Google Display Network Playbook


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Google Display Network Playbook
for Performance Marketers
Fall 2012

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Google Display Network Playbook

  1. 1. +1 SearchGoogle Display Network Playbookfor Performance MarketersFall 2012
  2. 2. Table of contents1 Win moments that matter Display for performance goals2 2.1 Display for the performance marketer +1 2.2 Reach performance goals with the Google Display Network Building a successful campaign 3.1 Targeting3 3.2 Creative 3.3 Bidding Search 3.4 Measurement Optimization strategies and best practices4 4.1 Use cases and optimization best practices5 Tie it all together Additional resources Sources cited
  3. 3. 1Win moments that matter
  4. 4. 1.0Display: The way advertising was meant to workWhen the 1900s advertising innovator John Wanamaker famouslylamented, “Half the money I spend on advertising is wasted; thetrouble is, I don’t know which half,” he didn’t have what you can gettoday: real ROI for your ad dollars.Here we are, decades later, and the concept— Now is the time to take your marketing to theand context—of the advertising experience next level and reach your customers throughhas drastically changed. New technological the varied online touch points in their day-to-daycapabilities, like real-time bidding, dynamic lives, not only while they’re searching. Displaycreatives and auto-optimization, get you to the advertising gets you there.right person at the right time. Sophisticated ROImeasurements show you the half that’s working For starters, Google Display Network ads reachand how you can make the other half work better. people across all types of content—from smallToday Wanamaker would be a much happier man. niche blogs to sites with millions of daily views. Regardless of where your audience is—on the go, With the GoogleWhether you’re a Fortune 500 company or a at work or at home—display ads reach them at Display Network, yousmall-business owner, your customers use theInternet in almost every aspect of their lives—for the right time with messaging that’s relevant to the content they’ve chosen to experience. Bottom can touch the rightwork, fun, shopping, getting information and, of line: Display drives performance. customer at the rightcourse, keeping in touch. In fact, the averageAmerican spends two months of their Don’t just get in the display game—win it. moment, all acrosswaking year online1. This playbook shows you how. the web.4 Google Display Network Playbook for Performance Marketers
  5. 5. 2Display for performance goals
  6. 6. 2.0Reach performance goals at scalewith the Google Display NetworkDisplay advertising on the Google Display Network gives you thescale to reach the widest possible audience and the flexibility tofine-tune your message by audience. We make this possible byserving billions of ad impressions on over 2 million websitesdaily, and providing the technology to hone in on yourspecific goals. You can keep it simple by using text ads, or you cantake advantage of a range of more sophisticated formats, like richmedia ads—and beyond. No matter your marketing goal, GoogleDisplay Network makes it easy to win with integrated campaigns. The Google Display Network reaches 93% of all US Internet users, allowing you 2 to maximize performance goals at scale.6 Google Display Network Playbook for Performance Marketers
  7. 7. 2.1Display for the performance marketerWith smarter technology, more-sophisticated audience-buying capabilities and more ways to connect, displayhas become central to the success of advertising. It can holistically improve your other online campaigns,increasing conversions across all channels, even offline.How display can work for performance goals: Reach shoppers at the Supercharge search Extend the value of Customize creative. Manage your moment of relevance. with display. your search campaigns It’s advertising done smarter. investment— Only about 5% of users’ time Together, display and with remarketing. Regardless of channel or and make changes— is spent actively searching . 3 search can supercharge the Ninety-six percent of device, you can personalize in real time. The rest of the time—95%—is effectiveness of advertising. people who visit a website your creative to send the right Our easy-to-use (but highly spent experiencing content. After seeing a display ad, leave without taking the message to the right person. sophisticated) measurement With Google’s display targeting customers are 136% more likely action marketers want them But with display, there’s so tools show how your options, you can reach your to search for your brand . 4 to take . Remarketing lets you 5 much more you can do to investment is paying off in specific audience within court these already qualified customize your creative, real time. You can improve that 95%—when they are prospects and maximize sending the right message to campaign performance on the shopping, browsing and the ROI of all campaigns by the right customer. fly with incremental changes potentially in the mood to buy. winning customers back to that adjust daily execution to your site. match your overall strategy.7 Google Display Network Playbook for Performance Marketers
