Advanced Pay Per Click (PPC) Certification Program

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Advanced Display Targeting, Part 2: Taking Action Tutorial

3.2 Introduction

Hello, this is Brad Geddes, the Author of Advanced Google AdWords. The founder of Certified Knowledge, and the PPC Faculty Chair for Market Motive. In this video we're going to take what we learned about display, and then layer over some more advanced concepts of how to use display advertising to hit your marketing goals.

3.3 Display Campaign Structure

When you think about the structure for display campaigns, you often want to break them out a little bit. So one is sites you're targeting. Now this is often when you're using placements with keywords or using topics with placements, or maybe just keywords individually, but it's based upon the site content. But its usually not just a topic, topics are broader. When you target just on a topic, you generally want that to be a different campaign, because topics have a lot more inventory. And so you want to manage each topic individually, so you'd want to make each ad group a different topic. During interest targeting often a different campaign, because you're targeting users not site contact, so that interest is a different actor. And then if you're doing combinations of placements and topics, put that in a campaign. Or if you are doing combinations of placements and keywords or just keywords, you can leave that in it's own campaign. So with the exception of interest targeting and remarketing, those are different than what I'm about to talk about, so let's put those aside. So when you look at placements, keywords and topics, what you're really doing is getting to a publisher level, you're getting to a placement. Some placements are going to be good, some placements are going to be bad. So often, when you think about blocking, it's often a placement is the most common item blocked. So if you set it up this way, you're essentially setting a budget for your placement and key words, where both good and bad items share the same budget. So another way of doing it is essentially making a discovery campaign and a placement campaign, so the difference here is discovery campaigns are going to be smaller budgets and their goal is to discover good websites, good placements for you. So some days this campaign will make money, some days it will not make money, but it's goal isn't monetary. It's goal is to find a placement that our best view out of these million placements. Now, when you find these placements and you find these gems these really good sites for you, you want to always be on them and you're willing to open up your budge more. So then you can make a campaign that's placements only or these are your best placements you've found in this discovery campaign, you add them to a placement campaign, and so you're blocking these in discovery, adding only to the placements. Now, you may also wish to carry over your keywords in the placement campaign are your topics, so that if you've done some refinement of keywords plus placements, you're carrying that same targeting over to the placement campaign.

3.4 A Simple Workflow

So this is sort of a simple workflow. You have a discovery campaign, you look at your placement data if a site doesn't meet your goal, you just block it. You're not on the site anymore. If a site is meeting your goal, then you're going to block it in this discovery campaign. You're going to add it to a placement campaign, and you may add it with, again, keywords or topics. Then you'll look at your placement data and then you'll set your bid by placement based upon your target CPAs. So this is a good way of doing a lot of things. Now, if you're newer to display overall it's a good idea to start with just placements and we'll get into why and how to do that in just a few more minutes.

3.5 Using Google Analytics

So what happens though is, when you go start looking at all your placement data, a lot of placements aren't going to have hundreds and hundreds of clicks. And if you always wait for statistically significant data before you work to block a placement based upon conversions and CPAs, you're going to end up wasting a lot of money. So what I like to do is examine a placement data in Analytics. So the reason why is you can go into Analytics and you can look at things like interaction rates. So, if you see a placement with 30 clicks and a 100% bounce rate and no conversions, you're probably likely to block it pretty quickly, even though it's only 30 clicks. Now, if those same 30 clicks came from a site with an 8% bounce rate, so almost everybody's staying on your website, and they're spending four minutes on your site, even if you don't have a conversion yet because it's only 30 clicks, that's great site visits. You're going to leave that longer before you decide to block it or add it to a placement. This is where in Analytics it's nice to use advanced segments to see this. You say, it's got more than 25 visits and the bounce rate's greater than, in this case 60, but it depends on how your site's set up what a good bounce rate is. And if you're using per visit values, your value's less than x. So that way you can do a quick filter and say these are the sites that we should block based upon our minimum threshold of quality. And quality isn't based upon the referring site, it's based upon the quality of visitors that you get from the site and how will they interact with you. Now, if you want to take this to extremes, you can even use profiles, where the goals are interactions themselves. So, they browse my site over five minutes, or they went to more than four pages. They bounce less than 10% of the time. So, you can set interaction goals as well. If you're running branding campaigns, and your goal really is just quality visits off of brand terms and increasing awareness, then you can use an Analytics profile based upon interaction goals then to make your decisions, what placements are sending good versus bad traffic. So these are ways of accumulating traffic that you can control. Placements, topics, keywords, interest, and remarketing.

