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7 AdWords Display Hacks That Will Leave Your Competitors Crying in the Corner

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QUICK DIFFERENCE BETWEEN SEARCH & DISPLAY
THE BIGGEST DIFFERENCE - CPCs - CTRs - Conv/Rates Search Network Display Network - CPCs - CTRs - Conv/Rates
SEE OUR PREVIOUS WEBINAR ON ADWORDS SEARCH grow.kissmetrics.com/webinar-105
Delicious Layer Targeting 
 YOUR AUDIENCE IS HUNGRY
NO ONE EVER THINKS ABOUT….
BETTER EXAMPLES… = =
HOW LAYER TARGETING WORKS
THE PLACEMENT LAYER
CONSIDER THE SUBSECTIONS Politics Tech Health Entertainment Travel
CONSIDER INDIVIDUAL PAGES www.cnn.com/tech
WHERE ARE YOUR COMPETITOR’S PLACEMENTS?
SECRET PLACEMENT HELPERS
INSTANT LEARNING CURVE REDUCTION
THE CONTEXTUAL LAYER Gone’ Truffle Huntin’!
MATCH TYPES DON’T EXIST!
THE CONTEXTUAL LAYER
THE INTERESTS LAYER
THE TOPICS LAYER
THE DEMOGRAPHICS LAYER
THE GEO/LANGUAGES LAYER
EVERY DISPLAY BURGER PERFORMS DIFFERENTLY $21 CPA $15 CPA $8 CPA
MORE MONEY FOR GRANDMA © Sebastian Burgold
Gmail Sponsored Promotions 
 COMPETITOR HIJACKING
JUST OUT OF BETA! In beta since 2013, released to the public 09/01/2015!
HIJACK COMPETITOR EMAILS
YouTube Video Ads 
 EYEBALLS ARE STILL SO CHEAP
PRESSURE FROM ADWORDS REP? “You should 
 use YouTube” “But I don’t 
 have a video” - AdWords Rep - You “Sshhh…”
THERE’S SOME TRUTH TO IT
BIGGEST HASSLE OF VIDEO ADVERTISING?
USE FIVERR TO BEGIN
THEN INVEST IN QUALITY
THE DO’S AND DON’TS OF GREAT VIDEO YOUTUBE AD LENGTH 31 Seconds
QUICK MESSAGE FEATURE 5 Seconds
KEEP THEM ENGAGED, KEEP CUTTING 1-3 Seconds
YOUTUBE TARGETING B2B Audience B2C Audience
YOUTUBE REMARKETING
Display Campaign Optimizer 
 TRUFFLE HUNTING ON STEROIDS
AUTOMATE YOUR PLACEMENT SEARCH “ME FIND YOU MONEY *%&@”
HOW TO SET IT UP Need to have at least 15 conversions/month to activate.
BEST PRACTICES OF DCO
THE DON’TS OF DCO
THE DO’S OF DCO DO
KEEP AN EYE ON IT THOUGH “ME WASTED YOU MONEY. ME SORRY *%&@”
CURRENT EVENTS MESS THINGS UP
GET IN THAT DIMENSIONS TAB
PLACEMENTS, APPS, AND MORE…
GET EXHAUSTED FROM COUNTING YOUR MONEY
Tiny Ads In Apps 
 SO EASY IT SHOULD BE ILLEGAL
WHAT THEY LOOK LIKE
WHICH APPS TO TARGET?
THE DATA IS ALREADY THERE Remember the Dimensions tab?
WTF ARE PACKAGE NAMES?
HOW TO FIND PACKAGE NAMES - ITUNES
GOOGLE PLAY Create Mini Baits 
 THE MORE, THE BETTER
AKA, YOUR CHICK LEAD MAGNETS
THE “10 IDEA” TEAM BRAINSTORM GAME
THE MORE BAITS, THE BETTER
wut? mine? HI MOMENTUM TESTING = HI QUALITY AUDIENCE FINDING
HI MOMENTUM TESTING = HI QUALITY AUDIENCE FINDING wut? mine?
MORE THAN JUST THE DISPLAY NETWORK
Strengthen Your Funnel 
 THIS. IS. CRUCIAL.
IT’S HARDER THAN IT LOOKS Where’s my money?
YOUR VALUE FUNNEL LADDER
YOUR NEXT VALUE STEP =
THE VALUE CONTINUES… = = =
EMAIL AUTOMATION & NURTURING
GIVE THEM MORE VALUE THAN YOUR COMPETITORS
GIVE THEM LOVE AND ATTENTION
RISING TIDE LIFTS ALL BOATS
NERD BONUS: GOOGLE VALUETRACK PARAMETERS kboo.st/value-track

Published in: Marketing

7 AdWords Display Hacks That Will Leave Your Competitors Crying in the Corner

  1. 7 AdWords Display Hacks That Will Leave Your Competitors Crying In The Corner JOHNATHAN DANE, KLIENTBOOST
  2. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Johnathan Dane is the founder of KlientBoost, 
 a PPC agency that obsesses over beautifully designed landing pages and aggressive PPC testing. JOHNATHAN DANE CEO/Founder, KlientBoost @JohnathanDane Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.
