7 adwords display hacks that will leave your competitors crying in the corner
TRANSCRIPT
7 AdWords Display Hacks That Will Leave Your Competitors
Crying In The Corner JOHNATHAN DANE, KLIENTBOOST
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Johnathan Dane is the founder of KlientBoost, a PPC agency that obsesses over beautifully
designed landing pages and aggressive PPC testing.
JOHNATHAN DANE CEO/Founder, KlientBoost
@JohnathanDane
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.
@NEILPATEL#KissWebinar @Kissmetrics
#KissWebinar
@JohnathanDane
1 Delicious Layer Targeting - Your Audience Is Hungry
2 Gmail Sponsored Promotions - Competitor Hijacking
3
Tiny Ads In Apps - So Easy It Should Be Illegal
TABLE OF CONTENTS
4 Display Campaign Optimizer - Truffle Hunting On Steroids
5
YouTube Video Ads - Eyeballs Are Still So Cheap
6
Strengthen Your Funnel - This. Is. Crucial.7
Create Mini Baits - The More, The Better
WATCH WEBINAR RECORDING NOW
QUICK DIFFERENCE BETWEEN SEARCH & DISPLAY
You have your text ads and product listing ads.
QUICK DIFFERENCE BETWEEN SEARCH & DISPLAY
You have text, image, video, rich media ads, etc.
THE BIGGEST DIFFERENCE
- CPCs - CTRs
- Conv/Rates
Search Network Display Network
- CPCs - CTRs
- Conv/Rates
SEE OUR PREVIOUS WEBINAR ON ADWORDS SEARCH
grow.kissmetrics.com/webinar-105
Delicious Layer Targeting
YOUR AUDIENCE IS HUNGRY
NO ONE EVER THINKS ABOUT….
Grandma’s Who Are About That Hip Hop Life
NO ONE EVER THINKS ABOUT….
Hairy Dudes ThatHate Lifting Weights
BETTER EXAMPLES…
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HOW LAYER TARGETING WORKS
Placements
Contextual
Topics
Interests
Demographics
Geo/Languages
THE PLACEMENT LAYER
CONSIDER THE SUBSECTIONS
Politics Tech Health Entertainment Travel
CONSIDER INDIVIDUAL PAGES
www.cnn.com/tech
WHERE ARE YOUR COMPETITOR’S PLACEMENTS?
SECRET PLACEMENT HELPERS
INSTANT LEARNING CURVE REDUCTION
INSTANT LEARNING CURVE REDUCTION
INSTANT LEARNING CURVE REDUCTION
THE CONTEXTUAL LAYER
Gone’ Truffle Huntin’!
THE CONTEXTUAL LAYER
MATCH TYPES DON’T EXIST!
THE CONTEXTUAL LAYER
[sweet new rollerblades]“sweet new rollerblades”+sweet +new +rollerbladessweet new rollerblades
THE INTERESTS LAYER
“Travel ads for travel fans”- Google
THE INTERESTS LAYER
THE INTERESTS LAYER
Affinity Audience
THE INTERESTS LAYER
In-Market Audience
THE TOPICS LAYER
“I love cakes” “I love hippie stuff”
THE TOPICS LAYER
THE DEMOGRAPHICS LAYER
Every ad group will have different demographic insights.
THE GEO/LANGUAGES LAYER
EVERY DISPLAY BURGER PERFORMS DIFFERENTLY
$21 CPA$15 CPA
$8 CPA
Interests Placements Contextual
Demographics
Topics Contextual
MINI BURGERS ARE THE BEST
The more layers you use, the smaller your audience gets, but that’s a good thing.
MORE MONEY FOR GRANDMA
© Sebastian Burgold
Gmail Sponsored Promotions
COMPETITOR HIJACKING
JUST OUT OF BETA!
In beta since 2013, released to the public 09/01/2015!
HIJACK COMPETITOR EMAILS
Cost per conversion -50% compared to search.
UPGRADE TO A MINK COAT
Oh you fancy huh?
YOU HAVE GMAIL AD OPTIONS!
Start with the Gmail image template, then experiment.
YouTube Video Ads
EYEBALLS ARE STILL SO CHEAP
PRESSURE FROM ADWORDS REP?
“You should use YouTube”
“But I don’t have a video”
- AdWords Rep
- You
“Sshhh…”
THERE’S SOME TRUTH TO IT
“You should use YouTube” “Okay! Whatever
you say Mr. Google!”- AdWords Rep
- Poor Advertiser
Monthly Viewership = 10 Super Bowl Audiences
Cost per views as low as $0.01, still!Second biggest search engine, after Google
BIGGEST HASSLE OF VIDEO ADVERTISING?