3.6 Display Campaign Optimizer

However there's always more inventory out there. Display is so large it's difficult to reach all your potential inventory. So there's a feature called Display Campaign Optimizer, or Targeting optimization. And when you turn this on, Google looks back at all your past conversion data, the sites and other items, other targeting that have converted. And then, they automatically put you on even more sites based upon that data when you enable this feature. Now you don't choose a targeting for these sites. These are chosen automatically based upon your historical conversion data. So just like Conversion Optimizer, there is a minimum amount of information that Google needs to be able to do this well. So this feature won't do anything, and often you won't eve see it as a targeting option in your ad groups until you've reached the minimum threshold to turn it on. Now it's an ad grouplevel setting. So if you have some ad groups doing very well, you can turn on and adjust those ad groups, but not turn on and yet other ad groups. Now overall, we found Display Campaign Optimizer is great at adding more incremental conversions. Now, technically when you turn Display Campaign Optimizer on, you're going to see more conversions from placements where you didn't explicitly target the placement. You had no way of knowing why you're on that placement other than Display Campaign Optimizer put you there. Now technically, if you have chosen a way of targeting that should have put you on that placement, it could be placement targeting, keywords, topics, so forth, then the stats inside your account should be attributed to the targeting type and not just added into the placement data. I find that doesn't always happen. So sometimes If you're running a placement campaign, and then you have another campaign, maybe it's topic targeting, and you turn on Display Campaign Optimizer, sometimes your placement campaign will look like it's gotten worse. When you use DCO, or Display Campaign Optimizer, you have to take a more holistic look at your placements to see if you're really losing traffic or not over time. So, again, this an easy way, then, of saying, here's our placements, here's our conversions, May vs July by sites and July vs May on a CPA basis, just doing some quick CPA and conversion analysis, to see if your placements have truly gone down across your account. Or, if they are actually higher overall, they just happen to be moved from a placement campaign, or one targeting option, to a different campaign because DCL was enabled. So when you look at Display Campaign Optimizer and you're wondering why another campaign got worse, it might just be because the conversions and the clicks from the placement were moved to another campaign. They're not really gone from your account. They just got moved from campaign one to campaign two. So then you want to just do historical analysis to see, did we really lose conversion in certain placements? Let's go back and add them as placements or do some targeting to get that inventory back. Or are we still there and they're actually are higher than what they were, they were just moved from campaign one to campaign two because of DCL.

3.7 Cost per Impression Bid Method

Now another concept to always be aware of with displays, you can do CPM bidding. A campaign has to be set to display only before you can enable it. And then with CPM bidding, you're bidding per impression. So you only ever want to do CPM bidding if you're using rich media ad such as display ads or video ads. Note number one, you always want to frequency cap any CPM bids. A frequency cap is how often the same person can se your ad in a time frame. So, for instance, if you served a thousand impressions, and you never frequency capped, what could happen, hopefully it won't, but what could happen is the same person saw all 1,000 of your impressions. Your goal with CPM is to reach a variety of individuals with the ad, so you always want to make sure you are frequency capping your CPMs. Also if you're doing remarketing, you want to frequency cap your remarketing. I've heard many stories of groups of individuals who had negative impressions upon a brand, because they felt they were being stalked online, because the company just didn't put an impression cap. So impression cap only applies for display, it's a campaign level setting. You can impression cap on a day, week, or monthly basis on an ad group or a campaign basis, and then set your number for how often somebody can see your ads. But it's a good idea with CPM and with remarketing to set frequency caps. Now, when you're doing CPM often you might run a CPM campaign and you serve 10 million impression, and you got 50 clicks and no conversions. You're thinking wow, that was a big just waste of money. But you can't measure CPM in a silo. CPM often has ancillary benefits that you want to measure to see if they're happening while you're buying CPM. So, for instance, you want to measure things like direct traffic to your website, conversion rate changes, branded search queries. That's a great one for seeing if your CPM ads are being seen and remembered and then causing a user later and when they have more time, to do a search query. So I've done this study a lot. This is one that the data looks really clean and that's why I'm showing it. But bought CPM and the direct traffic went up, the conversion rates went, the branded queries went up. Stop buying CPM, they dropped a little bit. Bought it again, the data went up, and so just by even flipping CPM on and off and looking at the metrics you can see if CPM is helping you out or if it's not. And if it's not then you can stop buying it or refine the ad you're using to see if you can get something more memorable to a user. So there's a lot of options we talked about. You have flexible targeting in CPM, targeting in placements, and topics, and so forth. So, where do you start.

