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Advanced Display Targeting, Part 1: Advanced Targeting Options Tutorial

2.2 Introduction

Hello. This is Brad Geddes, the author of Advanced Google AdWords. The founder of Certified Knowledge and the PPC Faculty Chair for Market Motive. In this video, we're going to take what we learned about display, and then layer over some more advanced concepts of how to use display advertising to hit your marketing goals.

2.3 Basic Targeting

So first, to recap on the basic targeting options that we have, we have displaying by keywords. This is when you choose keywords, and your ads are based upon the content on the page. We have placements. We choose the actual site where we want our ads to be displayed. When we have topics we're picking a topic to advertise, and when a page is classified and its got topic our ad can be displayed. Now we also have gender targeting and age targeting. These are filters that are more used in flexible reach, which we're going to talk about a lot in this particular video. And then finally we have interest targeting and remarketing. Interest targeting is based upon a user's interest, not page content, where marketing is based upon the user's behavior on your websites. So we can use each of these targeting types individually, or we can combine them altogether in various aspects to choose when we want our ads to be displayed.

2.4 Flexible Reach

So first, all this targeting is by Ad Group. So you could have one Ad Group with one targeting method, and another Ad Group with a different targeting method. To get to this, you just go to Change Display Targeting and it'll present you with a screen where you can see keywords and placements, and topics, and interests, genders, and ages for you to select. Now, if one of your targeting methods is keywords, keywords are always used. So you can't optionally use a keyword for targeting like you can with the other methods we're going to get to in a moment. So, if there's keywords at an Ad Group level, keywords will be used by themselves or in conjunction with other targeting types if you choose a secondary or tertiary targeting type or the Ad Group. Now when we look at the non-keyword targeting types so placements, interest, topic so forth. There's two different ways we can choose how we're using these other targeting methods. The first one is Target & Bid. When you choose Target & Bid, that target then will be used along with any other targets you've chosen, before the ads can be displayed. So if you have keywords in the Ad Group, and you choose Target & Bid, and this is placements, then a user has to be on the placement you've chosen into the article has about your keywords. If you choose Target & Bid for topics and placements, then the user has to be on a placement you've chosen and the page has to be classified into the topic. So, with Target & Bid, it's essentially an end solution for the targeting. It's interest and it's placement. It's keywords and it's topic. Now there's a second option which is Bid Only. When you choose Bid Only, that targeting method is not used to serve the ad. However, if the user's in the condition that, that targeting method will be triggered, then you could use it to set a different bid. So for instance, let's say we chose a topic we want to advertise for. And then we chose placements as bid only. So now what happens is the user only sees our ad if they're on a page classified into that topic. And our default bid is used. If the user is also on a page that we have chosen as a placement, then our placement bid can override our default bid. So we might set a bid at an Ad Group level as a dollar. And we have keywords in that particular Ad Group. So now, our ads are based upon our keywords. Then we choose several placements for Bid Only. If the user's not on a place that we chose, then our backup bid of a dollar, our default bid, is used. If they are on a page where ad was triggered, because of our keywords, and we chose that placement and we used bid only. Then our placement bid can override our default bid for what we're going to bid for that particular user. So, with topics, and interests, and placements you really have the option of Bid Only or Target & Bid. With keywords are always used. So when you take these combinations, there's a lot you can really do. So we need to look at our just some good combinations to kind of think about because the combinations are fairly endless of how you can target.

