Google Display Network Preparation (Part 1)

Google Display Network Preparation (Part 1)

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  Google Display Network Preparation Overview- Google Display Network (GDN)  #1 ad network  Reaches 89% of internet users in the world  Expansive number of diverse websites 1. Types of display ads  Text ads on websites  Image ads on websites  Video ads on websites  Ads of mobile websites 2. GDN Increases your Reach  Unique targeting options let you increase your reach, even if you already advertise elsewhere  Inventory comes from AdSense & DoubleClick Ad Exchange 3. Targeting method  Keywords: Pages that contextually matches the theme of your keywords  Placements: You choose the sites, apps & locations for your ads  Audiences: Show ads to people who have visited your site in the past through Remarketing or to people interested in topics through interest targeting.  Topics: Similar to audience however you can choose the topic a particular person is interested in. Eg: A user’s interest is in music however often he likes to read about politics. So, here the user’s interest is Music (can be reached through ‘Audience’ targeting & topic is politics. 2.1 Keyword Contextual Targeting  Theme of a keyword in an ad group is used to match ads to the theme of a page on the GDN  Use negative keywords. Eg: You are promoting a coffee shop & use keywords like Java, coffee & beans, then you may wanna use negative keywords like Javascript, Indonesia & Programming. Google will understand that you are selling coffee & won’t show your ads on IT related sites (cos of the negative keywords) 2.2 Placement Targeting a. Placements can include entire websites, specific parts of websites, apps, game sites, video sites Best Practices 1
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  a. Separate Search& Display Campaigns b. The best practice is to set up separate campaigns for display network rather than run them out of your search campaigns. c. Different settings may be more effective on different networks or for different campaign types d. Allocate different budgets & control spend more tightly 2.3 Reach & Frequency a. Metrics in Reports  Reach: How many users have seen your ad  Frequency: How many users have seen your ads several times b. Control Targeting Frequency capping: Works only on Display network & not on search  Limit the number of times your ad must be shown (daily, weekly or monthly) to the same user on the Display network Note: You can restrict your ad (a particular ad or the whole ad group or the whole campaign) to be shown multiple times to a user. Neither make them see too much (over doing it might impact negatively) nor make it too less for them to see your ad (for branding & their reaction purpose) 2.4. Site Category Exclusions  Some categories you can exclude – Below the fold Eg: A user can see the ad (right then & there), the moment a webpage is opened is Above the Fold. When a user has to scroll down the webpage & your ad appear is called Below the fold.  Use the Placement Performance Report (PPR) to find ideas for site categories to exclude Note: PPR will show you the webpages that your ads are been shown & exclude the irrelevant webpages. Eg: Your ads are showing on some mobile app which are not performing well or your ads are shown on some porn site which might impact your brand image, hence you use Site Category Exclusions which informs Google that you wants your ads to be shown on all the webpages except these sites (you mention the webpages names/category) 3. Display Planner helps with Targeting  Generate keyword ideas for contextual targeting  Generate placement ideas for placement targeting Note: If you are looking for keywords to ads on display network, USE DISPLAY PLANNNER ONLY cos keywords work differently on both the networks. As in search, the ads look for the keyword on the site whereas on Display Network, the ad looks out for the theme of the site.
