GDN Remarketing – Enhanced Targeting
Remarketing on the Google Display Network (GDN) is fast becoming a must for advertisers previously focused on ROI through search campaigns. It represents a safer option for expanding into display; targeting only consumers you know have visited your site before and have shown interest in your products. Advertising in this way can be very powerful and many advertisers would expect remarketing campaigns to hold their own, rather than attribute higher acquisition costs whilst factoring the branding impact that display networks can have. So what if the results from your remarketing campaigns are not as effective as hoped? Using enhanced targeting might just be the answer you were looking for!
Placement Enhanced Targeting
Focusing your remarketing efforts on specific sites is a great means of refining your bidding strategy to measure ROI and test specific sites. By running placement performance reports, you may already be aware of which placements tend to perform well so knowing where to retarget consumers can be very powerful to improve conversion rates and ROI.
One may also look to target placements purely on their content. A chocolatier, for example, may feel re-targeting consumers whilst they are browsing websites about flowers is a good strategy.
Moreover, one may even look to target a placement using audiences and keywords: for example, our chocolatier re-targets YouTube with flower keywords.
Keyword Enhanced Targeting
If you run GDN campaigns, chances are keywords play a large part in helping you find placements for which to show your ads. Adding relevant keywords to your remarketing campaigns can be effective in controlling where your ads show. Combining audiences and keywords helps refine where you show ads to users. So if a consumer was looking at a specific product on your website without purchasing, re-targeting them whilst they are on sites with content about the same product may indicate they are still in the buying phase, making it a good time to show ads to them.
Topic Enhanced Targeting
In addition to keyword enhanced targeting, topic targeting can help refine where your ads are shown. The principle is the same as for keywords; however, topics are the broadest form of targeting on the GDN and would allow greater reach if using keywords refines targeting too much.
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