Hi, I'm Sam and today I want to talk to you about the benefits of the
Hi, I'm Sam and today I want to talk to you about the benefits of the

Display Network with Google.
Display Network with Google.

The first thing I want to look at is the types of targeting that you can
The first thing I want to look at is the types of targeting that you can

use when it comes to using the Display Network, and the first of that is
use when it comes to using the Display Network, and the first of that is

the contextual targeting.
the contextual targeting.

What this essentially means is that Google will
What this essentially means is that Google will

determine which websites they will show your adverts on based on the types
determine which websites they will show your adverts on based on the types

of keywords that you've put into the campaign.
of keywords that you've put into the campaign.

So it's not you specifying the websites, it's Google will determine which
So it's not you specifying the websites, it's Google will determine which

websites your adverts will go on based on the type of content on that
websites your adverts will go on based on the type of content on that

particular site.
particular site.

On the other hand, you've got placement targeting, and with placement
On the other hand, you've got placement targeting, and with placement

targeting you can actually specify which types of websites and the actual
targeting you can actually specify which types of websites and the actual

websites you want your adverts to appear on.
websites you want your adverts to appear on.

So if you already know the types of websites that your potential customers
So if you already know the types of websites that your potential customers

frequent, you can look to see if they're opted into the Display Network,
frequent, you can look to see if they're opted into the Display Network,

and then you can actually specify that you want your adverts to appear
and then you can actually specify that you want your adverts to appear

on these particular sites.
on these particular sites.

There's also additional targeting that you can use when it comes to the
There's also additional targeting that you can use when it comes to the

Display Network, and within that you can get interest targeting.
Display Network, and within that you can get interest targeting.

So that's based on the types of interests that your
So that's based on the types of interests that your

potential customers have got.
potential customers have got.

Now that's determined based on their user search
Now that's determined based on their user search

queries, their history, and also their ad preference manager where you
queries, their history, and also their ad preference manager where you

can actually go in as any kind of Internet user can use.
can actually go in as any kind of Internet user can use.

You can go into Google and specify the types of
You can go into Google and specify the types of

interests that you've got, so that you're only receiving adverts based on
interests that you've got, so that you're only receiving adverts based on

those interests.
those interests.

Secondly, you've got topics.
Secondly, you've got topics.

Now although this sounds very similar to interests, it's actually slightly reversed,
Now although this sounds very similar to interests, it's actually slightly reversed,

so it's not based on the audience, it's based on the websites.
so it's not based on the audience, it's based on the websites.

So if you're looking to target topics such as sports or education or fashion for
So if you're looking to target topics such as sports or education or fashion for

example, you're telling Google that these are the types of topics that you
example, you're telling Google that these are the types of topics that you

want your ads to appear on, and then Google will determine which websites
want your ads to appear on, and then Google will determine which websites

to place your adverts on based on those particular topics.
to place your adverts on based on those particular topics.

You've also got the geographic and location targeting.
You've also got the geographic and location targeting.

Now that's pretty self-explanatory.
Now that's pretty self-explanatory.

And then finally you've got demographic targeting, so you can look at
And then finally you've got demographic targeting, so you can look at

targeting your adverts based on websites that are based on your audience,
targeting your adverts based on websites that are based on your audience,

based on their age, their gender, or their parental status.
based on their age, their gender, or their parental status.

Now I kind of see this demographic targeting increasing
Now I kind of see this demographic targeting increasing

more and more over the years as Google finds out more and more about the types
more and more over the years as Google finds out more and more about the types

of visitors that are visiting websites.
of visitors that are visiting websites.

So that could get more and more targeted as we go on.
So that could get more and more targeted as we go on.

One of the other benefits of using the Display Network is high profile
One of the other benefits of using the Display Network is high profile

websites.
websites.

