1. Lead Generation With AdWords
Display Targeting
Alistair Dent
Periscopix
28/2/12
© Periscopix 2012

2. 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

3. 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

4. Types of Ads
Mobi
Text Imag Flash Vide
le
Ads e Ads Ads o Ads
Ads
• Different sites accept different ad types
• Think about which ad types will be
suitable for your audience
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5. Types of Websites
Large Websites Small Websites
E.g. Gmail, E.g.
YouTube, The farmingforum,
Guardian audience
• Large farmersguide
• Relevant
• Lots of types audience
of content • Attract users
at point of
interest
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6. 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
Website Pages People
s
Contextua Interests
Placement
l Remarketin
s
Topics g
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7. 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
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8. 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
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9. 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
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10. 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

11. 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
© Periscopix 2012

12. 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
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13. Combining Targeting Methods
Placemen
ts Topics
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14. Quality Score
• The CTR of your ad compared to
CTR other ads in the same slot
• Does not impact search quality score
QS • Not visible in the interface
• High QS means you will show a higher
proportion of the time
IS • High impression share means more
clicks
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15. 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
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16. 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
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17. 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
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18. 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
© Periscopix 2012