Retarget in programmatic marketing - Adwords教程

- [Instructor] Retargeting with programmatic. There are a few specific principles I'd like to cover, which will expand your understanding of programmatic. Let's take a look. First, the audience, defining the intended audience. This is done through the targeting criteria. For search engine ads, it's the keyword someone types in. For programmatic advertising, the audience can be defined by demographics, keywords, behavior, websites visited, content viewed, and more. Next, the creative, what will be shown to the audience. Search ads are the most basic. They are text ads created with a campaign and triggered by the search term. Other campaigns utilize display ads, interactive ads, rich media, or video ads. When creating the campaign, the advertiser develops the creative in the form of text, rich media, or video and defines which creative will be used where and how to target the audience. Bidding or payment. The campaign parameters will define the cost of reaching the audience with the preferred media. By developing an automated campaign, the advertiser sets the prices that they are willing to pay to reach their intended audience with their message. This is typically priced at CPM, which is the cost per mil, the price for 1000 ad impressions. Automation platform. This is the engine that makes it happen. In search ads, it's Google ads or Bing ads. This is the system the advertiser uses to reach their audience across multiple websites and publishers. So search engine ads are programmatic, and so is retargeting. If you've ever visited a website and added something to the cart but didn't check out, chances are, you're going to see the ads for that product over the next few days. This is one of the easiest programmatic campaigns to develop. Let's look at how it works. If I'm browsing the LinkedIn Marketing Solutions site to see if advertising on LinkedIn would help my company, this makes me a first-party audience to LinkedIn Marketing Solutions, as I'm on the website. And even though I'm anonymous, my computer now has cookies from that page when I visited, and it also recorded which pages I viewed. After leaving the site, maybe I go to forbes.com to catch up on some of the latest news. And look what shows up, an ad targeted to the content and the product I just browsed. This means that LinkedIn is targeting users who visit the marketing solutions site, and utilizing those first-party cookies, match the ad with the audience that visited that page. The campaign is executed through an advertising platform such as Google, Facebook, or an advertising exchange. So, when users leave the website, the retargeting campaign triggers immediately to show them the ad. The campaign was already planned, set up, and automated to reach users in this exact scenario. Using the first-party data of that cookie, they can reach them with highly-targeted, personalized ads based on their visit to the website. I'm sure that you've seen this with products that you've shopped and didn't buy or other sites that you've visited. This is programmatic advertising at a smaller scale focused on first-party cookies. If you can follow this process, you'll get the larger programmatic picture.