Transcription

Google Display Network

How to create a campaign in Google Display Network?

Hello there. So far we have seen what display advertising is and what are the different types of display
advertisements are. We were also introduced to programmatic ad buying and affiliate marketing.
Now let’s see how to create and measure our display ad campaigns. For this, we will be revisiting the Google
Adwords tool, which we have learned about in the SEM module.

In this session, we’ll use the Adwords platform to create display ads.

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You’ll see the steps involved in creating a campaign for display ads in Adwords and also learn how to select
target audiences and optimize our campaigns based on data insights for best results. So let’s hear more on
this:

In this session, we’ll cover how to create display campaigns using Google Display Network. But before that,
we must know what makes Google Display Network or GDN for short, so powerful. Google developed
AdSense which allowed publishers to place ads on their websites based on their content.

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Every time a visitor on a publisher’s website clicked on such an ad, Google got paid by the advertiser, a
portion of which was passed on to the publisher. Obviously, just publisher content wasn’t sufficient to show
ads that users would click on. Google needed to know who the user is and show ads that best suited him or
her. To do this, Google tracks a user’s online behaviour using a cookie that gets stored in their device every
time they visit a publisher running AdSense ads. On the advertiser side of things, Google developed the
AdWords platform to let advertisers select what type of users and publisher content they wanted to target
and how much they want to pay for ads.

Together with Adwords and Adsense, Google is able to show the best possible ad to each user using the real-
time bidding process we discussed in the previous session.

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In this session, we’ll learn how to use AdWords to create display campaigns

Let’s say we want to increase the number of people visiting the Digital Marketing program page on the
Upgrad website.

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To reach out to a large audience who are currently unaware of Upgrad but maybe looking at digital marketing

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as a career, we can create a display ads campaign that places ads on relevant digital properties to promote
the program

For this, we’ll go to adwords.google.com in your browser and login to our adwords account. We see the
AdWords dashboard with the ‘Campaigns’ view. Here all active and inactive campaigns are listed. To create
a campaign, click on the red button “+Campaign”. This will bring up a list of campaign types. We want to
create a display campaign. There are 2 ways to create a display campaign -
1. Search Network with Display Select - Google will use up our budget for search ads first and if any is
left, it will be used in display ads
2. Display Network only - The entire campaign budget is spent on display ads

First method is not desirable as we want to primarily run a display campaign. In the second method, we have
full control of our budget.
So we’ll go with “Display Network Only”.
Let’s name this campaign now. Generally, you should name your campaigns in such a way that they clearly
describe the product that they are promoting and the type of campaign. At UpGrad, we have multiple
programs. Each program would have its own campaign. Since this is the display campaign for digital
marketing program campaign, let’s name it “DM (for digital marketing) - Display”.
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Once we have the name and type set up, we should select the objective of the campaign. We could go ahead
with ‘no objective’ but that’s a simple way of wasting money and obviously we don’t want to do that. Based
on the objective selected, Google optimizes the campaign to achieve the best possible results for our
objective.
The objectives are divided into 3 types by Google-

1. Build Awareness - This means Google will try to show our ad to as many people as possible. It is used
by brands who want to either want to establish their presence or increase recall. ‘See your ad’ is the
only available option
2. Influence Consideration - This means Google will try to either increase clicks on your ad that take
users to your website or get users to engage with some content like a poll or a survey. The options
available are ‘Engage with content’ and ‘Increase visitors’. The former is used to gather information
about users while the latter is used to educate users about your product
3. Drive Action - This is used to get users to take an action on your website or app. Google will try to
show ads to users who are most likely to perform your desired action. The options available are
a. Buy on your website
b. Take an action on your website (for example, fill out a form)
c. Call your business
d. Visit your business
e. Install your mobile app
f. Engage with your mobile app

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Depending on your business and campaign objective, you can choose any one of these. For example, an app-
based company like Uber would choose an objective ‘Install your mobile app’.

