google display network acquisition and retention guide

7/23/2019 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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1

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

2


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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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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

6

7

8

9

10

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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
http://support.google.com/adwordspolicy/bin/answer.py?hl=en&answer=176108http://support.google.com/adwordspolicy/bin/answer.py?hl=en&answer=176108http://www.google.com/supporthttp://www.google.com/supporthttp://support.google.com/adwordspolicy/bin/answer.py?hl=en&answer=176108


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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
http://www.projectrebrief.com/http://www.projectrebrief.com/


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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
http://www.google.com/supporthttp://www.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

4


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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.

p. 29

p. 30

p. 32

p. 34

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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


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.


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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4.1

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


These tips work well for campaigns using

Keyword Contextual Targeting, Topic Targeting or

Interest Categories.


Choosing the ad rotation setting optimize for

conversions gives preference to ads that are

expected to perform best.


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).


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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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


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.


Leverage all ad formats and sizes (including text).

Youll increase the likelihood of reaching more

prospects by capturing all available inventory.


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.


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


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.


Include all ad formats (including text) to let

the Display Campaign Optimizer give you

maximum reach.


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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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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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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Comscore online panel, 2008.

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.

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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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