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Video Transcript: Let’s talk about different ways to go find them, to target that audience that you want to reach. There are three main ways. The easiest to get your head around is what Google calls placements, in other words websites. The next one then is based on the content of those sites. There are two parts to that. And the funky one, which remarketing is part of is the behaviour of those visitors. We’ll start with placements because that is the easy one to get your head around.

If I’m Cara & Co, I may decide that a lot of my prospects hang out on the Vogue forum. There are massive amounts of traffic on Vogue forum and I’ve decided in advance that’s where my market hangs out. I want to show an ad there, so I can give a Google a list of websites. I can be very specific with those URLs. I can say this page on this site or as per the example a little earlier, the Lifestyle section of The Age, the travel section of the Sydney Morning Herald.

Question: So if you were getting a lot of traffic in Analytics from a particular referral site, would that be a good place to run ads?

Mike: You’d certainly go and check. The question, which I think you all heard is if you’re getting a lot of traffic from a particular referral source in Analytics that we saw before and you’re getting all this traffic from blog abc, would that be a good place to go advertise? If they’re part of Google Display Network, absolutely. Go visit the site. See if they’ve got Google ads on there, plug that into the system.

Now typically this isn’t where we start. Typically we let Google do the heavy lifting of figuring out which sites might be good for us. There are 2,000,000 sites in this placement network. There is no published list, no one knows who they all are. Google doesn’t share that data, but you’ll often have, particularly for the agencies in the room, you’ll often have clients who say I want to see my ad on this site. We actually ran a campaign recently for a client where we targeted their page on product review.

If someone has gone to all of that trouble to go find them on product review, I don’t want them seeing some other lawyer’s ad on that page. I want to show an ad that says, now you’ve read our reviews, come check out the range. They’re probably at the pointy end of the funnel if they’re reading reviews about us, they’re probably getting close to buying. So targeting that very specific page on product review because I know that product review page gets a lot of traffic.

One way to go and find those sites is the cunningly titled Placement Finder tool in your Google AdWords account. Unlike the keyword tool, you need to be logged into an AdWords account to make use of this. You throw in a word or a phrase just like the keyword tool that we’re all used to, real estate, and it spits out a whole bunch of suggested placements. Now again we don’t tend to use this in our agency a lot but it’s maybe worth having a look at.

The other way you can use this is to throw in the website of one of your competitors or a website that you think might be where your prospects hang out and see what suggestions it comes up with that are similar to that website. You can see the example there: category, apparel. Categories we’ll get into. They’re now called topic targeting. That’s another way to do it.

You can plug in a high level category there and say, show me sites that you think match this category. That’s harder because you have to know what to type in there. Just like the keyword tool, all the usual options, set that to Australia not the whole world. It will give you more useable data. So that’s one option.

There is also the now called Google Ad Planner. It used to be the Double Click Ad Planner tool. You can go there and for bigger sites it will give you some additional data about that site: a little bit of demographic data, some other sites that people visit. There is a part of that tool where you can say, only show me sites that I’m able to advertise on through the GDN.

So if you really want to be in control and choose the sites where your ads show, there are a few options of picking that list of placements. It’s not where I suggest you start. Because there are 2,000,000 sites and over a billion pages on this Google Display Network and nobody knows what they all are, let Google do the work.

So we’re going to tell Google the theme of the page that we want it to find. I’ll explain what I mean by the word theme in a minute and how we do that. All you’ve got to think of is, all I’ve got to give it is the type of page that I want it to go find and tell it to put my ads there. As long as that makes sense, you’ll be good.

There are two ways that we can do that, the simple way and the slightly harder but better way. The simple way is this thing called topics. Like I said, over a billion pages and Google has categorized every single one into one or more topics. A little example, in the Home and Garden there is about eighteen high level topic categories, of which home and garden is one. Then it breaks it down into all these sub topics and sub sub topics and sub sub sub topics.

So I can say, go find all the home storage and shelving pages that you know of in these 2,000,000 sites and show my ads there. I don’t know what they are, but Google, you do. Only show my ads to people on all these sites if they’re in Melbourne on a Tuesday afternoon, or whatever you want for your targeted internet advertising.

Targeting your audience can be done a lot easier with the help of Google. Thus, it is important for you to learn how Analytics work and how to use it for your business success. Visit this page today for details on these.

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