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  Best Practices 2 Targeting Tips - When adding new placements, set the bids at the ad group level until you get enough data to make decisions for individual placements - Generally, wait for 2-3 weeks to accrue some data before making optimizations 4. Quality Score for Display It’s an estimate of how well Google expects an ad to perform on a placement, based on performance on this placement & similar placements. 4.1 Impact of Quality Score  For CPC Ads - Determines the eligibility of an ad to participate in the auction - Helps to determine the rank of the ad - Helps to determine the actual cost of a click  For CPM Ads - When using CPM bids, QS is not a factor 5. Ways of Bidding  CPC  Conversion Optimizer - Targets a CPA - Advertisers still pay a CPC Basically, you pay only when an acquisition happens yet you pay only for the click.  CPM - Great for branding - Only available for Display Best Practises 3
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  6. Types ofAds a. Text Ads - Easiest to create & biggest reach - Best Practise: Always create a text ad, even when you have other ad formats to increase your reach b. Image, Video & Rich Media Ads  Can only appear on GDN & not on Google Search  Create your own or use the Ad Gallery (a.k.a. Display Ad Builder)  Ad Gallery: - Save time with prebuilt templates & build ads at scale - Benefit: Get metrics of “Mouseover Rate”. It means, Google gives you the stats of those who didn’t really clicked on your ad but was mousing over which is engagement. This means, users were reading the ad or paying attention to it. Note: This report is only available on Ad Gallery. Tip for Ad Gallery  Review all selected ad sizes & make edits for those sizes where the text & image don’t fit. Tips to Create Compelling Ads  Have a compelling call to action to set correct expectations with users of what they can do when they click  Use a landing page that directly relates to what your ad promotes  Use colors that complements your brand  Include a visible display url Eg: You want users to enrol in free consultation. You created the ad using “Request a Free consultation” & after clicking the ad, the user lands on your page. It should be difficult for the user to see “Request a Free Consultation” tab/link as that’s what he came for. 7. Why Ad performance may decline?  Find out with the reach & frequency report  If your ads never change, users may stop noticing them Note: Ask yourself whether the users have seen this ad too many times now & hence they have stopped responding to it. Then it’s time to make variations in your ad (change of color, message, image, etc). 8. Ad Extensions  Enhance ads with additional information  Ad extensions available for GDN - Location Extensions - Call Extensions  You can edit ad extensions without losing historic data 9. GDN Tools  Display Campaign Optimizer - Helps manage bids & find new placements. - Set your target CPA & the Display Campaign Optimizer automatically finds the best placements at the right prices to help you boost conversions  Conversion Tracking - Review conversions for ads, keywords, placements - Search Funnels:
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  o View ThroughConversions o Assisted Conversions o PS: View through Conversion - Google also shares a report which is View Through Conversion - Eg: A user saw your ad but dint took any action on the ad. Later, he goes to your website & makes a purchase. Google shares this report under View Through Conversion Report. - This report is available only when you are using conversion tracking 10. Analytics columns in Report See 4 GA metrics in AdWords:  Bounce Rate: Ratio of sessions in which the person left your site from the entrance page without interacting with the page.  Page /Visit: Average pages viewed per session  Avg.Visit Duration: Avg.number of seconds the session lasted  % new visits: Percentage of users who don’t have the GA cookie when they first visit from AdWords 11. Placement Performance Report Gives information about where your ads have appeared.  Conversions  The exact URL where the ad appeared  Get ideas for site category 12. Ad Scheduling: Schedule your ads as per your convenience 13. AdWords For Video  Place video ads on YouTube & the DN  Part of TrueView Family of ads – Pay only when the user decides to view the video (PPV)  TrueView Ads: You only pay for interested users o In-Search or In-Display, pay when the users chooses to watch your video o In-Stream: When the user doesn’t skip the 5 seconds video or watches an ad for 30 seconds or till the end of the ad. Note: If you want to show display ads on YouTube, you can ads YouTube.com as a managed placement. 14. YouTube Overview  The world’s #2 largest search engine in the world (1st is Google)  Different search behaviours than in Google Search, making this an ideal addition to search campaigns - People search for emotions, celebrities, quotes, actions  Target demographically & engage users with sound & motion  “”Watch” pages have the most ad impressions 15. YouTube Home Page Masthead  You cannot create this as on AdWords. You’ll have to call a Google rep.  Bought on a reservation basis  Price on CPD (Cost Per Day) basis – fixed daily cost 15.1 Reservations  Buy impressions at a fixed cost that varies by placement & country  Great for branding campaigns  Priced as CPM (you buy impressions) or CPD (Cost Per Day)  Management & reporting done by Google Reps  On Schedule Indicator (OSI) - The percent likelihood the campaign will deliver all impressions booked.
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  16. Video Tool Usethe video tool to target specific categories of videos Best Practices 4  Have a compelling opening image click-to-play ads - Use an eye catching image - Inspire the user to act with a strong CTA - Use a non-commercial feel  Keywords : Use comments & tags as ideas  Traffic may fluctuate as user behaviour changes Thank You!