You're just ten slides and ten minutes away from learning about the Google Display Network (GDN) and how to use it to improve your leads and conversions.

1. Heart Internet’s Tips in Ten
Remarketing using the GDN
You’re just ten slides away from learning how to remarket
to your visitors using the Google Display Network.

2. Remarketing? GDN?
Remarketing lets you reach people who
have previously visited your site, and show
them relevant ads. Remarketing campaigns
have lower costs & higher click-through
rates and conversions. Remarketing is all
about building lists!
The GDN, or Google Display Network, is Google’s self-
serve display advertising platform.
• It reaches over 92% of internet users
• Generates $5bn per year for Google
• Offers multiple ad formats
• Covers advertising on multiple device types

3. Targeting tools overview
Contextual Targeting
Keyword-level targeting and bidding,
matching the content of your ads to the
content of websites.
Show my banners on pages with the
keyword “search engine optimisation”.
Placement Targeting
Choose which specific websites you want
to advertise on. You can also pinpoint
relevant pages on certain websites.
Show my banners on
www.xyzwebdesignmagazine.com.
Remarketing
Reach customers who have shown an interest
in your product or service by visiting your site,
and show them relevant ads as they browse
other sites.
Show my banners to people who visited my
website.

4. Targeting tools overview
Interest Categories
Choose from a range of interest
categories, (e.g. travel) and ads are
shown to people who Google has
identified as being interested in those
categories.
Show my banners to people Google has
categorised as being interested in web
design.
Topic Targeting
Topic targeting is a close cousin to interest
categories, but based on sites rather than
audience. Pick a topic like travel, and
Google will show your ads on sites related
to that topic.
Show my banners on websites Google has
categorised as being about web design.
Geographic and Language
Geographic and language targeting let you display
your ad by region, postcode and language.
Show my banners to people who speak English and
are in France.

5. Targeting tools overview
Demographic Targeting - Shows ads to users based on their age and gender.
Above-the-Fold Advertising – Ensures your display ads appear completely on screen regardless of the
user's web browser, monitor size or screen resolution.
Ad Scheduling - Lets you specify certain hours or days that you want your ads to appear.
Frequency Capping - Limits the number of times any individual can see your ad in one day, week or month.
Exclusions - Stops ads appearing next to content that's inappropriate or a bad match.
Other options include…

6. Creating a remarketing list
Getting and using the data
Firstly, add the tracking code provided to your website.
Once you start collecting the data, the next step is to build lists.

7. Creating a remarketing list
Include
Visited
/reseller-
hosting
Exclude
visited order
confirmation
page
This targets people who visited the reseller hosting
page but have not bought anything

8. Using your remarketing lists
Ad/ Keyword
“cheap widgets” [cheap widgets] Cheapest widgets
Ad group (Search intent)
UK widgets Cheap widgets
Campaign (Product)
Widgets
Remarketing is at
the ad group level

9. Using your remarketing lists

10. Using your remarketing lists
Combining multiple targeting options
Geographic
Lives in London
Remarketing
Visited /seo-
services
Topics
Search engine optimisation
Placement
xyzwebdesign
magazine.com
People who visited your SEO services page, and
are currently viewing a page on
xyzwebdesignmagazine.com related to SEO, and
live in London.

11. Tips for using remarketing
• Tailor the creative to your lists e.g. show web design adverts to the web design remarketing list
(sounds obvious but not everyone does).
• Don’t just “turn it on”. Use exclusions to ensure relevance and maintain branding (e.g. exclude
adult websites).
• Use frequency capping (save money & avoid being an irritant).
• GDN’s understanding of people and websites is not perfect. Run regular reports on where your
ads have appeared to cull irrelevant placements and track best/worst performers.