Introduction to the Google Display Network

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This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.

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Introduction to the Google Display Network

  1. 1. Will  Marlow,  LLC   THE  GOOGLE  DISPLAY  NETWORK  
  2. 2. What Is the Google Display Network (GDN)? •              •  •  The  Google  Display  Network  (GDN)  is  a  network  of  websites     with  adver@sing  space  where  you  can  place  your  ads   The  Google  Display  Network  uses  precise  targe@ng  to  reach     engaged  audiences  -­‐  this  delivers  beDer  results  for   adver@sers   It’s  a  simple,  cost-­‐effec@ve  way  to  adver@se  on  millions  of   high-­‐quality  news  pages,  topic-­‐specific  websites,  video  sites,   and  blogs  
  3. 3. Contextual Targeting vs. Audience Targeting Targe@ng  based   on  behavior   Targe6ng  based  on   iden%ty  
  4. 4. How Do You Target Customers On the Google Display Network? Reach your audience based on how they browse and who they are: Contextual targeting 1.  Keyword contextual targeting 2.  Topic targeting 3.  Placement targeting Audience targeting 1.  2.  3.  4.  Tip: Combining Contextual Targeting with Audience Targeting gets the best results Interest category marketing Demographics Remarketing Similar users
  5. 5. 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  Targe6ng   YOU  pick  the  websites  where  your  ads  will  run.    This  gives  you  the  maximum  amount  of  control.      
  6. 6. Audience Targeting Reach your audience based on who they are: 1.  Interest Category Google looks at the websites someone has visited and makes judgments to show them ads for products that are related to those sites. 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.  
  7. 7. Measuring Success Conversion   Tracking   Display  adver@sing  is   worthless  without   conversion  tracking.   Pick  an  unambiguous   conversion  goal,  such   as  “form  fills”  and   phone  calls.   ADribu@on   Modeling   Conversion  tracking  is   worthless  without  the   right  aDribu@on   model.   First  click  aDribu@on   is  generally  (but  not   always)  going  to  be   more  useful  with   display  adver@sing.   Repor@ng   Display  can  burn   through  a  budget   very  fast  if  you  aren’t   careful.   Be  safe:  get  daily   reports  un@l  you  are   comfortable  with   results.    
  8. 8. Remarke@ng   • Tends  to  have  the  second  highest   ROI,  followed  by  branded  keyword   adver@sing.   Other  Display  Ads   • Tend  to  have  vastly  lower  CPCs  than   keyword  adver@sing.  
  9. 9. Display   Search   Reach  people  who  are  NOT  yet   searching  for  you   Capture  the  “intent”  that  is   inherent  in  keyword  searches   Reach  people  who  ARE  aware  of   compe@tors   Outstanding  ROI  by  alignment  of   keyword  à  ad  text  à  landing  page   Reach  people  who  visited  your   website  at  least  once.     People  spend  only  5%  of  their  @me   searching.   People  spend  95%  of  @me  online   on  “display  network”  sites.  
  10. 10. Thank you. If you want help targeting your customers on the Google Display Network, let’s talk. Will Marlow will@willmarlow.com     m.  202.577.3350  

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