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Layer Google AdWords’
Display Network
Features & Find Success
 WHAT IF THEY SEE YOU? DISPLAY ADS EXPLAINED
John A. Lee
Managing Partner of Clix Marketing – search marketing
agency specializing in PPC, display advertising and
social advertising. In the search game for 7 years.
Articles have appeared on Search Engine Watch, Clix
Marketing Blog, PPC Hero, SEO Boy, Website
Magazine, Wordstream Blog and more.
How to Rock e-Commerce on
Google’s Display Network
    Step 1
        Throw some keywords in an ad group. Call it a Contextual Campaign.
    Step 2
        Put your 3 favorite websites in an ad group. Call it a Placement Campaign.
    Step 3
        Launch. Then take a nap.




                                                           …My Work Here is Done.
WRONG!
Google’s Display Network is like an onion. It has layers.


You must understand the layers and apply them
together for optimal targeting.
GDN Ground Rules

    Segmentation is key.
    Use text and image ad creative.
    Yes, ad position is still a factor.
         Text ads typically show in a block of 3. Position 4 or higher? Fewer impressions.
         Image ads always register as position 1. Don’t let this fool you.
    Target a placement? Increase the bid.
Contextual Targeting
GDN FEATURES
Contextual Targeting
•   Great for prospecting new
    visitors/customers
•   Group keywords thematically to
    target your products & services
      •   Get granular!

•   Layers to build on:
      •   Demographics: Age, Gender

      •   Device Segmentation

      •   Site & Keyword Exclusions
Placement Targeting
GDN FEATURES
Placement Targeting
•   Great for prospecting new
    visitors/customers
•   Find Placments:
      •   Placement performance
          reports, Placement Tool, AdPlanner

•   Just target the placement. Or…
•   Layers to build on:
      •   Demographic: Age, Gender
      •   Keywords
      •   Device Segmentation
      •   Test performance at domain level
          vs. specific URLs
Topic / Category Targeting
GDN FEATURES
Topic / Category
Targeting
•   Great for prospecting new
    visitors/customers
•   Select relevant topics &
    categories from Google’s lists
•   Layers to build on:
      •   Demographic: Age, Gender
      •   Keywords
      •   Device Segmentation
      •   Exclusions
            •   **For topics & categories, this is a
                MUST**
Remarketing
GDN FEATURES
Remarketing                                                                           Visitor Who
                                                                                       Browsed
                                                                                      Product X:
•   Great for closing the conversion loop, customer             New Product          No Purchase
    retention, and more…                                         for Previous
                                                                  Customers
•   Segmentation is KEY
      •   Remarket to visitors who do not convert
      •   Remarket to previous customers for repeat business                     Visitor Who
      •   Segment products, categories, on-site actions, etc.                   Abandoned
                                                                                     Cart
•   Tag ENTIRE website. Create audience segments
    using URLs within AdWords or Google Analytics
•   Layers to build on:
      •   Demographics: Age & Gender
      •   Placements
      •   Keywords (hyper targeting)
      •   Device Segmentation
      •   Exclusions
                                                                Remarketing!!!
Exciting Stuff We Can’t Talk About
GDN FEATURES
Try Out These Exciting Betas
  •   Beta #1
  •   Beta #2
  •   Beta #3
  •   Beta #4
  •   Contact your Google AdWords rep & ask!
Thank You!
Want to Chat?
Twitter: @john_a_lee
Email: john@clixmarketing.com

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Layer Google AdWords' Display Network Features & Find Success

  • 1. Layer Google AdWords’ Display Network Features & Find Success WHAT IF THEY SEE YOU? DISPLAY ADS EXPLAINED
  • 2. John A. Lee Managing Partner of Clix Marketing – search marketing agency specializing in PPC, display advertising and social advertising. In the search game for 7 years. Articles have appeared on Search Engine Watch, Clix Marketing Blog, PPC Hero, SEO Boy, Website Magazine, Wordstream Blog and more.
  • 3. How to Rock e-Commerce on Google’s Display Network  Step 1  Throw some keywords in an ad group. Call it a Contextual Campaign.  Step 2  Put your 3 favorite websites in an ad group. Call it a Placement Campaign.  Step 3  Launch. Then take a nap. …My Work Here is Done.
  • 4. WRONG! Google’s Display Network is like an onion. It has layers. You must understand the layers and apply them together for optimal targeting.
  • 5. GDN Ground Rules  Segmentation is key.  Use text and image ad creative.  Yes, ad position is still a factor.  Text ads typically show in a block of 3. Position 4 or higher? Fewer impressions.  Image ads always register as position 1. Don’t let this fool you.  Target a placement? Increase the bid.
  • 7. Contextual Targeting • Great for prospecting new visitors/customers • Group keywords thematically to target your products & services • Get granular! • Layers to build on: • Demographics: Age, Gender • Device Segmentation • Site & Keyword Exclusions
  • 9. Placement Targeting • Great for prospecting new visitors/customers • Find Placments: • Placement performance reports, Placement Tool, AdPlanner • Just target the placement. Or… • Layers to build on: • Demographic: Age, Gender • Keywords • Device Segmentation • Test performance at domain level vs. specific URLs
  • 10. Topic / Category Targeting GDN FEATURES
  • 11. Topic / Category Targeting • Great for prospecting new visitors/customers • Select relevant topics & categories from Google’s lists • Layers to build on: • Demographic: Age, Gender • Keywords • Device Segmentation • Exclusions • **For topics & categories, this is a MUST**
  • 13. Remarketing Visitor Who Browsed Product X: • Great for closing the conversion loop, customer New Product No Purchase retention, and more… for Previous Customers • Segmentation is KEY • Remarket to visitors who do not convert • Remarket to previous customers for repeat business Visitor Who • Segment products, categories, on-site actions, etc. Abandoned Cart • Tag ENTIRE website. Create audience segments using URLs within AdWords or Google Analytics • Layers to build on: • Demographics: Age & Gender • Placements • Keywords (hyper targeting) • Device Segmentation • Exclusions Remarketing!!!
  • 14. Exciting Stuff We Can’t Talk About GDN FEATURES
  • 15. Try Out These Exciting Betas • Beta #1 • Beta #2 • Beta #3 • Beta #4 • Contact your Google AdWords rep & ask!
  • 16. Thank You! Want to Chat? Twitter: @john_a_lee Email: john@clixmarketing.com