Semetis is a Search & Web Analytics agency who likes to share best practices approaches. You will find here a detailed presentation on Google Display Network targeting methods compiled with thanks to Semetis expertise and know-how.
2. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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3. Agenda
1. Introduction to the Display Network
2. Targetting methods presentation
3. Targetting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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4. 1. Introduction to the Display Network
Google offers two ways to target the
user.
1. Google search or Google’s search
partners (Skynet, …).
2. Online content called the Google
Display Network.
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5. 1. Introduction to the Display Network
“The Google Display Network reaches 75% of unique
internet users in over 100 countries and 20 languages
on hundreds of thousands of sites across the web.”
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7. 1. Introduction to the Display Network
How is the Google Display Network (GDN) Organized?
Two types of content:
• Google websites and services (Gmail, Youtube, …).
• Google Display Network’s Partner websites
Those websites are filed into multiple categories.
Finance Cars Finance Other…
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8. 1. Introduction to the Display Network
GOOGLE DISPLAY GOOGLE SEARCH
Branding Prospection Buying
(step 1) (step 2) (step 3)
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9. 1. Introduction to the Display Network
Ad formats: Text-ads, Images,
Videos, Rich Media, Flash, ....
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10. 1. Introduction to the Display Network
2 Bidding options to meet your objective:
• Direct response: Cost per Click
« I agree to pay 0.50€ maximum for a click »
• Branding : Cost per 1000 impressions
« I agree to pay 2€ for 1000 impressions »
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11. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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12. 2. Targeting methods presentation
a) Contextual targeting
Glasses
Reading glasses
• Add a few keywords around a Buy glasses online
Cheap glasses
common and simple theme
• Google will then find websites
corresponding to this theme.
Theme: Glasses
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13. 2. Targeting methods presentation
Example: I sell cameras online.
b) Topic targeting
• Choose the category of websites
• Ask yourself who is your customer
• On which websites your
product/services would be interesting
for users ?
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14. 2. Targeting methods presentation
c) Topic + Keywords targeting
• Combines keywords and topics
• Achieves a high relevancy
+
Digital Camera
Camera online
Buy camera
Cheap camera
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15. 2. Targeting methods presentation
d) Placements targeting
• Target a specific website on the Kapaza.be
Tweedehands.net
Google Display network 2ememain.be
• Or target a particular section on a Autozone.be
webpage of a website.
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16. 3. Targeting methods presention
d) Placements targeting
A specific placement: YouTube
• Multiple ad formats
• Enormous reach
• Good way to interact with users
• Different types of bidding
(reservations and/or CPC bidding)
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17. 2. Targeting methods presentation
e) Interest Based targeting
• Target people based on
categories of website they visit
• Follow the user on the net
irrelevant of which website
they are viewing
Interested
about Cars
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18. 2. Targeting methods presentation
f) Remarketing
• Advanced form of interest-
based advertising
• Target users who have
previously visited your
website or accomplished
an action on your website
• Tailor your message very
specifically to the user.
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19. 2. Targeting methods tool: Google ad planner
Google Ad Planner is a tool that helps you
research those Placements, Interests
Categories and Topics.
https://www.google.com/adplanner/#placementSearch
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20. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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21. 3. Targeting methods evaluation
Theoretical Methods’ performance
The following graph shows the theorical ratio between impressions and click
rate.
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22. 3. Targeting methods evaluation
Analysis Methodology
Analysis of several campaigns
Variety of advertizers
Variety of products / sectors
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24. 3. Targeting methods evaluation
HIGH REACH
Interest
Based
Topics
LOW COST Contextual HIGH COST
Placements
Remarketing
LOW REACH
25. 3. Targeting methods evaluation
Contextual targeting
Easy to implement
Quite accurate targeting
Requires more maintenance
Find the right balance between specific and generic
keywords.
Tip: Do not add more than 50 keywords and do not forget to add negative
keywords if your keywords can have an ambigous meaning.
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26. 3. Targeting methods evaluation
Topic targeting
Target very specific sector/category
High reach
Limited amount of topics available
Reach within an undercategory can be limited (small countries)
Tip: If you noticed that a chosen undercategory has too few impression, you can try
to go back up one level. (ex: topic: commercial real estate to topic: real estate)
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27. 3. Targeting methods evaluation
Placements
Very efficient especially if the placement offers complementary
products
Strict control over where your ads appear
Competition be fierce (high CPC)
Some websites only accept certain ad formats
Tip: Add top performing placements from your contextual campaigns as managed
placements in order to better control its performance.
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28. 3. Targeting methods evaluation
Interest Based targeting
Important & qualitative reach
Good for branding purposes especially with bannering.
Easy to manage once you find the right audience.
Can be hard to find the right audience
This method can be expensive
No control over the websites where the ad appear
Tip: It is also possible here to exclude specific placements where you do not want
your ad to appear. Also, consider a completely separate Campaign for that method.
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29. 3. Targeting methods evaluation
Remarketing
The most advanced (and most accurate) form of targeting.
High convertion rate for Display
Allow you to address a specific message to a very specific
audience
Technical implementations needed (additional codes)
Your audience must be 100 users strong
Tip: Use the caping settings in order to limit the amount of times that a specific
user sees your ad.
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30. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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31. 4. Google Display vs. Other networks
WHAT? Publisher Media Agency Google Display
Price/Nego Beforehand/sales Vs. Volume Auction
Payment Mode CPC CPM CPC
Inventory Strong Complementary Strong
Network relevancy All Network All Network Targeted
Pressure vs. Active
Support/Mngt Delivery only
Publisher Management
Control Weak Weak Strong
CPA Branding** High High Competitive
*Working directly with Publishers/MediaAgency/GoogleDisplay(via specialised agency)
**Includes total cost divided by (direct sales post-click + sales within 30 days + post-view within 30 days) 31
32. 4. Google Display vs. Other networks
Large
USPs Display on the network
Google Display Post-Click (x5)
& Post-
Network (GDN): View
CPC or
CPM
conversion
s
Display
with Google CPA
Adwords
Frequency Branding
capping 3-10 times
cheaper
Many
Display &
Targeting
Video
options!
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33. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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34. 4. Conclusion: Performance Evaluation
How to evaluate the efficiency of your
Display Network campaigns?
• Focus on: view through conversions and/or
impressions but not CTR
• Use Google Analytics (bounce rate, new visitors)
• AdWords reports (Reach & Frequency, Placements)
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35. 4. Conclusion: Semetis Best Practices
Different campaign/account for Display and for Search
Structure your adgroups and campaigns according to targeting methods
The methods are complementary! Try several to see what works for you
Allow at least a few weeks before taking any conclusion and decision
Regularly check the AdWords placement reports
For remarketing, establish a real strategy (right audience combination and
specific message)
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