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ADSPACE Measurement and Metrics — Shelley Ellis
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ADSPACE Measurement and Metrics — Shelley Ellis

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  • 1. PANELIST: Shelley Ellis , CEO, Shelley Ellis Consulting Content Targeting
  • 2. Content Targeting Category Negatives What is a Category
  • 3. Content Targeting Category Negatives Examples for Using Category Negatives
      • Fighting with husband/boyfriend – showing sites for fighting colds and for UFC/MMA fighting
      • category::Health>>Health Conditions>>Cold & Flu
      • and
      • category::Sports>>Combat Sports
      • Cheating Husband/Boyfriend  - showing sites for how to cheat on video games
        • category::Games
        • or 
        • category::Games>>Video Games>>Cheats & Hints  
      • Through Google AdWords: category exclusions > sites
      • Through AdWords Editor: campaign negative site
  • 4. Content Targeting  Must Use Reports for AdWords 
      • Placement reports for relevancy, exclusions and for peeling off sites for placement targeting.
      • Placement reports for high traffic Enhanced Online Campaigns (EOC's - placement targeting combined with keyword targeting) to make sure ads are being distributed on the right landing pages.
      • Ad Copy reports to see which ads appeal to what audience. Looking at two different metrics – CTR and conversions.
  • 5. Content Targeting  Determining Word Count - What Works   Google is designed to make content targeting successful with a few keywords or with the hundreds of keywords that people typically have in their search campaigns already. The difference is in the targeting. With more keywords (20+), you can still see Google trying to target based on the keyword “theme” but there may be more sites to exclude that are not relevant.
  • 6. Content Targeting  Determining Word Count - Optimizing  
      • When mirroring a paid search campaign:
        • cull match types (use broad only)
        • cull misspellings
        • cull long tail keywords
        • cull un-necessary variations  (plural, non-plural, ‘ing, etc.)
        • goal - keep keywords that are commonly used in blogs, forums, articles, reviews, etc.
  • 7. Content Targeting  Quality Score - Keep the Flow  
      • Keyword theme relates to the ad copy
      • Google uses keywords and ad copy to find your relevant audience
      • Audience relates to the ad
      • Ad carries through to the appropriate landing page. 
        • Instead of creating "topic related" landing pages right out of the box, run the campaign about a week and then see which campaigns, AdGroups and ads are getting generating a lot of interest and then use those for testing new pages.
  • 8. Content Targeting - Top 5 Metrics Ideal Positioning - Text Ads  
      • Goal - #3 position
        • test higher bids if low traffic at or above position 3
        • lower bids if below position 3 with high spend and no conversions
      • Most text ads are shown in groups of 3
        • If your positioning is above 3, you are paying too much. 
        • If your position is below 3, you may be missing out on traffic.
  • 9. Content Targeting - Top 5 Metrics Impressions - Too Low  
      • review keyword level quality scores
      • review keyword themes (is your AdGroup TOO targeted or is the niche too small)
      • review relevancy between keywords and ad copy
      • Test results - Added 1 new keyword dense ad to each AdGroup.
      •  
  • 10. Content Targeting - Top 5 Metrics Impressions - Too High  
      • Look for keywords that are too broad 
      • Review placement reports to see if one or a few sites are generating all the traffic 
      • Review data for Site and Category Exclusions
        • Page Types
        • Media Types
        • Topics
      • Review demographic data if not excluding social sites
        • Campaign Settings > Demographics > Age
        • Campaign Settings > Demographics > Gender
  • 11. Content Targeting - Top 5 Metrics Ad Performance  
      • Highest CTR’s
      • Highest Conversion rates
  • 12. Content Targeting - Top 5 Metrics Content Relevancy  
      • Placement Reports: 
        • Sort by Campaign > AdGroup > Domain. 
        • Look for patterns (news sites, social sites, International sites, topic related sites). 
        • Is Google doing a good job interpreting your keyword theme and distributing your ads to relevant sites?
  • 13. Content Targeting - Top 5 Metrics EOC Relevancy  
      • Placement Reports: 
        • Sort by Campaign > AdGroup > Domain. 
        • Look for patterns. 
        • Is Google doing a good job interpreting your keyword theme and distributing your ads to relevant pages on the placements you have targeted?
  • 14. Content Targeting  Secrets and Tips  
      • Use Categories in placement targeting
      • Use Category negatives
      • Use Micro targeted keyword themes
      • Use Sub-Categories with Placement Targeting (Marketing.About.com, CNN.com/Health/)
      • Use Enhanced Online Campaigns for social sites (MySpace)
      • Use Enhanced Online Campaigns for high traffic sites (CNN.com, BusinessWeek.com, ReadersDigest.com)