Laser Targeted Google Display Ads

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Laser-targeted Ads in the Google Display Network [email protected] David Szetela

Transcript of Laser Targeted Google Display Ads

Page 1: Laser Targeted Google Display Ads

Laser-targeted Ads in theGoogle Display Network

[email protected]

David Szetela

Page 2: Laser Targeted Google Display Ads

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

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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

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Keyword Targeting

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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)

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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

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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

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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

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Layered Targeting

Accidental layering is often the

cause of reduced reach, i.e., lower-

than-expected impressions and

clicks

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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

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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!

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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

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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:

[email protected]

Page 38: Laser Targeted Google Display Ads

Laser-targeted Ads in theGoogle Display Network

[email protected]

David Szetela