mining and refining google display: setup targeting and conversion optimization tips by laura thieme

#SMX #14B @BizwatchLaura

Mining & Refining Google Display

Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.

Example Title Slide:

Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, here’s how to replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit SLIDE #1 to include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.

Setup, Targeting & Conversion Optimization Tips


What I’ll Cover: Image + Bullets Sample Slide:

Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE.

•  Tips for setting up your display campaign

•  New traffic or remarketing? •  Exclusions to consider •  Fine-‐tuning settings to

increase conversion rates •  How to lower cost per

conversion


What is your display advertising goal?


•  Brand awareness •  Get people to come to your location •  Call you •  Come back and order again •  Seasonal product and/or promotions

Other Display Advertising Goals


Fruitcake is year-round for some but for many, it’s seasonal

Do people still buy fruitcake?


Google Display is one of many ways to reach customer


Setup Tips

1.  Choose U.S. (initial campaign) 2.  Set reasonable daily budget 3.  Accelerated ad delivery 4.  Set frequency capping to 2 impressions per day per

campaign


Targeting Your Display


Optional – Depends on your goal & budget


Choose Remarketing List, if applicable


Campaign Exclusions


Exclude Topics


Last Exclusion Consideration


Spring & Easter Promotion


Need New Ideas? Use Display Planner

Need New Ideas?


Using Display Planner for New Ideas


Compare cost per conversion to sales/revenue How much is it costing you to convert the customer?

How is Your Display Campaign Performing?

Conversions View-‐Through Conversions

Conversion Rate

508 3,461 6%

162 1,640 2%


1 Week Or Less (Initial KPIs) $100 to see engagement, conversion KPIs

Initial Performance Data

•  Impressions •  Clicks •  CTR •  Budget •  Avg CPC/CPM •  Placements •  Engagement if available


TIP: •  Ensure all ads are getting

impressions •  If not, call into Google or find

out if the placement where ads are being shown prefer text over image?

•  Is there another reason new ads are not being shown?

If Some Ads Aren’t Getting Impressions


Tip: Create new / similar ad instead of editing ad to easily compare performance However, new ad may not show as much even when rotating evenly

Review Engagement Metrics While Waiting for Conversion Data


Display Ad Engagement & Conversion Performance

Bounce Rate Session Length

Pages/Session % New Visitors

Conversions Conversion Rate

View-‐Through Conversions

58% Over 2 minutes 3.5 3% (remarketing)

508 6% (excludes view-‐through)

3,461

64% Over 1 minute 2.5 12% (remarketing)

162 2% 1,641

66% About 30 seconds

Less than 2 17% 17 <1% 10


KPIs Ultimate Test of Text vs Image Ads

Google AdWords

CTR Conversions CVR View-‐Through Conversions

Display Ad .35 399 6.9% 3,393

Text .43 94 4.7% 0


•  Anonymous.google.com sent highest number of conversions, very acceptable cost per conversion

•  Look at View Through Conversions

Biggest Surprise?


TIP: •  Be sure to include View-‐Through

Conversions •  If you’re not getting view-‐through

conversions •  modify columns … still nothing? •  make sure you update conversion

tracking

Conversion Data

•  Conversions •  View-‐Through Conversions •  Latter data is not included in

your conversion rates & cost per conversion


•  You have to be willing to try it to figure out what you’re going to get

•  Would you ever leave an opened box of chocolates in a room unattended?

•  #AlwaysbeMeasuring

Measuring Display is Like a Box of Chocolates


After this session, I will be in the Expo Hall

Booth 206

Performing PPC & SEO Audits

Thank you


SEE YOU AT THE NEXT #SMX!

THANK YOU!

mining and refining google display: setup targeting and conversion optimization tips by laura thieme

Marketing