2. AGENDA
Google Ads
Training
GDN
1. Introduction
a. What is the GDN?
b. GDN Inventory
2. How the GDN Work? - Campaign Type
3. Audience Targeting
a. Contextual & Audience Targeting
b. Targeting Deepdive & Performance
4. Ad Format
5. Technical Set-up
4. 1 What is The Google Display Network (GDN)?
GDN is Display advertising on Google Display ads
With Google Display ads as your advertising ally, you can reach over 90% of global internet users across
more than three million apps and websites. This kind of reach allows you to learn about consumer
behavior, identify valuable audiences, and engage with those audiences quickly and often.
5. 1 GDN - What's the value of Google Display ads?
Google Display ads helps you deliver relevant advertising as people browse the web. It connects your
business with your customers — future and existing. With a variety of bidding options, popular ad
formats, and transparency into performance, Google Display ads drives results every day for thousands
of advertisers around the world.
6. 1 GDN - Inventory
The Google Display Network is designed to help you find the right audience. Its targeting options let you
strategically show your message to potential customers at the right place and the right time
The Display Network is a collection of websites—including specific Google websites like Google Finance,
Gmail, Blogger, and Youtube—that show ads. This network also includes mobile sites and apps.
7. 2 GDN - How does it work?
Display campaigns are where you set how, when, and where your ads show.
Smart Display campaigns.
...are a campaign type that uses full automation. It bundles
together all the pillars of successful Display campaigns and
accesses the best of Google’s machine learning capabilities to
optimize and automate nearly all aspects of your Display
campaigns. You provide a few inputs: what your ads will say,
images you want to use, daily budget, and cost-per-acquisition
(CPA) performance targets. Google will mix and match your ads at
scale.
Note
To be eligible to set up a Smart Display campaign, you need to
have gotten at least 50 conversions on Display — or at least 100
conversions on Search — in the last 30 days.
Standard Display campaigns
If you’re looking for full control over all aspects of your Display
campaign, then a Standard Display campaign is right for you. You
can manually select your targeting, bidding, and ad formats.
2 GDN campaign types
Smart Display campaigns offer full automation, and Standard Display campaigns offer more control.
8. 2 GDN - Campaign Type Comparison
Components Smart Display Campaign Standard Display Campaign
Objective
Focused on performance and currently only
runs on search
Wants to reach new potential customers
Build awareness: Increase how well people
know your brand.
Influence consideration: Encourage people to
explore your products or services.
Drive action: Get sales or leads by motivating
people to take action.
Targeting
Automated targeting
Targeting optimizes where the campaign runs,
which means ads increasingly show where
they’ll get you the most business. Smart
Display campaigns drive remarketing and
prospecting alike.
Keywords and topics related to what your
offer
- Specific websites or pages
- Specific audiences based on their interests,
demographics, or whether they've visited your
website before.
9. 2 GDN - Campaign Type Comparison
Components Smart Display Campaign Standard Display Campaign
Bidding
Automated bidding
Instead of bidding manually, you specify a
Target CPA or Target ROAS you’d like to
achieve and Google will manage the CPC bids
on a per-auction basis, based on the likelihood
that the auction will generate a conversion.
- Enhanced CPC: Automatically adjusts your
manual bid up or down based on each click’s
likelihood to result in a conversion
- Maximize Conversions: Drive as much
conversion volume as possible within your
budget
- Target CPA: Automatically sets bids to help
you increase conversions while reaching your
average cost-per-acquisition goal
- Target ROAS: Automatically sets bids to
help get as much conversion value as possible
at the target return on ad spend you set
10. 2 GDN - Campaign Type Comparison
Components Smart Display Campaign Standard Display Campaign
Placement
Smart Display campaigns run across the three
million websites and apps available on
Google Display ads, including AdMob and
Google owned and operated properties such
as YouTube.
- Placement can refer to several things, such
as an entire website, a subset of a website
(such as specific pages from that site), an
individual ad unit positioned on a single page,
a video, a mobile phone app, and more.
