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8/8/2019 Creating Effective GDN Campaigns July 28 2010 (1)
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Welcome!
Anticipated duration: 1 Hour(including Q&A).
If you have any questions during the session, ask
Michelle.
Audio: If you cant hear the presenter after the slideshave begun to move, please ask Michelle
Oisn Hoctorwill be presenting Creating Effective
Google Display Network Campaigns shortly.
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Creating Effective Google Display Network CampaignsThe subtitle goes here
Oisn HoctorGoogle Display Network Specialist
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1. Creating Separate Campaigns for the GDN2. Finding your Target Audience3. Identifying Ad Group Themes4. Case Study: Private Health Insurance5. Creating Compelling Ads6. Negative Keywords7. Misspellings8. Performance Transparency9. Bidding Strategy
Agenda:
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Google Confidential and Proprietary 4
Lets get stuck in!!
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Google Confidential and Proprietary
Creating Separate Campaigns for GDN
5
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Google Confidential and Proprietary
GDN campaigns should be separate from Search
Ads are served differently on the GDNAd Group themes are analysed and matched to webpage content
Separate campaigns allow foroptimum structureand increased control
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Google Confidential and Proprietary
Not Your Average Targeting Technology
Page Analysis
Scan the page1
bikram yoga, bikram yoga for beginners,learning bikram yoga, bikram yoga classes
Keywords
bikram yoga, yoga classesThemes
Analyze the page2Machine learning technologyturnskeywords into targetable themes
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Google Confidential and Proprietary
How Your Ad Is Matched To A Publisher
Ad Matching
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad ScheduleAdGroup4 Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad ScheduleAdGroup5 Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad ScheduleAdGroup6
Text Ads
Keywords
Negative Keywords
Geo Targets
Language TargetsAd ScheduleA
dGroup2 Text Ads
Keywords
Negative Keywords
Geo Targets
Language TargetsAd ScheduleA
dGroup3
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad ScheduleAdGroup7 Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad ScheduleAdGroup8 Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad ScheduleAdGroup9
Ad
Group1 Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
Themes
Keywords
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Google Confidential and Proprietary
Separate campaigns produce better results
International hotelier had a Search campaign opted in to the DisplayNetwork
In 2009, they tested two Display Network only campaigns
Key Results Post Optimisation
Average CTR more than doubledAverage CPC decreased by over 70%
The new optimised GDN campaigncontained fewer keywords
Ad groups were tightly themed
1
2
AveragenumberofKWsperAdgroup
(indexed)
0
10
20
30
40
50
60
70
80
90
Before After
No.ofKeywords
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Google Confidential and Proprietary
Finding your Target Audience
1
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Google Confidential and Proprietary
Creating Ad Groups for GDN campaigns
Use short keyword lists to create tightly themed Ad GroupsCreate Direct, Complementary and AudienceAd Groups toincrease your online reach
Cover as many related themes as possible conversionscan come from unexpected places
Intro
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Google Confidential and Proprietary
Create Ad Groups in the following order:
Use keywords directly related to your product or service
Direct, Complementary and Audience Ad Groups
1
2
3
Direct
Complementary
Audience
Use keywords related to associated products
Use keywords which make your ads eligible to
appear on web pages where your target audience is
browsing
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Google Confidential and Proprietary
City breakers
Architecture enthusiasts
Football fans
Barcelona flights
Barcelona flight deals
Cheap flights Barcelona
Barcelona maps
Barcelona hotels
Barcelona holidays
Barcelona tour bus
13
Example: Advertiser sells flights to Barcelona
1
2
3
Direct
Complementary
Audience
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Google Confidential and Proprietary
Identifying Ad Group Themes
1
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Google Confidential and Proprietary
yoga mats
Example: Advertiser sells Yoga Mats
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Google Confidential and Proprietary
Keyword Building: Defining Your Ad Groups
manduka yoga mat
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Google Confidential and Proprietary
Cast A Wide Net:
Many Ad Groups ensure
you target more
interested users
Tight Keyword List:
Very specific keyword
lists avoid targeting
ambiguity.
Account: Yoga Gear
Sample GDN Campaign Structure
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Google Confidential and Proprietary
Try not to include more than 10 keywords
An Ad Group theme is easily created in up to 10 keywords
What is the maximum number of keywords
you should have in a GDN Ad Group?
