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7 AdWords Display Hacks That Will Leave Your Competitors Crying in the Corner
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Transcript of 7 AdWords Display Hacks That Will Leave Your Competitors Crying in the Corner
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7 AdWords Display Hacks That Will Leave Your Competitors
Crying In The Corner JOHNATHAN DANE, KLIENTBOOST
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THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Johnathan Dane is the founder of KlientBoost, a PPC agency that obsesses over beautifully
designed landing pages and aggressive PPC testing.
JOHNATHAN DANE CEO/Founder, KlientBoost
@JohnathanDane
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.
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@NEILPATEL#KissWebinar @Kissmetrics
#KissWebinar
@JohnathanDane
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1 Delicious Layer Targeting - Your Audience Is Hungry
2 Gmail Sponsored Promotions - Competitor Hijacking
3
Tiny Ads In Apps - So Easy It Should Be Illegal
TABLE OF CONTENTS
4 Display Campaign Optimizer - Truffle Hunting On Steroids
5
YouTube Video Ads - Eyeballs Are Still So Cheap
6
Strengthen Your Funnel - This. Is. Crucial.7
Create Mini Baits - The More, The Better
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WATCH WEBINAR RECORDING NOW
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QUICK DIFFERENCE BETWEEN SEARCH & DISPLAY
You have your text ads and product listing ads.
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QUICK DIFFERENCE BETWEEN SEARCH & DISPLAY
You have text, image, video, rich media ads, etc.
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THE BIGGEST DIFFERENCE
- CPCs - CTRs
- Conv/Rates
Search Network Display Network
- CPCs - CTRs
- Conv/Rates
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SEE OUR PREVIOUS WEBINAR ON ADWORDS SEARCH
grow.kissmetrics.com/webinar-105
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Delicious Layer Targeting
YOUR AUDIENCE IS HUNGRY
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NO ONE EVER THINKS ABOUT….
Grandma’s Who Are About That Hip Hop Life
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NO ONE EVER THINKS ABOUT….
Hairy Dudes ThatHate Lifting Weights
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BETTER EXAMPLES…
=
=
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HOW LAYER TARGETING WORKS
Placements
Contextual
Topics
Interests
Demographics
Geo/Languages
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THE PLACEMENT LAYER
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CONSIDER THE SUBSECTIONS
Politics Tech Health Entertainment Travel
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CONSIDER INDIVIDUAL PAGES
www.cnn.com/tech
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WHERE ARE YOUR COMPETITOR’S PLACEMENTS?
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SECRET PLACEMENT HELPERS
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INSTANT LEARNING CURVE REDUCTION
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INSTANT LEARNING CURVE REDUCTION
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INSTANT LEARNING CURVE REDUCTION
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THE CONTEXTUAL LAYER
Gone’ Truffle Huntin’!
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THE CONTEXTUAL LAYER
MATCH TYPES DON’T EXIST!
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THE CONTEXTUAL LAYER
[sweet new rollerblades]“sweet new rollerblades”+sweet +new +rollerbladessweet new rollerblades
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THE INTERESTS LAYER
“Travel ads for travel fans”- Google
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THE INTERESTS LAYER
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THE INTERESTS LAYER
Affinity Audience
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THE INTERESTS LAYER
In-Market Audience
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THE TOPICS LAYER
“I love cakes” “I love hippie stuff”
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THE TOPICS LAYER
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THE DEMOGRAPHICS LAYER
Every ad group will have different demographic insights.
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THE GEO/LANGUAGES LAYER
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EVERY DISPLAY BURGER PERFORMS DIFFERENTLY
$21 CPA$15 CPA
$8 CPA
Interests Placements Contextual
Demographics
Topics Contextual
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MINI BURGERS ARE THE BEST
The more layers you use, the smaller your audience gets, but that’s a good thing.
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MORE MONEY FOR GRANDMA
© Sebastian Burgold
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Gmail Sponsored Promotions
COMPETITOR HIJACKING
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JUST OUT OF BETA!
In beta since 2013, released to the public 09/01/2015!
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HIJACK COMPETITOR EMAILS
Cost per conversion -50% compared to search.
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UPGRADE TO A MINK COAT
Oh you fancy huh?
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YOU HAVE GMAIL AD OPTIONS!
Start with the Gmail image template, then experiment.
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YouTube Video Ads
EYEBALLS ARE STILL SO CHEAP
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PRESSURE FROM ADWORDS REP?
“You should use YouTube”
“But I don’t have a video”
- AdWords Rep
- You
“Sshhh…”
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THERE’S SOME TRUTH TO IT
“You should use YouTube” “Okay! Whatever
you say Mr. Google!”- AdWords Rep
- Poor Advertiser
Monthly Viewership = 10 Super Bowl Audiences
Cost per views as low as $0.01, still!Second biggest search engine, after Google
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BIGGEST HASSLE OF VIDEO ADVERTISING?