  8. 8. 2.1Your consumers are engaged across all digital devices and channels—PC, phones, tablets, social media and video—and you should be too. Youcan reach users across these multiple touch points using the Google DisplayNetwork. Set up is easy—right in your AdWords account. From planning tomeasurement and analysis, we can save you time and money. Reaching your audience at the right moment Wake up AM commute At work Lunch At home Bedtime 35% of Android/ 59% of smartphone 71% of web traffic is 51% of smartphone 70% of tablet 21% of tablet users iPhone owners use an owners use mobile on Desktop 8 owners search for owners use their use their tablets while app before getting web while waiting 7 restaurants 9 devices while lying in bed11 out of bed 6 watching TV 10 Mobile Desktop Tablet8 Google Display Network Playbook for Performance Marketers
  9. 9. 2.2Reach performance goals with theGoogle Display NetworkThe Google Display Network makesit easy to integrate your entire Illustrative examplemarketing campaign in one place. Joanne’s company makes specialty yoga mats. She wanted to expand their success in searchUse display to add relevance to your by launching display ads that would reach young urban yoga, mobile, video and social On desktop, they increased awareness by advertising on lifestyle siteschannels. You’ll connect with that are frequented by their target audience.consumers better because you’llreach them wherever they are, all On mobile, they prompted interest by creating a campaign promotingacross the web. 20%-off coupons to people on the go, targeting those who were actively out shopping for related items.You can optimize bidding, targeting and creativefor each channel within the Google Display In social, they spread the word through “tell a friend” ads: Tell yourNetwork. We help you improve overall ROI by friends about the customized yoga mat you just bought and get aintegrating your marketing across platforms discount on your order. People could also share this offer by clickingand devices. the +1 button directly on the ad. And…they topped it off in video with a YouTube campaign that showed companion ads next to videos that their best prospects and customers watch, such as those involving yoga classes and meditations.9 Google Display Network Playbook for Performance Marketers
  10. 10. 3Building a successful campaign
  11. 11. 3.0 What it takes to win with display The best performance campaigns combine efficient targeting with effective creative, flexible bidding and actionable measurement. Within this basic script for success, you have lots of options; there’s no one-size-fits-all way to come out a winner. Let’s take a look at some specifics of how to build a great campaign to reach your performance goals.11 Google Display Network Playbook for Performance Marketers
  12. 12. 3.1TargetingTargeting is all about reaching the right person at the right moment. This is notone-size-fits-all for every campaign, but rather takes planning and the flexibilityto change—just like with search campaigns. We’ll start with the basics of settingup a campaign and move on to ways to target for the best ROI.To get started with a display campaign, set up a new campaign within your AdWords account. Werecommend that you set up your campaign as ‘display network only’ to get the precision and control of allthe features of display without interfering with search performance. You can copy your settings over fromexisting search campaigns, or make them unique to display.12 Google Display Network Playbook for Performance Marketers
  13. 13. 3.1 Step 1Choose your device targeting: Desktops& laptops, mobile devices and tablets Since your customers are using many devices throughout the day, it’s important for you to be able to reach them with optimized ads for those devices.For new advertisers, we recommend selecting all devices to show your ads to get the biggest range. Ifyou’d like to get more specialized, you can customize audience targeting and ad creative for mobile andtablets and create separate campaigns. Step 2Choose your locations and languages Targeting by city, state and country is especially useful for advertisers such as local businesses, retail stores and auto dealers, who have geographically specific offerings. Language targeting is a must-have if your site is in multiple languages—it’s a great way to capture additional customers.13 Google Display Network Playbook for Performance Marketers
