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Tag: Display

Audit Google Display Placements Like a Boss

May 28, 2020 No Comments

Understand the importance of being diligent on display campaign auditing to reduce wasted spend, gather quality data, and narrow down your target audiences.

Read more at PPCHero.com
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Create Google Display Countdown Ads Using Rules: Getting Creative With Ad Customizers

May 26, 2020 No Comments

Want to create urgency to purchase with your display ads? With a little creativity, you can create countdown ads even though it’s not a default option!

Read more at PPCHero.com
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Display and search advertising: Top three strategies to expand your audience across channels

February 24, 2020 No Comments

Omnichannel advertising can be complicated. Digital marketers today have an unlimited number of tools at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.

But how do you know which channel or channels to use to achieve these goals? Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a PPC campaign in Google Ads. There are no creative assets or media buyer required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.

Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform, or DSP, or a relationship with an agency to manage the campaigns on your behalf.

But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).

Here are three strategies to effectively combine search and display advertising for maximum results:

1. Cast a wide net

If you’re looking to find more new customers and don’t have a ton of traffic on your existing site or searching for keywords you’re targeting with search, the first step is getting more site visitors. This is where programmatic display advertising comes in handy — it offers a scale that paid search campaigns can’t, at a better price point. If you have a big promotion coming up in a few months, it’s a good idea to increase spending on brand awareness tactics well in advance, in order to have larger retargeting and lookalike pools ready to go when your promotion is ready to launch. So start by casting a wide net with display, and then continue to adjust and refine your targeting parameters as time goes by to optimize performance and find your next best customer.

2. Retargeting

Once you have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a paid search campaign for sneakers and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, you can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Your specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road.

3. Contextual targeting

If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your programmatic campaign. While this strategy doesn’t directly link the two channels, it does allow you to further refine your audience targets. For example, if “athletic shoes” is something that a lot of people are searching for and is driving people to your site, you could create an “athletic” contextual segment to target with display advertising.

Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of your campaigns and decrease your cost per acquisition.

Jason Wulfsohn is Co-Founder and COO of AUDIENCEX, a programmatic advertising and trading desk.

The post Display and search advertising: Top three strategies to expand your audience across channels appeared first on Search Engine Watch.

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This tactile display lets visually impaired users feel on-screen 3D shapes

November 2, 2019 No Comments

Using a computer and modern software can be a chore to begin with for the visually impaired, but fundamentally visual tasks like 3D design are even harder. This Stanford team is working on a way to display 3D information, like in a CAD or modeling program, using a “2.5D” display made up of pins that can be raised or lowered as sort of tactile pixels. Taxels!

The research project, a collaboration between graduate student Alexa Siu, Joshua Miele and lab head Sean Follmer, is intended to explore avenues by which blind and visually impaired people can accomplish visual tasks without the aid of a sighted helper. It was presented this week at SIGACCESS.

tactile display2The device is essentially a 12×24 array of thin columns with rounded tops that can be individually told to rise anywhere from a fraction of an inch to several inches above the plane, taking the shape of 3D objects quickly enough to amount to real time.

“It opens up the possibility of blind people being, not just consumers of the benefits of fabrication technology, but agents in it, creating our own tools from 3D modeling environments that we would want or need – and having some hope of doing it in a timely manner,” explained Miele, who is himself blind, in a Stanford news release.

Siu calls the device “2.5D,” since of course it can’t show the entire object floating in midair. But it’s an easy way for someone who can’t see the screen to understand the shape it’s displaying. The resolution is limited, sure, but that’s a shortcoming shared by all tactile displays — which it should be noted are extremely rare to begin with and often very expensive.

The field is moving forward, but too slowly for some, like this crew and the parents behind the BecDot, an inexpensive Braille display for kids. And other tactile displays are being pursued as possibilities for interactions in virtual environments.

Getting an intuitive understanding of a 3D object, whether one is designing or just viewing it, usually means rotating and shifting it — something that’s difficult to express in non-visual ways. But a real-time tactile display like this one can change the shape it’s showing quickly and smoothly, allowing more complex shapes, like moving cross-sections, to be expressed as well.

tac

Son Kim, an assistive tech specialist at the Vista Center and collaborator on the project, demonstrates the device.

The device is far from becoming a commercial project, though as you can see in the images (and the video below), it’s very much a working prototype, and a fairly polished one at that. The team plans on reducing the size of the pins, which would of course increase the resolution of the display. Interestingly another grad student in the same lab is working on that very thing, albeit at rather an earlier stage.

