display advertising bringing sexy back - john a. lee - #heroconf 2014
DESCRIPTION
Learn new techniques and processes to advance your management of Google Display Network campaigns. Everything from planning with personas to researching placements and "dumpster diving" for performance gold in existing GDN campaigns. It's all here, and it's all sexy.TRANSCRIPT
@john_a_lee#heroconf
How Display Advertising is Bringing Sexy
Back
PRESENTED BY JOHN A. LEE
MANAGING PARTNER – CL IX MARKETING
HEROCONF – APRIL 29, 2014
@john_a_lee#heroconf
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
@john_a_lee#heroconf
Major Hat-Tip to Portent’s Headline GeneratorNeed ideas and an LOL?
portent.com/tools/title-maker/
@john_a_lee#heroconf
Google Display Networkaka GDN
@john_a_lee#heroconf
Personas & Display PlanningHOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
@john_a_lee#heroconf
Personas Help. A Lot. Image source: http://bit.ly/1ixNkpA
@john_a_lee#heroconf
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.
@john_a_lee#heroconf
Do Your (Placement) ResearchHOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
@john_a_lee#heroconf
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?
@john_a_lee#heroconf
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.
@john_a_lee#heroconf
Dumpster Dive!
@john_a_lee#heroconf
Manual Labor Anyone?
@john_a_lee#heroconf
Take Control with DemographicsHOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
@john_a_lee#heroconf
Use Demographic Overlay to Hone Traffic
Age, Gender, Household Income
@john_a_lee#heroconf
Beware the Beast that is MobileHOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
@john_a_lee#heroconf
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.
@john_a_lee#heroconf
These 3 Site Exclusions Will Change Your Life Adsenseformobileapps.com
Anonymous.google
Appspot.com
You can thank me later.
@john_a_lee#heroconf
Mobile Ad UnitConsiderations
@john_a_lee#heroconf
When the GDN Just Isn’t Enough…HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK
@john_a_lee#heroconf
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.
@john_a_lee#heroconf
@john_a_lee#heroconf
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.
@john_a_lee#heroconf
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!
@john_a_lee#heroconf
Thank You!
Have Questions?
Find me at #HeroConf and let’s talk!
@john_a_lee
www.clixmarketing.com