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Search

Acquire and Retain Customers

The Google Display Network Guide
Fall 2012

Table of contents
1 2
Win moments that matter Display for performance goals
2.1 Display for the performance marketer 2.2 Reach performance goals with the Google Display Network
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Building a successful campaign

3.1 Targeting

3.2 Creative 3.3 Bidding 3.4 Measurement

Search

4 5

Optimization strategies and best practices

4.1 Use cases and optimization best practices

Tie it all together

Additional resources Sources cited

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Win moments that matter

1.0

Display: The way advertising was meant to work

When the 1900s advertising innovator John Wanamaker famously lamented, Half the money I spend on advertising is wasted; the trouble is, I dont know which half, he didnt have what you can get today: real ROI for your ad dollars.
Here we are, decades later, and the concept and contextof the advertising experience has drastically changed. New technological capabilities, like real-time bidding, dynamic creatives and auto-optimization, get you to the right person at the right time. Sophisticated ROI measurements show you the half thats working and how you can make the other half work better. Today Wanamaker would be a much happier man. Whether youre a Fortune 500 company or a small-business owner, your customers use the Internet in almost every aspect of their livesfor work, fun, shopping, getting information and, of course, keeping in touch. In fact, the average American spends two months of their waking year online1. Dont just get in the display gamewin it. This playbook shows you how. For starters, Google Display Network ads reach people across all types of contentfrom small niche blogs to sites with millions of daily views. Regardless of where your audience ison the go, at work or at homedisplay ads reach them at the right time with messaging thats relevant to the content theyve chosen to experience. Bottom line: Display drives performance. Now is the time to take your marketing to the next level and reach your customers through the varied online touch points in their day-to-day lives, not only while theyre searching. Display advertising gets you there.

With the Google Display Network, you can touch the right customer at the right moment, all across the web.

The Google Display Network Guide

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Display for performance goals

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Reach performance goals at scale with the Google Display Network

Display advertising on the Google Display Network gives you the scale to reach the widest possible audience and the flexibility to fine-tune your message by audience. We make this possible by serving billions of ad impressions on over 2 million websites daily, and providing the technology to hone in on your specific goals. You can keep it simple by using text ads, or you can take advantage of a range of more sophisticated formats, like rich media adsand beyond. No matter your marketing goal, Google Display Network makes it easy to win with integrated campaigns.

The Google Display Network reaches 93% of all US Internet users, allowing you to maximize performance goals at scale.
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2.1

Display for the performance marketer

With smarter technology, more-sophisticated audience-buying capabilities and more ways to connect, display has become central to the success of advertising. It can holistically improve your other online campaigns, increasing conversions across all channels, even offline.

How display can work for performance goals:

Reach shoppers at the moment of relevance.
Only about 5% of users time is spent actively searching .
3

Supercharge search with display.

Together, display and search can supercharge the effectiveness of advertising. After seeing a display ad, customers are 136% more likely to search for your brand .
4

Extend the value of your search campaigns with remarketing.

Ninety-six percent of people who visit a website leave without taking the action marketers want them to take . Remarketing lets you
5

Customize creative.
Its advertising done smarter. Regardless of channel or device, you can personalize your creative to send the right message to the right person. But with display, theres so much more you can do to customize your creative, sending the right message to the right customer.

Manage your investment and make changes in real time.

Our easy-to-use (but highly sophisticated) measurement tools show how your investment is paying off in real time. You can improve campaign performance on the fly with incremental changes that adjust daily execution to match your overall strategy.

The rest of the time95% is spent experiencing content. With Googles display targeting options, you can reach your specific audience within that 95% when they are shopping, browsing and potentially in the mood to buy.

court these already qualified prospects and maximize the ROI of all campaigns by winning customers back to your site.

The Google Display Network Guide

2.1
Your consumers are engaged across all digital devices and channels PC, phones, tablets, social media and videoand you should be too. You can reach users across these multiple touch points using the Google Display Network. Set up is easyright in your AdWords account. From planning to measurement and analysis, we can save you time and money.

