Ensure Your Display Network Conversions Are Legitimate
January 12, 2016
The Google Display Network (GDN) is an excellent way to improve brand awareness. The GDN can also be a way to get your ads in front of new customers in order to gain additional leads and/or sales.
When you are focused on brand awareness it is important to frequently run placement reports to review the quality of traffic. Oftentimes, we see conversions and do not think twice about checking the quality. We have a few recommendations to help you get more information about the conversions to help determine quality
Recently, we saw a spike in conversions for one of our staffing clients that made us question if the conversions were actual job submissions. Of course, we loved seeing the numbers go up, but we wanted to ensure these leads were legitimate.
The first thing we checked was whether the spike occurred in one day or over several days within a week. The data showed that we had 12 conversions that occurred on 12/30 and 8 conversions on 1/1. It seems probable as maybe people are looking for a new job for the New Year.
In order to narrow the results, the next step was to isolate the exact ad group where the spike occurred. We then reviewed the placement performance report. You can do this by selecting the Display Network Tab and then Placements.
The majority of the conversions occurred in one placement. The URL is a job network so it seemed promising.
Then we looked further into the details of the placements to see what types of pages were converting. You can view additional details by checking the placement, see details, and then selected.
Under this view, it will show you the exact URLs within that domain. You can organize these URL by any metric, but we wanted to see where these conversions took place.
When reviewing these URLs, we found that many of these pages contain positions that are clearly outside the types of jobs our client specifies.
We then went to the Dimensions tab to view additional information. Your view should be set to “Time > Day” and include the columns:
- Converted clicks
- Invalid clicks
- Invalid click rates
Under this view, you can see exactly how much invalid clicks or bot traffic was occurring during this time frame. Keep in mind, Google’s system does filter out invalid clicks generated from bots, so you are not paying for these. If the bot went ahead and filled out the form, their system is unable to remove the conversion activity. You can see on the days in question multiple conversions were being recorded per session.
To avoid this scenario, you can switch your conversion tracking to record unique clicks only. You can do this under Tools > Conversions > and under the Count if it shows “Every” this means it is tracking every conversion and not unique conversions.
To change this, you would click on the name of the conversion tracking in question and click “Edit Settings.” Change the settings to count each conversion as only one conversion.
Additionally, when setting up your targeting, it is a good idea to overlay interests with keywords. For example, you can target legal jobs as an interest and use keyword targeting to narrow down the types of positions that are relevant. You can also include negative keywords to ensure you don’t show up for unrelated jobs.
Instead of targeting top level domains like Indeed.com, you can target specific categories within the domain, up to three levels deep, like http://www.indeed.com/jobs?q=lawyers&l. Also, you will want to select approximately 20 placements. Keep in mind that this will greatly reduce the volume of traffic you receive, but it will be more targeted.
Hopefully, this analysis gives you some ideas for reviewing the quality of your traffic and conversions in the Google Display Network. For additional ways to exclude placements, you can read Jacob Brown’s detailed article Better Analyzing Display Network Performance at The Account Level.
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.