8 Advanced Display Network Tactics


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Whether you’re already advertising on display networks or wondering where to start, there are plenty of advanced techniques that you need to know about right away if you want to get the most out of your display network campaigns.

Join Hanapin Marketing PPC experts Amanda West-Bookwalter and Carrie Albright as they go through 8 Advanced Display Network Tactics.

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8 Advanced Display Network Tactics

  1. 1. #thinkppc8 Advanced DisplayNetwork TacticsHOSTED BY:
  2. 2. #thinkppcPresenters• Carrie Albright– Account Manager at Hanapin Marketing– Blogger at PPC Hero• Amanda West-Bookwalter– Account Manager at Hanapin Marketing– Blogger at PPC Hero
  3. 3. #thinkppcThe TopicAdvanced Display Network Tactics- 8 tactics to keep your Displayperformance at its best, includingtargeting, conversion volume,display ads, and more!
  4. 4. #thinkppcJoin the conversation• Include the hashtag#thinkppcin your Twitter tweets.• Or use the webinar question box to send us questions.
  5. 5. #thinkppcLive Poll Question #1How long have you been in PPC?#thinkppcA. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
  6. 6. #thinkppcLive Poll Question #2How do you manage your account(s)?#thinkppca) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
  7. 7. #thinkppcTactic # 1Creative remarketing lists –custom combinations andcreative Analytics targeting
  8. 8. #thinkppc
  9. 9. #thinkppcTactic # 1
  10. 10. #thinkppcTactic # 1
  11. 11. #thinkppcTactic #2Measure your Displayconversions for volumeimpact
  12. 12. #thinkppcConv. Per 100k Imp.=(100,000*CTR%)*Conv. Rate%Tactic # 2
  13. 13. #thinkppcTactic # 3• Dynamic remarketing!
  14. 14. #thinkppc• Theoretically: Increases CTR & Conv. Rate – great for ecommerceproducts.• Advanced option: pair with contextual keyword or topics in Googleto target while the user is still in research/shopping mode• Third party services: Fetchback, Retargeter, etc.Tactic # 3
  15. 15. #thinkppcTactic # 4• Using Display to collect a name and an email address can have ahigher conversion rate than trying to get a sale or a long, involvedlead form sign-up right away. The less the time and commitment,the greater the chance of conversion, especially on Display.• Use email addresses to later target with email newsletters andspecials, and even on facebook custom audiences.
  16. 16. #thinkppcLive Poll Question #3What is your go-to type of Display campaign,assuming you can only pick one?#thinkppca) Interest categoriesb) Topicsc) Contextual Keywordsd) Managed Placements
  17. 17. #thinkppcTactic #5Utilizing your Display Tool BoxDisplay Planner: The greatest thing you never knew you always needed
  18. 18. #thinkppcTactic #5Individual targeting for keywordsIndividual targeting forplacementsIndividual targeting for video targeting
  19. 19. #thinkppcUserBehaviorBubbleIndustryAd SizeAdFormatLocationTactic #6Display Tool Box: The Display Benchmark ToolWhy we love it:-Knowledge ispower!-Competitors-Watch out!-Ideas galore!
  20. 20. #thinkppcTactic #7RemarketingTopicsContextualDisplay targeting for Enhanced campaigns means a shift in control for multi-layered targetingEnhanced Campaigns means new bidding opportunities for your beloved Display
  21. 21. #thinkppcTactic # 7Select your Display targeting of choice, and then select Target &Bid or Bid only
  22. 22. #thinkppcWhat you’ll see :Tactic # 7
  23. 23. #thinkppcTactic #8Never Too Late To Learn: Display Ad Builder!
  24. 24. #thinkppcTactic #8Helpful tip!
  25. 25. #thinkppcLive Q&A Time!
  26. 26. #thinkppcNeed Help?Would you like help with your PPC accounts and management?I’m interested in:a.) PPC Management: We handle the day-to-day management ofyour PPC account.b.) Account Audit: We review your account for optimizations.c.) PPC Retainer: We handle only specific needs within youraccount.d.) FREE Solutions Blueprint: We look at your account and provideanalysis and consultation (For accounts with $20K+ in adspend).
  27. 27. #thinkppcHave more questions?Thank you for attendingour Advanced Display Network webinar!#thinkppc• Get a free Solutions Blueprint from Hanapin Marketing(for accounts greater than $20K/mo in adspend):http://www.hanapinmarketing.com/solutions-blueprint-sign-up• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com