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How to Make Your Display Channel Work By Grace Kaye

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Conquering Google Display & Gmail Ad Targeting. PRESENTATION: How to Make Your Display Channel Work - Given by Grace Kaye, @gracelucykaye - Brainlabs Digital, Head of Programmatic. #SMX #24C

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How to Make Your Display Channel Work By Grace Kaye

  1. 1. #SMX #13C @Gracelucykaye How to make your display channel work
  2. 2. #SMX #13C @Gracelucykaye Ads can be terrible
  3. 3. #SMX #13C @Gracelucykaye What makes them great?
  4. 4. #SMX #13C @Gracelucykaye Short term Long term 1. Know your audience Free audience insight tools Basic analytics CRM system Analytics Sense check everything!
  5. 5. #SMX #13C @Gracelucykaye Short term Long term 2. Expand your audience Tag/pixel on site Similar/lookalike audiences DMP Use it for blocking as well as prospecting!
  6. 6. #SMX #13C @Gracelucykaye Short term Long term A/B Test Dynamic creative 3. Hypothesise, test - then execute Don’t over-test
  7. 7. #SMX #13C @Gracelucykaye
  8. 8. #SMX #13C @Gracelucykaye Short term Long term Internal Attribution model 4. Align your media
  9. 9. #SMX #13C @Gracelucykaye
  10. 10. #SMX #13C @Gracelucykaye Short term Long term Optimise Betas 5. Be Proactive
  11. 11. #SMX #13C @Gracelucykaye 3. How are people reacting? MANUAL OPTIMISATION BOTH!AUTOMATED BIDDING
  12. 12. #SMX #13C @Gracelucykaye
  13. 13. #SMX #13C @Gracelucykaye
  14. 14. #SMX #13C @Gracelucykaye Technology What makes them great? Know your audience Expand your audience Hypothesise, test and execute Align your media Be proactive What makes them great? Technology
  15. 15. #SMX #13C @Gracelucykaye LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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