Getting the most from          theGoogle Display Network            With: Jim Banks              @jimbanks     http://www....
Getting the most out of GDN
Getting the most out of GDN•   What we are going to cover in the next 45 minutes
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
Getting the most out of GDN•   What we are going to cover in the next 45 minutes    •   What is the GDN?    •   The histor...
So what is the GDN?
The official Google description
The official Google description
Most advertisers depiction
Most advertisers depiction
What sort of sites can you advertise on using GDN ?
What sort of sites can you advertise on using GDN ?
What type of creatives can you run?
What type of creatives can you run?
What type of creatives can you run?
What type of creatives can you run?
The types of targeting you can do
The types of targeting you can do
The history of the GDNhttp://www.google.com/intl/en/about/company/history.html
The history of the GDN           • March 2003 - Google Adsense is BORNhttp://www.google.com/intl/en/about/company/history....
The history of the GDN           • March 2003 - Google Adsense is BORN           • August 2004 - Google become a public co...
The history of the GDN           • March 2003 - Google Adsense is BORN           • August 2004 - Google become a public co...
The history of the GDN           • March 2003 - Google Adsense is BORN           • August 2004 - Google become a public co...
The history of the GDN           • March 2003 - Google Adsense is BORN           • August 2004 - Google become a public co...
The history of the GDN           • March 2003 - Google Adsense is BORN           • August 2004 - Google become a public co...
Acquisitions for GDNSource : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Acquisitions for GDN                        Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki...
Why is GDN so important?
Why is GDN so            important?• 87% market share
Why is GDN so            important?• 87% market share • Higher in some countries
Why is GDN so            important?• 87% market share • Higher in some countries • Lower in others
Why is GDN so            important?• 87% market share • Higher in some countries • Lower in others  • Important to know th...
Why is GDN so            important?• 87% market share • Higher in some countries • Lower in others  • Important to know th...
Payout 51% for search traffic    and 68% for content
Modern Day Pareto’s       Law
Modern Day Pareto’s         Law• The current Pareto’s Principle
Modern Day Pareto’s            Law• The current Pareto’s Principle •   80% of your profits come from 20% of your customers
Modern Day Pareto’s            Law• The current Pareto’s Principle •   80% of your profits come from 20% of your customers...
Modern Day Pareto’s            Law• The current Pareto’s Principle •   80% of your profits come from 20% of your customers...
My Take On It
My Take On It• 10% of your GDN results will be awesome
My Take On It• 10% of your GDN results will be awesome• 80% of your GDN results will be average
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 w...
Focus on the 20% first
Focus on the 20% first•awesome 10% of your GDN results will be• 80% of your GDN results will be average•disaster 10% of yo...
Recent changes in GDN
Recent changes in GDN• Much more emphasis on mobile and video
Recent changes in GDN• Much more emphasis on mobile and video• Complete separation from Search - Display Network now has i...
Recent changes in GDN• Much more emphasis on mobile and video• Complete separation from Search - Display Network now has i...
Recent changes in GDN• Much more emphasis on mobile and video• Complete separation from Search - Display Network now has i...
Recent changes in GDN• Much more emphasis on mobile and video• Complete separation from Search - Display Network now has i...
Recent changes in GDN• Much more emphasis on mobile and video• Complete separation from Search - Display Network now has i...
Recent changes in GDN• Much more emphasis on mobile and video• Complete separation from Search - Display Network now has i...
Recent changes in GDN• Much more emphasis on mobile and video• Complete separation from Search - Display Network now has i...
Account Structure
Account Structure• Separate Everything
Account Structure• Separate Everything • Search
Account Structure• Separate Everything • Search • Display
Account Structure• Separate Everything • Search • Display • Mobile
Account Structure• Separate Everything • Search • Display • Mobile • Video
Account Structure• Separate Everything • Search • Display • Mobile • Video • Countries
Account Structure• Separate Everything • Search • Display • Mobile • Video • Countries• Use Adwords Editor to replicate an...
