Display network marketing on Google

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Do you get confused by Google's Display Network? Here is a presentation that covers basic concepts and helpful tips on setting up a Display Network Campaign.

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  • Display network marketing on Google

    1. 1. DISPLAY NETWORK MARKETING (THE OTHER 95%) By John Barron
    2. 2. Why Can’t I Just Do PPC?
    3. 3. PPC or Display?
    4. 4. PPC or Display?
    5. 5. PPC or Display?
    6. 6. PPC or Display
    7. 7. PPC or Display “Europeans appear to be particularly receptive to online advertising, and whether it’s due to better creative, less ad clutter, or greater receptivity to onlineads, the implication for brand advertisers is clear: ignore online as a brand-building channel at your own peril.” http://www.comscore.com/WhitherTheClick
    8. 8. Make An ArgumentWhy Display?
    9. 9. Make An ArgumentWhy Display?1. It Gives A Company Control
    10. 10. Make An ArgumentWhy Display?1. It Gives A Company Control • Great tracking, control experience
    11. 11. Make An ArgumentWhy Display?1. It Gives A Company Control • Great tracking, control experience • Variable budgets
    12. 12. Make An ArgumentWhy Display?1. It Gives A Company Control • Great tracking, control experience • Variable budgets • Reach market before search (they should know of you and like you before they buy from you)
    13. 13. Make An ArgumentWhy Display?1. It Gives A Company Control • Great tracking, control experience • Variable budgets • Reach market before search (they should know of you and like you before they buy from you) • Many Networks (Google,Yahoo, AOL)
    14. 14. Make An ArgumentWhy Display?1. It Gives A Company Control • Great tracking, control experience • Variable budgets • Reach market before search (they should know of you and like you before they buy from you) • Many Networks (Google,Yahoo, AOL)2. Compliments PPC
    15. 15. THE BASICSGetting Started
    16. 16. THE BASICSGetting Started1. Online Goals (Break Them Down)
    17. 17. THE BASICSGetting Started1. Online Goals (Break Them Down) • Branding? (CPM)
    18. 18. THE BASICSGetting Started1. Online Goals (Break Them Down) • Branding? (CPM) • Reaching a specific market (CPC)
    19. 19. THE BASICSGetting Started1. Online Goals (Break Them Down) • Branding? (CPM) • Reaching a specific market (CPC) • Special Promotion (CPC)
    20. 20. THE BASICSGetting Started1. Online Goals (Break Them Down) • Branding? (CPM) • Reaching a specific market (CPC) • Special Promotion (CPC)2. Who and Where Is Your Market
    21. 21. THE BASICSGetting Started1. Online Goals (Break Them Down) • Branding? (CPM) • Reaching a specific market (CPC) • Special Promotion (CPC)2. Who and Where Is Your Market • Geography and language
    22. 22. THE BASICSGetting Started1. Online Goals (Break Them Down) • Branding? (CPM) • Reaching a specific market (CPC) • Special Promotion (CPC)2. Who and Where Is Your Market • Geography and language • Are competitors online?
    23. 23. Resources and PlanningImportant Tools
    24. 24. Resources and PlanningImportant Tools1. Great Tools
    25. 25. Resources and PlanningImportant Tools1. Great Tools • Google Placement Tool, Analytics, DoubleClick Ad Planner
    26. 26. Resources and PlanningImportant Tools1. Great Tools • Google Placement Tool, Analytics, DoubleClick Ad Planner • Google Display Ad Builder
    27. 27. Resources and PlanningImportant Tools1. Great Tools • Google Placement Tool, Analytics, DoubleClick Ad Planner • Google Display Ad Builder2. Targeting Choices
    28. 28. Resources and PlanningImportant Tools1. Great Tools • Google Placement Tool, Analytics, DoubleClick Ad Planner • Google Display Ad Builder2. Targeting Choices • Content Based Ads
    29. 29. Resources and PlanningImportant Tools1. Great Tools • Google Placement Tool, Analytics, DoubleClick Ad Planner • Google Display Ad Builder2. Targeting Choices • Content Based Ads • Placement Ads
    30. 30. Resources and PlanningImportant Tools1. Great Tools • Google Placement Tool, Analytics, DoubleClick Ad Planner • Google Display Ad Builder2. Targeting Choices • Content Based Ads • Placement Ads • Both
    31. 31. Resources and PlanningImportant Tools1. Great Tools • Google Placement Tool, Analytics, DoubleClick Ad Planner • Google Display Ad Builder2. Targeting Choices • Content Based Ads • Placement Ads • Both3. Text & Display (Ad Sizes: http://bit.ly/uIl7Kp)
    32. 32. Building Your CampaignWhere Would You Want Your Ads To Be
    33. 33. Building Your CampaignWhere Would You Want Your Ads To Be1. Buckets of Terms For Content Ads
    34. 34. Building Your CampaignWhere Would You Want Your Ads To Be1. Buckets of Terms For Content Ads • 15 -30 words per Adgroup
    35. 35. Building Your CampaignWhere Would You Want Your Ads To Be1. Buckets of Terms For Content Ads • 15 -30 words per Adgroup • Don’t be afraid of too many Adgroups