The Shape Lab at Stanford is working on a number of projects along these lines — you can keep up with their work at the lab’s website.

Gadgets – TechCrunch


How Social Advertising is Reinventing Our Display Marketing Strategies

July 21, 2019 No Comments

facebook-ads-google-displayIn today’s world, there is rarely a PPC Marketing Strategy that does not include or even toy with the notion of creating either a Facebook Ads or Twitter Ads campaign(s) at some point in the strategy life-cycle. Because of this, marketers are developing and testing different audience segments based on interests, household income, marital status, exercise habits, etc… Frankly, it has changed the landscape of online marketing as we know it. In this post, I will talk about the importance of leveraging the targeting abilities within Facebook Ads and how it can benefit your next Google display campaign.

Facebook Ad’s Demographic Targeting Abilities

The targeting abilities in both Google Display and Facebook Ads are similar with regard to Demographics and Topics/Placement. However, truth be told, Facebook is just far more superior to marketers based on their the deeper targeting options and more precise segmentation abilities. So without further ado, lets talk about the similarities and how marketers can harness what they have learned from Facebook and apply to Google.

As you can see from the screenshot below ↓, Google Display provides similar demographic targeting options as compared to Facebook. They allow marketers to choose Genders, Ages and even Parental Status. However, there is one major “elephant in the room” here that skews all of this and that is the dreadful UNKNOWN that we see in all of our data reports. These unknowns are basically people that Google can not identify to be associated with any or all of the targeted options selected. (In Facebook, they have the same problem). The common issue is that not all people want to disclose their information to the platforms, hence making it more of a “ballpark” than a “hole in one”

Demographic targeting in PPC Marketing

The Fuzziness with Google Topics Targeting

In Google Display, we have the ability to select specific topics and/or placements where we want to advertise our display banners and text ads. In the screenshot below ↓, I have provided a small example of how we can target the topic(s) of Coffee & Tea. But here’s the catch. In Google, we have an INTENT problem with our ability to choose specific audiences based on these very generalized topics. Meaning, the Coffee and Tea audience found in Google could be anything from Coffee Market Financials to the Health Benefits of Green Tea, but NOT specifically the Coffee and Tea drinkers. It is this little dilemma that forces marketers to add another layer of targeting to try and “hone in” on their preferred audience. That extra layer is called Placement targeting, but there are some extra steps that are needed to get the most out of it.

Extra Effort needed with Google Placement Targeting

Placement Targeting is the closest thing to to Facebook Ads in terms of reaching specific brands or interests that possess a higher level of intent to make a purchase. However, there are some common issues with placement targeting that marketers need to know before they start spending their ad dollars.

  • The partnering websites in this network are common Adsense customers. They can vary from being very authoritative and prominent like (CNN, Nytimes, etc..) all the way to suspicious arbitrage sites where all they do is drive up impressions and cost (yes, they still exist)
  • Marketers are often missing out on potential site partners because Google’s own search engine is not up to date on listing all of them (meaning, there are great sites that are a part of the Adsense network that are not listed in their directory). This hiccup forces marketers to do their own research to find those sites and they need to be added manually.

In Conclusion:

The targeting abilities within Facebook Ads have become an absolute “game changer” in the PPC marketing world. It has made such an impact that it’s starting to question Google’s own targeting abilities within the display network. The FBA platform allows advertisers to reach those avid Coffee and Tea drinkers by targeting everything from certain Brands, Flavors, Keurig Cups, Brewing types, etc… However, simply eliminating Display from their strategy is not a wise choice, considering the missed opportunities in reaching that additional audience. If there is one take-away from this article, it is to take what they have learned from Facebook Ads and apply them to their display campaigns.


PPC Marketing Consultant | Google Ads Agency


Galaxy S10 takes the ‘best smartphone display’ crown

March 6, 2019 No Comments

As you may have gathered from our review of Samsung’s Galaxy S10, it’s a very solid phone with lots of advanced features. But one thing that’s especially difficult to test is the absolute quality of the display — which is why we leave that part to the experts. And this expert says the S10’s screen is the best ever on a smartphone.

Ray Soneira has tested every major phone, tablet and laptop series for many a year, using all the cool color calibration, reflectance and brightness measurement and other gear that goes with the job. So when he says the S10’s display is “absolutely stunning and Beautiful,” with a capital B at that, it’s worth taking note.