Reaching your audience at the right moment

Wake up AM commute At work Lunch At home Bedtime

35% of Android/ iPhone owners use an app before getting out of bed 6

59% of smartphone owners use mobile web while waiting 7

71% of web trac is on Desktop 8

51% of smartphone owners search for restaurants 9

70% of tablet owners use their devices while watching TV 10

21% of tablet users use their tablets while lying in bed11

Mobile

Desktop

Tablet

The Google Display Network Guide

2.2

Reach performance goals with the Google Display Network

The Google Display Network makes it easy to integrate your entire marketing campaign in one place. Use display to add relevance to your search, mobile, video and social channels. Youll connect with consumers better because youll reach them wherever they are, all across the web.
You can optimize bidding, targeting and creative for each channel within the Google Display Network. We help you improve overall ROI by integrating your marketing across platforms and devices. In social, they spread the word through tell a friend ads: Tell your friends about the customized yoga mat you just bought and get a discount on your order. People could also share this offer by clicking the +1 button directly on the ad. Andthey topped it off in video with a YouTube campaign that showed companion ads next to videos that their best prospects and customers watch, such as those involving yoga classes and meditations.

Illustrative example
Joannes company makes specialty yoga mats. She wanted to expand their success in search by launching display ads that would reach young urban yoga enthusiasts. On desktop, they increased awareness by advertising on lifestyle sites that are frequented by their target audience. On mobile, they prompted interest by creating a campaign promoting 20%-off coupons to people on the go, targeting those who were actively out shopping for related items.

The Google Display Network Guide

3
Building a successful campaign

3.0

What it takes to win with display

The best performance campaigns combine efficient targeting with effective creative, flexible bidding and actionable measurement. Within this basic script for success, you have lots of options; theres no one-size-fits-all way to come out a winner. Lets take a look at some specifics of how to build a great campaign to reach your performance goals.

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The Google Display Network Guide

3.1

Targeting
Targeting is all about reaching the right person at the right moment. This is not one-size-fits-all for every campaign, but rather takes planning and the flexibility to changejust like with search campaigns. Well start with the basics of setting up a campaign and move on to ways to target for the best ROI.
To get started with a display campaign, set up a new campaign within your AdWords account. We recommend that you set up your campaign as display network only to get the precision and control of all the features of display without interfering with search performance. You can copy your settings over from existing search campaigns, or make them unique to display.

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3.1
Step 1

Choose your device targeting: Desktops & laptops, mobile devices and tablets
Since your customers are using many devices throughout the day, its important for you to be able to reach them with optimized ads for those devices.
For new advertisers, we recommend selecting all devices to show your ads to get the biggest range. If youd like to get more specialized, you can customize audience targeting and ad creative for mobile and tablets and create separate campaigns.

Step 2

Choose your locations and languages

Targeting by city, state and country is especially useful for advertisers such as local businesses, retail stores and auto dealers, who have geographically specific offerings. Language targeting is a must-have if your site is in multiple languagesits a great way to capture additional customers.
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3.1
Step 3

Choose your targeting type

Once youve decided on devices, locations and languages, the next step is choosing the unique targeting type that works best for your campaigns. Weve described our targeting types below and how to use them. You can also combine targeting types to narrow your audience even further.

Keyword contextual targeting: Show ads on sites related to your keywords

Keyword contextual targeting lets you target relevant content and show display ads to people at the exact moment they are readingand thinkingabout your category. As in search, you can select relevant keywords and bids. Your ads are then targeted to relevant pages in the Google Display Network that relate to these keywords. With keyword-level transparency, you can see which keywords are triggering conversions and which are not. And you can fine-tune accordingly.

