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Using Google Analytics Data to Improve Your Display Campaigns By Joe Martinez

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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: How To Maximize & Measure Performance On The Google Display Network. PRESENTATION: Using Google Analytics Data to Improve Your Display Campaigns - Given by Joe Martinez, @MilwaukeePPC - Granular, Director, Paid Media & Community. #SMX #24B

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Using Google Analytics Data to Improve Your Display Campaigns By Joe Martinez

  1. 1. #SMX #24b @MilwaukeePPC Using Google Analytics Data to Improve Your Display Campaigns THE KNOWLEDGE IS AT YOUR FINGERTIPS
  2. 2. #SMX #24b @MilwaukeePPC It’s Easy to Get in the Display Rut Image source: https://www.shutterstock.com/video/clip-3809807-stock-footage-car-stuck-in-the-mud.html
  3. 3. #SMX #24b @MilwaukeePPC You Might Catch Yourself Using the Same Strategies First I’ll target some keywords These placements look legit Oooo. These topics might work Time to try layering my targets Now I’ll show the same image ads to all of these targets
  4. 4. #SMX #24b @MilwaukeePPC We Can Do Better, and We Already Have the Answers
  5. 5. #SMX #24b @MilwaukeePPC Hi. I’m Joe Martinez - PPC Hero
  6. 6. #SMX #24b @MilwaukeePPC
  7. 7. #SMX #24b @MilwaukeePPC Fun Joe Fact I’m a homebrewer
  8. 8. #SMX #24b @MilwaukeePPC FINDING OUT WHERE YOUR TARGET AUDIENCE LIKES TO BE ONLINE
  9. 9. #SMX #24b @MilwaukeePPC In Google Analytics, Head Over to Referrals
  10. 10. #SMX #24b @MilwaukeePPC Sort By the Most Conversions or Revenue
  11. 11. #SMX #24b @MilwaukeePPC Search for Converting Referrals to Use as Placements
  12. 12. #SMX #24b @MilwaukeePPC But None of My Referrals Have Ad Space Image source: https://kaboutjie.com/parenting/28-ways-to-stop-your-kid-from-crying/
  13. 13. #SMX #24b @MilwaukeePPC Let Display Planner Find Relevant Sites
  14. 14. #SMX #24b @MilwaukeePPC Or Use the Referrals for a Custom Affinity Audience
  15. 15. #SMX #24b @MilwaukeePPC LET’S TAKE THIS ONE STEP FURTHER
  16. 16. #SMX #24b @MilwaukeePPC Add Secondary Dimension of Device Category
  17. 17. #SMX #24b @MilwaukeePPC Make decisions on campaign structure or a head start on bid modifiers
  18. 18. #SMX #24b @MilwaukeePPC USE ANALYTICS TO HELP WIDEN YOUR REACH
  19. 19. #SMX #24b @MilwaukeePPC Head to Interests Overview in the Audience Report
  20. 20. #SMX #24b @MilwaukeePPC Get an Overview of Affinity and In-Market Segments
  21. 21. #SMX #24b @MilwaukeePPC What Do You Know? Analytics Categories Match AdWords!
  22. 22. #SMX #24b @MilwaukeePPC When in a Deeper Category, What Converts Best? Let’s click on the first one
  23. 23. #SMX #24b @MilwaukeePPC Get Age Data to Make Decision on Targets & Ad Content
  24. 24. #SMX #24b @MilwaukeePPC While Age Is the Default View, You Have More Options • Affinity Category • Age • Browser • Browser Size • Browser Version • City • Continent • Country • Gender • In-Market Segment • Language • Metro • Network Domain • Operating System • Other Category • Region • Sub Continent • User Type
  25. 25. #SMX #24b @MilwaukeePPC See Which Goal Action Converts Best with the Audience *Use that goal as the CTA action on your landing page*
  26. 26. #SMX #24b @MilwaukeePPC WE KNOW WHAT THE CUSTOMERS LIKE, BUT WHAT DO THEY EXACTLY WANT?
  27. 27. #SMX #24b @MilwaukeePPC Site search will help answer this question
  28. 28. #SMX #24b @MilwaukeePPC What product categories are most important to your client? Visually show top searched products in your ads. Put the user’s voice in your display ad copy.
  29. 29. #SMX #24b @MilwaukeePPC What You Think Is Most Important May Not Be What I assumed the most searched color was What the most searched color turned out to be
  30. 30. #SMX #24b @MilwaukeePPC Hold Up. Time Out.
  31. 31. #SMX #24b @MilwaukeePPC This is not a remarketing session, but remarketing is still part of the Display Network Create audiences off of search terms and remarket to non- converters.
  32. 32. #SMX #24b @MilwaukeePPC GET MORE INFORMATION ON THE VALUE OF DISPLAY
  33. 33. #SMX #24b @MilwaukeePPC Head Over to Audiences in Google Analytics
  34. 34. #SMX #24b @MilwaukeePPC Create a New Audience from Display Campaigns
  35. 35. #SMX #24b @MilwaukeePPC Add the Audience to Your Search Campaigns
  36. 36. #SMX #24b @MilwaukeePPC See How Display Traffic Affects Search Traffic
  37. 37. #SMX #24b @MilwaukeePPC Share these #SMXInsights on your social channels! #SMXInsights § Display Planner is nice, but Google Analytics shows you what’s already working. § Use referrals to find high-converting placements. § Use in-market and affinity reports to get a head start on broadening reach. § Use search term reports to know what’s important to your current visitors. § Create audiences from Display campaigns. Attach them to every search campaign to see the impact on search.
  38. 38. #SMX #24b @MilwaukeePPC LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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