Search Marketing Theatre; Lead generation with ad words display targeting

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Search Marketing Theatre; Lead generation with ad words display targeting

  1. 1. Alistair Dent Periscopix 28/2/12© Periscopix 2012 www.periscopix.co.uk
  2. 2. • The Google Display Network is one of the largest online ad networks in the world • You can target sites and pages on this network to show your ads to the most relevant people possible, when they’re browsing relevant content© Periscopix 2012 www.periscopix.co.uk
  3. 3. • EvoEnergy are the UK’s largest residential solar panel installer and REA installer of the year • We used AdWords display advertising to help EvoEnergy to attract leads for large commercial installations • A variety of targeting methods were used to achieve this goal. We are going to discuss how AdWords display targeting works and how you can use it© Periscopix 2012 www.periscopix.co.uk
  4. 4. Text Image Flash Video Mobile Ads Ads Ads Ads Ads • Different sites accept different ad types • Think about which ad types will be suitable for your audience© Periscopix 2012 www.periscopix.co.uk
  5. 5. Large Websites Small Websites E.g. Gmail, YouTube, The E.g. farmingforum, Guardian farmersguide • Large audience • Relevant audience • Lots of types of • Attract users at point content of interest© Periscopix 2012 www.periscopix.co.uk
  6. 6. • Targeting is at ad group level • Add any target to an ad group, and the ads within that group will show to that target Websites Pages People Contextual Interests Placements Topics Remarketing© Periscopix 2012 www.periscopix.co.uk
  7. 7. • Placement targeting is the most obvious method available • Choose the websites you want to appear on • This method is effective for targeting demographics who will read websites about specific topics • Special interest groups are often most easily targeted using this method • Use the DoubleClick Ad Planner to help find placements that carry GDN adverts© Periscopix 2012 www.periscopix.co.uk
  8. 8. • Contextual targeting is the most common on AdWords • Create a keyword list and Google will assess the theme of your keywords • If your theme matches closely to that of the page, then you will be eligible to show ads on that page • This method gives you the most control but can be the most difficult to use© Periscopix 2012 www.periscopix.co.uk
  9. 9. • Topic targeting is like contextual targeting but more broad • You can choose from a pre-defined list of page topics to target • This provides more transparency than contextual targeting, but with less granularity of targeting available© Periscopix 2012 www.periscopix.co.uk
  10. 10. • If a person has consistently browsed pages about a particular topic in the recent past, then you can target that person wherever they are browsing now • This is Google’s version of behavioural advertising, but all user data is aggregated and anonymised • View your own interest categories in Google’s Ads Preferences Manager© Periscopix 2012 www.periscopix.co.uk
  11. 11. • This is not new customer acquisition. Everybody in a remarketing list has visited your site before • Remarketing is usually used in two ways: – Increase the overall conversion rate of your site, by keeping yourself on people’s minds while the compare suppliers – Be more aggressive with other targeting methods when showing ads to anybody who has been to your site before© Periscopix 2012 www.periscopix.co.uk
  12. 12. • Remarketing and interest categories allow you to segment your audiences in custom combinations • By utilising multiple remarketing lists with different pages viewed or cookie lengths you can target people in increasingly clever ways • EvoEnergy target most users using two remarketing lists and one combination: – Visited the site in the last two days – Visited the site in the last 14 days – In the latter list but not the former© Periscopix 2012 www.periscopix.co.uk
  13. 13. Placements Topics© Periscopix 2012 www.periscopix.co.uk
  14. 14. • The CTR of your ad compared to other ads in the same slot CTR • Does not impact search quality score QS • Not visible in the interface • High QS means you will show a higher proportion of the time IS • High impression share means more clicks© Periscopix 2012 www.periscopix.co.uk
  15. 15. • Create ads for every ad block size! • Include a call to action in direct response ads • Focus on high quality background images • Include your logo or brand • Static images often work better than rotating slides • Put text and image ads into different ad groups© Periscopix 2012 www.periscopix.co.uk
  16. 16. • Ingore average position, you’re bidding for impression share • Exclude placements with terrible CTRs if they don’t convert • Exclude placements with high spend and no conversions • Use the relative CTR metric at ad group level to judge performance • Cap your frequency, especially if using remarketing • Use web analytics to check engagement of display visitors© Periscopix 2012 www.periscopix.co.uk
  17. 17. • Conversion rates of over 5% from display showed that the targeting methods were finding the right audience • The ad group containing image ads had nearly twice the CTR of that with text ads© Periscopix 2012 www.periscopix.co.uk
  18. 18. • Use (and combine) all the targeting methods to find the best people • Image ads will outperform text ads (by CTR) • Manage each targeting method based on the cost per lead • There is no reason to have different cost per lead targets from search!© Periscopix 2012 www.periscopix.co.uk

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