How to win at display this holiday season! - PPCEE · 2019. 10. 29. · How to win at display this...
Transcript of How to win at display this holiday season! - PPCEE · 2019. 10. 29. · How to win at display this...
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How to win at display this holiday season!
Last minute tips you should implement - right now!
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Hi!
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SEE
THINKDO
CARE
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Boost your sales with Discovery Ads!#1
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YouTube Home Feed
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Google Discover
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Gmail
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Our tests have shown great results!
● 15 clients● Different industries● Compared them to display.
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+33%additional sales
Frequent display converters:
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additional sales
+33% -46%Lower CPA
Frequent display converters:
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+305%Increase in sales
Non-frequent display converters:
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+305%Increase in sales
-15%Lower CPA
Non-frequent display converters:
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CTR 8%On average:
Great for generating interest!
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BETA
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Use the right audiences#2
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Similar Audience Remarketing Audience
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Custom Audiences
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1. Undefined target audience2. More potential
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1. Undefined target audience2. More potential
Example: online women’s fashion retailer:
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In-market: Women’s apparel
3%of their prospecting display conversions
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In-market: Women’s apparel
3%Custom: influencers
30%of their prospecting display conversions
of their prospecting display conversions
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Custom: influencers
60%of their prospecting display conversions
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1. Undefined target audience2. More potential
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Target group:
“Everyone in Norway”
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???
?
Map out your audience:
● Who are they? ● What are their interests? ● What do they care about? ● How do they move online?
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???
?
● Politics● Well known people who are
outspoken about being atheists. ● People who give to certain
charities. ● People who are interested in
science. ● People who are interested in
secularism.
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Custom Audiences:
90%of the conversions.
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Your audience won’t work with too few signals!
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Add around 15-20 signals - or more.
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Intent
The different types of audience - needs different types of signals.
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Affinity
The different types of audience - needs different types of signals.
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Intent = intent signals (high intent keywords, product pages etc)
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Affinity = interest signals (low intent keywords, inspirational blogs etc)
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“Custom Audience”Custom Intent + Custom Affinity
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One last tip:Build an audience based on you competitors!
Add search terms + sites and subpages + apps.
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Utilize your best audiences#3
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Similar Audience Remarketing Audience
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“All users - 30 days.”
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Visited specific products.List Example:
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Visited specific products.
Visited specific categories.
List Example:
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Visited specific products.
Visited specific categories.
Added to wishlist.
List Example:
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Visited specific products.
Visited specific categories.
Added to wishlist.
Added to cart.
List Example:
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Visited specific products.
Visited specific categories.
Added to wishlist.
Added to cart.
Transactions - more than 3(X) times.
List Example:
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Visited specific products.
Visited specific categories.
Added to wishlist.
Added to cart.
Transactions - more than 3(X) times.
Transaction revenue - more than 200(X) dollars.
List Example:
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Visited specific products.
Visited specific categories.
Added to wishlist.
Added to cart.
Transactions - more than 3(X) times.
Transaction revenue - more than 200(X) dollars.
Users from Edge/Internet Explorer.
List Example:
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Visited specific products.
Visited specific categories.
Added to wishlist.
Added to cart.
Transactions - more than 3(X) times.
Transaction revenue - more than 200(X) dollars.
Users from Edge/Internet Explorer.
List Example:
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CR: 5% Similar to 3 or more transactions during the 2 last years:
Our fourth best converting audience in display!
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OCT NOV
BLA
CK
FRID
AY (D-D
AY)Focus on increasing your remarketing lists a head of Black Friday!
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+100%On Black Friday
Increase in users at midnight
+43%Increase in revenue
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Take an extra look at your creatives#4
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75%Of your GDN results will depend on the
creatives. - Google.
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You have a “Black Friday design”.
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Don’t only focus on the clicks you get, but also the impressions!Everyone needs to know who’s sending the message.
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You are not “keeping it simple”.
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You have 1 second to get your message across!
Spend that time wisely.
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● 6 elements fighting for attention.
● 2 different messages in one banner.
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One focus - that’s all you have time for in 1 second.
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Summary1. Boost your sales with Discovery Ads!2. Use the right audiences3. Utilize your best audiences4. Take an extra look at your creatives
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Thank you!