Interest categories: Show ads based on their inferred interests

Interest categories send ads to people who may be more likely to become buyers based on what they browse and see online. Our system looks at the types of pages a user visits and how often they visit them, then associates relevant interest categories (such as travel, entertainment and sports) with that users browser. Its safe to say, for example, that if someone is looking at Caribbean vacation sites, theyre interested in travel. Theyll probably need a plane ticket, a hotel and maybe a car rental. You can use interest categories to anticipate your potential customers needs.
Note: More targeting types on pages 16 and 17

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3.1 Targeting types (continued)

How remarketing works
Your Website

Website in networ

Remarketing: Show ads to users after theyve left your site

Remarketing reconnects you to people whove already visited your site, prompting them to come back. Its like plugging a leaky bucket: Remarketing can help you plug the gaps of lost revenue by re-engaging with users that have left your site without taking the desired action. You can send a fresh message, tailored just for them, after they leave your pages. Your ad will appear on other sites in the Google Display Networka proven way to engage wandering prospects and bring them back to close the sale. Streamline site tagging and optimize remarketing strategies with the new Remarketing Tagone-time tagging that gives you maximum flexibility for designing custom remarketing lists.

Dynamic remarketing for retail advertisers: Show users personalized creatives of the products they viewed on your site
Use remarketing to deliver dynamic creatives by linking your Google Merchant Center feed. Online retailers using Google Merchant Center can use Dynamic Remarketing to tailor creative to show specific products a visitor has viewed. These advertisers are bringing together all of Google Display Networks targeting, optimization, bidding and creative tools to push their ROI as high as it will go.
Your Website Website in network Shopping cart Your Website Website in network Shopping cart

A user visits your website

The user visits another site on the Google Display Network and is served your ad

If the user clicks on your ad, they return to your site (and can be directed to take a desired action)

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3.1 Targeting types (continued)

Topics targeting: Show ads on pages about specific subjects

This broader form of contextual targeting allows you to place your ads on pages with similar topics (like Autos and Vehicles). Since this is contextually based, you can use this tactic to get a high volume of impressions for your topic. Consider layering topic targeting along with keyword or placement level targeting to further refine your audience and reach your performance goals.

Placements: Show ads on websites that you choose

Choose specific sites where you want your ads to run. But look out: Placement targeting can cut down on the number of times your ad is displayed. Use it sparingly, for example when you know for certain that your best prospects spend a lot of time on the specific sites youve chosen.

Demographics: Show ads to users based on their age and gender

You can get your brand in front of large targeted audiences based on demographics but also use it as a refining tool. For example, you can combine demographics with remarketing to show ads only to consumers of a certain age or gender who have already visited your site.

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The Google Display Network Guide

3.1

Examples of display ads reaching the right audience at the right moment
Example 1: Example 2:

Re-engage qualified prospects with remarketing

You are a hotel marketer, and its wedding season. Youve got a honeymoon suite available, and you want it booked. On Monday a prospect visited your site but didnt make a reservation. But because youre advertising on the Google Display Network, you have another chance to connect to her, through remarketing. So now its Tuesday, and while that same prospect is looking at a floral site in the Google Display Network, she sees a display ad for your hotel that offers a complimentary nights stay. Youve just sold the suite: she books immediately.

Reach the right audience in the right context with mobile

Now lets say youre a sporting-event marketer. Its playoff time and you need to fill the arena. You know that your target audience uses mobile phones to check on their teams standings and watch highlights. So you run a mobile display ad promoting the best seats for tonights game, and it shows up on the sports sites where your fans look up stats. With a simple tap, tickets are bought and seats are filled. These ads work because theyre in the moment. They are relevant to what consumers are doing. The Google Display Network makes these tailored, targeted and timely connections possible.