“Would you likesome turkey?”
BIGGEST HASSLE OF VIDEO ADVERTISING?
“Or how aboutthis pie?”
USE FIVERR TO BEGIN WITH
“explainer video” “animation video” “business video”
THEN INVEST IN QUALITY
THE DO’S AND DON’TS OF GREAT VIDEO ADS
Mike Arce, Loud Rumor
(aka, YouTube BAWS)
YOUTUBE AD LENGTH
31 Seconds
QUICK MESSAGE FEATURE
5 Seconds
KEEP THEM ENGAGED, KEEP CUTTING
1-3 Seconds
YOUTUBE TARGETING
B2B Audience B2C Audience
YOUTUBE REMARKETING
If your YouTube library is big, then you must take advantage.
Display Campaign Optimizer
TRUFFLE HUNTING ON STEROIDS
AUTOMATE YOUR PLACEMENT SEARCH
“ME FIND YOU MONEY *%&@”
HOW TO SET IT UP
Need to have at least 15 conversions/month to activate.
BEST PRACTICES OF DCO
Set Target CPA at or above the minimum recommended CPA
Set daily budget higher than (10 x Target CPA)
Set ads to ‘optimize for conversions’
Set delivery to ‘standard’ (not accelerated)
Use all ad formats and use as few ad groups as possible
Allow 1-2 days for traffic to ramp-up, 1-2 weeks before changes
“MONEY *%&@”
THE DON’TS OF DCO
DO NOT make full ad swaps.
DO NOT change the target CPA constantly.
DO NOT move high performing placements out.
DO NOT test a ton of radically different landing pages.
THE DO’S OF DCO
DO gradually rotate in new creatives. DO create new ad groups for thematically different creatives.
DO use target CPA bid to control traffic volumes.
KEEP AN EYE ON IT THOUGH
“ME WASTED YOU MONEY. ME SORRY *%&@”
CURRENT EVENTS MESS THINGS UP
Especially if you’re trying to sell corn online.
GET IN THAT DIMENSIONS TAB
PLACEMENTS, APPS, AND MORE…
Cost per conversion -43% compared to search.
GET EXHAUSTED FROM COUNTING YOUR MONEY
Tiny Ads In Apps
SO EASY IT SHOULD BE ILLEGAL
WHAT THEY LOOK LIKE
WHICH APPS TO TARGET?
THE DATA IS ALREADY THERE
Remember the Dimensions tab?
WTF ARE PACKAGE NAMES?
HOW TO FIND PACKAGE NAMES - ITUNES
iTunes uses a numerical app identifier.
HOW TO FIND PACKAGE NAMES - GOOGLE PLAY
Google Play uses a text based app identifier.
Create Mini Baits
THE MORE, THE BETTER
AKA, YOUR CHICK LEAD MAGNETS
White papereBookInfographic
THE “10 IDEA” TEAM BRAINSTORM GAME
Rules Of The Game - Each idea can only take one day to create - Each idea must provide actual value - Each idea must unique to your branding - Each idea must be free to the prospect
THE MORE BAITS, THE BETTER
1) Coupon 2) Checklist/Cheatsheet 3) Quiz 4) Video/Video Course 5) Toolkit (collection of tools) 6) Calendar 7) Podcast/Interview 8) Consultation 9) Tickets To Something 10) Live Demo
11) Email Course 12) Physical Product Giveaway 13) Swipe File 14) Infographic/Gifographic 15) Free Quote 16) White Paper 17) eBook 18) T-shirt 19) Industry Stats 20) Case Study
1 BAIT = 10 BAITS
wut?
mine?
HI MOMENTUM TESTING = HI QUALITY AUDIENCE FINDING
HI MOMENTUM TESTING = HI QUALITY AUDIENCE FINDING
wut?
mine?
MORE THAN JUST THE DISPLAY NETWORK
Strengthen Your Funnel
THIS. IS. CRUCIAL.
IT’S HARDER THAN IT LOOKS
Where’s my money?
YOUR VALUE FUNNEL LADDER
YOUR NEXT VALUE STEP
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YOUR NEXT VALUE STEP
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THE VALUE CONTINUES…
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EMAIL AUTOMATION & NURTURING
GIVE THEM MORE VALUE THAN YOUR COMPETITORS
GIVE THEM LOVE AND ATTENTION
RISING TIDE LIFTS ALL BOATS
NERD BONUS: GOOGLE VALUETRACK PARAMETERS
kboo.st/value-track
LOG IN WITH GOOGLE
Start Your Free Kissmetrics Trial
JOHNATHAN DANE CEO/Founder, KlientBoost
@JohnathanDane [email protected]
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen [email protected]
Questions?