Week 3: Search Engine Marketing - GDN Strategies PDF

Search Engine Marketing Week 3 Agenda Google Display Network GDN: Targeting Options GDN: Ad Formats GDN Campaign Creation - Demo Remarketing - Website, App users Guidelines to Participate A quiet room, headphones on, and minimal external disturbance is all you will require to...

Search Engine Marketing Week 3 Agenda Google Display Network GDN: Targeting Options GDN: Ad Formats GDN Campaign Creation - Demo Remarketing - Website, App users Guidelines to Participate A quiet room, headphones on, and minimal external disturbance is all you will require to make the most of this session. Keep a notepad and pen handy. Note down important points or questions that you would like to ask in it. Maintain it for your own reference. SEM is a highly detailed area of digital marketing and it is important to have a robust understanding of the underlying concepts at start. This session has a theoretical and practical component. It is recommended to pay close attention to the theory and follow it up with practical application. Google Display Network What is GDN? Google Owned Ads in various formats Google AdSense Properties: across devices: Inventory: Text Image Video Rich Media GDN consists of over 3 million partner websites and mobile apps. What is GDN? https://www.youtube.com/watch?v=omXFdKYLRW0&t=1s Why GDN? Media Usage in an internet minute as of August 2020 Why GDN? Time Spent On Search vs GDN When You Don’t Search... You... GDN Reach > 90% of Internet Users 95% Reach #1 in Desktop 82.7% Reach #1 in Mobile 94.5% Reach #1 in Multi- platform Reaching the Right Audience  Discussion CTR is generally lower in GDN compared to GSN. Why? Because people have different goals when they are on the Display pages. People on GDN pages are browsing through information, and not searching for information with keywords. So, a low CTR on GDN doesn’t mean your ads are not performing well. Does ad performance on GDN affect ad performance on, QS, CPCs or Ad Position on GSN? No. Display Campaigns - Targeting GDN: Targeting Options Targeting on GDN Focus on Certain Types of People: Audience – Audience – Demographics Focus on Certain Moments: Contextual Targeting – Keywords – Topics – Managed Placements  Content Targeting - KW & Topic dog food Webpages food for dogs Apps pet food Videos branded dog food Video channels dog food online best dog food complete dog food Content Targeting - Placement I want my ads to show ONLY on these specific places. (Places can mean websites, parts of a website, apps, videos, video channels etc.) Targeting Options People Targeting (Recommended): Affinity Intent Remarketing Demography Content Targeting (Optional) Affinity Audience In-Market Audience Life Event - Segment Custom Audience Segment Remarketing Audiences Interest Targeting and Remarketing are now unified under the ‘Audiences’ page. Audience page includes: – Affinity audiences, custom affinity audiences, and in-market audiences. – Remarketing and similar audiences Targeting Expansion Overview Of Targeting Options Targeting Options How to use it When to use it Goal Contextual Targeting Select Keywords/Topic You want to reach people Direct Response – Traffic to target ads on web engage with pages or Conversion content focused on particular topic Placement Targeting Manually select You want to reach a Branding placements on pages targeted audience in a where you want your ads specific set of to appear environments Interest Targeting Select Categories to focus You want to reach a Branding audience who have broad audience having Direct response specific subject of certain set of interest interest Remarketing Target people who You want to reconnect Direct Response - Traffic visited your website but to build brand loyalty or Conversion didn't not convert and cement your brand message Audience Manager A new centralised place for audience targeting. Data sources available for Google Ads tag-based Remarketing lists and YouTube remarketing lists. Create remarketing lists for website visitors and YouTube user lists here. Content Exclusions Content Exclusions help you prevent your ads from showing next to certain categories of websites, videos, and apps that may not fit your brand. Targeting & Observations In GDN Campaigns, Targeting & Observations can be used for: – Audiences – Placements – Topics In GSN Campaigns, it can be used for audiences. Observations are unavailable in video campaigns. Display Ad Formats Responsive Display Ads Responsive display ads are the default ad type for the Display Network. They can be used in standard Display campaigns as well as Smart Display campaigns. To create a responsive display ad, upload your assets (images, headlines, logos, videos, and descriptions), and Google will automatically generate ads to be shown on the Google Display Network including Youtube & Gmail Image Ads Image Ads - If you have the design