From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Mining, Refining & Minting Success With AdWords Display & Video. PRESENTATION: Mining and Refining Google Display: Setup Targeting and Conversion Optimization Tips - Given by Laura Thieme, @bizwatchlaura - Bizwatch, CEO. #SMX #14B
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
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
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
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