Think it's impossible to make money in the Google Content Network? Think again! Come learn the 3 underground strategies that top Google advertisers are using to mine gold in the Content Network from Jeremy Palmer. This presentation was given at the Affiliate Summit meetup in Austin on Tuesday, September 25, 2012. More details on the meetup at http://www.meetup.com/affiliate-summit-austin/events/79631832/ About Jeremy Jeremy Palmer is an experienced digital marketer, who has launched dozens of successful websites. Jeremy is a vocal supporter and strong advocate of the performance marketing industry. He’s been a featured speaker and trainer at dozens of marketing conferences. Jeremy’s e-books, webinars, and videos have been consumed by thousands of affiliates. In addition to training new affiliates, Jeremy has consulted with dozens of merchants, affiliates and e-commerce companies about their performance marketing programs.

1. Google Display Network
How to Run Profitable Campaigns

2. What to Expect
 This isn’t the definitive guide to the Google Display
Network.
 The examples and advice given are based on what’s
worked for us.
 Test these campaign strategies on your own. Discover
what works for your site.

3. What Matters Most
1. Creatives
2. Targeting
3. Optimization

4. Creatives
 Images
 Text

6. Best Practices for Image Ads
 Avoid borders – Ad should
flow with the content
 Ugly vs. Pretty (Branding vs.
Results)
 Use text in your image ads.
 Include a call to action
(button or link text).

7. Best Practices for Text Ads
 Text in ads should closely
match keywords and/or
landing page
 Make a specific offer.
Avoid general offers.
 Use eye-catching symbols -
$ and/or %

8. Targeting
 Keywords
 Placements

9. Keyword Targeting
 5-25 specific keywords per
ad group. Should be
focused on a product or
category within your site.
 All keywords are
considered broad
match…. so
 Negative keywords are
critical.

10. Placement Targeting
 Best to identify placements after you’ve run a more
general keyword/topic display campaign
 Run the placements report to determine site(s) with best
ROI
 Create managed placements with targeted ads and
landing pages once you find what placements convert

11. Optimization
 Bids
 Click-Through Rate
 Fine Tuning

12. Bids
 Know your metrics – Average order value + Lifetime
customer value
 Start with breaking-point bids to get your ads in the
rotation
 Once your ads are running, lower bids aggressively to
match your ROI goals

13. Click-Through Rate
 Always be testing
 Keep creatives fresh to
avoid blindness
 Ugly and/or weird images
get noticed

14. Fine Tuning
 Review automatic placements and referring URLs in
analytics for negative keywords and placements.
 Set conversion goals in Google AdWords to identify
quality sites.
 Create more specialized image ads for high performing
placements.

15. Thank you
Twitter: @jeremypalmer
LinkedIn: /jeremypalmer