Display Network Campaign Management

Advanced Media Productions offers a full-service display advertising campaign management service based on the Google Display Network. The service offers advertisers a hands off opportunity to tap into a huge ad space inventory of primarily text and display ads on web sites across the Web. The Display Network is a large network of web sites that have partnered with Google to contribute their ad inventory for the display of text and display ads from Google advertisers, using various ad placement and targeting technologies. The Display Network currently reaching more than 80% of the global web users and serves more than six billion ad impressions each day to targeted audiences across hundreds of thousands of publishing partner web sites.

Targeting Technologies

Through a combination of advanced targeting technologies, the Display Network makes it easy for advertisers to connect with the right audiences at the most relevant moment. Currently, the Google Display Network supports a variety of targeting technologies, including: contextual targeting, placement targeting, behavioral targeting and geographic targeting. Advertisers can use any combination of targeting technologies to make campaigns most effective.

• Contextual Targeting

  Contextually targeted advertising on the Display Network is keyword-based, which means that text and display ads appear in designated areas on web pages, Google Gmail, mobile web sites and mobile apps based on the keywords associated with the ads and the content on the page. Ads are automatically matched with the most relevant web page content.

• Placement Targeting

  Placement targeting allows advertisers to place their ads on specific desktop web sites and mobile web sites and within sections of the sites, or even  on specific pages. Placement targeted ads, which can be text or display ads, are sold on CPC and CPM-basis. The latter is a payment model preferred by brand advertisers.

• Behavioral Targeting

  Behavioral targeting gives advertisers the option to target potential customers with ads based on their interests or based on web sites and mobile apps they have visited before.

• Geographic Targeting

  Geographic targeting enables advertisers to target consumers by geographic locations, including country, state, DMA (Demographic Metropolitan Area), city and custom area.

  Based on IP address information, the Display Network enables advertisers to target geographically in order to increase brand awareness and generate web site traffic within specific regions. Advertisers have the option to target multiple geographic audiences simultaneously with customized creative and messaging for each region, thereby optimizing relevance and effectiveness.

Ad Formats

The Display Network supports all standard IAB in-page ad formats with a choice of text, image, Flash, and video ads. With these ad formats, advertisers will be able to catch the interest of prospects in different ways.

Standard text and image ads may also be targeted to mobile web sites and Web apps on iPhone and Android phones. Click-to-call phone numbers, which allow customers to call business directly from their phone, may appear in those ads.

Pricing Model

A unique auction-based pricing model insures that ad prices are always competitive. Advertisers bid for placement and rank and then pay a fee each time an ad is served or a user clicks on an ad. There are no contracts. Advertisers can make changes at any time at no extra cost and advertisers have the flexibility to only pay for clicks.

• Cost Per Click (CPC)

  Paying for the click is our recommended pricing model for performance-driven campaigns at the Display Network because the auction rewards high click-through rates by discounting the price advertisers pay per click.

• Cost Per Thousand Impressions (CPM)

  CPM pricing means advertisers bid the price they are willing to pay for one thousand impressions of an ad, whether or not anyone clicks. This is the preferred pricing model when the primary campaign objective is brand awareness and interest building. With CPM pricing on the Display Network an ad competes in the auction against CPC advertisers for placement.

Display Network Campaign Management Service

Advanced Media Productions offers advertisers and marketers a full-service display advertising campaign management service for the Google Display Network. This program includes campaign strategy development, keyword research, developing and testing of text, display and video ads, landing page development, bid management, ROI monitoring with phone lead/sales tracking, campaign reporting, review and analysis for further campaign performance improvements. We actively work with our clients to manage their advertising campaigns to ensure they meet their online marketing goals.

Campaign Set-up

Using the Display Network campaign management tools Advanced Media Productions defines the keywords for contextually targeted campaigns, determines other ad targeting technologies, develops customized ad creative and selects the web page(s) and/or landing pages the web site traffic needs to be directed to.

Campaign set-up includes the following:

• Account registration and activation
• Installation of URL tracking code for click-to-lead or click-to-sales conversions
• Determine targeting and pricing options - contextual, placement, behavioral; cost-per-click (CPC) or cost per thousand (CPM)
• Keyword research and keyword selection, including negative keywords, for contextually targeted campaigns
• Grouping of related keyword phrases and ads into “tightly-themed” ad groups
• Development of text ads and/or display ad creative in accordance to the Google specifications
• Assessment of maximum average bid cost based on projected rank position for each ad, estimated monthly number of click-throughs and ad budget
• Setting maximum bids, daily/monthly ad budget amounts and ad run schedule
• Activate, when required, mobile device targeting for selling ads or iPhone & Android-powered phones
• Optimization and development of special desktop and mobile landing pages when required
• Linking ads to relevant web site pages and/or landing pages
• Set-up day parting by scheduling what days and times ads will run
• Resolve any problems regarding Google rejected keywords
• Set-up phone call tracking to monitor and track phone calls and leads generated via cost-per-click campaigns. Phone call tracking set-up includes account creation with personal customer login, phone number assignment and implementation of trackable phone numbers on all landing pages.
• Any CPC or CPM payments to Display Network will be charged to the customers' credit card. Monthly advertising budgets can be fixed for the entire month and will not exceed the allocated amounts. Advanced Media Productions does not mark-up cost-per-click and CPM advertising charges.

Campaign Management and Analysis

After a Display Network campaign has been activated, the established ad rankings, cost-per-click and daily ad budgets must be monitored against competitive bids and click-to-sale, click-to-lead, click-to-call and phone lead conversions must be tracked to calculate the return on investment (ROI) of the campaign.

Campaign Management and Analysis monitors daily ad budgets, maximum bid cost, ad rankings, keyword group and campaign performance and is an essential part of any Display Network advertising campaign.

Campaign Management and Analysis includes the following:

• Daily monitoring of campaign performance (traffic, sales, cost per acquisition and return on investment), keyword evaluation and adjustment of non-performing ad groups on a monthly basis
• Ongoing monitoring of ad rankings, adjustment of ad group bid amounts (cost per click) within pre-set parameters to maintain the desired ad ranking positions
• Optimizing ad group bids for bid positions that yield the best return on pre-determined business objectives, e.g. Cost per Action (CPA), Profit Margin (PM) and Return on Investment (ROI)
• Monitoring of preset daily and monthly ad budgets
• Ongoing keyword research and expansion of the keyword base for contextually targeted campaigns
• Testing existing ads and, when necessary, create and write new compelling ads
• Creating and testing multiple (alternate) ads to improve average click-through rate, raise average ad position and decrease cost per click
• ‘Live' telephone consulting as needed to discuss recommendations and changes to the keyword set, bid amounts, bid positions, bid rules, ad run schedule, keyword matching options and changes to the daily ad budget
• Create monthly campaign performance and placement performance reports via email for monitoring of campaign results, including the number of impressions, click-throughs, lead and sales conversions, revenue and campaign cost. The Display Network campaign reports give customers complete insight into the performance of their advertising campaign.
• Quarterly evaluation of the campaign strategy, competition, keyword fluctuations and forecasting of the upcoming quarter based on historical data along with seasonal market considerations

Learn more about Display Network Campaign Management.

Contact us or call 1-888-755-5151 for more information.