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The Google Display Network Guide

3.2

Creative
A creative, simply put, is an ad. On display, this can be text, image, rich media, video or mobile devices. Designing the right creatives is an integral part of being successful with display, as they can have a powerful impact on your campaigns.
Know what types of messaging strike a chord with your customers. Use Google Display Networks audience data to understand them, and our creative tools to tailor ads that resonate. You can even customize your creative according to users past interactions, such as pages visited and products browsed. Make your call to action prescriptive: Tell people what to doclick now, call today, use this coupon, complete your purchase. Then, when you think you have a great ad, test it to be sure your messaging delivers as youve intended. We give you everything you need to personalize creative that sells.

Advanced tip

Make the most of your creative

Use all ad formats and sizes, including text
Jump on every opportunity to reach your audience by using a variety of ad formats and sizes on the Google Display Network. This will help ensure that youre tapping into the maximum amount of publisher inventory.

Personalize ads to promote products and services most relevant to that customer. If youre using remarketing, match your ads to the content that users viewed on your site.

Include a relevant landing page, not just the home page

Just as you can with search, link your display ad to a relevant landing page on your website. There, post more information about the product or service. And make sure you make it easy to navigate to conversion/transaction pages to seal the deal.

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The Google Display Network Guide

3.2 Creative formats

Choose the option that works best for you to build your creatives.
Try Display Ad Builder You can use the Display Ad Builder to create attention-grabbing ads in just minutes. Its easy. If you are new to display, our Display Ad Builder offers a gallery of ad templates you can customize completely or use as is from a selection of predesigned ads created for specific industries. Choose from a variety of templates, headlines, typefaces and colors. Add to that images, Flash animations and video. Its your ad; own it by adding your logo, custom images and color schemes that complement your branding. Build creatives on your own Publishers for sites across the Google Display Network choose which ad formats and sizes theyll allow on their pages. Some publishers only allow certain sizes of formats to appear on their pages, so we recommend that you create your ad in all available formats and sizes for maximum placement options. For a full inventory and specs, check out this list.

Creative has

the impact on campaign performance than media12

4x

Help center: To search for step-by-step directions to implement any of the features in this section, visit google.com/support

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The Google Display Network Guide

3.2 Imagine what you can do with creative

We were wondering: Whats there to learn from a few of the most iconic ads in the history of advertising? Can what made them legendary be brought to life in the digital age? Can digital advertising be as evocative and memorable as these famous ads of yesteryear? To find the answers, we teamed up with the agencies Johannes Leonardo and Grow Interactive, and the legends who created those campaigns in the 60s and 70s. We remixed the ads, bringing them to life in the digital age with new technologies.

The initiative, Project Re:Brief, is helping marketers and agencies learn that campaigns in new media can, in fact, be as inspiring and compelling as those created in Mad Mens golden age of advertising. Good creative tells a story that comes through despite fragmented, multitasking audiences using multiple screens. A good story sells. www.projectrebrief.com

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The Google Display Network Guide

3.3

Bidding
Bidding is not a one-size-fits-all strategy. There are several options for biddingmanual versus automatic, based on clicks, conversions, or even impressions, depending on your goals. Use this section to get some more context on the various types of bidding available.

Manual bidding options:

Cost per click (CPC)
If you are focused on getting people to your website, CPC bidding is a good place to start.

Cost per acquisition (CPA)

With this approach you bid per acquisition, or conversion. This is a common strategy used by e-commerce sites, which are focused on high returns for their advertising investment.

Cost per thousand (CPM)

Referring to the number of ad views, or impressions, this is most commonly used for brand-oriented campaigns that want more eyeballs on their ads.

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3.3
Save time and maximize ROI with automated bidding tools
Conversion optimizer Display campaign optimizer
Maximizes conversions at a set budget Automates bidding to help achieve your CPA goals. by managing bidding and targeting automatically. After you provide creatives, campaign budget and a target CPA, this tool does the rest. Campaigns in which you want to meet This is a really great option for Campaigns in which you want to automate bidding, but still have control of targeting. marketers who want to free up some of their resources by allowing our technology to do the heavy lifting with both bidding and targeting.

