SlideShare a Scribd company logo
Display: Reaching the People
You Want, Where They Are
Susan Wenograd
Partner & SEM – Five Mill
Susan.Wenograd@fivemill.com
About Me
• Partner at Five Mill. Made up of
paid search pros with avg. of 10
years experience.
• Specialize in medium-to-large
scale paid search accounts.
• Live in Virginia with my husband
and this cutie.
#pubcon @SusanEDub
GDN Targeting Boils Down
To…
#pubcon @SusanEDub
Targeting by site/content
attributes
Targeting by audience
attributes
GDN Master Targeting Types
• Topical
• Keyword
• Placement
• Audience
• In-Market
• Affinity
• Remarketing
#pubcon @SusanEDub
Display Doesn’t Work
#pubcon @SusanEDub
Site Focus: Topical Targeting
“Show my ads on websites with topics
related to…” (there are over 5,000)
#pubcon @SusanEDub
Site Focus: Keyword Targeting
“Show my ads on web pages containing all
or some of the keywords I specify…”
-Keep ad groups tightly focused
-Utilize negative keywords sparingly
#pubcon @SusanEDub
Site Focus: Placement
Targeting
“Show my ads on these specific sites…”
-Don’t assume you know where your target audience is
-Build this list from running on broader targeting
-Note: Placement means anywhere on that site, so you
may show on a lot of irrelevant stuff!
Bonus tip: Exclude adsenseformobileapps.com to avoid paying for clicks from clumsy
thumbs.
#pubcon @SusanEDub
People: Audience Targeting
“Show my ads to people who…”
#pubcon @SusanEDub
People: In-Market
In-Market
-Looking to buy
-Limited time membership
-Example: In-Market to purchase a car
#pubcon @SusanEDub
People: Affinity
Affinity
-Permanent member of a “fan club”
-Longer lifetime engagement vs. in-market
purchasers
-Example: automotive enthusiasts
#pubcon @SusanEDub
Custom Affinity
Customized audience based on criteria YOU
specify. (Cuz the GDN just doesn’t have it.)
#pubcon @SusanEDub
Gimme An Example
You sell a line of high-end desserts for
vegans.
…bummer.
#pubcon @SusanEDub
…Are There No Vegans?
It means you gotta find ‘em yourself with layering.
#pubcon @SusanEDub
It Doesn’t Mean They Don’t
Exist
“Layering” = overlapping display tactics to laser-focus your ads on the
people you actually want.
#pubcon @SusanEDub
Custom Affinities Help, Too
#pubcon @SusanEDub
Optimizing
Please use this. It makes me so
frustrated when marketers don’t.
#pubcon @SusanEDub
Remarketing
#pubcon @SusanEDub
Target Based On What They
Did (Or…Didn’t.)
• Abandoned cart.
• Viewed certain pages on the site but didn’t convert to a
lead.
• Purchased, eligible for upsell.
• Signed up for a free trial. Start showing ads just before
expiration.
….and any other combination that’s large enough to show
ads to!
#pubcon @SusanEDub
Time-Based Targeting
Know what people do & when
#pubcon @SusanEDub
Time-Based Targeting
Set up Audiences:
•30 day - Target
•8 days - Exclude
Leverage the Time Lag report to see when it’s not worth
showing your ads anymore, and/or when to start showing
them.
#pubcon @SusanEDub
Advice On Creating Audiences
• If large, break into time frames, if for no other reason then
visibility
• Exclude audiences: purchasers, those who stayed less
than 20 seconds, those who visited customer service
pages, etc.
#pubcon @SusanEDub
Similar Audiences
• When you create a new audience, Google will create a
Similar Audience.
• Based on Display browsing activity over 30 days, finds
users with shared interests & characteristics
• The bigger the audience size, the better it can find similar
users – min. of 500 cookie’d users.
#pubcon @SusanEDub
More Brilliant Audience Advice
http://selnd.com/21ojEEf
(…courtesy of FiveMill’s President, the
“other” Susan W.)
#pubcon @SusanEDub
Dynamic Remarketing
• Requires Shopping Feed/Merchant Center
• Requires a leeeeeeeetle extra coding finesse
• Worth the effort
Campaign Type Sum of Revenue/Cost
Display Remarketing 3.7
Dynamic Remarketing 5.7
#pubcon @SusanEDub
Ready? Set. Go.
• Determine WHERE your audience is and isn’t, based on
the Placements report.
• Determine WHO your audience is. Use layers to get hyper-
focused.
• Determine WHAT they want and need, based on how they
interact with your site.
• Test, Test and Test some more.
#pubcon @SusanEDub
Thanks For Listening!
Susan Wenograd
susan.wenograd@fivemill.com

