Google Display Network – The

Vast Ocean of Possibility

2

GDN is not Search

Search: Your customers are looking for you (rivers)

GDN: You are looking for your customers (oceans)

YOU: You are a Killer Whale, your customers are your prey, GDN is your ocean!

3

GDN Basic Targeting

• Keyword Contextual Targeting

• Topic Targeting

• Interest Category Targeting (Audience Targeting)

• Placement Targeting

Hunting alone, these targeting methods can prove to be very ineffective….

4

Layered Targeting – Hunting in Teams

Specific

Reach

Single Targeting (Broad) Layered Targeting (Specific)

KCT + Topic Targeting

- Used for very targeted campaigns; where niche target not covered by topic or interest categories OR where keywords are likely to match to unrelated content. - Optimize from keyword level, check Topics for obvious trends

Placement + KCT - Where advertiser is very brand focused and wants to ensure ads will only show on specific sites. OR when advertiser wishes to reach niche audience on large sites. - Optimize placements first, then keywords

Topic + Audience Targeting - Used when the target audiences interests are different from the content user wishes to show against, i.e. Targeting business audiences on sports content. - Set up one topic/adgroup, optimize by Audience

KCT + Audience Targeting (not recommended) Placement + Audience Targeting (not recommended)

Placement + Topic (redundant)

5

Display Network Reach

Broad Reach

Show ads all possible segments

Specific

Reach

Ad only goes into auction if all targeting layers match. Bid

for most specific targeting criteria applies

Reach only these selected segments

6

Conclusions

• Requires different approaches/strategies • Takes time (and patience) to find your target audience

• GDN landscape is constantly changing, so also requires

flexibility

• A variety of targeting options and combinations working in teams will bring SUCCESS

Thank You.