This document provides an overview of Google Display Network (GDN) advertising presented by Jacob Erdei. The key points are: 1. Most people fail on GDN because they try to target too broadly without refining their targeting. GDN requires combining multiple targeting methods like keywords, topics, demographics and interest targeting to focus on the most profitable audiences. 2. There are important differences between search and display advertising, like how quality score works and the ability to use images, demographic and interest-based targeting. 3. The presentation provides examples of how to effectively target on GDN by combining keywords, topics, placements, demographics, affinity audiences and in-market audiences. 4.

1. Why You Failed on Adwords Display &
Hidden Secrets Explained
August 18th, 2015
Presenter:
Jacob Erdei
Conversion
Optimization
Web Analytics

2. Digital Marketing Minnesota
Introduction
The group background
Speaker - Jacob
Discussion & questions
Agenda

3. Digital Marketing Minnesota
Introduction
Digital marketing is marketing that makes use of
electronic devices such as personal computers,
smartphones, cellphones, tablets, TV and game
consoles to engage with stakeholders.

4. Digital Marketing Minnesota
Introduction
Conversion
Optimization
Mobile
Web Analytics
Online
Advertising
SEO
Development
Social Media
Email
Strategy
EcommerceLocal

5. Digital Marketing Minnesota
Organizers
Robert Flournoy
Performance-driven sales and lead generation
Driven $70 million in online revenues
Jeff Kemnitz
Has worked on client & agency side
Grew ecommerce business from $1 million to $4 million
Jacob Hagberg
2013 drove $1 million in Amazon affiliate sales
SEO / Reputation management for national brands
Introduction

6. Digital Marketing Minnesota
What is the group all about?
Professional development & networking
Keep you on the forefront of digital marketing
Enriching your & our collective knowledge
I Started Group 7 yrs ago to meet others, help others and
expand my own knowledge
Introduction

7. Digital Marketing Minnesota
Optional: Top Display Pain Point?
(in 7 seconds or less)
Introduction
10 Seconds – Introduce Yourself
First & last name
What you currently do / background…

8. Digital Marketing Minnesota
Introduction
Want to present?
Let us know…

9. Digital Marketing Minnesota
Speakers
Presenter:
Jacob Erdei

10. MarketingPlayBook.Co
Adwords Display Overview and Tactics
By Jacob Erdei
MarketingPlayBook.co

11. MarketingPlayBook.Co
Umm?
“I’ve Never Spoken with Someone Making
Money on the display side”

12. MarketingPlayBook.Co
Umm?
“I’ve Never Spoken with Someone Making
Money on the display side”
Quote From: My Adwords Rep

13. MarketingPlayBook.Co
GDN (Google Display Network)
Why do most people
fail on GDN?

14. MarketingPlayBook.Co
GDN (Google Display Network)
They Try and take a Drink from a
Fire Hose

15. MarketingPlayBook.Co
GDN
According to Google
GDN includes over 2
million sites that reach
over 90% of global
internet users

16. MarketingPlayBook.Co
Differences Between Search and Display
•Quality Score Hidden
•Demographic Targeting
•Keyword targeting works differently
•Ability to use images
•Ability to assign ad placements
•Ability to exclude display partners
•CPM bidding
•Topic based targeting
Interest based targeting – Affinity Audiences / In Market /
remarking lists and similar to remarketing lists
Most importantly it’s interruption based advertising as the
person may not be in buying mode.

17. MarketingPlayBook.Co
Measuring QS
With CPC Bidding the only indicator is the
Relative CTR Column
Relative CTR of 1x means you are
average across the network.
I rarely focus on this metric except to
gauge the audience interest in the product
Relative CTR viewable is on the campaign
and adgroup level.

18. MarketingPlayBook.Co
Keyword Targeting
Keyword targeting will trigger your ad when that
keyword is present on the page.
Example: Virus
I may show on a page about computer viruses or I
may show on a page about Ebola
Keyword targeting alone will have you showing for
millions of unrelated impressions.
When possible I start with 2 and 3 keyword
combinations

19. MarketingPlayBook.Co
Demographic Targeting
Gender:
•Male
•Female
•Unknown
Age:
•18-24
•25-34
•35-44
•45-54
•55-64
•64+
Demographic Targeting lets you target specific genders and age groups
Parental Status:
•Parent
•Not a Parent
•Unknown
It’s worth mentioning that targeting
parents and not a parent is limited to
specific countries and the volumes
are low.

