Using the Google Display Network to increase leads from search advertising.

1. Creating Google GDN Campaigns
that Outperform Search
Matt Van Wagner
@mvanwagner
Richardson, Texas 18-Nov-2013
© Copyright 2013. Find Me Faster Nashua, NH. All Rights Reserved.

2. Hey DFW SEM, What’s New?
A Few Cool Things
Making the Case for Bing Ads
Finding Success on the Google Display Network

3. A few cool things
I’ve been playing
with lately.

4. Ad Guardian

5. Adalysis – Beta Test
Sign up for Beta: www.adAlysis.com

6. Adalysis
Tells you when your ad tests have reached statistical significance.
Saves you the bothersome process of checking all the time.

7. Dimension Reports

8. Multi-dimension Reports

9. Multi-Dimension Reports

10. Making the Case
for Bing Ads

11. Huge, Unique Audience
In the U.S.
• 5.6 Billion searches/month
(1/3 of all U.S. searches)
• 163 Million unique searchers
• 54 Million searchers
not using Google
Wordwide
• 489 Million unique searchers
• 94 Million who do not use
Google.

12. A More Valuable Audience
In the U.S.
• Exclusive Yahoo! Bing users spend
38% more than avg internet users
18% more than Google users
Wordwide
• Exclusive Yahoo! Bing users spend
137% more than avg internet users
76% more than Google users

13. Import Directly From AdWords

14. Finding Success
on the
Google Display Network

15. Display Advertising
What is the GDN?
How it is Display different than Search?
Targeting Options
Setting up Campaigns
Optimizing Campaigns
Competitive Analysis Tools
Fun with Competitors

16. Search Engines
User enters a search query into a search box.
Mental Mode: Active. Seeking information.

17. Websites with Ads
User does not type in a query.
User encounters ads while doing
something else.
Mental Mode: engaged, passive.

18. It’s Sort of Like a
Newsstand

19. The Right Area

20. The Right Section

21. The Exact Page

22. How Much Opportunity?
Plenty of Opportunity in Display!

23. Conversion Volume

24. CPA

25. It’s All About
Better & Better
Placement Targeting

26. Targeting Options
KEYWORDS
Interests
PLACEMENTS
Remarketing
TOPICS

27. Targeting Options
KEYWORDS
PLACEMENTS
- KEYWORDS
- PLACEMENTS
TOPICS
- TOPICS
- CATEGORIES
Interests
Remarketing

28. Keyword Targeting
KEYWORDS
Keywords are all Broad Match
Keep keywords tightly themed:
<10-15 Keywords per ad group
- Use keywords on your ideal Target Page.
- Be specific. Use 2 & 3 word keywords.
- Avoid 1 term keywords – except for terms of art.
- KEYWORDS
Use negatives sparingly. Max is 50 (adgroup + cmpgn)

29. Keyword Level Data

30. Targeting Placements
Automatic Placements
- Google finds sites for you using your targeting options
- Good for discovering good placements, especially one-off
pages across the internet.
Managed Placements
- You tell Google on which sites to place your ads
Once you identify good placements, you can fine-tune.

31. Placements

32. Placements as Exclusion

33. Topics
Topics & Subtopics are very broad targeting tactics
Never use as a stand-alone targeting tactic.
Great for drilling into sections of large sites.

34. Topics as Exclusions
Topics / Subtopics can also be used for exclusion.
A single topic exclusion can do the work of many negative
keywords.

35. Other Targeting Options
Remarketing Targeting
People who’ve been to your site – you can serve them
again.
Interest Targeting
People who Google thinks might like your site.
“Premarketing”
Gender
Age

36. Targeting Options

37. Seed Campaign Options
KEYWORDS
PLACEMENTS

38. FineTuning
KEYWORDS
PLACEMENTS
PLACEMENTS
TOPICS
KEYWORDS
KEYWORDS
TOPICS

39. From Seed Campaigns to Managed Placement Campaigns
Seed Campaigns:
Image Ad Groups:
IMG-160-KWD IMG-160-TPC
IMG-300-KWD IMG-300-TPC
IMG-728-KWD IMG-728-TPC
IMG-336-KWD IMG-336-TPC
Auto
Placements:
Random
URLs not
related to
topic
Targeted Placement
Campaigns:
Image Ad Groups: (By placement)
webmd.com
aloarffoard.com
about.com
Note: Always exclude targeted
placements from farm campaigns.
C-IMG-KWD
C-IMG-TPC
Good single
URLs, not on
great sites
Bid up individually as
managed placements
without moving, OR
move to new PLC
campaign
C-PLC-IMG-URL
URLs in good
sections of
broad
interest sites
URLs on very
relevant
sites
Move to new PLC
campaign, narrowed by
topics, with exclusions.
Move to new PLC
campaign, narrowed by
keywords.
C-PLC-IMG-TPC
C-PLC-IMG-KWD

40. Optimizing Placements

41. Great Placements

42. Big Site, Relevant Page

43. Taking Practice Shots

44. Take Practice Shots
You can show more
than one Ad on GDN
Use all your options
to get your ads filling
up all ad units on a
page.
Make it a friendly
competition in your
office.

45. Taking Practice Shots

46. Competitive Analysis

47. AdGooroo

48. MixRank

49. MixRank

50. MixRank

51. Let’s Play King of the Hill

52. King of the Hill
1. Make list of sites your competitor runs on.
2. Create GDN Campaign. Target those sites.
3. Push their ads off the site for 3-4 days.
4. Analyze performance, cherry pick, go
back on line.
5. Own the hill. Forever.

53. Thank You!
Matt Van Wagner
matt@findmefaster.com
@mvanwagner
Richardson, Texas 18-Nov-2013
© Copyright 2013. Find Me Faster Nashua, NH. All Rights Reserved.