Now I don't know about you, but I've often browsed websites that
Now I don't know about you, but I've often browsed websites that

you kind of look at on a day-to-day basis, and you see adverts from
you kind of look at on a day-to-day basis, and you see adverts from

companies and you think, "How are you affording to advertise on those types
companies and you think, "How are you affording to advertise on those types

of sites?"
of sites?"

Now this is where the Google Display Network comes in, because
Now this is where the Google Display Network comes in, because

you can get your adverts appearing on these really high profile websites at
you can get your adverts appearing on these really high profile websites at

quite a little cost.
quite a little cost.

We'll come on to look at bidding strategies in a little while here.
We'll come on to look at bidding strategies in a little while here.

But just remember that you can actually get your
But just remember that you can actually get your

websites on these high profile websites, and it's not going to cost you an
websites on these high profile websites, and it's not going to cost you an

absolute fortune.
absolute fortune.

One of the other things that you can use with the Display Network, which I
One of the other things that you can use with the Display Network, which I

think is really good, is you can reinforce your brand message.
think is really good, is you can reinforce your brand message.

So you can create captivating adverts that you don't
So you can create captivating adverts that you don't

necessarily get the same feel when you're just doing your standard search
necessarily get the same feel when you're just doing your standard search

campaigns within the Google search listings, because you can't have the
campaigns within the Google search listings, because you can't have the

images and so forth.
images and so forth.

So being able to use the Display Network, you can actually
So being able to use the Display Network, you can actually

create those images that you really want, have them bright, have them
create those images that you really want, have them bright, have them

engaging, have them eye catching so that when people are actually
engaging, have them eye catching so that when people are actually

visiting these different websites, your advert is the one that stands
visiting these different websites, your advert is the one that stands

out in the corner.
out in the corner.

Your advert is the one that people want to actually click
Your advert is the one that people want to actually click

on and come to through to your website.
on and come to through to your website.

You've got control over the types of ads that you put on
You've got control over the types of ads that you put on

there, and how your ads look, and reinforcing that brand message, keeping
there, and how your ads look, and reinforcing that brand message, keeping

it all within your brand colours, and keeping that message reinforced
it all within your brand colours, and keeping that message reinforced

across every website that your ads are going to go on.
across every website that your ads are going to go on.

Next, I just want to look at the different bidding strategies.
Next, I just want to look at the different bidding strategies.

Now one of the really good things with the Display Network
Now one of the really good things with the Display Network

is that you've got two options for how you want to bid.
is that you've got two options for how you want to bid.

You can either bid on cost per thousand impressions, so that's how many times your
You can either bid on cost per thousand impressions, so that's how many times your

ad gets seen.
ad gets seen.

Or the bit that I really like is you can actually bid on a cost
Or the bit that I really like is you can actually bid on a cost

per click strategy.
per click strategy.

So your ad could get seen by thousands and thousands
So your ad could get seen by thousands and thousands

and thousands of viewers, but until somebody actually clicks on that advert,
and thousands of viewers, but until somebody actually clicks on that advert,

you don't get charged a penny.
you don't get charged a penny.

So for me, the cost per click bidding within the Display Network is
So for me, the cost per click bidding within the Display Network is

absolutely key, because you're getting all that brand message out and your
absolutely key, because you're getting all that brand message out and your

ads are being seen by all these different people, but, again, you don't pay
ads are being seen by all these different people, but, again, you don't pay

a penny until somebody actually clicks on it.
a penny until somebody actually clicks on it.

And next up I want to look at view through conversions.
And next up I want to look at view through conversions.

Now this is something that was launched a while back,
Now this is something that was launched a while back,

and as long as you've got AdWords conversion tracking set up, and by that I
and as long as you've got AdWords conversion tracking set up, and by that I

mean that you're not using the goal tracking within Analytics and importing
mean that you're not using the goal tracking within Analytics and importing

into AdWords.
into AdWords.