More Related Content

What's hot

The top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketingThe top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketing
Kissmetrics on SlideShare
 
15 Methods for Optimizing Your Facebook Ads
15 Methods for Optimizing Your Facebook Ads15 Methods for Optimizing Your Facebook Ads
15 Methods for Optimizing Your Facebook Ads
Search Engine Journal
 
How To Skyrocket Your Blog Following and Create A Revenue-Generating Machine
How To Skyrocket Your Blog Following and Create A Revenue-Generating MachineHow To Skyrocket Your Blog Following and Create A Revenue-Generating Machine
How To Skyrocket Your Blog Following and Create A Revenue-Generating Machine
Kissmetrics on SlideShare
 
How to Recharge Your Inbound Marketing Content Strategy for 2017
How to Recharge Your Inbound Marketing Content Strategy for 2017How to Recharge Your Inbound Marketing Content Strategy for 2017
How to Recharge Your Inbound Marketing Content Strategy for 2017
JaxzenMarketing
 
Facebook advertising
Facebook advertisingFacebook advertising
Facebook advertising
Social Caterpillar
 
Facebook ads: How To Build A Funnel For Sales, Not Likes
Facebook ads: How To Build A Funnel For Sales, Not LikesFacebook ads: How To Build A Funnel For Sales, Not Likes
Facebook ads: How To Build A Funnel For Sales, Not Likes
Hanapin Marketing
 
How the New Google Plus Local Changes will Affect your Business
How the New Google Plus Local Changes will Affect your BusinessHow the New Google Plus Local Changes will Affect your Business
How the New Google Plus Local Changes will Affect your Business
Spancept
 
Pubcon Las Vegas 2016 - The intersection of SEO & CRO
Pubcon Las Vegas 2016 - The intersection of SEO & CROPubcon Las Vegas 2016 - The intersection of SEO & CRO
Pubcon Las Vegas 2016 - The intersection of SEO & CRO
Ant Robinson
 
Facebook & Instagram Ad Accelerator - Shopify Advanced
Facebook & Instagram Ad Accelerator - Shopify AdvancedFacebook & Instagram Ad Accelerator - Shopify Advanced
Facebook & Instagram Ad Accelerator - Shopify Advanced
TopGrowthMarketing
 
7 Reasons Your Website Redesign Won’t Be As Painful As You Think
7 Reasons Your Website Redesign Won’t Be As Painful As You Think7 Reasons Your Website Redesign Won’t Be As Painful As You Think
7 Reasons Your Website Redesign Won’t Be As Painful As You Think
HubSpot
 
Make Google Work for You: A Local Business Guide to AdWords
Make Google Work for You: A Local Business Guide to AdWordsMake Google Work for You: A Local Business Guide to AdWords
Make Google Work for You: A Local Business Guide to AdWords
Surefire Local
 
Top 10 Benefits of Google My Business
Top 10 Benefits of Google My BusinessTop 10 Benefits of Google My Business
Top 10 Benefits of Google My Business
Impower Solutions
 
Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing
Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing
Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing
UnbounceMeetups
 
2012 Interactive Marketing Trends
2012 Interactive Marketing Trends2012 Interactive Marketing Trends
2012 Interactive Marketing Trends
CementMarketing
 
Workshop: The Future of Home Contractor Websites - How to Convert More Local ...
Workshop: The Future of Home Contractor Websites - How to Convert More Local ...Workshop: The Future of Home Contractor Websites - How to Convert More Local ...
Workshop: The Future of Home Contractor Websites - How to Convert More Local ...
Surefire Local
 
UX TIPS TO GET A PERFECT WEBSITE REDESIGN
UX TIPS TO GET A PERFECT WEBSITE REDESIGNUX TIPS TO GET A PERFECT WEBSITE REDESIGN
UX TIPS TO GET A PERFECT WEBSITE REDESIGN
Kaspar Lavik
 
Facebook Ads Now: Getting Started Off Right
Facebook Ads Now: Getting Started Off RightFacebook Ads Now: Getting Started Off Right
Facebook Ads Now: Getting Started Off Right
BrightEdge
 
Building a culture of testing like lucid
Building a culture of testing like lucidBuilding a culture of testing like lucid
Building a culture of testing like lucid
Kissmetrics on SlideShare
 
61% of google ad words budgets are completely wasted
61% of google ad words budgets are completely wasted61% of google ad words budgets are completely wasted
61% of google ad words budgets are completely wasted
Kissmetrics on SlideShare
 
