Set Your Display Campaigns Up for Success – Google Best Practices Video

- 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.
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.
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.
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.
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.