Google ad words 301 - extending search campaigns with display advertising and remarketing
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Google Adwords 301 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into display advertising, display remarketing and search remarketing using sophisticated targeting and compelling creative formats.
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Google ad words 301 - extending search campaigns with display advertising and remarketing
- 1. 1 #GoogleAdWords301 @ivantage with @matt_trimmer Matt Trimmer Principal Consultant & Managing Director These Slides: http://www.slideshare.net/ivantage WIFI: SSID: TOG5 Password: TOGether Google AdWords 301 - Extending search campaigns with display advertising and remarketing
- 2. #GoogleAdWords301 @ivantage with @matt_trimmer 2 Google AdWords curriculum • Google AdWords 101 - Building, optimising and managing search campaigns • Google AdWords 201 - Optimising search campaigns through analysis, structure and control • Google AdWords 301 - Extending search campaigns with display advertising and remarketing • Google AdWords 302 - Extending search campaigns with feeds, dynamic remarketing and shopping
- 3. #GoogleAdWords301 @ivantage with @matt_trimmer 3 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets
- 5. #GoogleAdWords301 @ivantage with @matt_trimmer 5 Session 1 –The Google Display Network, initial targeting and set-up • Introductions, your objectives and building your action plan • Introducing the Google Display Network (GDN) • Understanding and exploring display keywords targeting - content targeting • Creating a display network campaign • Exploring and understanding display campaign settings • Targeting your ads with location targeting • Targeting your ads with location options • Targeting your ads with ad scheduling • Targeting your ads to devices, networks and operating systems • Selecting your initial bid strategy • Selecting your initial budget • Selecting your preferred delivery method • Creating a display ad through copying
- 6. #GoogleAdWords301 @ivantage with @matt_trimmer 6 Session 2 – Planning your display campaign, targeting options, optimisation and analysis • Introducing and using the AdWords display planner • Understanding and exploring affinity audiences targeting • Understanding and exploring in-market audiences targeting • Understanding and exploring topics targeting • Understanding and exploring placements targeting • Understanding and exploring demographics targeting • Understanding and exploring combination targeting • Introducing and understanding target and bid versus bid only • Introducing and understanding the display campaign optimiser • Exploring, understanding and analysing display metrics
- 7. #GoogleAdWords301 @ivantage with @matt_trimmer 7 Session 3 – Creating simple display ads, creative options, video and Google Sponsored Promotions • Understanding dynamic display ads • Understanding and creating responsive ads • Understanding and creating expanded text ads • Understanding and creating image ads • Understanding and using the ad gallery • Understanding lightbox ads • Introducing the rich media gallery • Understanding video ads • Creating general purpose ads • Targeting gmail ads and Google Sponsored Promotions • Creating gmail ads and Google Sponsored Promotions • Advanced targeting of gmail ads and Google Sponsored Promotions • Exploring, understanding and analysing gmail metrics
- 8. #GoogleAdWords301 @ivantage with @matt_trimmer 8 Session 4 – Simple and advanced remarketing to website users, customer e-mails, apps and YouTube users • Introducing and understanding website remarketing • Introducing and understanding remarketing with AdWords tagging • Introducing and understanding remarketing with Google Analytics tagging • Introducing and understanding membership duration • Introducing and understanding frequency capping • Creating remarketing audiences/lists • Creating advanced behavioural remarketing audiences/lists • Introducing and understanding similar remarking audiences • Introducing and understanding remarking list for search ads (RSLA) • Creating search campaigns for RLSA audiences • Optimising search campaigns for RLSA audiences • Introducing and understanding customer email remarketing • Introducing and understanding similar customer emails audiences • Introducing and understanding Youtube channel remarketing • Introducing and understanding Mobile App remarketing • Exploring, understanding and analysing remarketing metrics • Wrap up, conclusions, your action plan and feedback
