Getting the Most Out of Google Adwords: Display Network
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Getting the Most Out of Google Adwords: Display Network

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Users spend 47% of their time online on content pages, as opposed to the 5% spent on search result pages. Why not take advantage of that 47%?

Users spend 47% of their time online on content pages, as opposed to the 5% spent on search result pages. Why not take advantage of that 47%?

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Getting the Most Out of Google Adwords: Display Network Presentation Transcript

  • 1. Getting the Most Out of Google Adwords with Display Network Advertising Jeremy Sherman Vice President, Search Marketing Customer Magnetism jeremy@trycm.com Twitter @jeremy_sherman @trycm
  • 2. What is Google Display Network?- Largest Contextual Advertising Network - Comprised of hundreds of thousands of websites - Reaches over 75% of unique internet users around the world, in over 20 languages - Over 200 billion ad exposures per month. 3 times more ads served than other ad networks
  • 3. What is Google Display Network?- Contextual Targeting - Placement Targeting - Ads related specifically - Allows you to choose to the content being specific sites within viewed on a particular Display Network to webpage display ads on - Google scans millions of - Select placements by pages to find relevant subject, demographics, matches to the or specific URL keywords you are - Utilize image, video or bidding on and places text ads your ad beside the relevant content
  • 4. Benefits of Advertising on Google Display Network?- Users spend 47% of their time on Content pages vs. only 5% on Search pages- More Conversions and lower cost per acquisition than Search- Increase in unique visitors and user engagement Source: Google Media Sales Assistance Kit – Aug 2010
  • 5. Contextual Targeting Best Practices-Always create separate campaigns for content ads -Allows for greater cost control-Create tightly themed Ad Groups -Targeting happens at the Ad Group level so all keywords should be closely related -Example: Adgroup: Running Shoes Adgroup: Dress Shoes running shoes dress shoes nike running shoes rockport dress shoes reebok running shoes cole hann dress shoes adidas running shoes bostonian dress shoes shoes shoes shoe shoe
  • 6. Contextual Targeting Best Practices-Develop comprehensive Negative Keyword list -Prevents ads from displaying on irrelevant content sites and allows for more precise targeting -Example: You only sell Men’s Dress Shoes. Negative Keywords women’s kids running tennis hiking
  • 7. Placement Targeting Best Practices-Always create separate campaigns for placement ads -Allows for greater cost control-Choose either Automatic or Managed Placements -Automatic Placements require keywords (similar to contextual targeting) -Managed Placements do NOT require keyword lists - Allows you to raise or lower bids for each specific placement
  • 8. Placement Targeting Best Practices-Utilize Placement Tool to find relevant sites-Manage placement level bids as needed 1 week after launch -Allow time for enough data to populate before making decisions about a placements effectiveness
  • 9. Tips for Getting the Most Out of The Google Display Network
  • 10. 1. Always include a strong call to action - “Get a free quote,” “Buy now,” “Call now” - Call to action should mirror what your conversion goal is • Highlight special deals and include product pricing 3. Utilize custom landing pages which closely match the info in your ad 4. Test multiple ad formats and messages -Available ad formats: Text, Image, Flash, Video -Sizes: 728 x 90 (leaderboard) 468 x 60 (banner) 300 x 250 (inline rectangle) 250 x 250 (square) 336 x 280 (large rectangle) 120 x 600 (skyscraper) -file size must be 50K or less
  • 11. 1. Use Google’s display ad builder to quickly and easily create image ads - https://adwords.google.com/select/Tools 3. Utilize Site Exclusion tool to exclude your ads from displaying on sites that are not performing well - Wait at least 1 week before making changes 4. Run Display and Search campaigns simultaneously for best results - Results in increased searches for brand and segment terms and increased conversions