Do you get confused by Google's Display Network? Here is a presentation that covers basic concepts and helpful tips on setting up a Display Network Campaign.

1. DISPLAY NETWORK
MARKETING
(THE OTHER 95%)
By John Barron

2. Why Can’t I Just Do
PPC?

3. PPC or Display?

4. PPC or Display?

5. PPC or Display?

6. PPC or Display

7. PPC or Display
“Europeans appear to be particularly receptive to
online advertising, and whether it’s due to better
creative, less ad clutter, or greater receptivity to online
ads, the implication for brand advertisers is clear: ignore
online as a brand-building channel at your own peril.”
http://www.comscore.com/WhitherTheClick

9. Make An Argument
Why Display?

10. Make An Argument
Why Display?
1. It Gives A Company Control

11. Make An Argument
Why Display?
1. It Gives A Company Control
• Great tracking, control experience

12. Make An Argument
Why Display?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets

13. Make An Argument
Why Display?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets
• Reach market before search (they should
know of you and like you before they buy
from you)

14. Make An Argument
Why Display?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets
• Reach market before search (they should
know of you and like you before they buy
from you)
• Many Networks (Google,Yahoo, AOL)

15. Make An Argument
Why Display?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets
• Reach market before search (they should
know of you and like you before they buy
from you)
• Many Networks (Google,Yahoo, AOL)
2. Compliments PPC

26. THE BASICS
Getting Started

27. THE BASICS
Getting Started
1. Online Goals (Break Them Down)

28. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Branding? (CPM)

29. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Branding? (CPM)
• Reaching a specific market (CPC)

30. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Branding? (CPM)
• Reaching a specific market (CPC)
• Special Promotion (CPC)

31. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Branding? (CPM)
• Reaching a specific market (CPC)
• Special Promotion (CPC)
2. Who and Where Is Your Market

32. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Branding? (CPM)
• Reaching a specific market (CPC)
• Special Promotion (CPC)
2. Who and Where Is Your Market
• Geography and language

33. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Branding? (CPM)
• Reaching a specific market (CPC)
• Special Promotion (CPC)
2. Who and Where Is Your Market
• Geography and language
• Are competitors online?

35. Resources and Planning
Important Tools

36. Resources and Planning
Important Tools
1. Great Tools

37. Resources and Planning
Important Tools
1. Great Tools
• Google Placement Tool, Analytics,
DoubleClick Ad Planner

38. Resources and Planning
Important Tools
1. Great Tools
• Google Placement Tool, Analytics,
DoubleClick Ad Planner
• Google Display Ad Builder

39. Resources and Planning
Important Tools
1. Great Tools
• Google Placement Tool, Analytics,
DoubleClick Ad Planner
• Google Display Ad Builder
2. Targeting Choices

40. Resources and Planning
Important Tools
1. Great Tools
• Google Placement Tool, Analytics,
DoubleClick Ad Planner
• Google Display Ad Builder
2. Targeting Choices
• Content Based Ads

41. Resources and Planning
Important Tools
1. Great Tools
• Google Placement Tool, Analytics,
DoubleClick Ad Planner
• Google Display Ad Builder
2. Targeting Choices
• Content Based Ads
• Placement Ads

42. Resources and Planning
Important Tools
1. Great Tools
• Google Placement Tool, Analytics,
DoubleClick Ad Planner
• Google Display Ad Builder
2. Targeting Choices
• Content Based Ads
• Placement Ads
• Both

43. Resources and Planning
Important Tools
1. Great Tools
• Google Placement Tool, Analytics,
DoubleClick Ad Planner
• Google Display Ad Builder
2. Targeting Choices
• Content Based Ads
• Placement Ads
• Both
3. Text & Display (Ad Sizes: http://bit.ly/uIl7Kp)

50. Building Your Campaign
Where Would You Want Your Ads To Be

51. Building Your Campaign
Where Would You Want Your Ads To Be
1. Buckets of Terms For Content Ads

52. Building Your Campaign
Where Would You Want Your Ads To Be
1. Buckets of Terms For Content Ads
• 15 -30 words per Adgroup

53. Building Your Campaign
Where Would You Want Your Ads To Be
1. Buckets of Terms For Content Ads
• 15 -30 words per Adgroup
• Don’t be afraid of too many Adgroups

