A brief introduction to the new forms of biddable media that Google now offers: remarketing, dynamic display ads, dynamic remarketing and TrueView.
Remarketing with Google AdWords allows advertisers to show text or banner ads to users that have visited their website whilst they are browsing other websites on the Google Display Network.
For example, if a visitor comes to a website and views an item or product section on the site but does not purchase, the advertiser could set up a remarketing list that targets that person with a relevant ad in the hope of enticing them back to the site to make a purchase.
The process for setting up remarketing campaigns is as follows:
- A piece of code has to be added to every page of a website
- Then ‘remarketing lists’ can be created within AdWords, different lists can be created for different pages / sections of the site, and people can be filtered out (for example people that have converted)
- Engaging ads are created, either text or banner/image for each of the lists, specifically aimed at the group being targeted.
Remarketing to YouTube Viewers
Advertisers can also target YouTube and video partner site viewers in much the same way as remarketing targets their website visitors. This allows advertisers to reach millions of targeted viewers based on their past interactions with their videos or YouTube channel. This is also known as “video remarketing.”
Within AdWords for video, video remarketing lists can include viewers that have:
- watched or interacted with an advertisers YouTube videos
- subscribed to, or unsubscribed from their channel
- viewed an advertiser’s TrueView in-stream ads
- visited the advertiser’s YouTube channel
You can be very targeted with video remarketing as you can remarket to potential customers and filter by specific categories, such as topics, interests, keywords, geotargeting, etc.
There is also a range of creative ad formats available, such as the TrueView family of video ads and other creative formats (text, image, and rich media ads on the Google Display Network).
Dynamic Display Ads
Dynamic Display Ads automatically create image/banner ads that are most relevant to the user, based on the site they are on. For example if an advertiser sells an array of different products then Google will choose products from the advertiser’s site to display in the ad, that are most appropriate for the website on the GDN that is displaying the ad.
For instance if a website sells baby products and gardening products then Google would choose to place baby products in the ad that is showing on a parenting blog and gardening products on an outdoor / gardening blog.
For more information visit: http://www.google.com/ads/innovations/dynamicdisplayads.html
Dynamic remarketing is a new feature that Google is currently testing in beta. It allows advertisers to display a dynamic creative based on the products that have been viewed on their website using the Google Merchant centre feed.
It is basically a combination of Dynamic Display ads and remarketing, so Google recognises the individual products a user has viewed on an advertiser’s site and then dynamically inserts those products into the display ad shown on a site on the Display Network.
This means that if a user goes onto an advertiser’s website and views a particular product, a specific bird feeder for example, Google could then show that person a display ad containing that same product whilst the user is browsing another website on the GDN.
Companion Marketing (currently in beta testing)
This is another new feature that is currently in beta testing, it combines search marketing with the reach of display advertising. Companion marketing targets consumers who have demonstrated interest in any of the leading search engines, based on keyword searches, and allows advertisers to target those users across the GDN.
For example if a user searches for the phrase “luxury kitchen” on Yahoo! and clicks on a website providing luxury kitchen reviews that is on the GDN, Google could then show that user a display ad for luxury kitchens, if the advertiser has a Companion Marketing campaign set up for that keyword.
YouTube TrueView Video Ads
TrueView allows advertisers to display video ads on YouTube based on other video content or user searches, and the advertiser pays only when a viewer watches the ad – not by the ad impression.
There are several ad formats available including; TrueView in-stream, in-slate, in-search and in-display:
- In-stream ads play like a TV-style ad before, during or after another video from a YouTube partner. The viewer sees 5 seconds of the video ad and then they can choose to keep watching or skip it. The advertiser is charged for the view if the ad is watched for over 30 seconds or to the end of the video (whichever comes first).
- In-slate ads show before YouTube partner videos that are 10 minutes or longer. Viewers are given the choice to watch one of three ads or see regular commercial breaks during their video instead. The advertiser is charged for the view only when their video has been chosen.
- In-search video ads appear in a special promoted section of the video search results pages on YouTube and Google video results. The advertiser is only charged when their video has been chosen to be viewed.
- In-display ads appear alongside other YouTube videos, or on websites on the Google Display Network that match the target audience. The advertiser is charged for the view only when their video has been chosen to be viewed.