Enhanced CPC (eCPC)

What

Modifies bidding to improve chance of conversions.

When to use

CPC goals and improve the chance of conversions. This can work well for customers factoring in view-through conversion data.

Requirements

Conversion tracking

Conversion tracking 15 conversions/month

Conversion tracking 15 conversions/month

Improve

Optimize

Expand

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3.4

Measurement
The goal of tracking your results is to learn whats working and whats notand make changes based on data.

If youre just looking for impression or click data by keyword or placement, we offer transparent reporting right in your AdWords account. Most performance advertisers are looking for more information to help them make decisions, especially data about how their display campaigns directly meet goals like online conversions and lead generation.

then, they might not have clicked directly through a display ad to get there; they might have come through another channel. Knowing about these exposures can help guide your ad strategies and increase ROI. Different types of trackingfrom simple to complextell you how consumers interact with your ad. To help you measure the full impact of every

In display advertising, the last clicks dont tell the whole story. Shoppers may have seen your ad many times before they visit your site. And even

element of your campaign, we provide several types of metrics to help you make decisions.

Harness the potential of display advertising by using data to make decisions.

Help center: To search for step-by-step directions to implement any of the features in this section, visit google.com/support

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3.4 Track your display investment

Conversion tracking shows how clicks and impressions lead to a desired action on your site. From within your AdWords account, you can copy and paste a snippet of code to add to the conversion page (e.g. purchase page, thank you page) on your site.
Conversions can show up in three ways in your account:

Conversions (1-per-click) This metric is good for measuring conversions for unique customer acquisitions, like sign-ups, because it counts only one conversion per customer. Conversions (1-perclick) count every AdWords ad click that results in a conversion (within a 30-day window). However, if more than one conversion comes from one persons ad click, the additional conversions wont count.

Conversions (many-per-click) This measurement is great for purchases, as it shows multiple conversions for a single AdWords ad click within 30 days. Lets say that someone clicked on your display ad and bought a pair of shoes, then returned to the page through another channel (such as a bookmarked page) and bought another pair. That would count as two conversions for that original click.

View-through conversions (VTCs) VTCs measure assist conversions. An assist conversion is when a customer sees a display ad, then later converts on your site. Why would someone use this as a metric? Display can affect the holistic value of other campaigns. Looking at view-through conversions gives you insight into this, and lets you see the lifting effect that display campaigns can have.

Many advertisers evaluate CPA and optimize according to both click-through and view-through conversions by creating a VTC multiplier when looking at overall results and making changes. Multi-channel funnels in Google Analytics Many channels can influence the sale. Most marketers look at the top of the funnel (views, clicks, opens) and the bottom (sales, registrations, leads). This means, however, that they are overlooking most of the funnel, where influence and research occur. Multi-channel funnels in Google Analytics let you look at interactions across different digital media to show how these channels work together to help influence sales and conversions. Multichannel funnels help you evaluate ROI, leading to better optimization and results. And thats exactly the kind of insight that John Wanamaker was looking for.

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4
Optimization strategies and best practices

4.1

Use cases and optimization best practices

Optimizationmanually or through automated toolsis the key to success on the Google Display Network. To get the most out of your digital investment, actively manage your display campaigns just as you would your search campaigns.
Heres where it all comes together: Lets look at five examples of how you can optimize your campaign, according to different goals. Well outline some goals to help you get started, optimize and grow your campaigns. A great strategy is to build a strong foundation with a solid ROI, then expand out for more volume. For example, start out with campaigns types that yield the highest conversion rates (like remarketing) and expand out to campaigns that will help you to scale (like topic targeting). Optimizing as you go is key, but also keep in mind that display is an effective tool for attracting new customers to your siteso be careful about limiting your campaigns traffic by stringent campaign settings. Your goals may also change as you introduce new products or services necessitating strategies for acquiring new customers and seeking volume.
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Use Cases
1 2 3 4 5
I want to get started with display. I want to increase the conversions of users who have already been to my site. I want to optimize my campaigns for better ROI. I want to increase the volume of my display campaigns. I want to save time and still achieve solid ROI with my campaigns. p. 29 p. 30

p. 32 p. 34

p. 35

4.1
1
I want to get started with display.

