Getting the most from the

Google Display NetworkWith: Jim Banks

@jimbankshttp://www.spadesmedia.com

1Wednesday, 30 May 12

Getting the most out of GDN• What we are going to cover in the next 45 minutes

• What is the GDN?

• The history of the GDN

• The GDN eco-system

• Why is it so important?

• Modern day Pareto’s Law 10/80/10

• Recent changes in the way GDN operates

• Best practises for GDN account structure

• Secret tricks for GDN best results

• Q & A

• Special Offer for those that stay to the end

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So what is the GDN?

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The official Google description

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Most advertisers depiction

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What sort of sites can you advertise on using GDN ?

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What type of creatives can you run?

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The types of targeting you can do

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The history of the GDN

•March 2003 - Google Adsense is BORN

•August 2004 - Google become a public company

•October 2004 - Smart Pricing is introduced

•October 2006 - Google buys YouTube ($1.6 billion)

•April 2007 - Google buys DoubleClick ($3.1 billion)

•November 2009 - Google buys AdMob ($750 million)

http://www.google.com/intl/en/about/company/history.html

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Acquisitions for GDN

Not specifically for GDN but important....

Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

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Why is GDN so important?

• 87% market share

• Higher in some countries

• Lower in others

• Important to know the market share - opportunity knocks

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Payout 51% for search traffic and 68% for content

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Modern Day Pareto’s Law

•The current Pareto’s Principle

• 80% of your profits come from 20% of your customers

• 80% of your sales are made by 20% of your sales staff

• 80% of the rubbish comes from 20% of the slides

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My Take On It

•10% of your GDN results will be awesome

•80% of your GDN results will be average

•10% of your GDN results will be a disaster

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Focus on the 20% first

•10% of your GDN results will be awesome

•80% of your GDN results will be average

•10% of your GDN results will be a disaster

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Recent changes in GDN

• Much more emphasis on mobile and video

• Complete separation from Search - Display Network now has it’s own tab and management

• Keyword level data

• Display Ad Builder - Super simple process

• Topic Targeting - e.g. Automotive/Real Estate

• Interest Categories - https://www.google.com/adplanner/

• Much bigger account limits for structuring campaigns

• Opened up Video - Much easier to create and to buy

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Account Structure

• Separate Everything

• Search

• Display

• Mobile

• Video

• Countries

• Use Adwords Editor to replicate and then switch

• Use Adwords Editor as much as you can

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Tricks for best results on GDN

• Tag URL’s using “Value Track”

• Find the “remnant inventory”

• Change your persona to see different ads

• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions

• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be seen

• Use Doubleclick Ad Planner

• Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys

• Use all the extensions you can

• Social for search +1

• Sitelinks for important parts of your site - Products/Services

• Call for mobile campaigns - Make sure it is a used phone

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Value Track

• {creative} - will show the creative ID - good for split testing

• {keyword} - the keyword used (for GDN will be closest match keyword) - there is no match type in GDN

• {placement} - the domain name of where the click took place

• {target} - the placement category (if used)

• {aceid} - the control or experiment ID if using Campaign Experiments

• {adposition} - the position your ad was in - e.g. 1t1 = page 1 top position 1

• E.g. - htttp://www.example.com/?target={target}&placement={placement} would become http://www.example.com/?target=%2Fentertainment%2Fcelebrities&placement=gmail.com

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Find the remnant inventory

•Unsold inventory = house ads

•Google Chrome

•Adwords

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Change your persona• https://www.google.com/ads/preferences/

• Fewer ads: Those who are opted-in see 7% fewer ads than opted-out users.

• More relevant: Opted-in users are 33% more likely to click on ads than opted-out users.

•

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Remarketing

• Only Google call it remarketing, everyone else uses retargeting

• A lot of people only focus on non-buyers

• Upsell with a remarketing campaign for buyers - People that bought A also bought B

• Segment your site

• Smallish windows of opportunity to “stalk”

• Don’t add any traffic restrictions

• Set a high budget

• Set a frequency cap around 3 per day to avoid being creepy

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Page Level Placements

•Use Xenu Link Sleuth - http://home.snafu.de/tilman/xenulink.html

•Use Scrapebox Sitemap Scraper to find pages in a site

•Find sites that rank for your keywords and the underlying pages

•Use Content Bully to find placement opportunities

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Content Bully

•Not actively taking new clients

•http://www.spadesmedia.com/go/content-bully/

•CLick on My Content Bully Download the Windows or Mac Standard Version will provide top 10

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Check for advertising page

• Very few good examples on GDN

• Err on the side of caution unless big budget

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Use all the extensions you can• Google +1 will have impact on results

• Will influence organic results

• Sitelinks help grab more space from competitors and make your ads stand out

• Use day-parting and add in a number for live leads

• If you don’t have a mobile site Google/Dudamobile are giving you a free site for a year

• http://www.howtogomo.com

• Need more convincing on mobile?

• http://www.ourmobileplanet.com/

• http://www.thinkwithgoogle.com/insights/

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Use AdPlanner

• Proper media “planning”

• https://www.google.com/adplanner/

• Drill into a site

• Find similar sites

• Guide you on demographic/audience

• Research - Plan - List - Export to CSV - Export to Adwords

• Search for sites or placements or audience

• You need to practise making lists/plans/research

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Tricks for best results on GDN

• Understand how running Adsense works as a publisher

• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate

• Know the best size ads to target - Popularity vs. competitive - Above the fold

• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the source

• Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and 7am

• Track everything - Conversion Tags, Google Analytics - Whichever tool you feel comfortable with, but be consistent

• Don’t use automatic tagging with Adwords/Analytics

• Know the demographics - Run each in separate ad group - Consider running state by state, even city by city

• Don’t auto optimize too soon - Personally, I never let Google control my campaigns. I may lose out, but at least I know

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Understand Adsense (GDN) as a publisher

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Tips•There is a lot of talk about media BUYING but

not a lot of PLANNING

•The majority of the “data” is available at little or no cost

•“Out of the box” Google Adwords is terrible - Most of the harmful features are OPT-OUT

•A lot of the magic happens with UGLY BANNERS

•Google Translate does just fine for international campaigns

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Talking of tips.....

• Covered a small amount

• Break-out

• Beginners

• Intermediate

• Advanced

• Guerilla

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Q & A

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Thank You For Your TimeContact me

E-mail : [email protected]

Skype : jim_banksAIM : jimbanks46

Live : [email protected] : @jimbanks

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