As long as you've got the actual AdWords conversion tracking
As long as you've got the actual AdWords conversion tracking

set up, what you can actually see now is if you've got your ad
set up, what you can actually see now is if you've got your ad

on a website and somebody doesn't click on it, but then they come back to your
on a website and somebody doesn't click on it, but then they come back to your

website in two or three weeks' time, for example, and they then convert,
website in two or three weeks' time, for example, and they then convert,

you can see how many times a particular ad has been shown and how many
you can see how many times a particular ad has been shown and how many

times that ad has potentially led to somebody coming back and converting with
times that ad has potentially led to somebody coming back and converting with

you, even though it's not a direct conversion from somebody clicking on
you, even though it's not a direct conversion from somebody clicking on

the ad.
the ad.

So even though sometimes your display campaigns may not look like they're
So even though sometimes your display campaigns may not look like they're

generating a load of conversions, if you're just looking at the conversion
generating a load of conversions, if you're just looking at the conversion

column, make sure that you're looking at the view through conversions
column, make sure that you're looking at the view through conversions

because they could be actually aiding somebody to actually come and convert
because they could be actually aiding somebody to actually come and convert

at a later date.
at a later date.

And then finally within AdWords and Analytics, you've got a massive
And then finally within AdWords and Analytics, you've got a massive

reporting suite when it comes to looking at how your Display Network
reporting suite when it comes to looking at how your Display Network

campaigns are working.
campaigns are working.

My favourite report is the placement report.
My favourite report is the placement report.

So what a lot of people are doing or should do is
So what a lot of people are doing or should do is

when you're first getting started with this Display Network you should start
when you're first getting started with this Display Network you should start

off with contextual targeting settings for your campaign so that you're
off with contextual targeting settings for your campaign so that you're

actually saying, "Google you place my adverts on where you think is relevant
actually saying, "Google you place my adverts on where you think is relevant

based on the types of keywords I've got in my campaigns."
based on the types of keywords I've got in my campaigns."

And then with using the placement report, you can scan down there and see right,
And then with using the placement report, you can scan down there and see right,

okay Google have placed me here, here, here, and here.
okay Google have placed me here, here, here, and here.

This one's working really well for me.
This one's working really well for me.

I've got loads of conversions or view through conversions.
I've got loads of conversions or view through conversions.

This one's really not.
This one's really not.

This particular site here I really don't want to have any association to at
This particular site here I really don't want to have any association to at

all.
all.

So using the placement report, you can (a) find the sites that are working
So using the placement report, you can (a) find the sites that are working

really well for you and move them from your contextual targeted campaign
really well for you and move them from your contextual targeted campaign

and put them in placement targeted campaign, because you know these ones
and put them in placement targeted campaign, because you know these ones

are working really well for you.
are working really well for you.

Then what you can also do from that list is uncover the ones that you don't want to
Then what you can also do from that list is uncover the ones that you don't want to

have any association with, and you can use the Site Exclusion tool to put
have any association with, and you can use the Site Exclusion tool to put

the placements in there so that Google won't actually display your ads on
the placements in there so that Google won't actually display your ads on

those sites anymore, so that you're continuously refining your Display
those sites anymore, so that you're continuously refining your Display

Network campaign , and the reporting suite is there to sort of aid and
Network campaign , and the reporting suite is there to sort of aid and

help you along with that.
help you along with that.

My final point I want to make is the Google Display Network alone reaches
My final point I want to make is the Google Display Network alone reaches

92% of Internet users.
92% of Internet users.

So if you're not utilising the Display Network at
So if you're not utilising the Display Network at

the moment, you're missing out on a huge potential consumer base that you
the moment, you're missing out on a huge potential consumer base that you

may not be tapping into already.
may not be tapping into already.

So it's definitely something that would be on my marketing checklist for 2014 into 2015,
So it's definitely something that would be on my marketing checklist for 2014 into 2015,

if you're not already.
if you're not already.

If you've got any questions or you want help with setting up a display
If you've got any questions or you want help with setting up a display

campaign, please do get in touch with us on the contact details below, thank you very
campaign, please do get in touch with us on the contact details below, thank you very

much for watching.
much for watching.