  14. 14. 3.1 Step 3Choose your targeting typeOnce you’ve decided on devices, locations and languages, the next stepis choosing the unique targeting type that works best for your campaigns.We’ve described our targeting types below and how to use them. You canalso combine targeting types to narrow your audience even further.Keyword contextual targeting: Interest categories:Show ads on sites related to Show ads based on their inferred interestsyour keywords Interest categories send ads to people who may beKeyword contextual targeting lets you target more likely to become buyers based on what theyrelevant content and show display ads to people browse and see online. Our system looks at theat the exact moment they are reading—and types of pages a user visits and how often they visitthinking—about your category. As in search, you them, then associates relevant interest categoriescan select relevant keywords and bids. Your ads (such as travel, entertainment and sports) withare then targeted to relevant pages in the Google that user’s browser. It’s safe to say, for example,Display Network that relate to these keywords. that if someone is looking at Caribbean vacationWith keyword-level transparency, you can see sites, they’re interested in travel. They’ll probablywhich keywords are triggering conversions and need a plane ticket, a hotel and maybe a car rental.which are not. And you can fine-tune accordingly. You can use interest categories to anticipate your potential customers’ needs. Note: More targeting types on pages 16 and 1714 Google Display Network Playbook for Performance Marketers
  15. 15. 3.1Targeting types (continued) How remarketing works Your Website Website in networRemarketing: Dynamic remarketing for retailShow ads to users after they’ve advertisers: A user visits your websiteleft your site Show users personalized creatives of theRemarketing reconnects you to people who’ve products they viewed on your sitealready visited your site, prompting them to Use remarketing to deliver dynamic creatives by Your Website Website in network Shopping cartcome back. It’s like plugging a leaky bucket: linking your Google Merchant Center feed. OnlineRemarketing can help you plug the gaps of lost retailers using Google Merchant Center can userevenue by re-engaging with users that have left Dynamic Remarketing to tailor creative to showyour site without taking the desired action. You specific products a visitor has viewed. These The user visits another site oncan send a fresh message, tailored just for them, advertisers are bringing together all of Google the Google Display Networkafter they leave your pages. Your ad will appear Display Network’s targeting, optimization, bidding and is served your adon other sites in the Google Display Network—a and creative tools to push their ROI as high asproven way to engage wandering prospects and it will go.bring them back to close the sale. Streamline Your Website Website in network Shopping cartsite tagging and optimize remarketing strategieswith the new Remarketing Tag—one-time taggingthat gives you maximum flexibility for designingcustom remarketing lists. If the user clicks on your ad, they return to your site (and can be directed to take a desired action)15 Google Display Network Playbook for Performance Marketers
  16. 16. 3.1Targeting types (continued)Topics targeting: Placements: Demographics:Show ads on pages about specific subjects Show ads on websites that you choose Show ads to users based on their ageThis broader form of contextual targeting allows Choose specific sites where you want your ads and genderyou to place your ads on pages with similar topics to run. But look out: Placement targeting can cut You can get your brand in front of large targeted(like Autos and Vehicles). Since this is contextually down on the number of times your ad is displayed. audiences based on demographics but also use itbased, you can use this tactic to get a high volume Use it sparingly, for example when you know for as a refining tool. For example, you can combineof impressions for your topic. Consider layering certain that your best prospects spend a lot of demographics with remarketing to show ads onlytopic targeting along with keyword or placement time on the specific sites you’ve chosen. to consumers of a certain age or gender wholevel targeting to further refine your audience and have already visited your site.reach your performance goals.16 Google Display Network Playbook for Performance Marketers
  17. 17. 3.1Examples of display ads reaching theright audience at the right momentExample 1: Example 2: Re-engage qualified Reach the right prospects with audience in the right remarketing context with mobile You are a hotel marketer, and Now let’s say you’re a sporting-event it’s wedding season. You’ve got a marketer. It’s playoff time and you need honeymoon suite available, and you want to fill the arena. You know that your it booked. On Monday a prospect visited target audience uses mobile phones your site but didn’t make a reservation. to check on their teams’ standings and watch highlights. So you run a mobile But because you’re advertising on display ad promoting the best seats the Google Display Network, you for tonight’s game, and it shows up on have another chance to connect to the sports sites where your fans look her, through remarketing. So now up stats. With a simple tap, tickets are it’s Tuesday, and while that same bought and seats are filled. prospect is looking at a floral site in the Google Display Network, she sees a These ads work because they’re “in the display ad for your hotel that offers a moment.” They are relevant to what complimentary night’s stay. You’ve just consumers are doing. The Google Display sold the suite: she books immediately. Network makes these tailored, targeted and timely connections possible.17 Google Display Network Playbook for Performance Marketers