Right now, users don’t know what UpGrad is, so getting them to take actions on the website might be a little
optimistic. However, simply spreading awareness of Upgrad won’t help the Digital Marketing program if the
users don’t know how the Upgrad Digital Marketing program compares with all others already available.

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We can do this by getting users to the Digital Marketing landing page on the Upgrad website. Here we can
educate them about our program. So we will choose ‘Visit Your Website’ as our objective.

Next we have to choose which locations we want our ad to be shown. As we learned in the first module, in
order to design a marketing campaign, we must segment the audience into groups most likely to purchase
the product we are selling. Location is one of the ways to segment an audience. To do this in Adwords, if we
click on advanced targeting, we can select a city, region, country or a postal code as a segment. We could
also choose an area within a radius of a specified distance from a point on the map.
Since this is an online program and we want to reach everyone in India, we will select all of India as our
targeting location. Next we have to choose the language of users who can be shown the ads. This is another
way to segment an audience. In adwords, this is the language which a user has previously viewed content
in. Since, this program is available only in English so it makes sense to keep the language English as well.

Next is the bid strategy. There are 3 automatic strategies and 1 Manual.

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In the automatic ones, Google decides the bid based on the strategy either to

1. Reach a target cost per acquisition - In this you have to specify what ‘acquisition’ means. It could be
a form filling on the site or an app install. Google will try to bid in such a way that you reach the CPA
you want
2. Maximize clicks - In this, Google tries to maximize clicks within your specified budget. It decides how
much and where to bid
3. Viewable CPM - CPM stands for cost per mille i.e. amount spent for showing an ad 1000 times. Google
will try to show the ad to as many people as possible at the lowest cost

If you are new to Adwords, using automatic can be good because Google does all the work for you. However,
automatic targeting is not always beneficial as you might want to have more control over your spending.
Automatic bidding can lead to you spending large amount on clicks that may not be useful.
Manual Cost per click allows you to set the maximum bid amount you are willing to pay for a click. You can
set this at an ad group level as well. This gives you more flexibility and control over your spending. To gain a
deeper understanding, we will be using manual CPC in our campaign.
Next is the budget. This depends on your marketing budget and how much you are willing to spend.

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For now, let us tentatively select Rs. 10,000 per day. This tells Adwords to stop showing ads once this amount
has been spent in a day. Actually, AdWords spends up to 20% more than the specified budget. So you should
figure it in before setting a budget. For this example, we can go ahead with a budget of Rs. 10,000.

After this, there are a few additional settings that Google provides.
1. Delivery method - There are 2 methods - standard and accelerated.

In the standard method, ads shown are distributed throughout the day. In accelerated, ads are shown
as quickly as possible till the daily budget is exhausted. In the accelerated delivery method, Google
shows ads at higher costs and on a more relaxed targeting criteria to exhaust budget as early as
possible. If an advertiser’s budget gets exhausted very early in the day, their ads won’t be shown for
the rest of the day. This could lead to a loss of potential customers who could have been shown ads
later in the day. Hence it is not recommended for most advertisers

2. Ad extensions - If you are a local business, you can use these to add information in your ads which
can help a visitor either call you or arrive at your office or store. Since we want neither, we’ll not add
these
3. Schedule -
Here you can set the start and end date of a campaign and also specify time of the day when you
want to show an ad
While setting up a campaign, it is best to leave these as default. After the campaign has been running
for a while, we can choose to tweak these settings based on results. E.g. if we notice that most of our
clicks happen between 8 am and 6 pm on a weekday, we will change the ad scheduling to show ads
only during this time

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4. Ad delivery - If you have more than one ad design in a campaign and you’re not sure which one will
give you better results, you can select this option to choose which design to show. The options are:
a. Optimise for clicks: Show ad designs expected to provide more clicks
b. Optimise for conversions: Show ad designs expected to provide more conversions
c. Rotate evenly: Show ad designs more evenly for at least 90 days, then optimise
d. Rotate indefinitely: Show lower performing ad designs more evenly with higher performing
ad designs and do not optimise
We’ll select the recommended optimise for clicks option.
5. Device: This is another method to segment an audience. Here we can choose whether we want to
target specific mobile users based on
a. Operating system - Android, windows, iOS
b. Device models - e.g. Moto G, iPhone 6S
c. Operators or Wi-Fi - which network provider the users are using e.g. Vodafone, Airtel, and
BSNL etc.
We’ll select all devices for now as we don’t want to exclude anyone.

