The Ultimate Google Display Ads Workshop: How to Reach Millions at Minimal Cost
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The document provides an overview of a workshop on Google Display Ads, highlighting the advantages of display advertising such as brand awareness and cost-effectiveness. It outlines strategies for setting up campaigns, including bidding options and audience targeting, while emphasizing the role of local partnerships and advanced technology. Key takeaways suggest that display advertising can serve diverse business needs and offers various targeting options for effective marketing.
The Ultimate Google Display Ads Workshop: How to Reach Millions at Minimal Cost
- 1. The Ultimate Google Display Ads Workshop: Reach Millions at Minimal Cost Susie Marino April 15th, 2021
- 2. How are we different? It’s all in the name. LOCAL. The heart and dedication of a LOCAL partner, powered by a national network. Our award-winning journalism and community connections through 260 daily brands in 46 states across the country makes us the largest media company in the U.S. Together, we reach over 155 million consumers - that's 1 in 2 adult Americans* actively seeking information on what's happening around them - who choose to come to us as their trusted source for local news and entertainment. iQ. We match our LOCAL, trusted brands with innovative technology and intelligence. Our IQ. Which, of course, is our industry-leading technology, digital marketing services, and tools we've built through partnership and the strategic acquisitions of ThriveHive, ReachLocal, SweetIQ, and Wordstream, to help businesses across the country grow and thrive. Sources: Gannett Investor Relations (Note, ex-Guam there are 260 local dailies across 47 states); Comscore September 2019 de-duplicated audience report.
- 3. EXTENDED REACH The passion of a local partner, backed by the power of the USA TODAY NETWORK. $82.8K AVG HOUSEHOLD INCOME Confidential Source: 2020 comScore Multi-Platform //GfK MRI Media + Fusion (Trended Nov-Dec 2019, Jan 2020/S19) – Desktop & Mobile. UVS= Jan-April 2020 127 INDEX INFLUENCERS 155MM+ MONTHLY UVS 260 DAILY BRANDS REACHING 1 IN 2 US ADULTS 46 STATES Insights from 155MM consumers Learnings from MILLIONS of leads delivered Wisdom from THOUSANDS of client campaigns USA TODAY NETWORK: 2020 comscore. Confidential source: comScore Multi-Platform January –April 2020
- 4. AGENDA What it’s all about. Display Advertising Breakdown Set up,Targeting, Ad Copy Local IQTargeted Display Network
- 5. 5 Susie Marino Customer Success Specialist
- 6. What are Display Ads?
- 7. The Google Display Network
- 8. The Benefits of Display Ads • Excellent for brand awareness • Inexpensive average cost per click • Interact (and re-engage) with relevant audiences in between searches • Creative visuals entice users to click • Plenty of targeting options • Cross-device friendly • Can act as a supplement to other marketing efforts
- 9. Key Differences From Search Ads • Lower click-through rate and conversion rate • Audience targeting doesn’t allow you to directly address a user’s intent like search campaign keywords can • Unfocused audience targeting can lead to budget being spent quickly
- 10. Setting Up Your Display Campaign
- 11. Display Specific Steps • Ad Scheduling • Device Bid Adjustments • Content Exclusions • Frequency Management • Targeting Expansion
- 12. Bids & Budget
- 13. Bids
- 15. Bidding Strategy Options: What's Right For You? Manual Automatic • Allows for more control • You set each individual keyword’s bid • Time Consuming • Bid Adjustments • Can change anytime you want • Budget friendly •Only set at Campaign level •Can vary campaign to campaign •Can go above your Daily Budget • Many different options (ie. Maximize Clicks, Maximize Conversions, Target CPA etc.) • Saves time • Leverages Google’s machine learning • Can spend at a higher rate • Bid caps for Max Clicks • Algorithmic Learning Period
- 16. Display Costs Best Practices: • If on manual, set your Max CPC bid low, but not too low • Use Google's reccomended formula to calculate your monthly/daily budget • Since conversion rates can be lower, allow for a budget high enough to aim for more clicks per day • Select a bid strategy that best fits your needs and goals
- 18. Audience Targeting on Google Display Ads
- 19. In-Market, Affinity, & Detailed Demographic In-Market • Actively searching for that category • Whom Google believes is likely to purchase such product or service • "Short term" Affinity • Long-standing interests/habits • Lifestyle or months/years of such searches • "Long term" Detailed Demographic • Advanced demographic beyond the standard age, gender, or income • Parents or college grads are examples • Timely
- 20. Remarketing, Similar, & Custom Remarketing • Website visitors or visitors of a specific page on your site • Minimum 100 unique users • More control, can be restrictive Similar • "Lookalike" • People with behaviors similar to those in your remarketing • Google curated, slight lack of control Custom • Show to people who have visited certain pages similar to certain URLs, searched certain words, have certain interests, or visited certain places IRL
- 21. Content Targeting on Google Display Ads
- 22. Content Targeting in Action
- 23. Ad Types & Formatting
- 25. Single Image Ads (Uploaded Display Ads)
- 26. Ad Format Tips
- 28. Key Takeaways
- 29. KeyTakeaways: Display advertising can be applicable in any situation and fit any business needs. With endless targeting options you can execute bothTop of Funnel or Bottom of Funnel strategies. Targeted Display Networks can be an alternative to Google Display Network for even better results.
- 30. QUESTIONS?
Editor's Notes
- #3: Jenn LOCALiQ is the leading digital marketing expert, with deep roots in over 260 communities across the country, it’s our passion to help businesses and communities grow. (click//)
- #4: and What’s incredible about LOCALiQ is we have uniquely engaged local audiences, industry-leading technology, deep digital marketing expertise and insights from 300K clients across the US. Award-winning, proprietary technology and digital platform filled with data-driven campaigns that work for your clients and your agency. Plus, premier partnerships to further drive results. We are LOCALiQ and we are excited to be partnering together! (click//)
- #5: House keeping- Chat box Q & A at the end Ask questions throughout – participate (Click//)
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