Display advertising as the performance marketing tool

Most advertisers install a remarketing tag and then target everyone who has ever visited their site. Jan Zdarsa works as a product specialist at Google's Prague office, helping roll out new products such as Google Shopping and dynamic ads. In this 2013 talk he shows how to turn display advertising into a performance channel with conversions and a solid ROI.

You'll learn why the first 7 days after a visit matter most, how to build segments in AdWords and Google Analytics by URL, events, sequences of steps or custom parameters, and what exclusion audiences are for. Jan shows dynamic remarketing with data from the e-shop inSPORTline, explains why real-time bidding isn't for everyone yet, and how to use interest and demographic data through bid modifiers.