If after running the campaign, we see that some devices perform better than others, we may want
to target those while excluding those which don’t.
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 6. Dynamic ad settings - If you want to advertise different products based on a user’s browsing history,
you can create dynamic ads that show. This requires setting up dynamic remarketing on your website
or app
Since we are advertising just 1 product i.e. Digital Marketing program, we can leave this blank. We
will learn about remarketing in detail in a later module
7. Campaign URL - If you use a third party tool to track performance of your marketing campaigns, they
provide a tracking URL that you can use here
We are not using a third party tracking tool. So we’ll leave this blank.
8. Location options (advanced) - Here you can choose to target users who show interest in a location.
When we set a location, we only covered people in the India. However there could be people outside
India who are looking at Indian websites and want to know more about marketing in India. Using this
option we can target them as well

Click Save and Continue. This will take you to the step for creating an Ad Group.

How to create an ad group?

Now let’s create an ad group. An ad group is the second level in a campaign. In the campaign, we specify
what we want to achieve from our marketing efforts and how much we are willing to pay. In an ad group we
specify exactly whom we want to target. For each such ad group we can create several ads. Hence the name
‘Ad group’.

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The first two fields are name and the CPC bid. We’ll come back to these after we have chosen our targeting
method. Landing page is the page where a user will reach if he/she clicks on an ad. We want users to reach
the digital marketing program page on the upgrad website. For that we will go to the upgrad website
www.upgrad.com and scroll down to the digital marketing program. Click on ‘View Details’. This will take us
to our desired landing page. We will copy the URL of this page and paste it as our landing page URL.
Next we will choose a targeting method. As we learned in the first module, within an audience segment, we
should target specific groups of the audience. In Adwords, there are 5 major targeting methods based on
where and to whom we can show ads.

● Where
○ Managed Placements - Choose and target specific websites where you want to show ads. It is
advisable to use this only when you’re sure that a certain website is getting good results
○ Contextual Targeting - target web pages based on keywords on the page where the ad is to
be shown. This is useful when you want to target specific web pages
○ Topics targeting - target websites or apps that Google has identified related to a topic you
want to target. If you want to target a broad topic like marketing or cricket, Google has divided
its ad inventory into these topics. We can choose ones which are relevant to us
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 ● To whom
○ Demographic Targeting - based on age, gender, location etc. If you know the demographic
○ Interests and remarketing - Target buckets of users who have shown interest in buying a
product you are selling. There are 6 options in this
■ Affinity audiences - Audiences who are known to be interested in topics like cars,
sports, movies, beauty products etc.
■ In-market audiences - Audiences whom Google has identified are in-market for the
product you are trying to sell
■ Remarketing list - Audiences who have already visited your website
■ Customer email list - List of email IDs you provide to Google who will be shown ads if
they are logged into their Google account
■ Similar audiences - Audience whom Google has identified as being similar to your
website visitors based on the online browsing patterns of your website visitors

You can check out all types of targeting to see which works best for you. For the sake of illustration here,
we’re going to create an ad group with ‘Topics’ targeting. Since we are promoting the digital marketing
course, it makes sense to target websites that come under the topic ‘Marketing’. This topic can be found
under the Advertising & Marketing subtopic of Business & Industrial heading. Click on the horizontal double
arrow next to it to select it. You’ll see an approximate number of times the ad is expected to be viewed in a
week. We can add another layer of targeting to this in a similar fashion from among the other targeting
methods. For the sake of this lesson, we’ll just stick to one method. The last option is whether we want
Adwords to find new customers for us.
There are 2 options in this - place ads conservatively or place ads aggressively.
In the conservative option, AdWords strictly adheres to our budgets and targets users who can be acquired
at our current cost per acquisition.
In the aggressive method, it can go beyond our current cost if it has identified users who are more likely to
be acquired. This can be explored if you feel your targeting is not sufficient and you trust adwords to find
better users.
For the sake of simplicity, we will stick to our targeting so for now, we will not use this option. We had left
the name and CPC bid unchanged. Now we can go back to them. An ad group differs from another primarily
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in its targeting. Hence that should be reflected in the name. The best practice is to mention the audience