2.5 Good Combinations

So look at good combinations. One is how do you take really high inventory sites, such as placement targeting, but refine the placement so that you are only getting traffic relevant to your self. So at New York Times, fantastic site to advertise on. Has a incredible amount of patrons. So we could choose our place but not as a New York Times but as a New York Times Business section. And then we can also add the bid and target filter for a keyword or a topic. So now the users are only going to see our ad If they're on the New York Times in the section we chose, we chose a specific placement and the article matches our keywords or our topics. So that's a great way of taking high inventory sites that are really good sites. New York Times and About.com so forth but they're so large That they have sections that aren't irrelevant to our advertising. But we like the site its a good placement so if we add a filter such as keywords or topics now we're getting inventory on these great sites but only when the pages match our advertising. Now another good time to use combinations is when you have some ambiguous items. You can do this by negative topics or positive topics. So for instance, we've talked about the word bleach before. The word bleach is usually seen by two types of individuals. One, a young group that's generally male when it's related to the anime show Bleach. Number two, usually females who are more interested in the Clorox version, or the laundry version of Bleach. So if we have our key words like Bleach, Bleach DVD, and Bleach Anime, what'll happen is, we will get some false positives. In this case, were advertising on the anime based word, the DVDs, or are we going to be shown on occasion on some laundry based sites. So it's going to happen on the way the matching occurs. So then we have some options. We could take our keywords, Bleach and Bleach DVD and Bleach Anime, and that's our keywords, and keywords are always used when they're in an ad group. And then we can use the inclusion of the topic's Anime & Manga category. So with this case, a user has to be on a page that's classified into the topic Anime and Manga. And the article has to match our keywords. So if we use this topic inclusion, what's going to happen is we're going to get less total Inventory. Less total impressions because a user has to meet two conditions. In a page on a topic and keywords of the article match our keywords. Our other option would be to use exclude topics. You can exclude all these items just like you can include them. And we'll get more into exclusions in a few minutes. But if we instead said our keywords are Bleach, and Bleach DVD, and Bleach Anime, and we're going to exclude the topic cleaning supplies. Now, we're going to have more total inventory, because we only excluded a small section, just the cleaning supplies section and it's a section that if someone's in that topic, they're really not interested in Bleach Anime. So now the ambiguous pages, pages which are about our keywords but have not been classified into a topic will now get those impressions. So if we were to use include topic plus keywords, less total impressions but better targeting. If we use the exclusions, so keywords minus cleaning supply topic, we're going to get more total impressions, but we will have some false positives so probably a little higher cost per action. You can even use combinations with remarketing. So remarketing is based upon a user being on your site and being and doing some behavior being classified into one of your lists. Now the issues with remarketing gets into the concept of search sessions. So what happens Is a lot of times, someone'll do a search, maybe it's in the travel industry, on a weekend they're thinking about vacation packages, and so forth. And, they were on your site, they did at least a search, they looked at two vacation packages and you put them into one of your lists because of this. Then it hits Monday. And they're going back to work and, and, maybe they're a work-at-home person, same computer, or they use their laptop at home at and work. And so now they're seeing your travel ads when they're not interested whatsoever in your offer. And then the weekend happens again and they're interested in the offer again because it's more, they're thinking more about their own leisure activities. because on travel industry before purchase occurs the user has 21.6 website visits across 9.4 different sites and 2.3 times each. So someone doesn't sit down one day and do 21 searches and 21 site visits and then convert. What often happens is it takes two or three weeks. And in your analytics, you can see timeline between first visit and conversion time. This gives you an idea of how long it really takes users to finally convert. So if we set up remarketing lists and and let's say its not going very well if its going well let's not refine it but if its not going well then what we could do is say, all right we really wanted to do remarking plus topic. So, now we said is that they'vve got to be on our marketing list and it's Monday and they're looking at B2B stuff and they're not interested in our travel offers so they not on travel pages, let's not show them this ad. And then it comes a weekend or some Thursday night after dinner they're thinking about where they could go on vacation. They search again, or they're on a travel page that's part of the Google display network. Now they're in your topic and they're in your market list, so. So you can do these combinations regardless of key words or placements or interests remarketing, the limit is really your imagination of how you want to reach users because there's so many combinations you can use. But some good ones to start with really are placements and topics, or placements and keywords. And we'll get more into that one actually more in a few more minutes. But when you see times that you are advertising and it's okay, but it's not great, think about adding another potential filter to refine the ads for users.

