Post on 01-Nov-2014
description
Cousins to Paid Search:
RTB Display,Retargeting,Contextual,All in the family
Frost Prioleau
CEO, Simplifi
SMX East 2011
Thursday, September 15, 2011
landscape
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Display: Transformed by RTB/DSPs
Ready Access to Massive Volume‒ Now at 400Bn impressions/month‒ 1000 impressions/user/month
New Levels of Control/Efficiency‒ Bid on one impression at a time‒ Increased efficiency/Less waste
Total Transparency‒ Delivery and performance by
keyword, domain, ad position, etc‒ Data drives optimization
Simplicity‒ DSPs bring single access point for
• Millions of domains• Dozens of data providers• Multiple targeting techniques
Chart source: Pubmatic
RTB Growthis Unprecedented
2008 2009 2010 2011 2015
0% 1.5%5%
20%
50%
% of Non-Guaranteed Ad Spend (via RTB)
*$5B+
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For an investor…display is very complicated.
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For an advertiser, it’s simple.
so what?
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Why Search Marketers Should Care
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More reasons…
Target competitors terms
Target expensive terms inexpensively‒ e.g. “auto insurance”, “mesothelioma”, etc.
Drive more branded search
Drive more direct navigation
Become less dependent on companies that serve free sushi for lunch whose names start with “G”‒ Also get more reach for retargeting and contextual
It’s easy.
options
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Display Options
Where should a Search Marketer start?
Different display techniques‒ Different parts of the funnel‒ Different benefits.
Many other display options not covered here:‒ IP Range targeting‒ 3rd Party Data targeting‒ Site/Whitelist targeting‒ Social targeting
Contextual Targeting
Site Retargeting
Search Retargeting Longer Regency/
Upper Funnel Terms
Search RetargetingShort Regency/
Low Funnel Terms
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Site Retargeting
Site Retargeting Target users who have already
visited the advertisers sites
Pros: Highly effective, good ROI
Cons: No prospecting for new clients. Limited reach.
Key Insight: Recommended for all advertisers. Often one of the most effective types of display. Demand transparency.
Contextual Targeting
Search Retargeting Longer Regency/
Upper Funnel Terms
Search RetargetingShort Regency/
Low Funnel Terms
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Contextual Targeting
Site Retargeting
Search Retargeting Target users based on their
search history.
Pros: Just like search. CPM or CPC bids. Keyword level bidding, reporting, and optimization. Variable recency (down to instant), instant on/change.
Cons: Like search, some keywords have limited inventory.
Key Insights: ‒ Direct extension of search‒ Target competitor terms and
category terms.‒ Especially good for advertisers in
verticals with high CPCs.
AWARENESS:Broad/Category Terms
RESEARCH & COMPARISONProduct/Broad Terms
BUYING:Long-tail/Specific Product Terms
Search Retargeting
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Contextual Targeting Target ads based on the
content of the page where the ad is being shown
Pros: Often provides lots of inventory at competitive CPMs.
Cons: CTRs can be lower, but often offset by lower CPMs.
Key Insights: Excellent compliment to site and search retargeting.
Site Retargeting
Search Retargeting Longer Regency/
Upper Funnel Terms
Search RetargetingShort Regency/
Low Funnel Terms
Contextual Targeting
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Expanding the Audience
Look-Alikes‒ Profile your audience…then target users like them. ‒ Social, Behavioral, etc..
“Search-Alikes”‒ Profile your converters…then target users with similar search
profiles. ‒ Expand search terms that are working.
Contextual expansion.‒ Run a retargeting or search campaign, and analyze what contexts
are working…then build campaigns around those contexts.
making it work for you
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Best Practices…. Start broad…don’t overtarget
‒ Let the data talk.
Work multiple parts of the funnel.‒ Creatives/landing
pages/verticals perform differently
Allocate enough budget to allow for optimization
Optimize, optimize, optimize. Automatic or manual.
Do simple attribution (at least)
Build a practice around it.
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Search Retargeting – Retailer CPA by Week
CPA
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Search Retargeting: Results
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Search Retargeting – Travel ClientCPA Average
CPA Average