Most Important PPC Updates From The Last 12 Months
Most Important PPC Updates From The Last 12 MonthsMost Important PPC Updates From The Last 12 Months
Most Important PPC Updates From The Last 12 Months
Swydo
 

What's hot (20)

The top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketingThe top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketing
 
15 Methods for Optimizing Your Facebook Ads
15 Methods for Optimizing Your Facebook Ads15 Methods for Optimizing Your Facebook Ads
15 Methods for Optimizing Your Facebook Ads
 
How To Skyrocket Your Blog Following and Create A Revenue-Generating Machine
How To Skyrocket Your Blog Following and Create A Revenue-Generating MachineHow To Skyrocket Your Blog Following and Create A Revenue-Generating Machine
How To Skyrocket Your Blog Following and Create A Revenue-Generating Machine
 
How to Recharge Your Inbound Marketing Content Strategy for 2017
How to Recharge Your Inbound Marketing Content Strategy for 2017How to Recharge Your Inbound Marketing Content Strategy for 2017
How to Recharge Your Inbound Marketing Content Strategy for 2017
 
Facebook advertising
Facebook advertisingFacebook advertising
Facebook advertising
 
Facebook ads: How To Build A Funnel For Sales, Not Likes
Facebook ads: How To Build A Funnel For Sales, Not LikesFacebook ads: How To Build A Funnel For Sales, Not Likes
Facebook ads: How To Build A Funnel For Sales, Not Likes
 
How the New Google Plus Local Changes will Affect your Business
How the New Google Plus Local Changes will Affect your BusinessHow the New Google Plus Local Changes will Affect your Business
How the New Google Plus Local Changes will Affect your Business
 
Pubcon Las Vegas 2016 - The intersection of SEO & CRO
Pubcon Las Vegas 2016 - The intersection of SEO & CROPubcon Las Vegas 2016 - The intersection of SEO & CRO
Pubcon Las Vegas 2016 - The intersection of SEO & CRO
 
Facebook & Instagram Ad Accelerator - Shopify Advanced
Facebook & Instagram Ad Accelerator - Shopify AdvancedFacebook & Instagram Ad Accelerator - Shopify Advanced
Facebook & Instagram Ad Accelerator - Shopify Advanced
 
7 Reasons Your Website Redesign Won’t Be As Painful As You Think
7 Reasons Your Website Redesign Won’t Be As Painful As You Think7 Reasons Your Website Redesign Won’t Be As Painful As You Think
7 Reasons Your Website Redesign Won’t Be As Painful As You Think
 
Make Google Work for You: A Local Business Guide to AdWords
Make Google Work for You: A Local Business Guide to AdWordsMake Google Work for You: A Local Business Guide to AdWords
Make Google Work for You: A Local Business Guide to AdWords
 
Top 10 Benefits of Google My Business
Top 10 Benefits of Google My BusinessTop 10 Benefits of Google My Business
Top 10 Benefits of Google My Business
 
Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing
Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing
Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing
 
2012 Interactive Marketing Trends
2012 Interactive Marketing Trends2012 Interactive Marketing Trends
2012 Interactive Marketing Trends
 
Workshop: The Future of Home Contractor Websites - How to Convert More Local ...
Workshop: The Future of Home Contractor Websites - How to Convert More Local ...Workshop: The Future of Home Contractor Websites - How to Convert More Local ...
Workshop: The Future of Home Contractor Websites - How to Convert More Local ...
 
UX TIPS TO GET A PERFECT WEBSITE REDESIGN
UX TIPS TO GET A PERFECT WEBSITE REDESIGNUX TIPS TO GET A PERFECT WEBSITE REDESIGN
UX TIPS TO GET A PERFECT WEBSITE REDESIGN
 
Facebook Ads Now: Getting Started Off Right
Facebook Ads Now: Getting Started Off RightFacebook Ads Now: Getting Started Off Right
Facebook Ads Now: Getting Started Off Right
 
Building a culture of testing like lucid
Building a culture of testing like lucidBuilding a culture of testing like lucid
Building a culture of testing like lucid
 
61% of google ad words budgets are completely wasted
61% of google ad words budgets are completely wasted61% of google ad words budgets are completely wasted
61% of google ad words budgets are completely wasted
 
Most Important PPC Updates From The Last 12 Months
Most Important PPC Updates From The Last 12 MonthsMost Important PPC Updates From The Last 12 Months
Most Important PPC Updates From The Last 12 Months
 

Viewers also liked

Social Customer Service: Pubcon Las Vegas 2016 by Melissa Fach
Social Customer Service: Pubcon Las Vegas 2016 by Melissa FachSocial Customer Service: Pubcon Las Vegas 2016 by Melissa Fach
Social Customer Service: Pubcon Las Vegas 2016 by Melissa Fach
MelissaFach
 
