Performance Marketing Masterclass

Google Display Ads

Who am I? INTRO

Andrei Stan
Performance Specialist

● 4+ years of experience in Media Agencies

● 6+ years in Digital Marketing
● Passionate about Google & Facebook Ads
● Managed accounts from various industries,
both eCommerce and non-eCommerce
● Boardgame Geek
andrei.stan@publicismedia.com
Agenda for Today

- Available formats
- The Concept of Viewability
- Automated Bidding Strategies
- Performance Planner
- Building a GDN Strategy
GDN Formats
1. Uploaded Banners
Built outside Google Ads,
banners must be provided in
all desired sizes. Offer more
control
2. Responsive
Display Ads
Provide images, videos and
text and Google Ads will build
your banner for all sizes.
Offer more reach
3. Lightbox Ads
Interactive ad that expands
to fill the screen. Provide
Images, videos and text and
Google Ads will build your
banner for all sizes.
GDN Formats
Uploaded Banners

Common Sizes: Uploaded ads offer greater control over the way your ads look
• 300 x 250 pixels and feel. You build your own ads outside of Google Ads and simply
• 320 x 50 upload them to your Display campaign.
• 320 x 100
• 250 x 250
• 200 x 200
• 336 x 280
• 728 x 90
• 300 x 600
• 160 x 600
• 970 x 90
GDN Formats
Responsive Display Ads (Default Ad Type)

Requirements: Automatically adjust their size, appearance, and format to fit

• Images: up to 15 landscape and available ad spaces. They're built for performance, reach, and
square (avoid text) scale.
• Logo (optional): up to 5 landscape
and square
• Video from YouTube
• Short headline (30 char): up to 5
• Long headline (90 char): up to 5
• Description (90 char): up to 5
• Business Name
Viewability
An ad is considered viewable when:
• Display Ads: 50% is in view for at least 1 second
• Video Ads: 50% is in view and playing for at least 2 seconds

Scenarios where an ad is not viewable

1. Ad is bellow the fold 2. Ad Blockers 3. User is in another

tab or program
The impression counts on page Some Ad Blockers hide ads
load, even if the users doesn’t that were already loaded in Typically happens on desktop
scroll to that part of the page the page devices
Viewability
Automated Bidding Strategies
It’s important to choose a bidding strategy that reflects your marketing goals: Viewability, Clicks, Conversions

1. Awareness 2. Consideration 3. Conversion

Viewable CPM (vCPM) - You care Maximize clicks Maximize Conversions

more about your ads being Target cost-per-acquisition (tCPA)
viewed than about clicks Target Return on Ad Spent (tROAS)
generated
Performance Planner
Performance Planner determines the optimal bids and average daily budget allocations across all of
your campaigns to help increase the number of conversions you can achieve for any future spend
scenario.
Building a GDN Strategy
 Recommended Account Structure

Bad Account Structure GDN Campaign Affinity

Ad Group Affinity Audience 1

GDN Campaign
Ad Group Affinity Audience 2
Ad Group Affinity Audience

Ad Group In-Market Audience GDN Campaign In-Market

Ad Group Remarketing Audience Ad Group In-Market Audience 1

Ad Group In-Market Audience 2

GDN Campaign Remarketing

Ad Group Remarketing Audience 1

Ad Group Remarketing Audience 2

Brief

The client, one of the top 3 banks in Romania, needs a GDN

campaign to promote it’s new feature for the product Personal
Account: Open an account directly from the mobile app.

It has 3 objectives:
1. Increase Awareness of the product
2. Drive Consideration
3. Increase number of clients

Landing Page: https://ing.ro/lp/cont-bancar-online

Questions
andrei.stan@publicismedia.com