layer google adwords' display network features & find success
DESCRIPTION
Presentation from HeroConf 2013 in Austin, TXTRANSCRIPT
Layer Google AdWords’ Display Network Features & Find Success
WHAT IF THEY SEE YOU? DISPLAY ADS EXPLAINED
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.
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.
WRONG!Google’s Display Network is like an onion. It has layers.
You must understand the layers and apply them together for optimal targeting.
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.
Contextual TargetingGDN FEATURES
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
Placement TargetingGDN FEATURES
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
Topic / Category TargetingGDN FEATURES
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**
RemarketingGDN FEATURES
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
Exciting Stuff We Can’t Talk AboutGDN FEATURES
Try Out These Exciting Betas
• Beta #1
• Beta #2
• Beta #3
• Beta #4
• Contact your Google AdWords rep & ask!
