Google Display Network to Showcase Media to Advertisers

Google has announced that all their non-search display advertising will be collectively called the Google Display Network from now on, replacing the existing Google Content Network.

The new network covers Google display ads on Google Maps, YouTube, Gmail, Google Finance, Blogger and other ad partner sites.

Google made the announcement on their Inside AdSense blog, claiming the move was to make their display media clearer to advertisers:

“The Google Display Network will comprise all of the sites where advertisers can buy ads through Google, including the over one million AdSense and DoubleClick Ad Exchange partners as well as YouTube and Google properties such as Google Finance, Gmail, Google Maps, and Blogger… The Google Display Network offers all ad formats – text, image, rich media, and video ads – enabling advertisers to unleash their creativity and engage visitors on your websites in various ways.”

If you’re an AdSense publisher you’re already part of the Google Display Network. No changes have been made to how AdSense works and no action is required by you to opt-in. However, if you use AdSense for search, your AdSense for search ad space won’t be part of the Google Display Network.

Advertisers will continue to be able to purchase ads on your search results pages in the same way they always have.

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SMX Sydney 2010: Not Your Father’s AdWords – The New Google Ad Formats

At the podium now is Frederick Valleay, AdWords evangelist at Google, to talk about the new and exciting Google ad formats.frederick-podium

Frederick explained the background of the new ad formats. They put together the AdWords New Ad Formats initiative – a project to include richer types of information within AdWords ads. It has two themes:

1) Ad Extensions

- Help users find information they want by enhancing standard text ads with additional relevant information

2) New Ad Models

Help users find answers to problems by enhancing with rich media.

Now doing movie ads – started only a few days ago and only available to a few advertisers.

Some new ad models include real time data e.g. mortgage rates are updated right there within the ads, if relevant. Another model works on a Cost Per Acquisition model where the advertiser only pays when a conversion occurs. Ad sitelinks is a recent model proving very successful.

“Ad sitelinks is the single most effective change we’ve made to our account” says Dell

What can be done with Ad Sitelinks?

- you have several links in your text ad instead of just one

- increase your click through rate

- pushes your competitors down the page

- more links = more potential for clicks

- also more relevant because it gives users 5 options to go to on your site – meaning they find what they’re looking for faster

- with ad sitelinks, leverage the value of branded queries to direct users to multiple high value pages.

Showed example of Saks Fifth Ave who uses sitelink ads to promote short term sales. Timely offers work great with sitelink ads.

User segmentation

- ad sitelinks can help you segment your users before they reach your site. e.g. Dell uses this to segment business vs home users.

Brand segmentation

- your core brand may have several sub brands. You can highlight those sements and leverage your core brand to promote sub brands e.g. The Gap promotes their other brands like Old Navy.

Most Valuable Pages

QVC does this very well. Uses sitelink ads to direct people straight to their highest value categories like fashion, jewelry, etc.

Product Lines

Ad sitelinks can help you direct users to tailored landing pages based on the product category they are most interested in.

Make Links Unique

Redundant links in your ad narrow the appeal and can have a negative impact on your CTR. Make a clear distinction between your product channels using several different links.

Writing Link Text

Clear calls to action – use the link text to make it obvious what you want them to do.

Use landing page language – carry the scent – prominently display the language from your link on the associated landing page so users are more likely to stay on the page and explore their options.

Tracking and Measurement

With a few additional steps you can track and measure what works best. Tag your links – tagging links lets you view the unique query and link that prompted the visit. Use analytics to analyze and report on results.

Location Extensions
Why use Location Extensions?

- Make all your ads location aware
- display your local footprint
- deliver effective local ads at scale
- benefit from rich ad formats (shop locator, click to call ads etc.

Transform your text ads into location ads. Ads show up with your location underneath. They also show up on Google maps via sponsored links. They see street view, photographs, logo, street directions etc.

Location Extensions are now on mobile.

If you  are the biz owner for the locations you want to advertise on, go to Google Places (prev google biz center). You can verify your biz via phone or postcard.

If you are not the biz owner of the locations, you should enter your addresses directly into AdWords. Can’t be done via Google Places.

