Welcome!

Oisín Hoctor will be presenting Creating Effective

Google Display Network Campaigns shortly.

Anticipated duration: 1 Hour (including Q&A).

If you have any questions during the session, ask

Michelle.

Audio: If you can’t hear the presenter after the slides

have begun to move, please ask Michelle
Creating Effective Google Display Network Campaigns
The subtitle goes here

Oisín Hoctor
Google Display Network Specialist
Agenda:
1.  Creating Separate Campaigns for the GDN

2.  Finding your Target Audience

3.  Identifying Ad Group Themes

4.  Case Study: Private Health Insurance

5.  Creating Compelling Ads

6.  Negative Keywords

7.  Misspellings

8.  Performance Transparency

9.  Bidding Strategy

Let’s get stuck in!!

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Creating Separate Campaigns for GDN

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GDN campaigns should be separate from Search

 Ads are served differently on the GDN

 Ad Group themes are analysed and matched to web
page content
 Separate campaigns allow for optimum structure
and increased control

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Not Your Average Targeting Technology

Page Analysis

1 Scan the page

2Analyze the page
Machine learning technology turns
keywords into targetable themes Keywords

bikram yoga, bikram yoga for beginners,

learning bikram yoga, bikram yoga classes

Themes
bikram yoga, yoga classes

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 How Your Ad Is Matched To A Publisher
Ad Matching

Text Ads Text Ads

Ad Group 2

Ad Group 3
Text Ads
Ad Group 1

Keywords Keywords
Keywords
Negative Keywords Negative Keywords
Negative Keywords
Geo Targets Geo Targets
Geo Targets
Language Targets Language Targets
Language Targets
Ad Schedule Ad Schedule
Ad Schedule Keywor
ds
s
Theme
Text Ads Text Ads Text Ads
Ad Group 4

Ad Group 5

Ad Group 6

Keywords Keywords Keywords

Negative Keywords Negative Keywords Negative Keywords
Geo Targets Geo Targets Geo Targets
Language Targets Language Targets Language Targets
Ad Schedule Ad Schedule Ad Schedule

Text Ads Text Ads Text Ads

Ad Group 7

Ad Group 8

Ad Group 9

Keywords Keywords Keywords

Negative Keywords Negative Keywords Negative Keywords
Geo Targets Geo Targets Geo Targets
Language Targets Language Targets Language Targets
Ad Schedule Ad Schedule Ad Schedule

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 Separate campaigns produce better results
 International hotelier had a Search campaign “opted in” to the Display
Network
 In 2009, they tested two “Display Network only” campaigns

90
80
No. of Keywords
Average number of KWs per Adgroup (indexed)

2
70
60
50
40 1
30
20
10
0
Before After

• The new optimised GDN campaign Key Results Post Optimisation

contained fewer keywords • Average CTR more than doubled
• Ad groups were tightly themed • Average CPC decreased by over 70%

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Finding your Target Audience

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 Intro
Creating Ad Groups for GDN campaigns

 Use short keyword lists to create tightly themed Ad Groups

 Create Direct, Complementary and Audience Ad Groups to
increase your online reach
 Cover as many related themes as possible – conversions
can come from unexpected places

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 Direct, Complementary and Audience Ad Groups
Create Ad Groups in the following order:

1 Direct Use keywords directly related to your product or service

2 Complementary Use keywords related to associated products

3 Audience Use keywords which make your ads eligible to

appear on web pages where your target audience is
browsing

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Example: Advertiser sells flights to Barcelona

Barcelona flights
Barcelona flight deals
1 Direct
Cheap flights Barcelona

Barcelona maps
Barcelona hotels
2 Complementary
Barcelona holidays
Barcelona tour bus

City breakers
3 Audience
Architecture enthusiasts
Football fans
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Identifying Ad Group Themes

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Example: Advertiser sells Yoga Mats

yoga mats

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Keyword Building: Defining Your Ad Groups

manduka yoga mat

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Sample GDN Campaign Structure

Account: Yoga Gear

Cast A Wide Net:

Many Ad Groups ensure
you target more
interested users

Tight Keyword List:

Very specific keyword
lists avoid targeting
ambiguity.

