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Google ad words 301 - extending search campaigns with display advertising and remarketing

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Google ad words 301 - extending search campaigns with display advertising and remarketing

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Google Adwords 301 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into display advertising, display remarketing and search remarketing using sophisticated targeting and compelling creative formats.

Google Adwords 301 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into display advertising, display remarketing and search remarketing using sophisticated targeting and compelling creative formats.

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Google ad words 301 - extending search campaigns with display advertising and remarketing

  1. 1. 1 #GoogleAdWords301 @ivantage with @matt_trimmer Matt Trimmer
 Principal Consultant & Managing Director These Slides: http://www.slideshare.net/ivantage WIFI: SSID: TOG5 Password: TOGether Google AdWords 301 - Extending search campaigns with display advertising and remarketing
  2. 2. #GoogleAdWords301 @ivantage with @matt_trimmer 2 Google AdWords curriculum • Google AdWords 101 - Building, optimising and managing search campaigns • Google AdWords 201 - Optimising search campaigns through analysis, structure and control • Google AdWords 301 - Extending search campaigns with display advertising and remarketing • Google AdWords 302 - Extending search campaigns with feeds, dynamic remarketing and shopping
  3. 3. #GoogleAdWords301 @ivantage with @matt_trimmer 3 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets
  4. 4. #GoogleAdWords101 @ivantage with @matt_trimmer 43 slideshare.net/ivantage
  5. 5. #GoogleAdWords301 @ivantage with @matt_trimmer 5 Session 1 –The Google Display Network, initial targeting and set-up • Introductions, your objectives and building your action plan • Introducing the Google Display Network (GDN) • Understanding and exploring display keywords targeting - content targeting • Creating a display network campaign • Exploring and understanding display campaign settings • Targeting your ads with location targeting • Targeting your ads with location options • Targeting your ads with ad scheduling • Targeting your ads to devices, networks and operating systems • Selecting your initial bid strategy • Selecting your initial budget • Selecting your preferred delivery method • Creating a display ad through copying
  6. 6. #GoogleAdWords301 @ivantage with @matt_trimmer 6 Session 2 – Planning your display campaign, targeting options, optimisation and analysis • Introducing and using the AdWords display planner • Understanding and exploring affinity audiences targeting • Understanding and exploring in-market audiences targeting • Understanding and exploring topics targeting • Understanding and exploring placements targeting • Understanding and exploring demographics targeting • Understanding and exploring combination targeting • Introducing and understanding target and bid versus bid only • Introducing and understanding the display campaign optimiser • Exploring, understanding and analysing display metrics
  7. 7. #GoogleAdWords301 @ivantage with @matt_trimmer 7 Session 3 – Creating simple display ads, creative options, video and Google Sponsored Promotions • Understanding dynamic display ads • Understanding and creating responsive ads • Understanding and creating expanded text ads • Understanding and creating image ads • Understanding and using the ad gallery • Understanding lightbox ads • Introducing the rich media gallery • Understanding video ads • Creating general purpose ads • Targeting gmail ads and Google Sponsored Promotions • Creating gmail ads and Google Sponsored Promotions • Advanced targeting of gmail ads and Google Sponsored Promotions • Exploring, understanding and analysing gmail metrics
  8. 8. #GoogleAdWords301 @ivantage with @matt_trimmer 8 Session 4 – Simple and advanced remarketing to website users, customer e-mails, apps and YouTube users • Introducing and understanding website remarketing • Introducing and understanding remarketing with AdWords tagging • Introducing and understanding remarketing with Google Analytics tagging • Introducing and understanding membership duration • Introducing and understanding frequency capping • Creating remarketing audiences/lists • Creating advanced behavioural remarketing audiences/lists • Introducing and understanding similar remarking audiences • Introducing and understanding remarking list for search ads (RSLA) • Creating search campaigns for RLSA audiences • Optimising search campaigns for RLSA audiences • Introducing and understanding customer email remarketing • Introducing and understanding similar customer emails audiences • Introducing and understanding Youtube channel remarketing • Introducing and understanding Mobile App remarketing • Exploring, understanding and analysing remarketing metrics • Wrap up, conclusions, your action plan and feedback