3.8 Getting Started

So when we really thing about getting started, what we want to first know is what makes conversions for us so we have to define our goal of what a conversion is. But when we think of what makes a conversion with search and display, It's our inventory itself. So this could be topics or placements software. It's our inventory. It's our refinement of that inventory. So again, that could be a place, a keyword of place a topic, plus our offer. Our ad copy and our landing page. So when you use just topics, you've done a refinement, but you haven't really defined an inventory. And so, you may have a topic that doesn't do well, but it's based upon the placements. That you're shown on and that's all the topic. So a good way to get started then is to choose placements where you have good traffic or you're likely to get good traffic you're holding [INAUDIBLE]. And then refinement of that inventory keywords or topic. And then, you've sort of taken up the variables of the inventory and the refinement. The inventory is a site you chose because based upon the data it has your target market. And the refinement is a keyword or topic that's specific to what you do. So those variables are now gone. Our main variable left is our offer, our ad and our landing page. So we can test our ads and our landing page to see what's going to get us good conversions, figure that out first, and then we can expand from there. So we look back at our structure this is really starting with a placement only campaign. We're starting with placements plus keywords or placements plus topics based upon our research. So the easiest way to start this is there is a tool called the Display Planner Tool. You can enter in a keyword or a category or even just your website and do a search. And when you do this search you'll see ideas for keywords and ad groups and interest in topics so forth. So from here you can start getting an idea if you want to start with keywords or topics. If you want to be very explicit start with keywords. If you're willing to open it up a little bit more, take a little more risk, but get some inventory then try a topic. So first choose your keywords again granular ad groups, so you might have five, six, seven different ad groups with different keywords or maybe try a handful of topics. So that's step one is to choose your keywords or your topics. Then your next step is to pick your placements. So in the display planner tool, you can see placement data there or you can use the placement tool to also do the searched. So either tool, then find placements. So now you have your keywords you've chosen or your topics you've chosen and you have your placements. Then make these ad groups. Where every ad group uses those placements and those keywords for those ad groups and those topics. And then if it doesn't work, you don't get good conversions, change your ad and landing page. Or if it's really not good conversations, look back here Analytics to see how these placements really hide bounces. Maybe they weren't as good as you thought and if they really weren't that good, then maybe refine your placements to some different ones. But then once you have a combination that works for your Ads and Landing pages, that's when you want to expand your advertising. So once you have your landing pages and ads worked out. Then what you're going to do is you're going to look at your data and say okay these placements or categories or keywords didn't work let's block them. Now we have these items that are working. So when I expand let's expand by our key words or topics or interests. So when I make a campaign that's only keywords, like our discovery campaign. And then when we find placements that work well, we can move the placement to our placement campaign, or we can move the placement, and our keywords to our placement campaign to keep the full targeting there. If we have topics that aren't general, we can block the topic, or remove it from our targeting. If our topic's finding good placements, we can move the placements and topics together. Then to our placement campaign and keep our discovery going. We can make another campaign for interests and note you can try to remarketing anytime. Remarketing is just so different because it's based upon a user who's already had a brand interaction with you. You can always try remarketing. But really when you want to start, if you haven't done any display yet. Placements plus keywords or placements plus topics. Test the ads, test the landing pages, then block anything that doesn't work. Then when you're ready to expand, you could just add more placements if you want to expand slowly. If you want to expand more rapidly, then go into keywords, topics, and interests. And then keep growing out your display campaigns based upon what you have found is working for you.

3.9 Every Campaign Setting Applies

And just remember, every campaign setting applies. So when you think of a conversion as inventory plus refinement plus offer, often refinement can take place in a lot of different ways. We might say a user visited our shopping cart but didn't convert, so that's remarketing. And that same user is on the New York Times. That'd be a placement. And they're not just on the Times, they're in the travel section of the Times. Again, placement targeting. And they're looking at vacation packages, so it's keywords plus topics. While they're in Minneapolis, that would be a location aspect we added. Using an iPhone, that'd be device modifier on the device bid modifier. On a Saturday morning between 7 and 11, which is ad schedule. Now, someone who meets this entire criteria, it might be seven people a week. All right, a very small number. So often what you want to think, though, is which one of these was useful and which ones weren't. So using the device type didn't matter. You remove that. You increase your advertising. All right, Saturday mornings are good, but maybe we made it too restrictive with 7 to 11. Let's remove some of those items. When you get an idea of the targeting possible, this is possible to serve an ad only under these conditions. However, often we want to just add a few refinements so that we take these 1.1 or so million sites on the display network, we weed them down by topics and interests and potential displacements, so that what we're left with are the sites that really do convert for us that reach our target market.

3.10 Recap

To sort of recap, with flexible targeting, you're in control, you have a lot of options. So you really want to think through how you want to reach users. Determine your targeting types, your combinations and of course, your campaign settings, such as location, devices, time of day. When you find placements, categories etc, where you don't want to show them, block them. You have lots of exclusion tools to block types of sites where you don't want your ads to show. You can do CPM bidding, but remember you're paying for the impression. So when you do CPM, use rich media ads and do holistic measurement to see how it affects your entire website. And when you think of your organizational structure, it's best to limit your target and interest targeting to really one per ad group. And you can create campaigns, you don't have to, but you can create campaigns for each type to keep them segmented so it's easier to see. This is an interest campaign, this is a target, this is a topic campaign. But when you start, when you're first starting, test your offers first with placements and either keywords or topics. Then once you find that combination that works, then you can expand your display or reach to get more conversions of customers from the display network.

  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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