Kwanzoo Lead Generation Ads on Google Display Network (GDN) Introduction Kwanzoo s rich-media based lead generation ads are now certified to be trafficked and run on the Google Display Network (GDN) through the DoubleClick Ad Exchange (AdX). Kwanzoo s in-banner lead forms have additionally been approved by Google to capture personally identifiable information (PII) within the ad unit, subject to certain guidelines. This document clarifies Google s specific policy requirements that both our advertiser clients and Kwanzoo need to follow, in order to receive rapid approval from Google s ad policy team of advertiser-created Kwanzoo lead generation ad units.
Available Lead Generation Ad Flows There are two principal opportunities for lead conversion optimization: a) Net New Leads at the Top-of-Funnel: 300x250 In-banner Lead Form, to replacebanner Ad + Landing Page. b) Accelerate Re-targeting Conversions: 300x250 In-Banner Lead Form, to replace a Re-targeting Banner 300x250 Rich Media Poll + Lead Form, to replace a Re-targeting Banner Lead Generation Flow #1: In-Banner Lead Forms Today s Banner Ad Flow: The typical banner ad lead conversion flow today requires the prospect to click on the ad, when she is taken to a landing page in a new browser window, away from the page and website where she may be browsing some content. This is a more intrusive experience, than the alternative experience that s now available.
New Flow with Kwanzoo In-Banner Lead Form: Here the prospect stays on the content page that he may be browsing, even as he interacts with your business or brand. The entire conversion funnel has now been moved up from the landing page into the ad unit. Best Practice Recommendation: 1. Take your best performing banner ad on GDN that includes a content offer. 2. Change the flow so the banner ad call-to-action (CTA) instantly leads to the in-banner lead form, that is right behind the banner ad. 3. Capture the most essential prospect information within the inbanner lead form, so you can start engaging the prospectlaterthrough lead nurturing. 4. As you get started with your testing, consider an A/B test in a single GDN campaign of two versions of the lead form: a. Version A has the banner ad with message in front of the lead form b. Version B has the form immediately visible to the prospect (and the message to motivate the prospect is built right into the form).
Version A: Modify the CTA of Your Best Performing Banner Ad on GDN.The CTA to now link to the In-banner Lead Form, as the Next Step. Links to the Content Offer or to a Thank You Screen in the Ad Unit. Version B: Links to the Content Offer or to a Thank You Screen in the Ad Unit. Lead Form Requirements / Guidelines: 1. Google requires that the initial form load is < 50KB in size. a. the banner ad must be <15 KB in size. b. the combined size of all the visual elements of the lead form (the background image + the call-to-action button) must be < 15KB in size. 2. You can capture 3 to 6 fields of data within the form. Of course, the longer the form, the lower will be your form completion rate. 3. Each field can be text, date or a drop-down (lookup) list. 4. Typical fields are first name, last name, email, job title and company name. 5. The privacy policy and terms of service links must point to the advertiser s privacy policy and terms of service pages! Google requires these links, and will review the advertiser s policies, prior to approving the ad. 6. Google policies require that Kwanzoo pass along lead information without storing it on our servers. Hence the lead form must be setup to capture lead data instantly into the
advertiser s lead management system (Eloqua, Marketo, Salesforce, Oracle CRM), or setup for instant delivery of each lead to the advertiser through email. Lead Generation Flow #2: Rich Media Poll with In-Banner Lead Form This flow provides a different way to engage prospectsby presenting a well-crafted poll question. The poll motivates the user to select a response and vote, in order to be able to see real-time poll results and receive the content offer. The poll results screen can then lead the prospect to the in-banner lead form to opt-in and receive the content offer. Note: This flow is only recommended for Re-targeting Impressions (and not for first-time engagement with a new prospect). Creating and Trafficking Your Rich Media Ad Log into your Kwanzoo account to create your rich media ad. Once the ad is built, simply upload the Kwanzoo (iframe-based) ad tag through the AdX self-service interface. You will need access to a DoubleClick Ad Exchange (AdX) account in order to run Kwanzoo lead generation ads on GDN. If you do not have an AdX account, please contact us, and we will provide referrals to Kwanzoo s agency partners who can assist you with media buying and rich media ad campaign execution through AdX.
You will find the Google GDN/AdX Ad Tag on Kwanzoo s Step 3: Run interface. Here is a sample ad tag: <iframe id="kwcwidgetframe" name="kwcwidgetframe" frameborder="0" scrolling="no" marginwidth="0" marginheight="0" width="300" height="250" src="http://www.kwanzoo.com/widget/customized/3632/load?kwanzo otrack=&cache="></iframe> Note:On the Step 3: Run page, you will need to click on'advanced Settings' and check the box labeled 'Enable GDN Approved Settings' -- this disables any client side calls and cookie access to your Eloqua system, and uses server side calls to Eloqua for lead storage only. Also, note the box for Enable Rule-based Targeting should be unchecked! Rule-based targeting cannot be enabled when GDN Approved Settings is enabled because it requires client side calls and cookie access. Therefore, Kwanzoo s persona-based targeting and named-account targeting features are not (yet) available on GDN. Eloqua customers can immediately use Kwanzoo s advanced targeting features on 3 rd party websites, publisher sites, and other ad networks and exchanges. And GDN is best used for top-of-funnel lead capture. The Kwanzoo Step 3: Run user interface ensures that both options (i.e. GDN Approved Settings and Rule-based Targeting) cannot be enabled simultaneously. Google Review and Approval Process The Google AdX policy team needs to review and approve your lead generation ad. If there are any questions about Kwanzoo s PII certification on AdX, please share this document with your Google Account Team, and also refer them to Exhibit A Google PII Approval below, confirming our PII certification, from the Google 3PAS Certification Team.
Exhibit A: Google 3PAS Certification with PII Approval on DoubleClick Ad Exchange (AdX). From: Courtney Chin Date: Thu, Mar 7, 2013 at 10:47 AM To: Rahul Pathak<rahul@kwanzoo.com>, "3p-cert-adx@google.com" <3p-cert-adx@google.com> Hi Rahul, Kwanzoo is a 3PAS-certified rich media technology on GDN inventory via AdWords and AdX. The Google Policy Team has stated that Kwanzoo may create lead-generation forms within the ad unit as long as the following criteria are met: There is a privacy policy link available in the ad unit to state the data collection/usage practices. Any PII submitted through the form may not be transferred to Google. Still only certified technologies may be additionally called from the ad still, with exception to any Content Distribution Networks for the purpose of hosting/serving creative assets only. (CDNs may not read/write cookies in the ad.) These lead-generation ads may be trafficked by an AdX buyer, and will undergo review during the normal ad approval process. If there are questions, internal Google contacts may reach the 3PAS Certification Team through http://goto/casesconsults. Thanks, Courtney Courtney Chin 3rd-Party Ad Serving Certification Team Lead