This is the powerpoint version of the presentation on getting great results on the Google Display Network.

1. Getting the most from
the
Google Display Network
With: Jim Banks
@jimbanks
http://www.spadesmedia.com

2. Getting the most out of GDN

3. Getting the most out of GDN
• What we are going to cover in the next 45 minutes

4. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?

5. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN

6. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system

7. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system
• Why is it so important?

8. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system
• Why is it so important?
• Modern day Pareto’s Law 10/80/10

9. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system
• Why is it so important?
• Modern day Pareto’s Law 10/80/10
• Recent changes in the way GDN operates

10. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system
• Why is it so important?
• Modern day Pareto’s Law 10/80/10
• Recent changes in the way GDN operates
• Best practises for GDN account structure

11. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system
• Why is it so important?
• Modern day Pareto’s Law 10/80/10
• Recent changes in the way GDN operates
• Best practises for GDN account structure
• Secret tricks for GDN best results

12. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system
• Why is it so important?
• Modern day Pareto’s Law 10/80/10
• Recent changes in the way GDN operates
• Best practises for GDN account structure
• Secret tricks for GDN best results
• Q&A

13. Getting the most out of GDN
• What we are going to cover in the next 45 minutes
• What is the GDN?
• The history of the GDN
• The GDN eco-system
• Why is it so important?
• Modern day Pareto’s Law 10/80/10
• Recent changes in the way GDN operates
• Best practises for GDN account structure
• Secret tricks for GDN best results
• Q&A
• Special Offer for those that stay to the end

14. So what is the GDN?

15. The official Google description

16. The official Google description

17. Most advertisers depiction

18. Most advertisers depiction

19. What sort of sites can you advertise on using GDN ?

20. What sort of sites can you advertise on using GDN ?

21. What type of creatives can you run?

22. What type of creatives can you run?

23. What type of creatives can you run?

24. What type of creatives can you run?

25. The types of targeting you can do

26. The types of targeting you can do

27. The history of the GDN
http://www.google.com/intl/en/about/company/history.html

28. The history of the GDN
• March 2003 - Google Adsense is BORN
http://www.google.com/intl/en/about/company/history.html

29. The history of the GDN
• March 2003 - Google Adsense is BORN
• August 2004 - Google become a public company
http://www.google.com/intl/en/about/company/history.html

30. The history of the GDN
• March 2003 - Google Adsense is BORN
• August 2004 - Google become a public company
• October 2004 - Smart Pricing is introduced
http://www.google.com/intl/en/about/company/history.html

31. The history of the GDN
• March 2003 - Google Adsense is BORN
• August 2004 - Google become a public company
• October 2004 - Smart Pricing is introduced
• October 2006 - Google buys YouTube ($1.6 billion)
http://www.google.com/intl/en/about/company/history.html

32. The history of the GDN
• March 2003 - Google Adsense is BORN
• August 2004 - Google become a public company
• October 2004 - Smart Pricing is introduced
• October 2006 - Google buys YouTube ($1.6 billion)
• April 2007 - Google buys DoubleClick ($3.1 billion)
http://www.google.com/intl/en/about/company/history.html

33. The history of the GDN
• March 2003 - Google Adsense is BORN
• August 2004 - Google become a public company
• October 2004 - Smart Pricing is introduced
• October 2006 - Google buys YouTube ($1.6 billion)
• April 2007 - Google buys DoubleClick ($3.1 billion)
• November 2009 - Google buys AdMob ($750 million)
http://www.google.com/intl/en/about/company/history.html

34. Acquisitions for GDN
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

35. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

36. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

37. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

38. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

39. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

40. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

41. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

42. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

43. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

44. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

45. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

46. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

47. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

48. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

49. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

50. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

51. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

52. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

53. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

54. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

55. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

56. Acquisitions for GDN
Not specifically for GDN but important....
Source : http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google

58. Why is GDN so
important?

59. Why is GDN so
important?
• 87% market share

60. Why is GDN so
important?
• 87% market share
• Higher in some countries

61. Why is GDN so
important?
• 87% market share
• Higher in some countries
• Lower in others

62. Why is GDN so
important?
• 87% market share
• Higher in some countries
• Lower in others
• Important to know the
market share -
opportunity knocks

