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 – Beta Test

Sign up for Beta: www.adAlysis.com

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.