“Would you likesome turkey?”
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BIGGEST HASSLE OF VIDEO ADVERTISING?
“Or how aboutthis pie?”
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USE FIVERR TO BEGIN WITH
“explainer video” “animation video” “business video”
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THEN INVEST IN QUALITY
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THE DO’S AND DON’TS OF GREAT VIDEO ADS
Mike Arce, Loud Rumor
(aka, YouTube BAWS)
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YOUTUBE AD LENGTH
31 Seconds
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QUICK MESSAGE FEATURE
5 Seconds
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KEEP THEM ENGAGED, KEEP CUTTING
1-3 Seconds
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YOUTUBE TARGETING
B2B Audience B2C Audience
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YOUTUBE REMARKETING
If your YouTube library is big, then you must take advantage.
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Display Campaign Optimizer
TRUFFLE HUNTING ON STEROIDS
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AUTOMATE YOUR PLACEMENT SEARCH
“ME FIND YOU MONEY *%&@”
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HOW TO SET IT UP
Need to have at least 15 conversions/month to activate.
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BEST PRACTICES OF DCO
Set Target CPA at or above the minimum recommended CPA
Set daily budget higher than (10 x Target CPA)
Set ads to ‘optimize for conversions’
Set delivery to ‘standard’ (not accelerated)
Use all ad formats and use as few ad groups as possible
Allow 1-2 days for traffic to ramp-up, 1-2 weeks before changes
“MONEY *%&@”
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THE DON’TS OF DCO
DO NOT make full ad swaps.
DO NOT change the target CPA constantly.
DO NOT move high performing placements out.
DO NOT test a ton of radically different landing pages.
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THE DO’S OF DCO
DO gradually rotate in new creatives. DO create new ad groups for thematically different creatives.
DO use target CPA bid to control traffic volumes.
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KEEP AN EYE ON IT THOUGH
“ME WASTED YOU MONEY. ME SORRY *%&@”
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CURRENT EVENTS MESS THINGS UP
Especially if you’re trying to sell corn online.
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GET IN THAT DIMENSIONS TAB
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PLACEMENTS, APPS, AND MORE…
Cost per conversion -43% compared to search.
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GET EXHAUSTED FROM COUNTING YOUR MONEY
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Tiny Ads In Apps
SO EASY IT SHOULD BE ILLEGAL
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WHAT THEY LOOK LIKE
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WHICH APPS TO TARGET?
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THE DATA IS ALREADY THERE
Remember the Dimensions tab?
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WTF ARE PACKAGE NAMES?
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HOW TO FIND PACKAGE NAMES - ITUNES
iTunes uses a numerical app identifier.
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HOW TO FIND PACKAGE NAMES - GOOGLE PLAY
Google Play uses a text based app identifier.
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Create Mini Baits
THE MORE, THE BETTER
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AKA, YOUR CHICK LEAD MAGNETS
White papereBookInfographic
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THE “10 IDEA” TEAM BRAINSTORM GAME
Rules Of The Game - Each idea can only take one day to create - Each idea must provide actual value - Each idea must unique to your branding - Each idea must be free to the prospect
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THE MORE BAITS, THE BETTER
1) Coupon 2) Checklist/Cheatsheet 3) Quiz 4) Video/Video Course 5) Toolkit (collection of tools) 6) Calendar 7) Podcast/Interview 8) Consultation 9) Tickets To Something 10) Live Demo
11) Email Course 12) Physical Product Giveaway 13) Swipe File 14) Infographic/Gifographic 15) Free Quote 16) White Paper 17) eBook 18) T-shirt 19) Industry Stats 20) Case Study
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1 BAIT = 10 BAITS
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wut?
mine?
HI MOMENTUM TESTING = HI QUALITY AUDIENCE FINDING
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HI MOMENTUM TESTING = HI QUALITY AUDIENCE FINDING
wut?
mine?
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MORE THAN JUST THE DISPLAY NETWORK
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Strengthen Your Funnel
THIS. IS. CRUCIAL.
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IT’S HARDER THAN IT LOOKS
Where’s my money?
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YOUR VALUE FUNNEL LADDER
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YOUR NEXT VALUE STEP
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YOUR NEXT VALUE STEP
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THE VALUE CONTINUES…
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EMAIL AUTOMATION & NURTURING
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GIVE THEM MORE VALUE THAN YOUR COMPETITORS
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GIVE THEM LOVE AND ATTENTION
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RISING TIDE LIFTS ALL BOATS
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NERD BONUS: GOOGLE VALUETRACK PARAMETERS
kboo.st/value-track
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LOG IN WITH GOOGLE
Start Your Free Kissmetrics Trial
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JOHNATHAN DANE CEO/Founder, KlientBoost
@JohnathanDane [email protected]
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen [email protected]
Questions?