Display: Reaching the People You Want, Where They Are

Susan WenogradPartner & SEM – Five Mill

Susan.Wenograd@fivemill.com

About Me

• Partner at Five Mill. We are PPC pros with avg. of 7 years experience.

• Specialize in medium-to-large scale paid search, display, and Facebook Ad accounts

• Live in Virginia with my husband and this cutie.

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Display Doesn’t Work

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GDN Targeting Boils Down To…

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Targeting by site/contentattributes

Targeting by audience attributes

GDN Master Targeting Types

• Topical• Keyword• Placement• Audience• In-Market• Affinity• Remarketing

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Site Focus: Topical Targeting“Show my ads on websites with topics related to…” (there are over 5,000)

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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

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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!

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People: Audience Targeting

“Show my ads to people who…”

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People: In-MarketIn-Market-Looking to buy-Limited time membership-Example: In-Market to purchase a car

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People: Affinity

Affinity-Permanent member of a “fan club”-Longer lifetime engagement vs. in-market purchasers-Example: automotive enthusiasts

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Custom Affinity

Customized audience based on criteria YOU specify. (Cuz the GDN just doesn’t have it.)

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Gimme An ExampleYou sell a line of high-end desserts for vegans.

…bummer.

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…Are There No Vegans?

It means you gotta find ‘em yourself with layering.

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It Doesn’t Mean They Don’t Exist

“Layering” = overlapping display tactics to laser-focus your ads on the people you actually want.

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Custom Affinities Help, Too

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Optimizing Display

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Me, when display isn’t optimized. Which honestly, is almost every account I’ve taken over.

Optimizing: Ditch Bad Placements

Please use this. It makes me so frustrated when marketers don’t.

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Bonus tip: Exclude adsenseformobileapps.com to avoid paying for clicks from clumsy thumbs.

Optimizing: Impression Caps

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Look at conversions per impression (CPI) vs. average frequency per cookie to help guide your impression caps

Optimizing: Impression Caps

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Optimizing: Negative Keywords & Topics

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In our Vegan example, negative out keywords: recipes, entrees, coupons, etc.

Some common topics to negative: Job sites, dating sites, politically-charged sites, etc

Exclude Categories

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“Sensitive Content”: excluded from most remarketing campaigns to not to associate brand with negative stuff

“Types of Placement”: should be removed to not to drive up impressions without any clicks/conversions

Exclude Categories

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Icky brand association

(shout out to my friends at EliteSEM – love ya, tho!)

Remarketing

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Target Based On What Users 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.

Target messaging accordingly!

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Advice On Creating Audiences

• If large, break into time frames, if for no other reason then visibility

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Time-Based TargetingKnow what people do & when

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Exclude Audiences

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Exclude audiences: purchasers, those who stayed less than 10 seconds, those who visited customer service/career pages, etc.

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.

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Dynamic Remarketing

• Requires Shopping Feed/Merchant Center• Requires a leeeeeeeetle extra coding finesse• Worth the effort

Campaign Type Sum of Revenue/CostDisplay Remarketing 3.7Dynamic Remarketing 5.7

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Less Waste = You Win

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Gmail Ads

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Gmail Ads

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Display-like presentation/tageting, but search-like results!

Quick Note About Metrics

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Regular metrics: I am a god!

Real metrics: Ok, maybe less so

Quick Note About Metrics

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Then add:

Additional Tips

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• Consider using coupon codes for cross device attribution• Optimize to a cost per gmail click to website at first. Turn on

conversion optimizer when you can• Be prepared to “rest” your audiences periodically• Have granular ad groups and utilize those layering options!

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.

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Thanks For Listening!

Susan Wenogradsusan.wenograd@fivemill.com