laser targeted google display ads

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  1. 1. Laser-targeted Ads in the Google Display Network David.Szetela@vizioninteractive.com David Szetela
  2. 2. 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
  3. 3. 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
  4. 4. www.vizioninteractive.com 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 isnt perfect so ads are sometimes placed on irrelevant sites
  5. 5. www.vizioninteractive.com Keyword Targeting Best practice: view the Automated Placements report for each ad group and exclude the poorly-performing sites
  6. 6. Keyword Targeting
  7. 7. Automated Placement Report
  8. 8. www.vizioninteractive.com 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)
  9. 9. Display Planner Tool
  10. 10. www.vizioninteractive.com 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
  11. 11. www.vizioninteractive.com 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
  12. 12. www.vizioninteractive.com Audience Targeting Ads follow people around as they visit sites in the GDN It doesnt really matter which sites carry the ads key objective is to get ads in front of the right people
  13. 13. www.vizioninteractive.com 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
  14. 14. www.vizioninteractive.com 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
  15. 15. www.vizioninteractive.com 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
  16. 16. www.vizioninteractive.com In-market Targeting
  17. 17. www.vizioninteractive.com Affinity Targeting Target ads to people who share common interests Think of these groups as clubs Currently there are 105 affinity audiences
  18. 18. www.vizioninteractive.com 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
  19. 19. www.vizioninteractive.com Custom Affinity Targeting To set up, give AdWords a list of keywords and sites Keywords = words that describe the custom audiences interest Sites = examples of sites that would be frequented by your target audience
  20. 20. www.vizioninteractive.com 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 its about targeting a very specific audience
  21. 21. www.vizioninteractive.com 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
  22. 22. www.vizioninteractive.com Demographic Targeting
  23. 23. www.vizioninteractive.com 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 youre combining the methods with a logical AND not a logical OR
  24. 24. www.vizioninteractive.com Layered Targeting Example: using Topic and Keyword targeting By default, youre 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 its what you intend
  25. 25. 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
  26. 26. www.vizioninteractive.com Layered Targeting Accidental layering is often the cause of reduced reach, i.e., lower-than-expected impressions and clicks
  27. 27. 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
  28. 28. www.vizioninteractive.com Target Exclusions It can be useful to make sure ads dont 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
  29. 29. www.vizioninteractive.com 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 youre done!
  30. 30. www.vizioninteractive.com A Note about Negative Keywords A negative keyword tells AdWords, Dont 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
  31. 31. www.vizioninteractive.com Thank You! Questions? Im 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
  32. 32. Laser-targeted Ads in the Google Display Network David.Szetela@vizioninteractive.com David Szetela

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