Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
6 Ways to Kill it on Google Display Network by Ben Wood #359
Google Display Network performance improves most when advertisers use remarketing, similar audiences, precise placements, Gmail sponsored promotions, and exclude wasteful mobile game traffic to control spend and boost conversions.
Key takeaways
- Remarketing is the minimum baseline for every PPC campaign, including segmenting visitors by page visited for higher conversion rates.
- Exclude mobile game placements from GDN campaigns because accidental clicks produce high bounce rates and zero conversions.
- Placement targeting lets advertisers choose exact sites, including TV and radio station websites, to align display ads with traditional media campaigns.
- Similar audiences extend remarketing reach to users with browsing habits matching existing site visitors, increasing qualified impressions at low cost.
- Gmail sponsored promotions place ads in the inbox above the promotions tab, giving remarketing a personal feel that can drive return visits.
it feels really good when you know that a competitor visits your website and then your branding follows that competitor for the next 90 days
About this episode
Google Display Network a bit intimidating? No problem, Chris and Chuck have your back! Tune in to learn all about remarketing campaigns, targeting, and how (not) to advertise on mobile games.
Questions this episode answers
What is the Google Display Network and how big is it?
The Google Display Network is described in this episode as the largest contextual advertising network on the internet, made up of millions of websites including YouTube and sites running Google AdSense. It can reportedly reach 92% of all internet users in the U.S.
Why should advertisers exclude mobile games from Google Display Network campaigns?
Users playing mobile games have no intent to click ads and almost always bounce immediately after an accidental click, producing high bounce rates, no time on site, and zero conversions. The hosts recommend turning off mobile game placements unless you are selling games.
How does remarketing work on the Google Display Network?
A tracking code places a cookie on site visitors' browsers. Those visitors are added to an audience list and then shown display ads on other GDN sites they visit. Segmenting lists by page visited, such as AC or heating pages, increases the chance of conversion.
What are Gmail sponsored promotions and why use them for remarketing?
Gmail sponsored promotions are ads that appear in Gmail inboxes above the promotions tab, designed to look like regular emails. They expand to a full ad when clicked. The episode recommends uploading your CRM contacts so Gmail account holders see remarketing ads directly in their inbox.
In their words
the Google Display Network, GDN, is the largest contextual advertising network available on the internet consisting of millions of websites
Host
it can reportedly reach 92% of all internet users on the U.S.
Host
the inbox is still the most visited place on the internet. So, why not show ads there?
Host
Terms defined in this episode
- Google Display Network (GDN)
- The largest contextual advertising network on the internet, consisting of millions of websites including YouTube and AdSense-enabled blogs, reportedly reaching 92% of U.S. internet users.
- Remarketing
- A GDN strategy that deposits a cookie on a site visitor's browser and then shows that visitor display ads on other GDN sites they browse afterward.
- Similar Audiences
- A GDN targeting filter that extends ad reach to users who share browsing habits with people already on your remarketing list, even if they have never visited your site.
- Shiko
- An eWebResults branded term for social engagement, standing for shares, likes, and follows across social platforms.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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