Conquering Google Display Network and Gmail Ad Targeting: Forget Context, Think Audience, Layer &...
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#SMX #24C @suzyvirtual Forget Context, Think Audience, Layer & Win GDN Conquering Google Display & Gmail Ad Targeting
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Transcript of Conquering Google Display Network and Gmail Ad Targeting: Forget Context, Think Audience, Layer &...
#SMX #24C @suzyvirtual
Forget Context, Think Audience, Layer & Win GDN
Conquering Google Display &
Gmail Ad Targeting
#SMX #24C @suzyvirtual
SEMs Think in Keywords & Context
#SMX #24C @suzyvirtual
The Keyword/Context Approach
§ TopicalPlacements§ TopicalAudiences/Topics§ TopicalKeyword/ContextualTargeting
Doesn’ttendtoworkverywell“WetestedGDNanditdoesn’twork”
#SMX #24C @suzyvirtual
My AHA Moment – Office Lunch Delivery
§ TargetedPeopleintheservicearea(SiliconValleyOfficeParks)§ Peopleatwork(Googlebeta,atthetime)§ RanAdsinthemorningwhenyoucouldgetanorderin§ Hadavarietyofadswithdifferentkindsofyummylookingfood
#SMX #24C @suzyvirtual
My AHA Moment – Cricket!
§ OnlytheIndianfoodadgotconversions§ Theconvertingplacementsallwereallaboutcricket(thesport)
#SMX #24C @suzyvirtual
AHA!
PEOPLEINSILICONVALLEYCHECKINGCRICKETSCORESINTHEMORNING
=PEOPLEINMARKETFORLUNCHDELIVERY
#SMX #24C @suzyvirtual
Honing in on the Target
§ Reachingpeoplefamiliarwithasystemofofficelunchdelivery,whofitthetargetdemographicmale,computerofficejobs,single,disposableincome
§ Reachingthemwithcompellingads
§ Targetcrickettopic,audienceandkeywords§ CreatemultipleIndianfoodadstotest.Keepthebestperformers
§ Keepthemorningtarget(hungry/bored)
Getting the CPA Better Than Search
#SMX #24C @suzyvirtual
Was it a “One of” Situation?
§ OnlineMBAprogram(developedpersona)– USMale
– 25-34
– Collegegraduate
– Worksintechnology– Wantstoimprovecareerpath
…those bay area cricket fans would totally work… but we need MORE….
#SMX #24C @suzyvirtual
Reaching the Target Persona
Whatdo25-34yearoldmen,atwork,intechnologyfields,alloverthecountry,whoareboredatworkdo?
#SMX #24C @suzyvirtual
Matching the Creative
§ MBAProgramUniversitywasknownforbasketball§ Usedathleticteamcolorsinthead§ Usedcompetitivelanguageintheads
ITWORKED!!!!
WEGOT$50(quality)LEADSINANIDUSTRYWITH$50+CPCs
INSEARCH
#SMX #24C @suzyvirtual
Persona
Whereto
ReachThem
Whento
ReachThem
Alignthe
Creative
TESTTESTTEST
Replicating This AHA With GDN!
Googleisverygoodatknowingwhatyoudo.Facebookisverygoodatknowingwhoyouare.
#SMX #24C @suzyvirtual
PERSONA IDEAS: Deeps Thoughts About Remarketing
§ Whydoesremarketingwork?– Havingvisiteda(your)siteindicatesaninterest,in-marketstateorintent
– Userisimplicitlyfamiliarwithyouroffering/product
– Userisimplicitlyfamiliarwithyourbrand
– Theyprobablyfityourdemographic(sincetheyvisited)
– Withdynamicremarketing,andoftenotherstrategies,yourcreativeistunedtothem
How can you replicate these conditions on totally new people?
#SMX #24C @suzyvirtual
PERSONA IDEAS: Use Audience Insights
#SMX #24C @suzyvirtual
PERSONA IDEAS: Use Remarketing Campaigns
§ Lookatview-throughconvertingplacementsand/orhigherCTRstogetideasifconversiondataislow
#SMX #24C @suzyvirtual
PERSONA IDEAS: Google Analytics Data
§ Affinitycategories,In-MarketSegmentsmaptotheAdWordstargets
§ Lookatconversionrateasan“index”§ Lookattimeonsiteandpages/sessionifyoudon’thavesufficientconversiondata
#SMX #24C @suzyvirtual
WHERE & WHEN: GDN Layers § Demographic– Age,Gender,ParentalStatus
§ Topics§ Placements§ Keywords/Contextual§ Audiences– In-Market
– Affinity
– CustomAffinityAudiences
– Remarketing– SimilarAudiences(lookalike)
TargetandbidreachestheintersectionoftheVenndiagram
#SMX #24C @suzyvirtual
WHERE & WHEN: Creating an Audience
§ TimeofDay§ Device§ Geography§ Language
Startlayering.Withcampaignsettings,youhaveadditionallayers…
#SMX #24C @suzyvirtual
WHERE & WHEN: Sculpt Using Positive and Negative Targets Reachonlysingle-travelersvianegativeaudiences
#SMX #24C @suzyvirtual
Gmail Ads (GSP) - Extra Targeting Capabilities
§ 100%Gendermatching– Greatfordemographicdefinitionandadcreativematching
§ (Gettingemailsfrom)Domaintargeting§ Largermoreinformativeadunit
#SMX #24C @suzyvirtual
Gmail Ads (GSP) - Extra Targeting Capabilities
§ Subscriptionboxforwomen
§ Layeredaffinitycategorieswithecommercesitesthatindicatedahigherlikelihoodtobuyonline
§ Alsoworkedwhenwelayereddigitalfinancetooldomains.
#SMX #24C @suzyvirtual
Examples: Reach Your Customers
§ HighIncomePeople:AffinityLuxuryshoppers,InMarketfor5StarHotels,Investingtopictarget,Negatein-marketforJobs,Negatebargainshoppers
§ SmallBusinessOwners:InMarketforcommercialrealestate,GSPdomaintargetingforquickbooks.com,freshbooks.comxero.comandothersmallbusinesssoftware
§ Expatcommunities:Layerhomecountrylanguage,interestsandtopiccategorieswithgeo-targetingtowhereexpatcommunitieslive.
#SMX #24C @suzyvirtual
Examples: Reach Your Customers
§ LikelytoBuy:Layershopaholicsaffinity,layerdomainsinGSPthatindicatepurchase§ In-MarketforCollege/Undergrad:Layerpeoplein-marketfortestprep,studentloans,negateolderageranges
§ Recenthomebuyers:inmarketforhomeinspections,curtainsandcableandsatelliteproviders
#SMX #24C @suzyvirtual
Reaching The Right People + Right Time + Right Message
FORGETCONTEXTTHINKAUDIENCE
LAYERTARGETS(NEGATE&SCULPT)MATCHYOURADCREATIVE
Rememberthereasonsremarketingworks
#SMX #24C @suzyvirtual
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