Search Marketing Theatre; Lead generation with ad words display targeting

Alistair Dent
Periscopix
28/2/12

© Periscopix 2012 www.periscopix.co.uk

• 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


• 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


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


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


• 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


• 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


• 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


• 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


• 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


• 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


• 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


Placements Topics


• 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


• 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


• 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


• 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


• 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!

Search Marketing Theatre; Lead generation with ad words display targeting

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