20. MarketingPlayBook.Co
Topic Based Targeting
Autos & Vehicles - Campers & RVs / Motorcycles / Trucks
Beauty & Fitness - Cosmetic Surgery / Skin & Nail Care
Hair Care - Hair Loss
Business & Industrial - Event Planning / Moving & Relocation
Computers & Electronics - Antivirus & Malware / Camera &
Photo Equipment
Finance - Auto Financing / Auto Insurance / Home Insurance
Marketingplaybook.co/

21. MarketingPlayBook.Co
Interest Based Targeting – Re-marketing Lists
A re-marketing are lists created using a pixel from
Adwords for visitors who performed a certain
action such as landing on your website, clicking
an internal link or abandoning a checkout page.
Re-marketing is one of the simplest ways to get a
profitable campaign started on display.

22. MarketingPlayBook.Co
Interest Based Targeting
Similar to Re-marketing Lists
Allows you to reach fresh visitors whom Google
determines to have close characteristics.
No CLUE how Adwords determines “close
characteristics”
There is no keyword or topic needed for ads to
show to these visitors

23. MarketingPlayBook.Co
Affinity Audiences
Audiences allow you to reach visitors across the
Google Display Network who’ve demonstrated
specific interests, regardless of whether your ad
correlates with the particular topic of the page
they're currently on.

24. MarketingPlayBook.Co
Affinity Audiences Examples
Gamers - Casual & Social Gamers / Hardcore Gamers
Pet Lovers – Cat Lovers / Dog Lovers
Sports Fans – Baseball Fans / Football Fans
Travel Buffs - Family Vacationers / Luxury Travelers

25. MarketingPlayBook.Co
In-Market Audiences
In-Market Audiences are people actively
researching products and comparing products
Example: Amy has been searching multiple
makeup products. Google knows this and places
Amy into a in-market Audience group for
cosmetics
There is no keyword or topic needed for ads to
show to these visitors

26. MarketingPlayBook.Co
In-Market Audiences Examples
Apparel & Accessories - Handbags / Boots /
Luggage
Autos & Vehicles - Transmission Repair / Brake
Service & Repair / Motorcycles (New)
Baby & Children's Products - Child Car Seats /
Diapers & Baby Hygiene Products
Financial Services - Estate Planning / Student Loans
/ Mortgage Refinancing

27. MarketingPlayBook.Co
CPM Bidding
CPM bidding is Paying per 1,000 impressions
I will generally pull High CTR targets and try
CPM bidding

28. MarketingPlayBook.Co
Assign ad Placements
You can cherry pick websites you want your ads
to show on.
The Adwords Display Planner is good for finding
domains you can target.

29. MarketingPlayBook.Co
Exact webpages
Picking Exact Placements
Dog Training
A Top page in Google for “dog training guide”
webmd.com/dogs/guide/dog-training-obedience-
training-for-dogs
Domain.com/level-1/level-2/page.html

30. MarketingPlayBook.Co
Exclude Webpages and websites
The Magic Button

31. MarketingPlayBook.Co
Ad Formats
Text ads: According to Google 67.5% of all Display
ads are text ads
Image ads: There are a number of available sizes
and formats.
Adwords has a built in image creator for people to
easily and quickly create their own image ads.

32. MarketingPlayBook.Co
Controlling Traffic
Control the Flow

33. MarketingPlayBook.Co
Controlling Traffic
To Control Traffic you should be combining search options
together to nail your target market
Gender: Male
Topic: Hairloss
Age: 45-54
Gender: Female
Topics: Pets & Animals > Pets > Dogs
Affinity Group: Pet Lovers > Dog Lovers
Age 35-44:
Combine any number of topics, keywords, demographic, affinity
group together.

34. Where to Get Started
The easiest way to start on Display is to
use re-marketing lists.
These are people who have already
visited your website
Re-marketing lists are considered
Audiences

35. MarketingPlayBook.Co
Adwords Display Planner
Tools -> Display Planner

36. MarketingPlayBook.Co
Adwords Display Planner
Keyword: Dog Training
For ADGROUP Ideas
Topics:
•Pets & Animals > Pets > Dogs
•Pets & Animals > Animal Products & Services >
Pet Food & Supplies

37. MarketingPlayBook.Co
Adwords Display Planner
Keyword: Dog Training
placements:
•dog-obedience-training-review.com
•thehousebreakingbible.com
•loveyourdog.com
•dogtrainingbasics.com
•puppyintraining.com

38. MarketingPlayBook.Co
Adwords Display Planner
Keyword: Dog Training
Interests:
•Sports & Fitness > Outdoor Recreational
Equipment >
Affinity Audience:
•Pet Lovers > Dog Lovers
•Pet Lovers
•Pet Lovers > Cat Lovers

39. MarketingPlayBook.Co
Basic No No’s
•Combining image with text ads
•Zero demographic targeting
•Not excluding poor performing URLS or exact
placements
•Not excluding mobile traffic and
adsenseformobileapps.com

40. MarketingPlayBook.Co
Image Ads with Text Ads
Your image ads are going to perform differently
then text ads.
If image and text ads are showing on the same
page you won’t know which is performing better.

