Upload
hanapin-marketing
View
499
Download
1
Embed Size (px)
Citation preview
#thinkppc
FLASH SERIES
What You Need To Know For A Successful Start On DoubleClick Bid Manager
HOSTED BY:
#thinkppc
Presenters
• Kelsey Hadaller– Account Manager at Hanapin
Marketing
– Blogger on PPC Hero
– @khaddy_ppc
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
#thinkppc
Agenda
•Why use DoubleClick Bid Manager?•Initial Challenges•Intro to the Interface•Planning Out Strategy•Targeting Options•Insertion Order and Line Item Setting Details
#thinkppc
Why Choose DCBM?
•Google Demand Side Platform•Variety of reporting features• Increased control – set bids and budgets per IO or line item•Automated optimizations
#thinkppc
Initial Challenges
•Need an account to access all training material
–DoubleClick Bid Manager Fundamentals certification
•Also cannot access DCBM Webinars without a login
•Must go through DoubleClick’s sales team to get started
•Setting up Pixels
#thinkppc
Initial Challenges - Pixels
#thinkppc
Intro to the Interface
#thinkppc
Intro to the Interface
#thinkppc
Planning Out Strategy
•Available creative–HTML5, Flash, image, or video
• Pull geographic and location reports in AdWords
• Set up pixels for Remarketing
• Be prepared for Post-View Conversions and Post-Click Conversions
• Research placements to test in a Channel group
#thinkppc
Planning Out Strategy
•Get estimates of potential impressions and unique impressions
•Run before launching Insertion Orders to plan budget, frequency caps, etc.
•Also helps decide how to segment Insertion Orders and Line Items
#thinkppc
Targeting Options• Inventory Source
–Include either specific or all available ad exchanges.
•Apps & URLs–Target or blacklist sites included in your custom channel lists as well as use DoubleClick channels.
•Keywords–Include/Exclude for contextual targeting
•Audience Lists–For Remarketing or excluding specific users
#thinkppc
Targeting Options
Create IO Default Targeting before launching any Line Items! Any updates to IO Default Targeting will only apply to new Line Items within the IO.
#thinkppc
Targeting Options – Brand Safety
#thinkppc
IO Setting Details
#thinkppc
Line Item Setting Details
#thinkppc
Line Item Setting Details
Conversion Tracking• Set up at Line Item-level• Can count only post-click or count all and separate in downloaded
report• Count percentage of post-view as a conversion
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Contact Us Directly
• Webinar Feedback: [email protected]
____________________________________________
Thank you for attending our webinar! #thinkppc