Search Marketing Theatre; Lead generation with ad words display targeting
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This document discusses Google Display Network advertising. It provides information on targeting ads to relevant audiences across large and small websites using placement, contextual, topic, interest and remarketing targeting. The document also discusses ad formats, best practices for optimization, and how EvoEnergy successfully used these targeting techniques.
Search Marketing Theatre; Lead generation with ad words display targeting
- 1. Alistair Dent Periscopix 28/2/12 © Periscopix 2012 www.periscopix.co.uk
- 2. • 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 www.periscopix.co.uk
- 3. • 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 www.periscopix.co.uk
- 4. Text Image Flash Video Mobile Ads Ads Ads Ads Ads • Different sites accept different ad types • Think about which ad types will be suitable for your audience © Periscopix 2012 www.periscopix.co.uk
- 5. Large Websites Small Websites E.g. Gmail, YouTube, The E.g. farmingforum, Guardian farmersguide • Large audience • Relevant audience • Lots of types of • Attract users at point content of interest © Periscopix 2012 www.periscopix.co.uk
- 6. • Targeting is at ad group level • Add any target to an ad group, and the ads within that group will show to that target Websites Pages People Contextual Interests Placements Topics Remarketing © Periscopix 2012 www.periscopix.co.uk
- 7. • 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 adverts © Periscopix 2012 www.periscopix.co.uk
- 8. • 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 www.periscopix.co.uk
- 9. • 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 www.periscopix.co.uk
- 10. • 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 www.periscopix.co.uk
- 11. • 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 anybody who has been to your site before © Periscopix 2012 www.periscopix.co.uk
- 12. • 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 – In the latter list but not the former © Periscopix 2012 www.periscopix.co.uk
- 13. Placements Topics © Periscopix 2012 www.periscopix.co.uk
- 14. • The CTR of your ad compared to other ads in the same slot CTR • 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 www.periscopix.co.uk
- 15. • 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 different ad groups © Periscopix 2012 www.periscopix.co.uk
- 16. • 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 www.periscopix.co.uk
- 17. • 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 www.periscopix.co.uk
- 18. • 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 from search! © Periscopix 2012 www.periscopix.co.uk