Account Structure• Separate Everything • Search • Display • Mobile • Video • Countries• Use Adwords Editor to replicate an...
Tricks for best results        on GDN
Tricks for best results        on GDN•   Tag URL’s using “Value Track”
Tricks for best results        on GDN•   Tag URL’s using “Value Track”•   Find the “remnant inventory”
Tricks for best results        on GDN•   Tag URL’s using “Value Track”•   Find the “remnant inventory”•   Change your pers...
Tricks for best results        on GDN•   Tag URL’s using “Value Track”•   Find the “remnant inventory”•   Change your pers...
Tricks for best results        on GDN•   Tag URL’s using “Value Track”•   Find the “remnant inventory”•   Change your pers...
Tricks for best results        on GDN•   Tag URL’s using “Value Track”•   Find the “remnant inventory”•   Change your pers...
Tricks for best results        on GDN•   Tag URL’s using “Value Track”•   Find the “remnant inventory”•   Change your pers...
Tricks for best results        on GDN•   Tag URL’s using “Value Track”•   Find the “remnant inventory”•   Change your pers...
Tricks for best results        on GDN•       Tag URL’s using “Value Track”•       Find the “remnant inventory”•       Chan...
Tricks for best results        on GDN•       Tag URL’s using “Value Track”•       Find the “remnant inventory”•       Chan...
Tricks for best results        on GDN•       Tag URL’s using “Value Track”•       Find the “remnant inventory”•       Chan...
Value Track
Value Track• {creative} - will show the creative ID - good for split testing
Value Track• {creative} - will show the creative ID - good for split testing• {keyword}- -therekeyword usedtype in GDN be ...
Value Track• {creative} - will show the creative ID - good for split testing• {keyword}- -therekeyword usedtype in GDN be ...
Value Track• {creative} - will show the creative ID - good for split testing• {keyword}- -therekeyword usedtype in GDN be ...
Value Track• {creative} - will show the creative ID - good for split testing• {keyword}- -therekeyword usedtype in GDN be ...
Value Track• {creative} - will show the creative ID - good for split testing• {keyword}- -therekeyword usedtype in GDN be ...
Value Track• {creative} - will show the creative ID - good for split testing• {keyword}- -therekeyword usedtype in GDN be ...
Find the remnant inventory
Find the remnant inventory• Unsold inventory = house ads• Google Chrome• Adwords
Change your persona
Change your persona•   https://www.google.com/ads/preferences/
Change your persona•   https://www.google.com/ads/preferences/•   Fewer ads: Those who are opted-in see 7% fewer ads than ...
Change your persona•   https://www.google.com/ads/preferences/•   Fewer ads: Those who are opted-in see 7% fewer ads than ...
Change your persona•   https://www.google.com/ads/preferences/•   Fewer ads: Those who are opted-in see 7% fewer ads than ...
Remarketing
Remarketing• Only Google call it remarketing, everyone else uses retargeting
Remarketing• Only Google call it remarketing, everyone else uses retargeting• A lot of people only focus on non-buyers
Remarketing• Only Google call it remarketing, everyone else uses retargeting• A lot of people only focus on non-buyers• Up...
Remarketing• Only Google call it remarketing, everyone else uses retargeting• A lot of people only focus on non-buyers• Up...
Remarketing• Only Google call it remarketing, everyone else uses retargeting• A lot of people only focus on non-buyers• Up...
Remarketing• Only Google call it remarketing, everyone else uses retargeting• A lot of people only focus on non-buyers• Up...
Remarketing• Only Google call it remarketing, everyone else uses retargeting• A lot of people only focus on non-buyers• Up...
Remarketing• Only Google call it remarketing, everyone else uses retargeting• A lot of people only focus on non-buyers• Up...
Page Level Placements
Page Level Placements• Use Xenu Link Sleuth - http://home.snafu.de/tilman/  xenulink.html
Page Level Placements• Use Xenu Link Sleuth - http://home.snafu.de/tilman/  xenulink.html• Use Scrapebox Sitemap Scraper t...
