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How to set up GDN campaigns Google Confidential and Proprietary
Citation preview
B i i th S i f S h t th A t f Di l
How to set up campaigns for the Google Display Network? Bringing the Science of Search to the Art of Display
14.10.2010
Google Confidential and Proprietary
Ensuring that you take the best approach
How can I optimize for performance?How can I measure my
results?
How many keywords and o a y ey o ds a dad groups should I have?
What type of targeting should I use?
How do I select Placements, Categories or Keywords?
What tools can help me plan effectively?
Categories or Keywords?
Google Confidential and Proprietary2
Display Advertising with Google – Agenda
The Google Display Network• Overview & Goals
Ad Creatives• Text, Display, CTP Video
Bidding• CPC vs. CPM
Putting it into Practice• Set Up
• Measuring & Optimizing GDN Campaigns
References and further information
Google Confidential and Proprietary 3
References and further information
The Google Display NetworkO i & G lOverview & Goals
Google Confidential and Proprietary4
The Google Display Network
TargetableRelevant Measurable
Key Facts Top Partners
• > 2.8 M Unique Visitors / Month
• > 75% Internet Reach• 1000s of Websites
Google Confidential and Proprietary 5
Users are reached in the relevant Environment.
The Google Display Network:Presence on premium sites with large reach…Presence on premium sites with large reach…
Google Confidential and Proprietary 6
Premium Sites
… and on themed Niche Sites
Google Confidential and Proprietary 7
Premium Sites Niche Sites
Be present where your target group is
städtereise Städtereise-Blog Reiseseite
Hotelbewertungenhotels berlin Sehenswürdigkeiten
Google Confidential and Proprietary 88
Google-Search Google Display Network
Possible Goals of Display Campaigns – Examples
Emotion
Conversions InnovationConversions Innovation
Search- &WebsiteTraffic
BrandTraffic
Interaction
Google Confidential and Proprietary 9
Different Targeting Options for different goals
Branding Direct Response
1. Placement
2 C t3. Contextual
2. Category
Handy
DSL
Musik
Urlaub
Google Confidential and Proprietary 1010
VersicherungFood&Drink
Ad CreativesT t Di l CTP VidText, Display, CTP Video
Google Confidential and Proprietary11
Google AdWords Ad Formats
Text Ads Image Ads
Click-to-Play Video Ads
Google Confidential and Proprietary 1212
Standard Creative Formats and SizesSk Wid SkLeaderboard (728 x 90)
Banner (468 x 60)
Skyscraper(120 x 600)
Wide Skyscraper(160 x 600)
Banner (468 x 60)
Square (250 x 250) Medium Rectangle (300 x 250)
Small Square(200 x 200)
Large Rectangle (336 x 280)( 00 00)
Google Confidential and Proprietary 13
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=97526
Tip 1: Make sure to build your creatives to comply with our Specs & Policies upfrontwith our Specs & Policies upfront
No Trick to Click max 50k File Size
Google AdWords Image Ad GuidelinesGoogle AdWords Image Ad Guidelines
Must be „Famiy Safe“ max 30 sec Animation Length
Google Confidential and Proprietary 14
Tip 2: Evaluate use of Display Ad Builder
Google Confidential and Proprietary 15
Customize all images, background & font colors, call to action text, and logos
BiddingCPC CPMCPC vs. CPM
Google Confidential and Proprietary16
Your bidding options
Smart
CPCCPM Automatically lowers bids based on expected
Pricing
Focus: TrafficFocus: Visibility
bids based on expected performance on the respective page
Google Confidential and Proprietary 17
Different bidding methods for different goals
CPC CPCCPM CPM CPCContextualtargeting
Category targeting
Placement targeting
Category targeting
Placement targeting
Branding Direct Response
Google Confidential and Proprietary 18
Putting it into PracticeS t O ti i i GDN C iSet-up, Optimizing GDN Campaigns
Google Confidential and Proprietary19
1. Placement Targeting
1 Pl1. PlacementPossible Campaign Goals
2. Category
• Reach• Presence on defined Sites• Branding• Awareness
B d A i ti3. Contextualg y • Brand Association
• Brand Recognition• Drive Search Volume• ...
