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Google Display Network series: Reach exactly the right audience with precision targeting
Thursday, August 5, 2010
This is our third post in a
series
on the
Google Display Network
(GDN). Today, we’ll look at the robust targeting options available to help you reach your audience with your display campaigns.
Reaching just the right audience is at the crux of every successful campaign. We continue to invest in powerful targeting technologies that enable this. Let’s look at what you can do today to reach your audience on the GDN.
Contextual targeting.
What consumers read, right now at this very moment, says a lot about what they’re thinking about, making it a great opportunity to connect them with your message. Our sophisticated
contextual targeting
algorithm continually scans the millions of web pages in our network, understanding what they’re about, in real-time. Using this information, we automatically show your ads to the right users at the right time. It’s similar to our search technology that does a good job of finding relevant web pages for searches, increasing advertising engagement and reducing the clutter of irrelevant advertising. Contextual targeting works well for advertisers looking to generate conversions (like sales) through always-on direct response campaigns. However, you can also use contextual targeting for branding. For example, an advertiser who wants to associate their brand with environmental consciousness can contextually target their ads to appropriate pages with keywords like “green energy” or “green living”.
Placement targeting.
What if you already know your audience is concentrated on specific websites?
Placement targeting
allows you to specify individual placements where you’d like to show your ads. Unlike contextual targeting, keywords aren't required; you simply choose the placements you’d like to target. A placement can be a website, or a subset of a site. For instance, if you're selling tennis gear and you’d like your ad to appear on a particular tennis website, or only on sports pages of a newspaper, you can specify that.
Ad Planner
or the
Placement Tool
can help you identify placements for your campaign.
Remarketing.
Earlier this year, we announced
remarketing
, to help you reach users on the GDN based on their past interactions with your website. Remarketing is extremely effective because it targets a highly-relevant audience. With it, you can target users who:
have visited your website or viewed specific product categories on your site
didn’t convert or who abandoned their shopping cart
have converted (in order to up- or cross-sell to them)
If you’re already driving traffic to your site through other means, like contextual targeting or your search ads, remarketing is a great complement to those efforts to increase your return-on-investment (ROI).
Interest category marketing.
Currently in beta,
interest category marketing
allows you to reach people based on their interests. Leveraging the technology behind our contextual targeting engine, user interests are determined based on the type of web content they previously viewed. You can select from a list of interest categories (such as sports enthusiast or travel enthusiast) and we’ll show ads to people whose interests we think map to those categories. You can use interest categories in conjunction with contextual, placement and remarketing campaigns. Additionally, the
Ads Preferences Manager
gives users transparency and choice, enabling them to see the interest categories we think they fall into, add and remove categories, or opt out altogether.
Fine-tune targeting by adding
geography and language
,
time
, and
demographic bids
, or focus your brand presence with
above-the-fold targeting
. Further, you can apply a robust set of exclusions at the site, category or keyword level based on your goals and performance.
Whichever targeting options you choose, with the Google Display Network, precision doesn't have to come at the cost of scale. There is an Internet of opportunity, across mass-media, brand-name sites, all the way down to blogs, social networks, and local news. For every site you can name about a particular topic, there are dozens more you've never heard of that attract tens of thousands of monthly visitors.
We’ll see you next week, when we’ll talk about measuring and optimizing your display campaigns.
Posted by Emel Mutlu, Marketing Manager, Google Display Network
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