Page Level Placements• Use Xenu Link Sleuth - http://home.snafu.de/tilman/  xenulink.html• Use Scrapebox Sitemap Scraper t...
Page Level Placements• Use Xenu Link Sleuth - http://home.snafu.de/tilman/  xenulink.html• Use Scrapebox Sitemap Scraper t...
Content Bully
Content Bully• Not actively taking new clients• http://www.spadesmedia.com/go/content-bully/• CLick on or Mac Standard Ver...
Check for advertising            page•   Very few good examples on GDN•   Err on the side of caution unless big budget
Use all the extensions you can
Use all the extensions you can•   Google +1 will have impact on results
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results•   Sitelinks hel...
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results•   Sitelinks hel...
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results•   Sitelinks hel...
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results•   Sitelinks hel...
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results•   Sitelinks hel...
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results•   Sitelinks hel...
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results•   Sitelinks hel...
Use all the extensions you can•   Google +1 will have impact on results•   Will influence organic results•   Sitelinks hel...
Use AdPlanner
Use AdPlanner• Proper media “planning”
Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/
Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site
Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site• Find similar sites
Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site• Find similar sites• Guide yo...
Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site• Find similar sites• Guide yo...
Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site• Find similar sites• Guide yo...
Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site• Find similar sites• Guide yo...
Tricks for best results on GDN
Tricks for best results on GDN•   Understand how running Adsense works as a publisher
Tricks for best results on GDN•   Understand how running Adsense works as a publisher•   Use the Adplanner to research and...
Tricks for best results on GDN•   Understand how running Adsense works as a publisher•   Use the Adplanner to research and...
Tricks for best results on GDN•   Understand how running Adsense works as a publisher•   Use the Adplanner to research and...
Tricks for best results on GDN•   Understand how running Adsense works as a publisher•   Use the Adplanner to research and...
Tricks for best results on GDN•   Understand how running Adsense works as a publisher•   Use the Adplanner to research and...
Tricks for best results on GDN•   Understand how running Adsense works as a publisher•   Use the Adplanner to research and...
Tricks for best results on GDN•   Understand how running Adsense works as a publisher•   Use the Adplanner to research and...
Tricks for best results on GDN•   Understand how running Adsense works as a publisher•   Use the Adplanner to research and...
Understand Adsense (GDN) as a publisher
Tips
Tips• There lot of PLANNING  not a        is a lot of talk about media BUYING but
Tips• There lot of PLANNING  not a        is a lot of talk about media BUYING but• Theno cost of the “data” is available a...
Tips• There lot of PLANNING  not a        is a lot of talk about media BUYING but• Theno cost of the “data” is available a...
Tips• There lot of PLANNING  not a        is a lot of talk about media BUYING but• Theno cost of the “data” is available a...
Tips• There lot of PLANNING  not a        is a lot of talk about media BUYING but• Theno cost of the “data” is available a...
Talking of tips.....
Talking of tips.....• Covered a small amount• Break-out • Beginners • Intermediate • Advanced • Guerilla
Q&A
Thank You For Your Time
Thank You For Your Time              Contact me                E-mail :     jim.banks@spadesmedia.com           Skype : ji...
Getting Great Results Using the Google Display Network
Getting Great Results Using the Google Display Network
Getting Great Results Using the Google Display Network
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Getting Great Results Using the Google Display Network

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  • Getting Great Results Using the Google Display Network

    1. 1. Getting the most from theGoogle Display Network With: Jim Banks @jimbanks http://www.spadesmedia.com
    2. 2. Getting the most out of GDN
    3. 3. Getting the most out of GDN• What we are going to cover in the next 45 minutes
    4. 4. Getting the most out of GDN• What we are going to cover in the next 45 minutes • What is the GDN?
    5. 5. 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
    6. 6. 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
    7. 7. 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?
    8. 8. 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
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. 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
    13. 13. 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 end
    14. 14. So what is the GDN?
    15. 15. The official Google description
    16. 16. The official Google description
    17. 17. Most advertisers depiction
    18. 18. Most advertisers depiction
    19. 19. What sort of sites can you advertise on using GDN ?