41. MarketingPlayBook.Co
Zero Demographic Targeting

42. MarketingPlayBook.Co
Excluding URLS

43. MarketingPlayBook.Co
Excluding Mobile Traffic and Apps
Setting -> Devices – Change to decrease by 100%
Display Network -> Red Targeting Button – Campaign Exclusions

44. MarketingPlayBook.Co
Putting it All together
I have a dog Training Kit I’m looking to Promote.
Here is how I can combine multiple targeting
methods to hone in on the most profitable
campaigns

45. MarketingPlayBook.Co
Dog Training
I have a dog Training Kit I’m looking to Promote.
Combine
Topics: Topic:886:Pets & Animals > Pets >
Dogs, Topic:379:Pets & Animals > Animal
Products & Services > Pet Food & Supplies
Affinity Group: Pet Lovers > Dog Lovers
I would now go a step further and group these
Topics and Affinity Groups with Gender and Age

46. MarketingPlayBook.Co
My Campaign May look like
Campaign name: Dog training
All adgroups targeting selected topics and affinity
groups
F-18-24
F-25-34
F-35-44
F-45-54
F-55-64
F-65+

47. MarketingPlayBook.Co
My Campaign May look like
Turns out F-35-44, F-45-54 converting the best
for you.
Pause the adgroups not performing.
Focus in on adgroups that are showing
conversions.

48. MarketingPlayBook.Co
My Campaign May look like
Duplicate winning ad groups and try with just the winning
placements. Re-test different demographics on just the winning
URL targets.
Dig into EXACT placements and kill off non converting
webpages.
Optimize images for highest conversions.
Kill off placements not converting over 1.5X offer payout.
F-35-44
F-45-54
Bid higher to get more share impression. Work ad copy to get
over 1X Relative CTR

49. MarketingPlayBook.Co
My Campaign May look like
Targeting Specific websites
Gender Targeting – Males
Age Targeting
Stats are from the first 4 days of Testing

50. MarketingPlayBook.Co
Be Sure to Subscribe
I have an Adwords Search Training Course out
on marketingplaybook.co that is free
I’m working on a Adwords Display training
course as well as other traffic platforms as well

51. MarketingPlayBook.Co
Bonus for Affiliates
The Problem
Affiliates are unable to use the normal
conversion pixel for Adwords as we do not have
control over the merchants TY/Order page
You can use tracking tokens such as
{placement}, {Keyword}
But this won’t tell you the gender, age or exact
URL on display that converted or tell you the
exact Search keyword that converted.

52. MarketingPlayBook.Co
Bonus for Affiliates
The Solution
Enable Auto Tagging on Adwords.
Use the gclid paramter along with a re-direct to
dynamically insert the gclid into the sub-id field.

53. MarketingPlayBook.Co
Bonus for Affiliates
Enable Auto Tagging
1. Sign in to your AdWords account.
2. Click the gear icon, and select Account
settings.
3. Make sure you're on the Preferences tab, and
click Edit in the Tracking section.
4. Select (enable) or clear (disable) the
Destination URL Auto-tagging checkbox.
5. Click Save changes.

54. MarketingPlayBook.Co
Bonus for Affiliates
Call the GLCID Value using
glcid=‘XXXXXXX’
Seven X’s around apostrophpe.
Example:
http://tracking.domain.com/offer.php?gclid=’XXXXXXX’

55. MarketingPlayBook.Co
Bonus for Affiliates
On the re-direct page use
<?php
//grabs the subid and sets $gclid equal to it.
if(isset($_GET['gclid']))
{
$gclid = $_GET['gclid'];
}
?>
<head>
<title>Loading...</title>
</head>
<body>
<META http-equiv="refresh" content="0;URL=http://yourtrackingurl&s1=<?php echo $gclid; ?>">
</body>
<!-- insert re-marketing pixel below this link -->
</html>
Download sample PHP code on marketingplaybook.co/

56. MarketingPlayBook.Co
Bonus for Affiliates
Whenever a conversation happens you now know the
gclid that created the sale.
Upload your conversions into adwords
1. In AdWords, click the Tools tab, and select
Conversions. If you're using a manager account,
navigate to the upload page by clicking Conversions.
2. Click the Upload button.
3.Click Browse to locate the template you've filled out
and saved with your offline conversions information.
4.Click the Upload button.

57. Digital Marketing Minnesota
Speaker – Jacob
Questions & Answers…