemes that complement your branding.
Build creatives on your own
Publishers for sites across the Google Display
Network choose which ad formats and sizes
theyll allow on their pages. Some publishers only
allow certain sizes of formats to appear on their
pages, so we recommend that you create your
ad in all available formats and sizes for maximum
placement options. For a full inventory and specs,
check out this list.
Help center:To search for step-by-step directions to implement
any of the features in this section, visit google.com/support
Creative formats
Choose the option that works best for you to build your creatives.
Creative has
the impactoncampaign performance
than media124x
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3.2
We were wondering: Whats there to learn
from a few of the most iconic ads in the
history of advertising? Can what made
them legendary be brought to life in the
digital age? Can digital advertising be as
evocative and memorable as these famous
ads of yesteryear?
To nd the answers, we teamed up with
the agencies Johannes Leonardo and Grow
Interactive, and the legends who created
those campaigns in the 60s and 70s. We
remixed the ads, bringing them to life in the
digital age with new technologies.
The initiative, Project Re:Brief, is helping
marketers and agencies learn that
campaigns in new media can, in fact, be as
inspiring and compelling as those created
in Mad Mens golden age of advertising.
Good creative tells a story that comes
through despite fragmented, multitasking
audiences using multiple screens. A good
story sells.
www.projectrebrief.com
Imagine what you can do with creative
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Bidding is not a one-size-ts-all strategy. There are several options for
biddingmanual versus automatic, based on clicks, conversions, or even
impressions, depending on your goals. Use this section to get some more
context on the various types of bidding available.
Cost per click (CPC)
If you are focused on getting people to your website, CPC bidding is a good place to start.
Cost per acquisition (CPA)
With this approach you bid per acquisition, or conversion. This is a common strategy
used by e-commerce sites, which are focused on high returns for their advertising
investment.
Cost per thousand (CPM)Referring to the number of ad views, or impressions, this is most commonly used for
brand-oriented campaigns that want more eyeballs on their ads.
Bidding
3.3
Manual bidding options:
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Save time and maximize ROI with automated bidding tools
Conversion optimizer
What
When to use
Requirements
Campaigns in which you want
to automate bidding, but still
have control of targeting.
Optimize
Automates bidding to help
achieve your CPA goals.
Conversion tracking
15 conversions/month
Display campaignoptimizer
This is a really great option for
marketers who want to free up some
of their resources by allowing our
technology to do the heavy lifting
with both bidding and targeting.
Conversion tracking
15 conversions/month
Expand
Maximizes conversions at a set budget
by managing bidding and targeting
automatically. After you provide
creatives, campaign budget and a target
CPA, this tool does the rest.
Enhanced CPC (eCPC)
Modies bidding to
improve chance of
conversions.
Campaigns in which you want to meet
CPC goals and improve the chance of
conversions. This can work well for
customers factoring in view-through
conversion data.
Conversion tracking
Improve
3.3
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Measurement
Harness the potential
of display advertising
by using data to
make decisions.
3.4
The goal of tracking your results is to learn whats working
and whats notand make changes based on data.
If youre just looking for impression or click data
by keyword or placement, we oer transparent
reporting right in your AdWords account. Mostperformance advertisers are looking for more
information to help them make decisions,
especially data about how their display campaigns
directly meet goals like online conversions and
lead generation.
In display advertising, the last clicks dont tell the
whole story. Shoppers may have seen your admany times before they visit your site. And even
then, they might not have clicked directly through
a display ad to get there; they might have come
through another channel. Knowing about theseexposures can help guide your ad strategies and
increase ROI. Dierent types of trackingfrom
simple to complextell you how consumers
interact with your ad.
To help you measure the full impact of every
element of your campaign, we provide several
types of metrics to help you make decisions.
Help center:To search for step-by-step directions to implement
any of the features in this section, visit google.com/support
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Track your display investment
3.4
Conversions (1-per-click)
This metric is good for measuring conversions for unique
customer acquisitions, like sign-ups, because it counts
only one conversion per customer. Conversions (1-per-
click) count every AdWords ad click that results in a
conversion (within a 30-day window). However, if more
than one conversion comes from one persons ad click,
the additional conversions wont count.
Conversions (many-per-click)
This measurement is great for purchases, as it shows
multiple conversions for a single AdWords ad click within
30 days. Lets say that someone clicked on your display
ad and bought a pair of shoes, then returned to the
page through another channel (such as a bookmarked
page) and bought another pair. That would count as two
conversions for that original click.
View-through conversions (VTCs)
VTCs measure assist conversions. An assist
conversion is when a customer sees a display ad, then
later converts on your site. Why would someone use
this as a metric? Display can aect the holistic value of
other campaigns. Looking at view-through conversions
gives you insight into this, and lets you see the lifting
eect that display campaigns can have.
