display advertising bringing sexy back - john a. lee - #heroconf 2014

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How Display Advertising is Bringing Sexy

Back

PRESENTED BY JOHN A. LEE

MANAGING PARTNER – CL IX MARKETING

HEROCONF – APRIL 29, 2014

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Who the Heck Is This Guy?

Managing Partner – Clix Marketing

Digital Advertising Geek ◦ Emphasis on “Geek”

Prior Sentences Served:◦ Hanapin Marketing ◦ Wordstream

Writer: ◦ Search Engine Watch, ClickZ, Clix

Marketing Blog, Acquisio Blog, PPC Hero

Speaker:◦ SMX, SMX Social, SES / ClickZ Live,

HeroConf, State of Search

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Major Hat-Tip to Portent’s Headline GeneratorNeed ideas and an LOL?

portent.com/tools/title-maker/

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Google Display Networkaka GDN

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Personas & Display PlanningHOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

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Personas Help. A Lot. Image source: http://bit.ly/1ixNkpA

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Why Personas? Display, like social advertising, is about the “WHO.”

Personas guide brainstorming for:◦ Ad message and offer.◦ Image ad design.◦ Targeting models: contextual, topic, interest category, placement, etc.

Doesn’t have to be complicated.◦ Place persona concepts in a spreadsheet to keep it organized.◦ Columns for age, gender, general descriptions, career info, specific

messaging, offers.◦ Rows for individual personas.

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Do Your (Placement) ResearchHOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

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How Do You Find Placements?

Display Planner within AdWords.

Dumpster dive for data from existing GDN campaigns.

Manual labor! Plug in top performing keywords into SERPs.◦ Do any of the top ranking sites have GDN ads?

Any stellar blogs or online publications in your vertical?◦ Do they have GDN ads?

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Display Planner Segment by location, placement type, language, ad sizes, etc.

See websites, mobile apps and video placements.

Create a “plan” of placements and upload directly to AdWords.

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Dumpster Dive!

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Manual Labor Anyone?

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Take Control with DemographicsHOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

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Use Demographic Overlay to Hone Traffic

Age, Gender, Household Income

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Beware the Beast that is MobileHOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

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Tame the Mobile Beast Enhanced Campaigns mean targeting tablets by default.

Mobile bid modifiers for smart phones.

Use site exclusions to eliminate *most* mobile apps.

Mobile preferred text ads.

Mobile specific image ad sizes.

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These 3 Site Exclusions Will Change Your Life Adsenseformobileapps.com

Anonymous.google

Appspot.com

You can thank me later.

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Mobile Ad UnitConsiderations

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When the GDN Just Isn’t Enough…HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

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There’s Always More! Remarketing

◦ Remarketing on the GDN is it’s own panel…◦ AdRoll, PerfectAudience, Criteo, Simplifi, etc., etc..

General Display◦ Simplifi, The Trade Desk, AdPulseMedia, etc., etc..

Mobile Display◦ AdMob (though you can touch on much of this through the GDN)

Vertical / Business Related◦ Bizo, Business.com, SpiceWorks, etc., etc.

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Don’t Fall Prey to Search & Display Select

New feature from AdWords.

Combines Search and Display (in a limited format).

Is the new default setting.

Difficult, nay, impossible to fix if missed.

◦ Have to delete and create another campaign.

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Keep Your Eyes & Ears Open for Awesome Beta Features

First rule of AdWords beta club is you can‘t talk about AdWords beta club.

That being said…

There are awesome beta features for the Google Display Network.

Contact your Google reps to discuss and sign your own damn NDA!

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Thank You!

Have Questions?

Find me at #HeroConf and let’s talk!

@john_a_lee

john@clixmarketing.com

www.clixmarketing.com