    20. 20. What sort of sites can you advertise on using GDN ?
    21. 21. What type of creatives can you run?
    22. 22. What type of creatives can you run?
    23. 23. What type of creatives can you run?
    24. 24. What type of creatives can you run?
    25. 25. The types of targeting you can do
    26. 26. The types of targeting you can do
    27. 27. The history of the GDNhttp://www.google.com/intl/en/about/company/history.html
    28. 28. The history of the GDN • March 2003 - Google Adsense is BORNhttp://www.google.com/intl/en/about/company/history.html
    29. 29. The history of the GDN • March 2003 - Google Adsense is BORN • August 2004 - Google become a public companyhttp://www.google.com/intl/en/about/company/history.html
    30. 30. The history of the GDN • March 2003 - Google Adsense is BORN • August 2004 - Google become a public company • October 2004 - Smart Pricing is introducedhttp://www.google.com/intl/en/about/company/history.html
    31. 31. 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)http://www.google.com/intl/en/about/company/history.html
    32. 32. 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)http://www.google.com/intl/en/about/company/history.html
    33. 33. 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.html
    34. 34. Acquisitions for GDNSource : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    35. 35. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    36. 36. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    37. 37. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    38. 38. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    39. 39. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    40. 40. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    41. 41. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    42. 42. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    43. 43. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    44. 44. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    45. 45. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    46. 46. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    47. 47. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    48. 48. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    49. 49. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    50. 50. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    51. 51. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    52. 52. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    53. 53. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    54. 54. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    55. 55. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    56. 56. Acquisitions for GDN Not specifically for GDN but important....Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
    57. 57. Why is GDN so important?
    58. 58. Why is GDN so important?• 87% market share
    59. 59. Why is GDN so important?• 87% market share • Higher in some countries
    60. 60. Why is GDN so important?• 87% market share • Higher in some countries • Lower in others
    61. 61. Why is GDN so important?• 87% market share • Higher in some countries • Lower in others • Important to know the market share - opportunity knocks
    62. 62. Why is GDN so important?• 87% market share • Higher in some countries • Lower in others • Important to know the market share - opportunity knocks
    63. 63. Payout 51% for search traffic and 68% for content
    64. 64. Modern Day Pareto’s Law
    65. 65. Modern Day Pareto’s Law• The current Pareto’s Principle
    66. 66. Modern Day Pareto’s Law• The current Pareto’s Principle • 80% of your profits come from 20% of your customers
    67. 67. 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
    68. 68. 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 slides
    69. 69. My Take On It
    70. 70. My Take On It• 10% of your GDN results will be awesome
    71. 71. My Take On It• 10% of your GDN results will be awesome• 80% of your GDN results will be average
    72. 72. 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 disaster
    73. 73. Focus on the 20% first
    74. 74. 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 a
    75. 75. Recent changes in GDN
    76. 76. Recent changes in GDN• Much more emphasis on mobile and video
    77. 77. 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
    78. 78. 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
    79. 79. 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
    80. 80. 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
    81. 81. 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/
    82. 82. 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
    83. 83. 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 buy
    84. 84. Account Structure
    85. 85. Account Structure• Separate Everything
    86. 86. Account Structure• Separate Everything • Search
    87. 87. Account Structure• Separate Everything • Search • Display
    88. 88. Account Structure• Separate Everything • Search • Display • Mobile
    89. 89. Account Structure• Separate Everything • Search • Display • Mobile • Video
    90. 90. Account Structure• Separate Everything • Search • Display • Mobile • Video • Countries
    91. 91. Account Structure• Separate Everything • Search • Display • Mobile • Video • Countries• Use Adwords Editor to replicate and then switch
    92. 92. Account Structure• Separate Everything • Search • Display • Mobile • Video • Countries• Use Adwords Editor to replicate and then switch• Use Adwords Editor as much as you can
    93. 93. Tricks for best results on GDN
    94. 94. Tricks for best results on GDN• Tag URL’s using “Value Track”
    95. 95. Tricks for best results on GDN• Tag URL’s using “Value Track”• Find the “remnant inventory”
    96. 96. Tricks for best results on GDN• Tag URL’s using “Value Track”• Find the “remnant inventory”• Change your persona to see different ads
    97. 97. 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
    98. 98. 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
    99. 99. 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
    100. 100. 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
    101. 101. 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
    102. 102. 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
    103. 103. 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
    104. 104. 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 phone
    105. 105. Value Track
    106. 106. Value Track• {creative} - will show the creative ID - good for split testing
    107. 107. 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
    108. 108. 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
    109. 109. 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)
    110. 110. 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
    111. 111. 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
    112. 112. 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.com
    113. 113. Find the remnant inventory
    114. 114. Find the remnant inventory• Unsold inventory = house ads• Google Chrome• Adwords
    115. 115. Change your persona
    116. 116. Change your persona• https://www.google.com/ads/preferences/
    117. 117. Change your persona• https://www.google.com/ads/preferences/• Fewer ads: Those who are opted-in see 7% fewer ads than opted-out users.
