Search Marketing Theatre; Lead Generation With AdWords Display Targeting
-
Upload
tfma -
Category
Technology
-
view
413 -
download
6
Transcript of Search Marketing Theatre; Lead Generation With AdWords Display Targeting
© Periscopix 2012 www.periscopix.co.uk
Lead Generation With AdWords Display Targeting
Alistair Dent
Periscopix
28/2/12
© Periscopix 2012 www.periscopix.co.uk
Introducing Display• The Google Display
Network is one of the largest online ad networks in the world
• You can target sites and pages on this network to show your ads to the most relevant people possible, when they’re browsing relevant content
© Periscopix 2012 www.periscopix.co.uk
Introducing EvoEnergy• EvoEnergy are the UK’s largest residential
solar panel installer and REA installer of the year
• We used AdWords display advertising to help EvoEnergy to attract leads for large commercial installations
• A variety of targeting methods were used to achieve this goal. We are going to discuss how AdWords display targeting works and how you can use it
© Periscopix 2012 www.periscopix.co.uk
Types of Ads
• Different sites accept different ad types• Think about which ad types will be suitable
for your audience
Text Ads
Image Ads
Flash Ads
Video Ads
Mobile Ads
© Periscopix 2012 www.periscopix.co.uk
Types of WebsitesLarge Websites
E.g. Gmail, YouTube, The Guardian
Small WebsitesE.g. farmingforum, farmersguide
• Large audience• Lots of types of
content
• Relevant audience
• Attract users at point of interest
© Periscopix 2012 www.periscopix.co.uk
Targeting Ad Groups• Targeting is at ad group level• Add any target to an ad group, and the ads
within that group will show to that target
Websites
Placements
Pages
ContextualTopics
People
InterestsRemarketing
© Periscopix 2012 www.periscopix.co.uk
Placement Targeting• Placement targeting is the most obvious
method available• Choose the websites you want to appear on• This method is effective for targeting
demographics who will read websites about specific topics
• Special interest groups are often most easily targeted using this method
• Use the DoubleClick Ad Planner to help find placements that carry GDN adverts
© Periscopix 2012 www.periscopix.co.uk
Contextual Targeting• Contextual targeting is the most common
on AdWords• Create a keyword list and Google will assess
the theme of your keywords• If your theme matches closely to that of the
page, then you will be eligible to show ads on that page
• This method gives you the most control but can be the most difficult to use
© Periscopix 2012 www.periscopix.co.uk
Topic Targeting• Topic targeting is like contextual targeting
but more broad• You can choose from a pre-defined list of
page topics to target• This provides more transparency than
contextual targeting, but with less granularity of targeting available
© Periscopix 2012 www.periscopix.co.uk
Interest Category Targeting• If a person has consistently browsed pages
about a particular topic in the recent past, then you can target that person wherever they are browsing now
• This is Google’s version of behavioural advertising, but all user data is aggregated and anonymised
• View your own interest categories in Google’s Ads Preferences Manager
© Periscopix 2012 www.periscopix.co.uk
Remarketing• This is not new customer acquisition.
Everybody in a remarketing list has visited your site before
• Remarketing is usually used in two ways:– Increase the overall conversion rate of
your site, by keeping yourself on people’s minds while the compare suppliers
– Be more aggressive with other targeting methods when showing ads to anybody who has been to your site before
© Periscopix 2012 www.periscopix.co.uk
Audience Combinations• Remarketing and interest categories allow you to
segment your audiences in custom combinations• By utilising multiple remarketing lists with different
pages viewed or cookie lengths you can target people in increasingly clever ways
• EvoEnergy target most users using two remarketing lists and one combination:– Visited the site in the last two days– Visited the site in the last 14 days– In the latter list but not the former
© Periscopix 2012 www.periscopix.co.uk
Combining Targeting Methods
Placements Topics
© Periscopix 2012 www.periscopix.co.uk
• High QS means you will show a higher proportion of the time
• High impression share means more clicks
• The CTR of your ad compared to other ads in the same slotCTR
QS• Does not impact search quality score• Not visible in the interface
IS
Quality Score
© Periscopix 2012 www.periscopix.co.uk
Best Practices for Ads• Create ads for every ad block
size!• Include a call to action in direct response
ads• Focus on high quality background images• Include your logo or brand• Static images often work better than
rotating slides• Put text and image ads into different ad
groups
© Periscopix 2012 www.periscopix.co.uk
Bidding and Optimisation• Ingore average position, you’re bidding for impression
share• Exclude placements with terrible CTRs if they don’t
convert• Exclude placements with high spend and no
conversions• Use the relative CTR metric at ad group level to
judge performance• Cap your frequency, especially if using remarketing• Use web analytics to check engagement of display
visitors
© Periscopix 2012 www.periscopix.co.uk
Results
• Conversion rates of over 5% from display showed that the targeting methods were finding the right audience
• The ad group containing image ads had nearly twice the CTR of that with text ads
© Periscopix 2012 www.periscopix.co.uk
Summary• Use (and combine) all the targeting
methods to find the best people• Image ads will outperform text ads
(by CTR)• Manage each targeting method
based on the cost per lead• There is no reason to have
different cost per lead targets from search!