Reach the Right Audience at the Right Moment with Display Ads - Google Best Practices Video Lecture | Making the Most of Display Advertising - Google Best Practices - Marketing

- Hello world!
Welcome to our ongoing video series
on the Google Display Network.
My name is Tran Ngo, and I'm
a product marketing manager
here at Google, focused
on display best practices.
In this video, we're going to talk about
reaching the right audience
at the right moment.
I'll be covering four things.
First, re-engage past site
and app visitors with remarketing.
Second, enhance your remarketing
with similar audiences.
Third, find additional customers
with keyword targeting
and in-market audiences.
Fourth, automate your targeting
with display targeting optimization.
First, you'll want to re-engage
past site and app
visitors with remarketing.
There are three sources you can
pull for your remarketing list.
The first is desktop and
mobile website visitors.
You'll want to focus on a few top lists,
like all site visitors,
category page viewers,
cart abandoners, product page
viewers, and past converters.
Your second remarketing list
can include mobile app users.
Their two main use cases
for mobile app remarketing:
driving conversions or app re-engagement.
To drive conversions,
your remarketing list
should include product
viewers or cart abandoners.
To drive app re-engagement,
your remarketing list
should focus on lapsed or inactive users.
The third source that you could pull
for your remarketing list, are
your YouTube video viewers.
Once you link your AdWords
account and YouTube channel,
create video remarketing lists
based on your YouTube viewers
and specific actions they've
taken with your channel.
Second, extend the reach of your
remarketing campaigns
with similar audiences.
You can find new look-a-like audiences
who share interests with those
on your remarketing list,
and when they're used together,
we've found advertisers can grow
their remarketing conversions by up to 38%
compared to using remarketing alone.
Third, find additional customers
with keyword targeting.
You can show new customers
contextually relevant ads.
Just keep in mind that
all display keywords
are broad match, so you
don't want to waste time
with variations or long tail terms.
If you're a search advertiser, you can use
top performing keywords
from your search campaigns.
And then when you're building
out the campaign structure,
you can use your website
taxonomy to inform the structure.
The last thing you want to keep in mind
is that you can add keywords
based on broad concepts,
and then structure them in
tightly themed ad groups.
Another way to find new customers is
with in-market audiences.
These are highly qualified people
who are actively researching products
or services in your category.
Lastly, automate your targeting
with display targeting optimization.
There are two options.
The first is conservative targeting,
when you want to drive
additional conversions
based on your business
goals or target CPA.
This setting is on by default.
The second option is aggressive targeting,
when you want to drive
even more conversions,
but you have some flexibility
with your business goals or target CPA.
So let's recap how to
reach the right audiences.
First, re-engage past
site and app visitors
with remarketing.
Second, enhance your remarketing
with similar audiences.
Third, find additional customers with
keyword targeting and in-market audiences.
And lastly, automate your targeting
with display targeting optimization.
Thanks for watching and tune in
for the rest of our video series
on how to make the most of
the Google Display Network.