Google Display Advertising Flashcards
What is the Google Display Network?
The GDN is a network of websites which run Google Ads as placements on their sites. This is a partnership agreement where Google pays the site owner a commission of advertising revenue for the placements. As an advertiser, you can currently target a reported 90% of the internet’s users on the GDN with your advertising campaigns.
What’s the difference between a stunning ROI and complete failure in PPC?
It’s how well you know the options available to you and how well you prepare & implement your strategy.
How many sites are on the Google Display Network?
It’s reportedly over two million sites are currently on the GDN.
What’s the best approach when using the GDN as a front-end channel?
The best approach is “interruption marketing”. You present an enticing offer that is so engaging that viewers feel compelled to stop what they’re doing and give your ad a healthy moment of attention.
What are the benefits of advertising on the GDN?
- Reach over 90% of internet users.
- Target specific groups of people with specific interests.
- Use more creativity in your ads.
- Reach app users.
- Generate an impressive ROI. If you tackle the GDN with the right strategy, you can dominate your niche at a fraction of the cost.
What are the placement options on the GDN, and what do they mean?
- Managed placement targeting. You enter the URL’s of the sites you want to target. If they’re available, Google will show your ads there.
- Topic targeting. Google categorises all of the pages on it’s system into topics. You can choose to go wide or narrow. There are currently 2,221 topics to choose from.
- Keyword targeting. Each page on the GDN has a central theme. Keywords are used in keyword targeting to target those particular themes. Google finds the pages to match your chosed keyword themes. The easiest way to create a keyword targeted campaign is to put one keyword in each ad group.
- Behavioural targeting. This focuses on the people who are browsing rather than the data on a particular site.
What are the two types of behavioural targeting, and how do they work?
- Interest Targeting. You’re targeting their behaviour across the web.
- Targeting their behaviour on your site.
What are the two types of interest targeting?
- Affinity targeting. This is where you target people based off of their behaviour over many months. The types of websites they’ve been to and searches they’ve done.
- In Market Targeting. This targets people off of their behaviour over just the past one to two weeks. Great for eCom.
What’s the five main types of remarketing in behaviour targeting?
- Basic remarketing. You show an ad to a visitor based on the action they took on your site.
- Youtube remarketing. You can view every person who views, comments or likes your videos.
- Customer match. You can upload a .csv file with email addresses. The ones Google recognises will be targeted with ads.
- Dynamic retargeting. You can show your ads with a specific product the person has viewed previously.
- Similar audiences. If you’ve generated a list of 20,000 people, you can then choose to target other Google users who are similar to yours.
What’s the main ad option available on the GDN?
Responsive ads. These allow us to show multiple formats of ads from just one set of assets.
What is The Display Grid?
It’s a tool that allows you to easily visualise all of your Display strategies in one place and create a plan for campaign launch and ad set combinations and targeting.
What are the bidding options available on the GDN?
- Cost Per Click
- Cost Per Thousand Impressions (CPM)
- Cost Per Action (CPA)
- Pay Per Conversion
What is CPC bidding on the GDN?
- This is manual. You set the max amount you’re willing to pay per click and Google will charge you each time someone clicks on your ad.
What is CPM targeting on the GDN?
You pay every time you receive 1,000 impressions. This is great for brand awareness.
What is CPA targeting on the GDN?
Cost per action. Automated bidding. Usually need 15 conversions in a 30 day period.