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Make sure you follow the guidelines

Suggestions on Keyword Numbers

What
Tryis the
not maximum
to include number
more than of keywords
10 keywords
you should have in a GDN Ad Group?
An Ad Group theme is easily created in up to 10 keywords

Match Types

How do match types work on the GDN?

There is only one match type on the GDN: BROAD MATCH

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Case Study: Private Health Insurance

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Identify your ad group themes

Health Insurance & Gym Membership Co-Promotion

Private Health Insurance UK-Wide Gym

Direct Product Complementary Product Interested Audience

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Direct ad groups serve on highly relevant websites

private healthcare
health insurance
health insurance plans
private medical
private medical uk
medical insurance
private health insurance
private medical Insurance

Private Health Insurance health insurance

Direct ad group ensures private medical insurance sites are targeted

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Complementary ad groups serve on related sites

Exercise

Exercise workouts
Exercise plans
Ab exercises
Exercise benefits
Gym memberships
Health clubs
Exercise programs
Exercise program

UK-Wide Gym
Health and fitness

Complementary ad group expands reach and targets gym/exercise sites

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Audience ad groups serve on sites of wider interest

Healthy Living
Healthy living
Healthy foods
Eating healthy
Losing weight
Diets
Healthy Living

Healthy lifestyle

Interested Audience ad groups cast the target net wider, capturing a health conscious audience

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Ad groups before (1) and after (2) optimisation
1
Ad Group Themes Type of Ad Group Avg. no. of keywords

c. 10 Direct ad groups (health insurance,

Direct >800
medical plans, etc)

<5 Complementary ad groups

Complementary >1k
(general health, specific illnesses)

No Audience Ad Groups Audience n/a

2
Ad Group Themes Type of Ad Group Avg. no. of keywords

c. 10 Direct ad groups (health

Direct <10
insurance, medical plans, etc.)

<5 Complementary ad groups

Complementary <10
(exercise and fitness, gym memberships.)

<5 Audience ad groups

Audience <10
(healthy eating, healthy living etc)

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Improved performance post optimisation
Results post optimisation
health insurance
health insurance plans Improvement 10 months pre- vs. 10 months
agency care
private medical
post-optimisation
private medical uk
Impressions Clicks CTR
Private Health medical insurance

Direct Product
private health insurance

Insurance health assessment

centre
cancer cover
+47% +33% -12%
cancer insurance
cancer screen
cancer treatment
etc.

Impressions Clicks CTR

Complementary
UK-Wide Gym Product +73% +221% +92%

There were no ‘Interested Audience’ ad groups

previously. These ad groups added the following:

Impressions Clicks CTR

Interested
Audience >15m >20k >0.1%

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Increased exposure to more relevant users

Advertiser reports significant uplift in conversions

after launch of optimised campaign
Impressions
Clicks

Optimisation
implemented

1 2 3 4 5 6 7 8 9 10 11 12
Month

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Ad Creatives

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 Creatives General Guidelines
Golden Rules for Successful Display & Text Ads

 Catchy message to grab users’ attention

 Message anchored to your target audience

 Appropriate landing page

 Right expectations of what users will find on the Landing Page

 Clear ‘Call to Action’ for Direct Response Goals

 ‘Value Proposition’ for Branding Goals

 Consider trying Emotional Messaging

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Negative Keywords

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Negative keywords ensure better ad placement

• ensure better ad placement

• prevent the ads from showing on irrelevant
Benefits pages
• help improve ROI and overall targeting
strategy

• do not copy negative keyword list from Search

campaign
• keep negative keyword list as short as
Implementation possible to ensure maximum exposure
• use Wonder Wheel to identify potential
negative keywords

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Use Wonder Wheel to identify negative keywords
Use Wonder Wheel tool to find suggestions for negative keywords

Possible negatives:
Drinking
Wine
Crystal

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Example negative keywords: Car Hire

Ad Groups Example Negatives

buy
airport car hire
accessories
airport car rental auction
audio
auto hire
battery
auto rental crash
dealers
car hire
finance
car rental games
insurance
self drive parts
vehicle hire phone
racing
vehicle rental reviews
seats
tax

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Misspellings

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Misspellings don’t work on Google Display Network