    118. 118. 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.
    119. 119. 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.•
    120. 120. Remarketing
    121. 121. Remarketing• Only Google call it remarketing, everyone else uses retargeting
    122. 122. Remarketing• Only Google call it remarketing, everyone else uses retargeting• A lot of people only focus on non-buyers
    123. 123. 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
    124. 124. 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
    125. 125. 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”
    126. 126. 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
    127. 127. 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
    128. 128. 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 creepy
    129. 129. Page Level Placements
    130. 130. Page Level Placements• Use Xenu Link Sleuth - http://home.snafu.de/tilman/ xenulink.html
    131. 131. Page Level Placements• Use Xenu Link Sleuth - http://home.snafu.de/tilman/ xenulink.html• Use Scrapebox Sitemap Scraper to find pages in a site
    132. 132. 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
    133. 133. 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 opportunities
    134. 134. Content Bully
    135. 135. 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 10
    136. 136. Check for advertising page• Very few good examples on GDN• Err on the side of caution unless big budget
    137. 137. Use all the extensions you can
    138. 138. Use all the extensions you can• Google +1 will have impact on results
    139. 139. Use all the extensions you can• Google +1 will have impact on results• Will influence organic results
    140. 140. 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
    141. 141. 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
    142. 142. 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
    143. 143. 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
    144. 144. 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
    145. 145. 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?
    146. 146. 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/
    147. 147. 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/
    148. 148. Use AdPlanner
    149. 149. Use AdPlanner• Proper media “planning”
    150. 150. Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/
    151. 151. Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site
    152. 152. Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site• Find similar sites
    153. 153. Use AdPlanner• Proper media “planning”• https://www.google.com/adplanner/• Drill into a site• Find similar sites• Guide you on demographic/audience
    154. 154. 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
    155. 155. 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
    156. 156. 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/research
    157. 157. Tricks for best results on GDN
    158. 158. Tricks for best results on GDN• Understand how running Adsense works as a publisher
    159. 159. 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
    160. 160. 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
    161. 161. 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
    162. 162. 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
    163. 163. 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
    164. 164. 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
    165. 165. 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
    166. 166. 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 know
    167. 167. Understand Adsense (GDN) as a publisher
    168. 168. Tips
    169. 169. Tips• There lot of PLANNING not a is a lot of talk about media BUYING but
    170. 170. 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
    171. 171. 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
    172. 172. 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
    173. 173. 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 campaigns
    174. 174. Talking of tips.....
    175. 175. Talking of tips.....• Covered a small amount• Break-out • Beginners • Intermediate • Advanced • Guerilla
    176. 176. Q&A
    177. 177. Thank You For Your Time
    178. 178. Thank You For Your Time Contact me E-mail : jim.banks@spadesmedia.com Skype : jim_banks AIM : jimbanks46 Live : gdmjim@live.com Twitter : @jimbanks
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