Search Marketing Theatre; Lead Generation With AdWords Display Targeting


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  • AdWords can let you target ads to non-Google websites on its display networkThe network is made up of all sites that join the AdSense programEach site will tell Google what shape/size ad block it would like to show. Google will then decide which ads are eligible and the most suitable and display one or more ads in that blockEach website can choose where to locate ad blocks, so different websites can expect different clickthrough rates
  • Text ads – same rules as search ads. Up to three in a blockStatic image adsDynamic image adsFlash adsYou should make ads fit all sizes
  • Large sites have poor placementsSmaller sites have better placements, but less trafficYou usually want a mix
  • Each ad group should have one or more targeting methods assigned
  • Targets the websiteThe most obviousPick your websites and go nutsUse the doubleclick ad planner to help find themAdd placements in the networks tab
  • Targets the page contentCreate a keyword list that defines a themeGoogle will compare your theme against the themes of pages to find a matchBroader words than search, but keep them more closely related to improve your targeting
  • Targets the page contentShortcut to contextual targetingMore transparency, but less granularity
  • Targets the personBehavioural advertisingIf a person has consistently viewed certain page categories, they will be in the list
  • Also targets the personGets people who have visited your website
  • Remarketing lists (and interest categories if desired, although this is less useful) can be combined in custom waysE.g. people who have seen pages X and Y, or people who have seen page A but not BUse this to exclude converted visitors, or have cookies of different lengths to get people between 2 and 7 days for instance
  • If you choose “Specific Reach” as the option then any ad group with two or more targeting options will show only to people matching bothPlacements plus topics or keywords, or topics plus remarketing, or topics plus interests
  • Your CTR for each ad is compared against that of other advertisers in the same slotA higher QS means you will be preferred to other advertisers in the same slot, and your impression share will increaseYour CTR on GDN does not affect your QS on search
  • Fit each and every ad block to ensure you’re eligible. Otherwise you’re arbitrarily not showingInclude a call to action in any direct response adsHigh quality images work well, use them abundantlyIf you expect very low CTRs, use CPM bidding. This bypasses quality score but is more expensiveUse the display ad builder to quickly and easily create ads, such as for testing purposesUse static images in preference to rotating slides. You don’t have long to catch the viewer’s attentionPut text and image ads into separate groups – they will be eligible for very different sites
  • You’re not bidding for position, you’re bidding for impression shareOn a weekly basis you should:Exclude placements with terrible CTRs if they don’t convertExclude placements with unusually high spend but no conversionsTrial new ads regularly if feasible/cost effective. Use the “relative CTR” metric at ad group level to judge performanceUse frequency cappingUse GA to check engagement of display visitors
  • Search Marketing Theatre; Lead Generation With AdWords Display Targeting

    1. 1. Lead Generation With AdWords Display Targeting Alistair Dent Periscopix 28/2/12© Periscopix 2012
    2. 2. Introducing Display • The Google Display Network is one of the largest online ad networks in the world • You can target sites and pages on this network to show your ads to the most relevant people possible, when they’re browsing relevant content© Periscopix 2012
    3. 3. Introducing EvoEnergy • EvoEnergy are the UK’s largest residential solar panel installer and REA installer of the year • We used AdWords display advertising to help EvoEnergy to attract leads for large commercial installations • A variety of targeting methods were used to achieve this goal. We are going to discuss how AdWords display targeting works and how you can use it© Periscopix 2012
    4. 4. Types of Ads Mobi Text Imag Flash Vide le Ads e Ads Ads o Ads Ads • Different sites accept different ad types • Think about which ad types will be suitable for your audience© Periscopix 2012
    5. 5. Types of Websites Large Websites Small Websites E.g. Gmail, E.g. YouTube, The farmingforum, Guardian audience • Large farmersguide • Relevant • Lots of types audience of content • Attract users at point of interest© Periscopix 2012
    6. 6. Targeting Ad Groups • Targeting is at ad group level • Add any target to an ad group, and the ads within that group will show to that target Website Pages People s Contextua Interests Placement l Remarketin s Topics g© Periscopix 2012
    7. 7. Placement Targeting • Placement targeting is the most obvious method available • Choose the websites you want to appear on • This method is effective for targeting demographics who will read websites about specific topics • Special interest groups are often most easily targeted using this method • Use the DoubleClick Ad Planner to help find placements that carry GDN© Periscopix 2012
    8. 8. Contextual Targeting • Contextual targeting is the most common on AdWords • Create a keyword list and Google will assess the theme of your keywords • If your theme matches closely to that of the page, then you will be eligible to show ads on that page • This method gives you the most control but can be the most difficult to use© Periscopix 2012
    9. 9. Topic Targeting • Topic targeting is like contextual targeting but more broad • You can choose from a pre-defined list of page topics to target • This provides more transparency than contextual targeting, but with less granularity of targeting available© Periscopix 2012
    10. 10. Interest Category Targeting • If a person has consistently browsed pages about a particular topic in the recent past, then you can target that person wherever they are browsing now • This is Google’s version of behavioural advertising, but all user data is aggregated and anonymised • View your own interest categories in Google’s Ads Preferences Manager© Periscopix 2012
    11. 11. Remarketing • This is not new customer acquisition. Everybody in a remarketing list has visited your site before • Remarketing is usually used in two ways: – Increase the overall conversion rate of your site, by keeping yourself on people’s minds while the compare suppliers – Be more aggressive with other targeting methods when showing ads to© Periscopix 2012
    12. 12. Audience Combinations • Remarketing and interest categories allow you to segment your audiences in custom combinations • By utilising multiple remarketing lists with different pages viewed or cookie lengths you can target people in increasingly clever ways • EvoEnergy target most users using two remarketing lists and one combination: – Visited the site in the last two days – Visited the site in the last 14 days© Periscopix 2012
    13. 13. Combining Targeting Methods Placemen ts Topics© Periscopix 2012
    14. 14. Quality Score • The CTR of your ad compared to CTR other ads in the same slot • Does not impact search quality score QS • Not visible in the interface • High QS means you will show a higher proportion of the time IS • High impression share means more clicks© Periscopix 2012
    15. 15. Best Practices for Ads • Create ads for every ad block size! • Include a call to action in direct response ads • Focus on high quality background images • Include your logo or brand • Static images often work better than rotating slides • Put text and image ads into© Periscopix 2012
    16. 16. Bidding and Optimisation • Ingore average position, you’re bidding for impression share • Exclude placements with terrible CTRs if they don’t convert • Exclude placements with high spend and no conversions • Use the relative CTR metric at ad group level to judge performance • Cap your frequency, especially if using remarketing • Use web analytics to check engagement of display visitors© Periscopix 2012
    17. 17. Results • Conversion rates of over 5% from display showed that the targeting methods were finding the right audience • The ad group containing image ads had nearly twice the CTR of that with text ads© Periscopix 2012
    18. 18. Summary • Use (and combine) all the targeting methods to find the best people • Image ads will outperform text ads (by CTR) • Manage each targeting method based on the cost per lead • There is no reason to have different cost per lead targets© Periscopix 2012