How to effectively manageGoogle Display Campaigns?    A Semetis Methodology.  Tuesday 28 February 2012 @ Googleplex Brusse...
1. Introduction
Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Opt...
Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Opt...
2. Structure your campaigns                              5
2. Structure your campaignsAccount Structure: A separate account ?                      AdWords                        MCC...
2. Structure your campaignsAccount Structure: Within your existing Account ?                    Search Campaign 1         ...
2. Structure your campaignsCampaigns Structure: a few questions- Several countries/regions?- Several languages?- At the sa...
2. Structure your campaignsCampaigns Structure                          Belgium FR - Promo Banners                        ...
2. Structure your campaignsCampaigns Structure                                Interest Targeting                          ...
2. Structure your campaignsHow to integrate Auction-based YouTube in your structure?Separate YouTube targeting in its own ...
2. Structure your campaignsRemarketingSeparate remarketing targeting in its own campaign• Specific KPI’s for a specific au...
Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Opt...
3. Try out a variety of methods                                  14
3. Try out a variety of methodsContextual targeting       •   Easy to implement       •   Quite accurate targeting       •...
3. Try out a variety of methodsTopic targeting        •    Target very specific            sectors/categories        •    ...
3. Try out a variety of methodsPlacements targeting       • Very efficient especially if the         placement offers     ...
3. Try out a variety of methodsInterest Based targeting      •    Important & qualitative reach      •    Good for brandin...
3. Try out a variety of methodsRemarketing       • The most advanced form of         targeting       • Higher convertion r...
3. Try out a variety of methodsHow to find the right placements/audience/topic?                      Use the Google Ad Pla...
Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Opt...
4. Analyse & OptimizeWhich metrics?                                             Relative CTR        View through conversio...
4. Analyse & OptimizeIncrease biddings/daily budgets based on metrics   CTR > 0.10%   Bounce rate < 50%              Incr...
4. Analyse & OptimizeEvaluate what the best topics are…                                     Some topics do not            ...
4. Analyse & OptimizeManage the topics & audiences     Increase CPC for this topic/audience     Pause the topics/audienc...
4. Analyse the performanceUse the reach & frequency report to set up yourcapping                                          ...
4. Analyse & OptimizeUpdate your message frequently!           Week 1                      Week 2          -Sales-        ...
4. Analyse & OptimizeCustom report in Google Analytics   Quality of the traffic – Goals completion Analysis               ...
4. Analyse & OptimizeEvaluate your placements in Analytics Managed placement versus automatic placements?                 ...
4. Analyse & OptimizeAdd and Exclude placements accordingly                                         30
4. Analyse & OptimizeAdd more specific URLs with good performances                                                31
Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Opt...
6. Semetis top tips  Different campaigns/accounts for Display and for Search  Structure your adgroups and campaigns acco...
Thank you !              34
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Google-Semetis Display Event - How to effectively manage Google Display Campaigns? A Semetis Methodology.

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How to effectively manage Google Display Campaigns? A Semetis Methodology. Presented by Julien Cornet & Cécile Quinon, Account Managers @Semetis

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Google-Semetis Display Event - How to effectively manage Google Display Campaigns? A Semetis Methodology.

