pubcon - targeting on the google display network
TRANSCRIPT
Display: Reaching the People You Want, Where They Are
Susan WenogradPartner & SEM – Five Mill
About Me
• Partner at Five Mill. Made up of paid search pros with avg. of 10 years experience.
• Specialize in medium-to-large scale paid search accounts.
• Live in Virginia with my husband and this cutie.
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GDN Targeting Boils Down To…
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Targeting by site/contentattributes
Targeting by audience attributes
GDN Master Targeting Types
• Topical• Keyword• Placement• Audience• In-Market• Affinity• Remarketing
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Display Doesn’t Work
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Site Focus: Topical Targeting“Show my ads on websites with topics related to…” (there are over 5,000)
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Site Focus: Keyword Targeting
“Show my ads on web pages containing all or some of the keywords I specify…”
-Keep ad groups tightly focused-Utilize negative keywords sparingly
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Site Focus: Placement Targeting
“Show my ads on these specific sites…”
-Don’t assume you know where your target audience is-Build this list from running on broader targeting-Note: Placement means anywhere on that site, so you may show on a lot of irrelevant stuff!
Bonus tip: Exclude adsenseformobileapps.com to avoid paying for clicks from clumsy thumbs.
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People: Audience Targeting
“Show my ads to people who…”
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People: In-MarketIn-Market-Looking to buy-Limited time membership-Example: In-Market to purchase a car
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People: Affinity
Affinity-Permanent member of a “fan club”-Longer lifetime engagement vs. in-market purchasers-Example: automotive enthusiasts
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Custom Affinity
Customized audience based on criteria YOU specify. (Cuz the GDN just doesn’t have it.)
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Gimme An ExampleYou sell a line of high-end desserts for vegans.
…bummer.
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…Are There No Vegans?
It means you gotta find ‘em yourself with layering.
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It Doesn’t Mean They Don’t Exist
“Layering” = overlapping display tactics to laser-focus your ads on the people you actually want.
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Custom Affinities Help, Too
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Optimizing
Please use this. It makes me so frustrated when marketers don’t.
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Remarketing
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Target Based On What They Did (Or…Didn’t.)
• Abandoned cart.• Viewed certain pages on the site but didn’t convert to a
lead.• Purchased, eligible for upsell.• Signed up for a free trial. Start showing ads just before
expiration.
….and any other combination that’s large enough to show ads to!
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Time-Based TargetingKnow what people do & when
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Time-Based Targeting
Set up Audiences:
•30 day - Target•8 days - Exclude
Leverage the Time Lag report to see when it’s not worth showing your ads anymore, and/or when to start showing them.
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Advice On Creating Audiences• If large, break into time frames, if for no other reason then
visibility
• Exclude audiences: purchasers, those who stayed less than 20 seconds, those who visited customer service pages, etc.
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Similar Audiences• When you create a new audience, Google will create a
Similar Audience. • Based on Display browsing activity over 30 days, finds
users with shared interests & characteristics • The bigger the audience size, the better it can find similar
users – min. of 500 cookie’d users.
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More Brilliant Audience Advice
http://selnd.com/21ojEEf
(…courtesy of FiveMill’s President, the “other” Susan W.)
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Dynamic Remarketing
• Requires Shopping Feed/Merchant Center• Requires a leeeeeeeetle extra coding finesse• Worth the effort
Campaign Type Sum of Revenue/CostDisplay Remarketing 3.7Dynamic Remarketing 5.7
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Ready? Set. Go.
• Determine WHERE your audience is and isn’t, based on the Placements report.
• Determine WHO your audience is. Use layers to get hyper-focused.
• Determine WHAT they want and need, based on how they interact with your site.
• Test, Test and Test some more.
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