Set Your Display Campaigns Up For Success - Google Best Practices:
In this video, learn how to set up your display campaigns for success. We’ll cover three things:
+ How to check for accurate website and app conversion tracking
+ Separate display and search campaigns for more control, AND
+ Think beyond last-click attribution
Want to get Google's official Best Practices right in your inbox? Sign up here: https://goo.gl/4kq9Xp
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TRANSCRIPT
00:06
- Hello world. Welcome to our ongoing series on the Google Display Network. My name is Tran Ngo, and I'm a product marketing manager here at Google, focused on display best practices.
In this video we're going to talk about how to set up your display
campaigns for success. We'll cover three things today:
+ First, how to check for accurate website and app conversion tracking.
+ Second, separating display and search campaigns for more control.
+ Third, think beyond last-click attribution.
00:39
First you'll want to check that you're accurately tracking website and app conversions. After all, your ability to optimize is only as good as the data you're using. We recommend you check your conversion tracking on a regular basis. There a few ways you can check.
For example, you can generate test conversions and compare numbers across Adwords, Google Analytics, or your third party platform. The last thing you can do is view the page source of the conversion page to ensure the tag on the page matches your conversion tracking code in Adwords.
Another thing you can do is to use the Google Chrome extension tag assistant to verify your tags are working properly.
01:19
Second, keep search and display campaigns separate for more control. Both channels play a roll in introducing customers to a brand and moving them closer to purchase.
But they also reach consumers in different context. For example, on the search network, advertisers use keywords to capture explicit intent. For example, an airline website can assume that a person searching for a "flight" to Thailand is also looking for a "trip" to Thailand.
On the Google Display Network marketers use signals to influence and capture intent. Such as, past behavior, context of a page, or demographics. In this same example, the airline website can reach people who booked a flight with them in the past. Or reach people who recently browsed travel websites.
02:08
Third, it's important to think beyond last-click attribution. Today's purchase pass often span multiple channels. People who see your display ad but don't click on it, might later remember your brand and search for your products when they need them.
Advertisers who only use last-click attribution risk under investing in display. So how can you measure the value of a display ad? Consider one of these three approaches. Keep in mind you'll be using these findings directionally when making budgeting and bidding decisions.
First, you can add view-through conversions to placement reports. View-through conversions measure a conversion when someone sees but doesn't click on the display ad on the Google Display Network before completing a conversion. Use this metric to optimize your display performance or identify high performing placements.
The second thing you can do is to review the Assisted Conversions report in Google Analytics to understand how many conversions each channel initiated, assisted, and completed.
Third, you can also run A/B split testing to understand how many more visits, or conversions occurred as a result of your display ads.
03:19
Now let's recap what we talked about.
+ First, check for accurate website and app conversion tracking.
+ Second, separate display and search campaigns for more control.
+ Third, think beyond last-click attribution.
Thanks for watching this video and make sure you tune in to the rest of our Google Display Network series.
In this video, learn how to set up your display campaigns for success. We’ll cover three things:
+ How to check for accurate website and app conversion tracking
+ Separate display and search campaigns for more control, AND
+ Think beyond last-click attribution
Want to get Google's official Best Practices right in your inbox? Sign up here: https://goo.gl/4kq9Xp
-------------------------
TRANSCRIPT
00:06
- Hello world. Welcome to our ongoing series on the Google Display Network. My name is Tran Ngo, and I'm a product marketing manager here at Google, focused on display best practices.
In this video we're going to talk about how to set up your display
campaigns for success. We'll cover three things today:
+ First, how to check for accurate website and app conversion tracking.
+ Second, separating display and search campaigns for more control.
+ Third, think beyond last-click attribution.
00:39
First you'll want to check that you're accurately tracking website and app conversions. After all, your ability to optimize is only as good as the data you're using. We recommend you check your conversion tracking on a regular basis. There a few ways you can check.
For example, you can generate test conversions and compare numbers across Adwords, Google Analytics, or your third party platform. The last thing you can do is view the page source of the conversion page to ensure the tag on the page matches your conversion tracking code in Adwords.
Another thing you can do is to use the Google Chrome extension tag assistant to verify your tags are working properly.
01:19
Second, keep search and display campaigns separate for more control. Both channels play a roll in introducing customers to a brand and moving them closer to purchase.
But they also reach consumers in different context. For example, on the search network, advertisers use keywords to capture explicit intent. For example, an airline website can assume that a person searching for a "flight" to Thailand is also looking for a "trip" to Thailand.
On the Google Display Network marketers use signals to influence and capture intent. Such as, past behavior, context of a page, or demographics. In this same example, the airline website can reach people who booked a flight with them in the past. Or reach people who recently browsed travel websites.
02:08
Third, it's important to think beyond last-click attribution. Today's purchase pass often span multiple channels. People who see your display ad but don't click on it, might later remember your brand and search for your products when they need them.
Advertisers who only use last-click attribution risk under investing in display. So how can you measure the value of a display ad? Consider one of these three approaches. Keep in mind you'll be using these findings directionally when making budgeting and bidding decisions.
First, you can add view-through conversions to placement reports. View-through conversions measure a conversion when someone sees but doesn't click on the display ad on the Google Display Network before completing a conversion. Use this metric to optimize your display performance or identify high performing placements.
The second thing you can do is to review the Assisted Conversions report in Google Analytics to understand how many conversions each channel initiated, assisted, and completed.
Third, you can also run A/B split testing to understand how many more visits, or conversions occurred as a result of your display ads.
03:19
Now let's recap what we talked about.
+ First, check for accurate website and app conversion tracking.
+ Second, separate display and search campaigns for more control.
+ Third, think beyond last-click attribution.
Thanks for watching this video and make sure you tune in to the rest of our Google Display Network series.
