What Is The Google Display Network And How Can I Get Great Results?

9,639 views
9,445 views

Published on

The Google Display Network is the largest contextual advertising network available.

In this presentation Jim Banks explains some Google Display Network changes, best practises on maximizing your return on investment.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
9,639
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
171
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

What Is The Google Display Network And How Can I Get Great Results?

  1. 1. Getting the most from the Google Display Network With: Jim Banks @jimbanks http://www.spadesmedia.comWednesday, 30 May 12 1
  2. 2. Getting the most out of GDN • What we are going to cover in the next 45 minutes • What is the GDN? • The history of the GDN • The GDN eco-system • Why is it so important? • Modern day Pareto’s Law 10/80/10 • Recent changes in the way GDN operates • Best practises for GDN account structure • Secret tricks for GDN best results • Q&A • Special Offer for those that stay to the endWednesday, 30 May 12 2
  3. 3. So what is the GDN?Wednesday, 30 May 12 3
  4. 4. The official Google descriptionWednesday, 30 May 12 4
  5. 5. Most advertisers depictionWednesday, 30 May 12 5
  6. 6. What sort of sites can you advertise on using GDN ?Wednesday, 30 May 12 6
  7. 7. What type of creatives can you run?Wednesday, 30 May 12 7
  8. 8. The types of targeting you can doWednesday, 30 May 12 8
  9. 9. The history of the GDN • March 2003 - Google Adsense is BORN • August 2004 - Google become a public company • October 2004 - Smart Pricing is introduced • October 2006 - Google buys YouTube ($1.6 billion) • April 2007 - Google buys DoubleClick ($3.1 billion) • November 2009 - Google buys AdMob ($750 million) http://www.google.com/intl/en/about/company/history.htmlWednesday, 30 May 12 9
  10. 10. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_GoogleWednesday, 30 May 12 10
  11. 11. Wednesday, 30 May 12 11
  12. 12. Why is GDN so important? • 87% market share • Higher in some countries • Lower in others • Important to know the market share - opportunity knocksWednesday, 30 May 12 12
  13. 13. Payout 51% for search traffic and 68% for contentWednesday, 30 May 12 13
  14. 14. Modern Day Pareto’s Law • The current Pareto’s Principle • 80% of your profits come from 20% of your customers • 80% of your sales are made by 20% of your sales staff • 80% of the rubbish comes from 20% of the slidesWednesday, 30 May 12 14
  15. 15. My Take On It • 10% of your GDN results will be awesome • 80% of your GDN results will be average • 10% of your GDN results will be a disasterWednesday, 30 May 12 15
  16. 16. Focus on the 20% first •awesome 10% of your GDN results will be • 80% of your GDN results will be average •disaster 10% of your GDN results will be aWednesday, 30 May 12 16
  17. 17. Recent changes in GDN • Much more emphasis on mobile and video • Complete separation from Search - Display Network now has it’s own tab and management • Keyword level data • Display Ad Builder - Super simple process • Topic Targeting - e.g. Automotive/Real Estate • Interest Categories - https://www.google.com/adplanner/ • Much bigger account limits for structuring campaigns • Opened up Video - Much easier to create and to buyWednesday, 30 May 12 17
  18. 18. Account Structure • Separate Everything • Search • Display • Mobile • Video • Countries • Use Adwords Editor to replicate and then switch • Use Adwords Editor as much as you canWednesday, 30 May 12 18
  19. 19. Tricks for best results on GDN • Tag URL’s using “Value Track” • Find the “remnant inventory” • Change your persona to see different ads • If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions • Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be seen • Use Doubleclick Ad Planner • Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys • Use all the extensions you can • Social for search +1 • Sitelinks for important parts of your site - Products/Services • Call for mobile campaigns - Make sure it is a used phoneWednesday, 30 May 12 19
