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
  • Search ex advanced targeting on the new gdn

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

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