63. Why is GDN so
important?
• 87% market share
• Higher in some countries
• Lower in others
• Important to know the
market share -
opportunity knocks

64. Payout 51% for search traffic
and 68% for content

65. Modern Day Pareto’s
Law

66. Modern Day Pareto’s
Law
• The current Pareto’s Principle

67. Modern Day Pareto’s
Law
• The current Pareto’s Principle
• 80% of your profits come from 20% of your customers

68. Modern Day Pareto’s
Law
• The current Pareto’s Principle
• 80% of your profits come from 20% of your customers
• 80% of your sales are made by 20% of your sales staff

69. Modern Day Pareto’s
Law
• The current Pareto’s Principle
• 80% of your profits come from 20% of your customers
• 80% of your sales are made by 20% of your sales staff
• 80% of the rubbish comes from 20% of the slides

70. My Take On It

71. My Take On It
• 10% of your GDN results will be awesome

72. My Take On It
• 10% of your GDN results will be awesome
• 80% of your GDN results will be average

73. My Take On It
• 10% of your GDN results will be awesome
• 80% of your GDN results will be average
• 10% of your GDN results will be a disaster

74. Focus on the 20% first

75. Focus on the 20% first
•awesome
10% of your GDN results will be
• 80% of your GDN results will be average
•disaster
10% of your GDN results will be a

76. Recent changes in GDN

77. Recent changes in GDN
• Much more emphasis on mobile and video

78. Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s
own tab and management

79. Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s
own tab and management
• Keyword level data

80. Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s
own tab and management
• Keyword level data
• Display Ad Builder - Super simple process

81. Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s
own tab and management
• Keyword level data
• Display Ad Builder - Super simple process
• Topic Targeting - e.g. Automotive/Real Estate

82. Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s
own tab and management
• Keyword level data
• Display Ad Builder - Super simple process
• Topic Targeting - e.g. Automotive/Real Estate
• Interest Categories - https://www.google.com/adplanner/

83. Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s
own tab and management
• Keyword level data
• Display Ad Builder - Super simple process
• Topic Targeting - e.g. Automotive/Real Estate
• Interest Categories - https://www.google.com/adplanner/
• Much bigger account limits for structuring campaigns

84. Recent changes in GDN
• Much more emphasis on mobile and video
• Complete separation from Search - Display Network now has it’s
own tab and management
• Keyword level data
• Display Ad Builder - Super simple process
• Topic Targeting - e.g. Automotive/Real Estate
• Interest Categories - https://www.google.com/adplanner/
• Much bigger account limits for structuring campaigns
• Opened up Video - Much easier to create and to buy

85. Account Structure

86. Account Structure
• Separate Everything

87. Account Structure
• Separate Everything
• Search

88. Account Structure
• Separate Everything
• Search
• Display

89. Account Structure
• Separate Everything
• Search
• Display
• Mobile

90. Account Structure
• Separate Everything
• Search
• Display
• Mobile
• Video

91. Account Structure
• Separate Everything
• Search
• Display
• Mobile
• Video
• Countries

92. Account Structure
• Separate Everything
• Search
• Display
• Mobile
• Video
• Countries
• Use Adwords Editor to replicate and then switch

93. Account Structure
• Separate Everything
• Search
• Display
• Mobile
• Video
• Countries
• Use Adwords Editor to replicate and then switch
• Use Adwords Editor as much as you can

94. Tricks for best results
on GDN

95. Tricks for best results
on GDN
• Tag URL’s using “Value Track”

96. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”

97. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads

98. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions

99. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions
• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be
seen

100. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions
• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be
seen
• Use Doubleclick Ad Planner

101. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions
• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be
seen
• Use Doubleclick Ad Planner
• Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys

102. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions
• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be
seen
• Use Doubleclick Ad Planner
• Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys
• Use all the extensions you can

103. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions
• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be
seen
• Use Doubleclick Ad Planner
• Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys
• Use all the extensions you can
• Social for search +1

104. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions
• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be
seen
• Use Doubleclick Ad Planner
• Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys
• Use all the extensions you can
• Social for search +1
• Sitelinks for important parts of your site - Products/Services

105. Tricks for best results
on GDN
• Tag URL’s using “Value Track”
• Find the “remnant inventory”
• Change your persona to see different ads
• If you are using remarketing, then don’t add any restrictions, the remarketing will add the restrictions
• Go down to page level when getting placements - Different bid price per placement....eventually - start aggressive to be
seen
• Use Doubleclick Ad Planner
• Check for advertising page for publishers - More sophisticated usually = higher CPC but possible direct buys
• Use all the extensions you can
• Social for search +1
• Sitelinks for important parts of your site - Products/Services
• Call for mobile campaigns - Make sure it is a used phone

106. Value Track

107. Value Track
• {creative} - will show the creative ID - good for split testing

108. Value Track
• {creative} - will show the creative ID - good for split testing
• {keyword}- -therekeyword usedtype in GDN be closest match
keyword)
the
is no match
(for GDN will

109. Value Track
• {creative} - will show the creative ID - good for split testing
• {keyword}- -therekeyword usedtype in GDN be closest match
keyword)
the
is no match
(for GDN will
• {placement} - the domain name of where the click took place

110. Value Track
• {creative} - will show the creative ID - good for split testing
• {keyword}- -therekeyword usedtype in GDN be closest match
keyword)
the
is no match
(for GDN will
• {placement} - the domain name of where the click took place
• {target} - the placement category (if used)

111. Value Track
• {creative} - will show the creative ID - good for split testing
• {keyword}- -therekeyword usedtype in GDN be closest match
keyword)
the
is no match
(for GDN will
• {placement} - the domain name of where the click took place
• {target} - the placement category (if used)
• {aceid} - the control or experiment ID if using Campaign
Experiments

112. Value Track
• {creative} - will show the creative ID - good for split testing
• {keyword}- -therekeyword usedtype in GDN be closest match
keyword)
the
is no match
(for GDN will
• {placement} - the domain name of where the click took place
• {target} - the placement category (if used)
• {aceid} - the control or experiment ID if using Campaign
Experiments
• {adposition} - the position your ad was in - e.g. 1t1 = page 1 top
position 1

113. Value Track
• {creative} - will show the creative ID - good for split testing
• {keyword}- -therekeyword usedtype in GDN be closest match
keyword)
the
is no match
(for GDN will
• {placement} - the domain name of where the click took place
• {target} - the placement category (if used)
• {aceid} - the control or experiment ID if using Campaign
Experiments
• {adposition} - the position your ad was in - e.g. 1t1 = page 1 top
position 1
• E.g. - htttp://www.example.com/?target={target}&placement={placement} would become http://www.example.com/?target=%2Fentertainment%2Fcelebrities&placement=gmail.com

114. Find the remnant inventory

115. Find the remnant inventory
• Unsold inventory = house ads
• Google Chrome
• Adwords

116. Change your persona

117. Change your persona
• https://www.google.com/ads/preferences/

118. Change your persona
• https://www.google.com/ads/preferences/
• Fewer ads: Those who are opted-in see 7% fewer ads than opted-out users.

119. Change your persona
• https://www.google.com/ads/preferences/
• Fewer ads: Those who are opted-in see 7% fewer ads than opted-out users.
• More relevant: Opted-in users are 33% more likely to click on ads than
opted-out users.

120. Change your persona
• https://www.google.com/ads/preferences/
• Fewer ads: Those who are opted-in see 7% fewer ads than opted-out users.
• More relevant: Opted-in users are 33% more likely to click on ads than
opted-out users.
•

122. Remarketing

123. Remarketing
• Only Google call it remarketing, everyone else uses retargeting

124. Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers

125. Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers
• Upsell with a remarketing campaign for buyers - People that
bought A also bought B

126. Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers
• Upsell with a remarketing campaign for buyers - People that
bought A also bought B
• Segment your site

127. Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers
• Upsell with a remarketing campaign for buyers - People that
bought A also bought B
• Segment your site
• Smallish windows of opportunity to “stalk”

128. Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers
• Upsell with a remarketing campaign for buyers - People that
bought A also bought B
• Segment your site
• Smallish windows of opportunity to “stalk”
• Don’t add any traffic restrictions

129. Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers
• Upsell with a remarketing campaign for buyers - People that
bought A also bought B
• Segment your site
• Smallish windows of opportunity to “stalk”
• Don’t add any traffic restrictions
• Set a high budget

130. Remarketing
• Only Google call it remarketing, everyone else uses retargeting
• A lot of people only focus on non-buyers
• Upsell with a remarketing campaign for buyers - People that
bought A also bought B
• Segment your site
• Smallish windows of opportunity to “stalk”
• Don’t add any traffic restrictions
• Set a high budget
• Set a frequency cap around 3 per day to avoid being creepy

132. Page Level Placements

133. Page Level Placements
• Use Xenu Link Sleuth - http://home.snafu.de/tilman/
xenulink.html

134. Page Level Placements
• Use Xenu Link Sleuth - http://home.snafu.de/tilman/
xenulink.html
• Use Scrapebox Sitemap Scraper to find pages in a site

135. Page Level Placements
• Use Xenu Link Sleuth - http://home.snafu.de/tilman/
xenulink.html
• Use Scrapebox Sitemap Scraper to find pages in a site
• Find sites that rank for your keywords and the
underlying pages

136. Page Level Placements
• Use Xenu Link Sleuth - http://home.snafu.de/tilman/
xenulink.html
• Use Scrapebox Sitemap Scraper to find pages in a site
• Find sites that rank for your keywords and the
underlying pages
• Use Content Bully to find placement opportunities

137. Content Bully

138. Content Bully
• Not actively taking new clients
• http://www.spadesmedia.com/go/content-bully/
• CLick on or Mac Standard Version will provide
Windows
My Content Bully Download the
top 10

139. Check for advertising
page
• Very few good examples on GDN
• Err on the side of caution unless big budget

140. Use all the extensions you can

141. Use all the extensions you can
• Google +1 will have impact on results

142. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results

143. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and
make your ads stand out

144. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and
make your ads stand out
• Use day-parting and add in a number for live leads

145. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and
make your ads stand out
• Use day-parting and add in a number for live leads
• If you you a free site for asite Google/Dudamobile are
giving
don’t have a mobile
year

146. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and
make your ads stand out
• Use day-parting and add in a number for live leads
• If you you a free site for asite Google/Dudamobile are
giving
don’t have a mobile
year
• http://www.howtogomo.com

147. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and
make your ads stand out
• Use day-parting and add in a number for live leads
• If you you a free site for asite Google/Dudamobile are
giving
don’t have a mobile
year
• http://www.howtogomo.com

148. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and
make your ads stand out
• Use day-parting and add in a number for live leads
• If you you a free site for asite Google/Dudamobile are
giving
don’t have a mobile
year
• http://www.howtogomo.com
• Need more convincing on mobile?

149. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and
make your ads stand out
• Use day-parting and add in a number for live leads
• If you you a free site for asite Google/Dudamobile are
giving
don’t have a mobile
year
• http://www.howtogomo.com
• Need more convincing on mobile?
• http://www.ourmobileplanet.com/

150. Use all the extensions you can
• Google +1 will have impact on results
• Will influence organic results
• Sitelinks help grab more space from competitors and
make your ads stand out
• Use day-parting and add in a number for live leads
• If you you a free site for asite Google/Dudamobile are
giving
don’t have a mobile
year
• http://www.howtogomo.com
• Need more convincing on mobile?
• http://www.ourmobileplanet.com/
• http://www.thinkwithgoogle.com/insights/

151. Use AdPlanner

152. Use AdPlanner
• Proper media “planning”

153. Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/

154. Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/
• Drill into a site

155. Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/
• Drill into a site
• Find similar sites

156. Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/
• Drill into a site
• Find similar sites
• Guide you on demographic/audience

157. Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/
• Drill into a site
• Find similar sites
• Guide you on demographic/audience
• Research - Plan - List - Export to CSV - Export to Adwords

158. Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/
• Drill into a site
• Find similar sites
• Guide you on demographic/audience
• Research - Plan - List - Export to CSV - Export to Adwords
• Search for sites or placements or audience

159. Use AdPlanner
• Proper media “planning”
• https://www.google.com/adplanner/
• Drill into a site
• Find similar sites
• Guide you on demographic/audience
• Research - Plan - List - Export to CSV - Export to Adwords
• Search for sites or placements or audience
• You need to practise making lists/plans/research

160. Tricks for best results on GDN

161. Tricks for best results on GDN
• Understand how running Adsense works as a publisher

162. Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate

163. Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate
• Know the best size ads to target - Popularity vs. competitive - Above the fold

164. Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate
• Know the best size ads to target - Popularity vs. competitive - Above the fold
• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the
source

165. Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate
• Know the best size ads to target - Popularity vs. competitive - Above the fold
• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the
source
• Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and
7am

166. Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate
• Know the best size ads to target - Popularity vs. competitive - Above the fold
• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the
source
• Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and
7am
• Track everything - Conversion Tags, Google Analytics - Whichever tool you feel comfortable with, but be consistent

167. Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate
• Know the best size ads to target - Popularity vs. competitive - Above the fold
• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the
source
• Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and
7am
• Track everything - Conversion Tags, Google Analytics - Whichever tool you feel comfortable with, but be consistent
• Don’t use automatic tagging with Adwords/Analytics

168. Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate
• Know the best size ads to target - Popularity vs. competitive - Above the fold
• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the
source
• Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and
7am
• Track everything - Conversion Tags, Google Analytics - Whichever tool you feel comfortable with, but be consistent
• Don’t use automatic tagging with Adwords/Analytics
• Know the demographics - Run each in separate ad group - Consider running state by state, even city by city

169. Tricks for best results on GDN
• Understand how running Adsense works as a publisher
• Use the Adplanner to research and refine your media buy - Know your ideal user and replicate
• Know the best size ads to target - Popularity vs. competitive - Above the fold
• Visit sites that send you a lot of traffic and work out a site specific strategy - even if the strategy is to kill the
source
• Use day-parting - Time of day and bid price increase, day of week, hour of day - 90% of fraud happens between 1am and
7am
• Track everything - Conversion Tags, Google Analytics - Whichever tool you feel comfortable with, but be consistent
• Don’t use automatic tagging with Adwords/Analytics
• Know the demographics - Run each in separate ad group - Consider running state by state, even city by city
• Don’t auto optimize too soon - Personally, I never let Google control my campaigns. I may lose out, but at least I know

170. Understand Adsense (GDN) as a publisher

171. Tips

172. Tips
• There lot of PLANNING
not a
is a lot of talk about media BUYING but

173. Tips
• There lot of PLANNING
not a
is a lot of talk about media BUYING but
• Theno cost of the “data” is available at little
or
majority

174. Tips
• There lot of PLANNING
not a
is a lot of talk about media BUYING but
• Theno cost of the “data” is available at little
or
majority
• “Out of the box” Google Adwords OPT-OUT -
Most of the harmful features are
is terrible

175. Tips
• There lot of PLANNING
not a
is a lot of talk about media BUYING but
• Theno cost of the “data” is available at little
or
majority
• “Out of the box” Google Adwords OPT-OUT -
Most of the harmful features are
is terrible
• A lot of the magic happens with UGLY BANNERS

176. Tips
• There lot of PLANNING
not a
is a lot of talk about media BUYING but
• Theno cost of the “data” is available at little
or
majority
• “Out of the box” Google Adwords OPT-OUT -
Most of the harmful features are
is terrible
• A lot of the magic happens with UGLY BANNERS
• Google Translate does just fine for
international campaigns

177. Talking of tips.....

178. Talking of tips.....
• Covered a small amount
• Break-out
• Beginners
• Intermediate
• Advanced
• Guerilla

179. Q&A

180. Thank You For Your Time

181. Thank You For Your Time
Contact me
E-mail :
jim.banks@spadesmedia.com
Skype : jim_banks
AIM : jimbanks46
Live : gdmjim@live.com
Twitter : @jimbanks