resources to create your own display ads from scratch, then by all means - take the uploaded route. HTML Ads HTML5 Ads - Ads that use HTML5 files created in Google Web Designer to create attention-catching, interactive ads. You can design and build HTML5 advertisements and other web content in Google Web Designer's integrated visual and code interfaces, then export and upload the files in.ZIP format when you create your campaign. Requirements for using HTML5 ads You should be able to gain access to HTML5 ads in your Google Ads account once your account has generated sufficient history and has met the following requirements: Account has been open for more than 90 days. Account has more than USD 9,000 total lifetime spend. Check HTML 5 ad specifications Account has a good history of policy compliance. Download Google Web Designer Display Ads Creative - Best Practices Use High Quality images - Images help users understand your business, products. and brand. They are critical to ads that perform well. For best results, avoid images that are blurry, skewed, upside-down, unclear, include a border, color-inverted, or excessively Click Here for More Info filtered. Avoid overlaid Text & Logos Do not overlay buttons Make your product or service the focus of the image Avoid collage images Avoid digital composite backgrounds Use clear and compelling headlines and text Include prices, promotions, and exclusives Provide a relevant landing page Create 3 to 4 ads per ad group GDN Campaign Creation Demo 1. Select Campaign Goal When you set a goal, you will see suggested campaign settings to help you achieve that goal. Not selecting a goal gives you the option to construct a campaign step-by-step without a goal’s guidance. 2. Select Campaign Type 3. Select Campaign Sub-Type 4. Campaign Settings 5. Set Bid Strategy & Budget 6. Ad Rotation & Ad Scheduling 7. Device Targeting 9. Content Exclusions 10. Targeting People Targeting: Affinity Intent Remarketing Demography 11. People Targeting - Affinity 12. People Targeting - Intent 13. People Targeting - Remarketing 14. People Targeting - Demographic 15. Content Targeting - Keywords Audience targeting lets you target ads to people based on their interests of sites they visit. Content targeting shows ads on content (web pages, apps and videos) directly related to your keywords. This option may significantly narrow your reach. 16. Content Targeting - Topics 17. Content Targeting - Placements 18. Targeting Expansion 19. Create Ads 20. Upload Display Ads 21. Responsive Display Ad 22. Publish Campaign Remarketing What is Remarketing Remarketing is a way to connect with people who previously interacted with your website, Youtube Channel or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase. Why Remarketing? 96% 70% of people who visit a of shoppers abandon website leave without their shopping cart completing the rather than follow actions marketers through with their want them to take. transaction. Remarketing Benefits Improving brand recall Improves conversion rates Improves relevancy of ads (Custom message as per user behaviour on your website/ blog) Specific Audience targeting (e.g who did not complete desire action or visited specific page or section of website) Ways to Remarket with Google Ads Standard remarketing: Show ads to your past visitors as they browse sites and apps on the Display Network. Dynamic remarketing: Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app Remarketing lists for search ads (RLSA) : Show ads to your past visitors as they do follow- up searches for what they need on Google, after leaving your website. Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps. Customer list remarketing: With Customer match, you can upload lists of contact information that your customers have given you. When those people are signed into Google, you can show them ads across different Google products. Remarketing Set up Steps to set Remarketing campaign 1. Collect Audience 1. Select Campaign - Adgroup and link audience 1. Create custom message as per audience behaviour on your website/blog Remarketing Set up - Collect Audience Use Audience Manager to create remarketing lists. Remarketing - Website Visitors Global Site Tag needs to be added on all the pages of the website. Remarketing - App Users Start by linking your Google Ads account to the Google Play Developer account for your app. You'll get access to automatically generated remarketing lists for the apps published by the Play developer account. These lists will appear in the Shared library of the Google Ads account. You’ll need administrative access to a Google Ads account in order to request and manage links to a Google Play developer account.  Remarketing You may also use a custom combination to create a remarketing list. A remarketing list can also be created using data of users who interacted with your YouTube channel or videos. Thanks