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that we are targeting in the name itself. In this case, we’re targeting the topic ‘Marketing’ for the Digital
Marketing Program. So we can name the ad group, ‘DM - Topics - Marketing’.

Now we should set the CPC bid. For this, we need to know the usual rates for a display campaign with our
targeting. This can be done using the Display Planner Tool. To access this tool, go to the ‘Tools’ tab in your
page and open Display Planner in a new tab. Here, select ‘Get performance forecasts for your targeting’. To
see the performance forecast for the topic ‘marketing’, we need to know its code. It can be found on this
page: https://developers.google.com/adwords/api/docs/appendix/verticals
If we scroll down on this page, we see that the code for marketing is 83.
Now we’ll go back to our display planner tool and type in “Topic:83” and click ‘Get forecasts’. We haven’t
set the daily budget in this. We should set it to our budget of Rs. 10,000. We can see that if we set a max
CPC of Rs. 56.40, we are getting about 5000 clicks at an average CPC of Rs. 13.86. That seems sufficient for
now. It is important to know that this is only an estimate. The actual results will vary based on the quality of
our ads. It is possible that we may get a lot more clicks at a lower average CPC if our ad is very attractive.

It is also possible that we may get much fewer clicks. We’ll learn some guidelines to increase chances of
getting clicks in the next session. For now, the best course of action is to go ahead with this estimate for
now and change bids later when we have sufficient data from running the campaign.
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So let’s get back to our ad group and set the max CPC bid to 56.40.

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With this, we have set up our ad group. Click ‘Save and continue’ to move on to create an ad.

How to create an ad?

There are 2 ways you can create ads for your campaigns
1. Upload your own ads
2. Use Adwords Ad builder to create ads
If we were to design on our own, we should follow some guidelines that increase the chances of an ad being
successful. To do this, we can follow the AIDA Framework

○ Attention: An image with a human character or brand ambassador that attracts attention of
an internet user to your ad
○ Interest: A catchy headline or offer that convinces a user to click on the ad
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○ Desire: A sense of urgency by adding terms like “Now” or “Only 10 seats left”

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 ○ Action: A clear Call-To-Action like “Click Here”

Other points to note for display ads:

■ Match the size requirements of Google
■ Brand property - logo, tagline etc. should be consistent with the landing page

However if you do not have a designer, Adwords Ad builder does a lot of the heavy lifting for you like
matching size requirements, selecting images and colours from your landing page, adding a call-to-action
etc. To use Adwords Ad builder, click on ‘View Ad Ideas’

You need to fill 3 form fields -

1. Headline - A few words in a large font that attract a user’s attention towards the ad
2. Description - A line or two describing what the ad is about
3. Button label - The call to action in the ad like ‘Know More’ or ‘Click Here’
This text should make a user click on your ad. For our ad I have chosen the following:
Headline: Learn Marketing in the Digital Age
Description: 5-month Online Program in Digital Marketing

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Button Label - Enrol Now

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Click on ‘Show me ideas’. Adwords will show a few designs for you to select from. I like this one. To change
the colours on this, click “Edit”.
When a user clicks on an ad, the flow should be such that he should feel that he is in the right place. A good
way to ensure this is to use the same colours in the ad as on the web page. I want to use colours that are
also present on the Upgrad website. The text is in black. So I’ll change the text colour on the ad to black by
clicking on the small box next to the headline field and selecting black. I’ll also do this for the description.
The button field has two small boxes next to it. The button on the Upgrad website has text in white and a
reddish background. It seems about right.

