1. SMX ISRAEL
Mixing Retargeting, Search & Display
Campaigns
Tips & Challenges for Scaling
Omri Brill
CEO, Podium Advertising Technologies

2. How to mix? SMX ISRAEL
Search Display Retargeting
When? Always Mainly leads Always
Effectiveness High Mid High
Reach Mid High Low

3. How to mix? SMX ISRAEL
Search Display Retargeting
When? Always Mainly leads Always
Effectiveness High Mid High
Reach Mid High Low
e-Commerce 80% 10% 10%
Lead Generation 30% 60% 10%

4. Retargeting – Scaling Up! SMX ISRAEL
• Cookie Duration
• Cross-retargeting
• ‘Similar Audience’
• Increase bidding

5. Retargeting – Success! SMX ISRAEL

6. Display – Tips for Scaling SMX ISRAEL
•Add keywords, topics, placements etc.
•Banner / text Ads / video
•Ad extensions (are now supported!)

7. Display - Campaign Challenges SMX ISRAEL
Campaign 1 Client 1
Campaign 2 Client 2
Campaign 3 Client 1

8. Search – Tips for Scaling SMX ISRAEL
• Add keywords
• Effective use of ‘Broad’
• Ad extensions
• Languages, countries, devices
• Increase bids for higher position
• Look outside Google

9. Search – Campaign Challenges SMX ISRAEL
• Search campaigns harder to scale (QS) - So long-tail

10. Summary: Mixing & Scaling SMX ISRAEL
•An effective mix of retargeting, search & display is a must!
•Scaling-up can be a challenge
•So use tools to help you!

11. Thank You! SMX ISRAEL
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