THE  GOOGLE  DISPLAY  NETWORK  Will  Marlow,  LLC  

What Is the Google Display Network (GDN)? •  The  Google  Display  Network  (GDN)  is  a  network  of  websites    

with  adver@sing  space  where  you  can  place  your  ads    •  The  Google  Display  Network  uses  precise  targe@ng  to  reach    

engaged  audiences  -­‐  this  delivers  beDer  results  for  adver@sers  

 •  It’s  a  simple,  cost-­‐effec@ve  way  to  adver@se  on  millions  of  

high-­‐quality  news  pages,  topic-­‐specific  websites,  video  sites,  and  blogs  

       

Contextual Targeting vs. Audience Targeting

Targe@ng  based  on  behavior   Targe6ng  based  on  

iden%ty  

How Do You Target Customers On the Google Display Network?

Contextual targeting

1.  Keyword contextual targeting 2.  Topic targeting 3.  Placement targeting

Audience targeting

1.  Interest category marketing 2.  Demographics 3.  Remarketing 4.  Similar users

Reach your audience based on how they browse and who they are:

Tip: Combining Contextual Targeting with Audience Targeting gets the best results

Contextual Targeting

Reach your audience based on how they browse: Keyword Contextual Targeting Google matches keywords in your campaign with themes on the display network. Topic Targeting Google has categorized thousands of sites and pages for you to choose from.  Placement  Targe6ng  YOU  pick  the  websites  where  your  ads  will  run.    This  gives  you  the  maximum  amount  of  control.      

Audience Targeting

Reach your audience based on who they are:

1.  Interest Category Google looks at the websites someone has visited and makes judgments to show them ads for products that are related to those sites.

2.  Demographics Select audience based on “inferred age” or gender.

3.  Remarketing Show your ads to people who visited your website at least once.  

4.  Similar users Google’s has what it calls “look-a-like technology” to find consumers with similar browsing habits to those on a remarketing list.  

Measuring Success

Conversion  Tracking  

Display  adver@sing  is  worthless  without  conversion  tracking.  

Pick  an  unambiguous  conversion  goal,  such  as  “form  fills”  and  

phone  calls.  

ADribu@on  Modeling  

Conversion  tracking  is  worthless  without  the  

right  aDribu@on  model.  

First  click  aDribu@on  is  generally  (but  not  always)  going  to  be  more  useful  with  display  adver@sing.  

Repor@ng  Display  can  burn  through  a  budget  

very  fast  if  you  aren’t  careful.  

Be  safe:  get  daily  reports  un@l  you  are  comfortable  with  

results.    

Remarke@ng  • Tends  to  have  the  second  highest  ROI,  followed  by  branded  keyword  adver@sing.  

Other  Display  Ads  • Tend  to  have  vastly  lower  CPCs  than  keyword  adver@sing.  

Display  Reach  people  who  are  NOT  yet  

searching  for  you  

Reach  people  who  ARE  aware  of  compe@tors  

Reach  people  who  visited  your  website  at  least  once.    

People  spend  95%  of  @me  online  on  “display  network”  sites.  

Search  Capture  the  “intent”  that  is  inherent  in  keyword  searches  

Outstanding  ROI  by  alignment  of  keyword  à  ad  text  à  landing  page  

People  spend  only  5%  of  their  @me  searching.  

If you want help targeting your customers on the Google Display Network, let’s talk.

Will Marlow

will@willmarlow.com    m.  202.577.3350  

Thank you.