1. Serve ads to users whove searched on your keywords at any
point in time Why? This is a great way to &@#$ people off! No,
I dont want to purchase puppy training pads because I searched on
them 2 years ago lets face it, youre too little too late buddy. Ive
got a full grown Doberman Pinscher at this point & there is no
way Kitten Giggles is learning housetraining when he could just as
easily lift his leg where he pleases. Yes that means its awkward
and I cant have people over and Ive got no social life because my
house smells like my aunt Bettys breath when she wears her dentures
over night.. But its cool, I didnt want friends. The Fix : Keyword
Recency Only show your display ad to users in the set windows of
time you designate. Whether its 5 minutes or last week, whatever
time frame works for your product/service based on the keyword that
was searched. No, Your DSP Cant Do This
2. Show users your ad as much as possible, like hourly, pretty
much all the time! Why? This will make you very popular! No one
wants to see the same ad 45 times its not cool. Its like that
picture of me as a kid with a chili bowl that mistake will follow
you around forever. Believe it or not, not everything becomes
fashionable again, whether thats because the chili bowl wasnt
fashionable to begin with or not is for you to decide. Whether or
not its a haircut intended for boys was apparently not my parents
problem. Moving on. The Fix: Choose a DSP that programmatically
determines the right ad frequency The magical number of ads might
be 10 or 2. It might even change by keyword searched, domain
visited, time of day or a dozen other variables. Yes, Drive
Conversions & Protect Your Brand
3. Make your ad as irrelevant as possible I mean bad! Why?
People will ignore it like its nothing Target my grandma for the
coolest new club downtown because she searched on weekend
activities. Im pretty sure she was thinking a movie or maybe a nice
trip to Lubys, but whatever. Grammy G knows how to partytrust me
Ive seen it, but she isnt in her prime like she used to be. Her
Dougie isnt quite up to par, next thing you know Im getting a call
from the club at 2AM, bass bumpin in the background, Grammy G broke
her hip. Nobody wants that. Stick to retargeting her with the
latest in knitting products, maybe throw in a senior dating site
here & there. The Fix: Partner with a DSP that can give you
real insight into the keyword search history, sites visited and
content viewed by individuals converting on your website. Ensure
the right keywords are in the campaign. Then use real time dynamic
display ads to ensure the ad message and imagery is personalized
for every prospect who sees your message No, Your DSP Cant Do This
Either
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