  9. 9. #GoogleAdWords301 @ivantage with @matt_trimmer 9 Keeping up to date • Official blog • https://adwords.googleblog.com/ • Google+ • https://plus.google.com/+GoogleAds • Twitter • https://twitter.com/adwords
  10. 10. #GoogleAdWords301 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today
  11. 11. #GoogleAdWords301 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally
  12. 12. #GoogleAdWords301 @ivantage with @matt_trimmer 12 You • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today • Experience with AdWords
  13. 13. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords advertising formats • Search - where you first focus your spend and effort • Where? • On Google search sites (.co.uk,com, ie, etc) • Google Play, Shopping, Maps • On Google search partner sites (The Google Search Network • Non-Google sites, • Targeting methods? • Keywords • Device • Location • Physical location • Interested in location • In and interested • Time • Location • Format? • Extended text ads, call only ads 13
  14. 14. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords advertising formats • Display - brand building and enhancing search RoI • Where? • Google Display Network (GDN) - 92% of Internet users • Google Adsense network, AdSense for Domains, AdSense for Errors • DoubleClick Ad Exchange publisher websites • Google sites such as Google Finance, Blogger and YouTube • Targeting? • Keywords - content contextual • Keywords - audience relevant • Topical • Interests - affinity, in-market • Topics of web sites • Geography and/or language • Demographics - Age, gender, parental status • Placements • Formats? • Text, image, responsive video 14
  15. 15. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords advertising formats • Remarketing - a second bite of the cherry • Where? • GDN • Google search sites with Remarketing Lists for Search Ads • Targeting? • Audiences/lists - who have visited your site • Audiences/lists - who have visited your site and exhibited specific behaviour • Customer email list • Derived similar audience list • Derived similar email list • Formats? • Text, image, responsive, video 15
  16. 16. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords advertising formats • Dynamic remarketing - content to content • Where? • GDN • Targeting? • Audiences/lists - who have visited your site • Audiences/lists - who have visited your site and exhibited specific behaviour • Customer email list • Derived similar audience list • Derived similar email list • Formats? • Test, image, responsive • Other requirements? • Need a content (products or services) feed 16
  17. 17. #GoogleAdWords101 @ivantage with @matt_trimmer AdWords Advertising formats • Call-only ads • Google Search • Gmail Sponsored promotions • Personal Gmail UsersDisplay • Shopping • Integrates with Google Merchant Centre • Product Listing Ads (PLAs) • Google Search • Video • TrueView in-stream ads, TrueView in-display ads, Bumper ads • GDN, YouTube • Universal app • App install campaign across • Google Search, GDN, YouTube • Dynamic Search Ads • Automated keyword research • Google Search 17
  18. 18. #GoogleAdWords301 @ivantage with @matt_trimmer GDN • Google Display Network (GDN) - 92% of Internet users • Google Adsense network, AdSense for Domains, AdSense for Errors • Publishers earning tool • DoubleClick Ad Exchange publisher websites • Capacity spare at auction from the DoubleClick network • Ad serving technology and ad network acquired by Google in 2008 $3.1bn • Google sites such as Google Finance, Blogger and YouTube • YouTube squired by Google in 2006 for $1.65bn 18
  19. 19. #GoogleAdWords301 @ivantage with @matt_trimmer Display formats • Text ads • The ones you use on search • Image ads • Rich media ads • Animated, interactive • Video ads • On YouTube and Google video partner sites • Examples • https://goo.gl/1JDgke • https://www.richmediagallery.com/ 19
  20. 20. #GoogleAdWords301 @ivantage with @matt_trimmer Display campaign • Always best to have a display only campaign • Not search with display select 20
