What Is The Google Display Network And How Can I Get Great Results?

Getting the most from
the
Google Display Network
With: Jim Banks
@jimbanks
http://www.spadesmedia.com

Wednesday, 30 May 12 1

Getting the most out of GDN
• What we are going to cover in the next 45 minutes

• What is the GDN?

• The history of the GDN

• The GDN eco-system

• Why is it so important?

• Modern day Pareto’s Law 10/80/10

• Recent changes in the way GDN operates

• Best practises for GDN account structure

• Secret tricks for GDN best results

• Q&A

• Special Offer for those that stay to the end


So what is the GDN?


The official Google description


Most advertisers depiction


What sort of sites can you advertise on using GDN ?


What type of creatives can you run?


The types of targeting you can do


The history of the GDN
• March 2003 - Google Adsense is BORN
• August 2004 - Google become a public company
• October 2004 - Smart Pricing is introduced
• October 2006 - Google buys YouTube ($1.6 billion)
• April 2007 - Google buys DoubleClick ($3.1 billion)
• November 2009 - Google buys AdMob ($750 million)
http://www.google.com/intl/en/about/company/history.html


Acquisitions for GDN

Not speciﬁcally for GDN but important....

Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google


Why is GDN so
important?
• 87% market share
• Higher in some countries
• Lower in others
• Important to know the
market share -
opportunity knocks


Payout 51% for search traffic
and 68% for content


Modern Day Pareto’s
Law

• The current Pareto’s Principle
• 80% of your profits come from 20% of your customers

• 80% of your sales are made by 20% of your sales staff

• 80% of the rubbish comes from 20% of the slides


My Take On It

• 10% of your GDN results will be awesome
• 80% of your GDN results will be average
• 10% of your GDN results will be a disaster


Focus on the 20% first

•awesome
10% of your GDN results will be

• 80% of your GDN results will be average
•disaster
10% of your GDN results will be a


Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s
own tab and management

• Keyword level data
• Display Ad Builder - Super simple process
• Topic Targeting - e.g. Automotive/Real Estate
• Interest Categories - https://www.google.com/adplanner/
• Much bigger account limits for structuring campaigns
• Opened up Video - Much easier to create and to buy

Account Structure
• Separate Everything
• Search
• Display
• Mobile
• Video
• Countries
• Use Adwords Editor to replicate and then switch
• Use Adwords Editor as much as you can

Tricks for best results
on GDN
• Tag URL’s using “Value Track”

• Find the “remnant inventory”

• Change your persona to see different ads

• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions

• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be
seen

• Use Doubleclick Ad Planner

• Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys

• Use all the extensions you can

• Social for search +1

• Sitelinks for important parts of your site - Products/Services

• Call for mobile campaigns - Make sure it is a used phone


Value Track
• {creative} - will show the creative ID - good for split testing
• {keyword}- -therekeyword usedtype in GDN be closest match
keyword)
the
is no match
(for GDN will

• {placement} - the domain name of where the click took place
• {target} - the placement category (if used)
• {aceid} - the control or experiment ID if using Campaign
Experiments

• {adposition} - the position your ad was in - e.g. 1t1 = page 1 top
position 1

• E.g. - htttp://www.example.com/?target={target}&placement={placement} would become http://www.example.com/?target=%2Fentertainment%2Fcelebrities&placement=gmail.com


Find the remnant inventory
• Unsold inventory = house ads
• Google Chrome
• Adwords


Change your persona
• https://www.google.com/ads/preferences/

• Fewer ads: Those who are opted-in see 7% fewer ads than opted-out users.

• More relevant: Opted-in users are 33% more likely to click on ads than
opted-out users.

•


Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers
• Upsell with a remarketing campaign for buyers - People that
bought A also bought B

• Segment your site
• Smallish windows of opportunity to “stalk”
• Don’t add any traffic restrictions
• Set a high budget
• Set a frequency cap around 3 per day to avoid being creepy

Page Level Placements

• Use Xenu Link Sleuth - http://home.snafu.de/tilman/
xenulink.html

• Use Scrapebox Sitemap Scraper to find pages in a site
• Find sites that rank for your keywords and the
underlying pages

• Use Content Bully to find placement opportunities


Content Bully

• Not actively taking new clients
• http://www.spadesmedia.com/go/content-bully/
• CLick on or Mac Standard Version will provide
Windows
My Content Bully Download the

top 10


Check for advertising
page

• Very few good examples on GDN

• Err on the side of caution unless big budget


Use all the extensions you can
• Google +1 will have impact on results

• Will influence organic results

• Sitelinks help grab more space from competitors and
make your ads stand out

• Use day-parting and add in a number for live leads
• If you you a free site for asite Google/Dudamobile are
giving
don’t have a mobile
year

• http://www.howtogomo.com

• Need more convincing on mobile?

• http://www.ourmobileplanet.com/

• http://www.thinkwithgoogle.com/insights/


Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/
• Drill into a site
• Find similar sites
• Guide you on demographic/audience
• Research - Plan - List - Export to CSV - Export to Adwords
• Search for sites or placements or audience
• You need to practise making lists/plans/research

Tricks for best results on GDN

• Understand how running Adsense works as a publisher

• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate

• Know the best size ads to target - Popularity vs. competitive - Above the fold

• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the
source

• Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and
7am

• Track everything - Conversion Tags, Google Analytics - Whichever tool you feel comfortable with, but be consistent

• Don’t use automatic tagging with Adwords/Analytics

• Know the demographics - Run each in separate ad group - Consider running state by state, even city by city

• Don’t auto optimize too soon - Personally, I never let Google control my campaigns. I may lose out, but at least I know


Understand Adsense (GDN) as a publisher


Tips
• There lot of PLANNING
not a
is a lot of talk about media BUYING but

• Theno cost of the “data” is available at little
or
majority

• “Out of the box” Google Adwords OPT-OUT -
Most of the harmful features are
is terrible

• A lot of the magic happens with UGLY BANNERS
• Google Translate does just fine for
international campaigns


Talking of tips.....
• Covered a small amount
• Break-out
• Beginners
• Intermediate
• Advanced
• Guerilla


Q&A


Thank You For Your Time
Contact me
E-mail :
jim.banks@spadesmedia.com
Skype : jim_banks
AIM : jimbanks46
Live : gdmjim@live.com
Twitter : @jimbanks


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