From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Mining, Refining & Minting Success With AdWords Display & Video. PRESENTATION: Mining and Refining Google Display: Setup Targeting and Conversion Optimization Tips - Given by Laura Thieme, @bizwatchlaura - Bizwatch, CEO. #SMX #14B

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Mining & Refining
Google Display
Setup, Targeting & Conversion Optimization Tips

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What I’ll Cover:
• Tips
for
setting
up
your
display
campaign
• New
traffic
or
remarketing?
• Exclusions
to
consider
• Fine-­‐tuning
settings
to
increase
conversion
rates
• How
to
lower
cost
per
conversion

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What is your display advertising goal?

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• Brand
awareness
• Get
people
to
come
to
your
location
• Call
you
• Come
back
and
order
again
• Seasonal
product
and/or
promotions
Other Display Advertising Goals

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Fruitcake is year-round for some but for many, it’s seasonal
Do people still buy fruitcake?

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Google Display is one of many ways to reach customer

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Setup Tips
1. Choose
U.S.
(initial
campaign)
2. Set
reasonable
daily
budget
3. Accelerated
ad
delivery
4. Set
frequency
capping
to
2
impressions
per
day
per
campaign

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Targeting Your Display

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Optional – Depends on your goal & budget

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Choose Remarketing List, if applicable

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Campaign Exclusions

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Exclude Topics

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Last Exclusion Consideration

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Spring & Easter Promotion

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Need New Ideas? Use Display Planner
Need New Ideas?

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Using Display Planner for New Ideas

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Compare
cost
per
conversion
to
sales/revenue
How
much
is
it
costing
you
to
convert
the
customer?
How is Your Display Campaign Performing?
Conversions
View-­‐Through
Conversions
Conversion
Rate
508
3,461
6%
162
1,640
2%

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1
Week
Or
Less
(Initial
KPIs)
$100
to
see
engagement,
conversion
KPIs
Initial Performance Data
• Impressions
• Clicks
• CTR
• Budget
• Avg
CPC/CPM
• Placements
• Engagement
if
available

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TIP:
• Ensure
all
ads
are
getting
impressions
• If
not,
call
into
Google
or
find
out
if
the
placement
where
ads
are
being
shown
prefer
text
over
image?
• Is
there
another
reason
new
ads
are
not
being
shown?
If Some Ads Aren’t Getting Impressions

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Tip:
Create
new
/
similar
ad
instead
of
editing
ad
to
easily
compare
performance
However,
new
ad
may
not
show
as
much
even
when
rotating
evenly
Review Engagement Metrics While Waiting for Conversion
Data

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Display Ad Engagement & Conversion Performance
Bounce
Rate
Session
Length
Pages/Session
%
New
Visitors
Conversions
Conversion
Rate
View-­‐Through
Conversions
58%
Over
2
minutes
3.5
3%
(remarketing)
508
6%
(excludes
view-­‐through)
3,461
64%
Over
1
minute
2.5
12%
(remarketing)
162
2%
1,641
66%
About
30
seconds
Less
than
2
17%
17
<1%
10

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KPIs Ultimate Test of Text vs Image Ads
Google
AdWords
CTR
Conversions
CVR
View-­‐
Through
Conversions
Display
Ad
.35
399
6.9%
3,393
Text
.43
94
4.7%
0

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• Anonymous.google.com
sent
highest
number
of
conversions,
very
acceptable
cost
per
conversion
• Look
at
View
Through
Conversions
Biggest Surprise?

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TIP:
• Be
sure
to
include
View-­‐Through
Conversions
• If
you’re
not
getting
view-­‐through
conversions
• modify
columns
…
still
nothing?
• make
sure
you
update
conversion
tracking
Conversion Data
• Conversions
• View-­‐Through
Conversions
• Latter
data
is
not
included
in
your
conversion
rates
&
cost
per
conversion

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• You
have
to
be
willing
to
try
it
to
figure
out
what
you’re
going
to
get
• Would
you
ever
leave
an
opened
box
of
chocolates
in
a
room
unattended?
• #AlwaysbeMeasuring
Measuring Display is Like a Box of Chocolates

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After
this
session,
I
will
be
in
the
Expo
Hall
Booth
206
Performing
PPC
&
SEO
Audits
Thank you

30. #SMX #14B @BizwatchLaura
SEE YOU AT THE NEXT #SMX!
THANK YOU!