Multi-channel funnels in Google Analytics
Many channels can inuence the sale. Most marketers look at the top of the funnel (views, clicks, opens) and the
bottom (sales, registrations, leads). This means, however, that they are overlooking most of the funnel, where
inuence and research occur. Multi-channel funnels in Google Analytics let you look at interactions across dierent
digital media to show how these channels work together to help inuence sales and conversions.
Multichannel funnels help you evaluate ROI, leading to better optimization and results. And thats exactly the kind
of insight that John Wanamaker was looking for.
Conversion trackingshows how clicks and impressions lead to a desired action on your site.
From within your AdWords account, you can copy and paste a snippet of code to add to theconversion page (e.g. purchase page, thank you page) on your site.
Conversions can show up in three ways in your account:
Many advertisers evaluate CPA and optimize
according to both click-through and view-through
conversions by creating a VTC multiplier when
looking at overall results and making changes.
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Optimization strategies andbest practices
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Heres where it all comes together: Lets look
at ve examples of how you can optimize
your campaign, according to dierent goals.
Well outline some goals to help you get started,
optimize and grow your campaigns. A great
strategy is to build a strong foundation with a
solid ROI, then expand out for more volume. For
example, start out with campaigns types that yield
the highest conversion rates (like remarketing)
and expand out to campaigns that will help you to
scale (like topic targeting).
Optimizing as you go is key, but also keep in mind
that display is an eective tool for attracting new
customers to your siteso be careful about
limiting your campaigns trac by stringent
campaign settings. Your goals may also change
as you introduce new products or services
necessitating strategies for acquiring new
customers and seeking volume.
Use cases and optimization best practices
4.1
Optimizationmanually or through automated toolsis the key to success on the
Google Display Network. To get the most out of your digital investment, actively
manage your display campaigns just as you would your search campaigns.
Use Cases
I want to get started with display.
I want to increase the conversions of userswho have already been to my site.
I want to optimize my campaigns for better ROI.
I want to increase the volume of mydisplay campaigns.
I want to save time and still achieve solidROI with my campaigns.
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How do I reach the right audience?
Just getting started? Try a keyword contextuallytargeted campaign, which shows ads on sites
related to your keywords. Keyword contextually
targeted campaigns on display are set up the
same way as searchcreate ad groups related
to specic themes and input corresponding ads.
Create separate campaigns for displayto ensure that youre getting the best
performance. By separating search and display
campaigns in your AdWords account, you gain
more control and exibilityand youre able to
make changes that only inuence the campaign
that you are intending to change.
How do I choose the right ads?
If youre copying over a search campaign, youshould already have great text ads that you
can use. As a second step, ensure that youre
reaching as wide a variety of placements as
possible by adding in all available image
ad sizes.
Dont know how to create a display ad? TryDisplay Ad Builder, which helps you quickly
create customized ads in an array of sizes.
Which bidding strategy should I consider?
Conversion Optimizer can help you minimize
manual work involved and may be the best option
for you if you have more than 15 conversions inthe past 30 days, since it manages the bidding for
you to get you the optimal amount of conversions.
If youre not eligible yet, use CPC bidding and
remember that you can manage bids at the
keyword level.
How can I measure my campaign
eectively?
Add conversion tracking to your site to learn
which keywords drive the most conversions,
and to make decisions based on that information.
In your AdWords account, youll nd an easy
how-to under the Tools and Analysis section >
Conversions.
4.1
I want to get started with display.1
To get display-only campaigns,you can copy your best performing
search campaigns with AdWords
Editor. AdWords Editor allows you to
make bulk changes for your account
easilylike copying campaignand
upload them right into the AdWords
interface.
Advanced tip
If youre just getting started, this is a great introduction to setting up your rst display campaign,utilizing the targeting type most similar to search: keyword contextual targeting.
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2
4.1
How do I reach the right audience?
Remarketing is a no-brainer for performance
advertisers, since youre re-engaging with
prospects that have already shown interest
by visiting your site. As a rst step, set up a
remarketing campaign with several lists. Forexample, you could target users who have visited
just the homepage in one list, and users that
have abandoned a shopping cart in another list,
so you can tailor the message and promotions
accordingly. For other ideas, see our remarketing
strategy list guide.
How do I choose the right ads?Match your creative to the type of remarketing
list. As in the example above, if you target users
who have just been to your homepage, you could
use a more general message. For users who
abandoned a shopping cart, you might extend a
special promotion or discount.
Which bidding strategy should I consider?
Conversion Optimizer can allow you to get the
maximum number of conversions at a set budget
with remarketing. However, if youre using manual
CPC bidding, bid more aggressively on the user
lists that are the most valuable to you, like thosethat were the closest to a sale and abandoned
their shopping cart.
How do I measure my campaigns
eectively?
