The Google Display Network (GDN) is an effective way to advertise to relevant audiences across the internet. The network reaches more than 80% of the online users with over 700 million users each month. Whilst these statistics make the Display Network a very powerful advertising platform it also means there are many mistakes you can make which will lead to targeting irrelevant audiences and wasting your budget.
To really harness the power of Google’s Display Network the campaign needs to limit the audience so that only the target market will be shown the ads. Incorrect targeting can cost your company a lot of money for very little return.
Image sourced from: Udemy
In this week’s AdWord’s Quick Win we explain how we successfully rebuilt a client’s Display campaign ad groups and Network to target relevant topics and audiences. This client is an eCommerce website in a competitive market that requires a quick lead time. Therefore, typically an internet user will click on a Display advertisement that clearly states the benefits and is relevant to their needs.
Objective: To Reduce Cost Per Conversion On The Display Campaign
Our objective was to reduce the cost per conversion (sale) of the Display campaign to successfully align with the Search conversion cost. We had been managing the Search campaign for the client and have achieved a low cost per conversion with a high number of conversions. To expand our reach we devised a strategy for the Google Display Network to work alongside the Search Network.
Implementation: How We Increased Conversion Rate & Reduced The Cost Per Conversion
Step 1: Optimised Keywords, Copy & Landing Page For High Relevancy
We rebuilt the Display campaign ad groups splitting them into their most popular searched for brands and product types online. Extensive keyword research was performed using thematic keyword groups and popular, relevant Australian search terms.
Careful optimisation was implemented to ensure the ad, landing page and ad group keywords were effectively matched. This relevancy was very effective for the campaign as the ad groups were brands that were popular search terms. This allowed us to create ad groups with tightly targeted keywords that were highly relevant to the ads and landing page.
Step 2: Targeted Managed Placements
The next step in the strategy was to efficiently target placements for the Display ads, rather than using automatic placements with Google. Managed placements lets you choose which websites (even filter as far as sections of a website) to display your ads. The ads should be placed on websites where your ideal customer spends time online to ensure the clicks and leads to the website are relevant.
Step 3: Selecting Accurate Needs and Interests
The target audience for this client is widely varied with customer being of any age or gender. So, to optimise the campaign to target audiences by their needs and interests we targeted topics of interests that an ideal customer would be interested in online.
Step 4: Creating An Enticing Offer For The Campaign
To entice audiences to click on the ad we decided on an offer that would help solve the customers’ problem…the need for super quick delivery times on top brands in the industry. Therefore, the ad copy communicated this solution to the audiences’ problem, enticing them to click on the ad to the highly relevant landing page.
Step 4: Continuous Testing & Optimisation Of The Campaign
The continuous optimisation of the Display campaign included;
- Bid optimisation based on ad position and performance
- The removal of keywords and ad groups with poorer performance
- Exclusion of placements with poor conversion
- Targeting of network sites more relevant to the product offering
The results have been very successful with the conversion rate increasing by 37.08% from February to March, and are still increasing into April.
The cost per conversion has reduced by 43.70% and is still falling!
*Screenshot taken 14/04/2013
The Google Display Network is a great opportunity to increase relevant and qualified traffic to your website. However, there are many working variables that impacts the success of the campaign including; specific targeting, placements, landing page, copy, keywords and offer. Continuous testing and optimisation of the Display campaign will ensure maximum results are achieved in order to increase your online leads.
Interested in learning more effective AdWords strategies? See how we reduced the cost per conversion by 63.11% in just one month!