PPC Foundations: Targeting Options

Question 1

What is Account Heirarchy? (T)

Answer 1

Account hierarchy is the organizational structure of a PPC account

o Account>Campaign>Ad group>Ad>Keyword

Question 2

List and explain all possible campaign settings. (T) (4)

Answer 2

1. Search network or display networks

o Search includes Google, Bing, Yahoo, and other search engines o Display includes content-based sites, not search-based sites

 They include newspaper websites, magazine websites, video websites, blogs, and many more o Best practice: keep display ads and search ads in separate campaigns

2.  Location targeting enables targeting users by location o Target by country, province, state, metro, city, zip code radius, etc  Create different campaigns and ads for different locations o Location targeting options are set at the campaign level
3.  Device targeting enables targeting users based on device type
4.  Targeting by time enables targeting based on time of day or day of the week o Correlations to peak sales times o Different campaigns may perform better on different days of the week or different times of the day

Question 3

What are the display targetting options at the Ad Group level? (T) (4)

Answer 3

Certain ad group specific settings affect only display campaigns

1.  Placement targeting enables advertisers to choose specific websites ad slots for displaying advertisements

o More control

o More time required

2.  Contextual targeting targets users by the content of the page they are viewing

o Ad locations are determined by topic type or keywords

o More control

3.  Interest targeting: automatic targeting based on a user’s previous interests in a category
4.  Remarketing enables ads to be served based on previous behavior on your site

o Display a certain ad for certain behaviors, like abandoning a cart or viewing a certain amount of pages