- 9. #GoogleAdWords301 @ivantage with @matt_trimmer 9 Keeping up to date • Official blog • https://adwords.googleblog.com/ • Google+ • https://plus.google.com/+GoogleAds • Twitter • https://twitter.com/adwords
- 10. #GoogleAdWords301 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today
- 11. #GoogleAdWords301 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally
- 12. #GoogleAdWords301 @ivantage with @matt_trimmer 12 You • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today • Experience with AdWords
- 13. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords advertising formats • Search - where you first focus your spend and effort • Where? • On Google search sites (.co.uk,com, ie, etc) • Google Play, Shopping, Maps • On Google search partner sites (The Google Search Network • Non-Google sites, • Targeting methods? • Keywords • Device • Location • Physical location • Interested in location • In and interested • Time • Location • Format? • Extended text ads, call only ads 13
- 14. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords advertising formats • Display - brand building and enhancing search RoI • Where? • Google Display Network (GDN) - 92% of Internet users • Google Adsense network, AdSense for Domains, AdSense for Errors • DoubleClick Ad Exchange publisher websites • Google sites such as Google Finance, Blogger and YouTube • Targeting? • Keywords - content contextual • Keywords - audience relevant • Topical • Interests - affinity, in-market • Topics of web sites • Geography and/or language • Demographics - Age, gender, parental status • Placements • Formats? • Text, image, responsive video 14
- 15. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords advertising formats • Remarketing - a second bite of the cherry • Where? • GDN • Google search sites with Remarketing Lists for Search Ads • Targeting? • Audiences/lists - who have visited your site • Audiences/lists - who have visited your site and exhibited specific behaviour • Customer email list • Derived similar audience list • Derived similar email list • Formats? • Text, image, responsive, video 15
- 16. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords advertising formats • Dynamic remarketing - content to content • Where? • GDN • Targeting? • Audiences/lists - who have visited your site • Audiences/lists - who have visited your site and exhibited specific behaviour • Customer email list • Derived similar audience list • Derived similar email list • Formats? • Test, image, responsive • Other requirements? • Need a content (products or services) feed 16
- 17. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords Advertising formats • Call-only ads • Google Search • Gmail Sponsored promotions • Personal Gmail UsersDisplay • Shopping • Integrates with Google Merchant Centre • Product Listing Ads (PLAs) • Google Search • Video • TrueView in-stream ads, TrueView in-display ads, Bumper ads • GDN, YouTube • Universal app • App install campaign across • Google Search, GDN, YouTube • Dynamic Search Ads • Automated keyword research • Google Search 17
- 18. #GoogleAdWords301 @ivantage with @matt_trimmer GDN • Google Display Network (GDN) - 92% of Internet users • Google Adsense network, AdSense for Domains, AdSense for Errors • Publishers earning tool • DoubleClick Ad Exchange publisher websites • Capacity spare at auction from the DoubleClick network • Ad serving technology and ad network acquired by Google in 2008 $3.1bn • Google sites such as Google Finance, Blogger and YouTube • YouTube squired by Google in 2006 for $1.65bn 18
- 19. #GoogleAdWords301 @ivantage with @matt_trimmer Display formats • Text ads • The ones you use on search • Image ads • Rich media ads • Animated, interactive • Video ads • On YouTube and Google video partner sites • Examples • https://goo.gl/1JDgke • https://www.richmediagallery.com/ 19
- 20. #GoogleAdWords301 @ivantage with @matt_trimmer Display campaign • Always best to have a display only campaign • Not search with display select 20
- 21. #GoogleAdWords301 @ivantage with @matt_trimmer Display targeting - primary options • Geographic, location options and language • Device • No longer search • Interruption marketing 21
