Creating Effective GDN Campaigns July 28 2010 (1)

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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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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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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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


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


Keywords

Negative Keywords

Geo Targets

Language Targets


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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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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Finding your Target Audience

1


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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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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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City breakers

Architecture enthusiasts

Football fans

Barcelona flights

Barcelona flight deals

Cheap flights Barcelona

Barcelona maps

Barcelona hotels

Barcelona holidays

Barcelona tour bus

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Example: Advertiser sells flights to Barcelona

1

2

3

Direct

Complementary

Audience


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Identifying Ad Group Themes

1


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yoga mats

Example: Advertiser sells Yoga Mats


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Keyword Building: Defining Your Ad Groups

manduka yoga mat


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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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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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Case Study: Private Health Insurance


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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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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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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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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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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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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


+73% +221% +92%


>15m >20k >0.1%

There were no Interested Audience ad groupspreviously. These ad groups added the following:


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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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Ad Creatives


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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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Negative Keywords


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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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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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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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Misspellings


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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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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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Performance Transparency

3


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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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Site level data now available on the Networks tab

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Understanding the performance data of your placements

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Add managed placements to customise bids

Set individual placement level bids by adding them to your managed

placement list

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Use Ad Planner to identify other top performing sites

Add similar websites as Managed Placements


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Site & Category Exclusion Tool

Ad Groups ExampleNegatives


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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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Bidding Strategy


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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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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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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

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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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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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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.

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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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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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Display Ad Builder and Doubleclick Ad Planner

Learn how to create an effective ad using display ad builder and

how best to use Doubleclick AdPlanner to create your media plan.

register here

You might also find these webinars helpful:

Re-marketing on the Google Display Network

Learn the main use cases for this new form of targeting on the

GDN and how to set up a campaign in your Adwords account.

register here

If youve any more questions, you can email [email protected] or visit

ourHelp forum.

Additional Resources:

Google Display Network Youtube Channel youtube,com/user/contentnetwork

Documents

Creating Effective GDN Campaigns July 28 2010 (1)