Now I need to change the background colour. On the upgrad website, the background is greyish but not the
same shade as the ad. If you click on the first small box next to the word ‘Background’, you will see that there
is a 6 character code. This describes the exact colour. From our web designers, I have found that the code
for the website background is EEEEEE. So I’ll just use it here. Now I’ll just check how the ad looks in different
sizes. Looks good. Click Done and we’re done with creating an ad.

Well, there are so many options available in Adwords, it’s easy to get overwhelmed. But don’t be, since most
of the options are very easy to understand and use. And always take learnings from the Tool Lab session for
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the SEM module on Adwords.

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Now, we have set up our display campaign. If we select the right target audience and the right CPC bid, we
should get the best results in our first attempt. But that’s almost impossible. We don’t know what our
competitors are doing. In fact, if other advertisers have been running campaigns for a while, they have access
to data from their own campaigns. Once our campaign is live for a week or two, we will have enough
information to tweak our campaigns and improve its performance. This is where we need to optimise our
campaign elements. In this segment, let us learn how to optimize our campaigns using Adwords data.

Optimizing campaigns in GDN

How to optimize your campaign?

Exclude site options
The internet is a great resource of information. However not all of it is useful to you as a marketer. In your
own browsing experiences you must have come across several sites that are full of spam or illegal content.
When you create ads in Adwords, you let AdWords place your ad on any site registered as a publisher as
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long as it meets your targeting criteria. It is quite possible that your criteria is met by gambling sites,

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pornographic sites or sites that illegally host copyrighted content. Not only are these sites illegal, they are
also potentially harmful to visitors’ devices.

There are 2 major reasons why you would not want your ads on such sites
1. Negative brand image: Association with illegal content affects your brand negatively. Users may not
be familiar with ad exchanges and how ads are shown. But they will form a less than favourable
impression of a brand that advertises on such websites
2. Waste of money: Clicks from such websites are usually of a low quality. Websites that indulge in
illegal activities are often stuffed with ads to maximize their income. As a result, the clicks are often
mistakes by users who had no intention of clicking on your ad. Since most campaigns run on CPC, you
will end up paying for these clicks even though they do not help in your marketing goals

Fortunately, Adwords allows you to exclude certain categories of sites, sites that you do not want to show
ads on. For this, click on the campaign from which you want to exclude these sites.
Click on the ‘Display Network’ tab. This will show you the performance of your targeting method.
Scroll down to the red button after Site category options labelled ‘+ Options’. Click on it to open up a list of
categories. Here you will see that some categories have a green circle next to them while some have red.
The red indicates that your ads should not be shown on sites from that category.
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It would not be a good idea to show this ad on sites in the ‘Sexually suggestive’ or ‘Profanity and rough
language’ categories. Also gambling isn’t legal in India so I should exclude that as well.
So I will go to these and click on the double arrow next to them, then select ‘Excluded’. Depending on your
experience and preferences, you can choose to include or exclude certain categories. For now, I think this is
sufficient for our campaign. So I’ll just then scroll down and click save.

Optimizing placements
As we mentioned at the start of the program, one of the advantages of digital marketing, is that we can
measure performance of our efforts accurately. What this also means is that we can make changes based on
those results to improve our efforts.

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To make decisions based on data, we will follow a simple 3-step process:

1. Set benchmarks
2. Identify strong and weak points
3. Take actions

In display advertising, when we intend to ‘improve our efforts’, what we mean is that we should get the
highest conversions at the lowest price. In other words, we should minimize the cost per conversion. Clearly
we can do this by doing either or both of
1. Cutting down costs without affecting conversions AND
2. Increasing conversions without affecting costs much
Let’s see how we can use our 3-step process to achieve this

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Setting benchmarks
Before we make any changes to our campaigns, we must be sure of what our benchmarks are. For example,
if we want to minimize the cost per conversion, we should know what is a realistic cost per conversion that
we can compare against. To do this, we can start with the average cost per conversion. This is a good starting
point because we already know that this is achievable.
Identifying strong and weak points
The average might not be the minimum. There will be some publishers which are driving this up by burning
a lot of money while not leading to any conversions. These are our weak points.
There will be some publishers which are over performing i.e. their cost per conversion is significantly lower
than the average. Typically the publishers in the lowest 20% in terms of cost per conversion are our best
publishers. In other words, if we have 100 publishers then we will look at the 20 publishers which have the
least costs per conversion. These are our strong points.

