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Conquering Google Display Network and Gmail Ad Targeting: Forget Context, Think Audience, Layer & Win GDN By Susan Waldes


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Conquering Google Display & Gmail Ad Targeting. PRESENTATION: Conquering Google Display Network and Gmail Ad Targeting: Forget Context, Think Audience, Layer & Win GDN - Given by Susan Waldes, @suzyvirtual - Five Mill, President. #SMX #24C

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Conquering Google Display Network and Gmail Ad Targeting: Forget Context, Think Audience, Layer & Win GDN By Susan Waldes

  1. 1. #SMX #24C @suzyvirtual Forget Context, Think Audience, Layer & Win GDN Conquering Google Display & Gmail Ad Targeting
  2. 2. #SMX #24C @suzyvirtual SEMs Think in Keywords & Context
  3. 3. #SMX #24C @suzyvirtual The Keyword/Context Approach § Topical Placements § Topical Audiences/Topics § Topical Keyword/Contextual Targeting Doesn’t tend to work very well “We tested GDN and it doesn’t work”
  4. 4. #SMX #24C @suzyvirtual My AHA Moment – Office Lunch Delivery § Targeted People in the service area (Silicon Valley Office Parks) § People at work (Google beta, at the time) § Ran Ads in the morning when you could get an order in § Had a variety of ads with different kinds of yummy looking food
  5. 5. #SMX #24C @suzyvirtual My AHA Moment – Cricket! § Only the Indian food ad got conversions § The converting placements all were all about cricket (the sport)
  7. 7. #SMX #24C @suzyvirtual Honing in on the Target § Reaching people familiar with a system of office lunch delivery, who fit the target demographic male, computer office jobs, single, disposable income § Reaching them with compelling ads § Target cricket topic, audience and keywords § Create multiple Indian food ads to test. Keep the best performers § Keep the morning target (hungry/bored) Getting the CPA Better Than Search
  8. 8. #SMX #24C @suzyvirtual Was it a “One of” Situation? § Online MBA program (developed persona) –  US Male –  25-34 –  College graduate –  Works in technology –  Wants to improve career path …those bay area cricket fans would totally work… but we need MORE….
  9. 9. #SMX #24C @suzyvirtual Reaching the Target Persona What do 25-34 year old men, at work, in technology fields, all over the country, who are bored at work do?
  10. 10. #SMX #24C @suzyvirtual Matching the Creative § MBA Program University was known for basketball § Used athletic team colors in the ad § Used competitive language in the ads IT WORKED!!!! WE GOT $50 (quality) LEADS IN AN IDUSTRY WITH $50+ CPCs IN SEARCH
  11. 11. #SMX #24C @suzyvirtual Persona Where to Reach Them When to Reach Them Align the Creative TEST TEST TEST Replicating This AHA With GDN! Google is very good at knowing what you do. Facebook is very good at knowing who you are.
  12. 12. #SMX #24C @suzyvirtual PERSONA IDEAS: Deeps Thoughts About Remarketing § Why does remarketing work? –  Having visited a (your) site indicates an interest, in-market state or intent –  User is implicitly familiar with your offering/product –  User is implicitly familiar with your brand –  They probably fit your demographic (since they visited) –  With dynamic remarketing, and often other strategies, your creative is tuned to them How can you replicate these conditions on totally new people?
  13. 13. #SMX #24C @suzyvirtual PERSONA IDEAS: Use Audience Insights
  14. 14. #SMX #24C @suzyvirtual PERSONA IDEAS: Use Remarketing Campaigns § Look at view-through converting placements and/or higher CTRs to get ideas if conversion data is low
  15. 15. #SMX #24C @suzyvirtual PERSONA IDEAS: Google Analytics Data § Affinity categories, In-Market Segments map to the AdWords targets § Look at conversion rate as an “index” § Look at time on site and pages/session if you don’t have sufficient conversion data
  16. 16. #SMX #24C @suzyvirtual WHERE & WHEN: GDN Layers § Demographic –  Age, Gender, Parental Status § Topics § Placements § Keywords/Contextual § Audiences –  In-Market –  Affinity –  Custom Affinity Audiences –  Remarketing –  Similar Audiences (lookalike) Target and bid reaches the intersection of the Venn diagram
  17. 17. #SMX #24C @suzyvirtual WHERE & WHEN: Creating an Audience § Time of Day § Device § Geography § Language Start layering. With campaign settings, you have additional layers…
  18. 18. #SMX #24C @suzyvirtual WHERE & WHEN: Sculpt Using Positive and Negative Targets Reach only single-travelers via negative audiences
  19. 19. #SMX #24C @suzyvirtual Gmail Ads (GSP) - Extra Targeting Capabilities § 100% Gender matching –  Great for demographic definition and ad creative matching § (Getting emails from) Domain targeting § Larger more informative ad unit
  20. 20. #SMX #24C @suzyvirtual Gmail Ads (GSP) - Extra Targeting Capabilities § Subscription box for women § Layered affinity categories with ecommerce sites that indicated a higher likelihood to buy online § Also worked when we layered digital finance tool domains.
  21. 21. #SMX #24C @suzyvirtual Examples: Reach Your Customers § High Income People: Affinity Luxury shoppers, In Market for 5 Star Hotels, Investing topic target , Negate in-market for Jobs, Negate bargain shoppers § Small Business Owners: In Market for commercial real estate, GSP domain targeting for, and other small business software § Expat communities: Layer home country language, interests and topic categories with geo-targeting to where expat communities live.
  22. 22. #SMX #24C @suzyvirtual Examples: Reach Your Customers § Likely to Buy: Layer shopaholics affinity, layer domains in GSP that indicate purchase § In-Market for College/Undergrad: Layer people in-market for test prep, student loans, negate older age ranges § Recent home buyers: in market for home inspections, curtains and cable and satellite providers
  23. 23. #SMX #24C @suzyvirtual Reaching The Right People + Right Time + Right Message FORGET CONTEXT THINK AUDIENCE LAYER TARGETS (NEGATE & SCULPT) MATCH YOUR AD CREATIVE Remember the reasons remarketing works