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CIDD - How to Get Positive ROI from a Google Display Ad! Chicago - PowerPoint PPT Presentation

Jan 13, 2023 •329 likes •678 views

CIDD - How to Get Positive ROI from a Google Display Ad! Chicago Style SEO info@chicagostyleseo.com 773.809.5002 4619 N. Ravenswood, Suite 104, Chicago, IL 60640 Agenda Background Targeting the GDN Remarketing RLSA

  1. CIDD - How to Get Positive ROI 
 from a Google Display Ad! Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  2. Agenda ✤ Background ✤ Targeting the GDN ✤ Remarketing ✤ RLSA ✤ Q&A Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  3. WTF is the GDN? Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  4. WTF is the GDN? Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  5. WTF is the GDN? ✤ Reaches 92% of Americans & 
 80% of Internet Users World-Wide ✤ Millions of websites, apps, & videos ✤ 6 Billion Impressions a day ✤ Text, Image, Rich Media & Video ✤ 15 different ad sizes Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  6. Basics Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  7. Basics - ZMOT Traditional Marketing Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  8. Basics - ZMOT Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  9. Basics - The Buying Funnel Not Everyone Is Ready to Convert Awareness Interest Learn Shop Buy Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  10. Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  11. Targeting Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  12. Targeting Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  13. Targeting - How to Get Positive ROI ✤ Contextual Targeting ✤ Placement Targeting ✤ Interest Categories ✤ Topic Targeting ✤ Geo & Language ✤ Demographics ✤ Affinity Audiences ✤ Custom Affinity Audiences ✤ In-Market Audiences Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  14. Targeting ✤ Contextual Targeting Show ads on sites related to your keywords ✤ Placement Targeting Show ads on specific websites that you choose Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  15. Targeting ✤ Interest Categories Show ads based on user interests. Travel ads for travel fans: that's the simple goal of interest categories. ✤ Topic Targeting Show ads on pages about specific subjects. Topic targeting is similar to interest categories, but based on sites rather than audience. Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  16. Targeting ✤ Geo & Language Reach English speakers in Tokyo. Or Spanish speakers in Chicago. Or everyone in Timbuktu. ✤ Demographics Show ads to users based on their age and gender Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  17. Targeting ✤ Affinity Audiences ✤ In-Market Audiences Both take into account a user’s search history, social activity, and content consumption patterns, among other signals. Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  18. Targeting ✤ In-Market Audiences People who are currently, actively searching and comparing your product/service. One-purchase ✤ Affinity Audiences More of a long-view in terms of audience creation. Affinity targeting analyzes someone’s overall interests, passions, and lifestyle to get a better sense of their overall identity. Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  19. Targeting Layer It On Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  20. Remarketing Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  21. Remarketing You Are Being Followed Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  22. Remarketing What the What? Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  23. Remarketing Why Remarketing? ✤ Buying Funnel/ZMOT ✤ Nearly Free Branding ✤ Low Cost Per Click ✤ Great Conversion Rates/ROI Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  24. Remarketing Uses of Remarketing ✤ Branding ✤ Value Proposition Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  25. Remarketing How to Use It Better ✤ Section of the Site ✤ Shopping Cart Abandonment ✤ Purchasers - Exclude or X-sell ✤ Time-focused Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  26. Remarketing How to Set It Up 1. New Display-Only Campaign & Select “Remarketing” for Type 2. Create Audiences 3. Put Remarketing Script On Your Site 4. Upload Ads (15 or 3) 5. Turn It On Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  27. RLSA Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  28. Remarketing Lists for Search Ads (RLSA) RLSA Got more customers using RLSA! Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  29. Remarketing Lists for Search Ads (RLSA) What the What? A layer to help focus search ads—target people who have been to your website Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  30. Remarketing Lists for Search Ads (RLSA) What the What? Visitors Keywords (Remarketing) RLSA Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  31. Remarketing Lists for Search Ads (RLSA) What Can You Do w/RLSA? ✤ Chang e Bidding ✤ Change Ads ✤ Expand/Mor e General Keywords Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  32. Remarketing Lists for Search Ads (RLSA) What ELSE Can You Do? ✤ Start w/General Audience & Visitors Keywords Slowly Add Specific Audiences ✤ Cross-sell to Existing Customers Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

  33. Advocate ¡Healthcare Campaign Clicks Impressions CTR Avg. ¡CPC Conversions Remarketing 786 552,727 0.14% $2.44 1,882* RLSA 2,614 79,983 3.44% $2.31 154 *View-­‑through ¡conversions

  34. #CSSGoogle Remarketing Questions? Chicago Style SEO • info@chicagostyleseo.com • 773.809.5002 • 4619 N. Ravenswood, Suite 104, Chicago, IL 60640

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