Master the Google Display Network By Kate Pellegrini

#SMX #24B @3QDigitalGoogle Display Advertising - Advanced Tips For Success

Master the Google Display

Network


With so many targeting options, how do you select the best mix?

#SMX #24B @3QDigital

Example screenshot shows 18% of converted user audience is also in-market for concert & music festival tickets– Not a connection one would have

inherently made about this audience – A small GDN test targeting people

in-market for concert & music festival tickets proved to be very successful

Targeting Selection – Google Audience InsightsGoogle AdWords UI > Shared Library > Audiences > All Converters

Look at the most valuable audiences in AdWords Shared Library

i.e. Highest CLTV list, All Converters, Most Active Users, etc.


Input your website URL, a list of your competitors or a list of your top keywords Google will populate the most relevant topics, placements, interests & in-market segments that relate to

your input criteria View relevancy, available weekly impressions & historical average CPC

Targeting Selection – Google Display Planner Google AdWords UI > Shared Library > Audiences > All Converters


1.) In-Market, Affinity or Similar Audiences targeting

layered with 2.) Keyword Contextual targeting

The first set of targets is focused on the user and tells you that the person you will be serving to is likely interested in your realm of products/services

The second set of targeting (Keyword Content) ensures that the placement where your ads are served are relevant to your products/services

This tactic helps to ensure that you are not only serving to relevant users, but also serving to

them on relevant sites

Targeting Selection - Layered Targeting to Narrow Focus

SweetSpot!


With limited creative resources, how do you create display ads

at scale?


1. Image/Banner Ads2. Responsive Ads

(Image)

3. Responsive Ads (Text)4. Text Ads

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Google Display Network - Ad Format Options

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4

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Makes it easy to create simple, on-brand banner assets at scale

Upload a folder of images & logos, use the stock image gallery or have Google scrape your website for images

Google Ad Gallery – Easy Display Ad Creation

The tool auto-populates 7 unique, easily customizable ad templates

- Change color schemes, update imagery, add a headline & description, input a unique call-to-action, etc.

Create just one design & it works in almost all sizes


Image• Use clear, high-res, striking images• Feature humans & product shots

Message• Explicitly state who you are and what

you’re offering• People seeing your display ad haven’t

asked to see it & may know nothing about your brand/offering

• Include unique selling points, pricing & promotions

• Add urgency

Google Display Ads – Best PracticesImage | Message | Design


Design Create designs that stand out– Ads that blend into placements too much are at risk of not being

clicked as users may assume the ad is actually native to the page

Ensure design works for all ad sizes– A one design fits all approach may cause for ads in smaller sizes

to become hard to read or too cluttered– Make sure each frame of animated ads make sense and can

stand alone

Google Display Ads – Best PracticesImage | Message | Design


Your GDN campaigns are finally up & running. How do you

control performance?


Improving GDN Performance – Placement Faux Pas

All advertisers care deeply about their brand equity and let’s face it, serving a banner ad for beer on a placement about drunk driving can be a really bad look…

Luckily, there are several quick and easy settings that can help advertisers avoid these all to common issues


Improving GDN Performance – Exclusions Site category exclusions – opt out of site

categories that don’t align with your brand

Shared negative keyword lists– create (and constantly update) a shared list of unsavory terms to prohibit your ads from serving on placements that contain those terms in their content– ”death”, “injury”, “court”, “complaint”, etc.

Shared negative placement lists – create (and constantly update) a shared list of low quality sites and easily apply as an exclusion to all your GDN campaigns– Monitor the placements your ads serve on each week and

add sites to your exclusion list as you go

Bonus tip – still seeing your ads on mobile apps even with the GMob mobile apps category excluded? Just add adsenseformobileapps.com as a placement exclusion to your campaigns!


Examine the placements your ads are serving on frequently to exclude low performing sites Don’t throw the baby out with the bath water…

If you have a placement that is driving conversion volume but at a high CPA, use the “see details” tool to view your placement details & exclude pages within the placement that are driving up spend and not converting

Improving GDN Performance – PlacementsPlacement Report

Placement Details


Invalid click activity on the GDN is something all advertisers face– Invalid click rates range from 20-30% for most GDN campaigns

Luckily, all invalid click costs are refunded to advertisers! – While invalid clicks will still be shown in your AdWords UI, check your billing transaction history to see Google

refunding you for these fraudulent clicks Regardless, invalid activity still poses issues for advertisers….

Improving GDN Performance – Invalid Clicks


Although Google refunds fraudulent click costs , we also see the issue translate over into lead quality

Invalid Clicks Invalid Leads Can be bad from a resource perspective - Sales

teams don’t have time to be chasing down and trying to contact hundreds of leads that actually don’t exist

Improving GDN Performance – reCAPTCHA

To mitigate invalid lead activity, use a reCAPTCHA widget – Free tool offered through Google to reduce bot

lead fills reCAPTCHA was implemented for a 3Q client at the

start of November 2016 & invalid lead rates decline by more than 63%


Exclude demographic segments that don’t align with your target market Even for the most universal products, performance for each demographic segment can vary a great deal

- Split low performing demographics into their own campaigns (can better tailor ads/messaging/landing pages/bids) OR just part ways with poor performing segments all together

Improving GDN Performance – Demographics


Be mindful of Expanded Targeting Optimization options- Automatic targeting results in new placements, so it's suitable for advertisers who don't have strict

brand guidelines about where their ads appear Disable Google Conservative Targeting for brand new campaigns or ad groups

- ”Conservative Targeting” is enabled by default for new ad groups created in AdWords Editor - Sneaky, Sneaky!

- You always want to make sure your initial targeting is hitting goals before expanding out to this feature

Improving GDN Performance – Targeting Optimization


Limit the number of times the same user is exposed to your GDN ads with frequency capping – Located in campaign settings

Recommended frequency is different depending on the advertiser/industry

Improving GDN Performance – Frequency Caps

Campaign A

Campaign B

The above example shows stronger CVR and CTR for campaign B where users saw GDN ads 7 times in a 1-week period compared to a similar campaign A where users saw GDN ads 16 times in a 1-week period– From here we would recommend lowering the

frequency cap on campaign A to improve performance

Master the Google Display Network By Kate Pellegrini

Marketing

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