Make sure you follow the guidelines
Suggestions on Keyword Numbers
Match Types
There is only one match type on the GDN: BROAD MATCHHow do match types work on the GDN?
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Google Confidential and Proprietary
Case Study: Private Health Insurance
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Google Confidential and Proprietary
Identify your ad group themes
Direct Product Complementary Product Interested Audience
Private Health Insurance UK-Wide Gym
Health Insurance & Gym Membership Co-Promotion
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Google Confidential and Proprietary
Direct ad groups serve on highly relevant websites
Direct ad group ensures private medical insurance sites are targeted
private medical Insurance
private healthcare
health insurancePrivate Health Insurance
health insurance
health insurance plans
private medical
private medical uk
medical insurance
private health insurance
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Google Confidential and Proprietary
Complementary ad groups serve on related sites
Complementary ad group expands reach and targets gym/exercise sites
Exercise
Exercise program
Health and fitnessUK-Wide Gym
Exercise workouts
Exercise plans
Ab exercises
Exercise benefits
Gym memberships
Health clubs
Exercise programs
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Google Confidential and Proprietary
Audience ad groups serve on sites of wider interest
Interested Audience ad groups cast the target net wider, capturing a health conscious audience
Healthy Living
Healthy Living
Healthy lifestyle
Healthy living
Healthy foods
Eating healthy
Losing weight
Diets
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Google Confidential and Proprietary
Ad groups before (1) and after (2) optimisation
Ad Group Themes Type of Ad Group Avg. no. of keywords
c. 10 Direct ad groups (health insurance,medical plans, etc)
Direct >800
1k
No Audience Ad Groups Audience n/a
Ad Group Themes Type of Ad Group Avg. no. of keywords
c. 10 Direct ad groups (healthinsurance, medical plans, etc.)
Direct
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Google Confidential and Proprietary
health insurance
health insurance plans
agency care
private medical
private medical uk
medical insurance
private health insurance
health assessmentcentre
cancer cover
cancer insurance
cancer screen
cancer treatment
etc.
Improved performance post optimisation
Results post optimisation
Direct Product
ComplementaryProduct
Interested
Audience
Private Health
Insurance
UK-Wide Gym
Impressions Clicks CTR
+47% +33% -12%
Improvement 10 months pre- vs. 10 monthspost-optimisation
Impressions Clicks CTR
+73% +221% +92%
Impressions Clicks CTR
>15m >20k >0.1%
There were no Interested Audience ad groupspreviously. These ad groups added the following:
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Google Confidential and Proprietary
Increased exposure to more relevant users
Advertiser reports significant uplift in conversions
after launch of optimised campaign
Impressions
Clicks
1 2 3 4 5 6 7 8 9 10 11 12
Month
Optimisation
implemented
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Google Confidential and Proprietary
Ad Creatives
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Google Confidential and Proprietary
Golden Rules for Successful Display & Text Ads
Catchymessage to grab users attention
Message anchored to yourtarget audience
Appropriate landing page
Right expectations of what users will find on the Landing Page
ClearCall to Action for Direct Response Goals
Value Proposition for Branding Goals
Consider trying Emotional Messaging
Creatives General Guidelines
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Google Confidential and Proprietary
Negative Keywords
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Google Confidential and Proprietary
Negative keywords ensure better ad placement
ensure better ad placement prevent the ads from showing on irrelevant
pages
help improve ROI and overall targetingstrategy
Benefits
do not copy negative keyword list from Searchcampaign
keep negative keyword list as short aspossible to ensure maximum exposure
use Wonder Wheel to identify potentialnegative keywords
Implementation
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Google Confidential and Proprietary
Use Wonder Wheel to identify negative keywords
Use Wonder Wheel tool to find suggestions for negative keywords
Possible negatives:
Drinking
Wine
Crystal
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Google Confidential and Proprietary
Example negative keywords: Car Hire
Ad Groups ExampleNegatives
buy
accessories
auction
audio
battery
crashdealers
finance
games
insurance
parts
phone
racing
reviews
seatstax
airport car hire
airport car rental
auto hire
auto rental
car hire
car rental
self drive
vehicle hire
vehicle rental
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Google Confidential and Proprietary
Misspellings
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Google Confidential and Proprietary
Misspellings dont work on Google Display Network
Do not use many uncommon misspellings in GDNcampaigns