- You can choose specific locations by adding
managed placements. You can also let Google
choose relevant automatic placements for you
based on your keywords or other targeting
methods.
11. 2 GDN - Campaign Type Comparison
Components Smart Display Campaign Standard Display Campaign
Creative
Automated creatives
Ads are automatically generated from the
building blocks you provide, like headlines,
descriptions, logos, and images. They
responsively fit into almost all ad slots across
Google Display ads.
Note: Smart Display campaigns can also use
your data feed to render dynamic ads based on
the items in your feed.
Ad Formats
There are two main types of ad formats you
can leverage for your Display campaign:
- Responsive Display ads:
Greater efficiency and scale
- Uploaded ads (Image & AMPHTML):
Greater control
Banner Size: LINK
12. 3 GDN - Targeting
THE TYPES OF TARGETING YOU CAN DO USING GDN
13. 3 GDN - Contextual Targeting
CONTEXTUAL TARGETING
Reach your audience based on how they
browse:
■Keyword Contextual Targeting Google
matches keywords in your campaign with
themes on the display network.
■Topic Targeting Google has categorized
thousands of sites and pages for you to
choose from.
■Placement Targeting YOU pick the
websites where your ads will run. This
gives you the maximum amount of control.
14. 3 GDN - Audience Targeting
AUDIENCE TARGETING
Reach your audience based on who they are:
■1. Affinity and Inmarket Google looks at the interest
and behaviors to segment accurately
■2. Demographics Select audience based on “inferred
age” or gender.
■3. Remarketing Show your ads to people who visited
your website at least once.
■4. Similar users Google’s has what it calls
“look-a-like technology” to find consumers with
similar browsing habits to those on a remarketing list.
15. 3 GDN - Targeting - Deepdive
Here are different ways you can reach specific audiences with your ads:
Remarketing allows you to show your ads on Display Network sites and apps to people who previously
visited your website or interacted with your business, and tailor your messages specifically for them. Your
ads may also reach previous visitors of your mobile website in mobile apps they're using on the same device
and across devices.
Audience targeting allows you to reach people based on their interests, such as sports or travel, even when
they visit a page related to a different subject on the Display Network or YouTube.
Affinity audiences: Select from these audiences to reach potential customers and make them aware
of your business.
In-market audiences: Select from these audiences to find consumers who are researching and
actively considering buying products or services like those you offer.
These audiences are designed for advertisers focused on getting conversions from highly qualified
customers. In-market audiences can help drive remarketing performance and reach consumers close
to completing a purchase.
Demographic targeting lets you reach people on the Display Network who are associated with certain
demographic categories, like gender or age range.
Customer Match lets you show ads to customers based on data about those customers that you share with
Google
17. 4 GDN - Format - Static
Below are some of the highest performing ad sizes:
● 300 x 250: Medium rectangle. Works best when
integrated within an article or at the end of a post.
● 336 x 280: Large rectangle – slightly larger
rectangle, which again works best within articles.
● 728 x 90: Leaderboard ad that is placed at the
header of a website
● 300 x 600: Half page ad, which often times is
displayed on the sidebar
● 320 x 100: Large mobile banner that is common in
mobile apps and games. The alternative mobile
banners are 320×50 and 300×250.
18. 4 GDN - Format - Responsive
Responsive display ads offer an automatic and flexible way to mix all creatives combination
and test to pick out the most performing ones - all supported by Google algorithm
Creative elements Flexible banners
Prediction + Automation
20. 1 LDN - Overview
Currently LDN: includes VIP publishers such as Eclick, Admicro, Adtima, Coccoc
Pricing model: auction (CPC / CPM / CPA) and package (CPD)
Targeting audience: Quite simple, basic like demographics, interests, location ...
