Display Advertising Bringing Sexy Back - John A. Lee - #HeroConf 2014


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Learn new techniques and processes to advance your management of Google Display Network campaigns. Everything from planning with personas to researching placements and "dumpster diving" for performance gold in existing GDN campaigns. It's all here, and it's all sexy.

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Display Advertising Bringing Sexy Back - John A. Lee - #HeroConf 2014

  1. 1. @john_a_lee #heroconf How Display Advertising is Bringing Sexy Back P R E S E N T E D BY J O H N A . L E E M A N A G I N G PA RT N E R – C L I X M A R K E T I N G H E RO C O N F – A P R I L 2 9 , 2 0 1 4
  2. 2. @john_a_lee #heroconf Who the Heck Is This Guy? Managing Partner – Clix Marketing Digital Advertising Geek ◦ Emphasis on “Geek” Prior Sentences Served: ◦ Hanapin Marketing ◦ Wordstream Writer: ◦ Search Engine Watch, ClickZ, Clix Marketing Blog, Acquisio Blog, PPC Hero Speaker: ◦ SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search
  3. 3. @john_a_lee #heroconf Major Hat-Tip to Portent’s Headline Generator Need ideas and an LOL? portent.com/tools/title-maker/
  4. 4. @john_a_lee #heroconf Google Display Network aka GDN
  5. 5. @john_a_lee #heroconf Personas & Display Planning HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
  6. 6. @john_a_lee #heroconf Personas Help. A Lot. Image source: http://bit.ly/1ixNkpA
  7. 7. @john_a_lee #heroconf Why Personas? Display, like social advertising, is about the “WHO.” Personas guide brainstorming for: ◦ Ad message and offer. ◦ Image ad design. ◦ Targeting models: contextual, topic, interest category, placement, etc. Doesn’t have to be complicated. ◦ Place persona concepts in a spreadsheet to keep it organized. ◦ Columns for age, gender, general descriptions, career info, specific messaging, offers. ◦ Rows for individual personas.
  8. 8. @john_a_lee #heroconf Do Your (Placement) Research HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
  9. 9. @john_a_lee #heroconf How Do You Find Placements? Display Planner within AdWords. Dumpster dive for data from existing GDN campaigns. Manual labor! Plug in top performing keywords into SERPs. ◦ Do any of the top ranking sites have GDN ads? Any stellar blogs or online publications in your vertical? ◦ Do they have GDN ads?
  10. 10. @john_a_lee #heroconf Display Planner Segment by location, placement type, language, ad sizes, etc. See websites, mobile apps and video placements. Create a “plan” of placements and upload directly to AdWords.
  11. 11. @john_a_lee #heroconf Dumpster Dive!
  12. 12. @john_a_lee #heroconf Manual Labor Anyone?
  13. 13. @john_a_lee #heroconf Take Control with Demographics HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
  14. 14. @john_a_lee #heroconf Use Demographic Overlay to Hone Traffic Age, Gender, Household Income
  15. 15. @john_a_lee #heroconf Beware the Beast that is Mobile HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
  16. 16. @john_a_lee #heroconf Tame the Mobile Beast Enhanced Campaigns mean targeting tablets by default. Mobile bid modifiers for smart phones. Use site exclusions to eliminate *most* mobile apps. Mobile preferred text ads. Mobile specific image ad sizes.
  17. 17. @john_a_lee #heroconf These 3 Site Exclusions Will Change Your Life Adsenseformobileapps.com Anonymous.google Appspot.com You can thank me later.
  18. 18. @john_a_lee #heroconf Mobile Ad Unit Considerations
  19. 19. @john_a_lee #heroconf When the GDN Just Isn’t Enough… HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
  20. 20. @john_a_lee #heroconf There’s Always More! Remarketing ◦ Remarketing on the GDN is it’s own panel… ◦ AdRoll, PerfectAudience, Criteo, Simplifi, etc., etc.. General Display ◦ Simplifi, The Trade Desk, AdPulseMedia, etc., etc.. Mobile Display ◦ AdMob (though you can touch on much of this through the GDN) Vertical / Business Related ◦ Bizo, Business.com, SpiceWorks, etc., etc.
  21. 21. @john_a_lee #heroconf
  22. 22. @john_a_lee #heroconf Don’t Fall Prey to Search & Display Select New feature from AdWords. Combines Search and Display (in a limited format). Is the new default setting. Difficult, nay, impossible to fix if missed. ◦ Have to delete and create another campaign.
  23. 23. @john_a_lee #heroconf Keep Your Eyes & Ears Open for Awesome Beta Features First rule of AdWords beta club is you can‘t talk about AdWords beta club. That being said… There are awesome beta features for the Google Display Network. Contact your Google reps to discuss and sign your own damn NDA!
  24. 24. @john_a_lee #heroconf Thank You! Have Questions? Find me at #HeroConf and let’s talk! @john_a_lee john@clixmarketing.com www.clixmarketing.com