Reach the Right Audience at the Right Moment with Display Ads – Google Best Practices
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In this video, we’re going to to talk about reaching the right audience at the right moment. It covers four things:
+ Re-engage past site and app visitors with remarketing
+ Enhance your remarketing with similar audiences
+ Find additional customers with keyword targeting and in-market audiences; AND
+ Automate your targeting with display targeting optimization
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TRANSCRIPT:
00:06
– Hello world! Welcome to our ongoing video series on the Google Display Network. My name is Tran Ngo, and I’m a product marketing manager here at Google, focused on display best practices. In this video, we’re going to talk about reaching the right audience at the right moment. I’ll be covering four things.
+ First, re-engage past site and app visitors with remarketing.
+ Second, enhance your remarketing with similar audiences.
+ Third, find additional customers with keyword targeting and in-market audiences.
+ Fourth, automate your targeting with display targeting optimization.
00:43
First, you’ll want to re-engage past site and app visitors with remarketing. There are three sources you can pull for your remarketing list.
The first is desktop and mobile website visitors. You’ll want to focus on a few top lists, like all site visitors, category page viewers, cart abandoners, product page viewers, and past converters.
Your second remarketing list can include mobile app users. There are two main use cases for mobile app remarketing: driving conversions or app re-engagement.
To drive conversions, your remarketing list should include product viewers or cart abandoners. To drive app re-engagement, your remarketing list should focus on lapsed or inactive users.
The third source that you could pull for your remarketing list, are your YouTube video viewers. Once you link your AdWords account and YouTube channel, create video remarketing lists based on your YouTube viewers and specific actions they’ve taken with your channel.
01:43
Second, extend the reach of your remarketing campaigns with similar audiences. You can find new look-a-like audiences who share interests with those on your remarketing list, and when they’re used together, we’ve found advertisers can grow their remarketing conversions by up to 38% compared to using remarketing alone.
02:02
Third, find additional customers with keyword targeting. You can show new customers contextually relevant ads. Just keep in mind that all display keywords are broad match, so you don’t want to waste time with variations or long tail terms.
If you’re a search advertiser, you can use top performing keywords from your search campaigns. And then when you’re building out the campaign structure, you can use your website taxonomy to inform the structure. The last thing you want to keep in mind is that you can add keywords based on broad concepts, and then structure them in tightly themed ad groups.
Another way to find new customers is with in-market audiences. These are highly qualified people who are actively researching products or services in your category.
02:49
Lastly, automate your targeting with display targeting optimization. There are two options:
The first is conservative targeting, when you want to drive additional conversions based on your business goals or target CPA. This setting is on by default.
The second option is aggressive targeting, when you want to drive even more conversions, but you have some flexibility with your business goals or target CPA.
03:12
So let’s recap how to reach the right audiences.
+ First, re-engage past site and app visitors with remarketing.
+ Second, enhance your remarketing with similar audiences.
+ Third, find additional customers with keyword targeting and in-market audiences.
+ And lastly, automate your targeting with display targeting optimization.
Thanks for watching and tune in for the rest of our video series on how to make the most of the Google Display Network.