Use location extensions if:

- you want yto use same ad text for all biz locations

- you want to direct all ads to same landing page

- you want to create a lot of ads quickly

Interaction Reporting

-interaction reporting is available for your ads whether you set up extensions for your campaigns or your ads

- see how users interact with each link in your ads when they appear on Google maps

- gain insights about your ads ROI and ability to capture user interest

- Click Through to your website will be listed as usual in your Adwords account – a place to learn what’s new, what’s coming soon in the ad space

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SMX Sydney 2010: Use Transcient PPC Campaigns to Support Branding Efforts

Now Marty Weintrub is talking about transcient PPC campaigns.Marty Weintrub of AimClear

Marty starts by saying that Sydney is blowing his mind, especially coming from Duluth, Minessota.

Real World Transient PPC Mash Up Scenarios

He says transcient PPC campaigns are like “Whack a mole” game.  Working for a large corporate is Cluster _uck. So many depts to go through

- partitioned strategy and channel tactics

- SEO cppc PR, ORM, social

- Easy to ruffle feathers

What is a transicent PR Incident?

- positive and negative short-lived incidents

Key is to Minimize Damage and Maximize Benefits, says Marty.

Wow, have realized I have no hope of keeping up with live blogging now at the rate Marty is moving through the slides. Will abandon live blogging this and update this post with the benefit of Marty’s slide deck later.

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Off to Australia!

Just a heads up that there won’t be any blog posts until Thursday at the earliest.

Today I’m headed over to Australia where I’ll be giving a PPC Workshop tomorrow and taking part in the always entertaining SMX Sydney Conference later this week.

As well as giving a presentation on the joys of Twitter at SMX Bootcamp,  I’ll be live blogging as many sessions as I can and scoffing down pink drinks during all the networking events, as is the SMX tradition. Wanna join me? It’s not too late to Register!

I’m really looking forward to catching up with my #invisiblefriends and watching drunk geeks lurch on a boat as they pass under the Sydney Harbour Bridge.

At the end of the week I’m taking myself off to Melbourne to hang with my sister at Crown Casino for 5 days and treat myself to some retail and spa therapy. Hooray!

If you’re coming along to SMX, make sure you say hi. I’ll be the one wearing the lanyard.

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Q and A: Adwords, Negative Keywords and Match Types

QuestionHello Kalena!

I have a question regarding Google Adwords.

In one specific ad group I have a keyword that receives a lot of impressions and a low amount of clicks. It is a general keyword but one we don’t want to miss out on. I have it set for phrase match (the keyword is ‘wire cutters’). I want to be able to manage it by using negative keywords.

I do have a lot of negatives set up already, but I suspect there are more I could be using because ‘wire cutters’ can be used in so many applications. We have a website for a very specific niche market.

My question then is this: is there a way to see what keywords/phrases were searched on triggering an impression for my ad but not a click?

Hi Jackie,

As you are no doubt aware (but for the sake of our other readers) “phrase matched” keywords will allow your Ads to be potentially displayed for any searches which include the specific keyword phrase. Negative keywords allow you to block your Ads from showing if specific keywords are include in the search.

So for example if you have “wire cutters” as a keyword phrase, with the negative keywords “-cheap” and “-UK”, then your Ads could be displayed for searches of “jewellery wire cutters”,  “wire cutters USA”, “Australian Wire Cutters Jewellery”, but NOT for searches such as “cheap wire cutters” or “wire cutters UK”.

Negative Keywords

Using negative keywords can be a very effective way to prevent your Ads from being displayed (impressions) for searches that are unlikely to lead to sales, and at the same time improve your click through rate (and probably quality score).  However, as you have pointed out, there could be a huge list of negative keywords that may be relevant, and identifying them all can be difficult.    Unfortunately I am not aware of a simple way that you could identify keywords that give you impressions, but don’t result in clicks.  It seems like a reasonable requirement, and perhaps one of the existing Adwords reports may be able to provide this, but off the top of my head I’m not aware of any that provide what you need.  If any readers have a suggestion, please add a comment below.

Extend Target Keywords

Rather than increasing the negative keywords, you may like to consider extending your target keyword phrases by including niche specific keywords rather than general ones (this could be the best option if your niche is very specific as you have suggested).  You may also like to change the wording of your Ads to make them much more relevant to your niche. This is likely to improve your conversion rate per click, but won’t reduce your impressions, and will probably also reduce your click through rate (and possibly quality score).

Andy Henderson
Ireckon Web Marketing

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