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Targeting

Targeting. Limor Nadav-Greenberg | Solution Specialist March 2011. Agenda. What is Targeting Targeting options in MM: Geo Targeting Retargeting Site Keywords Q&A. Have clients asked you for Geo Targeting capabilities?. Targeting capabilities. Retargeting. Geo targeting.

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Targeting

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  1. Targeting Limor Nadav-Greenberg | Solution SpecialistMarch 2011

  2. Agenda • What is Targeting • Targeting options in MM: • Geo Targeting • Retargeting • Site Keywords • Q&A

  3. Have clients asked you for Geo Targeting capabilities?

  4. Targeting capabilities Retargeting Geo targeting Publisher data

  5. Meet Joe… • Joe is the Digital Marketing Manager of Greatland Airlines - an international airline company. • Greatland Airlines wants to target users in different Geo locations with relevant ads.

  6. What Greatland Airlines wants… Target users in different locations with different set of ads: New York: Washington: …

  7. How do I target audience with specific ads? All you need to do is: • Create the delivery group with the relevant set of ads • Create the target audience • Select the target audience for this delivery group • Attach the delivery group to the relevant placements 1 This session will focus on this step. 2 2 3 4

  8. Let’s switch to the system to see how it works!

  9. Target Audience Set Up • Manage  Target Audiences • Saved on the account level • Can be used in multiple campaigns (simultaneously or not). • Can be used for different advertisers • (unless Retargeting is being used. In that case – the TA will be available for campaigns of this advertiser only).

  10. Target Audience Set Up Mandatory fields: • Account Name (enabled for AMs / parent accounts only) • Audience Name • Tip: give a meaningful name that will be easy to find, and clear to users who analyze the reports.

  11. Geo Targeting

  12. What Greatland Airlines wants… Greatland will repeat this process for every target audience they want to create: • NY • WA • CA • FL • … Let's see what other targeting abilities we have…

  13. Retargeting

  14. Site Keywords (Publisher Data)

  15. Site Keywords (Publisher Data) In low seasons, Grealand Airelines has special deals for businessmen. They want to serve this group ads that contain business class deals. They bought media from a publisher (MSN) which can provide this data on users. Now they want to know whether we can support that.

  16. Serve a targeted ad according to information about the end-user that is passed by the publisher at runtime. Targeting – Site Keywords Ad Ad Publisher MediaMind Male Male, 18-22

  17. Site Keywords Implementation • Verify that the publisher can send us information. • Understand what values will be passed to us. We need to know what information will be sent to us, and make sure it is concatenated properly in the appropriate place on our tag. • Location on tag: <MDMD Tag… …kw=PublisherInformation> • Format: separate multiple values with one of the following chars: | & ; (For example: kw = Focus;Corolla;Mazda3). Do not put the values in brackets. • Enter the values in the UI • Use commas to separate between multiple values. Do not use spaces between values. • If multiple publishers are expected to send data – use 'Add another site' as the values may not come in the same format.

  18. Site Keywords

  19. Can we use multiple conditions in same TA?

  20. Target Audience List

  21. TA Statuses Unattached to Delivery Group Attached to Delivery Group

  22. Target Audience History

  23. Q&A

  24. Targeting Tic Tac Toe 1 2 3 Your advertiser wants to target people indifferent cities with different creatives, what would you advise him to do? A new advertiser asks whether we can target users that have visited his site, and also reside in a certain area. What would you answer? A car manufacturer wants to target users based on which cars they were searching in an on-line car magazine. What would you tell him? X X X X X X X X Your client is a TV entertainment company, and they want to serve promotions to the new hit TV shows up until it is broadcasted (which is at different hours in different states). What would you advise? “Target” wants to run a campaign with us, where they are serving local promotions to users that reside around their local stores. Those areas are not classic DMA, but a collection of zip codes. Can we support such target audiences? 4 5 6 Can the same target audience be used across advertisers? O O O O O O O O O O O 7 Would you advise clients to use multiple conditions in the same target audience? If so - when? 8 9 Can the advertise target based on demographic data? Can we target audiences in multiple sites simultaneously?

  25. End of Part 1 Time for a Break

  26. “Site Key-Values”

  27. Serving Decision • If a user matches multiple target audiences in different delivery groups , the serving will be as follows: • Retargeting: wins • Second best: Site Data • Third: Geo Data

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