  21. 21. #GoogleAdWords301 @ivantage with @matt_trimmer Display targeting - primary options • Geographic, location options and language • Device • No longer search • Interruption marketing 21
  22. 22. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - contextual • Display keywords • You ad will appear on site related to you chosen keywords • Some of my favourite examples! • https://goo.gl/seyW9Q • Beware the audience/content setting • If set to audience, it’s no longer contextual 22
  23. 23. #GoogleAdWords301 @ivantage with @matt_trimmer Targeting optimisation • In addition to chosen targeting • AdWords enables automatic targeting • Like match types • Conservative targeting • Like broad match modifier for display • Aggressive targeting • Requires 15 conversions per month • Display Campaign Optimiser • Like broad match for display 23
  24. 24. #GoogleAdWords301 @ivantage with @matt_trimmer Display bidding strategies • Manual CPC or Enhanced CPC • Default ad group bid • Custom bids for your secondary targeting options • If enabled (Edit a bid to enable) • Bid adjustments you made • If enabled (Edit a bid to enable) • Target CPA • Target ROAS • Maximise clicks • Viewable CPM 24
  25. 25. #GoogleAdWords301 @ivantage with @matt_trimmer Viewable CPM (Active View) • CPC • Clicks for something and your impressions for free • Viewable CPM (Cost per Mille 1000) • 50% of the ad shows on a screen • For 1 second or longer • Or for 2 seconds or longer on video ads • On some sites on the GDN • DoubleClick AdExchange • YouTube • Metrics • Performance (Active View) 25
  26. 26. #GoogleAdWords301 @ivantage with @matt_trimmer Break time 26
  27. 27. #GoogleAdWords301 @ivantage with @matt_trimmer AdWords display planner • Targeting ideas and impression estimates • Like the keyword planner but for display 27
  28. 28. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - interests • Affinity audiences • Custom affinity audiences • In-market audiences • Look in Google Analytics for an idea about your current audience 28
  29. 29. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - topical • Predefined topics • Extensive topic codes • https://goo.gl/VS33ZA 29
  30. 30. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - demographics • Gender • Age • Parental status 30
  31. 31. #GoogleAdWords301 @ivantage with @matt_trimmer Secondary display targeting - placements • Choose the website where your ads will appear • Managed placements 31
  32. 32. #GoogleAdWords301 @ivantage with @matt_trimmer Placements to avoid • Mobile apps • Fat fingers • Exclude • adsenseformobileapps.com 32
  33. 33. #GoogleAdWords301 @ivantage with @matt_trimmer Combining secondary targeting • Narrowing your reach • Keywords & placements • Keywords & in-market • Targeting options • Target & bid • Bid only • Use of Target & Bid narrows your targeting • Target & Bid “ands” targeting options together • Bid only • Allows for bid adjustments or specific bids 33
  34. 34. #GoogleAdWords301 @ivantage with @matt_trimmer Display metrics • Impressions, interactios, conversions • Display Impression Share • Display Lost IS (rank) • Low means loosing out due to budget or bids • Display Lost IS (budget) • High means loosing out due to budget • Reach metrics • Unique cookies • Avg. imp freq. per cookie • Unique viewers • Avg. view freq. per cookie • Avg. imp. freq per user 34
  35. 35. #GoogleAdWords301 @ivantage with @matt_trimmer Good practice • Use different ad groups for different target options • Ad Group #1: Keywords Only • Ad Group #2: Topics/Interest Only • Ad Group #3: Placement • Assess performance 35
  36. 36. #GoogleAdWords301 @ivantage with @matt_trimmer Lunch time 36
  37. 37. #GoogleAdWords301 @ivantage with @matt_trimmer Display formats • Text ads • The ones you use on search • Image ads • Rich media ads • Animated, interactive • Video ads • On YouTube and Google video partner sites • Examples • https://goo.gl/1JDgke • https://www.richmediagallery.com/ 37
  38. 38. #GoogleAdWords301 @ivantage with @matt_trimmer Text ads on the GDN • Expanded text ads (ETAs) are responsive ads • May have different format for description line • May run in native or image format • Ad extensions • Social, local and call may appear • Responsive ads • Can be text but have different formats • Adapt to fit wide variety of available ad spaces • Visual formats • Image format • Supplement with logo and other images • Native format • Blends in with publisher’s site • Can opt out: • https://goo.gl/Rg88XD 38
