Cousins to Paid Search:<br />RTB Display,<br />Retargeting,Contextual,All in the family<br />Frost Prioleau<br />CEO, Simp...
landscape<br />
Display: Transformed by RTB/DSPs<br />Ready Access to Massive Volume<br />Now at 400Bn impressions/month<br />1000 impress...
For an investor…display is very complicated.<br />4<br />
For an advertiser, it’s simple.<br />5<br />
so what?<br />6<br />
Why Search Marketers Should Care<br />7<br />
More reasons…<br />Target competitors terms<br />Target expensive terms inexpensively<br />e.g. “auto insurance”, “mesothe...
options<br />9<br />
Display Options<br />Where should a Search Marketer start?<br />Different display techniques<br />Different parts of the f...
Site Retargeting<br />Target users who have already visited the advertisers sites<br />Pros: Highly effective, good ROI <b...
Contextual Targeting<br />Search Retargeting <br />AWARENESS:Broad/Category Terms<br />RESEARCH & COMPARISONProduct/Broad ...
Contextual Targeting<br />Target ads based on the content of the page where the ad is being shown<br />Pros: Often provide...
Expanding the Audience<br />Look-Alikes<br />Profile your audience…then target users like them. <br />Social, Behavioral, ...
making it work for you<br />
Best Practices….<br />Start broad…don’t overtarget<br />Let the data talk.<br />Work multiple parts of the funnel.<br />Cr...
Search Retargeting: Results<br />17<br />
Frost Prioleaufrost@simpli.fiM – 817-271-7346<br />
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SMX East 2011 - All in the Family - Frost Prioleau

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Don't miss Frost's All in the Family presentation at this year's SMX East in NYC. Learn more about retargeting and how it plays well with others.

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SMX East 2011 - All in the Family - Frost Prioleau

  1. 1. Cousins to Paid Search:<br />RTB Display,<br />Retargeting,Contextual,All in the family<br />Frost Prioleau<br />CEO, Simplifi<br />SMX East 2011<br />Thursday, September 15, 2011<br />
  2. 2. landscape<br />
  3. 3. Display: Transformed by RTB/DSPs<br />Ready Access to Massive Volume<br />Now at 400Bn impressions/month<br />1000 impressions/user/month<br />New Levels of Control/Efficiency<br />Bid on one impression at a time<br />Increased efficiency/Less waste<br />Total Transparency<br />Delivery and performance by keyword, domain, ad position, etc<br />Data drives optimization<br />Simplicity<br />DSPs bring single access point for<br />Millions of domains<br />Dozens of data providers<br />Multiple targeting techniques<br /> Chart source: Pubmatic<br />3<br />RTB Growthis Unprecedented<br />% of Non-Guaranteed Ad Spend (via RTB)<br />*$5B+<br />
  4. 4. For an investor…display is very complicated.<br />4<br />
  5. 5. For an advertiser, it’s simple.<br />5<br />
  6. 6. so what?<br />6<br />
  7. 7. Why Search Marketers Should Care<br />7<br />
  8. 8. More reasons…<br />Target competitors terms<br />Target expensive terms inexpensively<br />e.g. “auto insurance”, “mesothelioma”, etc.<br />Drive more branded search<br />Drive more direct navigation<br />Become less dependent on companies that serve free sushi for lunch whose names start with “G”<br />Also get more reach for retargeting and contextual<br />It’s easy.<br />8<br />
  9. 9. options<br />9<br />
  10. 10. Display Options<br />Where should a Search Marketer start?<br />Different display techniques<br />Different parts of the funnel<br />Different benefits.<br />Many other display options not covered here:<br />IP Range targeting<br />3rd Party Data targeting<br />Site/Whitelist targeting<br />Social targeting<br />10<br />Contextual Targeting<br />Search Retargeting Longer Regency/Upper Funnel Terms<br />Search RetargetingShort Regency/Low Funnel Terms<br />Site Retargeting<br />
  11. 11. Site Retargeting<br />Target users who have already visited the advertisers sites<br />Pros: Highly effective, good ROI <br />Cons: No prospecting for new clients. Limited reach.<br />Key Insight: Recommended for all advertisers. Often one of the most effective types of display. Demand transparency.<br />11<br />Contextual Targeting<br />Search Retargeting Longer Regency/Upper Funnel Terms<br />Search RetargetingShort Regency/Low Funnel Terms<br />Site Retargeting<br />
  12. 12. Contextual Targeting<br />Search Retargeting <br />AWARENESS:Broad/Category Terms<br />RESEARCH & COMPARISONProduct/Broad Terms<br />BUYING:<br />Long-tail/Specific Product Terms<br />Site Retargeting<br />Search Retargeting<br />Target users based on their search history.<br />Pros: Just like search. CPM or CPC bids. Keyword level bidding, reporting, and optimization. Variable recency (down to instant), instant on/change. <br />Cons: Like search, some keywords have limited inventory.<br />Key Insights:<br />Direct extension of search<br />Target competitor terms and category terms.<br />Especially good for advertisers in verticals with high CPCs. <br />12<br />
  13. 13. Contextual Targeting<br />Target ads based on the content of the page where the ad is being shown<br />Pros: Often provides lots of inventory at competitive CPMs.<br />Cons: CTRs can be lower, but often offset by lower CPMs.<br />Key Insights: Excellent compliment to site and search retargeting. <br />13<br />Contextual Targeting<br />Search Retargeting Longer Regency/Upper Funnel Terms<br />Search RetargetingShort Regency/Low Funnel Terms<br />Site Retargeting<br />
  14. 14. Expanding the Audience<br />Look-Alikes<br />Profile your audience…then target users like them. <br />Social, Behavioral, etc..<br />“Search-Alikes”<br />Profile your converters…then target users with similar search profiles. <br />Expand search terms that are working.<br />Contextual expansion.<br />Run a retargeting or search campaign, and analyze what contexts are working…then build campaigns around those contexts. <br />14<br />
  15. 15. making it work for you<br />
  16. 16. Best Practices….<br />Start broad…don’t overtarget<br />Let the data talk.<br />Work multiple parts of the funnel.<br />Creatives/landing pages/verticals perform differently<br />Allocate enough budget to allow for optimization<br />Optimize, optimize, optimize. Automatic or manual.<br />Do simple attribution (at least)<br />Build a practice around it.<br />16<br />
  17. 17. Search Retargeting: Results<br />17<br />
  18. 18. Frost Prioleaufrost@simpli.fiM – 817-271-7346<br />

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