I think I’d be the first to admit that I love wasting time on the internet. The number of hours I’ve spent (and carpal tunnel induced) playing Cookie Clicker and the Helicopter Game is borderline sickening. What’s even more sickening is how much money developers of those games have probably made from accidental or non-converting display ad clicks….
We're passionate about display advertising. That's why we've created this section of the blog to help you optimize your display ad campaigns and maximize the ROI of your media buys. And if you're as passionate about display advertising as we are, you might also want to check out our display ad retargeting software.
I’d venture to guess that most PPC managers share the same basic set of bid rules. It makes perfect sense, as most of us have the same general goal for bidding: find the perfect sweet spot between CPC and volume, usually driven by position. If CPA is high and position is high, drop bids. If CPA low and position is low, boost bids. Logical, right?
Typically when I’ve audited or adopted accounts, I tend to see the same basic bidding formula. Find keywords that are x-percent over goal for 30 days and drop bids by x%. These rules are set to run either on the same day of the week, once a week, or on the 15th & 30th of each month. Again, logical! We want to make sure that keywords are frequently evaluated….
Admit it. Most of us Search Engine Marketers are inherently skeptical of display advertising. After all, for years, we’ve been living in the throngs of the Google Content Network’s long tail of poor quality domains, coupled with an inability to truly measure the results of our rather high display spends. Indeed, the first move of many a PPC manager is to disable the Google Display Network (GDN) from their campaigns and watch the ROI soar. Sounds great, right?
Well, not quite. Like everything else in our industry, display has changed. What was once expensive, time consuming to implement, and hard to measure is now actually cost efficient, easy to implement, and inherently trackable, thanks to improvements made by Google, as well as the advent of Real Time Bidding. The fact of the matter is that if display is used properly, it can be a major boost to your campaigns and CAN actually generate a positive ROI. In this post, I’ll document a few steps you should take to make sure that your display campaigns rock….
Amazon is an innovator. Love them, like them, or hate them, the online retail giant has implemented some of the most successful sales measures in the history of online retail, and it looks like they may be adding RTB to the list.
Amazon knows a lot about its customers. Amazon knows what people have purchased, and shows them things that were purchased by people who purchased that very same thing, but along with, oh look, these other things, and wouldn’t you also be interested in them? Turns out that people are interested in those other things. …
If I said to you, “I’ll be bock,” in a somewhat menacing Austrian accent, you would most likely automatically associate what I’ve just said with an image of Arnold Schwarzenegger. Or, I could say “Hasta la vista, baby,” “Stick around,” or maybe even, “Consider that a divorce.” Either way, these tiny catchphrases are so ingrained into the part of our brains that operates the pop culture recognition segment that they are recognizable even to people who’ve not seen the movies that the quotes are from.
Believe it or not, there are things that can be learned from these Arnie one-liners that can be applied to search marketing. You’re sceptical. I know. Allow me to explain.
PPC pros face two constant battles: to be seen; to be clicked. There are a couple of aspects to this….
We did it again. We saw something we loved, and we just had to get a hold it for our clients. This time, we acquired ScienceOps – a small and beautiful company from Mount Vernon, Washington, just north of Seattle. Besides building algorithms for DARPA and NASA (seriously), over the past few years the rocket scientists at ScienceOps have been building the only optimization platform solely dedicated to increasing conversions and suppressing CPA for the Google Display Network – AdMetrica®. And boy does that thing ever work!
Want to increase conversions and leads, or up your level of brand awareness? Display retargeting can help—but determining the best type of display retargeting to use can sometimes be confusing. Would creative retargeting deliver the leads you need, or would site or search retargeting be a better option? Learn about the three main types of display retargeting, and how to make the most of each of them, in Marc Poirier’s article on iMedia Connection.
It’s no secret here at The Trade Desk offices that I’m a big fan of geo-targeting. I’ve been a geography nerd ever since grade school when I had to label a map with all of the US States and capitals. Fast forward 20 years and geo is by far my favorite variable in optimizing display campaigns.
Whether you’re creating custom geos or optimizing by state or province, there are a lot of efficiencies to be had by taking the user’s location into consideration when setting up and managing your display campaigns. Here are a few examples and tricks of the trade….
Following on from our Figaro Digital seminar on leveraging data in display, we were invited back along with Amaze, one of our clients, to the Figaro Digital Marketing Conference on 23rd November in London. Together, we explained more about how agencies use our performance media platform and delved deeper into how sophisticated reporting capabilities can support client’s efforts in areas such as retargeting.
We’ve been working with Amaze for over a year now and know just how important effective reporting is for maintaining their excellent client relationships. Making reporting quick and painless lets the agency spend more time analysing the data and advising their clients on how to further optimise results.
Getting reporting right also helps agencies focus attention on matters such as integrating data, channels and campaigns to deliver a wealth of retargeting and attribution benefits. If you’re interested in how you can drive display success through incorporating search data, or whether to approach attribution modelling from an equal weighting or recency model, this presentation will help.
Take a look at the video on Figaro Digital’s site to find out more.