  39. 39. #GoogleAdWords301 @ivantage with @matt_trimmer Image ads • Again now a responsive ad for display • Upload or scan images • Uploading your own • Specifications • https://goo.gl/pvKwx5 • Common Image Sizes • https://goo.gl/F4MXg3 39
  40. 40. #GoogleAdWords301 @ivantage with @matt_trimmer Ad gallery • Formally the display ad builder • Helps you create • Image ads • Dynamic ads (tomorrow’s course) • Gmail ads • Video ads 40
  41. 41. #GoogleAdWords301 @ivantage with @matt_trimmer Rich media ads • Broad range of creative choices • https://www.richmediagallery.com 41
  42. 42. #GoogleAdWords301 @ivantage with @matt_trimmer General tips • Be explicit about your call-to-action, in a button or somewhere else • Balanced ad content • Try different ad ideas • Include prices, promotions, and exclusives • Provide a relevant landing page • Test different ad sizes • Go mobile! 42
  43. 43. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube • Display placement ad group • youtube.com • Video campaign • In-stream or • Bumper 43
  44. 44. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube formats-no video required • YouTuber’s perspective • https://goo.gl/x6HPha • Display ads • Appear to the right/below main video on desktop • Across YouTube • 300x250 or 300x60 • Production information • https://goo.gl/4A4NNs • Overlay ads • Semi-transparent overlay ads appear in the lower 20% of main video on desktop • On YouTube videos, on videos on partner sites • 468x60 or 728x90 image or text • Production information • https://goo.gl/jeEY1d 44
  45. 45. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube formats- video required, skippable • TrueView in-stream ads • On YouTube videos, on videos on partner sites, and apps on the GDN • Allow skip after 5 seconds on desktop, mobile, consoles • Inserted before, during or after main video • Pay only when 30 seconds of video is watched, completed or interacted with • Production information • https://goo.gl/FyWc2P • TrueView video discovery ads • On YouTube search results, alongside related YouTube videos, on the YouTube mobile home page • Production information • https://goo.gl/feSk8v 45
  46. 46. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube formats- video required, non- skippable • Bumper ads • 6 second ads • Inserted before main video • CPM pricing - pay for each impression • On YouTube videos, on videos on partner sites, and apps on the GDN • Production information 46
  47. 47. #GoogleAdWords301 @ivantage with @matt_trimmer YouTube formats- video required • Sponsored cards • Channel cards • Link to a YouTube Channel • Donation cards • US only - link to non-profit organisation • Fan funding • Allow fans to make a monetary contribution • Link cards • Link to an associated site • Link to an approved crowdfunding site for your project • Link to licensed merchandise on approved sites • Poll cards • Link to a poll • Video or playlist cards • Link to another YouTube video or playlist • More info • https://goo.gl/7JBUBS 47
  48. 48. #GoogleAdWords301 @ivantage with @matt_trimmer Gmail special promotions • Looks like an email • Pay per expansion • Targeting • Placement targeting • mail.google.com • Contextual or non-contextual keywords • Topics • Affinity audiences • In-market audiences • Exceptions • https://goo.gl/fggw9m • Bidding • All options, CPM discouraged • Metrics • Interactions • Gmail saves • Gmail forwards • Gmail clicks to website 48
  49. 49. #GoogleAdWords301 @ivantage with @matt_trimmer Break time 49
  50. 50. #GoogleAdWords101 @ivantage with @matt_trimmer The business case for remarking • Google Analytics • Audience > Behaviour > New vs. Returning • E-commerce • Conversion rate, AoV 50
  51. 51. #GoogleAdWords301 @ivantage with @matt_trimmer Remarking steps • Build/define an audience/list • Decide on membership length • Adjust frequency capping • Create your ads/message • Synchronise your message to the audience • Bind your ads to your audience 51
  52. 52. #GoogleAdWords301 @ivantage with @matt_trimmer Remarketing and privacy • Personalised advertising • As an advertiser must abide by Google’s policies • Extensive but remarketing can’t focus on • Personal hardships • Identity and belief • Sexual interests • More info • https://goo.gl/zkh3px 52
  53. 53. #GoogleAdWords301 @ivantage with @matt_trimmer Build you audience • Tagging - three possibilities • AdWords code • Google Analytics code • Google Tag Manager with either 53
  54. 54. #GoogleAdWords301 @ivantage with @matt_trimmer Audiences with AdWords code • Tag based • Visitors of a page • Visitors of a page who did not visit another page • Visitors of a page who also visited another page • Visitors of a page during specific dates • Visitors of a page with a specific tag 54