Taking actions
If we simply remove the publishers that we identified as burning money, we could drive down our cost per
conversion.
Similarly, we would want to increase bids for over performing publishers. Before we make any changes here,
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we must check if we are getting the most out of these publishers. What we need to check is whether our ads

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are showing as many times as possible. This is given by the ‘display impression share’ data. Display
impression share is the number of times our ad won the real time bidding auction divided by the number of
auctions it participated in. If this number is around 90%, it means we’re winning 90% of the auctions. If we
increase bids on these publishers, there might not be a significant increase in impression share as it is already
high. However we could end up losing money because of high bids. So we must look at publishers with less
than 50% impression share. Here, we have a potential of doubling our impressions from publishers which
are known to give us good results. Thus, we increase our chances of getting higher conversions without
overspending. We can do this by adding these to a separate campaign using managed placements but with
a higher CPC bid than in our previous campaign.

We’ll learn how to do this using AdWords:

1. First you need to download your placements report. For this, in your AdWords account, go to the
Display Network and select the ‘Placements’ Tab. Here you will see the websites on which your ads
have been shown. Near the top, you will find an icon with ‘Down arrow’. Click on it. This will download
the whole report
2. Now, you need to open the downloaded report in Excel
3. By dividing the total cost and the total number of conversions, you can calculate the average cost per
conversion for your campaign
4. After this, you will need to use the ‘filter’ feature in excel
5. After adding filters, sort the cost column from highest to lowest
6. Now, in the ‘conversions’ column, filter to show only those rows that have 0 conversions
7. There might be some which have no conversions because the amount spent on them hasn’t been
spent yet. Use filters to show only those rows that have cost > average cost per conversion
8. The list of sites that you see now have produced zero conversions while spending a significant amount
of money. Clearly, you need to remove these sites from placements
9. To do this, copy this list of sites and go back to Adwords
10. Scroll down to find a button called ‘Exclusions’. Click on it to open a box where you can add sites in
the ‘excluded list’
11. At the bottom of this box, you will find ‘Add Multiple exclusions’. Click on it and paste the list of sites
you have copied
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12. Click save for your changes to take effect

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Thus we have removed nonperforming publishers.

For the over-performing publishers, we can sort by cost per conversion, select the publishers with lowest
20% and make a new campaign with “Managed Placements” targeting and add these publishers to this
campaign with a higher bid.

You can apply the same process to other reports in AdWords like
1. For demographics, you might want to exclude certain age groups if they are not attracting sufficient
conversions
2. For geographies, you might want to exclude certain locations while increasing bids on certain others
depending on their conversion data
3. For devices, you might want to increase or decrease bids for mobile users based on their conversion
data

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Summary

Wow. That was not that difficult a session, was it? To recap, in this session we understood how to set up and
optimise display campaigns using Google Adwords.

To begin with, we understood the basic difference between an Adsense platform, which is used by the
publishers and an Adwords tool which is used by the advertisers. We then understood how to set up a display
campaign on the Google display network with the help of Google Adwords.

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We start by setting up the
1. Objective and deciding on the
2. Payment method, which can be a CPA, a CPC or a CPM.
We then go ahead by
3. Creating ad groups and finally, we create the ad to set up our campaign

Once our campaign is live, we must

1. Measure the campaign and
2. Optimise it to get better results for our campaigns. Some of the optimisation techniques using Adwords
include so that’s it for this module, and keep optimising until we see you in the next session!

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Or by any means, electronic, mechanical, photocopying, recording or otherwise,
Without the prior permission of the publisher.

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