- 22. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - contextual • Display keywords • You ad will appear on site related to you chosen keywords • Some of my favourite examples! • https://goo.gl/seyW9Q • Beware the audience/content setting • If set to audience, it’s no longer contextual 22
- 23. #GoogleAdWords301 @ivantage with @matt_trimmer Targeting optimisation • In addition to chosen targeting • AdWords enables automatic targeting • Like match types • Conservative targeting • Like broad match modifier for display • Aggressive targeting • Requires 15 conversions per month • Display Campaign Optimiser • Like broad match for display 23
- 24. #GoogleAdWords301 @ivantage with @matt_trimmer Display bidding strategies • Manual CPC or Enhanced CPC • Default ad group bid • Custom bids for your secondary targeting options • If enabled (Edit a bid to enable) • Bid adjustments you made • If enabled (Edit a bid to enable) • Target CPA • Target ROAS • Maximise clicks • Viewable CPM 24
- 25. #GoogleAdWords301 @ivantage with @matt_trimmer Viewable CPM (Active View) • CPC • Clicks for something and your impressions for free • Viewable CPM (Cost per Mille 1000) • 50% of the ad shows on a screen • For 1 second or longer • Or for 2 seconds or longer on video ads • On some sites on the GDN • DoubleClick AdExchange • YouTube • Metrics • Performance (Active View) 25
- 27. #GoogleAdWords301 @ivantage with @matt_trimmer AdWords display planner • Targeting ideas and impression estimates • Like the keyword planner but for display 27
- 28. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - interests • Affinity audiences • Custom affinity audiences • In-market audiences • Look in Google Analytics for an idea about your current audience 28
- 29. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - topical • Predefined topics • Extensive topic codes • https://goo.gl/VS33ZA 29
- 30. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - demographics • Gender • Age • Parental status 30
- 31. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - placements • Choose the website where your ads will appear • Managed placements 31
- 32. #GoogleAdWords301 @ivantage with @matt_trimmer Placements to avoid • Mobile apps • Fat fingers • Exclude • adsenseformobileapps.com 32
- 33. #GoogleAdWords301 @ivantage with @matt_trimmer Combining secondary targeting • Narrowing your reach • Keywords & placements • Keywords & in-market • Targeting options • Target & bid • Bid only • Use of Target & Bid narrows your targeting • Target & Bid “ands” targeting options together • Bid only • Allows for bid adjustments or specific bids 33
- 34. #GoogleAdWords301 @ivantage with @matt_trimmer Display metrics • Impressions, interactios, conversions • Display Impression Share • Display Lost IS (rank) • Low means loosing out due to budget or bids • Display Lost IS (budget) • High means loosing out due to budget • Reach metrics • Unique cookies • Avg. imp freq. per cookie • Unique viewers • Avg. view freq. per cookie • Avg. imp. freq per user 34
- 35. #GoogleAdWords301 @ivantage with @matt_trimmer Good practice • Use different ad groups for different target options • Ad Group #1: Keywords Only • Ad Group #2: Topics/Interest Only • Ad Group #3: Placement • Assess performance 35
- 37. #GoogleAdWords301 @ivantage with @matt_trimmer Display formats • Text ads • The ones you use on search • Image ads • Rich media ads • Animated, interactive • Video ads • On YouTube and Google video partner sites • Examples • https://goo.gl/1JDgke • https://www.richmediagallery.com/ 37
- 38. #GoogleAdWords301 @ivantage with @matt_trimmer Text ads on the GDN • Expanded text ads (ETAs) are responsive ads • May have different format for description line • May run in native or image format • Ad extensions • Social, local and call may appear • Responsive ads • Can be text but have different formats • Adapt to fit wide variety of available ad spaces • Visual formats • Image format • Supplement with logo and other images • Native format • Blends in with publisher’s site • Can opt out: • https://goo.gl/Rg88XD 38
- 39. #GoogleAdWords301 @ivantage with @matt_trimmer Image ads • Again now a responsive ad for display • Upload or scan images • Uploading your own • Specifications • https://goo.gl/pvKwx5 • Common Image Sizes • https://goo.gl/F4MXg3 39
