Why You Failed on Adwords Display & Hidden Secrets Explained

Why You Failed on Adwords Display &

Hidden Secrets ExplainedAugust 18th, 2015

Presenter:

Jacob Erdei

ConversionOptimization

Web Analytics

Digital Marketing Minnesota

Introduction

The group background

Speaker - Jacob

Discussion & questions

Agenda

http://www.meetup.com/digital-marketing-minnesota/


Introduction

Digital marketing is marketing that makes use of

electronic devices such as personal computers,

smartphones, cellphones, tablets, TV and game

consoles to engage with stakeholders.



Introduction

ConversionOptimization

Mobile

Web Analytics

OnlineAdvertising

SEO

DevelopmentSocial Media

Email

Strategy

EcommerceLocal



Organizers

Robert Flournoy

Performance-driven sales and lead generation

Driven $70 million in online revenues

Jeff Kemnitz

Has worked on client & agency side

Grew ecommerce business from $1 million to $4 million

Jacob Hagberg

2013 drove $1 million in Amazon affiliate sales

SEO / Reputation management for national brands

Introduction



What is the group all about?

Professional development & networking

Keep you on the forefront of digital marketing

Enriching your & our collective knowledge

I Started Group 7 yrs ago to meet others, help others and

expand my own knowledge

Introduction



Optional: Top Display Pain Point?

(in 7 seconds or less)

Introduction

10 Seconds – Introduce Yourself

First & last name

What you currently do / background…



Introduction

Want to present?

Let us know…



Speakers

Presenter:

Jacob Erdei


MarketingPlayBook.Co

Adwords Display Overview and Tactics

By Jacob Erdei

MarketingPlayBook.co


Umm?

“I’ve Never Spoken with Someone Making

Money on the display side”


Umm?

“I’ve Never Spoken with Someone Making

Money on the display side”

Quote From: My Adwords Rep


GDN (Google Display Network)

Why do most people

fail on GDN?


GDN (Google Display Network)

They Try and take a Drink from a

Fire Hose


GDN

According to Google

GDN includes over 2

million sites that reach

over 90% of global

internet users


Differences Between Search and Display•Quality Score Hidden

•Demographic Targeting

•Keyword targeting works differently

•Ability to use images

•Ability to assign ad placements

•Ability to exclude display partners

•CPM bidding

•Topic based targeting

Interest based targeting – Affinity Audiences / In Market / remarking lists and similar to remarketing lists

Most importantly it’s interruption based advertising as the person may not be in buying mode.


Measuring QS

With CPC Bidding the only indicator is the

Relative CTR Column

Relative CTR of 1x means you are

average across the network.

I rarely focus on this metric except to

gauge the audience interest in the product

Relative CTR viewable is on the campaign

and adgroup level.


Keyword Targeting

Keyword targeting will trigger your ad when that keyword is present on the page.

Example: Virus

I may show on a page about computer viruses or I may show on a page about Ebola

Keyword targeting alone will have you showing for millions of unrelated impressions.

When possible I start with 2 and 3 keyword combinations


Demographic Targeting

Gender:

•Male

•Female

•Unknown

Age:

•18-24

•25-34

•35-44

•45-54

•55-64

•64+

Demographic Targeting lets you target specific genders and age groups

Parental Status:

•Parent

•Not a Parent

•Unknown

It’s worth mentioning that targeting

parents and not a parent is limited to

specific countries and the volumes

are low.


Topic Based Targeting

Autos & Vehicles - Campers & RVs / Motorcycles / Trucks

Beauty & Fitness - Cosmetic Surgery / Skin & Nail Care

Hair Care - Hair Loss

Business & Industrial - Event Planning / Moving & Relocation

Computers & Electronics - Antivirus & Malware / Camera &

Photo Equipment

Finance - Auto Financing / Auto Insurance / Home Insurance

Marketingplaybook.co/


Interest Based Targeting – Re-marketing Lists

A re-marketing are lists created using a pixel from

Adwords for visitors who performed a certain

action such as landing on your website, clicking

an internal link or abandoning a checkout page.

Re-marketing is one of the simplest ways to get a

profitable campaign started on display.


Interest Based Targeting

Similar to Re-marketing Lists

Allows you to reach fresh visitors whom Google

determines to have close characteristics.

No CLUE how Adwords determines “close

characteristics”

There is no keyword or topic needed for ads to

show to these visitors


Affinity Audiences

Audiences allow you to reach visitors across the

Google Display Network who’ve demonstrated

specific interests, regardless of whether your ad

correlates with the particular topic of the page

they're currently on.


Affinity Audiences Examples

Gamers - Casual & Social Gamers / Hardcore Gamers

Pet Lovers – Cat Lovers / Dog Lovers

Sports Fans – Baseball Fans / Football Fans

Travel Buffs - Family Vacationers / Luxury Travelers


In-Market Audiences

In-Market Audiences are people actively

researching products and comparing products

Example: Amy has been searching multiple

makeup products. Google knows this and places

Amy into a in-market Audience group for

cosmetics

There is no keyword or topic needed for ads to

show to these visitors


In-Market Audiences Examples

Apparel & Accessories - Handbags / Boots /

Luggage

Autos & Vehicles - Transmission Repair / Brake

Service & Repair / Motorcycles (New)

Baby & Children's Products - Child Car Seats /

Diapers & Baby Hygiene Products

Financial Services - Estate Planning / Student Loans

/ Mortgage Refinancing


CPM Bidding

CPM bidding is Paying per 1,000 impressions

I will generally pull High CTR targets and try

CPM bidding


Assign ad Placements

You can cherry pick websites you want your ads

to show on.

