Learn new techniques and processes to advance your management of Google Display Network campaigns. Everything from planning with personas to researching placements and "dumpster diving" for performance gold in existing GDN campaigns. It's all here, and it's all sexy.

1. @john_a_lee
#heroconf
How Display
Advertising is
Bringing Sexy Back
P R E S E N T E D BY J O H N A . L E E
M A N A G I N G PA RT N E R – C L I X M A R K E T I N G
H E RO C O N F – A P R I L 2 9 , 2 0 1 4

2. @john_a_lee
#heroconf
Who the Heck Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
◦ Emphasis on “Geek”
Prior Sentences Served:
◦ Hanapin Marketing
◦ Wordstream
Writer:
◦ Search Engine Watch, ClickZ, Clix
Marketing Blog, Acquisio Blog, PPC
Hero
Speaker:
◦ SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search

3. @john_a_lee
#heroconf
Major Hat-Tip
to Portent’s
Headline
Generator
Need ideas and an LOL?
portent.com/tools/title-maker/

4. @john_a_lee
#heroconf
Google Display Network
aka GDN

5. @john_a_lee
#heroconf
Personas &
Display Planning
HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

6. @john_a_lee
#heroconf
Personas Help. A Lot.
Image source: http://bit.ly/1ixNkpA

7. @john_a_lee
#heroconf
Why Personas?
Display, like social advertising, is about the “WHO.”
Personas guide brainstorming for:
◦ Ad message and offer.
◦ Image ad design.
◦ Targeting models: contextual, topic, interest category, placement, etc.
Doesn’t have to be complicated.
◦ Place persona concepts in a spreadsheet to keep it organized.
◦ Columns for age, gender, general descriptions, career info, specific
messaging, offers.
◦ Rows for individual personas.

8. @john_a_lee
#heroconf
Do Your
(Placement)
Research
HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

9. @john_a_lee
#heroconf
How Do You Find Placements?
Display Planner within AdWords.
Dumpster dive for data from existing GDN campaigns.
Manual labor! Plug in top performing keywords into SERPs.
◦ Do any of the top ranking sites have GDN ads?
Any stellar blogs or online publications in your vertical?
◦ Do they have GDN ads?

10. @john_a_lee
#heroconf
Display Planner
Segment by location, placement type, language, ad sizes, etc.
See websites, mobile apps and video placements.
Create a “plan” of placements and upload directly to AdWords.

11. @john_a_lee
#heroconf
Dumpster Dive!

12. @john_a_lee
#heroconf
Manual Labor Anyone?

13. @john_a_lee
#heroconf
Take Control with
Demographics
HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

14. @john_a_lee
#heroconf
Use Demographic Overlay to
Hone Traffic
Age, Gender, Household Income

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#heroconf
Beware the Beast
that is Mobile
HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

16. @john_a_lee
#heroconf
Tame the Mobile Beast
Enhanced Campaigns mean
targeting tablets by default.
Mobile bid modifiers for smart
phones.
Use site exclusions to eliminate
*most* mobile apps.
Mobile preferred text ads.
Mobile specific image ad sizes.

17. @john_a_lee
#heroconf
These 3 Site
Exclusions
Will Change
Your Life Adsenseformobileapps.com
Anonymous.google
Appspot.com
You can thank me later.

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#heroconf
Mobile Ad Unit
Considerations

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#heroconf
When the GDN
Just Isn’t Enough…
HOW DISPLAY ADVERTISING IS BRINGING SEXY BACK

20. @john_a_lee
#heroconf
There’s Always More!
Remarketing
◦ Remarketing on the GDN is it’s own panel…
◦ AdRoll, PerfectAudience, Criteo, Simplifi, etc., etc..
General Display
◦ Simplifi, The Trade Desk, AdPulseMedia, etc., etc..
Mobile Display
◦ AdMob (though you can touch on much of this through the GDN)
Vertical / Business Related
◦ Bizo, Business.com, SpiceWorks, etc., etc.

21. @john_a_lee
#heroconf

22. @john_a_lee
#heroconf
Don’t Fall Prey to
Search & Display Select
New feature from
AdWords.
Combines Search and
Display (in a limited
format).
Is the new default
setting.
Difficult, nay,
impossible to fix if
missed.
◦ Have to delete and
create another
campaign.

23. @john_a_lee
#heroconf
Keep Your Eyes & Ears Open
for Awesome Beta Features
First rule of AdWords beta club is you can‘t talk about AdWords beta
club.
That being said…
There are awesome beta features for the Google Display Network.
Contact your Google reps to discuss and sign your own damn NDA!

24. @john_a_lee
#heroconf
Thank You!
Have Questions?
Find me at #HeroConf and let’s talk!
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com