  18. 18. 3.2CreativeA creative, simply put, is an ad. On display, this can be text, image, rich media,video or mobile devices. Designing the right creatives is an integral part of beingsuccessful with display, as they can have a powerful impact on your campaigns.Know what types of messaging strike a chord with Make your call to action prescriptive: Tell peopleyour customers. Use Google Display Network’s what to do—click now, call today, use this coupon,audience data to understand them, and our complete your purchase. Then, when you thinkcreative tools to tailor ads that resonate. You you have a great ad, test it to be sure yourcan even customize your creative according to messaging delivers as you’ve intended. We giveusers’ past interactions, such as pages visited and you everything you need to personalize creativeproducts browsed. that sells. Advanced tip Make the most of your creative Use all ad formats and sizes, Personalize ads to promote products Include a relevant landing page, not including text and services most relevant to that just the home page • Jump on every opportunity to reach your customer. If you’re using remarketing, • Just as you can with search, link your display audience by using a variety of ad formats and match your ads to the content that ad to a relevant landing page on your website. sizes on the Google Display Network. This users viewed on your site. There, post more information about the will help ensure that you’re tapping into the product or service. And make sure you make maximum amount of publisher inventory. it easy to navigate to conversion/transaction pages to seal the deal.18 Google Display Network Playbook for Performance Marketers
  19. 19. 3.2Creative formatsChoose the option that works best for you to build your creatives.Try Display Ad Builder Build creatives on your ownYou can use the Display Ad Builder to create Publishers for sites across the Google Displayattention-grabbing ads in just minutes. It’s easy. Network choose which ad formats and sizesIf you are new to display, our Display Ad Builder they’ll allow on their pages. Some publishers onlyoffers a gallery of ad templates you can customize allow certain sizes of formats to appear on theircompletely or use as is from a selection of pre- pages, so we recommend that you create yourdesigned ads created for specific industries. ad in all available formats and sizes for maximum placement options. For a full inventory and specs,Choose from a variety of templates, headlines, check out this list.typefaces and colors. Add to that images, Flashanimations and video. It’s your ad; own it byadding your logo, custom images and color Creative has 4xschemes that complement your branding. the impact on campaign performance than media12 Help center: To search for step-by-step directions to implement any of the features in this section, visit Google Display Network Playbook for Performance Marketers
  20. 20. 3.2Imagine what you can do with creative We were wondering: What’s there to learn The initiative, Project Re:Brief, is helping from a few of the most iconic ads in the marketers and agencies learn that history of advertising? Can what made campaigns in new media can, in fact, be as them legendary be brought to life in the inspiring and compelling as those created digital age? Can digital advertising be as in Mad Men’s golden age of advertising. evocative and memorable as these famous Good creative tells a story that comes ads of yesteryear? through despite fragmented, multitasking audiences using multiple screens. A good To find the answers, we teamed up with story sells. the agencies Johannes Leonardo and Grow Interactive, and the legends who created those campaigns in the ‘60s and ’70s. We remixed the ads, bringing them to life in the digital age with new technologies.20 Google Display Network Playbook for Performance Marketers
  21. 21. 3.3BiddingBidding is not a one-size-fits-all strategy. There are several options forbidding—manual versus automatic, based on clicks, conversions, or evenimpressions, depending on your goals. Use this section to get some morecontext on the various types of bidding available. Manual bidding options: Cost per click (CPC) If you are focused on getting people to your website, CPC bidding is a good place to start. Cost per acquisition (CPA) With this approach you bid per acquisition, or conversion. This is a common strategy used by e-commerce sites, which are focused on high returns for their advertising investment. Cost per thousand (CPM) Referring to the number of ad views, or impressions, this is most commonly used for brand-oriented campaigns that want more eyeballs on their ads.21 Google Display Network Playbook for Performance Marketers
