Semetis is a Search & Web Analytics agency who likes to share best practices approaches. You will find here a detailed presentation on Google Display Network targeting methods compiled with thanks to Semetis expertise and know-how.

1. Google Display Network
Display targeting methods
November 2011
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2. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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3. Agenda
1. Introduction to the Display Network
2. Targetting methods presentation
3. Targetting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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4. 1. Introduction to the Display Network
Google offers two ways to target the
user.
1. Google search or Google’s search
partners (Skynet, …).
2. Online content called the Google
Display Network.
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5. 1. Introduction to the Display Network
“The Google Display Network reaches 75% of unique
internet users in over 100 countries and 20 languages
on hundreds of thousands of sites across the web.”
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6. 1. Introduction to the Display Network
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7. 1. Introduction to the Display Network
How is the Google Display Network (GDN) Organized?
Two types of content:
• Google websites and services (Gmail, Youtube, …).
• Google Display Network’s Partner websites
Those websites are filed into multiple categories.
Finance Cars Finance Other…
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8. 1. Introduction to the Display Network
GOOGLE DISPLAY GOOGLE SEARCH
Branding Prospection Buying
(step 1) (step 2) (step 3)
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9. 1. Introduction to the Display Network
Ad formats: Text-ads, Images,
Videos, Rich Media, Flash, ....
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10. 1. Introduction to the Display Network
2 Bidding options to meet your objective:
• Direct response: Cost per Click
« I agree to pay 0.50€ maximum for a click »
• Branding : Cost per 1000 impressions
« I agree to pay 2€ for 1000 impressions »
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11. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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12. 2. Targeting methods presentation
a) Contextual targeting
Glasses
Reading glasses
• Add a few keywords around a Buy glasses online
Cheap glasses
common and simple theme
• Google will then find websites
corresponding to this theme.
Theme: Glasses
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13. 2. Targeting methods presentation
Example: I sell cameras online.
b) Topic targeting
• Choose the category of websites
• Ask yourself who is your customer
• On which websites your
product/services would be interesting
for users ?
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14. 2. Targeting methods presentation
c) Topic + Keywords targeting
• Combines keywords and topics
• Achieves a high relevancy
+
Digital Camera
Camera online
Buy camera
Cheap camera
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15. 2. Targeting methods presentation
d) Placements targeting
• Target a specific website on the Kapaza.be
Tweedehands.net
Google Display network 2ememain.be
• Or target a particular section on a Autozone.be
webpage of a website.
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16. 3. Targeting methods presention
d) Placements targeting
A specific placement: YouTube
• Multiple ad formats
• Enormous reach
• Good way to interact with users
• Different types of bidding
(reservations and/or CPC bidding)
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17. 2. Targeting methods presentation
e) Interest Based targeting
• Target people based on
categories of website they visit
• Follow the user on the net
irrelevant of which website
they are viewing
Interested
about Cars
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18. 2. Targeting methods presentation
f) Remarketing
• Advanced form of interest-
based advertising
• Target users who have
previously visited your
website or accomplished
an action on your website
• Tailor your message very
specifically to the user.
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19. 2. Targeting methods tool: Google ad planner
Google Ad Planner is a tool that helps you
research those Placements, Interests
Categories and Topics.
https://www.google.com/adplanner/#placementSearch
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20. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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21. 3. Targeting methods evaluation
Theoretical Methods’ performance
The following graph shows the theorical ratio between impressions and click
rate.
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22. 3. Targeting methods evaluation
Analysis Methodology
 Analysis of several campaigns
 Variety of advertizers
 Variety of products / sectors
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23. 3. Targeting methods evaluation
Key findings:
Objective  Suggested method
Conversions  Remarketing
Reach & traffic  Topics + Keywords
Limited reach  Interest based or contextual
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24. 3. Targeting methods evaluation
HIGH REACH
Interest
Based
Topics
LOW COST Contextual HIGH COST
Placements
Remarketing
LOW REACH

25. 3. Targeting methods evaluation
Contextual targeting
 Easy to implement
 Quite accurate targeting
 Requires more maintenance
Find the right balance between specific and generic
keywords.
Tip: Do not add more than 50 keywords and do not forget to add negative
keywords if your keywords can have an ambigous meaning.
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26. 3. Targeting methods evaluation
Topic targeting
 Target very specific sector/category
 High reach
 Limited amount of topics available
Reach within an undercategory can be limited (small countries)
Tip: If you noticed that a chosen undercategory has too few impression, you can try
to go back up one level. (ex: topic: commercial real estate to topic: real estate)
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27. 3. Targeting methods evaluation
Placements
 Very efficient especially if the placement offers complementary
products
 Strict control over where your ads appear
Competition be fierce (high CPC)
Some websites only accept certain ad formats
Tip: Add top performing placements from your contextual campaigns as managed
placements in order to better control its performance.
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28. 3. Targeting methods evaluation
Interest Based targeting
 Important & qualitative reach
 Good for branding purposes especially with bannering.
 Easy to manage once you find the right audience.
 Can be hard to find the right audience
This method can be expensive
 No control over the websites where the ad appear
Tip: It is also possible here to exclude specific placements where you do not want
your ad to appear. Also, consider a completely separate Campaign for that method.
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29. 3. Targeting methods evaluation
Remarketing
 The most advanced (and most accurate) form of targeting.
 High convertion rate for Display
 Allow you to address a specific message to a very specific
audience
 Technical implementations needed (additional codes)
 Your audience must be 100 users strong
Tip: Use the caping settings in order to limit the amount of times that a specific
user sees your ad.
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30. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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31. 4. Google Display vs. Other networks
WHAT? Publisher Media Agency Google Display
Price/Nego Beforehand/sales Vs. Volume Auction
Payment Mode CPC CPM CPC
Inventory Strong Complementary Strong
Network relevancy All Network All Network Targeted
Pressure vs. Active
Support/Mngt Delivery only
Publisher Management
Control Weak Weak Strong
CPA Branding** High High Competitive
*Working directly with Publishers/MediaAgency/GoogleDisplay(via specialised agency)
**Includes total cost divided by (direct sales post-click + sales within 30 days + post-view within 30 days) 31

32. 4. Google Display vs. Other networks
Large
USPs Display on the network
Google Display Post-Click (x5)
& Post-
Network (GDN): View
CPC or
CPM
conversion
s
Display
with Google CPA
Adwords
Frequency Branding
capping 3-10 times
cheaper
Many
Display &
Targeting
Video
options!
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33. Agenda
1. Introduction to the Display Network
2. Targeting methods presentation
3. Targeting methods evaluation
4. Google Display vs. other networks
5. Conclusion
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34. 4. Conclusion: Performance Evaluation
How to evaluate the efficiency of your
Display Network campaigns?
• Focus on: view through conversions and/or
impressions but not CTR
• Use Google Analytics (bounce rate, new visitors)
• AdWords reports (Reach & Frequency, Placements)
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35. 4. Conclusion: Semetis Best Practices
 Different campaign/account for Display and for Search
 Structure your adgroups and campaigns according to targeting methods
 The methods are complementary! Try several to see what works for you
 Allow at least a few weeks before taking any conclusion and decision
 Regularly check the AdWords placement reports
 For remarketing, establish a real strategy (right audience combination and
specific message)
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