  3. @NEILPATEL #KissWebinar @Kissmetrics #KissWebinar @JohnathanDane
  4. 1 Delicious Layer Targeting - Your Audience Is Hungry 2 Gmail Sponsored Promotions - Competitor Hijacking 3 Tiny Ads In Apps - So Easy It Should Be Illegal TABLE OF CONTENTS 4 Display Campaign Optimizer - Truffle Hunting On Steroids 5 YouTube Video Ads - Eyeballs Are Still So Cheap 6 Strengthen Your Funnel - This. Is. Crucial.7 Create Mini Baits - The More, The Better
  5. WATCH WEBINAR RECORDING NOW
  6. QUICK DIFFERENCE BETWEEN SEARCH & DISPLAY You have your text ads and product listing ads.
  7. QUICK DIFFERENCE BETWEEN SEARCH & DISPLAY You have text, image, video, rich media ads, etc.
  8. THE BIGGEST DIFFERENCE - CPCs - CTRs - Conv/Rates Search Network Display Network - CPCs - CTRs - Conv/Rates
  9. SEE OUR PREVIOUS WEBINAR ON ADWORDS SEARCH grow.kissmetrics.com/webinar-105
  10. Delicious Layer Targeting 
 YOUR AUDIENCE IS HUNGRY
  11. NO ONE EVER THINKS ABOUT…. Grandma’s Who Are About That Hip Hop Life
  12. NO ONE EVER THINKS ABOUT…. Hairy Dudes That
 Hate Lifting Weights
  13. BETTER EXAMPLES… = =
  14. HOW LAYER TARGETING WORKS Placements Contextual Topics Interests Demographics Geo/Languages
  15. THE PLACEMENT LAYER
  16. CONSIDER THE SUBSECTIONS Politics Tech Health Entertainment Travel
  17. CONSIDER INDIVIDUAL PAGES www.cnn.com/tech
  18. WHERE ARE YOUR COMPETITOR’S PLACEMENTS?
  19. SECRET PLACEMENT HELPERS
  20. INSTANT LEARNING CURVE REDUCTION
  21. INSTANT LEARNING CURVE REDUCTION
  22. INSTANT LEARNING CURVE REDUCTION
  23. THE CONTEXTUAL LAYER Gone’ Truffle Huntin’!
  24. THE CONTEXTUAL LAYER MATCH TYPES DON’T EXIST!
  25. THE CONTEXTUAL LAYER [sweet new rollerblades] “sweet new rollerblades” +sweet +new +rollerblades sweet new rollerblades
  26. THE INTERESTS LAYER “Travel ads for travel fans” - Google
  27. THE INTERESTS LAYER
  28. THE INTERESTS LAYER Affinity Audience
  29. THE INTERESTS LAYER In-Market Audience
  30. THE TOPICS LAYER “I love cakes” “I love hippie stuff”
  31. THE TOPICS LAYER
  32. THE DEMOGRAPHICS LAYER Every ad group will have different demographic insights.
  33. THE GEO/LANGUAGES LAYER
  34. EVERY DISPLAY BURGER PERFORMS DIFFERENTLY $21 CPA $15 CPA $8 CPA Interests Placements Contextual Demographics Topics Contextual
  35. MINI BURGERS ARE THE BEST The more layers you use, the smaller your audience gets, but that’s a good thing.
  36. MORE MONEY FOR GRANDMA © Sebastian Burgold
  37. Gmail Sponsored Promotions 
 COMPETITOR HIJACKING
  38. JUST OUT OF BETA! In beta since 2013, released to the public 09/01/2015!
  39. HIJACK COMPETITOR EMAILS Cost per conversion -50% compared to search.
  40. UPGRADE TO A MINK COAT Oh you fancy huh?
  41. YOU HAVE GMAIL AD OPTIONS! Start with the Gmail image template, then experiment.
  42. YouTube Video Ads 
 EYEBALLS ARE STILL SO CHEAP
  43. PRESSURE FROM ADWORDS REP? “You should 
 use YouTube” “But I don’t 
 have a video” - AdWords Rep - You “Sshhh…”
  44. THERE’S SOME TRUTH TO IT “You should 
 use YouTube” “Okay! Whatever 
 you say Mr. Google!”- AdWords Rep - Poor Advertiser Monthly Viewership = 10 Super Bowl Audiences Cost per views as low as $0.01, still! Second biggest search engine, after Google
  45. BIGGEST HASSLE OF VIDEO ADVERTISING? “Would you like
 some turkey?”