At the bare minimum, install conversion tracking
to understand which clicks and campaigns are
converting.
Google Analytics allows a greater depth of data to
analyze and make changes to your campaigns.
Googles new Remarketing Tag can
allow you to use one easy tag across
your entire site for exible and
customized list creation.
If youre already using Google
Analytics, try out Remarketing with
Google Analytics for easy, integrated
remarketing list creation.
Try out new and easier ways to create remarketing lists
I want to increase the conversions of users who have already been to my site.
Advanced tip
If youre a performance-oriented marketer, the next logical step from paid search advertising isremarketing. Use these tips as a guide to setting up your campaigns.
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2476691http://support.google.com/adwords/bin/answer.py?hl=en&answer=2476691http://support.google.com/adwords/bin/answer.py?hl=en&answer=2476691http://support.google.com/adwords/bin/answer.py?hl=en&answer=2476691 -
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Use the new Remarketing Tag:One tag across your entire site
passes values based on specic page
views or user actions. It will save you
time and allow more-sophisticated
list strategies.
Tailor creative to specic
remarketing lists. Personalize
promotions, calls-to-action and
landing pages for each list.
Create user lists based on dierent
combinations of pages visited (for
example, users who have visited a
product page but did not purchase
the product).
Automate bidding with conversionoptimizer. Conversion optimizer is
optimized for users, not just for sites.
When paired with a remarketing,
conversion optomizer on average
yields an 8% decrease in CPA and a
14% increase in conversions.13
Exclude or bid down on poorly
performing placements.
Select a relevant landing page for
each user list (Product/Sign-up/
Contact us).
Shorten membership duration or
target a dierent user segment.
Seven tips for improving ROI for remarketing
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4.1
How do I reach the right audience?
These tips work well for campaigns using
Keyword Contextual Targeting, Topic Targeting or
Interest Categories.
How do I choose the right ads?
Choosing the ad rotation setting optimize for
conversions gives preference to ads that are
expected to perform best.
Which bidding strategy should I consider?
Lower bids or pause poorly performing keywords
or placements.
Optimize display keywords just as you would
for search. Increase bids on high performing
keywords, and decrease bids or pause
keywords that are not performing.
Try the same tactics for placements.
Within AdWords, you can see any site
youve received a click on (it appears as an
automatic placement in the placements
section of the display tab).
How do I measure my campaigns
eectively?
At a minimum, implement conversion tracking
to understand performance. Try multi-channel
funnels in Analytics for more robust reporting.
I want to optimize my campaigns for better ROI.3
The following points outline some great tactics for optimizing toward the bestcampaign performance.
Advanced tip
Another way to improve ROI
is to send consumers to your
most relevant landing pages. Add
URLs at the ad creative or at the
keyword level to send them to the
page that will get that user the best
information. This works especially
well for retail, local and travel
verticals.
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31 The Google Display Network Guide
4.1
Start your campaigns.
Check that your campaignis running within the rst
24 hours. Then look at
the automatic reports
section and correct any
mis-targeting by excluding
placements that appear
irrelevant.
Optimize for conversion
volume and CPA.
Expand on whats
working by adding more
keywords, categories or
placements and pause
whats not working.
Tweak bids: Increase or
decrease bids at the site
level to get closer to your
target CPA
Turn on Conversion
Optimizer once youve
reached 15 conversions.
Optimize for impression
and click volume.
Before changing a bid,
make sure that theres
enough volume to warrant
making a change. Change
bids at the placement or
keyword level after at
least one week of data.
Focus on the placements
or keywords where yourespending the most money.
Leave wiggle room for your
CPA goals. CPA may be
higher in the rst week, as
the system is learning, but
will stabilize after about 50
conversions.
Maintain performance.
For best results, check onyour campaigns at least
once a month to make
sure they are performing
as best they can, while
making small changes
as needed.
1x
Day 1 Week 1 Week 2 Once a month
Optimization calendar for performance campaigns
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4.1
How do I reach the right audience?
There are lots of options for reaching new
customers and increasing volume on the Google
Display Network, while still maintaining ROI. Here
are two good strategies:
Topic targeting: Use broad topics to cast
a wide net. Create a new campaign with
relevant topics, or consider pairing it with
Keyword Contextual Targeting for more
precision. Also consider layering topic
targeting with demographics for more
targeted precision.
To increase volume on an existing Keyword
Contextually Targeted campaign, try adding
new keywords to your campaign. These can
be synonyms of keywords already in your
account, or more generic keywords than you
already have.
How do I choose the right ads?
Leverage all ad formats and sizes (including text).
Youll increase the likelihood of reaching more
prospects by capturing all available inventory.
Which bidding strategy should I consider?
When going for volume, a tactic you can use is
to bid higher to get maximum exposure. Bid up
on particularly well performing placements or
keywords.
