The document provides tips for using Google's Display Network (GDN) features to find success. It discusses the importance of segmentation and using both text and image ads. It outlines strategies for contextual, placement, topic/category, and remarketing targeting on GDN and emphasizes building layered ad groups. The document also references some undisclosed beta features and encourages contacting a Google rep for more information.

1. Layer Google AdWords’
Display Network
Features & Find Success
WHAT IF THEY SEE YOU? DISPLAY ADS EXPLAINED

2. John A. Lee
Managing Partner of Clix Marketing – search marketing
agency specializing in PPC, display advertising and
social advertising. In the search game for 7 years.
Articles have appeared on Search Engine Watch, Clix
Marketing Blog, PPC Hero, SEO Boy, Website
Magazine, Wordstream Blog and more.

3. How to Rock e-Commerce on
Google’s Display Network
 Step 1
 Throw some keywords in an ad group. Call it a Contextual Campaign.
 Step 2
 Put your 3 favorite websites in an ad group. Call it a Placement Campaign.
 Step 3
 Launch. Then take a nap.
…My Work Here is Done.

4. WRONG!
Google’s Display Network is like an onion. It has layers.
You must understand the layers and apply them
together for optimal targeting.

5. GDN Ground Rules
 Segmentation is key.
 Use text and image ad creative.
 Yes, ad position is still a factor.
 Text ads typically show in a block of 3. Position 4 or higher? Fewer impressions.
 Image ads always register as position 1. Don’t let this fool you.
 Target a placement? Increase the bid.

6. Contextual Targeting
GDN FEATURES

7. Contextual Targeting
• Great for prospecting new
visitors/customers
• Group keywords thematically to
target your products & services
• Get granular!
• Layers to build on:
• Demographics: Age, Gender
• Device Segmentation
• Site & Keyword Exclusions

8. Placement Targeting
GDN FEATURES

9. Placement Targeting
• Great for prospecting new
visitors/customers
• Find Placments:
• Placement performance
reports, Placement Tool, AdPlanner
• Just target the placement. Or…
• Layers to build on:
• Demographic: Age, Gender
• Keywords
• Device Segmentation
• Test performance at domain level
vs. specific URLs

10. Topic / Category Targeting
GDN FEATURES

11. Topic / Category
Targeting
• Great for prospecting new
visitors/customers
• Select relevant topics &
categories from Google’s lists
• Layers to build on:
• Demographic: Age, Gender
• Keywords
• Device Segmentation
• Exclusions
• **For topics & categories, this is a
MUST**

12. Remarketing
GDN FEATURES

13. Remarketing Visitor Who
Browsed
Product X:
• Great for closing the conversion loop, customer New Product No Purchase
retention, and more… for Previous
Customers
• Segmentation is KEY
• Remarket to visitors who do not convert
• Remarket to previous customers for repeat business Visitor Who
• Segment products, categories, on-site actions, etc. Abandoned
Cart
• Tag ENTIRE website. Create audience segments
using URLs within AdWords or Google Analytics
• Layers to build on:
• Demographics: Age & Gender
• Placements
• Keywords (hyper targeting)
• Device Segmentation
• Exclusions
Remarketing!!!

14. Exciting Stuff We Can’t Talk About
GDN FEATURES

15. Try Out These Exciting Betas
• Beta #1
• Beta #2
• Beta #3
• Beta #4
• Contact your Google AdWords rep & ask!

16. Thank You!
Want to Chat?
Twitter: @john_a_lee
Email: john@clixmarketing.com