- 40. #GoogleAdWords301 @ivantage with @matt_trimmer Ad gallery • Formally the display ad builder • Helps you create • Image ads • Dynamic ads (tomorrow’s course) • Gmail ads • Video ads 40
- 41. #GoogleAdWords301 @ivantage with @matt_trimmer Rich media ads • Broad range of creative choices • https://www.richmediagallery.com 41
- 42. #GoogleAdWords301 @ivantage with @matt_trimmer General tips • Be explicit about your call-to-action, in a button or somewhere else • Balanced ad content • Try different ad ideas • Include prices, promotions, and exclusives • Provide a relevant landing page • Test different ad sizes • Go mobile! 42
- 43. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube • Display placement ad group • youtube.com • Video campaign • In-stream or • Bumper 43
- 44. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube formats-no video required • YouTuber’s perspective • https://goo.gl/x6HPha • Display ads • Appear to the right/below main video on desktop • Across YouTube • 300x250 or 300x60 • Production information • https://goo.gl/4A4NNs • Overlay ads • Semi-transparent overlay ads appear in the lower 20% of main video on desktop • On YouTube videos, on videos on partner sites • 468x60 or 728x90 image or text • Production information • https://goo.gl/jeEY1d 44
- 45. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube formats- video required, skippable • TrueView in-stream ads • On YouTube videos, on videos on partner sites, and apps on the GDN • Allow skip after 5 seconds on desktop, mobile, consoles • Inserted before, during or after main video • Pay only when 30 seconds of video is watched, completed or interacted with • Production information • https://goo.gl/FyWc2P • TrueView video discovery ads • On YouTube search results, alongside related YouTube videos, on the YouTube mobile home page • Production information • https://goo.gl/feSk8v 45
- 46. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube formats- video required, non- skippable • Bumper ads • 6 second ads • Inserted before main video • CPM pricing - pay for each impression • On YouTube videos, on videos on partner sites, and apps on the GDN • Production information 46
- 47. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube formats- video required • Sponsored cards • Channel cards • Link to a YouTube Channel • Donation cards • US only - link to non-profit organisation • Fan funding • Allow fans to make a monetary contribution • Link cards • Link to an associated site • Link to an approved crowdfunding site for your project • Link to licensed merchandise on approved sites • Poll cards • Link to a poll • Video or playlist cards • Link to another YouTube video or playlist • More info • https://goo.gl/7JBUBS 47
- 48. #GoogleAdWords301 @ivantage with @matt_trimmer Gmail special promotions • Looks like an email • Pay per expansion • Targeting • Placement targeting • mail.google.com • Contextual or non-contextual keywords • Topics • Affinity audiences • In-market audiences • Exceptions • https://goo.gl/fggw9m • Bidding • All options, CPM discouraged • Metrics • Interactions • Gmail saves • Gmail forwards • Gmail clicks to website 48
- 50. #GoogleAdWords101 @ivantage with @matt_trimmer The business case for remarking • Google Analytics • Audience > Behaviour > New vs. Returning • E-commerce • Conversion rate, AoV 50
- 51. #GoogleAdWords301 @ivantage with @matt_trimmer Remarking steps • Build/define an audience/list • Decide on membership length • Adjust frequency capping • Create your ads/message • Synchronise your message to the audience • Bind your ads to your audience 51
- 52. #GoogleAdWords301 @ivantage with @matt_trimmer Remarketing and privacy • Personalised advertising • As an advertiser must abide by Google’s policies • Extensive but remarketing can’t focus on • Personal hardships • Identity and belief • Sexual interests • More info • https://goo.gl/zkh3px 52
- 53. #GoogleAdWords301 @ivantage with @matt_trimmer Build you audience • Tagging - three possibilities • AdWords code • Google Analytics code • Google Tag Manager with either 53
- 54. #GoogleAdWords301 @ivantage with @matt_trimmer Audiences with AdWords code • Tag based • Visitors of a page • Visitors of a page who did not visit another page • Visitors of a page who also visited another page • Visitors of a page during specific dates • Visitors of a page with a specific tag 54
