Layer Google AdWords' Display Network Features & Find Success

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Presentation from HeroConf 2013 in Austin, TX

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Layer Google AdWords' Display Network Features & Find Success

  1. 1. Layer Google AdWords’Display NetworkFeatures & Find Success WHAT IF THEY SEE YOU? DISPLAY ADS EXPLAINED
  2. 2. John A. LeeManaging Partner of Clix Marketing – search marketingagency specializing in PPC, display advertising andsocial advertising. In the search game for 7 years.Articles have appeared on Search Engine Watch, ClixMarketing Blog, PPC Hero, SEO Boy, WebsiteMagazine, Wordstream Blog and more.
  3. 3. How to Rock e-Commerce onGoogle’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.
  4. 4. WRONG!Google’s Display Network is like an onion. It has layers.You must understand the layers and apply themtogether for optimal targeting.
  5. 5. 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.
  6. 6. Contextual TargetingGDN FEATURES
  7. 7. 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
  8. 8. Placement TargetingGDN FEATURES
  9. 9. 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
  10. 10. Topic / Category TargetingGDN FEATURES
  11. 11. Topic / CategoryTargeting• 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**
  12. 12. RemarketingGDN FEATURES
  13. 13. Remarketing Visitor Who Browsed Product X:• Great for closing the conversion loop, customer New Product No Purchase retention, and more… for Previous Customers• Segmentation is KEY • Remarket to visitors who do not convert • Remarket to previous customers for repeat business Visitor Who • Segment products, categories, on-site actions, etc. Abandoned Cart• 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 Remarketing!!!
  14. 14. Exciting Stuff We Can’t Talk AboutGDN FEATURES
  15. 15. Try Out These Exciting Betas • Beta #1 • Beta #2 • Beta #3 • Beta #4 • Contact your Google AdWords rep & ask!
  16. 16. Thank You!Want to Chat?Twitter: @john_a_leeEmail: john@clixmarketing.com
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