    36. 36. Building Your CampaignWhere Would You Want Your Ads To Be1. Buckets of Terms For Content Ads • 15 -30 words per Adgroup • Don’t be afraid of too many Adgroups2. Where Does Your Audience Live? (Placement)
    37. 37. Building Your CampaignWhere Would You Want Your Ads To Be1. Buckets of Terms For Content Ads • 15 -30 words per Adgroup • Don’t be afraid of too many Adgroups2. Where Does Your Audience Live? (Placement) • What Publications? (Placement Tool)
    38. 38. Building Your CampaignWhere Would You Want Your Ads To Be1. Buckets of Terms For Content Ads • 15 -30 words per Adgroup • Don’t be afraid of too many Adgroups2. Where Does Your Audience Live? (Placement) • What Publications? (Placement Tool) • Use DoubleClick Ad Planner
    39. 39. Building Your CampaignWhere Would You Want Your Ads To Be1. Buckets of Terms For Content Ads • 15 -30 words per Adgroup • Don’t be afraid of too many Adgroups2. Where Does Your Audience Live? (Placement) • What Publications? (Placement Tool) • Use DoubleClick Ad Planner3. Use Different Campaigns For Display Network
    40. 40. Building Your CampaignWhere Would You Want Your Ads To Be
    41. 41. Building Your CampaignWhere Would You Want Your Ads To Be4. Ad Copy and Landing Page Relevancy
    42. 42. Building Your CampaignWhere Would You Want Your Ads To Be4. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS)
    43. 43. Building Your CampaignWhere Would You Want Your Ads To Be4. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS) • Never just the homepage
    44. 44. Building Your CampaignWhere Would You Want Your Ads To Be4. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS) • Never just the homepage • Action words: learn about, find, discover
    45. 45. Building Your CampaignWhere Would You Want Your Ads To Be4. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS) • Never just the homepage • Action words: learn about, find, discover5. Creative (jpeg, gif, flash, png)
    46. 46. Building Your CampaignWhere Would You Want Your Ads To Be4. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS) • Never just the homepage • Action words: learn about, find, discover5. Creative (jpeg, gif, flash, png) • Envision your ad on a content page
    47. 47. Building Your CampaignWhere Would You Want Your Ads To Be4. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS) • Never just the homepage • Action words: learn about, find, discover5. Creative (jpeg, gif, flash, png) • Envision your ad on a content page • Must be smaller than 50K
    48. 48. Building Your CampaignWhere Would You Want Your Ads To Be4. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS) • Never just the homepage • Action words: learn about, find, discover5. Creative (jpeg, gif, flash, png) • Envision your ad on a content page • Must be smaller than 50K6. Use Content Targeting or Placement or Both
    49. 49. Get It GoingTrack Early and Often
    50. 50. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch
    51. 51. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Conversion tracker (vs. impressions)
    52. 52. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Conversion tracker (vs. impressions) • View-Through tracking
    53. 53. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Conversion tracker (vs. impressions) • View-Through tracking2. Always Try New Buckets
    54. 54. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Conversion tracker (vs. impressions) • View-Through tracking2. Always Try New Buckets • Watch Analytics for results
    55. 55. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Conversion tracker (vs. impressions) • View-Through tracking2. Always Try New Buckets • Watch Analytics for results • Exclude poorly performing placements
    56. 56. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Conversion tracker (vs. impressions) • View-Through tracking2. Always Try New Buckets • Watch Analytics for results • Exclude poorly performing placements • Add well-performing publications to Managed Placements
    57. 57. SummaryWhat To Remember
    58. 58. SummaryWhat To Remember1. Be Specific About Goals
    59. 59. SummaryWhat To Remember1. Be Specific About Goals2. Content, Placement or Both
    60. 60. SummaryWhat To Remember1. Be Specific About Goals2. Content, Placement or Both3. Use Tools For Your Keywords, Publications
    61. 61. SummaryWhat To Remember1. Be Specific About Goals2. Content, Placement or Both3. Use Tools For Your Keywords, Publications4. Automatic Placements Can Help You Find New Opportunities
    62. 62. SummaryWhat To Remember1. Be Specific About Goals2. Content, Placement or Both3. Use Tools For Your Keywords, Publications4. Automatic Placements Can Help You Find New Opportunities5. Track With Conversion Tracker, View- Through Tracker and Analytics
    63. 63. JOHN BARRON johnbarron.net (blog) facebook.com/jfbppcslideshare.net/JohnBarron1

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