The Adwords Display Planner is good for finding

domains you can target.


Exact webpages

Picking Exact Placements

Dog Training

A Top page in Google for “dog training guide”

webmd.com/dogs/guide/dog-training-obedience-training-for-dogs

Domain.com/level-1/level-2/page.html


Exclude Webpages and websites

The Magic Button


Ad Formats

Text ads: According to Google 67.5% of all Display

ads are text ads

Image ads: There are a number of available sizes

and formats.

Adwords has a built in image creator for people to

easily and quickly create their own image ads.


Controlling Traffic

Control the Flow


Controlling TrafficTo Control Traffic you should be combining search options together to nail your target market

Gender: Male

Topic: Hairloss

Age: 45-54

Gender: Female

Topics: Pets & Animals > Pets > Dogs

Affinity Group: Pet Lovers > Dog Lovers

Age 35-44:

Combine any number of topics, keywords, demographic, affinity group together.

Where to Get Started

The easiest way to start on Display is to

use re-marketing lists.

These are people who have already

visited your website

Re-marketing lists are considered

Audiences


Adwords Display Planner

Tools -> Display Planner



Keyword: Dog Training

For ADGROUP Ideas

Topics:

•Pets & Animals > Pets > Dogs

•Pets & Animals > Animal Products & Services >

Pet Food & Supplies




placements:

•dog-obedience-training-review.com

•thehousebreakingbible.com

•loveyourdog.com

•dogtrainingbasics.com

•puppyintraining.com




Interests:

•Sports & Fitness > Outdoor Recreational

Equipment >

Affinity Audience:

•Pet Lovers > Dog Lovers

•Pet Lovers

•Pet Lovers > Cat Lovers


Basic No No’s

•Combining image with text ads

•Zero demographic targeting

•Not excluding poor performing URLS or exact

placements

•Not excluding mobile traffic and

adsenseformobileapps.com


Image Ads with Text Ads

Your image ads are going to perform differently

then text ads.

If image and text ads are showing on the same

page you won’t know which is performing better.


Zero Demographic Targeting


Excluding URLS


Excluding Mobile Traffic and Apps

Setting -> Devices – Change to decrease by 100%

Display Network -> Red Targeting Button – Campaign Exclusions


Putting it All together

I have a dog Training Kit I’m looking to Promote.

Here is how I can combine multiple targeting

methods to hone in on the most profitable

campaigns


Dog Training

I have a dog Training Kit I’m looking to Promote.

Combine

Topics: Topic:886:Pets & Animals > Pets >

Dogs, Topic:379:Pets & Animals > Animal

Products & Services > Pet Food & Supplies

Affinity Group: Pet Lovers > Dog Lovers

I would now go a step further and group these

Topics and Affinity Groups with Gender and Age


My Campaign May look like

Campaign name: Dog training

All adgroups targeting selected topics and affinity

groups

F-18-24

F-25-34

F-35-44

F-45-54

F-55-64

F-65+



Turns out F-35-44, F-45-54 converting the best

for you.

Pause the adgroups not performing.

Focus in on adgroups that are showing

conversions.


My Campaign May look likeDuplicate winning ad groups and try with just the winning placements. Re-test different demographics on just the winning URL targets.

Dig into EXACT placements and kill off non converting webpages.

Optimize images for highest conversions.

Kill off placements not converting over 1.5X offer payout.

F-35-44

F-45-54

Bid higher to get more share impression. Work ad copy to get over 1X Relative CTR



Targeting Specific websites

Gender Targeting – Males

Age Targeting

Stats are from the first 4 days of Testing


Be Sure to Subscribe

I have an Adwords Search Training Course out

on marketingplaybook.co that is free

I’m working on a Adwords Display training

course as well as other traffic platforms as well


Bonus for AffiliatesThe Problem

Affiliates are unable to use the normal conversion pixel for Adwords as we do not have control over the merchants TY/Order page

You can use tracking tokens such as {placement}, {Keyword}

But this won’t tell you the gender, age or exact URL on display that converted or tell you the exact Search keyword that converted.


Bonus for AffiliatesThe Solution

Enable Auto Tagging on Adwords.

Use the gclid paramter along with a re-direct to

dynamically insert the gclid into the sub-id field.


Bonus for AffiliatesEnable Auto Tagging

1. Sign in to your AdWords account.

2. Click the gear icon, and select Account

settings.

3. Make sure you're on the Preferences tab, and

click Edit in the Tracking section.

4. Select (enable) or clear (disable) the

Destination URL Auto-tagging checkbox.

5. Click Save changes.


Bonus for AffiliatesCall the GLCID Value using

glcid=‘XXXXXXX’

Seven X’s around apostrophpe.

Example:

http://tracking.domain.com/offer.php?gclid=’XXXXXXX’


Bonus for AffiliatesOn the re-direct page use

<?php

//grabs the subid and sets $gclid equal to it.

if(isset($_GET['gclid']))

{

$gclid = $_GET['gclid'];

}

?>

<head>

<title>Loading...</title>

</head>

<body>

<META http-equiv="refresh" content="0;URL=http://yourtrackingurl&s1=<?php echo $gclid; ?>">

</body>



</html>

Download sample PHP code on marketingplaybook.co/


Bonus for AffiliatesWhenever a conversation happens you now know the gclid that created the sale.

Upload your conversions into adwords

1. In AdWords, click the Tools tab, and select Conversions. If you're using a manager account, navigate to the upload page by clicking Conversions.

2. Click the Upload button.

3.Click Browse to locate the template you've filled out and saved with your offline conversions information.

4.Click the Upload button.


Speaker – Jacob

Questions & Answers…