Laser Targeted Google Display Ads

Laser-targeted Ads in the
Google Display Network
David.Szetela@vizioninteractive.com
David Szetela

www.vizioninteractive.com
(GDN)
Huge reach – many millions of people
Text ads
Static and animated banners
Video
Several different targeting methods –
ways to get your ads in front of the right
people

(GDN)
Two targeting categories: Topic and
Audience
Topic = “Show my ads on these kinds of
web sites”
Audience = “Show my ads to people who
share common characteristics, regardless
of which sites they visit”

Keyword Targeting
“AdWords: place my ads on GDN pages
containing all or most of these words”
No more than 5-10 keywords, 2-3 words
Almost always a bad idea to use Search
keywords
AdWords keyword matching isn’t perfect
so ads are sometimes placed on
irrelevant sites

Keyword Targeting
Best practice: view the Automated
Placements report for each ad group and
exclude the poorly-performing sites

Placement Targeting
Specify which sites should display your
ads
Ads will appear on all site pages – so
might not be appropriate for sites with
variety, e.g. nytimes.com
Compile placement lists using Display
Planner (in the Tools menu)

Topic Targeting
Target by sites whose content matches
specified topics
More than 5,000 topics
AdWords places ads on irrelevant sites
Check Automated Placements and
exclude poorly-performing ones

Audience Targeting
Previous targeting options: AdWords,
place my ads on these kinds of sites
Audience targeting: AdWords, show my
ads to people who match these
characteristics
“Audience” = a group of people who
share behavior – e.g. previous visitors to
your site

Audience Targeting
Ads “follow people around” as they visit
sites in the GDN
It doesn’t really matter which sites carry
the ads – key objective is to get ads in
front of the right people

Remarketing
Audience = people who have previously
visited your site
Ad messaging can take this into
consideration, e.g. “Come back and get a
10% discount”
Create remarketing audiences (“lists”)
using Google Analytics rather than
AdWords

Remarketing
Average CTRs and conversion rates are
higher than any other kind of GDN
targeting
A “must do” for all advertisers
Powerful but a little complicated at first –
take the time to learn and practice

In-market Targeting
Google “knows” when people are in the
market to buy a range of items and
services
Currently 492 in-market audiences
Average CTRs and conversion rates are
higher than for topic-targeted methods

In-market Targeting

Affinity Targeting
Target ads to people who share common
interests
Think of these groups as “clubs”
Currently there are 105 affinity audiences

Custom Affinity Targeting
Like affinity audiences, but target groups
can be more tightly defined – smaller
“clubs”
Example: affinity audience = “investors”;
but gold coin seller would want to target
investors who are also interested in gold
coins

To set up, give AdWords a list of
keywords and sites
Keywords = words that describe the
custom audience’s interest
Sites = examples of sites that would be
frequented by your target audience

Google recommends entering at least 10
keywords and sites
Use Display Planner to get ideas for
keywords and websites
Remember that using Custom Affinity
Audiences is not about targeting websites
– it’s about targeting a very specific
audience

Demographic Targeting
Allows advertisers to choose the gender,
age and parental status of the people
they want to target.
Of questionable value, since it only
applies to about 40% of GDN users

Demographic Targeting

Layered Targeting
The use of more than one targeting
method in an ad group
Can be very powerful – and also very
dangerous
When you specify two targeting methods,
by default you’re combining the methods
with a logical AND – not a logical OR

Layered Targeting
Example: using Topic and Keyword
targeting
By default, you’re saying “Show my ads
on sites that match these topics, but only
if the site pages also contain keywords
like this.”
This can be useful when intentional, but
make sure it’s what you intend

Layered Targeting
Accidental layering is often the cause of
reduced reach, i.e., lower-than-expected
impressions and clicks
Useful example: target ads using a
custom affinity group consisting of people
interested in gold coins, and use
keywords like “gold coin” and “gold eagle”
to make sure ads are placed on pages
about gold coins

Layered Targeting
Accidental layering is often the cause of
reduced reach, i.e., lower-than-expected
impressions and clicks

Layered Targeting
Useful example: target ads using a
custom affinity group consisting of people
interested in gold coins
And use keyword targeting with keywords
like “gold coin” and “gold eagle” to make
sure ads are placed on pages about gold
coins
Results in a smaller audience but much
more apt to buy

Target Exclusions
It can be useful to make sure ads don’t
appear on certain sites, or to certain
audiences
Example: show my ads to people in the
affinity audience “Foodies,” but not if the
Audience member is visiting a web site
whose topic involves Catering or Food &
Grocery Retailers

Target Exclusions
Scroll to the bottom of the Targeting
section and choose the drop-down “Add
ad group exclusions”
Choose “Topics,” and add the topics you
want to exclude (see next slide)
Click on “save” and you’re done!

A Note about Negative Keywords
A negative keyword tells AdWords, “Don’t
show my ad on any pages that contain
this word.”
They should be used sparingly – usually
not at all
Big problem when advertisers sue their
search ad groups, as-is, when creating
GDN ad groups

Thank You!
Questions?
I’m David Szetela, @Szetela
Download a free copy of my book:
http://bit.ly/1dF3OCo
Or email me with “Free Book” in the
Subject line:
david.Szetela@Vizioninteractive.com

Laser Targeted Google Display Ads

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Laser Targeted Google Display Ads