Post on 12-Sep-2014
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Creating Google GDN Campaignsthat Outperform Search
Matt Van Wagner@mvanwagner
Richardson, Texas 18-Nov-2013© Copyright 2013. Find Me Faster Nashua, NH. All Rights Reserved.
Hey DFW SEM, What’s New?
A Few Cool Things
Making the Case for Bing Ads
Finding Success on the Google Display Network
A few cool things I’ve been playing
with lately.
Ad Guardian
Adalysis
Tells you when your ad tests have reached statistical significance.
Saves you the bothersome process of checking all the time.
Dimension Reports
Multi-dimension Reports
Multi-Dimension Reports
Making the Case for Bing Ads
Huge, Unique Audience
In the U.S.• 5.6 Billion searches/month
(1/3 of all U.S. searches) • 163 Million unique searchers• 54 Million searchers
not using Google
Wordwide• 489 Million unique searchers• 94 Million who do not use
Google.
A More Valuable Audience
In the U.S.• Exclusive Yahoo! Bing users spend
38% more than avg internet users18% more than Google users
Wordwide• Exclusive Yahoo! Bing users spend
137% more than avg internet users76% more than Google users
Import Directly From AdWords
Finding Success on the
Google Display Network
Display Advertising
What is the GDN?How it is Display different than Search?
Targeting OptionsSetting up CampaignsOptimizing Campaigns
Competitive Analysis ToolsFun with Competitors
Search Engines
User enters a search query into a search box.
Mental Mode: Active. Seeking information.
Websites with Ads
User does not type in a query.
User encounters ads while doing something else.
Mental Mode: engaged, passive.
It’s Sort of Like a Newsstand
The Right Area
The Right Section
The Exact Page
How Much Opportunity?
Plenty of Opportunity in Display!
Conversion Volume
CPA
It’s All About Better & Better
Placement Targeting
Targeting Options
KEYWORDS TOPICSPLACEMENTS
Interests Remarketing
Targeting Options
KEYWORDS TOPICSPLACEMENTS
Interests Remarketing
- KEYWORDS - PLACEMENTS- TOPICS
- CATEGORIES
Keyword Targeting
- Use keywords on your ideal Target Page.
Keywords are all Broad Match
Keep keywords tightly themed: <10-15 Keywords per ad group
- Be specific. Use 2 & 3 word keywords. - Avoid 1 term keywords – except for terms of art.
Use negatives sparingly. Max is 50 (adgroup + cmpgn)
KEYWORDS
- KEYWORDS
Keyword Level Data
Targeting Placements
Automatic Placements - Google finds sites for you using your targeting options
- Good for discovering good placements, especially one-off pages across the internet. Managed Placements - You tell Google on which sites to place your ads
Once you identify good placements, you can fine-tune.
Placements
Placements as Exclusion
Topics
Topics & Subtopics are very broad targeting tactics
Never use as a stand-alone targeting tactic. Great for drilling into sections of large sites.
Topics as Exclusions
Topics / Subtopics can also be used for exclusion.
A single topic exclusion can do the work of many negative keywords.
Other Targeting Options
Remarketing Targeting People who’ve been to your site – you can serve them again.
Interest TargetingPeople who Google thinks might like your site. “Premarketing”
Gender Age
Targeting Options
Seed Campaign Options
KEYWORDS PLACEMENTS
FineTuning
KEYWORDS PLACEMENTS
KEYWORDSTOPICS
PLACEMENTS
KEYWORDS
TOPICS
Seed Campaigns:
C-IMG-KWDC-IMG-TPC
Image Ad Groups:IMG-160-KWD IMG-160-TPCIMG-300-KWD IMG-300-TPCIMG-728-KWD IMG-728-TPCIMG-336-KWD IMG-336-TPC
From Seed Campaigns to Managed Placement Campaigns
Good single URLs, not on
great sites
URLs in good sections of
broad interest sites
URLs on very relevant
sites
Auto Placements:
Random URLs not related to
topic
C-PLC-IMG-URL C-PLC-IMG-TPC C-PLC-IMG-KWD
Targeted Placement Campaigns:
Bid up individually as managed placements without moving, OR move to new PLC campaign
Move to new PLC campaign, narrowed by topics, with exclusions.
Move to new PLC campaign, narrowed by keywords.
Image Ad Groups: (By placement) webmd.com aloarffoard.com about.com
Note: Always exclude targeted placements from farm campaigns.
Optimizing Placements
Great Placements
Big Site, Relevant Page
Taking Practice Shots
Take Practice Shots
You can show more than one Ad on GDN
Use all your options to get your ads filling up all ad units on a page.
Make it a friendly competition in your office.
Taking Practice Shots
Competitive Analysis
AdGooroo
MixRank
MixRank
MixRank
Let’s Play King of the Hill
King of the Hill
1. Make list of sites your competitor runs on.
2. Create GDN Campaign. Target those sites.
3. Push their ads off the site for 3-4 days.
4. Analyze performance, cherry pick, go back on line.
5. Own the hill. Forever.
Thank You!Matt Van Wagner
matt@findmefaster.com@mvanwagner
Richardson, Texas 18-Nov-2013© Copyright 2013. Find Me Faster Nashua, NH. All Rights Reserved.