How to Build Kickass Ads That Convert Like Crazy
How to Build Kickass Ads That Convert Like CrazyHow to Build Kickass Ads That Convert Like Crazy
How to Build Kickass Ads That Convert Like Crazy
Erin Sagin
 
Sloth's Superman Tips for Local SEO
Sloth's Superman Tips for Local SEOSloth's Superman Tips for Local SEO
Sloth's Superman Tips for Local SEO
Greg Gifford
 
Why A Press Release Is Not A Blog Post - And Why It Matters
Why A Press Release Is Not A Blog Post - And Why It MattersWhy A Press Release Is Not A Blog Post - And Why It Matters
Why A Press Release Is Not A Blog Post - And Why It Matters
Sha Menz
 
The 2016 - 2017 Guide to Visual Content Marketing
The 2016 - 2017 Guide to Visual Content MarketingThe 2016 - 2017 Guide to Visual Content Marketing
The 2016 - 2017 Guide to Visual Content Marketing
Matt Siltala
 
Pubcon Las Vegas 2016: Content, Search and Social Interplay
Pubcon Las Vegas 2016: Content, Search and Social InterplayPubcon Las Vegas 2016: Content, Search and Social Interplay
Pubcon Las Vegas 2016: Content, Search and Social Interplay
Maggie Malek
 
Beyond SEO: Proximity Marketing With Bluetooth Beacons
Beyond SEO: Proximity Marketing With Bluetooth BeaconsBeyond SEO: Proximity Marketing With Bluetooth Beacons
Beyond SEO: Proximity Marketing With Bluetooth Beacons
Greg Gifford
 
The Art of Storytelling | Pubcon 2016
The Art of Storytelling | Pubcon 2016The Art of Storytelling | Pubcon 2016
The Art of Storytelling | Pubcon 2016
Katy Katz
 
Knowledge Graphs and Rich Snippets - Pubcon 2016 - Carrie Hill
Knowledge Graphs and Rich Snippets - Pubcon 2016 - Carrie HillKnowledge Graphs and Rich Snippets - Pubcon 2016 - Carrie Hill
Knowledge Graphs and Rich Snippets - Pubcon 2016 - Carrie Hill
Carrie Hill
 
Pubcon Vegas Session - WordPress Site Security Audits
Pubcon Vegas  Session - WordPress Site Security AuditsPubcon Vegas  Session - WordPress Site Security Audits
Pubcon Vegas Session - WordPress Site Security Audits
Kristine Schachinger SEO and Online Marketing
 
Local Targeting for Global Reach - Pubcon 2016
Local Targeting for Global Reach - Pubcon 2016Local Targeting for Global Reach - Pubcon 2016
Local Targeting for Global Reach - Pubcon 2016
Bryant Goodall
 
How small businesses can compete with Bigger Brands
How small businesses can compete with Bigger BrandsHow small businesses can compete with Bigger Brands
How small businesses can compete with Bigger Brands
Damon Gochneaur
 
Social Virtual Reality - Pubcon 2016
Social Virtual Reality - Pubcon 2016Social Virtual Reality - Pubcon 2016
Social Virtual Reality - Pubcon 2016
Digital Strategist
 
The International Content Success Kit #PubCon
The International Content Success Kit #PubConThe International Content Success Kit #PubCon
The International Content Success Kit #PubCon
Aleyda Solís
 
Pubcon 2016 - How SEO's can Use PPC to hit their goals
Pubcon 2016 - How SEO's can Use PPC to hit their goalsPubcon 2016 - How SEO's can Use PPC to hit their goals
Pubcon 2016 - How SEO's can Use PPC to hit their goals
Wil Reynolds
 
How We Create Epic Stories in Marketing
How We Create Epic Stories in MarketingHow We Create Epic Stories in Marketing
How We Create Epic Stories in Marketing
Casey Markee, MBA
 
Lots of ways to speed up your site
Lots of ways to speed up your siteLots of ways to speed up your site
Lots of ways to speed up your site
Ian Lurie
 
Emotional Content
Emotional ContentEmotional Content
Emotional Content
Ian Lurie
 
SMX 2016: Google Shopping Campaign Maintenance
SMX 2016: Google Shopping Campaign MaintenanceSMX 2016: Google Shopping Campaign Maintenance
SMX 2016: Google Shopping Campaign Maintenance
Susan Wenograd
 
Pubcon Austin - AdWords Competitive Analysis
Pubcon Austin - AdWords Competitive AnalysisPubcon Austin - AdWords Competitive Analysis
Pubcon Austin - AdWords Competitive Analysis
Susan Wenograd
 

