Views: 0 Author: Site Editor Publish Time: 2021-11-24 Origin: Site
We have learned that the powerful function of the remarketing display advertising network is to use relatively low CPC costs to induce purchasers to click twice and multiple times to form 'repurchase'. It cooperates with search advertising to form a closed loop of online marketing, which has achieved great results. !Leverage display channels to influence customer decisions in advance.In fact, in addition to remarketing audience positioning, our backing is also a display advertising campaign positioning method that can attract new types and help enterprises expand. It can cover 90% of Internet users around the world and includes more than 3 million+ publisher websites. , 650,000 applications, discover more potential customers, and make it easier for advertisements to reach target customer groups to achieve higher marketing goals.Let’s take a look at other positioning methods.
The delivery methods introduced to you today include four categories: keyword positioning, interest/custom intent audience positioning, placement positioning, and topic positioning.
1. Positioning tool setting selection
When setting targeting conditions, it is not recommended to impose too many restrictions. You can only set the audience, geographical location, and bid. There is no need to set the theme, ad delivery time, or other placements.This can make machine learning smoother and shorten machine learning time.Next, I will give you a more in-depth introduction:
1. Accurate keyword positioning - enable ads to be displayed on a large number of relevant web pages
As long as your keywords are related to the content of the website, the system will automatically place your ads on the corresponding website.When netizens search for relevant keywords placed by enterprises on the Google Display Network, ads will be displayed in front of them.With large coverage, low CPC, and relatively accurate delivery, B2B companies can give priority to applying this positioning method.
Select [Keywords] here - enter the company's main product words and select [Content]
Choosing keywords is important!Enter the account to extend the timeline. You can choose a period of 1 to 3 months, check the sorting number of conversions, and select keywords with relatively high conversion times. I would like to remind everyone that you can also refer to the data of search terms. Sometimes Google determines the keywords based on the placement. The search terms matched by the keyword will also bring very considerable conversion data, so it is recommended that you select 30-50 keywords with better results after referring to the keywords and search terms at the same time.
Audience positioning covers many types. What are the positioning methods for specific audience groups, which ones are suitable for B2B, and where can these positioning methods be found in the account? I will explain them in detail later!
2. Interest/Customized Intent Audience Positioning - Scope & Segment the Ideal Audiences Suitable for Your Business
1) Types of audience groups
When you add audience delivery methods to your ads, you will see a page like this, which is mainly divided into 3 categories and 6 types of audiences.
Affinity and Custom affinity are more suitable for B2C customers to develop new customers and expand their accounts. I won’t introduce them to you here. The following In-market and Custom intent are suitable for B2B customers. Their delivery is more accurate and they are also used to attract new customers. Methods; similar groups and remarketing are applicable to both B2B and B2C.
2) Audience positioning suitable for B2B companies
Account select 'Browse - what they are actively researching or planning':
Its audience is those who have learned about competitors' products and arrived at the specific URL product page. The company itself can choose to use machine learning to help us generate data that has specific interests in the audience, such as 'instruments and accessories', etc. You can select the corresponding interests and habits by entering product words/pre-understood interests and hobbies; if you want to go very in-depth, you can click the blue 'New Customized Intent Audience Group' and it will take you to the right In the interface, it is recommended that customers enter some keywords and web pages as a very accurate targeted delivery. The keyword selection method is the same as above. In addition to keywords, it is recommended that you enter competitor websites. It is recommended that you enter 10-20 products or For the category page, make sure that the people who arrive at this page are the people we want to catch. If you enter and create this kind of page, a customized audience group will be generated.(PS: It is not recommended that you enter the official website here. The customer traffic on the official website is very messy and there may be users who do not have strong intentions such as job hunting or learning about the company)
3. Placement positioning - select a specific display URL
Managed placements help you promote your brand by showing your ads on a specific site or group of sites in the Display Network.
Select [Ad Group]-[Placements]-[Add Placement]-[Enter Multiple Placements]-[Enter Placement List]-[Save].
Just enter one or more placements you want to target.