  22. 22. 3.3 Save time and maximize ROI with automated bidding tools Enhanced CPC (eCPC) Conversion optimizer Display campaign optimizer Maximizes conversions at a set budget Modifies bidding to by managing bidding and targeting Automates bidding to help What improve chance of achieve your CPA goals. automatically. After you provide conversions. creatives, campaign budget and a target CPA, this tool does the rest. Campaigns in which you want to meet This is a really great option for CPC goals and improve the chance of Campaigns in which you want marketers who want to free up some When to use conversions. This can work well for to automate bidding, but still of their resources by allowing our customers factoring in view-through have control of targeting. technology to do the heavy lifting conversion data. with both bidding and targeting. Conversion tracking Conversion tracking Requirements Conversion tracking 15 conversions/month 15 conversions/month Improve Optimize Expand22 Google Display Network Playbook for Performance Marketers
  23. 23. 3.4MeasurementThe goal of tracking your results is to learn what’s working—and what’s not—and make changes based on data.If you’re just looking for impression or click data then, they might not have clicked directly throughby keyword or placement, we offer transparent a display ad to get there; they might have comereporting right in your AdWords account. Most through another channel. Knowing about theseperformance advertisers are looking for more exposures can help guide your ad strategies andinformation to help them make decisions, increase ROI. Different types of tracking—fromespecially data about how their display campaigns simple to complex—tell you how consumers Harness the potentialdirectly meet goals like online conversions andlead generation. interact with your ad. of display advertising To help you measure the full impact of every by using data toIn display advertising, the last clicks don’t tell the element of your campaign, we provide severalwhole story. Shoppers may have seen your ad types of metrics to help you make decisions. make decisions.many times before they visit your site. And even Help center: To search for step-by-step directions to implement any of the features in this section, visit Google Display Network Playbook for Performance Marketers
  24. 24. 3.4Track your display investmentConversion tracking shows how clicks and impressions lead to a desired action on your site.From within your AdWords account, you can copy and paste a snippet of code to add to theconversion page (e.g. purchase page, thank you page) on your site.Conversions can show up in three ways in your account:Conversions (1-per-click)  Conversions (many-per-click) View-through conversions (VTCs)This metric is good for measuring conversions for unique This measurement is great for purchases, as it shows VTCs measure “assist” conversions. An assistcustomer acquisitions, like sign-ups, because it counts multiple conversions for a single AdWords ad click within conversion is when a customer sees a display ad, thenonly one conversion per customer. Conversions (1-per- 30 days. Let’s say that someone clicked on your display later converts on your site. Why would someone useclick) count every AdWords ad click that results in a ad and bought a pair of shoes, then returned to the this as a metric? Display can affect the holistic value ofconversion (within a 30-day window). However, if more page through another channel (such as a bookmarked other campaigns. Looking at view-through conversionsthan one conversion comes from one person’s ad click, page) and bought another pair. That would count as two gives you insight into this, and lets you see the liftingthe additional conversions won’t count. conversions for that original click. effect that display campaigns can have.Many advertisers evaluate CPA and optimizeaccording to both click-through and view-through Multi-channel funnels in Google Analyticsconversions by creating a VTC multiplier when Many channels can influence the sale. Most marketers look at the top of the funnel (views, clicks, opens) and thelooking at overall results and making changes. bottom (sales, registrations, leads). This means, however, that they are overlooking most of the funnel, where influence and research occur. Multi-channel funnels in Google Analytics let you look at interactions across different digital media to show how these channels work together to help influence sales and conversions. Multichannel funnels help you evaluate ROI, leading to better optimization and results. And that’s exactly the kind of insight that John Wanamaker was looking for.24 Google Display Network Playbook for Performance Marketers
  25. 25. 4Optimization strategies andbest practices
