This video is going to cover display advertising.
It's going to look at when it's best to use display advertising
and then also look at 10 tips to make your display advertising as successful
as possible.
The Google Display Network reaches 92% of Internet users, and that's a huge
percentage.
So this, in itself, is one of the main benefits of display
advertising.
You can achieve a huge reach without necessarily having a huge
budget.
Display advertising is best if you've got a goal, such as brand awareness,
rather than a direct response goal.
Having said this, remarketing is a type of display advertising which is really good
at generating conversions.
Display advertising can be used for direct response.
But generally, it's most effective if it's the traditional kind
of display advertising at brand awareness and goals like that.
To make sure your remarketing and your display advertising are successful,
make sure both display advertising and remarketing campaigns are kept
separate from your other campaigns.
They can be in the same account.
Just make sure for each type of advertising, you've
got a separate campaign.
This just means you can keep an eye on your budget, and you can also make
sure the performance in those campaigns doesn't affect the performance of
other areas of the account.
Frequency capping is something which applies to remarketing.
We've all been online looking at sites and then had lots
of ads follow us around for the same company.
Eventually, this gets really frustrating.
To make sure you're not a brand who's frustrating users by following
them around with your ads, you can set frequency capping.
If you've got one remarketing campaign, you might set your frequency
capping at three times per day at a campaign level.
If you've got lots of different campaigns, then obviously that frequency
needs to be lower because you don't want to be targeting them
too much.
Ad size and format are really important for an effective display campaign.
You need to make sure you've got one of each type of ad size in each ad
group.
You should also try to make sure that there's a [compatible] version, if you use
animated ads, make sure there's always a static version in there too.
What this does, it just means that any placements
or sites which don't support animated ads can still show your ads, and
you're still eligible to target those users.
If you use mobile with display, I'd recommend making sure that you've got
mobile-specific ads, too.
These are just slightly different formats, and
they'll just make sure that you're eligible to show on mobile sites as
well.
There are lots of different ways of doing targeting with display
advertising.
The one I would recommend if you're just starting out would be
keyword contextual targeting.
You can basically say to Google, "Only show my display ads on the sites which are relevant
to this set of keywords."
What this means is that you've got a bit more control over where your ads
are shown.
You can also target with topic types.
These are something which you might find that you get an even larger reach, but
might not be suitable if your budget is quite a lot smaller.
Using keyword contextual targeting means that you can have a bit more control over
it, but still achieve a good reach.
Your automatic placements report is something which you can find in your
AdWords account.
It will show you all the sites which your ads have been
shown on.
You can look through and look at the data for each one and see if
a particular site converts well, or if it's just working really well, you
can make sure that's added as a managed placement in a separate campaign.
Similarly, if there are sites which perform very poorly, you can exclude
them.
This leads me on to excluding categories as well.
Where you go to exclude sites, you can actually exclude whole categories.
For example, there's a category called "death and tragedy."
If you don't think that's appropriate to your ads, you can exclude that category
before you even start.
You just pick from a list of categories which Google
suggests.
Impression share due to rank, -- this is something you can find in AdWords
if you customise your columns, and you can just get it as an extra column
in your standard report.
It will basically let you know where you're missing out on impression share because your
ad rank isn't good enough.
To improve your ad rank and get your impression
share up, something you can do is increase your bids.
Your ad creative is obviously fundamental for a successful display
campaign.
Make sure your ad creative has some continuity to your website.
That's particularly important for remarketing, because obviously you're
targeting users who have visited your site and you want them to be aware
that you're the same company who's site they visited.
In display advertising in general, I'd make sure you've got a clear call to
action.
Obviously, if you're using remarketing you've got the advantage
of specifically knowing which pages those users visited, you could try
making your ads as specific to that content on your site and those products
and those pages.
This will just help the ads seem more relevant and
hopefully get a better level of engagement.
When you split test your ads, obviously it's not the same as split testing
on a search campaign.
Split test and test things like your destination URL
and which ads convert best.
Don't test on CTR.
Those are 10 tips which can help you make sure your display advertising is
successful.
If you've got any questions, you can find me on Twitter, or
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