Local display network (LDN) is the display network provide by Vietnam Publisher
21. 1 LDN - Overview
eClick sở hữu các giải pháp truyền thông tổng thể, tiếp cận hàng triệu người dùng trên hệ thống Publisher
độc quyền hàng đầu Việt Nam (Vnexpress, Ngoisao,net, iOne…)
22. 1 LDN - Overview
More product information: HERE
28. The common and basic ad format used to boost for
the total brand awareness through Youtube
placement
● Type of format: Video, allow to skip after 5
seconds
● Placement:
○ Youtube in stream videos
○ Partners sites and apps on display
network
● Bidding: Target CPM, CPV
TRUEVIEW INSTREAM & TRUEVIEW FOR REACH
YOUTUBE - OVERVIEW - AD FORMAT
29. The video ad format of youtube to have advertisers
utilize the CTA and optimize with CPA target
● Type of format: Videos, allow skip after 5
seconds, CTA button included, have ability t o
optimize for selected actions
● Placement: Youtube Videos, Display network
● Bidding: CPA, maximize conversion
TRUEVIEW FOR ACTION
YOUTUBE - OVERVIEW - AD FORMAT
30. The video of youtube to have show suggested banner
(and some text) to attract viewers click and watch
video
● Type of format: Thumbnail banners, headline,
content & description
● Placement:
○ On Youtube Search results
○ Alongside related Youtube videos
○ On the Youtube mobile homepage
● Bidding: Viewable CPM, maximum CPV
YOUTUBE DISCOVERY
YOUTUBE - OVERVIEW - AD FORMAT
31. Bumpers ads are short unskippable ads under 6
seconds, provide multiple touch points with each user
and tease them with a well-built message
Video Length: Up to 6 seconds
Timing: Pre,mid,post-roll
Placement: Youtube Videos, Video parner sites and
apps on Google network
CTA: Optional 10-character long CTA & 15-character
headline
Bidding: Impression (CPM)
BUMPER ADS
YOUTUBE - OVERVIEW - AD FORMAT
32. The youtube unskippable is previous the “pre-roll” ads
with show before the selected videos, the length for
unskippable is 15 seconds
Video length: up to 15 seconds
Placement: Youtube videos, Display network
CTA (Optional): 10 character long CTA and 15-char
headline
Charge: Impressions
YOUTUBE UNSKIPPABLE ADS
YOUTUBE - OVERVIEW - AD FORMAT
33. Outstream ads are mobile-only (Mobile & tablet devices) videos that
play on partner website and within apps. The purpose of outstream
ads is to expand the reach. Outstream ads begin playing video with
sound-off.
Video length: Normal trueview video
Timing: Anywhere in the network placements
Placement: Display ad network
CTA (Optional): 10-character long CTA & 15-characters headline
Pay for: Impression (CPM) - Only when users see the video for
2-seconds or more
OUTSTREAM ADS
YOUTUBE - OVERVIEW - AD FORMAT
34. This ad type will send a consumer on a step-by-step journey using different YT Ads. Each step has a distinct goal and can have
different bidding strategies. In short, you can use In-stream, bumper or a variety of both to take consumer on a track to
purchase
AD SEQUENCE
YOUTUBE - OVERVIEW - AD FORMAT
35. Based on objective of the campaign, using relevant format to maximize effectiveness
YOUTUBE - OVERVIEW - OBJECTIVE APPROACH
38. STRUCTURE
CAMPAIGN 1
AD GROUP AD GROUP
ADS ADS ADS ADS
CAMPAIGN
AD GROUP AD GROUP
ADS ADS ADS ADS
YOUTUBE - OVERVIEW - IMPLEMENTATION
39. 2. CHANNEL SHARING | Youtube - How
CAMPAIGN OPTION
CAMPAI
GN
TYPE
ADS
FORMAT
BIDDING
&
BUDGET
LOCATI
ON &
LANGUA
GE
DEVICE
TRACKING
CAMPAIGN
TYPE
ADS
FORMAT
BIDDING &
BUDGET
LOCATION
&
LANGUAGE
AUDIENCE
&
CONTENT
6 important factors in creation campaign