  26. 26. 4.1Use cases and optimization best practicesOptimization—manually or through automated tools—is the key to success on theGoogle Display Network. To get the most out of your digital investment, activelymanage your display campaigns just as you would your search campaigns.Here’s where it all comes together: Let’s lookat five examples of how you can optimizeyour campaign, according to different goals.We’ll outline some goals to help you get started,optimize and grow your campaigns. A greatstrategy is to build a strong foundation with a Use Casessolid ROI, then expand out for more volume. Forexample, start out with campaigns types that yield 1 “I want to get started with display.” p. 29the highest conversion rates (like remarketing)and expand out to campaigns that will help you to “I want to increase the conversions of users p. 30scale (like topic targeting). 2 who have already been to my site.”Optimizing as you go is key, but also keep in mind 3 “I want to optimize my campaigns for better ROI.” p. 32that display is an effective tool for attracting newcustomers to your site—so be careful about “I want to increase the volume of my p. 34limiting your campaign’s traffic by stringent 4 display campaigns.”campaign settings. Your goals may also changeas you introduce new products or services— “I want to save time and still achieve solid p. 35necessitating strategies for acquiring new 5 ROI with my campaigns.”customers and seeking volume.26 Google Display Network Playbook for Performance Marketers
  27. 27. 4.1 1 “I want to get started with display.”If you’re just getting started, this is a great introduction to setting up your first display campaign,utilizing the targeting type most similar to search: keyword contextual targeting.“How do I reach the right audience?” ”How do I choose the right ads?” “How can I measure my campaign• Just getting started? Try a keyword contextually • If you’re copying over a search campaign, you effectively?” targeted campaign, which shows ads on sites should already have great text ads that you Add conversion tracking to your site to learn related to your keywords. Keyword contextually can use. As a second step, ensure that you’re which keywords drive the most conversions, targeted campaigns on display are set up the reaching as wide a variety of placements as and to make decisions based on that information. same way as search—create ad groups related possible by adding in all available image In your AdWords account, you’ll find an easy to specific themes and input corresponding ads. ad sizes. how-to under the Tools and Analysis section >• Create separate campaigns for display • Don’t know how to create a display ad? Try Conversions. to ensure that you’re getting the best Display Ad Builder, which helps you quickly performance. By separating search and display create customized ads in an array of sizes. campaigns in your AdWords account, you gain more control and flexibility—and you’re able to “Which bidding strategy should I consider?” make changes that only influence the campaign Conversion Optimizer can help you minimize Advanced tip that you are intending to change. manual work involved and may be the best option for you if you have more than 15 conversions in To get ‘display-only’ campaigns, the past 30 days, since it manages the bidding for you can copy your best performing you to get you the optimal amount of conversions. search campaigns with AdWords If you’re not eligible yet, use CPC bidding and Editor. AdWords Editor allows you to remember that you can manage bids at the make bulk changes for your account keyword level. easily—like copying campaign—and upload them right into the AdWords interface.27 Google Display Network Playbook for Performance Marketers
  28. 28. 4.1 2 “I want to increase the conversions of users who have already been to my site. ”If you’re a performance-oriented marketer, the next logical step from paid search advertising isremarketing. Use these tips as a guide to setting up your campaigns.“How do I reach the right audience?” “Which bidding strategy should I consider?” “How do I measure my campaignsRemarketing is a no-brainer for performance Conversion Optimizer can allow you to get the effectively?”advertisers, since you’re re-engaging with maximum number of conversions at a set budget At the bare minimum, install conversion trackingprospects that have already shown interest with remarketing. However, if you’re using manual to understand which clicks and campaigns areby visiting your site. As a first step, set up a CPC bidding, bid more aggressively on the user converting.remarketing campaign with several lists. For lists that are the most valuable to you, like thoseexample, you could target users who have visited that were the closest to a sale and abandoned Google Analytics allows a greater depth of data tojust the homepage in one list, and users that their shopping cart. analyze and make changes to your campaigns.have abandoned a shopping cart in another list,so you can tailor the message and promotionsaccordingly. For other ideas, see our remarketingstrategy list guide.“How do I choose the right ads?” Advanced tipMatch your creative to the type of remarketinglist. As in the example above, if you target users Try out new and easier ways to create remarketing listswho have just been to your homepage, you could • Google’s new Remarketing Tag can • If you’re already using Googleuse a more general message. For users who allow you to use one easy tag across Analytics, try out Remarketing withabandoned a shopping cart, you might extend a your entire site for flexible and Google Analytics for easy, integratedspecial promotion or discount. customized list creation. remarketing list creation.28 Google Display Network Playbook for Performance Marketers
