google content network
DESCRIPTION
Best Practices for the Content Network - by Naomi Sela, Media Director at Compucall Web Marketing.TRANSCRIPT
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www.compucall-usa.com
Best Practices for the Content Network
Compucall Web Marketing
Partner
www.cwm.co.il
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Hey! MY Name: Naomi Sela Position: Media Director at CWM Doing SEM for 5 years [email protected] Twitter.com/naomiki_s Facebook.com/naomiki
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• General browsing• CPC vs CPM• Branding vs ROI• Optimization: themes• Optimization: settings• Creative Optimization• Expand your reach• New and Soon to Come
Agenda
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General Browsing: Audiences are shifting from offline to online media
Source: Susquehanna Financial Group, LLLP; The Big Picture: Internet Advertising Growth Themesand Beneficiaries, January 09, 2007; Online Publishing Association; Nielsen//NetRatings
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CPM vs. CPC?
CPM text ads &CPC/CPM display adsoccupy entire ad unit
CPC text ads occupy a slotwithin an ad unit
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CPM vs. CPC?
Category targeting CPCKW targeting CPC
KW targeting CPCPlacement targeting CPC
KW + placements CPC
Category targeting CPMKW targeting CPM
KW targeting CPCPlacement targeting CPC
KW + placements CPC
+ Volume
+ Targeting control
Direct responseCPC
BrandingCPM
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Optimization: Use Pre Defined Themes and Site lists
EconomicsNewsSportsEntertainmentTechSocialShopping
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Optimization: Refine!
Exclude sites, categories, page types
Exclude demographic segments
Bid more for specific age / gender
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Creative Optimization: Banner Ads – Compare apples to apples
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Expand Your Reach
Select placements matching your audience (PPR) Use enhanced campaigns Target users who visit sites outside of their
country: English, Arabic, Russian YouTube
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New and Soon to Come
New: Exclude Below the Fold Placements Soon: Remarketing / Retargeting