enREDados en Display. Keys to measure the impact of our strategy.

For those who are not familiar with this type of campaign, the first thing is a definition: the display network is a group of more than 2 million online locations (websites, applications and videos) where we can show our ads managed by the Google Ads platform.

That said, it is important to be aware of the attitude a user has when they are impacted by our creativity; normally passive (contrary to what happens in the search network). Therefore, the success of our display advertising depends to a large extent on the point in the funnel conversion point where the customer is located.

In conclusion, the Display network is not as converting as the Google Shopping comparator; to measure its impact we need more education time. We have to see this strategy as an intermediate step located in the top of funnelin a phase of attraction, traffic generation, interaction and creation of links with the client.
Well planned and in conjunction with the rest of the campaigns, it serves to guide the consumer towards the final part of the process, either to convert with a call to action, or to build loyalty with an increase in sales volume through upselling and cross-selling. 

So how do we know if our Display network is working?

Certainly we can't stick strictly to direct conversion. However, there are 3 large blocks of KPI's to draw conclusions about our results on the display network:

  1. Branding or brand recognition.
  2. Engagement or interaction with the ad.
  3. Direct response or conversion.

1. Branding or brand recognition metrics

By following up on the activity in searches for our brand. We monitor it from Google Analytics.

How? Configuring one channel for the Brand terms and one channel for the generic.

In Manage > Channel settings > Manage brand terms. We proceed with all the steps and get two channels:

  • Brand payment search
  • Generic payment search

Brand terms in Analytics channels

To be considered...

  • Include incorrectly spelled forms of the mark such as. 'gugel'.
  • Do not write variations of capital letters: does not distinguish it and we would duplicate it. 
  • Matching is 'contains we should not implement plural. For example, Google matches both Google and Google Ads.

The steps are:

  1. Add brand terms
  2. Continue with the wizard to finish

We can also create them from 0 in:

  1. Manage > Channel configuration > Channel grouping > Channel grouping > Channel grouping > Channel grouping > Channel grouping > Channel grouping > Channel grouping > Channel grouping > Channel grouping 

New channels in Google Analytics

Define a new channel > System-defined channel > Payment search.
New channel for Google Analytics

We check the option Y. In the second dropdown Type of request > Brand o Generic (As applicable).

Brand queries in PPC channel

It is essential to mark the start date of our Display campaigns in the Google Analytics interface in order to begin to draw conclusions after time has passed corresponding.

Creation of notes in Analytics interface

Analyzing KPI's

  • The number of new users is a good measure to determine the performance of the display network in terms of brand awareness.
  • Impressions are also used as a measure of notoriety, but we recommend that you pay particular attention to the visible impressions in Google Ads metrics.

An advertisement is considered visible when at least 50% of its surface is displayed for at least one second. on display and at least two seconds in the case of video. Thus, the system can determine how often our image appears in positions visible to users. 

2. Engagement or interaction metrics with the advertisement

They are probably more important in YouTube than in the Display network because serve to measure 'actions' with respect to our campaigns.

  • When a user touches ads such as lightbox.
  • Clicks to the website.
  • And in the case of video, clicks to an external link. (teaser or card type), view 10 seconds or expand ads with Shopping catalog format.

3. Direct Response or Conversion Metrics

The conversions post-printing and post-click  are often less used than direct conversions; but they are the foundation for measuring the contribution of display advertising, informing where the user sees the ad if they then convert through another channel.

At this point we would like to mention the possibility of create a custom attribution model by means of the Model Comparison Tool. Depending on their configuration, we can see their impact on the volume of revenue. We explain it in detail:

  • Comparison of attribution modelsFirst example. If the channel grouping' exactly matches Display or if the traffic is coming from a specific Google Ads campaign called DisplayThe distribution of ordinary merit does not seem fair to us. In this strategy, we want to give a higher weight to the first click, so we modify the values in the interactions by distributing a 50% in the first, a 20% in the second and a 30% in the last click.

Different attribution model to compare Display

Second example. If the format of the advertisement is an 'image and in addition, the number of pages viewed by the customer is higher than 3, we give half a point more credit, since we value this visit as a better quality traffic. 

Configuration of a new attribution model

Subsequently, through the Model comparison tool, it is possible to see how these changes influence the volume of revenues.

Finally, 2 more reports:

  • Multichannel funnels > Cssisted investments to measure the number of times the display network has been involved in final conversions. 

Assisted conversions in Google Analytics
We explain concepts:

    • Assisted conversions and their value are the number of sales and conversions in which you participated as a channel, unless the interaction was final.
    • Last-click or direct interaction conversions are the number of conversions that the channel closed or completed.
    • Last-click or direct assisted conversions is a general channel function. If it is close to 0, the channel completes more sales than it contributes. If it is close to 1, it contributes and closes in the same proportion.
  • Multichannel funnels > main conversion routes to contrast the rest of the reports: How many routes does Display participate in? What interaction position does it usually occupy? Is it among the main conversion routes?

Did you find this information useful? What other reports do you use to measure the impact on the Display network? Remember contact our team for any questions ?

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