Web page content is unlikely to include misspellings,making it difficult to match Ad Group themes
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Google Confidential and Proprietary
Misspellings can negatively impact CTR and CPC
Over50keywords,the
majorityofwhichare
brandtermmis-spellings
An online retailer optimised his Brand GDN Campaigns to include only correctly spelt versions ofthe brand term
Results:
Old BrandAd Group New BrandAd Group
Fewerthan10keywords,
allcorrectlyspeltbrand
terms
CTR (91%) Av. CPC (75%)
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Google Confidential and Proprietary
Performance Transparency
3
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Google Confidential and Proprietary
Analyse campaign performance using Networks tab
Get performance statisticsfor websites your ads appear onIdentifytop/low performing sitesUse this data to optimise the performance of your GDNcampaign
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Google Confidential and Proprietary
Site level data now available on the Networks tab
38
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Google Confidential and Proprietary
Understanding the performance data of your placements
39
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Google Confidential and Proprietary
Add managed placements to customise bids
Set individual placement level bids by adding them to your managed
placement list
40
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Google Confidential and Proprietary
Use Ad Planner to identify other top performing sites
Add similar websites as Managed Placements
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Google Confidential and Proprietary
Site & Category Exclusion Tool
Ad Groups ExampleNegatives
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Google Confidential and Proprietary
Site & Category Exclusion Tool
Ad Groups ExampleNegativesUse the Page Types tab to exclude specific types of web
content, such as Social Networks orParked Domains
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Google Confidential and Proprietary
Bidding Strategy
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Google Confidential and Proprietary
Start with bids high enough to ensure exposure
Set high initialbids to ensure higher impressions andexposure on premium sites
Increase or decrease Max CPC bids depending onperformance
Use bidding tools to help optimise campaigns
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Google Confidential and Proprietary
Bidding Is A Crucial Factor in GDN
The types of sites on which your ad appears
Yourreach on the Display Network
Yourposition on the publishers page
BIDDING DETERMINES:
Tips:
always bid at the ad group or placement level never thekeyword level
set initial GDN bid at same level as Searchbid the same for text and display ads initially
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Google Confidential and Proprietary
Optimise bidding to CPA with Conversion Optimiser
Auto manages bids andtargeting per site to meetCPA goals
Apply recommendedmaximum CPA tomaintain current spend
AdWords conversiontracking must be enabled
Minimum of 15conversions in the last30 days
Select bidding option on
edit campaign settings
47
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Google Confidential and Proprietary
Auto manages bids andtargeting per site to meetCPA goals
Apply recommendedmaximum CPA tomaintain current spend
AdWords conversiontracking must be enabled
Minimum of 15conversions in the last 30days
Max CPA is not target or
average CPA
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Optimise bidding to CPA with Conversion Optimiser
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Google Confidential and Proprietary
New Feature! Enhanced CPC Bidding
Boost your ROI with an easy to use, automated bid management tool.
Enhanced CPC will automatically adjust your Max CPC bid based onthe likelihood that your ad will convert.
Enhanced CPC bidding considers:
Historical performance of your ads on the site Match quality between ad and site content Current content on the site
Max CPC
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Google Confidential and Proprietary
1. From the 'Bidding and budget' section, choose either manual bidding (4a) orautomaticbidding (budget optimizer) (4b).
2. Find the checkbox next to the Enhanced CPC option and select it. Click Save.
50
Enabling Enhanced CPC Bidding
50
If you use ECPC withautomatic bidding, the costof a particular click canexceed the bid limit by upto 30% in any givenauction.
This option will not affectyour campaign budget.
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Google Confidential and Proprietary
Allow At Least 2 Weeks For
Impression Levels To Normalise
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Summary
1. Create separate campaigns2. Select appropriate ad group themes3. Create compelling ad creatives4. Consider negative keywords5. Analyse placement performance6. Optimise your campaign
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You might also find these webinars helpful:
Re-marketing on the Google Display Network
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