Mudbath Blog

29 May 2014

Google Display Planner | How effective is this for you?.....VERY!

So Google canned ad planner some time back and brought out it's shiny new display planner instead - and I gotta say, I love this thing. Ad placement is the name of the game in display network marketing  - if you don't have that you may as well dig a dirty great big hole in the middle of your office and throw all of your CPM (cost per million impression) dollars in it and burn 'em.....useless. 

I'm always harping on to my customers & staff about CPA (cost per acquisition) - CPA guys....CPA!!!!  they're probably sick of me telling them this however it is quite simply the only thing you need to be focused on in digital marketing - the rest simply stems from it. For people who don't know what CPA is - it's as the name suggests, the amount it cost you to gain an acquisition. Now defining an acquisition is important - is it a sale? is it a phone call? - is it a form sign up? The main game here is to get the CPA down as far as possible whilst also striking a balance with volume & ultimately profitably.

So to be effective in your online CPA strategy in fact with any form of SEM (search engine marketing) or display network marketing, you need to have effective tools & this is where Google display planner comes in. Gone are the days when you used to have canvas quite a considerable budget identifying what display networks work; this process is cut down dramatically with google's wealth of data within its marketing tools. Google display planner's search is incredibly accurate showing you sites that ARE actually relevant to your service or product and the metrics that they provide on this really are quite scary (but awesome, cause you can use them to your advantage); details like demographics, age, gender etc. Your ability to effectively target and improve your display network CPA is achievable with this tool now. It also comes with a campaign builder so literally within minutes you can select your partnering sites, identify the placements - port it all across to your Adwords account, generate your ads automatically through a site page url (Yep that's right - pictures, text, the whole bit {I definitely should write a follow up blog on this feature alone} ), set your budgets and your site is out there!

Google Display Planner

At Mudbath, the strategy that goes into developing these campaigns is really what we are about when it comes to digital marketing. Building them is relatively straight forward as I explained above, however there are also onsite factors that form the other side of the whole conversion funnel - put simply: is your landing page conversion driven? does it have the right call to actions? is it targeted towards your market? If none of these factors are considered, grab your shovel again - and dig another hole.

Start with CPA end with conversion