Adding to track of PPC and social media optimisation this session looked at PPC beyond Search Expanding current PPC search campaigns, looking for new opportunities, tactics and understanding between local media ads, mobile and many new display options.
Stating that "old display has been shot in the head and is bleeding to death" and suggesting that PPC is finally evolving into the ‘New Display’, Andrew Girdwood gave us a whistle stop tour of biddable media platforms.
Other Networks to consider
Where to begin?
There are so many types of display that you can buy – having an understanding of where to begin is a good start. Using the ‘strength of intent’ – we know about individuals and what they do, what we need to understand is what they want to buy. Retargeting is the strongest form of intent, so we really need to understand what it is. It is also a good starting point as Google Adwords provides retargeting capability, so it is relatively easy way for search marketers to get to know how it all works.
Retargeting is not what people think it is
When people talk about retargeting, they automatically assume site retargeting. There are different types of retargeting and can become a conquesting technique as opposed to just conversion.
It’s 2012 – are we still talking about the same IAB ad units?
15 seconds, 3 loops, 40 Kb in size etc etc. Still the world of display is catering to the lowest common denominator based on the amount of display that is served worldwide. However, used creatively, different types of retargeting can create a new type of display. Currently Chango are working on search retargeting. Using the example of a potential customer that may have searched for Lion King tickets, but does not visit a site. It is possible to retarget that prospect with a ticketmaster display ad where the search box is populated with the search term ‘Lion King Tickets’, even though that visitor has never visited Ticketmaster. This could also work for local ads, specific product searches – pretty potent stuff! However, try not to be a retargeting stalker – it could put off your audience.
Handy Sites and Tools, Testing and New Display