#SMX #24C @suzyvirtual

Forget Context, Think Audience, Layer & Win GDN

Conquering Google Display &

Gmail Ad Targeting

#SMX #24C @suzyvirtual

SEMs Think in Keywords & Context

#SMX #24C @suzyvirtual

The Keyword/Context Approach

§ TopicalPlacements§ TopicalAudiences/Topics§ TopicalKeyword/ContextualTargeting

Doesn’ttendtoworkverywell“WetestedGDNanditdoesn’twork”

#SMX #24C @suzyvirtual

My AHA Moment – Office Lunch Delivery

§ TargetedPeopleintheservicearea(SiliconValleyOfficeParks)§ Peopleatwork(Googlebeta,atthetime)§ RanAdsinthemorningwhenyoucouldgetanorderin§ Hadavarietyofadswithdifferentkindsofyummylookingfood

#SMX #24C @suzyvirtual

My AHA Moment – Cricket!

§ OnlytheIndianfoodadgotconversions§ Theconvertingplacementsallwereallaboutcricket(thesport)

#SMX #24C @suzyvirtual

AHA!

PEOPLEINSILICONVALLEYCHECKINGCRICKETSCORESINTHEMORNING

=PEOPLEINMARKETFORLUNCHDELIVERY

#SMX #24C @suzyvirtual

Honing in on the Target

§ Reachingpeoplefamiliarwithasystemofofficelunchdelivery,whofitthetargetdemographicmale,computerofficejobs,single,disposableincome

§ Reachingthemwithcompellingads

§ Targetcrickettopic,audienceandkeywords§ CreatemultipleIndianfoodadstotest.Keepthebestperformers

§ Keepthemorningtarget(hungry/bored)

Getting the CPA Better Than Search

#SMX #24C @suzyvirtual

Was it a “One of” Situation?

§ OnlineMBAprogram(developedpersona)–  USMale

–  25-34

–  Collegegraduate

– Worksintechnology– Wantstoimprovecareerpath

…those bay area cricket fans would totally work… but we need MORE….

#SMX #24C @suzyvirtual

Reaching the Target Persona

Whatdo25-34yearoldmen,atwork,intechnologyfields,alloverthecountry,whoareboredatworkdo?

#SMX #24C @suzyvirtual

Matching the Creative

§ MBAProgramUniversitywasknownforbasketball§ Usedathleticteamcolorsinthead§ Usedcompetitivelanguageintheads

ITWORKED!!!!

WEGOT$50(quality)LEADSINANIDUSTRYWITH$50+CPCs

INSEARCH

#SMX #24C @suzyvirtual

Persona

Whereto

ReachThem

Whento

ReachThem

Alignthe

Creative

TESTTESTTEST

Replicating This AHA With GDN!

Googleisverygoodatknowingwhatyoudo.Facebookisverygoodatknowingwhoyouare.

#SMX #24C @suzyvirtual

PERSONA IDEAS: Deeps Thoughts About Remarketing

§ Whydoesremarketingwork?–  Havingvisiteda(your)siteindicatesaninterest,in-marketstateorintent

–  Userisimplicitlyfamiliarwithyouroffering/product

–  Userisimplicitlyfamiliarwithyourbrand

–  Theyprobablyfityourdemographic(sincetheyvisited)

– Withdynamicremarketing,andoftenotherstrategies,yourcreativeistunedtothem

How can you replicate these conditions on totally new people?

#SMX #24C @suzyvirtual

PERSONA IDEAS: Use Audience Insights

#SMX #24C @suzyvirtual

PERSONA IDEAS: Use Remarketing Campaigns

§ Lookatview-throughconvertingplacementsand/orhigherCTRstogetideasifconversiondataislow

#SMX #24C @suzyvirtual

PERSONA IDEAS: Google Analytics Data

§ Affinitycategories,In-MarketSegmentsmaptotheAdWordstargets

§ Lookatconversionrateasan“index”§ Lookattimeonsiteandpages/sessionifyoudon’thavesufficientconversiondata

#SMX #24C @suzyvirtual

WHERE & WHEN: GDN Layers § Demographic–  Age,Gender,ParentalStatus

§ Topics§ Placements§ Keywords/Contextual§ Audiences–  In-Market

–  Affinity

–  CustomAffinityAudiences

–  Remarketing–  SimilarAudiences(lookalike)

TargetandbidreachestheintersectionoftheVenndiagram

#SMX #24C @suzyvirtual

WHERE & WHEN: Creating an Audience

§ TimeofDay§ Device§ Geography§ Language

Startlayering.Withcampaignsettings,youhaveadditionallayers…

#SMX #24C @suzyvirtual

WHERE & WHEN: Sculpt Using Positive and Negative Targets Reachonlysingle-travelersvianegativeaudiences

#SMX #24C @suzyvirtual

Gmail Ads (GSP) - Extra Targeting Capabilities

§ 100%Gendermatching–  Greatfordemographicdefinitionandadcreativematching

§ (Gettingemailsfrom)Domaintargeting§ Largermoreinformativeadunit

#SMX #24C @suzyvirtual

Gmail Ads (GSP) - Extra Targeting Capabilities

§ Subscriptionboxforwomen

§ Layeredaffinitycategorieswithecommercesitesthatindicatedahigherlikelihoodtobuyonline

§ Alsoworkedwhenwelayereddigitalfinancetooldomains.

#SMX #24C @suzyvirtual

Examples: Reach Your Customers

§ HighIncomePeople:AffinityLuxuryshoppers,InMarketfor5StarHotels,Investingtopictarget,Negatein-marketforJobs,Negatebargainshoppers

§ SmallBusinessOwners:InMarketforcommercialrealestate,GSPdomaintargetingforquickbooks.com,freshbooks.comxero.comandothersmallbusinesssoftware

§ Expatcommunities:Layerhomecountrylanguage,interestsandtopiccategorieswithgeo-targetingtowhereexpatcommunitieslive.

#SMX #24C @suzyvirtual

Examples: Reach Your Customers

§ LikelytoBuy:Layershopaholicsaffinity,layerdomainsinGSPthatindicatepurchase§ In-MarketforCollege/Undergrad:Layerpeoplein-marketfortestprep,studentloans,negateolderageranges

§ Recenthomebuyers:inmarketforhomeinspections,curtainsandcableandsatelliteproviders

#SMX #24C @suzyvirtual

Reaching The Right People + Right Time + Right Message

FORGETCONTEXTTHINKAUDIENCE

LAYERTARGETS(NEGATE&SCULPT)MATCHYOURADCREATIVE

Rememberthereasonsremarketingworks

#SMX #24C @suzyvirtual

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

fivemill.com

WE’REHIRINGsusan@fivemill.com

@suzyvirtual