2. Serve ads to users who’ve searched on your keywords at any point in time
• Why? This is a great way to &@#$ people off!
No, I don’t want to purchase puppy training pads because I searched on them 2 years ago –
let’s face it, you’re too little too late buddy. I’ve got a full grown Doberman Pinscher at this
point & there is no way Kitten Giggles is learning housetraining when he could just as easily
lift his leg where he pleases. Yes that means it’s awkward and I can’t have people over and
I’ve got no social life because my house smells like my aunt Betty’s breath when she wears
her dentures over night.. But it’s cool, I didn’t want friends.
• The Fix : Keyword Recency – Only show your display ad to users in the set
windows of time you designate. Whether it’s 5 minutes or last
week, whatever time frame works for your product/service
based on the keyword that was searched.
“No, Your DSP Can’t Do This”

3. Show users your ad as much as possible, like hourly, pretty much all the time!
• Why? This will make you very popular!
No one wants to see the same ad 45 times – it’s not cool. It’s like that
picture of me as a kid with a chili bowl – that mistake will follow you
around forever. Believe it or not, not everything becomes fashionable
again, whether that’s because the chili bowl wasn’t fashionable to begin
with or not is for you to decide. Whether or not it’s a haircut intended
for boys was apparently not my parents problem…. Moving on.
• The Fix: Choose a DSP that programmatically determines
the right ad frequency –The magical number of ads might
be 10 or 2. It might even change by keyword searched,
domain visited, time of day or a dozen other variables.
“Yes, Drive Conversions & Protect Your Brand”

4. Make your ad as irrelevant as possible – I mean bad!
• Why? People will ignore it like it’s nothing
Target my grandma for the coolest new club downtown because she searched on
weekend activities. I’m pretty sure she was thinking a movie or maybe a nice trip to
Luby’s, but whatever. Grammy G knows how to party…trust me I’ve seen it, but she
isn’t in her prime like she used to be. Her Dougie isn’t quite up to par, next thing you
know I’m getting a call from the club at 2AM, bass bumpin’ in the background, Grammy
G broke her hip. Nobody wants that. Stick to retargeting her with the latest in knitting
products, maybe throw in a senior dating site here & there.
• The Fix: Partner with a DSP that can give you real insight into the
keyword search history, sites visited and content viewed by
individuals converting on your website. Ensure the right keywords
are in the campaign. Then use real time dynamic display ads to
ensure the ad message and imagery is personalized for every
prospect who sees your message
“No, Your DSP Can’t Do This Either”

5. Thanks for watching
– Follow us on Twitter: @Simpli_fi
– Visit our site www.simpli.fi, or email
kgrayson@simpli.fi for more info.