Viewers also liked (20)

Social Customer Service: Pubcon Las Vegas 2016 by Melissa Fach
Social Customer Service: Pubcon Las Vegas 2016 by Melissa FachSocial Customer Service: Pubcon Las Vegas 2016 by Melissa Fach
Social Customer Service: Pubcon Las Vegas 2016 by Melissa Fach
 
How to Build Kickass Ads That Convert Like Crazy
How to Build Kickass Ads That Convert Like CrazyHow to Build Kickass Ads That Convert Like Crazy
How to Build Kickass Ads That Convert Like Crazy
 
Sloth's Superman Tips for Local SEO
Sloth's Superman Tips for Local SEOSloth's Superman Tips for Local SEO
Sloth's Superman Tips for Local SEO
 
Why A Press Release Is Not A Blog Post - And Why It Matters
Why A Press Release Is Not A Blog Post - And Why It MattersWhy A Press Release Is Not A Blog Post - And Why It Matters
Why A Press Release Is Not A Blog Post - And Why It Matters
 
The 2016 - 2017 Guide to Visual Content Marketing
The 2016 - 2017 Guide to Visual Content MarketingThe 2016 - 2017 Guide to Visual Content Marketing
The 2016 - 2017 Guide to Visual Content Marketing
 
Pubcon Las Vegas 2016: Content, Search and Social Interplay
Pubcon Las Vegas 2016: Content, Search and Social InterplayPubcon Las Vegas 2016: Content, Search and Social Interplay
Pubcon Las Vegas 2016: Content, Search and Social Interplay
 
Beyond SEO: Proximity Marketing With Bluetooth Beacons
Beyond SEO: Proximity Marketing With Bluetooth BeaconsBeyond SEO: Proximity Marketing With Bluetooth Beacons
Beyond SEO: Proximity Marketing With Bluetooth Beacons
 
The Art of Storytelling | Pubcon 2016
The Art of Storytelling | Pubcon 2016The Art of Storytelling | Pubcon 2016
The Art of Storytelling | Pubcon 2016
 
Knowledge Graphs and Rich Snippets - Pubcon 2016 - Carrie Hill
Knowledge Graphs and Rich Snippets - Pubcon 2016 - Carrie HillKnowledge Graphs and Rich Snippets - Pubcon 2016 - Carrie Hill
Knowledge Graphs and Rich Snippets - Pubcon 2016 - Carrie Hill
 
Pubcon Vegas Session - WordPress Site Security Audits
Pubcon Vegas  Session - WordPress Site Security AuditsPubcon Vegas  Session - WordPress Site Security Audits
Pubcon Vegas Session - WordPress Site Security Audits
 
Local Targeting for Global Reach - Pubcon 2016
Local Targeting for Global Reach - Pubcon 2016Local Targeting for Global Reach - Pubcon 2016
Local Targeting for Global Reach - Pubcon 2016
 
How small businesses can compete with Bigger Brands
How small businesses can compete with Bigger BrandsHow small businesses can compete with Bigger Brands
How small businesses can compete with Bigger Brands
 
Social Virtual Reality - Pubcon 2016
Social Virtual Reality - Pubcon 2016Social Virtual Reality - Pubcon 2016
Social Virtual Reality - Pubcon 2016
 
The International Content Success Kit #PubCon
The International Content Success Kit #PubConThe International Content Success Kit #PubCon
The International Content Success Kit #PubCon
 
Pubcon 2016 - How SEO's can Use PPC to hit their goals
Pubcon 2016 - How SEO's can Use PPC to hit their goalsPubcon 2016 - How SEO's can Use PPC to hit their goals
Pubcon 2016 - How SEO's can Use PPC to hit their goals
 
How We Create Epic Stories in Marketing
How We Create Epic Stories in MarketingHow We Create Epic Stories in Marketing
How We Create Epic Stories in Marketing
 
Lots of ways to speed up your site
Lots of ways to speed up your siteLots of ways to speed up your site
Lots of ways to speed up your site
 
Emotional Content
Emotional ContentEmotional Content
Emotional Content
 
SMX 2016: Google Shopping Campaign Maintenance
SMX 2016: Google Shopping Campaign MaintenanceSMX 2016: Google Shopping Campaign Maintenance
SMX 2016: Google Shopping Campaign Maintenance
 
Pubcon Austin - AdWords Competitive Analysis
Pubcon Austin - AdWords Competitive AnalysisPubcon Austin - AdWords Competitive Analysis
Pubcon Austin - AdWords Competitive Analysis
 