4. Topic positioning - ads are automatically placed on websites related to specific topics
Just as your business targets specific customers, your customers may also like to focus on specific topics.Topic targeting allows you to place your ads on pages related to a specific topic, whether it's agriculture, music, or something completely different.
Similar to keywords, topic targeting allows you to place your ads on any page on the Google Display Network that is related to the topic of your choice, and generally gets more impressions.Because content on the Internet changes over time, the pages where your ads appear will also change.To show your ads on these pages, simply select one or more topics that you think are relevant to your ads.
PS: Since topics have a broader meaning than keywords, compared with keyword positioning, topic positioning is not as specific as keywords, and the click cost is generally higher than keyword positioning.If you want to position the theme, if the budget is relatively low, such as 200~300, you must choose the theme more carefully. If the theme is not selected, whether it is large or small, it will affect the display and spending of the account.
Select [Ad Group]-[Topic]-[Add Topic]-[Select appropriate interests and industry-related topics]-[Save]
Just select one or more topics that you think are relevant to your ad.
2. Creation of advertising campaigns
The campaign creation process of the GDN Display Network is basically the same as that of remarketing display ads. The above mainly shows you the operation steps of targeting methods such as keywords, interests/custom intent audiences, etc. in the ads.(The detailed campaign operation process refers to the remarketing display ads mentioned above) Next, we mainly introduce the detailed settings of the campaign.
Display Network location, language, ad extensions, location premium targeting settings, display exclusions, placements, and negative terms (use ads for search campaigns, display ads cannot exclude phrases and exact match negative terms ) settings, and how to write ads correctly. Please refer to the article for specific settings: [Accurate placement of remarketing display ads, a big step to improve Google marketing effectiveness]
3. Production of advertising slogans
Let’s talk about some key points in writing advertisements (knock on the blackboard)!
1. Create 3 different slogans
Specific operations: Select one of the [Ad Groups] under [Campaign] - [Ads & Extensions] - [+] - [Responsive Display Ads], and then follow the instructions inside to set it up.
Create responsive display ads, which are the same as responsive search ads. They include 5 titles, 5 descriptions, and multiple images. Based on the customer’s current search status, multiple ad versions are generated by combining the creative resources you provide to create relatively relevant ads. Show to customers.
2. Picture requirements
No less than 5 pictures of various types (square and horizontal), logo: upload at least one picture of each size.
The more materials there are, the greater the room for machine learning, and the richer our advertising sites will be!
3. Bidding strategy
Here are 2 types of smart bidding recommended
1) Maximize the number of conversions: If it is a new campaign and the budget is sufficient, you can capture more conversions;
2) Target cost per conversion: For ad campaigns with certain promotion data, the conversion cost is given based on previous historical data.
4. Budget and target CPA allocation
The following is the percentage allocation of budgets for different promotion periods to the overall promotion campaign type. Enterprises can adjust the budget according to different promotion periods and budgets.
The target cost per conversion can be set to 1.5 times the cost of search advertising or 1.2 times the cost of remarketing based on the historical cost per conversion of the search campaign. In order to let the data run out first, you can set it like this in the first 2 weeks. After the learning period has passed, it will be about We will evaluate the performance again in 3-4 weeks (if the number of conversions during the period is <100, a derivative will be generated in that cycle), and then slowly adjust the bid.
As shown in the figure below, a client in the processing machinery industry used display advertising to increase ad exposure by 3.7 times, reduce CPC by nearly 80%, and increase conversion rate by 6.7 times!I believe you can also get more potential customers at a lower CPC by using display ads.
Today I would like to introduce the GDN display advertising network to you. In today’s highly competitive foreign trade market, search alone is not enough to cover more customer groups. Display advertising can help companies obtain greater customer acquisition opportunities at a lower cost and increase investment. response rate.I hope this sharing can help companies use display online advertising flexibly in terms of targeting. Let’s start using it now!For more effect improvement cases, please pay attention to our public account Siluzan Academy. I am Yaqian who has been working on the Internet for four years and knows a little bit about everything. See you in the next issue!
