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

Getting the most from the Google Display Network With: Jim Banks @jimbanks http://www.spadesmedia.comWednesday, 30 May 12 1

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

So what is the GDN?Wednesday, 30 May 12 3

The official Google descriptionWednesday, 30 May 12 4

Most advertisers depictionWednesday, 30 May 12 5

What sort of sites can you advertise on using GDN ?Wednesday, 30 May 12 6

What type of creatives can you run?Wednesday, 30 May 12 7

The types of targeting you can doWednesday, 30 May 12 8

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

Acquisitions for GDN Not speciﬁcally for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_GoogleWednesday, 30 May 12 10

Wednesday, 30 May 12 11

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

Payout 51% for search traffic and 68% for contentWednesday, 30 May 12 13

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

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

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

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

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

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

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

Find the remnant inventory • Unsold inventory = house ads • Google Chrome • AdwordsWednesday, 30 May 12 21

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

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

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

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

Check for advertising page • Very few good examples on GDN • Err on the side of caution unless big budgetWednesday, 30 May 12 26

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

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

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

Understand Adsense (GDN) as a publisherWednesday, 30 May 12 30

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

Talking of tips.....• Covered a small amount• Break-out • Beginners • Intermediate • Advanced • GuerillaWednesday, 30 May 12 32

Q&AWednesday, 30 May 12 33

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

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

by Jim Banks on May 30, 2012

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