  29. 29. 4.1 Seven tips for improving ROI for remarketing 1 Use the new Remarketing Tag: One tag across your entire site 4 Automate bidding with conversion optimizer. Conversion optimizer passes values based on specific is optimized for users, not just page views or user actions. It will for sites. When paired with a save you time and allow more- remarketing, conversion optomizer sophisticated list strategies. on average yields an 8% decrease in CPA and a 14%.13 Tailor creative to specific Exclude or bid down on poorly 2 remarketing lists. Personalize 5 performing placements. promotions, calls-to-action and landing pages for each list. Create user lists based on different Select a relevant landing page for 3 combinations of pages visited (for 6 each user list (Product/Sign-up/ example, users who have visited a Contact us). product page but did not purchase the product). Shorten membership duration or 7 target a different user segment.29 Google Display Network Playbook for Performance Marketers
  30. 30. 4.1 3 “I want to optimize my campaigns for better ROI.”The following points outline some great tactics for optimizing toward the bestcampaign performance.“How do I reach the right audience?” “Which bidding strategy should I consider?” “How do I measure my campaignsThese tips work well for campaigns using Lower bids or pause poorly performing keywords effectively?”Keyword Contextual Targeting, Topic Targeting or or placements. At a minimum, implement conversion trackingInterest Categories. • Optimize display keywords just as you would to understand performance. Try multi-channel for search. Increase bids on high performing funnels in Analytics for more robust reporting. “How do I choose the right ads?” keywords, and decrease bids or pauseChoosing the ad rotation setting ‘optimize for keywords that are not performing.conversions’ gives preference to ads that are • Try the same tactics for placements.expected to perform best. Within AdWords, you can see any site Advanced tip you’ve received a click on (it appears as an ‘automatic placement’ in the placements Another way to improve ROI section of the display tab). is to send consumers to your most relevant landing pages. Add URLs at the ad creative or at the keyword level to send them to the page that will get that user the best information. This works especially well for retail, local and travel verticals.30 Google Display Network Playbook for Performance Marketers
  31. 31. 4.1Optimization calendar for performance campaigns Day 1 Week 1 Week 2 Once a month 1x 1x Start your campaigns. Optimize for impression Optimize for conversion Maintain performance. 1x 1x and click volume. volume and CPA. Check that your campaign For best results, check on is running within the first • Before changing a bid, • Expand on what’s your campaigns at least 24 hours. Then look at make sure that there’s working by adding more once a month to make the automatic reports enough volume to warrant keywords, categories or sure they are performing section and correct any making a change. Change placements and pause as best they can, while mis-targeting by excluding bids at the placement or what’s not working. making small changes placements that appear keyword level after at as needed. • Tweak bids: Increase or irrelevant. least one week of data. decrease bids at the site Focus on the placements level to get closer to your or keywords where you’re target CPA spending the most money. • Turn on Conversion • Leave wiggle room for your Optimizer once you’ve CPA goals. CPA may be reached 15 conversions. higher in the first week, as the system is learning, but will stabilize after about 50 conversions.31 Google Display Network Playbook for Performance Marketers
  32. 32. 4.1 4 “I want to increase the volume of my display campaigns.”If you’d like to increase volume and acquire new customers, these are somegreat suggestions.“How do I reach the right audience?” “How do I choose the right ads?”There are lots of options for reaching new Leverage all ad formats and sizes (including text).customers and increasing volume on the Google You’ll increase the likelihood of reaching moreDisplay Network, while still maintaining ROI. Here prospects by capturing all available inventory.are two good strategies: • Topic targeting: Use broad topics to cast “Which bidding strategy should I consider?” a wide net. Create a new campaign with When going for volume, a tactic you can use is relevant topics, or consider pairing it with to bid higher to get maximum exposure. Bid up Keyword Contextual Targeting for more on particularly well performing placements or Advanced tip precision. Also consider layering topic keywords.  