54. Building Your Campaign
Where Would You Want Your Ads To Be
1. Buckets of Terms For Content Ads
• 15 -30 words per Adgroup
• Don’t be afraid of too many Adgroups
2. Where Does Your Audience Live? (Placement)

55. Building Your Campaign
Where Would You Want Your Ads To Be
1. Buckets of Terms For Content Ads
• 15 -30 words per Adgroup
• Don’t be afraid of too many Adgroups
2. Where Does Your Audience Live? (Placement)
• What Publications? (Placement Tool)

56. Building Your Campaign
Where Would You Want Your Ads To Be
1. Buckets of Terms For Content Ads
• 15 -30 words per Adgroup
• Don’t be afraid of too many Adgroups
2. Where Does Your Audience Live? (Placement)
• What Publications? (Placement Tool)
• Use DoubleClick Ad Planner

57. Building Your Campaign
Where Would You Want Your Ads To Be
1. Buckets of Terms For Content Ads
• 15 -30 words per Adgroup
• Don’t be afraid of too many Adgroups
2. Where Does Your Audience Live? (Placement)
• What Publications? (Placement Tool)
• Use DoubleClick Ad Planner
3. Use Different Campaigns For Display
Network

59. Building Your Campaign
Where Would You Want Your Ads To Be

60. Building Your Campaign
Where Would You Want Your Ads To Be
4. Ad Copy and Landing Page Relevancy

61. Building Your Campaign
Where Would You Want Your Ads To Be
4. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)

62. Building Your Campaign
Where Would You Want Your Ads To Be
4. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)
• Never just the homepage

63. Building Your Campaign
Where Would You Want Your Ads To Be
4. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)
• Never just the homepage
• Action words: learn about, find, discover

64. Building Your Campaign
Where Would You Want Your Ads To Be
4. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)
• Never just the homepage
• Action words: learn about, find, discover
5. Creative (jpeg, gif, flash, png)

65. Building Your Campaign
Where Would You Want Your Ads To Be
4. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)
• Never just the homepage
• Action words: learn about, find, discover
5. Creative (jpeg, gif, flash, png)
• Envision your ad on a content page

66. Building Your Campaign
Where Would You Want Your Ads To Be
4. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)
• Never just the homepage
• Action words: learn about, find, discover
5. Creative (jpeg, gif, flash, png)
• Envision your ad on a content page
• Must be smaller than 50K

67. Building Your Campaign
Where Would You Want Your Ads To Be
4. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)
• Never just the homepage
• Action words: learn about, find, discover
5. Creative (jpeg, gif, flash, png)
• Envision your ad on a content page
• Must be smaller than 50K
6. Use Content Targeting or Placement
or Both

77. Get It Going
Track Early and Often

78. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch

79. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Conversion tracker (vs. impressions)

80. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Conversion tracker (vs. impressions)
• View-Through tracking

81. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Conversion tracker (vs. impressions)
• View-Through tracking
2. Always Try New Buckets

82. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Conversion tracker (vs. impressions)
• View-Through tracking
2. Always Try New Buckets
• Watch Analytics for results

83. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Conversion tracker (vs. impressions)
• View-Through tracking
2. Always Try New Buckets
• Watch Analytics for results
• Exclude poorly performing placements

84. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Conversion tracker (vs. impressions)
• View-Through tracking
2. Always Try New Buckets
• Watch Analytics for results
• Exclude poorly performing placements
• Add well-performing publications to
Managed Placements

95. Summary
What To Remember

96. Summary
What To Remember
1. Be Specific About Goals

97. Summary
What To Remember
1. Be Specific About Goals
2. Content, Placement or Both

98. Summary
What To Remember
1. Be Specific About Goals
2. Content, Placement or Both
3. Use Tools For Your Keywords, Publications

99. Summary
What To Remember
1. Be Specific About Goals
2. Content, Placement or Both
3. Use Tools For Your Keywords, Publications
4. Automatic Placements Can Help You Find
New Opportunities

100. Summary
What To Remember
1. Be Specific About Goals
2. Content, Placement or Both
3. Use Tools For Your Keywords, Publications
4. Automatic Placements Can Help You Find
New Opportunities
5. Track With Conversion Tracker, View-
Through Tracker and Analytics

101. JOHN BARRON
johnbarron.net (blog)
facebook.com/jfbppc
slideshare.net/JohnBarron1