Google Display Targeting Methods, a Semetis approach

Google Display Network Display targeting methods November 2011 1

Agenda1. Introduction to the Display Network2. Targeting methods presentation3. Targeting methods evaluation4. Google Display vs. other networks5. Conclusion 2

Agenda1. Introduction to the Display Network2. Targetting methods presentation3. Targetting methods evaluation4. Google Display vs. other networks5. Conclusion 3

1. Introduction to the Display NetworkGoogle offers two ways to target theuser.1. Google search or Google’s searchpartners (Skynet, …).2. Online content called the GoogleDisplay Network. 4

1. Introduction to the Display Network“The Google Display Network reaches 75% of uniqueinternet users in over 100 countries and 20 languageson hundreds of thousands of sites across the web.” 5

1. Introduction to the Display Network 6

1. Introduction to the Display NetworkHow is the Google Display Network (GDN) Organized?Two types of content:• Google websites and services (Gmail, Youtube, …).• Google Display Network’s Partner websitesThose websites are filed into multiple categories. Finance Cars Finance Other… 7

1. Introduction to the Display Network GOOGLE DISPLAY GOOGLE SEARCH Branding Prospection Buying (step 1) (step 2) (step 3) 8

1. Introduction to the Display NetworkAd formats: Text-ads, Images,Videos, Rich Media, Flash, .... 9

1. Introduction to the Display Network 2 Bidding options to meet your objective: • Direct response: Cost per Click « I agree to pay 0.50€ maximum for a click » • Branding : Cost per 1000 impressions « I agree to pay 2€ for 1000 impressions » 10

2. Targeting methods presentationa) Contextual targeting Glasses Reading glasses• Add a few keywords around a Buy glasses online Cheap glasses common and simple theme• Google will then find websites corresponding to this theme. Theme: Glasses 12

2. Targeting methods presentation Example: I sell cameras online.b) Topic targeting• Choose the category of websites• Ask yourself who is your customer• On which websites your product/services would be interesting for users ? 13

2. Targeting methods presentation c) Topic + Keywords targeting• Combines keywords and topics• Achieves a high relevancy + Digital Camera Camera online Buy camera Cheap camera 14

2. Targeting methods presentation d) Placements targeting• Target a specific website on the Kapaza.be Tweedehands.net Google Display network 2ememain.be• Or target a particular section on a Autozone.be webpage of a website. 15

3. Targeting methods presention d) Placements targeting A specific placement: YouTube • Multiple ad formats • Enormous reach • Good way to interact with users • Different types of bidding (reservations and/or CPC bidding) 16

2. Targeting methods presentatione) Interest Based targeting• Target people based on categories of website they visit• Follow the user on the net irrelevant of which website they are viewing Interested about Cars 17

2. Targeting methods presentation f) Remarketing• Advanced form of interest- based advertising• Target users who have previously visited your website or accomplished an action on your website• Tailor your message very specifically to the user. 18

2. Targeting methods tool: Google ad plannerGoogle Ad Planner is a tool that helps youresearch those Placements, InterestsCategories and Topics. https://www.google.com/adplanner/#placementSearch 19

3. Targeting methods evaluation Theoretical Methods’ performance The following graph shows the theorical ratio between impressions and click rate. 21

3. Targeting methods evaluationAnalysis Methodology  Analysis of several campaigns  Variety of advertizers  Variety of products / sectors 22

3. Targeting methods evaluationKey findings: Objective  Suggested method Conversions  Remarketing Reach & traffic  Topics + Keywords Limited reach  Interest based or contextual 23

3. Targeting methods evaluation HIGH REACH Interest Based TopicsLOW COST Contextual HIGH COST Placements Remarketing LOW REACH

3. Targeting methods evaluationContextual targeting  Easy to implement  Quite accurate targeting  Requires more maintenance Find the right balance between specific and generic keywords. Tip: Do not add more than 50 keywords and do not forget to add negative keywords if your keywords can have an ambigous meaning. 25

3. Targeting methods evaluationTopic targeting  Target very specific sector/category  High reach  Limited amount of topics available Reach within an undercategory can be limited (small countries) Tip: If you noticed that a chosen undercategory has too few impression, you can try to go back up one level. (ex: topic: commercial real estate to topic: real estate) 26

3. Targeting methods evaluationPlacements  Very efficient especially if the placement offers complementary products  Strict control over where your ads appear Competition be fierce (high CPC) Some websites only accept certain ad formats Tip: Add top performing placements from your contextual campaigns as managed placements in order to better control its performance. 27

3. Targeting methods evaluationInterest Based targeting  Important & qualitative reach  Good for branding purposes especially with bannering.  Easy to manage once you find the right audience.  Can be hard to find the right audience This method can be expensive  No control over the websites where the ad appear Tip: It is also possible here to exclude specific placements where you do not want your ad to appear. Also, consider a completely separate Campaign for that method. 28

3. Targeting methods evaluationRemarketing  The most advanced (and most accurate) form of targeting.  High convertion rate for Display  Allow you to address a specific message to a very specific audience  Technical implementations needed (additional codes)  Your audience must be 100 users strong Tip: Use the caping settings in order to limit the amount of times that a specific user sees your ad. 29

4. Google Display vs. Other networks WHAT? Publisher Media Agency Google Display Price/Nego Beforehand/sales Vs. Volume Auction Payment Mode CPC CPM CPC Inventory Strong Complementary Strong Network relevancy All Network All Network Targeted Pressure vs. Active Support/Mngt Delivery only Publisher Management Control Weak Weak Strong CPA Branding** High High Competitive *Working directly with Publishers/MediaAgency/GoogleDisplay(via specialised agency) **Includes total cost divided by (direct sales post-click + sales within 30 days + post-view within 30 days) 31

4. Google Display vs. Other networks LargeUSPs Display on the networkGoogle Display Post-Click (x5) & Post-Network (GDN): View CPC or CPM conversion s Display with Google CPA Adwords Frequency Branding capping 3-10 times cheaper Many Display & Targeting Video options! 32

4. Conclusion: Performance EvaluationHow to evaluate the efficiency of yourDisplay Network campaigns?• Focus on: view through conversions and/or impressions but not CTR• Use Google Analytics (bounce rate, new visitors)• AdWords reports (Reach & Frequency, Placements) 34

4. Conclusion: Semetis Best Practices Different campaign/account for Display and for Search Structure your adgroups and campaigns according to targeting methods The methods are complementary! Try several to see what works for you Allow at least a few weeks before taking any conclusion and decision Regularly check the AdWords placement reports For remarketing, establish a real strategy (right audience combination andspecific message) 35

Google Display Targeting Methods, a Semetis approach

by Semetis on Nov 24, 2011

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