  55. 55. #GoogleAdWords301 @ivantage with @matt_trimmer Audiences with AdWords code - using rules • Use rules to create remarking audiences that define behaviour • And conditions • Or conditions • Combining and and or • Custom parameters • Embed into the AdWords code • https://goo.gl/CysR2o • Referrer URLs • Examples • https://goo.gl/J9xDLc 55
  56. 56. #GoogleAdWords301 @ivantage with @matt_trimmer Audiences with Google Analytics code • All users • New users • Returning users • Users who visited a specific section of my site • Users who completed a goal conversion • Users who completed a transaction • Any Google Analytics unified segment • Any Google Analytics behaviour, dimension or metric • Some examples • https://goo.gl/PrnBfU • https://goo.gl/DDAtfF 56
  57. 57. #GoogleAdWords301 @ivantage with @matt_trimmer Membership and frequency capping • How long a user/browser (cookie) is remarketed to • 30 days default • 540 days maximum • Frequency capping - ad exposure • No cap • X viewable impressions per day, week or month • per ad, ad group or campaign 57
  58. 58. #GoogleAdWords301 @ivantage with @matt_trimmer Custom combinations in Audiences • Annual remarking • Any of these audiences - All visitors who booked (365 days) • None of these audiences - All visitors who booked (335 days) • Left with visitors purchased 11-12 months ago 58
  59. 59. #GoogleAdWords301 @ivantage with @matt_trimmer Similar audiences • Google builds • Similar audiences to your remarketing lists • Based on the characteristics of your audience • Add as additional targets 59
  60. 60. #GoogleAdWords301 @ivantage with @matt_trimmer Remarking Lists for Search Ads (RLSA) • Applicable to your keyword search campaign • Any dynamic search campaign • Or create a new search campaign • You can bid for search keywords as per normal but bid adjust for your remarking audiences • Those who visited you • May be worth more to you when they search on Google or partners • Target and bid would stop your normal keywords • Bid only is important • Think about some of those expensive keywords again • With bidding? 60
  61. 61. #GoogleAdWords301 @ivantage with @matt_trimmer Customer match • Got an email list? • Upload to Google • Include unsubscribes • Target on Google Search, Gmail and YouTube • RSLA • GSP • YouTube text, overlay and Video ads • Similar audiences • GSP • YouTube 61
  62. 62. #GoogleAdWords301 @ivantage with @matt_trimmer Remarking to YouTube viewers • Interactions with your YouTube channel • Videos on Google partner sites • Remarket to this audience • Link AdWords to YouTube • Similar to video remarking • Builds 62
  63. 63. #GoogleAdWords301 @ivantage with @matt_trimmer Remarketing metrics • Audiences tab • Costs, interactions, conversions • Video targeting tab • Costs, interactions, conversions 63
  64. 64. #GoogleAdWords101 @ivantage with @matt_trimmer Universal app campaigns and remarketing • Promote your iOS or Android app • Google search • Play • YouTube • GDN • Uses text ideas and assets from your app store listing • Remarketing • Build your list • Link Google Play account • App downloaders are added • Upload Android advertising IDs and iOS IDFAs 64
  65. 65. #GoogleAdWords301 @ivantage with @matt_trimmer Remarketing strategy • Think about behaviour you would like to appeal to • Build your audience • Create your message • Exclude those that have taken the desired action already • Show them a different message • Combine audiences to create more specific audiences • Annual renewal example 65
  66. 66. #GoogleAdWords301 @ivantage with @matt_trimmer Remarketing on owned/accessible sites • Add AdWords remarketing code to sites that you own • This builds an audience that your brand could remarket to • Example • A travel brand of a large newspaper added a remarketing tag to the main membership portal • The travel brand could remarket to the much larger membership base 66
  67. 67. #GoogleAdWords301 @ivantage with @matt_trimmer Your 301 action plan • Explore display advertising • Set up Ad groups or campaigns for • Contextual • Interests • Topics • Demographics • Placements • YouTube (Text and Overlay ads) • GSP • Explore remarketing • Set-up a Google Analytics 540 day audience • Search campaigns - Bid only with bid adjustment (RSLA) • Remarketing strategy • To whom at which point and with what message • Email customer match 67
  68. 68. #GoogleAdWords301 @ivantage with @matt_trimmer The End Feedback please 68

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