Mining and Refining Google Display: Setup Targeting and Conversion Optimization Tips By Laura Thieme
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The document discusses tips for setting up and optimizing Google display campaigns, including targeting options, conversion metrics, and performance evaluation. Key suggestions involve setting budgets, choosing exclusions, using remarketing lists, and tracking engagement and conversion rates effectively. Additionally, it highlights the importance of testing different ad formats and measuring view-through conversions to enhance campaign performance.
Mining and Refining Google Display: Setup Targeting and Conversion Optimization Tips By Laura Thieme
- 1. #SMX #14B @BizwatchLaura Mining & Refining Google Display Setup, Targeting & Conversion Optimization Tips
- 2. #SMX #14B @BizwatchLaura What I’ll Cover: • Tips for setting up your display campaign • New traffic or remarketing? • Exclusions to consider • Fine-‐tuning settings to increase conversion rates • How to lower cost per conversion
- 3. #SMX #14B @BizwatchLaura What is your display advertising goal?
- 4. #SMX #14B @BizwatchLaura • Brand awareness • Get people to come to your location • Call you • Come back and order again • Seasonal product and/or promotions Other Display Advertising Goals
- 6. #SMX #14B @BizwatchLaura Fruitcake is year-round for some but for many, it’s seasonal Do people still buy fruitcake?
- 7. #SMX #14B @BizwatchLaura Google Display is one of many ways to reach customer
- 8. #SMX #14B @BizwatchLaura Setup Tips 1. Choose U.S. (initial campaign) 2. Set reasonable daily budget 3. Accelerated ad delivery 4. Set frequency capping to 2 impressions per day per campaign
- 9. #SMX #14B @BizwatchLaura Targeting Your Display
- 10. #SMX #14B @BizwatchLaura Optional – Depends on your goal & budget
- 11. #SMX #14B @BizwatchLaura Choose Remarketing List, if applicable
- 12. #SMX #14B @BizwatchLaura Campaign Exclusions
- 14. #SMX #14B @BizwatchLaura Exclude Topics
- 15. #SMX #14B @BizwatchLaura Last Exclusion Consideration
- 16. #SMX #14B @BizwatchLaura Spring & Easter Promotion
- 18. #SMX #14B @BizwatchLaura Need New Ideas? Use Display Planner Need New Ideas?
- 19. #SMX #14B @BizwatchLaura Using Display Planner for New Ideas
- 20. #SMX #14B @BizwatchLaura Compare cost per conversion to sales/revenue How much is it costing you to convert the customer? How is Your Display Campaign Performing? Conversions View-‐Through Conversions Conversion Rate 508 3,461 6% 162 1,640 2%
- 21. #SMX #14B @BizwatchLaura 1 Week Or Less (Initial KPIs) $100 to see engagement, conversion KPIs Initial Performance Data • Impressions • Clicks • CTR • Budget • Avg CPC/CPM • Placements • Engagement if available
- 22. #SMX #14B @BizwatchLaura TIP: • Ensure all ads are getting impressions • If not, call into Google or find out if the placement where ads are being shown prefer text over image? • Is there another reason new ads are not being shown? If Some Ads Aren’t Getting Impressions
- 23. #SMX #14B @BizwatchLaura Tip: Create new / similar ad instead of editing ad to easily compare performance However, new ad may not show as much even when rotating evenly Review Engagement Metrics While Waiting for Conversion Data
- 24. #SMX #14B @BizwatchLaura Display Ad Engagement & Conversion Performance Bounce Rate Session Length Pages/Session % New Visitors Conversions Conversion Rate View-‐Through Conversions 58% Over 2 minutes 3.5 3% (remarketing) 508 6% (excludes view-‐through) 3,461 64% Over 1 minute 2.5 12% (remarketing) 162 2% 1,641 66% About 30 seconds Less than 2 17% 17 <1% 10
- 25. #SMX #14B @BizwatchLaura KPIs Ultimate Test of Text vs Image Ads Google AdWords CTR Conversions CVR View-‐ Through Conversions Display Ad .35 399 6.9% 3,393 Text .43 94 4.7% 0
- 26. #SMX #14B @BizwatchLaura • Anonymous.google.com sent highest number of conversions, very acceptable cost per conversion • Look at View Through Conversions Biggest Surprise?
- 27. #SMX #14B @BizwatchLaura TIP: • Be sure to include View-‐Through Conversions • If you’re not getting view-‐through conversions • modify columns … still nothing? • make sure you update conversion tracking Conversion Data • Conversions • View-‐Through Conversions • Latter data is not included in your conversion rates & cost per conversion
- 28. #SMX #14B @BizwatchLaura • You have to be willing to try it to figure out what you’re going to get • Would you ever leave an opened box of chocolates in a room unattended? • #AlwaysbeMeasuring Measuring Display is Like a Box of Chocolates
- 29. #SMX #14B @BizwatchLaura After this session, I will be in the Expo Hall Booth 206 Performing PPC & SEO Audits Thank you
- 30. #SMX #14B @BizwatchLaura SEE YOU AT THE NEXT #SMX! THANK YOU!