  20. 20. Value Track • {creative} - will show the creative ID - good for split testing • {keyword}- -therekeyword usedtype in GDN be closest match keyword) the is no match (for GDN will • {placement} - the domain name of where the click took place • {target} - the placement category (if used) • {aceid} - the control or experiment ID if using Campaign Experiments • {adposition} - the position your ad was in - e.g. 1t1 = page 1 top position 1 • E.g. - htttp://www.example.com/?target={target}&placement={placement} would become http://www.example.com/?target=%2Fentertainment%2Fcelebrities&placement=gmail.comWednesday, 30 May 12 20
  21. 21. Find the remnant inventory • Unsold inventory = house ads • Google Chrome • AdwordsWednesday, 30 May 12 21
  22. 22. Change your persona • https://www.google.com/ads/preferences/ • Fewer ads: Those who are opted-in see 7% fewer ads than opted-out users. • More relevant: Opted-in users are 33% more likely to click on ads than opted-out users. •Wednesday, 30 May 12 22
  23. 23. Remarketing • Only Google call it remarketing, everyone else uses retargeting • A lot of people only focus on non-buyers • Upsell with a remarketing campaign for buyers - People that bought A also bought B • Segment your site • Smallish windows of opportunity to “stalk” • Don’t add any traffic restrictions • Set a high budget • Set a frequency cap around 3 per day to avoid being creepyWednesday, 30 May 12 23
  24. 24. Page Level Placements • Use Xenu Link Sleuth - http://home.snafu.de/tilman/ xenulink.html • Use Scrapebox Sitemap Scraper to find pages in a site • Find sites that rank for your keywords and the underlying pages • Use Content Bully to find placement opportunitiesWednesday, 30 May 12 24
  25. 25. Content Bully • Not actively taking new clients • http://www.spadesmedia.com/go/content-bully/ • CLick on or Mac Standard Version will provide Windows My Content Bully Download the top 10Wednesday, 30 May 12 25
  26. 26. Check for advertising page • Very few good examples on GDN • Err on the side of caution unless big budgetWednesday, 30 May 12 26
  27. 27. Use all the extensions you can • Google +1 will have impact on results • Will influence organic results • Sitelinks help grab more space from competitors and make your ads stand out • Use day-parting and add in a number for live leads • If you you a free site for asite Google/Dudamobile are giving don’t have a mobile year • http://www.howtogomo.com • Need more convincing on mobile? • http://www.ourmobileplanet.com/ • http://www.thinkwithgoogle.com/insights/Wednesday, 30 May 12 27
  28. 28. Use AdPlanner • Proper media “planning” • https://www.google.com/adplanner/ • Drill into a site • Find similar sites • Guide you on demographic/audience • Research - Plan - List - Export to CSV - Export to Adwords • Search for sites or placements or audience • You need to practise making lists/plans/researchWednesday, 30 May 12 28
  29. 29. Tricks for best results on GDN • Understand how running Adsense works as a publisher • Use the Adplanner to research and refine your media buy - Know your ideal user and replicate • Know the best size ads to target - Popularity vs. competitive - Above the fold • Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the source • Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and 7am • Track everything - Conversion Tags, Google Analytics - Whichever tool you feel comfortable with, but be consistent • Don’t use automatic tagging with Adwords/Analytics • Know the demographics - Run each in separate ad group - Consider running state by state, even city by city • Don’t auto optimize too soon - Personally, I never let Google control my campaigns. I may lose out, but at least I knowWednesday, 30 May 12 29
  30. 30. Understand Adsense (GDN) as a publisherWednesday, 30 May 12 30
  31. 31. Tips • There lot of PLANNING not a is a lot of talk about media BUYING but • Theno cost of the “data” is available at little or majority • “Out of the box” Google Adwords OPT-OUT - Most of the harmful features are is terrible • A lot of the magic happens with UGLY BANNERS • Google Translate does just fine for international campaignsWednesday, 30 May 12 31
  32. 32. Talking of tips.....• Covered a small amount• Break-out • Beginners • Intermediate • Advanced • GuerillaWednesday, 30 May 12 32
  33. 33. Q&AWednesday, 30 May 12 33
  34. 34. Thank You For Your Time Contact me E-mail : jim.banks@spadesmedia.com Skype : jim_banks AIM : jimbanks46 Live : gdmjim@live.com Twitter : @jimbanksWednesday, 30 May 12 34

×