targeting with demographics for more Expand only to new prospects “How do I measure my campaigns targeted precision. effectively?” For a specific promotion, • To increase volume on an existing Keyword View-through conversions (VTCs) are a great guarantee that you’re advertising Contextually Targeted campaign, try adding option for measurement here in order to only to new prospects by using new keywords to your campaign. These can understand the holistic value of these higher a remarking list that captures be synonyms of keywords already in your volume campaigns. customers that have already account, or more generic keywords than you visited your site. Excluding this already have. list of users ensures that you’re reaching just new customers with these campaigns.32 Google Display Network Playbook for Performance Marketers
  33. 33. 4.1 “I want to save time and still achieve solid ROI 5 with my campaigns.”Let our automated tools do the heavy lifting—freeing up resources while stillgetting great ROI.“How do I reach the right audience?” “Which bidding strategy should I consider?”Display Campaign Optimizer can be a great set- When launching a Display Campaign Optimizerit-and-forget-it tool for optimizing bids as well campaign, set an aggressive target CPA, at oras targeting. All you need to get started is ad above the past 30-day Google Display Networkcreatives and a budget. average CPA. You can lower this over time as the campaign starts to ramp up. We also recommend“How do I choose the right ads?” ensuring that your campaign budget is set at 20xInclude all ad formats (including text) to let max CPA goal.the Display Campaign Optimizer give youmaximum reach. Measurement/requirements Conversation tracking and a minimum volume of Advanced tip conversions are required. Wait about two weeks before tweaking these campaigns to ensure that the Display Campaign Optimizer is able to learn the most about your campaigns. After two weeks, try optimizing with small changes to expand to more volume or refine your audience targeting.33 Google Display Network Playbook for Performance Marketers
  34. 34. 5Tie it all together
  35. 35. 5.0Take what you’ve learnedand put it into actionDisplay advertising builds awareness, sparks interest and drives sales.It makes conversations happen with customers, and it can help otherchannels, like search, work better.Google Display Network gives you the brainpower targeting, bidding, optimization, creative andof thousands of engineers through an end- measurement—is at your fingertips. We connectto-end advertising solution that improves you to consumers who define your success.performance and efficiency. Everything you Reach them through Google: That’s where theyneed to make online advertising work—planning, are every day, at home, at work and on the go. Five things every advertiser should know about display advertising on the Google Display Network 1 2 3 4 5 With display, you can reach Layering display with the Without remarketing, you’re Our redesigned contextual Measurement tactics, like your audience wherever they search advertising you’re leaving money on the table targeting engine brings the view-through conversions and are—across desktop, mobile already running often and letting the 96% of users science of search to the art multichannel funnels, give and video. produces better results than who visited your site without of display. you the best understanding either search or display alone taking action walk away.14 of your campaigns for the because they complement smartest action. and reinforce one another.35 Google Display Network Playbook for Performance Marketers
  36. 36. Additional resourcesHelp center: To search for step-by-step directions to implement any of the features, visit customer site: customer site: Re:Brief: ProjectRebrief.com36 Google Display Network Playbook for Performance Marketers
  37. 37. Sources1. Emarketer. “Average Time Spent Online 2008-2011.” December, 2011.2. Comscore, Media Metrix Report, August 2012.3. Online Publishers Association (OPA). “Internet Activity Index (IAI).” Aug. 2010.4. Google Internal Analysis, 2011.5. “10 Ways Remarketing Will Boost Your Product Sales.” 2010.6. “From apps to everyday situations- An Ericcson consumer insight study.” May 2011.7. “The Mobile Movement.” Apr. 2010.8. Emarketer. “Web Traffic in North America.” June 2012.9. “The Mobile Movement: Understanding Smartphone Users.” Apr. 2011.10. Nielsen. “Q1 2011 Mobile Connected Device Report.” May 2011.11. “In the U.S., Tablets are T.V. buddies While eReaders Make Great Bedfellows.” ereaders-make-great-bedfellows/. May, 2011.12. “comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales.” Oct. 2010.13. Google Internal Data, 2012.14. “10 Ways Remarketing Will Boost Your Product Sales.” 2010.15. “10 Ways Remarketing Will Boost Your Product Sales.” 2010.37 Google Display Network Playbook for Performance Marketers