OLED technology has advanced a great deal since the first one I encountered, on the Zune HD — which still works and looks great, by the way, thank you. But originally it had quite a few trade-offs compared with LCD panels, such as weird color casts or pixel layout issues. Samsung has progressed well beyond that and OLED has come into its own with a vengeance. As Ray puts it:

The Absolute Color Accuracy on the Galaxy S10 is the Most Color Accurate Display we have ever measured. It is Visually Indistinguishable From Perfect, and almost certainly considerably better than your existing Smartphone, living room HDTV, Tablet, Laptop, and computer monitor, as demonstrated in our extensive Absolute Color Accuracy Lab Measurements.

The very challenging set of DisplayMate Test and Calibration Photos that we use to evaluate picture quality looked absolutely stunning and Beautiful, even to my experienced hyper-critical eyes.

Make sure you switch the phone’s display to “natural mode,” which makes subtle changes to the color space depending on the content and ambient light.

And although he has enthused many times before about the quality of various displays and the advances they made over their predecessors, the above is certainly very different language from, for example, how he described the reigning champ until today — the iPhone X:

Apple has produced an impressive Smartphone display with excellent performance and accuracy, which we cover in extensive detail below. What makes the iPhone X the Best Smartphone Display is the impressive Precision Display Calibration Apple developed, which transforms the OLED hardware into a superbly accurate, high performance, and gorgeous display, with close to Text Book Perfect Calibration and Performance!!

High praise, but not quite falling all over himself, as he did with the S10. As you can see, I rate smartphone displays chiefly by the emotional response they evoke from Ray Soneira.

At this point, naturally, the gains from improving displays are fairly few, because, to be honest, not many people care or can even tell today’s flagship displays apart. But little touches like front and back sensors for ambient light detection, automatic calibration and brightness that take user preferences into account — these also improve the experience, and phone makers have been adding them at a good clip, as well.

No matter which flagship phone you buy today, it’s going to have a fantastic camera and screen — but if you like to see it all in black and white, read through the review and you’ll find your hopes justified.

Mobile – TechCrunch


How Social Advertising is Reinventing Our Display Marketing Strategies

February 25, 2019 No Comments

facebook-ads-google-displayIn today’s world, there is rarely a PPC Marketing Strategy that does not include or even toy with the notion of creating either a Facebook Ads or Twitter Ads campaign(s) at some point in the strategy life-cycle. Because of this, marketers are developing and testing different audience segments based on interests, household income, marital status, exercise habits, etc… Frankly, it has changed the landscape of online marketing as we know it. In this post, I will talk about the importance of leveraging the targeting abilities within Facebook Ads and how it can benefit your next Google display campaign.

Facebook Ad’s Demographic Targeting Abilities

The targeting abilities in both Google Display and Facebook Ads are similar with regard to Demographics and Topics/Placement. However, truth be told, Facebook is just far more superior to marketers based on their the deeper targeting options and more precise segmentation abilities. So without further ado, lets talk about the similarities and how marketers can harness what they have learned from Facebook and apply to Google.

As you can see from the screenshot below ↓, Google Display provides similar demographic targeting options as compared to Facebook. They allow marketers to choose Genders, Ages and even Parental Status. However, there is one major “elephant in the room” here that skews all of this and that is the dreadful UNKNOWN that we see in all of our data reports. These unknowns are basically people that Google can not identify to be associated with any or all of the targeted options selected. (In Facebook, they have the same problem). The common issue is that not all people want to disclose their information to the platforms, hence making it more of a “ballpark” than a “hole in one”

Demographic targeting in PPC Marketing

The Fuzziness with Google Topics Targeting

In Google Display, we have the ability to select specific topics and/or placements where we want to advertise our display banners and text ads. In the screenshot below ↓, I have provided a small example of how we can target the topic(s) of Coffee & Tea. But here’s the catch. In Google, we have an INTENT problem with our ability to choose specific audiences based on these very generalized topics. Meaning, the Coffee and Tea audience found in Google could be anything from Coffee Market Financials to the Health Benefits of Green Tea, but NOT specifically the Coffee and Tea drinkers. It is this little dilemma that forces marketers to add another layer of targeting to try and “hone in” on their preferred audience. That extra layer is called Placement targeting, but there are some extra steps that are needed to get the most out of it.

Extra Effort needed with Google Placement Targeting

Placement Targeting is the closest thing to to Facebook Ads in terms of reaching specific brands or interests that possess a higher level of intent to make a purchase. However, there are some common issues with placement targeting that marketers need to know before they start spending their ad dollars.