If youre just getting started, this is a great introduction to setting up your first display campaign, utilizing the targeting type most similar to search: keyword contextual targeting.
How do I reach the right audience?

Just getting started? Try a keyword contextually

targeted campaign, which shows ads on sites related to your keywords. Keyword contextually targeted campaigns on display are set up the same way as searchcreate ad groups related to specific themes and input corresponding ads. to ensure that youre getting the best performance. By separating search and display campaigns in your AdWords account, you gain more control and flexibilityand youre able to make changes that only influence the campaign that you are intending to change.

How do I choose the right ads?

If youre copying over a search campaign, you

should already have great text ads that you can use. As a second step, ensure that youre reaching as wide a variety of placements as possible by adding in all available image ad sizes.

How can I measure my campaign effectively? Add conversion tracking to your site to learn which keywords drive the most conversions, and to make decisions based on that information. In your AdWords account, youll find an easy how-to under the Tools and Analysis section > Conversions.

Create separate campaigns for display

Dont know how to create a display ad? Try

Display Ad Builder, which helps you quickly create customized ads in an array of sizes. Which bidding strategy should I consider? Conversion Optimizer can help you minimize manual work involved and may be the best option for you if you have more than 15 conversions in the past 30 days, since it manages the bidding for you to get you the optimal amount of conversions. If youre not eligible yet, use CPC bidding and remember that you can manage bids at the keyword level.

Advanced tip
To get display-only campaigns, you can copy your best performing search campaigns with AdWords Editor. AdWords Editor allows you to make bulk changes for your account easilylike copying campaignand upload them right into the AdWords interface.

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The Google Display Network Guide

4.1
2
I want to increase the conversions of users who have already been to my site.

If youre a performance-oriented marketer, the next logical step from paid search advertising is remarketing. Use these tips as a guide to setting up your campaigns.
How do I reach the right audience? Remarketing is a no-brainer for performance advertisers, since youre re-engaging with prospects that have already shown interest by visiting your site. As a first step, set up a remarketing campaign with several lists. For example, you could target users who have visited just the homepage in one list, and users that have abandoned a shopping cart in another list, so you can tailor the message and promotions accordingly. For other ideas, see our remarketing strategy list guide. How do I choose the right ads? Match your creative to the type of remarketing list. As in the example above, if you target users who have just been to your homepage, you could use a more general message. For users who abandoned a shopping cart, you might extend a special promotion or discount. Which bidding strategy should I consider? Conversion Optimizer can allow you to get the maximum number of conversions at a set budget with remarketing. However, if youre using manual CPC bidding, bid more aggressively on the user lists that are the most valuable to you, like those that were the closest to a sale and abandoned their shopping cart. Google Analytics allows a greater depth of data to analyze and make changes to your campaigns. How do I measure my campaigns effectively? At the bare minimum, install conversion tracking to understand which clicks and campaigns are converting.

Advanced tip
Try out new and easier ways to create remarketing lists
Googles new Remarketing Tag can allow you to use one easy tag across your entire site for flexible and customized list creation. If youre already using Google Analytics, try out Remarketing with Google Analytics for easy, integrated remarketing list creation.

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4.1
Seven tips for improving ROI for remarketing
1
Use the new Remarketing Tag: One tag across your entire site passes values based on specific page views or user actions. It will save you time and allow more-sophisticated list strategies.

Automate bidding with conversion optimizer. Conversion optimizer is optimized for users, not just for sites. When paired with a remarketing, conversion optomizer on average yields an 8% decrease in CPA and a 14% increase in conversions.13 Exclude or bid down on poorly performing placements.