 Do not use many uncommon misspellings in GDN

campaigns

 Web page content is unlikely to include misspellings,

making it difficult to match Ad Group themes

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Misspellings can negatively impact CTR and CPC
 An online retailer optimised his Brand GDN Campaigns to include only correctly spelt versions of
the brand term

Results: Av. CPC (75%)

CTR (91%)

Old Brand New Brand

Ad Group Ad Group
Over  50  keywords,  the   Fewer  than  10  keywords,  
majority  of  which  are   all  correctly  spelt  brand  
brand  term  mis-­‐spellings   terms  

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Performance Transparency

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Analyse campaign performance using “Networks” tab

 Get performance statistics for websites your ads appear on

 Identify top/low performing sites
 Use this data to optimise the performance of your GDN
campaign

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Site level data now available on the Networks tab

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 Understanding the performance data of your placements

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Add managed placements to customise bids
Set individual placement level bids by adding them to your managed
placement list

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Use Ad Planner to identify other top performing sites

Add similar websites as “Managed Placements”

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Site & Category Exclusion Tool

Ad Groups Example Negatives

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Site & Category Exclusion Tool

Use the
AdPage Types tab to exclude specific
Groups Example typesNegatives
of web
content, such as Social Networks or Parked Domains

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Bidding Strategy

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Start with bids high enough to ensure exposure

 Set high initial bids to ensure higher impressions and

exposure on premium sites

 Increase or decrease Max CPC bids depending on

performance

 Use bidding tools to help optimise campaigns

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Bidding Is A Crucial Factor in GDN

BIDDING DETERMINES:
The types of sites on which your ad appears
Your reach on the Display Network
Your position on the publisher’s page

Tips:

• always bid at the ad group or placement level – never the

keyword level

• set initial GDN bid at same level as Search

• bid the same for text and display ads initially

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 Optimise bidding to CPA with Conversion Optimiser

•  Auto manages bids and

targeting per site to meet
CPA goals
•  Apply recommended
maximum CPA to
maintain current spend
•  AdWords conversion
tracking must be enabled
•  Minimum of 15
conversions in the last
30 days

Select bidding option on

edit campaign settings

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 Optimise bidding to CPA with Conversion Optimiser

•  Auto manages bids and

targeting per site to meet
CPA goals
•  Apply recommended
maximum CPA to
maintain current spend
•  AdWords conversion
tracking must be enabled
•  Minimum of 15
conversions in the last 30
days

Max CPA is not target or

average CPA

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New Feature! Enhanced CPC Bidding

Boost your ROI with an easy to use, automated bid management tool.

Max CPC

Enhanced CPC will automatically adjust your Max CPC bid based on
the likelihood that your ad will convert.

Enhanced CPC bidding considers:

•  Historical performance of your ads on the site

•  Match quality between ad and site content
•  Current content on the site
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Enabling Enhanced CPC Bidding
1. From the 'Bidding and budget' section, choose either manual bidding (4a) or automatic
bidding (budget optimizer) (4b).
2. Find the checkbox next to the Enhanced CPC option and select it. Click Save.

If you use ECPC with

automatic bidding, the cost
of a particular click can
exceed the bid limit by up
to 30% in any given
auction.
This option will not affect
your campaign budget.

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The benefits of bidding at the right level

1. Start with high enough bids: 2. Maintain bids for at least 2 weeks: 3. After 3 weeks manually draw back CPCs:
•  Increased exposure to the network •  Conversion rate increase •  Quality Score will be maintained
•  Build up of history •  CPA decrease •  Conversion rate will be maintained

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Allow At Least 2 Weeks For
Impression Levels To Normalise

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Summary
1.  Create separate campaigns
2.  Select appropriate ad group themes
3.  Create compelling ad creatives
4.  Consider negative keywords
5.  Analyse placement performance
6.  Optimise your campaign
You might also find these webinars helpful:

Display Ad Builder and Doubleclick Ad Planner

Learn how to create an effective ad using display ad builder and
how best to use Doubleclick AdPlanner to create your media plan.
register here

Re-marketing on the Google Display Network

Learn the main use cases for this new form of targeting on the
GDN and how to set up a campaign in your Adwords account.
register here

Additional Resources:
Google Display Network Youtube Channel youtube,com/user/contentnetwork

If you’ve any more questions, you can email webinars@google.com or visit

our Help forum.
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