Let’s start by looking at how placement targeting modifies the performance dynamics of your display ads. It’s simple to suppose that placement targeting is as easy as hand picking the sites you want your ad to show on and there ends the development. This is distant from the reality. in actual fact, placement targeting success necessitates that you comprehend how placement ads contend for position on display sites and how your bids and quality score will settle on your outcome.
For many marketers, this may be a novel model. When you place ads on the Display Network through placement targeting, your ads will be placed in a different way than if you were running an automatic keyword targeted campaign. For the automatic keyword targeted campaign, your ads will contend for the top position based on Ad Rank. The victor gets the number one position and the rest of the ads show in positions number two, number three, and so on depending on the size of the ad unit.
Things work a bit differently when you run the same ads through a placement targeted campaign. The placement targeted ads and automatic keyword targeted ads still contend for the top position based on Ad Rank, but if the placement targeted ad triumphs not only does it take the number one position, but it will be the only ad in that ad unit. Using placement targeting gives your ad a great advantage for growing CTR and conversions, bumping your contenders entirely out of the picture is what every PPC marketer dreams of. The result is even more observable when an ad unit designed for three or more ads only displays a single placement targeted ad.
Best Practices to get great placements for your display ads
1. AdWords provides a large number of targeting options for display. One of them is known as placement targeting. With placement targeting, you can select an ad placement on a site within the Google Display Network and only show ads on that particular site or ad slot. Using placement targeting takes the second guessing out of whether is it the site or the offer that isn’t converting? If you take advantage of a research tool, to find placements where your ideal purchaser spends time online, then you can make certain your ads are only being shown to your top prospects. The major concern with placement targeting is some of the best sites have a large assortment of traffic and clientele. With placement targeting, you can target a section of some sites, but what you would really want to do is to choose placements where your viewers spends time, but also layer-in a keyword filter.
2. The most significant approach for ensuring your placement targeted campaigns thrive is to boost your bids. In a situation where you’ve found out a site through automatic keyword targeted display campaign, you already have a baseline CPC bid that works. When you move that site into your placement targeted campaign, suppose that you’ll require setting the placement bid greater than the automatic campaign’s max CPC. You may find that even this bid boost isn’t enough in which case put into practice another bid boost test to try increasing your Ad Rank. If you’re starting a placement targeted campaign from the ground up, you’ll have to do a lot of testing by setting a bid, reviewing performance, and adjusting as needed.
3. identical to in Search campaigns where Google lets you exclude particular keywords using negative keywords, unrelated and meager performing site placements can also be excluded from your display campaigns by making use of the “site exclusion” feature. You might discover that upon viewing your placement reports Found in the “Display Network” tab under “Placements” there is a particular placement generating significant traffic volume, but no conversions. AdWords gives you the opportunity to check a box next to any placement within this report, and then all you need to do is click the “Exclude Placements” button to put a stop to your ads being shown on this placement in the future. To make particular you’re only showing on high performing sites, make this development a regular practice.
4. When launching your display campaign, it’s significant to refuse to give in to going the lethargic method by sticking with the default “Contextual” targeting option. While this targeting is great for getting exposure on a great diversity of sites that have content relevant to your keyword list, you aren’t given control over specific placements. You’ll soon realize that particular website placements will perform a lot better than others, so having placement-specific control over things like CPC bids, ad copy, landing and so on is very important in seeing accomplishment. Make a contextual campaign as well as a manual placement campaign. Frequently monitoring of your placement reports for the contextual campaign will let you to pick high performing placements to throw into your manual placement campaign, giving you that extra bit of control for these high performers.
5. Once you’ve planned your campaigns, chosen your targeting options, and started getting-together data it’s time to optimize. You can see how you are performing on the Display Network by looking at the Networks tab.
6. Exclude from your campaign specific sites and that aren’t performing well. You can exclude placements at the campaign or ad group level. Start by as little as with just excluding sites at the ad group level. Check to make sure a placement isn’t performing well for all ad groups in a campaign before excluding at the campaign level.
7. Put your attention on Conversions, not CTR. Your click-through rate on the Display Network will be lower than the search network for the reason that of the absolute volume of impressions. Since user behavior on search is dissimilar from content, focus on conversions, not CTR. Take note that Display Network CTR doesn’t have an effect on your ad’s Quality Score on the Search network.
8. Boost bids on high-performing sites to make the most of the delivery of your ads on those sites. Although you may experience adding sites to managed placements lead to higher cost-per-clicks not including much supplementary conversions, so test a few managed placements at a time to establish if a boost in bidding increases performance.
9. Reduce bids on poor-performing sites that aren’t meeting your goals.
10. Enlarge on well-performing ad groups. This is the perfect time to put the contextual targeting tool to use.