Tailor creative to specific remarketing lists. Personalize promotions, calls-to-action and landing pages for each list. Create user lists based on different combinations of pages visited (for example, users who have visited a product page but did not purchase the product).

Select a relevant landing page for each user list (Product/Sign-up/ Contact us).

Shorten membership duration or target a different user segment.

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4.1
3
I want to optimize my campaigns for better ROI.

The following points outline some great tactics for optimizing toward the best campaign performance.
How do I reach the right audience? These tips work well for campaigns using Keyword Contextual Targeting, Topic Targeting or Interest Categories. How do I choose the right ads? Choosing the ad rotation setting optimize for conversions gives preference to ads that are expected to perform best. Which bidding strategy should I consider? Lower bids or pause poorly performing keywords or placements. How do I measure my campaigns effectively? At a minimum, implement conversion tracking to understand performance. Try multi-channel funnels in Analytics for more robust reporting.

Optimize display keywords just as you would

for search. Increase bids on high performing keywords, and decrease bids or pause keywords that are not performing.

Try the same tactics for placements.

Within AdWords, you can see any site youve received a click on (it appears as an automatic placement in the placements section of the display tab).

Advanced tip
Another way to improve ROI is to send consumers to your most relevant landing pages. Add URLs at the ad creative or at the keyword level to send them to the page that will get that user the best information. This works especially well for retail, local and travel verticals.

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4.1 Optimization calendar for performance campaigns

Day 1 Week 1 Week 2 Once a month

1x

1x

Start your campaigns. Check that your campaign is running within the first 24 hours. Then look at the automatic reports section and correct any mis-targeting by excluding placements that appear irrelevant.
1x

Optimize for impression

1x and click volume.

Optimize for conversion volume and CPA. Expand on whats working by adding more keywords, categories or placements and pause whats not working. Tweak bids: Increase or decrease bids at the site level to get closer to your target CPA Turn on Conversion Optimizer once youve reached 15 conversions.

Maintain performance. For best results, check on your campaigns at least once a month to make sure they are performing as best they can, while making small changes as needed.

Before changing a bid, make sure that theres enough volume to warrant making a change. Change bids at the placement or keyword level after at least one week of data. Focus on the placements or keywords where youre spending the most money. Leave wiggle room for your CPA goals. CPA may be higher in the first week, as the system is learning, but will stabilize after about 50 conversions.

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4.1
4
I want to increase the volume of my display campaigns.

If youd like to increase volume and acquire new customers, these are some great suggestions.
How do I reach the right audience? There are lots of options for reaching new customers and increasing volume on the Google Display Network, while still maintaining ROI. Here are two good strategies: How do I choose the right ads? Leverage all ad formats and sizes (including text). Youll increase the likelihood of reaching more prospects by capturing all available inventory. Which bidding strategy should I consider? When going for volume, a tactic you can use is to bid higher to get maximum exposure. Bid up on particularly well performing placements or keywords. How do I measure my campaigns effectively? View-through conversions (VTCs) are a great option for measurement here in order to understand the holistic value of these higher volume campaigns.

Topic targeting: Use broad topics to cast

a wide net. Create a new campaign with relevant topics, or consider pairing it with Keyword Contextual Targeting for more precision. Also consider layering topic targeting with demographics for more targeted precision.

Advanced tip
Expand only to new prospects For a specific promotion, guarantee that youre advertising only to new prospects by using a remarking list that captures customers that have already visited your site. Excluding this list of users ensures that youre reaching just new customers with these campaigns.

To increase volume on an existing Keyword

Contextually Targeted campaign, try adding new keywords to your campaign. These can be synonyms of keywords already in your account, or more generic keywords than you already have.

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4.1
5
I want to save time and still achieve solid ROI with my campaigns.

