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Laser-targeted Ads in theGoogle Display Network
David.Szetela@vizioninteractive.com
David Szetela
www.vizioninteractive.com
Google Display Network(GDN)
Huge reach – many millions of
people
Text ads
Static and animated banners
Video
Several different targeting methods
– ways to get your ads in front of the
right people
www.vizioninteractive.com
Google Display Network(GDN)
Two targeting categories: Topic and
Audience
Topic = “Show my ads on these
kinds of web sites”
Audience = “Show my ads to people
who share common characteristics,
regardless of which sites they visit”
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Keyword Targeting
“AdWords: place my ads on GDN
pages containing all or most of
these words”
No more than 5-10 keywords, 2-3
words Almost always a bad idea to
use Search keywords
AdWords keyword matching isn’t
perfect so ads are sometimes placed
on irrelevant sites
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Keyword Targeting
Best practice: view the Automated
Placements report for each ad group
and exclude the poorly-performing
sites
Keyword Targeting
Automated Placement Report
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Placement Targeting
Specify which sites should display
your ads
Ads will appear on all site pages – so
might not be appropriate for sites
with variety, e.g. nytimes.com
Compile placement lists using
Display Planner (in the Tools menu)
Display Planner Tool
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Topic Targeting
Target by sites whose content
matches specified topics
More than 5,000 topics
AdWords places ads on irrelevant
sites
Check Automated Placements and
exclude poorly-performing ones
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Audience Targeting
Previous targeting options: AdWords,
place my ads on these kinds of sites
Audience targeting: AdWords, show
my ads to people who match these
characteristics
“Audience” = a group of people who
share behavior – e.g. previous
visitors to your site
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Audience Targeting
Ads “follow people around” as they
visit sites in the GDN
It doesn’t really matter which sites
carry the ads – key objective is to
get ads in front of the right people
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Remarketing
Audience = people who have
previously visited your site
Ad messaging can take this into
consideration, e.g. “Come back and
get a 10% discount”
Create remarketing audiences
(“lists”) using Google Analytics
rather than AdWords
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Remarketing
Average CTRs and conversion rates
are higher than any other kind of
GDN targeting
A “must do” for all advertisers
Powerful but a little complicated at
first – take the time to learn and
practice
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In-market Targeting
Google “knows” when people are in
the market to buy a range of items
and services
Currently 492 in-market audiences
Average CTRs and conversion rates
are higher than for topic-targeted
methods
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In-market Targeting
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Affinity Targeting
Target ads to people who share
common interests
Think of these groups as “clubs”
Currently there are 105 affinity
audiences
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Custom Affinity Targeting
Like affinity audiences, but target
groups can be more tightly defined –
smaller “clubs”
Example: affinity audience =
“investors”; but gold coin seller
would want to target investors who
are also interested in gold coins
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Custom Affinity Targeting
To set up, give AdWords a list of
keywords and sites
Keywords = words that describe the
custom audience’s interest
Sites = examples of sites that would
be frequented by your target
audience
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Custom Affinity Targeting
Google recommends entering at
least 10 keywords and sites
Use Display Planner to get ideas for
keywords and websites
Remember that using Custom
Affinity Audiences is not about
targeting websites – it’s about
targeting a very specific audience
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Demographic Targeting
Allows advertisers to choose the
gender, age and parental status of
the people they want to target.
Of questionable value, since it only
applies to about 40% of GDN users
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Demographic Targeting
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Layered Targeting
The use of more than one targeting
method in an ad group
Can be very powerful – and also
very dangerous
When you specify two targeting
methods, by default you’re
combining the methods with a
logical AND – not a logical OR
www.vizioninteractive.com
Layered Targeting
Example: using Topic and Keyword
targeting
By default, you’re saying “Show my
ads on sites that match these topics,
but only if the site pages also
contain keywords like this.”
This can be useful when intentional,
but make sure it’s what you intend
www.vizioninteractive.com
Layered Targeting
Accidental layering is often the
cause of reduced reach, i.e., lower-
than-expected impressions and
clicks
Useful example: target ads using a
custom affinity group consisting of
people interested in gold coins, and
use keywords like “gold coin” and
“gold eagle” to make sure ads are
placed on pages about gold coins
www.vizioninteractive.com
Layered Targeting
Accidental layering is often the
cause of reduced reach, i.e., lower-
than-expected impressions and
clicks
www.vizioninteractive.com
Layered Targeting
Useful example: target ads using a
custom affinity group consisting of
people interested in gold coins
And use keyword targeting with
keywords like “gold coin” and “gold
eagle” to make sure ads are placed
on pages about gold coins
Results in a smaller audience but
much more apt to buy
www.vizioninteractive.com
Target Exclusions
It can be useful to make sure ads
don’t appear on certain sites, or to
certain audiences
Example: show my ads to people in
the affinity audience “Foodies,” but
not if the
Audience member is visiting a web
site whose topic involves Catering or
Food & Grocery Retailers
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Target Exclusions
Scroll to the bottom of the Targeting
section and choose the drop-down
“Add ad group exclusions”
Choose “Topics,” and add the topics
you want to exclude (see next slide)
Click on “save” and you’re done!
www.vizioninteractive.com
A Note about Negative Keywords
A negative keyword tells AdWords,
“Don’t show my ad on any pages
that contain this word.”
They should be used sparingly –
usually not at all
Big problem when advertisers sue
their search ad groups, as-is, when
creating GDN ad groups
www.vizioninteractive.com
Thank You!Questions?
I’m David Szetela, @Szetela
Download a free copy of my book:
http://bit.ly/1dF3OCo
Or email me with “Free Book” in the
Subject line:
david.Szetela@Vizioninteractive.com
Laser-targeted Ads in theGoogle Display Network
David.Szetela@vizioninteractive.com
David Szetela
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