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Class 6 google_display_dmp

  1. 1. Google Display Network – The Vast Ocean of Possibility
  2. 2. 2 GDN is not Search Search: Your customers are looking for you (rivers) GDN: You are looking for your customers (oceans) YOU: You are a Killer Whale, your customers are your prey, GDN is your ocean!
  3. 3. 3 GDN Basic Targeting • Keyword Contextual Targeting • Topic Targeting • Interest Category Targeting (Audience Targeting) • Placement Targeting Hunting alone, these targeting methods can prove to be very ineffective….
  4. 4. 4 Layered Targeting – Hunting in Teams Specific Reach Single Targeting (Broad) Layered Targeting (Specific) KCT + Topic Targeting - Used for very targeted campaigns; where niche target not covered by topic or interest categories OR where keywords are likely to match to unrelated content. - Optimize from keyword level, check Topics for obvious trends Placement + KCT - Where advertiser is very brand focused and wants to ensure ads will only show on specific sites. OR when advertiser wishes to reach niche audience on large sites. - Optimize placements first, then keywords Topic + Audience Targeting - Used when the target audiences interests are different from the content user wishes to show against, i.e. Targeting business audiences on sports content. - Set up one topic/adgroup, optimize by Audience KCT + Audience Targeting (not recommended) Placement + Audience Targeting (not recommended) Placement + Topic (redundant)
  5. 5. 5 Display Network Reach Broad Reach Show ads all possible segments Specific Reach Ad only goes into auction if all targeting layers match. Bid for most specific targeting criteria applies Reach only these selected segments
  6. 6. 6 Conclusions • Requires different approaches/strategies • Takes time (and patience) to find your target audience • GDN landscape is constantly changing, so also requires flexibility • A variety of targeting options and combinations working in teams will bring SUCCESS
  7. 7. Thank You.