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Getting the most from the
Google Display NetworkWith: Jim Banks
@jimbankshttp://www.spadesmedia.com
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Getting the most out of GDN• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system
• Why is it so important?
• Modern day Pareto’s Law 10/80/10
• Recent changes in the way GDN operates
• Best practises for GDN account structure
• Secret tricks for GDN best results
• Q & A
• Special Offer for those that stay to the end
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So what is the GDN?
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The official Google description
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Most advertisers depiction
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What sort of sites can you advertise on using GDN ?
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What type of creatives can you run?
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The types of targeting you can do
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The history of the GDN
•March 2003 - Google Adsense is BORN
•August 2004 - Google become a public company
•October 2004 - Smart Pricing is introduced
•October 2006 - Google buys YouTube ($1.6 billion)
•April 2007 - Google buys DoubleClick ($3.1 billion)
•November 2009 - Google buys AdMob ($750 million)
http://www.google.com/intl/en/about/company/history.html
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Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google
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Why is GDN so important?
• 87% market share
• Higher in some countries
• Lower in others
• Important to know the market share - opportunity knocks
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Payout 51% for search traffic and 68% for content
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Modern Day Pareto’s Law
•The current Pareto’s Principle
• 80% of your profits come from 20% of your customers
• 80% of your sales are made by 20% of your sales staff
• 80% of the rubbish comes from 20% of the slides
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My Take On It
•10% of your GDN results will be awesome
•80% of your GDN results will be average
•10% of your GDN results will be a disaster
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Focus on the 20% first
•10% of your GDN results will be awesome
•80% of your GDN results will be average
•10% of your GDN results will be a disaster
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Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s own tab and management
• Keyword level data
• Display Ad Builder - Super simple process
• Topic Targeting - e.g. Automotive/Real Estate
• Interest Categories - https://www.google.com/adplanner/
• Much bigger account limits for structuring campaigns
• Opened up Video - Much easier to create and to buy
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Account Structure
• Separate Everything
• Search
• Display
• Mobile
• Video
• Countries
• Use Adwords Editor to replicate and then switch
• Use Adwords Editor as much as you can
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Tricks for best results on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions
• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be seen
• Use Doubleclick Ad Planner
• Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys
• Use all the extensions you can
• Social for search +1
• Sitelinks for important parts of your site - Products/Services
• Call for mobile campaigns - Make sure it is a used phone
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Value Track
• {creative} - will show the creative ID - good for split testing
• {keyword} - the keyword used (for GDN will be closest match keyword) - there is no match type in GDN
• {placement} - the domain name of where the click took place
• {target} - the placement category (if used)
• {aceid} - the control or experiment ID if using Campaign Experiments
• {adposition} - the position your ad was in - e.g. 1t1 = page 1 top position 1
• E.g. - htttp://www.example.com/?target={target}&placement={placement} would become http://www.example.com/?target=%2Fentertainment%2Fcelebrities&placement=gmail.com
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Find the remnant inventory
•Unsold inventory = house ads
•Google Chrome
•Adwords
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Change your persona• https://www.google.com/ads/preferences/
• Fewer ads: Those who are opted-in see 7% fewer ads than opted-out users.
• More relevant: Opted-in users are 33% more likely to click on ads than opted-out users.
•
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Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers
• Upsell with a remarketing campaign for buyers - People that bought A also bought B
• Segment your site
• Smallish windows of opportunity to “stalk”
• Don’t add any traffic restrictions
• Set a high budget
• Set a frequency cap around 3 per day to avoid being creepy
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Page Level Placements
•Use Xenu Link Sleuth - http://home.snafu.de/tilman/xenulink.html
•Use Scrapebox Sitemap Scraper to find pages in a site
•Find sites that rank for your keywords and the underlying pages
•Use Content Bully to find placement opportunities
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Content Bully
•Not actively taking new clients
•http://www.spadesmedia.com/go/content-bully/
•CLick on My Content Bully Download the Windows or Mac Standard Version will provide top 10
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Check for advertising page
• Very few good examples on GDN
• Err on the side of caution unless big budget
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Use all the extensions you can• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and make your ads stand out
• Use day-parting and add in a number for live leads
• If you don’t have a mobile site Google/Dudamobile are giving you a free site for a year
• http://www.howtogomo.com
• Need more convincing on mobile?
• http://www.ourmobileplanet.com/
• http://www.thinkwithgoogle.com/insights/
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Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/
• Drill into a site
• Find similar sites
• Guide you on demographic/audience
• Research - Plan - List - Export to CSV - Export to Adwords
• Search for sites or placements or audience
• You need to practise making lists/plans/research
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Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate
• Know the best size ads to target - Popularity vs. competitive - Above the fold
• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the source
• Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and 7am
• Track everything - Conversion Tags, Google Analytics - Whichever tool you feel comfortable with, but be consistent
• Don’t use automatic tagging with Adwords/Analytics
• Know the demographics - Run each in separate ad group - Consider running state by state, even city by city
• Don’t auto optimize too soon - Personally, I never let Google control my campaigns. I may lose out, but at least I know
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Understand Adsense (GDN) as a publisher
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Tips•There is a lot of talk about media BUYING but
not a lot of PLANNING
•The majority of the “data” is available at little or no cost
•“Out of the box” Google Adwords is terrible - Most of the harmful features are OPT-OUT
•A lot of the magic happens with UGLY BANNERS
•Google Translate does just fine for international campaigns
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Talking of tips.....
• Covered a small amount
• Break-out
• Beginners
• Intermediate
• Advanced
• Guerilla
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Q & A
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Thank You For Your TimeContact me
E-mail : [email protected]
Skype : jim_banksAIM : jimbanks46
Live : [email protected] : @jimbanks
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