Handy
DSL
Musik
Versicherung
Urlaub
Google Confidential and Proprietary 20
Food&Drink
1. Set up a Placement Campaign...
1. Choose Targeting
2. Choose Bidding
Google Confidential and Proprietary 21
Implement Placements
Google Confidential and Proprietary 22
Choose placements with Google Ad Planner
Massive scale• Millions of data points• 40+ countries 20+ languages40+ countries, 20+ languages
Increased visibility• Audience discovery• Visibility beyond the most common sites
Publisher Center• Publisher data contributionsPublisher data contributions• Publisher shared Google Analytics data for
traffic statistics
Fast executionFast execution• Extensive research in just minutes• Create media plan in few simple clicks
Google Confidential and Proprietary 2323
Find more information on www.google.com/support/adplanner/
2. Category Targeting
PlPlacementPossible Campaign Goals
• Targeted Reach
2. Category
Targeted Reach• Presence on defined
Verticals• Awareness• Drive Website Traffic
D i S h V lContextualg y • Drive Search Volume
• ...
Handy
DSL
Musik
Versicherung
Urlaub
Google Confidential and Proprietary 2424
Food&Drink
Choose From Over 1750 Topics and Sub-Topics
40+Luxury Auto Sites Automotive >> BMW
Automotive >> LexusAutomotive >> Mercedes-Benz40+ auto sub-categories
Personal Travel Sites Travel >> Adventure Travel
20+ travel sub-categories
Travel Adventure TravelTravel >> Air TravelTravel >> Vacation Destinations
20+ Shopping sub-categoriesShopping >> Luxury GoodsShopping >> Gems & Jewelry
Luxury Goods
20+Golf Sites
Sports >> Golf
Google Confidential and Proprietary
20+ sports sub-categoriesSports >> Golf
Set up a Category Campaign...
1. Choose Targeting
2. Choose Bidding
Google Confidential and Proprietary 26
Implement Categories via AdWords Editor
Google Confidential and Proprietary 27http://www.google.com/support/adwordseditor/bin/answer.py?answer=156178
3. Contextual Targeting
PlPlacementPossible Campaign Goals
• Highly Targeted Reach
Category
Highly Targeted Reach• Presence on defined
Themes• Drive Website Traffic• Drive Search Volume g y
3. Contextual• Drive Conversions• ...
Handy
DSL
Musik
Versicherung
Urlaub
Google Confidential and Proprietary 2828
Food&Drink
How Your Ad Is Matched To A Publisher
Ad Matching
Text AdsKeywordsp
2 Text AdsKeywordsp
31 Text Ads KeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleA
d G
rou Keywords
Negative KeywordsGeo TargetsLanguage TargetsAd ScheduleA
d G
rou
Ad
Gro
up
KeywordsNegative KeywordsGeo TargetsLanguage TargetsAd Schedule
Text AdsKeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleA
d G
roup
4 Text AdsKeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleA
d G
roup
5 Text AdsKeywordsNegative KeywordsGeo TargetsLanguage TargetsAd ScheduleA
d G
roup
6
Text AdsKeywordsNegative KeywordsGeo TargetsG
roup
7 Text AdsKeywordsNegative KeywordsGeo TargetsG
roup
8 Text AdsKeywordsNegative KeywordsGeo TargetsG
roup
9
Google Confidential and Proprietary
Language TargetsAd ScheduleAd
Language TargetsAd ScheduleAd
Language TargetsAd ScheduleAd
29
Think of Content Ad Groups as Search Keywords
Google Confidential and Proprietary30
Define Contextual „Themes“ and set up Keyword AdGroups
Keywords should describe a theme which is also the theme of the sites where you want to position your Ads
f iferienurlaubreise...
