Today’s Google Display Network

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “.” The following is the transcribed Streamcap from the live chat:

Q1: What are the major changes that advertisers need to understand in regards to Enhanced Campaign Display campaigns?

  • You have to target tablets, but you can still control OS targets. – Heather Cooan (@HeatherCooan)
  • Tablets can often stink for Display. And now they are on by default with full bids. Might need to reduce bids. – Jeremy Brown (@JBGuru)
    • Can also combat with bid multipliers at GEO/Day Part based on AOV, etc. – Heather Cooan
      • Can also combat by pulling Display dollars from Google and shifting elsewhere. – Jeremy Brown
  • Good luck converting mobile display traffic. It’s a lot of accidental clicks. – Neil Sorenson (@iNeils)
    • Save it for branding and opt out of aps and exclude, exclude, exclude budget eating placements. – Heather Cooan
  • Creating a viable strategy for Tablets is a must, even if the CPAs suck. – Gil Hong
  • Enhanced Campaigns for Display allow you to target by context, time of day, location and device. – Jonathan Levey (@jlevey)
  • Need to come up with different strategies for mobile/tablets. – Christina Hall (@Chrissie_Hall85)
  • One I’ve heard is using Enhanced CPC bidding with lower bids (from an Adwords rep). – Jeremy Brown
  • Be careful with eCPC with that 30% over max CPC function it can be costly. – Heather Cooan

Q2: What is your ideal mix of targeting for the Display Network? Why?

  • Depends on client & goals. If super-ROI focused, then less Display. If more growth-focused, then Display bigger. – Jeremy Brown
  • Generally combine 2 types of targeting for each ad group – topic/kw, interest/topic, placement/kw, etc. – Timothy Jensen (@timothyjjensen)
    • Agreed. Having 2 types of targeting overlap seems to give best performance IMO. Enough traffic, yet still targeted. – Michelle Morgan (@michellemsem)
      • Of course bid modifiers add a whole new dynamic to targeting options too. – Timothy Jensen
  • Obviously remarketing is the best targeting IMHO, but a targeted managed placement campaign can perform well. – Matt Umbro (@Matt_Umbro)
  • Automated, managed & Topics/Interests – easy to manage & choose topics. Remarketing is a must as well! – Christina Hall
  • Depends on the need for branding. For me, historically Display has performed poorly for e-commerce. – Jeff Loquist (@jmloquist)
  • Managed placements for ROI, contextual for scouting new placements, of course remarketing, & then small interest/topic tests. – Luke Alley (@LukeAlley)
  • My ecom clients spend like 60% of their budget on display and it converts at acceptable margins. Don’t blanket discount! – Heather Cooan
  • Placement, Remarketing, and Geographic targeting. – Jonathan Levey
  • Remarketing and topics make sure users are in the right frame of mind and poised to convert! – Niki Grant (@TheNikiGrant)
  • Ideal mix would have to be with Remarketing, high value placements, and SCM. – Gil Hong (@ghong_ssm)
  • I tend to do a lot of overlays. Topic/Audience, Topic/Keyword, Placement/Audience, Placement/Interest Cat. – Heather Cooan
  • For pest control co, running ads about ant control-may target people with pest control “interest” & kw specific to ants. – Timothy Jensen
  • Has anyone seen success w/ mnged placements? Every time I use them (compared to auto) I see WAY less traffic. Despite bidding more. – Neil Sorenson
    • Yeah, you’ll get less traffic but I see higher conversion rates if I can balance cost. – Heather Cooan
    • Some success, I’ve had a few clients where I’ve found the ideal placements & the campaign worked extremely well. – Matt Umbro
    • I have seen success with managed placements before. Make sure to use qualified ads & image ads etc. – Christina Hall
    • Same here. Imp. volume always seems to be far lower once I make a site mngd. Even after large imp #s as an auto placement. – Michelle Morgan
    • I’ve noticed the same pattern in reduced traffic with managed placements. Contextual has worked better for me. – Nicole Mintiens (@Tregesy)
    • Definitely depends on the placements/campaigns. Can work well for product w niche following – magazine, blog sites, etc. – Timothy Jensen
    • Was discussing this with Heather Cooan just the other day. Bidding higher generally is only option. – Luke Alley
    • You have to move that managed placement to a new ad group or you end up overlaying it with kw’s. – Heather Cooan

Q3: Google just announced dynamic remarketing where as visitors will see the products they viewed across the Display Network. Have you run any Dynamic Remarketing campaigns? What are your thoughts?