Similar to Pubcon - Targeting on the Google Display Network

Mastering the Tools and Tactics of Google Display
Mastering the Tools and Tactics of Google DisplayMastering the Tools and Tactics of Google Display
Mastering the Tools and Tactics of Google Display
Utah Digital Marketing Collective
 
Google Adwords overview & Consulting
Google Adwords overview & ConsultingGoogle Adwords overview & Consulting
Google Adwords overview & Consulting
Dinesh Babu Pugalenthi
 
Retargeting: Strong Fundamentals for Your Sales Funnel
Retargeting: Strong Fundamentals for Your Sales FunnelRetargeting: Strong Fundamentals for Your Sales Funnel
Retargeting: Strong Fundamentals for Your Sales Funnel
Search Scientists
 
Bill martin how to get started on paid search
Bill martin how to get started on paid searchBill martin how to get started on paid search
Bill martin how to get started on paid search
Kyle Elrod
 
Purna Virji - “Remarketing in Paid Search: 8 Proven Segments to Maximize Your...
Purna Virji - “Remarketing in Paid Search: 8 Proven Segments to Maximize Your...Purna Virji - “Remarketing in Paid Search: 8 Proven Segments to Maximize Your...
Purna Virji - “Remarketing in Paid Search: 8 Proven Segments to Maximize Your...
Confluence Conference
 
Audience Targeting: Strategy, Optimization, Expansion
Audience Targeting: Strategy, Optimization, ExpansionAudience Targeting: Strategy, Optimization, Expansion
Audience Targeting: Strategy, Optimization, Expansion
Michelle Morgan
 
Best Practices of Objection Handling in AdWords
Best Practices of Objection Handling in AdWordsBest Practices of Objection Handling in AdWords
Best Practices of Objection Handling in AdWords
Adonai Advertising - Digital Marketing Training Hyderabad
 
Facebook Ads Strategy Workshop - Blank Page Consulting (St Louis Marketing)
Facebook Ads Strategy Workshop - Blank Page Consulting (St Louis Marketing)Facebook Ads Strategy Workshop - Blank Page Consulting (St Louis Marketing)
Facebook Ads Strategy Workshop - Blank Page Consulting (St Louis Marketing)
Danni Eickenhorst
 
Adwords and Marketing Automation Seminar
Adwords and Marketing Automation SeminarAdwords and Marketing Automation Seminar
Adwords and Marketing Automation Seminar
Benjamin Quam
 
Three Key Paid Marketing Tools
Three Key Paid Marketing ToolsThree Key Paid Marketing Tools
Three Key Paid Marketing Tools
Knucklepuck Media
 
Improve You Campaign Reach and Conversions
Improve You Campaign Reach and ConversionsImprove You Campaign Reach and Conversions
Improve You Campaign Reach and Conversions
Real Search
 
How to fuel your brand with banner ads and remarketing [webinar]
How to fuel your brand with banner ads and remarketing [webinar]How to fuel your brand with banner ads and remarketing [webinar]
How to fuel your brand with banner ads and remarketing [webinar]
Promodo
 
How to optimize your Adwords PPC campaign
How to optimize your Adwords PPC campaignHow to optimize your Adwords PPC campaign
How to optimize your Adwords PPC campaign
Miles Woolgar
 
Inbound Lunch Bunch: Using Banner Ads to Attract Customers
Inbound Lunch Bunch: Using Banner Ads to Attract CustomersInbound Lunch Bunch: Using Banner Ads to Attract Customers
Inbound Lunch Bunch: Using Banner Ads to Attract Customers
HighRoad Solution
 
You Built It ... Now What - WP SEO Hub
You Built It ... Now What - WP SEO HubYou Built It ... Now What - WP SEO Hub
You Built It ... Now What - WP SEO Hub
Lori Calcott
 
Google AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformGoogle AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Google AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Mickey Mellen
 
Ads Settings in Google - Why I See These Ads
Ads Settings in Google - Why I  See These AdsAds Settings in Google - Why I  See These Ads
Ads Settings in Google - Why I See These Ads
Linda Galaziou (Online Marketing)
 
How to get more out of Google
How to get more out of GoogleHow to get more out of Google
How to get more out of Google
Push
 
Top 10 ways to fail with google ad words
Top 10 ways to fail with google ad wordsTop 10 ways to fail with google ad words
Top 10 ways to fail with google ad words
TechWyse Internet Marketing
 
3 Facebook vs Google adwords
3 Facebook vs Google adwords3 Facebook vs Google adwords
3 Facebook vs Google adwords
Leanne Peard
 

Similar to Pubcon - Targeting on the Google Display Network (20)

