search marketing theatre; lead generation with ad words display targeting
TRANSCRIPT
© Periscopix 2012 www.periscopix.co.uk
Alistair Dent
Periscopix
28/2/12
© Periscopix 2012 www.periscopix.co.uk
• The Google Display Network is one of the largest online ad networks in the world
• You can target sites and pages on this network to show your ads to the most relevant people possible, when they’re browsing relevant content
© Periscopix 2012 www.periscopix.co.uk
• EvoEnergy are the UK’s largest residential solar panel installer and REA installer of the year
• We used AdWords display advertising to help EvoEnergy to attract leads for large commercial installations
• A variety of targeting methods were used to achieve this goal. We are going to discuss how AdWords display targeting works and how you can use it
© Periscopix 2012 www.periscopix.co.uk
• Different sites accept different ad types
• Think about which ad types will be suitable for your audience
Text Ads
Image Ads
Flash Ads
Video Ads
Mobile Ads
© Periscopix 2012 www.periscopix.co.uk
Large Websites E.g. Gmail, YouTube, The Guardian
Small Websites E.g. farmingforum, farmersguide
• Large audience • Lots of types of
content
• Relevant audience • Attract users at point
of interest
© Periscopix 2012 www.periscopix.co.uk
• Targeting is at ad group level
• Add any target to an ad group, and the ads within that group will show to that target
Websites
Placements
Pages
Contextual Topics
People
Interests Remarketing
© Periscopix 2012 www.periscopix.co.uk
• Placement targeting is the most obvious method available
• Choose the websites you want to appear on
• This method is effective for targeting demographics who will read websites about specific topics
• Special interest groups are often most easily targeted using this method
• Use the DoubleClick Ad Planner to help find placements that carry GDN adverts
© Periscopix 2012 www.periscopix.co.uk
• Contextual targeting is the most common on AdWords
• Create a keyword list and Google will assess the theme of your keywords
• If your theme matches closely to that of the page, then you will be eligible to show ads on that page
• This method gives you the most control but can be the most difficult to use
© Periscopix 2012 www.periscopix.co.uk
• Topic targeting is like contextual targeting but more broad
• You can choose from a pre-defined list of page topics to target
• This provides more transparency than contextual targeting, but with less granularity of targeting available
© Periscopix 2012 www.periscopix.co.uk
• If a person has consistently browsed pages about a particular topic in the recent past, then you can target that person wherever they are browsing now
• This is Google’s version of behavioural advertising, but all user data is aggregated and anonymised
• View your own interest categories in Google’s Ads Preferences Manager
© Periscopix 2012 www.periscopix.co.uk
• This is not new customer acquisition. Everybody in a remarketing list has visited your site before
• Remarketing is usually used in two ways:
– Increase the overall conversion rate of your site, by keeping yourself on people’s minds while the compare suppliers
– Be more aggressive with other targeting methods when showing ads to anybody who has been to your site before
© Periscopix 2012 www.periscopix.co.uk
• Remarketing and interest categories allow you to segment your audiences in custom combinations
• By utilising multiple remarketing lists with different pages viewed or cookie lengths you can target people in increasingly clever ways
• EvoEnergy target most users using two remarketing lists and one combination:
– Visited the site in the last two days
– Visited the site in the last 14 days
– In the latter list but not the former
© Periscopix 2012 www.periscopix.co.uk
Placements Topics
© Periscopix 2012 www.periscopix.co.uk
• High QS means you will show a higher proportion of the time
• High impression share means more clicks
• The CTR of your ad compared to other ads in the same slot CTR
QS
• Does not impact search quality score
• Not visible in the interface
IS
© Periscopix 2012 www.periscopix.co.uk
• Create ads for every ad block size!
• Include a call to action in direct response ads
• Focus on high quality background images
• Include your logo or brand
• Static images often work better than rotating slides
• Put text and image ads into different ad groups
© Periscopix 2012 www.periscopix.co.uk
• Ingore average position, you’re bidding for impression share
• Exclude placements with terrible CTRs if they don’t convert
• Exclude placements with high spend and no conversions
• Use the relative CTR metric at ad group level to judge performance
• Cap your frequency, especially if using remarketing
• Use web analytics to check engagement of display visitors
© Periscopix 2012 www.periscopix.co.uk
• Conversion rates of over 5% from display showed that the targeting methods were finding the right audience
• The ad group containing image ads had nearly twice the CTR of that with text ads
© Periscopix 2012 www.periscopix.co.uk
• Use (and combine) all the targeting methods to find the best people
• Image ads will outperform text ads (by CTR)
• Manage each targeting method based on the cost per lead
• There is no reason to have different cost per lead targets from search!