  • The partnering websites in this network are common Adsense customers. They can vary from being very authoritative and prominent like (CNN, Nytimes, etc..) all the way to suspicious arbitrage sites where all they do is drive up impressions and cost (yes, they still exist)
  • Marketers are often missing out on potential site partners because Google’s own search engine is not up to date on listing all of them (meaning, there are great sites that are a part of the Adsense network that are not listed in their directory). This hiccup forces marketers to do their own research to find those sites and they need to be added manually.

In Conclusion:

The targeting abilities within Facebook Ads have become an absolute “game changer” in the PPC marketing world. It has made such an impact that it’s starting to question Google’s own targeting abilities within the display network. The FBA platform allows advertisers to reach those avid Coffee and Tea drinkers by targeting everything from certain Brands, Flavors, Keurig Cups, Brewing types, etc… However, simply eliminating Display from their strategy is not a wise choice, considering the missed opportunities in reaching that additional audience. If there is one take-away from this article, it is to take what they have learned from Facebook Ads and apply them to their display campaigns.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


Killer demand gen strategy, Part 2: Google Display Network targeting

November 14, 2017 No Comments

This is Part 2 of my blog series on crafting and executing killer demand gen strategies.

In Part 1, I discussed building out various personas to target, as well as how to craft the right creative. Now let’s chat through how to actually target these personas!

Both Google Display Network and Facebook have great audience targeting capabilities that allow you to get in front of your target audiences and the personas you have built out. Full disclosure: I was planning to wrap the GDN and Facebook together for this post, but both have so many features that they warrant their own edition.

So let’s dive into how to target your personas and audiences on the GDN, and save Facebook for Part 3.

Keyword contextual targeting (KCT)

Keyword contextual targeting is where you bid on keywords and Google will match you to pages relevant to your terms. You’ll notice two options when it comes to KCT:

  1. Content – shows ads on relevant webpages, etc.
  2. Audience – with this option, the ad will show on relevant pages and to people who might be interested in these keywords (so basically you are giving Google more control to do its thing).

My recommendation is to start off with Content, because you know exactly what you are getting into; don’t give Google control right away and make it hard to understand true performance. Content will have a lot less reach, but you have full visibility into things. As you begin seeing results, you can always adjust accordingly.

My general recommendation is to start off with your top 10-15 performing search terms – and then, of course, layer on demographic age and gender information so you are getting in front of the most relevant eyes.

Additionally, think about the personas you developed. In Part 1, I gave the example of a persona that loved celebrity fashion and gossip; building terms around those interests to get onto those pages is another way to get in front of the right eyes.

Custom Affinity Audiences

With Custom Affinity Audiences, you can input domains and Google will look at the types of users visiting those domains – makeup, demographics, topics of sites they visit, etc. Then Google crafts an audience similar to those users, which you can target.

With Custom Affinity Audiences, I recommend creating different audiences to target based off of:

  1. Competitor domains
  2. Industry-relevant websites
  3. Persona-relevant websites (think of the personas you have created and the types of websites they would visit)

In-Market Audiences

With In-Market Audiences, Google identifies people who are actively shopping for certain products and services. This is pretty clear-cut – choose In-Market Audiences relevant to your business.

Don’t forget to leverage the audience insights that Google gave you when developing your personas; those typically showcase other products/services that your core audience is typically in market for!

Refine your targeting to get closer to your target personas

For both KCT and In-Market Audiences, I recommend that you further refine your targeting by applying demographic layering onto those campaigns to get closer to your target personas. (With Custom Affinity Audiences, Google already incorporates demographic information from the data they pull as they analyze the audiences visiting the sites you enter.)

The above strategies are well worth testing out as you look to get in front of the right eyes and scale your business.

In part 3, we’ll dive into Facebook and how to best leverage its advanced targeting capabilities to get in front of your personas and target market!

Search Engine Watch


Optimizing Display Advertising in an Omni-Channel World

September 19, 2017 No Comments

We’re teaming up with DialogTech to tell you all about display tactics you can put in place for conversion success, both online and over the phone. DialogTech’s Blair Symes and Hanapin’s Stephanie White will show you the advanced strategies that will have a big impact on your display ROI.

Read more at PPCHero.com
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Tests put Galaxy Note 8 at the top of the smartphone display heap

August 28, 2017 No Comments

 If you like to keep on top of the latest display tech, you’re probably familiar with Ray Soneira’s exhaustive testing of the screens on the newest smartphones and other devices. His latest target is the Galaxy Note 8, and it turns out Samsung’s phablet sports the best screen they’ve ever seen on a phone. Read More

Gadgets – TechCrunch