Let our automated tools do the heavy liftingfreeing up resources while still getting great ROI.
How do I reach the right audience? Display Campaign Optimizer can be a great setit-and-forget-it tool for optimizing bids as well as targeting. All you need to get started is ad creatives and a budget. How do I choose the right ads? Include all ad formats (including text) to let the Display Campaign Optimizer give you maximum reach. Measurement/requirements Conversation tracking and a minimum volume of conversions are required. Which bidding strategy should I consider? When launching a Display Campaign Optimizer campaign, set an aggressive target CPA, at or above the past 30-day Google Display Network average CPA. You can lower this over time as the campaign starts to ramp up. We also recommend ensuring that your campaign budget is set at 20x max CPA goal.

Advanced tip
Wait about two weeks before tweaking these campaigns to ensure that the Display Campaign Optimizer is able to learn the most about your campaigns. After two weeks, try optimizing with small changes to expand to more volume or refine your audience targeting.

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5
Tie it all together

5.0

Take what youve learned and put it into action

Display advertising builds awareness, sparks interest and drives sales. It makes conversations happen with customers, and it can help other channels, like search, work better.
Google Display Network gives you the brainpower of thousands of engineers through an endto-end advertising solution that improves performance and efficiency. Everything you need to make online advertising workplanning, targeting, bidding, optimization, creative and measurementis at your fingertips. We connect you to consumers who define your success. Reach them through Google: Thats where they are every day, at home, at work and on the go.

Five things every advertiser should know about display advertising on the Google Display Network

1
With display, you can reach your audience wherever they areacross desktop, mobile and video.

2
Layering display with the search advertising youre already running often produces better results than either search or display alone because they complement and reinforce one another.

3
Without remarketing, youre leaving money on the table and letting the 96% of users who visited your site without taking action walk away.
14

4
Our redesigned contextual targeting engine brings the science of search to the art of display.

5
Measurement tactics, like view-through conversions and multichannel funnels, give you the best understanding of your campaigns for the smartest action.

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Additional resources
Help center: To search for step-by-step directions to implement any of the features, visit google.com/support Large customer site: google.com/ads/display Small customer site: google.com/ads/displaynetwork Project Re:Brief: ProjectRebrief.com

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Sources
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Emarketer. Average Time Spent Online 2008-2011. December, 2011. Comscore, Media Metrix Report, August 2012. Online Publishers Association (OPA). Internet Activity Index (IAI). http://www.online-publishers.org/page.php/prmID/421comScore%20online%20panel. Aug. 2010. Comscore online panel, 2008. Advertise.com. 10 Ways Remarketing Will Boost Your Product Sales. http://whitepapers.clickz.com/content11005. 2010. From apps to everyday situations- An Ericcson consumer insight study. http://www.ericsson.com/res/docs/2011/silicon_valley_brochure_letter.pdf. May 2011. The Mobile Movement. http://www.thinkwithgoogle.com/insights/library/studies/the-mobile-movement/. Apr. 2010. Emarketer. Web Traffic in North America. http://www.emarketer.com/. June 2012. The Mobile Movement: Understanding Smartphone Users. http://www.gstatic.com/ads/research/en/2011_TheMobileMovement.pdf. Apr. 2011. Nielsen. Q1 2011 Mobile Connected Device Report. http://www.nielsen.com/. May 2011. In the U.S., Tablets are T.V. buddies While eReaders Make Great Bedfellows. http://blog.nielsen.com/nielsenwire/online_mobile/in-the-u-s-tablets-are-tv-buddies-whileereaders-make-great-bedfellows/. May, 2011. comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales. http://www.comscore.com/. Oct. 2010. Google Internal Data, 2012. Advertise.com. 10 Ways Remarketing Will Boost Your Product Sales. http://whitepapers.clickz.com/content11005. 2010.15. Advertise.com. 10 Ways Remarketing Will Boost Your Product Sales. http://whitepapers.clickz.com/content11005. 2010.

12. 13. 14.

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