  • Have not tried Dynamic Remarketing yet. Isn’t it only for E-Commerce sites? – Jonathan Levey
  • They can work well, but I wonder how far Google is behind other players like Criteo, Ad Roll, BuySight, etc.? – Jeremy Brown
  • Dynamic remarketing has been awesome for our ecomm clients – it’s almost standard now to implement in new campaigns. – Matt Umbro
  • Just started a couple of them the other day. Excited to see the results! – Gil Hong
  • The templates and designs could use some work, but the results have been great so far. – Matt Umbro
  • I run and have had good success with other non-Google Dynamic campaigns…Getting ready to set up a Google one this week. – Jeff Loquist
  • Mixed reviews, I’d rather use MyBuys or another third party for this. Better dynamic/Interactive creative robust metrics. – Heather Cooan
  • Haven’t run dynamic remarketing either, but I think it is very beneficial for ecom clients. – Christina Hall
  • I wonder how their inventory (network size) and algos stack up (especially the recommendation engine). – Jeremy Brown
  • I am interested to see Google ad templates…they have not impressed me with display ads in the past. This has been my biggest issue so far, implementation has been a bear. – Jeff Loquist
    • Adding the custom parameters is the bottleneck…having said this I don’t know the full scope of implementation. – Matt Umbro
      • As long as the products match up they should be fine. Probably not that pretty, but fine. – Jeff Loquist
  • We had a few clients in the beta, but will have to see how difficult it is for other clients to set up. – Jeremy Brown
  • Dynamic Remarketing has been great for me. But implementation is rough, to say the least. Especially as an agency. – Neil Sorenson
  • We’ve only just started working with a few Ecommerce sites but like the sound of it. – Niki Grant

Q4: Are you utilizing all Display Network ad formats? What are some features that make great ads?

  • Rich media ads do well for us, movement catches eyeballs. – Heather Cooan
  • I like to use the suggested ads as a start & go from there. I have seen some good results & am looking forward to new features. – Christina Hall
  • Anyone seeing volume on the new larger ad formats? I feel like only supported on few sites. – Jeremy Brown
    • I see volume with the 300×600 size. – Jeremy Brown
  • We use GIF and image ads and video on YouTube – 13p ish per view and can use YouTube to create remarketing lists which is handy! – Niki Grant
  • Found that text ads control costs better than image/rich media. Start w/ text, expand to image/RM once we find good placements. – Luke Alley
  • We have been using flash formats and a few GIFs, the movement has increased CTRs fo’ sho’. – Jeff Loquist

Q5: Aside from frequency capping, how do you combat ad fatigue on the Display Network?

  • Have different ads and use scheduling throughout the day to artificially rotate. – Steve Cameron (@adventcom)
  • Switching up the ads. – Luke Alley
  • Update ads constantly – change headlines, images, colors, fonts etc. – Christina Hall
  • New creative when possible. – Jeremy Brown
  • Realistically, I try and have image ads refreshed every couple of months, but we all know resources can be tricky. – Matt Umbro
  • Make updates frequently. New promos, images, etc. Never hurts to test new ads anyway. – Jeff Loquist
  • Don’t target millions of sites, only relevant ones. Also, if your ads are good enough, people won’t mind seeing them. – Niki Grant
  • Rotating in fresh ad copy/images. Not to mention you can ad schedule more specific ads catered by day. – Gil Hong
  • Creative stacks and frequent refreshes/testing. – Heather Cooan
  • New ads seems to do the trick. Just curious – how many of you use GDN Display Ad Builder to make new creative? – Franco Puetz (@FrancoPuetz)
    • Not if I can help it as we have an in-house developer. You can tick a text ad & generate display ad which is quicker! – Niki Grant
    • They work just fine for Remarketing. – Luke Alley
    • Really annoying that Display builder ads are not supported in the API. – Jeremy Brown
    • I use the Ad Builder, usually the suggested ads & customize as much as I can. – Christina Hall
    • The Display Ad Builder has definitely gotten easier and more powerful to use over time, but not as useful at scale. – Gil Hong
  • Precise segmentation – for remarketing, ensure ads for specific categories only hit people who went to those sections on site. – Timothy Jensen

Q6: Please share a tip or trick you’ve learned with Display Network campaigns. Why is this tip or trick important?

  • Block "Showing ads on mobile apps" for every Display campaign (unless promoting a mobile app). And Block this domain adsenseformobileapps com – Jeremy Brown
  • Segmenting valuable placements into their own campaigns! More precise data is always a good thing. – Gil Hong
  • When you start to pull your hair out look at assists! They could be and often are contributing behind the scenes. – Heather Cooan
    • Agree. Display often has good assist ratio. Look at GA data. – Jeremy Brown
  • Create seperate ad groups for the different ad formats (most like seperate text and image groups). You can better control costs by ad format by segmenting out. – John Lee (@John_A_Lee)
  • Negative placement lists. Don’t make the same mistakes twice if you’re going to use broader targeting. – Neil Sorenson
  • DN often will have lower quality leads (not always though) but the lower CPC can lead to a better CPA and ROI. – Luke Alley
  • More of a tip, but make sure you exclude the garbage from your automated placements – for performance AND for brand perception. – Franco Puetz

Resources

More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Christina Hall (@Chrissie_Hall85)
• Franco Puetz (@FrancoPuetz)
• Gil Hong (@ghong_ssm)
• Heather Cooan (@HeatherCooan)
• Jeff Loquist (@jmloquist)
• Jeremy Brown (@JBGuru)
• John Lee (@John_A_Lee)
• Jonathan Levey (@jlevey)
• Luke Alley (@LukeAlley)
• Michelle Morgan (@michellemsem)
• Neil Sorenson (@iNeils)
• Nicole Mintiens (@Tregesy)
• Niki Grant (@TheNikiGrant)
• Steve Cameron (@adventcom)
• Timothy Jensen (@timothyjjensen)
 

Today’s Streamcaps

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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