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TRAFFIC 9 WAYS TO GET THE MOST OUT OF GOOGLE’S DISPLAY NETWORK Webmasters often dismiss display activity through AdWords, but they are wrong to do so, argues Mike Dodgson of Digital Fuel, who provides his thoughts and tactics on getting the best out of the Google Display Network. I ASKED A POTENTIAL client recently if they were doing anything display-wise through AdWords, this was the reply: “We don’t do anything on the Google Display Network (“GDN”) because it doesn’t work as well as our other AdWords activity”. I’ve heard this, and similar comments, over the years. Intriguingly when I ask if they are running any other display activity, the answer is almost always: “Yes, we’re spending a gazillion on DSP XYZ”. I’m exaggerating, but you get the picture. It’s a trap that seems to be more common than usual, the thought that just because you can advertise display on Google, you should be achieving the same ‘last click’ conversion rate, which logically isn’t the case. The thing that a lot of people don’t seem to grasp is that AdWords is a DSP, and it’s probably one of the easiest and most powerful tools for display advertising you will have in your arsenal. If you’re starting out in display advertising, or you would like to try it yourself then one of the best places to start is the Google Display Network via your Google AdWords account. Here are some of my thoughts and tactics around using this to your advantage: 1. Use view-through conversions Why wouldn’t you use this? That’s all you ever hear from DSP providers, and AdWords is no different. Don’t allow yourself to be blinded by how good your search campaign converts on a ‘last click’ basis, we’re comparing apples and pears here. View-through conversions can be found by adjusting the columns within the Ad Group view, and it’s the best way to judge if you’re getting return on ad spend (if that’s your goal). Rightly or wrongly, view-through (or post-view/post-impression) conversions take a lot of flack, but think about this “TrueView advertising is by far the most cost-effective mass medium, and the beauty is it’s all under your control and there are no set budgets if you’re using the five-second ‘skippable’ version” Some demand-side platforms love to make things complicated and sometimes the basic information is all you ever need i.e. “Tell me a list of sites we are bidding on? How can I protect my brand? What age groups are you targeting?” That’s not to say DSPs don’t give you this information, but with the GDN, you’re in control. for a second, if you were to see all of the customers who converted on your site after seeing a TV advert, we’d be singing from the rooftops, or most likely looking for an alternative marketing channel! 2. Use location targeting A great way to beta test a new product or offer is to trial it in a specific location. Once you’ve finished, you’ll probably find you were able to buy impressions on premium publishers with high volume traffic for a cheap price. For example, you might find it easier to generate more impressions on a high-volume news website in one area of the country than another. This is particularly prevalent in places like Australia or America where publisher legislation or governance differs by state. 3. Up-weight on best performing keywords and placements If you’re going to get involved in GDN, get stuck in! Analyse the data on a daily basis and when you see something working for you after a period of time, then go for it. If something isn’t working for you, simple, switch it off. You’re in control of your display advertising; there’s no point in getting anxious about where your ads might be appearing and what impact it may or may not be having on your brand. 4. Use the ad schedule An impression is an impression? Well kind of, but you want the right impression at the right time. If you’re selling toupees online, you better make damn sure you’re bidding on the right sites the next time Donald Trump says something enlightening. Also bear in mind that if you don’t look after your schedule, you’re likely to be winning impressions that usually don’t turn out to be financially viable. However, this would depend on your business, of course. Casino affiliates will find they can iGB Affiliate Issue 59 OCT/NOV 2016 19