by samFor those involved in Pay Per Click marketing, the Google Display Network is invaluable. Creating text, image, video and interactive ads are fast and easy, as is placing them on relevant websites for potential customers to view. However, creating a display campaign is only the first step; it is crucial to test it’s effectiveness.
To a build a portrait of where your successful traffic lies, begin by establishing how image and texts ads perform. Create a simple Excel pivot table to group easy-to-read data and see which medium works best for your campaign. Consider including sum of clicks, impressions, cost and conversions headings as well as CTR and cost / conversion rates.
Similarly, you should determine the types of images which generate the best results; static .jpgs VS moving .gif and .swf ads. Insert your findings into a similar Excel pivot table to see which ads generate higher volume and greater Cost Per Action. Additionally, as image sizes differ (Google supports 10 standard sizes) some will certainly outperform others; specific sizes will appear with more frequency on publisher’s websites whilst some will simply draw the eye more easily. Head back to Excel – manage large categories separately – to check the results.
It is also important to keep different device campaigns separate; desktop, tablet and mobile marketing should be monitored on their own terms, or segmented by device when downloading your ad report.
A very simple yet often overlooked step is to know your own ads! Begin with two types – one generalised ad and one for a specific offer or product. Which performs best? Run some tests and learn what your customers respond to.
Customers rarely respond to spam so frequency capping – although an underused tool – plays an important role in digital marketing. Overexposing potential customers to paid advertising can be detrimental, particularly for PPC campaigns so cap your ads appropriately.
Beware of placing all your trust in Google to provide demographic performance feedback as it will not account for anomalies in terms of age or gender. Ensure you opt into all demographic targeting settings in each ad group and test your own performance.
Once you have tested your campaign you must decide how to judge the results. Search traffic is relatively straightforward but expectations regarding Display traffic can differ wildly. What are your expectations? Settle on a Key Performance Indicator (direct response, or Brand awareness?) and go from there.
Next make the most of targeting options by testing variations of each. Contextual options using Google keyword placements; topics centred via specific websites; ICM matching users to lists of topics; and managing placements individually to specific Google sites.
Finally it’s time to think about remarketing. Be smart; group users based on how they interact with the site and target each group with appropriate action. Use custom combinations to refine remarketing to specific groups and offer incentives tailored to each. Combine remarketing with topics or contextual remarketing to achieve great CPA.
Don’t let this work go to waste; record your results in a spreadsheet and repeat testing regularly. Leave all-inclusive or generalised campaigns in 2012 and focus on delivering sharp, targeted digital marketing in 2013 with a focused approach to match.