Direct
wiener staatsoperwien
Complementarywienoper...
fernbeziehungliebepartnerschaftAudience
Google Confidential and Proprietary 31
...
Finding Ad Group Themes: Wonderwheel
Google Confidential and Proprietary32
Keyword Building: Defining Your Ad Groups
Create new ad group “Croatia
Cast A Wide Net:Tight Keyword List:
Google Confidential and Proprietary33
g photels” Many Ad Groups ensure
you target more interested users
Very specific keyword lists avoid targeting ambiguity
NEW! Contextual Targeting Tool
yoga mats
Google Confidential and Proprietary
Will be located under “Opportunities” in AdWords
Google Confidential and Proprietary 35
Start Your Campaigns & Optimize
Google Confidential and Proprietary 36
Optimize Your Campaigns!Placement – Category - Contextual
Placements
Recurring process (e.g. every week)
with separate bids
Start campaigns(1 2 k )
Networks Tab Exclude placements(1-2 weeks) placements
Book placements to separate campaigns
Google Confidential and Proprietary 3737
Use the AdWords „Networks“ Tab („Werbenetzwerke“) to identify Optimization Opportunities
Google Confidential and Proprietary 3838
One last thing:Enhanced Online Campaigns...
CampaignsCampaigns: p g
New!Keywords
Placements
+Keywords Placements / CategoriesAd Groups:
Content Network
Content Network
Networks:
Now: A single online campaign type to manage all search and content
Google Confidential and Proprietary 39
network advertising.
Create Enhanced Online Campaigns by optimizing your Content Campaigns1. Use keywords to further refine targeting on placements you select.
Placement: CNN.com
Page Content: technology news, techtechnology news, tech marketing, online video, paramount
Google Confidential and Proprietary 40
Result: target just technology pages on CNN.com.
Create Enhanced Online Campaigns by optimizing your Content Campaigns2. Use placements to further refine targeting on automatic placements.
PlacementsKeywords
Pages Matching Your Keywords
Pages on Placements You Target
• Use keywords to contextually target the entire content network• Set placement-level bids for contextual matches on individual sites
Google Confidential and Proprietary 41
GDN Resources & Further Info
Google Confidential and Proprietary 42
Best Practices & Tips to
Second Edition July 2010
Best Practices & Tips to Maximize Your ROISecond Edition – July 2010
43
GDN Best Practices Summary: Top 10 tipsIf you remember nothing else, remember these 10 best practices…
Build a strong foundation: Set your campaigns up for success from the start1. Optimal Targeting types: Use Keyword targeting for ROI and Placement targeting for branding p g g yp y g g g g g
2. Divide and conquer: Manage search and content campaigns separately to customize content keywords, placements, bids, and budgets
3. Track conversions: Set up Google conversion tracking before running a content campaign
Guide your consumer: Make it easy for people to respond to your offer44. Drive action: Use call-to-action phrases in your ad to reference a desired action post-click
5. Customize: Link your ad to customized landing pages that match the information in your ad
6. Remove distractions: Provide an easy path for users to purchase or receive the product or offer in your ad on the landing page
Track, tune, and prune: Monitor performance and adjust along the way, , p p j g y7. Evaluate: See where your ads are showing in the Networks tab in your account or with a Placement Performance Report (PPR) and spend
more time evaluating sites that make up 80% of your spend
8. Extend: Note where your ads are performing well and create similar ad groups and placements to reach additional high potential areas ofthe network
9. Refine: Decrease bids on poor performing placements, exclude undesired placements, and add negative keywords to refine targeting
10. Auto-pilot: Use Google's Conversion Optimizer to automatically manage bids and spend at the site level to reach your CPA goal
44
Videos on YouTube further explain GDN
Google Confidential and Proprietary 45http://www.youtube.com/user/GoogleBusiness
US Display Network Overview & Future of Display
www.google.com/adwords/displaynetwork/
Google Confidential and Proprietary 46
www.google.com/adwords/watchthisspace/live/
Thank You!Q&A
Google Confidential and Proprietary47