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Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
Search ex   advanced targeting on the new gdn
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Search ex advanced targeting on the new gdn

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  • No need to take notes or jot down everything I say – I’ve provided a full outline of my presentation here
  • For years and years and years, Google reps have touted the beauty and “opportunity” of the display network. It represents the greatest chance to expand your reach in the world they say. It’ll grow your business a million fold they say. It’s great for branding they say! A little secret – up until Google shifted their focus, many Google reps were incentivized (and evaluated) by how much their clients/agencies grew on the display network…So it’s no surprise that this was met with a good deal of skepticism from PPC pros The Google display network just doesn’t get any love from direct response marketers. After year
  • Transcript

    • 1. the new google display network targeting strategies for direct response aaron levy @bigalittlea
    • 2. bit.ly/gdntargeting @bigalittlea#searchex
    • 3. @bigalittlea
    • 4. @seerinteractive @bigalittlea#searchex
    • 5. @bigalittlea#searchex
    • 6. @bigalittlea#searchex junky sites parked domains useless squidoo lenses irrelevant clicks bad leads
    • 7. @bigalittlea#searchex
    • 8. @bigalittlea#searchex
    • 9. @bigalittlea#searchex
    • 10. @bigalittlea#searchex
    • 11. @bigalittlea#searchex fun negative nancy layering basic development
    • 12. @bigalittlea#searchex the basics
    • 13. @bigalittlea#searchex
    • 14. @bigalittlea#searchex themes keywords which one is it?
    • 15. @bigalittlea#searchex …..both??
    • 16. @bigalittlea#searchex
    • 17. @bigalittlea#searchex giant road bike giant road bicycle giant defy giant tcr tcr advanced defy composite road bike road bicycle trek road bike trek road bicycle trek madone trek domane madone domane road bike road bicycle -mountain -triathalon -cyclocross -tri -touring -trek -speed concept -rent -mountain -triathalon -cyclocross -tri -touring -giant -tourism -rent
    • 18. @bigalittlea#searchex giant road bike giant road bicycle giant defy giant tcr tcr advanced defy composite road bike road bicycle trek road bike trek road bicycle trek madone trek domane madone domane road bike road bicycle core theme core theme -mountain -triathalon -cyclocross -tri -touring -trek -speed concept -rent -mountain -triathalon -cyclocross -tri -touring -giant -tourism -rent
    • 19. @bigalittlea#searchex 10,000 foot view of the target
    • 20. @bigalittlea#searchex giant road bike giant road bicycle giant defy giant tcr tcr advanced defy composite road bike road bicycle trek road bike trek road bicycle trek madone trek domane madone domane road bike road bicycle negative core negative core -mountain -triathalon -cyclocross -tri -touring -giant -tourism -rent -mountain -triathalon -cyclocross -tri -touring -trek -speed concept -rent
    • 21. @bigalittlea#searchex 10,000 foot view of the target you want to completely avoid
    • 22. @bigalittlea#searchex giant road bike giant road bicycle giant defy giant tcr tcr advanced defy composite road bike road bicycle trek road bike trek road bicycle trek madone trek domane madone domane road bike road bicycle expanded core expanded core -mountain -triathalon -cyclocross -tri -touring -trek -speed concept -rent -mountain -triathalon -cyclocross -tri -touring -giant -tourism -rent
    • 23. @bigalittlea#searchex ad group specific - dive deeper, refine exactly what to target
    • 24. -mountain -triathalon -cyclocross -tri -touring -trek -speed concept -rent @bigalittlea#searchex giant road bike giant road bicycle giant defy giant tcr tcr advanced defy composite road bike road bicycle trek road bike trek road bicycle trek madone trek domane madone domane road bike road bicycle -mountain -triathalon -cyclocross -tri -touring -giant -tourism -rent expanded negatives expanded negatives
    • 25. @bigalittlea#searchex ad group specific – proper ads in proper places
    • 26. @bigalittlea#searchex giant road bike giant road bicycle giant defy giant tcr tcr advanced defy composite road bike road bicycle trek road bike trek road bicycle trek madone trek domane madone domane road bike road bicycle reach keywords -mountain -triathalon -cyclocross -tri -touring -trek -speed concept -rent -mountain -triathalon -cyclocross -tri -touring -giant -tourism -rent reach keywords
    • 27. @bigalittlea#searchex probably wouldn’t bid on these in search…
    • 28. -mountain -triathalon -cyclocross -tri -touring -giant -tourism -rent -hike @bigalittlea#searchex giant road bike giant road bicycle giant defy giant tcr tcr advanced defy composite road bike road bicycle trek road bike trek road bicycle trek madone trek domane madone domane road bike road bicycle intent negatives -mountain -triathalon -cyclocross -tri -touring -trek -speed concept -rent -book intent negatives
    • 29. @bigalittlea#searchex reach users in the proper mindset
    • 30. @bigalittlea#searchex
    • 31. @bigalittlea#searchex
    • 32. @bigalittlea#searchex stacked targeting
    • 33. @bigalittlea#searchex gdn campaigns are like onions …they have layers!
    • 34. @bigalittlea#searchex “other”affinity audiences / demographics themes / topics
    • 35. @bigalittlea#searchex negative topics -games -dating -social -adult positive topics
    • 36. @bigalittlea#searchex right age right context be careful with demographics & interests
    • 37. @bigalittlea#searchex …but don’t go nuts
    • 38. @bigalittlea#searchex affinity targeting launched 6/27 expand reach!
    • 39. @bigalittlea#searchex ….meh?
    • 40. @bigalittlea#searchex exclude re- marketing lists layer re- marketing over display
    • 41. @bigalittlea#searchex exercise restraint
    • 42. @bigalittlea#searchex negative nancy
    • 43. @bigalittlea#searchex capture context
    • 44. @bigalittlea#searchex i evaluated 500k contextual gdn clicks, and here’s what i found
    • 45. @bigalittlea#searchex 43% of impressions are blind manta.com drove 4% of clicks, 0.03% of impressions content farms drove 11% of conversions 1% of impressions based on minecraft
    • 46. @bigalittlea#searchex hat-tip to @fmshovlin
    • 47. @bigalittlea#searchex 22% CTR
    • 48. @bigalittlea#searchex beware the accidental click
    • 49. @bigalittlea#searchex
    • 50. @bigalittlea#searchex
    • 51. @bigalittlea#searchex
    • 52. @bigalittlea#searchex 10% higher CTR than “typical” display sites 10% of display spend wasted on candy crush and shellrazer
    • 53. @bigalittlea#searchex I created a blacklist of placements including app-exclusion tricks
    • 54. @bigalittlea#searchex super terrific happy hour fun tips
    • 55. @bigalittlea#searchex
    • 56. @bigalittlea#searchex
    • 57. @bigalittlea#searchex hat-tip @mmstll
    • 58. @bigalittlea#searchex
    • 59. @bigalittlea#searchex
    • 60. @bigalittlea#searchex
    • 61. @bigalittlea#searchex
    • 62. @bigalittlea#searchex
    • 63. @bigalittlea#searchex aaronl@seerinteractive.com about.me/aaronlevy bit.ly/gdntargeting

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