Mastering the Tools and Tactics of Google Display
Mastering the Tools and Tactics of Google DisplayMastering the Tools and Tactics of Google Display
Mastering the Tools and Tactics of Google Display
 
Google Adwords overview & Consulting
Google Adwords overview & ConsultingGoogle Adwords overview & Consulting
Google Adwords overview & Consulting
 
Retargeting: Strong Fundamentals for Your Sales Funnel
Retargeting: Strong Fundamentals for Your Sales FunnelRetargeting: Strong Fundamentals for Your Sales Funnel
Retargeting: Strong Fundamentals for Your Sales Funnel
 
Bill martin how to get started on paid search
Bill martin how to get started on paid searchBill martin how to get started on paid search
Bill martin how to get started on paid search
 
Purna Virji - “Remarketing in Paid Search: 8 Proven Segments to Maximize Your...
Purna Virji - “Remarketing in Paid Search: 8 Proven Segments to Maximize Your...Purna Virji - “Remarketing in Paid Search: 8 Proven Segments to Maximize Your...
Purna Virji - “Remarketing in Paid Search: 8 Proven Segments to Maximize Your...
 
Audience Targeting: Strategy, Optimization, Expansion
Audience Targeting: Strategy, Optimization, ExpansionAudience Targeting: Strategy, Optimization, Expansion
Audience Targeting: Strategy, Optimization, Expansion
 
Best Practices of Objection Handling in AdWords
Best Practices of Objection Handling in AdWordsBest Practices of Objection Handling in AdWords
Best Practices of Objection Handling in AdWords
 
Facebook Ads Strategy Workshop - Blank Page Consulting (St Louis Marketing)
Facebook Ads Strategy Workshop - Blank Page Consulting (St Louis Marketing)Facebook Ads Strategy Workshop - Blank Page Consulting (St Louis Marketing)
Facebook Ads Strategy Workshop - Blank Page Consulting (St Louis Marketing)
 
Adwords and Marketing Automation Seminar
Adwords and Marketing Automation SeminarAdwords and Marketing Automation Seminar
Adwords and Marketing Automation Seminar
 
Three Key Paid Marketing Tools
Three Key Paid Marketing ToolsThree Key Paid Marketing Tools
Three Key Paid Marketing Tools
 
Improve You Campaign Reach and Conversions
Improve You Campaign Reach and ConversionsImprove You Campaign Reach and Conversions
Improve You Campaign Reach and Conversions
 
How to fuel your brand with banner ads and remarketing [webinar]
How to fuel your brand with banner ads and remarketing [webinar]How to fuel your brand with banner ads and remarketing [webinar]
How to fuel your brand with banner ads and remarketing [webinar]
 
How to optimize your Adwords PPC campaign
How to optimize your Adwords PPC campaignHow to optimize your Adwords PPC campaign
How to optimize your Adwords PPC campaign
 
Inbound Lunch Bunch: Using Banner Ads to Attract Customers
Inbound Lunch Bunch: Using Banner Ads to Attract CustomersInbound Lunch Bunch: Using Banner Ads to Attract Customers
Inbound Lunch Bunch: Using Banner Ads to Attract Customers
 
You Built It ... Now What - WP SEO Hub
You Built It ... Now What - WP SEO HubYou Built It ... Now What - WP SEO Hub
You Built It ... Now What - WP SEO Hub
 
Google AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformGoogle AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Google AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
 
Ads Settings in Google - Why I See These Ads
Ads Settings in Google - Why I  See These AdsAds Settings in Google - Why I  See These Ads
Ads Settings in Google - Why I See These Ads
 
How to get more out of Google
How to get more out of GoogleHow to get more out of Google
How to get more out of Google
 
Top 10 ways to fail with google ad words
Top 10 ways to fail with google ad wordsTop 10 ways to fail with google ad words
Top 10 ways to fail with google ad words
 
3 Facebook vs Google adwords
3 Facebook vs Google adwords3 Facebook vs Google adwords
3 Facebook vs Google adwords
 

Recently uploaded

Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
Shuntaro Kogame
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
Vbout.com
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineNo Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Assignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing CourseAssignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing Course
klaudiadgmkt
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
InstBlast Marketing
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Amsive
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
vishc81
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
5ys5mvlp
 
Gokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| CoimbatoreGokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| Coimbatore
dmgokila
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
Blue Atlas Marketing
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Veronika Höller
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
SimpleMoneyMaker
 

Recently uploaded (20)

Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineNo Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
 
Assignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing CourseAssignment 2 Task 1: Digital Marketing Course
Assignment 2 Task 1: Digital Marketing Course
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
 
Gokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| CoimbatoreGokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| Coimbatore
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
 
