AW - Placements Flashcards
A placement has to be part of the
Display Network for your AdWords ads to show there.
You can only add managed placements to certain campaign types:
“Display Network only” and “Search & Display Networks – All features.”
If you choose popular sites or are just getting started with advertising on the Display Network, you may need higher
bids to get impressions.
Get more (or less) traffic from placements by setting individual placement bids-
If you find that advertising on a specific site works well, you may decide to increase your
bid for just that one site to be more competitive and increase your potential exposure on that site. Or On the other hand, you may want to reduce your bid for another placement that may not provide as many conversions.
You can add placements to ad groups in your Display Network campaigns. To do so, you’ll need to use one of the following campaign types:
“Search & Display Networks – All features,” “Display Network only – All features,” or “Display Network only – Remarketing.”
Automatic placements
Webpages, videos, and apps on the Display Network where your ads can show that are automatically matched to the targeting you’ve selected (like keywords or topics). Automatic placements are different
than managed placements which you specifically choose as places where you’d like to show your ads.
Here’s how automatic placements work:
Your ads can appear on automatic placements if you've selected one of these campaign types:
“Display Network only,” “Search & Display Networks” or “Search Network with Display Select.”
Here’s how automatic placements work:
AdWords uses your keywords and other targeting methods to match your ads to relevant placements on the
Display Network.
Here’s how automatic placements work:
If you don’t want to use automatic placements, you can?
add managed placements to your ad group and select “Target and bid.”
To target the Display Network, you’ll need to use one of the following campaign types:
“Search & Display Networks - All features”
“Display Network only – All features”
“Display Network only – Mobile apps”
“Display Network only – Remarketing”
Targeting Methods
- Keywords + placements
- Interest categories + age
- Keywords + topics
- Remarketing + gender
- Topics + interest categories
1. Targeting: Keywords AND placements Bid used: Placements 2. Targeting: Interest categories AND age range Bid used: Age range 3. Targeting: Keywords AND topics Bid used: Topics 4. Target: Remarketing AND gender Bid used: Gender 5. Targeting: Topics AND interest categories Bid used: Topics
Targeting settings on the Display Network
What are the two targeting bid options
1,Target and bid (selected by default) - If you leave this setting selected, your ads will be targeted based on the method you selected (in this case, placements). Your ad will only show if one of the placements you’ve added is matched.
- Bid only - Show ads based on other targeting methods that you’ve added, but set bids on this method to increase your chances of showing there. You’d typically do this if you plan to set bids on specific placements
Can you ad campaign ad placement exclusions and if so where?
Yes you can. You can add the exclusion in the shared library > campaign placement exclusions > +list >
For placements can you exclude mobile apps?
Yes, you can exclude iPhone, android apps, and category apps
Can you add exclusions to Gmail or Orkut
Yes, you can.
What kind of campaign exclusions can you have
You can exclude the following:
Display keywords placements topics interest & marketing gender age site category options
What are some of the site category options for placements
Sensitive content - crime, death, tragedy
types of placement - parked domain, gambling etc
ad-location - above the fold
video content / ratings
What is the display planner
Display Planner is a free AdWords tool that you can use to plan your Display Network ad campaigns
Is Display Planner like Keyword Planner
Yes
Why use Display Planner
Ideas to help you get started. Ideas for keywords, placements, and all other Display Network targeting methods help you plan your campaign.
Impression estimates and historical costs to guide your decisions. Estimates show how ideas may perform based on past results. Historical costs point you to ideas within your budget and help you set bids for ideas you adopt.
A plan you can share. One-click download makes it easy to export your plan and share it with clients and colleagues.
About contextual targeting
Contextual targeting is one of a few different methods that you can use to get your ads on
sites and webpages that are part of Google’s Display Network. This method of targeting uses the keywords or topics you’ve chosen to match your ads to relevant sites.
About contextual targeting
The contextual targeting method uses
keywords or topics you’ve chosen to match your ads to relevant sites.
About contextual targeting
Contextual targeting starts with you adding keywords or topics to ad groups in your
Display Network campaigns
About contextual targeting
Keywords are individual words, whereas a topic is a webpage’s
concepts or central theme rather than its individual terms.
About contextual targeting
Contextual targeting only targets sites that are part of the Display Network. So, you’ll only be able to use the following campaign types:
“Search Network with Display Select – All features”
“Search Network with Display Select – Standard”
“Search & Display Networks – All features”
“Search & Display Networks – Standard”
“Display Network only – All features”
“Display Network only – Remarketing”
About contextual targeting
Our system analyzes the content of each Display Network webpage or URL, considering factors such as the following:
Text
Language
Link structure
Page structure
About contextual targeting
Your ads get placed either by what two
Keyword or Topic
