Google adwords display campaigns

1. By Aniruddha Dhotre
Digital Marketer

2.  79% of time online is spent outside search
 Quick, cost effective brand awareness / brand’s visibility
 Broaden fan bases
 More affordable CPCs than Search
 Opportunity for remarketing (96% of people who visit
website leave without conversions)
 Allows to catch attention visually
 Reaches 90 percent of Internet users via 2 millions of sites
and 650,000 apps ( Facebook reaches 51% )
 New, more creative ad opportunities
 49% of ad spend on the Google Display Network in 2017
was allocated to mobile devices and tablets, up from 46% a
year prior
 No Quality Score, Low search volume issues

8.  Manual
 Manual CPC
 Automated
 Enhanced CPC
 Target CPA
 Target ROAS
 Maximise Clicks
 Viewable CPM

9.  Location
Must be registered with Google My Business
Affiliate Location
 Call

11.  Keywords
 Remarketing and Similar Audiences
 Interests
Affinity: Banking, Food, etc.
Custom Affinity
In Market
Custom Intent
 Topic: Retail, Sports, Finance , etc.
 Placement
 Demographics: Age, Gender, Parental Status, Household income

12.  No automated Targeting
 Conservative automation
 Aggressive automation

13.  Expanded Text ads
 Responsive
Native advertising is projected to grow by 18% in 2018, which outstrips the
projected growth in video spend (14%). 9x higher CTR, 8x attention
 Image Ads
 Gmail ads

18.  Both Long Headline and Description can end in ellipses if they
don’t fit the space.
 Sometimes headlines will show without the descriptions.
 Headlines will never be shown together.
 Descriptions can be shown with either Short or Long
Headlines.

19.  Light-Limit the size of ads to reduce load times
 Encrypted- Ensure security standards to prevent
exposure to harmful malware and viruses
 Ad Choice Supported- Allow users to opt out of certain
data collection services
 Non Invasive ads- Eliminate ads with irritating
elements such as shaking, blinking, automatic audio
playing

20.  Conversion tracking
 Remarketing tags
 Negative placements
 Check Ad extensions
 Site category/Content exclusions
 Devices Bid Adjustment
 Check CC- Trade mark keywords, Spacing
 Business name must be included in landing page

21.  Managed Placement
 Radius Targeting
 Devices Bidding
 Forecast of impressions
 Frequency capping
 Smart Display- Account level negative placement
 Similar Audiences
 Metrics to check: Display Impr. Share, Display Lost IS (rank), Display Lost IS
(budget)
 Check negative placements
 Exclude 18-24 negative for real estate clients
 Track View Through Conversions:Viewable display ads across the Google
Display Network had a 4X higher lift in conversions than display ads that don’t
meet the MRC (Media Rating Council) standard.
 Targeting Life events in GSP- moving homes, graduating, getting married
 Avoid URLS including sign ups, ideally 15 keyword+URLs

23.  Analytics:
• Topic and Interest targeting : Affinity and In Market
Interests
• Demographic: Age, gender targeting
• Contextual targeting
• Location targeting

24.  Smart Display
Combining contextual and audience-based targeting
Automated bidding, targeting, ads
 Elimination of standard text ads, extended text ads available
 Dynamic ads
Use web feeds to supply updating data into already published display ads
 Gmail ads
 Location extensions
 Custom Intent, Custom Affinity
 AMP Display ads- Loads 5 sec faster than standard ads
 Household Income Targeting
 Display Planner Not Available Directly

26.  Filtering of intent is even more critical to ensure you reach the
right audience on Display
 Apps are nice and shiny, but web is still where the action is.
 Creatives are not effective unless you offer utility to consumer
 More opportunity of brand recall
 Responsive ads are the key ahead- more viewability

27. Thank You