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAY
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
 

Pubcon - Targeting on the Google Display Network

  • 1. Display: Reaching the People You Want, Where They Are Susan Wenograd Partner & SEM – Five Mill Susan.Wenograd@fivemill.com
  • 2. About Me • Partner at Five Mill. Made up of paid search pros with avg. of 10 years experience. • Specialize in medium-to-large scale paid search accounts. • Live in Virginia with my husband and this cutie. #pubcon @SusanEDub
  • 3. GDN Targeting Boils Down To… #pubcon @SusanEDub Targeting by site/content attributes Targeting by audience attributes
  • 4. GDN Master Targeting Types • Topical • Keyword • Placement • Audience • In-Market • Affinity • Remarketing #pubcon @SusanEDub
  • 6. Site Focus: Topical Targeting “Show my ads on websites with topics related to…” (there are over 5,000) #pubcon @SusanEDub
  • 7. Site Focus: Keyword Targeting “Show my ads on web pages containing all or some of the keywords I specify…” -Keep ad groups tightly focused -Utilize negative keywords sparingly #pubcon @SusanEDub
  • 8. Site Focus: Placement Targeting “Show my ads on these specific sites…” -Don’t assume you know where your target audience is -Build this list from running on broader targeting -Note: Placement means anywhere on that site, so you may show on a lot of irrelevant stuff! Bonus tip: Exclude adsenseformobileapps.com to avoid paying for clicks from clumsy thumbs. #pubcon @SusanEDub
  • 9. People: Audience Targeting “Show my ads to people who…” #pubcon @SusanEDub
  • 10. People: In-Market In-Market -Looking to buy -Limited time membership -Example: In-Market to purchase a car #pubcon @SusanEDub
  • 11. People: Affinity Affinity -Permanent member of a “fan club” -Longer lifetime engagement vs. in-market purchasers -Example: automotive enthusiasts #pubcon @SusanEDub
  • 12. Custom Affinity Customized audience based on criteria YOU specify. (Cuz the GDN just doesn’t have it.) #pubcon @SusanEDub
  • 13. Gimme An Example You sell a line of high-end desserts for vegans. …bummer. #pubcon @SusanEDub
  • 14. …Are There No Vegans? It means you gotta find ‘em yourself with layering. #pubcon @SusanEDub
  • 15. It Doesn’t Mean They Don’t Exist “Layering” = overlapping display tactics to laser-focus your ads on the people you actually want. #pubcon @SusanEDub
  • 16. Custom Affinities Help, Too #pubcon @SusanEDub
  • 17. Optimizing Please use this. It makes me so frustrated when marketers don’t. #pubcon @SusanEDub
  • 19. Target Based On What They Did (Or…Didn’t.) • Abandoned cart. • Viewed certain pages on the site but didn’t convert to a lead. • Purchased, eligible for upsell. • Signed up for a free trial. Start showing ads just before expiration. ….and any other combination that’s large enough to show ads to! #pubcon @SusanEDub
  • 20. Time-Based Targeting Know what people do & when #pubcon @SusanEDub
  • 21. Time-Based Targeting Set up Audiences: •30 day - Target •8 days - Exclude Leverage the Time Lag report to see when it’s not worth showing your ads anymore, and/or when to start showing them. #pubcon @SusanEDub
  • 22. Advice On Creating Audiences • If large, break into time frames, if for no other reason then visibility • Exclude audiences: purchasers, those who stayed less than 20 seconds, those who visited customer service pages, etc. #pubcon @SusanEDub
  • 23. Similar Audiences • When you create a new audience, Google will create a Similar Audience. • Based on Display browsing activity over 30 days, finds users with shared interests & characteristics • The bigger the audience size, the better it can find similar users – min. of 500 cookie’d users. #pubcon @SusanEDub
  • 24. More Brilliant Audience Advice http://selnd.com/21ojEEf (…courtesy of FiveMill’s President, the “other” Susan W.) #pubcon @SusanEDub
  • 25. Dynamic Remarketing • Requires Shopping Feed/Merchant Center • Requires a leeeeeeeetle extra coding finesse • Worth the effort Campaign Type Sum of Revenue/Cost Display Remarketing 3.7 Dynamic Remarketing 5.7 #pubcon @SusanEDub
  • 26. Ready? Set. Go. • Determine WHERE your audience is and isn’t, based on the Placements report. • Determine WHO your audience is. Use layers to get hyper- focused. • Determine WHAT they want and need, based on how they interact with your site. • Test, Test and Test some more. #pubcon @SusanEDub
  • 27. Thanks For Listening! Susan Wenograd susan.wenograd@fivemill.com