  46. BIGGEST HASSLE OF VIDEO ADVERTISING? “Or how about
 this pie?”
  47. USE FIVERR TO BEGIN WITH “explainer video” “animation video” “business video”
  48. THEN INVEST IN QUALITY
  49. THE DO’S AND DON’TS OF GREAT VIDEO ADS Mike Arce, Loud Rumor (aka, YouTube BAWS)
  50. YOUTUBE AD LENGTH 31 Seconds
  51. QUICK MESSAGE FEATURE 5 Seconds
  52. KEEP THEM ENGAGED, KEEP CUTTING 1-3 Seconds
  53. YOUTUBE TARGETING B2B Audience B2C Audience
  54. YOUTUBE REMARKETING If your YouTube library is big, then you must take advantage.
  55. Display Campaign Optimizer 
 TRUFFLE HUNTING ON STEROIDS
  56. AUTOMATE YOUR PLACEMENT SEARCH “ME FIND YOU MONEY *%&@”
  57. HOW TO SET IT UP Need to have at least 15 conversions/month to activate.
  58. BEST PRACTICES OF DCO Set Target CPA at or above the minimum recommended CPA Set daily budget higher than (10 x Target CPA) Set ads to ‘optimize for conversions’ Set delivery to ‘standard’ (not accelerated) Use all ad formats and use as few ad groups as possible Allow 1-2 days for traffic to ramp-up, 1-2 weeks before changes “MONEY *%&@”
  59. THE DON’TS OF DCO DO NOT make full ad swaps. DO NOT change the target CPA constantly. DO NOT move high performing placements out. DO NOT test a ton of radically different landing pages.
  60. THE DO’S OF DCO DO gradually rotate in new creatives. DO create new ad groups for thematically different creatives. DO use target CPA bid to control traffic volumes.
  61. KEEP AN EYE ON IT THOUGH “ME WASTED YOU MONEY. ME SORRY *%&@”
  62. CURRENT EVENTS MESS THINGS UP Especially if you’re trying to sell corn online.
  63. GET IN THAT DIMENSIONS TAB
  64. PLACEMENTS, APPS, AND MORE… Cost per conversion -43% compared to search.
  65. GET EXHAUSTED FROM COUNTING YOUR MONEY
  66. Tiny Ads In Apps 
 SO EASY IT SHOULD BE ILLEGAL
  67. WHAT THEY LOOK LIKE
  68. WHICH APPS TO TARGET?
  69. THE DATA IS ALREADY THERE Remember the Dimensions tab?
  70. WTF ARE PACKAGE NAMES?
  71. HOW TO FIND PACKAGE NAMES - ITUNES iTunes uses a numerical app identifier.
  72. HOW TO FIND PACKAGE NAMES - GOOGLE PLAY Google Play uses a text based app identifier.
  73. Create Mini Baits 
 THE MORE, THE BETTER
  74. AKA, YOUR CHICK LEAD MAGNETS White papereBook Infographic
  75. THE “10 IDEA” TEAM BRAINSTORM GAME Rules Of The Game - Each idea can only take one day to create - Each idea must provide actual value - Each idea must unique to your branding - Each idea must be free to the prospect
  76. THE MORE BAITS, THE BETTER 1) Coupon 2) Checklist/Cheatsheet 3) Quiz 4) Video/Video Course 5) Toolkit (collection of tools) 6) Calendar 7) Podcast/Interview 8) Consultation 9) Tickets To Something 10) Live Demo 11) Email Course 12) Physical Product Giveaway 13) Swipe File 14) Infographic/Gifographic 15) Free Quote 16) White Paper 17) eBook 18) T-shirt 19) Industry Stats 20) Case Study
  77. 1 BAIT = 10 BAITS
  78. wut? mine? HI MOMENTUM TESTING = HI QUALITY AUDIENCE FINDING
  79. HI MOMENTUM TESTING = HI QUALITY AUDIENCE FINDING wut? mine?
  80. MORE THAN JUST THE DISPLAY NETWORK
  81. Strengthen Your Funnel 
 THIS. IS. CRUCIAL.
  82. IT’S HARDER THAN IT LOOKS Where’s my money?
  83. YOUR VALUE FUNNEL LADDER
  84. YOUR NEXT VALUE STEP =
  85. YOUR NEXT VALUE STEP =
  86. THE VALUE CONTINUES… = = =
  87. EMAIL AUTOMATION & NURTURING
  88. GIVE THEM MORE VALUE THAN YOUR COMPETITORS
  89. GIVE THEM LOVE AND ATTENTION
  90. RISING TIDE LIFTS ALL BOATS
  91. NERD BONUS: GOOGLE VALUETRACK PARAMETERS kboo.st/value-track
  92. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
  93. JOHNATHAN DANE CEO/Founder, KlientBoost @JohnathanDane johnathan@klientboost.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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