- 55. #GoogleAdWords301 @ivantage with @matt_trimmer Audiences with AdWords code - using rules • Use rules to create remarking audiences that define behaviour • And conditions • Or conditions • Combining and and or • Custom parameters • Embed into the AdWords code • https://goo.gl/CysR2o • Referrer URLs • Examples • https://goo.gl/J9xDLc 55
- 56. #GoogleAdWords301 @ivantage with @matt_trimmer Audiences with Google Analytics code • All users • New users • Returning users • Users who visited a specific section of my site • Users who completed a goal conversion • Users who completed a transaction • Any Google Analytics unified segment • Any Google Analytics behaviour, dimension or metric • Some examples • https://goo.gl/PrnBfU • https://goo.gl/DDAtfF 56
- 57. #GoogleAdWords301 @ivantage with @matt_trimmer Membership and frequency capping • How long a user/browser (cookie) is remarketed to • 30 days default • 540 days maximum • Frequency capping - ad exposure • No cap • X viewable impressions per day, week or month • per ad, ad group or campaign 57
- 58. #GoogleAdWords301 @ivantage with @matt_trimmer Custom combinations in Audiences • Annual remarking • Any of these audiences - All visitors who booked (365 days) • None of these audiences - All visitors who booked (335 days) • Left with visitors purchased 11-12 months ago 58
- 59. #GoogleAdWords301 @ivantage with @matt_trimmer Similar audiences • Google builds • Similar audiences to your remarketing lists • Based on the characteristics of your audience • Add as additional targets 59
- 60. #GoogleAdWords301 @ivantage with @matt_trimmer Remarking Lists for Search Ads (RLSA) • Applicable to your keyword search campaign • Any dynamic search campaign • Or create a new search campaign • You can bid for search keywords as per normal but bid adjust for your remarking audiences • Those who visited you • May be worth more to you when they search on Google or partners • Target and bid would stop your normal keywords • Bid only is important • Think about some of those expensive keywords again • With bidding? 60
- 61. #GoogleAdWords301 @ivantage with @matt_trimmer Customer match • Got an email list? • Upload to Google • Include unsubscribes • Target on Google Search, Gmail and YouTube • RSLA • GSP • YouTube text, overlay and Video ads • Similar audiences • GSP • YouTube 61
- 62. #GoogleAdWords301 @ivantage with @matt_trimmer Remarking to YouTube viewers • Interactions with your YouTube channel • Videos on Google partner sites • Remarket to this audience • Link AdWords to YouTube • Similar to video remarking • Builds 62
- 63. #GoogleAdWords301 @ivantage with @matt_trimmer Remarketing metrics • Audiences tab • Costs, interactions, conversions • Video targeting tab • Costs, interactions, conversions 63
- 64. #GoogleAdWords101 @ivantage with @matt_trimmer Universal app campaigns and remarketing • Promote your iOS or Android app • Google search • Play • YouTube • GDN • Uses text ideas and assets from your app store listing • Remarketing • Build your list • Link Google Play account • App downloaders are added • Upload Android advertising IDs and iOS IDFAs 64
- 65. #GoogleAdWords301 @ivantage with @matt_trimmer Remarketing strategy • Think about behaviour you would like to appeal to • Build your audience • Create your message • Exclude those that have taken the desired action already • Show them a different message • Combine audiences to create more specific audiences • Annual renewal example 65
- 66. #GoogleAdWords301 @ivantage with @matt_trimmer Remarketing on owned/accessible sites • Add AdWords remarketing code to sites that you own • This builds an audience that your brand could remarket to • Example • A travel brand of a large newspaper added a remarketing tag to the main membership portal • The travel brand could remarket to the much larger membership base 66
- 67. #GoogleAdWords301 @ivantage with @matt_trimmer Your 301 action plan • Explore display advertising • Set up Ad groups or campaigns for • Contextual • Interests • Topics • Demographics • Placements • YouTube (Text and Overlay ads) • GSP • Explore remarketing • Set-up a Google Analytics 540 day audience • Search campaigns - Bid only with bid adjustment (RSLA) • Remarketing strategy • To whom at which point and with what message • Email customer match 67