2.6 Excluding Inventory

Now, what's going to happen is you're going to advertise across the display network for a while and find some sites and topics or interests do really well. And then you'll have other types of targeting, whether they're placements or interests or lists that don't convert for you. Or they don't send you the level of quality traffic that you're looking for. Maybe they're just not the types of sites you want your ads shown on. So when these things happen, then you're going to want to block your ads from showing on these types of sites or these types of topics. Now, there's several different ways that you can block items. You can use negative keywords, negative placements, remove yourself from topics, remove yourself from interests and remarketing, gender, age, and then finally, site category options. Now, you can block items at the campaign or ad group level. All of these options are available at the campaign level, all except the site category options are available at the ad group level. So let's look at the site category first. So you're campaign level exclusions, but only are for campaigns and not for ad groups, is the site category options. With site category options, these include a variety of content. Such as sensitive content. Which is often for brand protection. So sometimes you'll see even an article in some cases where there was an article about a plane crash and next to it is a getaway package for some desert island. Well, that's not a good placement. So if you're in the travel industry, often you might want to block death and tragedy. Other times, you've got sexually suggestive content or crime, police, emergency content, sensitive items that usually if you have someone in your company known as a brand manager, they want to block one or all of these types of contents. You have types of placements, forums, social networks, so forth. If you don't like those types of sites, find they don't convert for you, then you can block yourself from them. Same for video content. Some advertisers don't like to be on video pages or they only want to be on G-rated or maybe PG-rated type content. So they can block the more explicit content. You even have things like below the fold inventory. So when you find any one of these categories you want to block, it's as easy as selecting it, tell Google you don't want to show on it, and then you won't show on those types of content anymore when they're categorized as that type of content. Now this at the campaign level, so if you're running many, many display campaigns, you need to block this for each of those campaigns. Now we have other types of blocking. Keywords, placements, topics, interests and remarketing, gender and then finally age, that we can block at both the campaign and the ad group level. So if you exclude them at the campaign level, they affect all the ad groups in that campaign. No ad groups should show for that topic or interest, whatever you blocked. If you exclude them at the ad group level, they're only excluded for that ad group, so they could show for a different one. Now, placements, topics, interests, genders, and ages, they're really straightforward. You don't want to show on a certain topic, you just exclude the topic. Now, while these are very straight forward, they only work when that page or topic or user has been classified into those sections. So you might look at several pages and say, well, that's not doing well. And those pages are all similar, they must fit in this category, so you block this topic. Now, if Google hasn't classified some of those pages as belonging to that topic, then you can still show on those sites, if you only block the topic. Now, placements pretty much always work. As that site is known commodity, so if you're blocking sites, it pretty much always works. But if you say, you want to block an age range or a gender, only if the user is known to be in an age range or gender are they blocked. If they're unknown and they fit that category, then they can still see the ads. So when blocking interests, topics and demographics, you're blocking known items. But sometimes unknowns are still going to see your particular ads because Google doesn't know to actually block them. Now, with negative keywords, it's not quite as straightforward for display as is with search. So on search, a user has to input a search query. Therefore, it's really straightforward to look at your negative words, look at their match types, look at the rules you set for when an ad can or can't show based upon your negatives in the search query. And it's easy to get correct. Now with display, negative keywords are more of a suggestion to not show your ad based upon the content of a page. So just as like display positive key words, with display negative keywords, match types don't matter. It's really more suggestions. So having an exact match negative across your display doesn't mean your ads will only not show if that exact phrase is found on a page. So match types again, don't matter at all for positive or negative keywords. So you don't want lots and lots of negatives for display. Because they're suggestions, they use lots of negatives. It's going to confuse the ad survey. So if you're going to walk down using negative keywords for display, the best way to do it is start with the placement data. So when you go to your placement data, you can see details and see the individual URLs where you ads were displayed. This is just the same as going into the keyword reports and seeing details, we see the actual search queries. It's just you'll see placements instead of search data, when you do it from the placement section. So now, look at your top placements and your worst placements. And what you can do is look at these sites and look at the commonalities of words across your top and worst placements. Then you can do sort of a density gap analysis of saying, on this case our target CPA is $50. What words are on the pages, the individual pages, when our CPA was under 50? And, what words were on the pages, when our CPA was over $100? So for instance, for this account, when the word software is on the page, for $50 and less conversions it was only there once. For $100 and more conversions, it was there 93 times. So that's a good negative keyword for them, because when this keyword shows up on a page, the CPA is above their target word. We look at the word child safety gates. That particular word is used more often when the CPA is under $50 than when it's over 100. So by looking at the more common keywords used on pages, that'll give you an example for negative keywords you want to use for display. But you shouldn't have hundreds of negative keywords for display, it should be a few. And they're usually big words, minus software, minus planning, minus laptops, minus computers. They're not specific queries, they're larger words of suggestions. These are the types of words when they're on a page, you don't want your ad shown. You can also block placements. So when you go into the placement information within your account, you can choose a particular placement, click on it, and then exclude that from either the ad group or the campaign. Which also means you can have a placement in one campaign but have it excluded from another one. This is just an important fact in a work flow, we're going to look through pretty soon. So if you see sites you don't like, block those as well.

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