The Tips & Tricks section of the Google Display Network (GDN) webinar taken last October 19, 2016 is supported by a case study based on the GDN campaign results from one of our clients that manufacture high-end analytical instruments. In the case study, SCI Global presents the best GDN campaign naming convention over years of experiences as well as the performance of our client's GDN campaign and its comparison to the previous period. The viewers had excellent questions too which will suffice your inquiries regarding the PPC spending, results, and marketing timeline for the campaign that is best for your business.
Here is the Tips & Tricks video cut from the GDN Webinar presented by John Buie, the Founder and President of SCI Global.
Campaign Naming Convention
The name of a campaign should be as clear as possible and easily distinguished from the rest of the campaigns. For our clients, we use the format <Campaign Network Type> - <Campaign Goal or Targeting Method> - <Product Focus> - <Target Location> - <Ad Type>. In this case study, it would be GDN - COMP - Product ABC - United States - T where GDN stands for Google Display Network, COMP refers to the goal of the campaign which is to target the competitors, Product ABC is the sample product name, and T is for text ads (or I for image ads). The ads from these campaigns will be shown to people located in the United States only.
This campaign name format provides the following key benefits:
- Organized campaign listing regardless of filtered or segmented view
- Summarizes the entire objective of the campaign
- Indicates the important details of the campaign in one look
Impressions, Clicks, and Conversions
In the screenshot above, it is shown that the banner and text ads received a good number of impressions. This is a tactic that can scale but we can also definitely use it to collect a lot of data for future fine-tuning of campaigns. Moreover, these are really good results even for the viewers who did not click on the banner because it means that as part of the target location, they are also considered as target audience and are now highly familiar with this brand.
The number of clicks shows the amount of people who expressed interest in the banner ad, clicked on it, and went to the manufacturer's landing page. This is equivalent to the click on competitor's product that our client is targeting.
Within just two weeks of running these campaigns, it reached more than 6 million impressions, gained additional 12,000 clicks and 733% increase in conversions. These conversions are goal completions on their non-eCommerce website which are actionable leads for the manufacturer to go on with.
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With a budget of €10 per day, the average CPC started on the range of €.48 to €.89. This is very impressive for an analytical instrumentation company that usually bids as high as $10 or $15 per click. What’s more amazing is it went as low as €.34 over a 2-week period!
A viewer asked during the Q&A portion of the webinar, “Did their spend increase to achieve those leads?” And yes, our client increased their spend but only by 15%. This normally happens as creating brand new GDN campaigns takes the first or two weeks to observe the initial performance of the ads and target audience, and to collect ample data to hone the campaigns in the coming weeks. If their spending from the previous month is €5,000 then this month only cost them €7,500 which resulted to drastic increase in impressions and conversions.
Campaign Set Up Timeline
“How long does is take us to set up these campaigns?” is a typical question we get from the clients which was also raised by a viewer during the Q&A portion. The timeline of setting up the campaigns depends on the number of products that you want to target. We would be discussing this with you on our first conversation regarding PPC campaigns but If you do not know where to focus on yet, we will sit down with you and discuss the products, categories or markets that you want to prioritize in the campaign. Our Marketing Team will focus on it, determine the number of campaigns needed, create ad copy and banner ad design variations, and then finally activate it into new campaigns. There is no definitive number of hours for that. If we are going to base it on one of our clients who started out with two to three product categories, it will take 25 to 40 hours to completely set up and run the campaigns.
Visibility of Campaign Results
First of all, the cookie has to drop in the target audience’s browsers for 100 times before the ads start displaying in the websites or apps within the Display Network that they are visiting. This would take around 3 days to collate and once the ads start showing and generating results, we can measure the ROI in terms of the leads coming through your website. And similar to the case study, we can create reports to compare the performance of the new and old campaigns in any date range for better ROI measurement.
Having seen the real performance and results of our client’s GDN campaigns, this should allow you to learn the benefits and probable ROI of setting up similar campaigns for any of your business goals.
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