How do I measure my campaigns
eectively?
View-through conversions (VTCs) are a great
option for measurement here in order to
understand the holistic value of these higher
volume campaigns.
If youd like to increase volume and acquire new customers, these are somegreat suggestions.
Expand only to new prospects
For a specic promotion,
guarantee that youre advertising
only to new prospects by usinga remarking list that captures
customers that have already
visited your site. Excluding this
list of users ensures that youre
reaching just new customers with
these campaigns.
I want to increase the volume of my display campaigns.4
Advanced tip
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4.1
How do I reach the right audience?
Display Campaign Optimizer can be a great set-
it-and-forget-it tool for optimizing bids as well
as targeting. All you need to get started is ad
creatives and a budget.
How do I choose the right ads?
Include all ad formats (including text) to let
the Display Campaign Optimizer give you
maximum reach.
Which bidding strategy should I consider?
When launching a Display Campaign Optimizer
campaign, set an aggressive target CPA, at or
above the past 30-day Google Display Network
average CPA. You can lower this over time as the
campaign starts to ramp up. We also recommend
ensuring that your campaign budget is set at 20x
max CPA goal.
Measurement/requirements
Conversation tracking and a minimum volume of
conversions are required.
Wait about two weeks before
tweaking these campaigns to ensure
that the Display Campaign Optimizer
is able to learn the most about your
campaigns. After two weeks, try
optimizing with small changes to
expand to more volume or rene
your audience targeting.
5
Let our automated tools do the heavy liftingfreeing up resources while still
getting great ROI.
I want to save time and still achieve solid ROIwith my campaigns.
Advanced tip
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Tie it all together
5
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35 The Google Display Network Guide
Take what youve learnedand put it into action
5.0
Display advertising builds awareness, sparks interest and drives sales.
It makes conversations happen with customers, and it can help other
channels, like search, work better.
Google Display Network gives you the brainpower
of thousands of engineers through an end-
to-end advertising solution that improves
performance and eciency. Everything you
need to make online advertising workplanning,
targeting, bidding, optimization, creative and
measurementis at your ngertips. We connect
you to consumers who dene your success.
Reach them through Google: Thats where they
are every day, at home, at work and on the go.
With display, you can reach
your audience wherever they
areacross desktop, mobile
and video.
Layering display with the
search advertising youre
already running often
produces better results than
either search or display alone
because they complement
and reinforce one another.
Without remarketing, youre
leaving money on the table
and letting the 96%of users
who visited your site without
taking action walk away.14
Our redesigned contextual
targeting engine brings the
science of search to the art
of display.
Measurement tactics, like
view-through conversions and
multichannel funnels, give
you the best understanding
of your campaigns for the
smartest action.
Five things every advertiser should know about display advertising on the Google Display Network
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36 The Google Display Network Guide
Additional resourcesHelp center:To search for step-by-step directions to implement any of the features, visit google.com/support
Large customer site: google.com/ads/display
Small customer site: google.com/ads/displaynetwork
Project Re:Brief: ProjectRebrief.com
http://www.google.com/supporthttp://www.google.com/ads/displayhttp://www.google.com/ads/displaynetworkhttp://www.projectrebrief.com/http://www.projectrebrief.com/http://www.google.com/ads/displaynetworkhttp://www.google.com/ads/displayhttp://www.google.com/support -
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Advertise.com. 10 Ways Remarketing Will Boost Your Product Sales. http://whitepapers.clickz.com/content11005. 2010.
From apps to everyday situations- An Ericcson consumer insight study. http://www.ericsson.com/res/docs/2011/silicon_valley_brochure_letter.pdf. May 2011.
The Mobile Movement. http://www.thinkwithgoogle.com/insights/library/studies/the-mobile-movement/. Apr. 2010.
Emarketer. Web Trac in North America. http://www.emarketer.com/. June 2012.
The Mobile Movement: Understanding Smartphone Users. ht tp://www.gstatic.com/ads/research/en/2011_TheMobileMovement.pdf. Apr. 2011.
Nielsen. Q1 2011 Mobile Connected Device Report. http://www.nielsen.com/. May 2011.
In the U.S., Tablets are T.V. buddies While eReaders Make Great Bedfellows. http://blog.nielsen.com/nielsenwire/online_mobile/in-the-u-s-tablets-are-tv-buddies-while-
ereaders-make-great-bedfellows/. May, 2011.
comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales. ht tp://www.comscore.com/. Oct. 2010.
Google Internal Data, 2012.
Advertise.com. 10 Ways Remarketing Will Boost Your Product Sales. http://whitepapers.clickz.com/content11005. 2010.15. Advertise.com. 10 Ways Remarketing WillBoost Your Product Sales. http://whitepapers.clickz.com/content11005. 2010.
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