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

CIDD - How to Get Positive ROI
 from a Google Display Ad!

Agenda

✤Background ✤Targeting the GDN ✤Remarketing ✤RLSA ✤Q&A

WTF is the GDN?

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

WTF is the GDN?

Basics

Basics - ZMOT

Traditional Marketing

Basics - ZMOT

Basics - The Buying Funnel

Not Everyone Is Ready to Convert

Awareness Interest Learn Shop Buy

Targeting

Targeting

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

Targeting

✤Contextual Targeting

Show ads on sites related to your keywords

✤Placement Targeting

Show ads on specific websites that you choose

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.

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

Targeting

✤Affinity Audiences ✤In-Market Audiences

Both take into account a user’s search history, social activity, and content consumption patterns, among other signals.

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.

Targeting

Layer It On

Remarketing

Remarketing

You Are Being Followed

Remarketing

What the What?

Remarketing

Why Remarketing?

✤Buying Funnel/ZMOT ✤Nearly Free Branding ✤Low Cost Per Click ✤Great Conversion Rates/ROI

Remarketing

Uses of Remarketing

✤Branding ✤Value Proposition

Remarketing

How to Use It Better

✤Section of the Site ✤Shopping Cart Abandonment ✤Purchasers - Exclude or X-sell ✤Time-focused

Remarketing

• 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

How to Set It Up

RLSA

Remarketing Lists for Search Ads (RLSA)

RLSA

Got more customers using RLSA!

Remarketing Lists for Search Ads (RLSA)

What the What?

A layer to help focus search ads—target people who have been to your website

Remarketing Lists for Search Ads (RLSA)

What the What?

Visitors (Remarketing) Keywords RLSA

Remarketing Lists for Search Ads (RLSA)

What Can You Do w/RLSA?

✤ Change Bidding

✤ Change Ads ✤ Expand/More General Keywords

Remarketing Lists for Search Ads (RLSA)

What ELSE Can You Do?

Visitors Keywords

✤ Start w/General Audience &

Slowly Add Specific Audiences

✤ Cross-sell to Existing Customers

Advocate ¡Healthcare

• Avg. ¡CPC

Remarketing

Questions?

#CSSGoogle