Why You Failed on Adwords Display & Hidden Secrets Explained
Download as PPTX, PDF1 like1,085 views
This document provides an overview of Google Display Network (GDN) advertising presented by Jacob Erdei. The key points are: 1. Most people fail on GDN because they try to target too broadly without refining their targeting. GDN requires combining multiple targeting methods like keywords, topics, demographics and interest targeting to focus on the most profitable audiences. 2. There are important differences between search and display advertising, like how quality score works and the ability to use images, demographic and interest-based targeting. 3. The presentation provides examples of how to effectively target on GDN by combining keywords, topics, placements, demographics, affinity audiences and in-market audiences. 4.
![MarketingPlayBook.Co
Bonus for Affiliates
On 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>
<!-- insert re-marketing pixel below this link -->
</html>
Download sample PHP code on marketingplaybook.co/](https://image.slidesharecdn.com/8-18-2015-display-advertising-150820010802-lva1-app6892/85/Why-You-Failed-on-Adwords-Display-Hidden-Secrets-Explained-55-320.jpg)
Why You Failed on Adwords Display & Hidden Secrets Explained
- 1. Why You Failed on Adwords Display & Hidden Secrets Explained August 18th, 2015 Presenter: Jacob Erdei Conversion Optimization Web Analytics
- 2. Digital Marketing Minnesota Introduction The group background Speaker - Jacob Discussion & questions Agenda
- 3. 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.
- 4. Digital Marketing Minnesota Introduction Conversion Optimization Mobile Web Analytics Online Advertising SEO Development Social Media Email Strategy EcommerceLocal
- 5. Digital Marketing Minnesota 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
- 6. Digital Marketing Minnesota 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
- 7. Digital Marketing Minnesota Optional: Top Display Pain Point? (in 7 seconds or less) Introduction 10 Seconds – Introduce Yourself First & last name What you currently do / background…
- 8. Digital Marketing Minnesota Introduction Want to present? Let us know…
- 10. MarketingPlayBook.Co Adwords Display Overview and Tactics By Jacob Erdei MarketingPlayBook.co
- 11. MarketingPlayBook.Co Umm? “I’ve Never Spoken with Someone Making Money on the display side”
- 12. MarketingPlayBook.Co Umm? “I’ve Never Spoken with Someone Making Money on the display side” Quote From: My Adwords Rep
- 13. MarketingPlayBook.Co GDN (Google Display Network) Why do most people fail on GDN?
- 14. MarketingPlayBook.Co GDN (Google Display Network) They Try and take a Drink from a Fire Hose
- 15. MarketingPlayBook.Co GDN According to Google GDN includes over 2 million sites that reach over 90% of global internet users
- 16. MarketingPlayBook.Co 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.
- 17. MarketingPlayBook.Co 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.
- 18. MarketingPlayBook.Co 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
- 19. MarketingPlayBook.Co 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.
- 20. MarketingPlayBook.Co 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/
- 21. 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.
- 22. MarketingPlayBook.Co 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
- 23. MarketingPlayBook.Co 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.
- 24. MarketingPlayBook.Co 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
- 25. MarketingPlayBook.Co 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
- 26. MarketingPlayBook.Co 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
- 27. MarketingPlayBook.Co CPM Bidding CPM bidding is Paying per 1,000 impressions I will generally pull High CTR targets and try CPM bidding
- 28. MarketingPlayBook.Co 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.
- 29. MarketingPlayBook.Co 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
- 30. MarketingPlayBook.Co Exclude Webpages and websites The Magic Button
- 31. MarketingPlayBook.Co 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.
- 33. MarketingPlayBook.Co Controlling Traffic To 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.
- 34. 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
- 35. MarketingPlayBook.Co Adwords Display Planner Tools -> Display Planner
- 36. MarketingPlayBook.Co Adwords Display Planner Keyword: Dog Training For ADGROUP Ideas Topics: •Pets & Animals > Pets > Dogs •Pets & Animals > Animal Products & Services > Pet Food & Supplies
- 37. MarketingPlayBook.Co Adwords Display Planner Keyword: Dog Training placements: •dog-obedience-training-review.com •thehousebreakingbible.com •loveyourdog.com •dogtrainingbasics.com •puppyintraining.com
- 38. MarketingPlayBook.Co Adwords Display Planner Keyword: Dog Training Interests: •Sports & Fitness > Outdoor Recreational Equipment > Affinity Audience: •Pet Lovers > Dog Lovers •Pet Lovers •Pet Lovers > Cat Lovers
- 39. MarketingPlayBook.Co 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
- 40. MarketingPlayBook.Co 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.
- 43. MarketingPlayBook.Co Excluding Mobile Traffic and Apps Setting -> Devices – Change to decrease by 100% Display Network -> Red Targeting Button – Campaign Exclusions
- 44. MarketingPlayBook.Co 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
- 45. MarketingPlayBook.Co 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
- 46. MarketingPlayBook.Co 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+
- 47. MarketingPlayBook.Co My Campaign May look like 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.
- 48. MarketingPlayBook.Co My Campaign May look like Duplicate 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
- 49. MarketingPlayBook.Co My Campaign May look like Targeting Specific websites Gender Targeting – Males Age Targeting Stats are from the first 4 days of Testing
- 50. MarketingPlayBook.Co 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
- 51. MarketingPlayBook.Co Bonus for Affiliates The 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.
- 52. MarketingPlayBook.Co Bonus for Affiliates The 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.
- 53. MarketingPlayBook.Co Bonus for Affiliates Enable 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.
- 54. MarketingPlayBook.Co Bonus for Affiliates Call the GLCID Value using glcid=‘XXXXXXX’ Seven X’s around apostrophpe. Example: http://tracking.domain.com/offer.php?gclid=’XXXXXXX’
- 55. MarketingPlayBook.Co Bonus for Affiliates On 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> <!-- insert re-marketing pixel below this link --> </html> Download sample PHP code on marketingplaybook.co/
- 56. MarketingPlayBook.Co Bonus for Affiliates Whenever 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.
- 57. Digital Marketing Minnesota Speaker – Jacob Questions & Answers…