  1. 1. How to effectively manageGoogle Display Campaigns? A Semetis Methodology. Tuesday 28 February 2012 @ Googleplex Brussels 1
  2. 2. 1. Introduction
  3. 3. Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Optimize accordingly5. Semetis top tips 3
  4. 4. Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Optimize accordingly5. Semetis top tips 4
  5. 5. 2. Structure your campaigns 5
  6. 6. 2. Structure your campaignsAccount Structure: A separate account ? AdWords MCC New Account AdWords AdWords Search Display Account Account 6
  7. 7. 2. Structure your campaignsAccount Structure: Within your existing Account ? Search Campaign 1 Search Campaign 2 AdWords Account Display Campaign 1 New Campaigns Display Campaign 2 7
  8. 8. 2. Structure your campaignsCampaigns Structure: a few questions- Several countries/regions?- Several languages?- At the same time?- Different budgets?- Youtube ?- Remarketing ? 8
  9. 9. 2. Structure your campaignsCampaigns Structure Belgium FR - Promo Banners Belgium NL - Promo Banners Belgium FR - YouTube - Promo Banners AdWords Account Belgium NL - Youtube - Promo Banners France FR - Promo Banners France FR - YouTube - Promo Banners 9
  10. 10. 2. Structure your campaignsCampaigns Structure Interest Targeting Topics Targeting Placements Belgium FR - Promo Banners Contextual: theme A Contextual: theme B Contextual: theme C 10
  11. 11. 2. Structure your campaignsHow to integrate Auction-based YouTube in your structure?Separate YouTube targeting in its own campaign• To allow every part of the Google Display Network to receive a well-distributed share of impressions.• To use specific cappings, CPC biddings, geographic & demographic bidding, and targeting methods to optimize the campaign for YouTube. 11
  12. 12. 2. Structure your campaignsRemarketingSeparate remarketing targeting in its own campaign• Specific KPI’s for a specific audience.• Exclude it as an audience in other campaigns 12
  13. 13. Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Optimize accordingly5. Semetis top tips 13
  14. 14. 3. Try out a variety of methods 14
  15. 15. 3. Try out a variety of methodsContextual targeting • Easy to implement • Quite accurate targeting • Requires more maintenance • Find the right balance between specific and generic keywords. Semetis tips Use a maximum of 50 keywords but a minimum of 20. Use negative keywords to filter out ambiguous themes. 15
  16. 16. 3. Try out a variety of methodsTopic targeting • Target very specific sectors/categories • High reach • Limited amount of topics available • Reach within an undercategory can be limited (small countries) Semetis tips If you noticed that a chosen undercategory has too few impression, you can try to go back up one level. (ex: topic: Cycling to topic: real Individual Sports)
  17. 17. 3. Try out a variety of methodsPlacements targeting • Very efficient especially if the placement offers complementary products • Strict control over where your ads appear • Competition can be fierce (high CPC) • Some websites only accept certain ad formats Semetis tips Add top performing placements from your contextual campaigns as managed placements in order to better control its performance.
  18. 18. 3. Try out a variety of methodsInterest Based targeting • Important & qualitative reach • Good for branding purposes • Easy to manage once you find the right audience • It can be hard to find the right audience • This method can be expensive • No control over the websites where the ads appear Semetis tips Exclude specific placements where you do not want your ad to appear Consider a completely separate Campaign for that method.
  19. 19. 3. Try out a variety of methodsRemarketing • The most advanced form of targeting • Higher convertion rate for Display • Address a specific message to a very specific audience • Technical implementations needed • Your audience must be 100 users strong Semetis tips Use the capping settings in order to limit the amount of times that a specific user sees your ad.
  20. 20. 3. Try out a variety of methodsHow to find the right placements/audience/topic? Use the Google Ad Planner! >> https://www.google.com/adplanner 20
  21. 21. Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Optimize accordingly5. Semetis top tips 21
  22. 22. 4. Analyse & OptimizeWhich metrics? Relative CTR View through conversions Conversions CPC & CPM CTR Impressions New Visitors Avg Time on Site Pages/Visit Bounce rate 22
  23. 23. 4. Analyse & OptimizeIncrease biddings/daily budgets based on metrics CTR > 0.10% Bounce rate < 50%  Increase the CPC High avg time on site  Increase the daily budget 23
  24. 24. 4. Analyse & OptimizeEvaluate what the best topics are… Some topics do not have the same reach! … and the best audiences:The audiences havenot the same price! 24
  25. 25. 4. Analyse & OptimizeManage the topics & audiences  Increase CPC for this topic/audience  Pause the topics/audience with low volume  Try new topics with a higher reach  Isolate a well performing topic/audiance in an adgroup 25
  26. 26. 4. Analyse the performanceUse the reach & frequency report to set up yourcapping 26
  27. 27. 4. Analyse & OptimizeUpdate your message frequently! Week 1 Week 2 -Sales- -40% Now! 40% on bikes now! Only 1 week left… www.velosfietsen.be www.velosfietsen.be 27
  28. 28. 4. Analyse & OptimizeCustom report in Google Analytics Quality of the traffic – Goals completion Analysis 28
  29. 29. 4. Analyse & OptimizeEvaluate your placements in Analytics Managed placement versus automatic placements? 29
  30. 30. 4. Analyse & OptimizeAdd and Exclude placements accordingly 30
  31. 31. 4. Analyse & OptimizeAdd more specific URLs with good performances 31
  32. 32. Table of Contents1. Introduction2. Structure your campaigns3. Try out a variety of methods4. Analyse the performance & Optimize accordingly5. Semetis top tips 32
  33. 33. 6. Semetis top tips  Different campaigns/accounts for Display and for Search  Structure your adgroups and campaigns according to targeting methods  The methods are complementary! Try several methods to see what works for you  Allow some time before taking any conclusion and decision  Regularly check the AdWords placement reports and Google Analytics  Reach users more efficiently with frequency capping 33
  34. 34. Thank you ! 34

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