Using The Google Display Network For Good Pt. 2: Target & Bid
Back in February, we acknowledged that the Google Display Network can be a difficult beast to use profitably, while making the case that Remarketing Campaigns were a good place to start in an attempt to responsibly use it. Today, I’m going to share another method for using the Google Display Network that has shown success for our clients: combining multiple targeting plans with a method called “Target and Bid”.
Mixing GDN Targeting Methods Can Lead To Profit!
The standard Google optimized GDN setup has just one targeting method: display keywords. As many of us have experienced, these can lead to your ads showing on websites that have little or nothing to do with the keywords you selected and generally result in wasted spend. Those of you who have fiddled around with GDN further might have noticed that there are other targeting options, such as placements, interest categories, and age. Creating a GDN campaign around a single targeting method is usually not going to be profitable: not all “Movie Lovers”, for example, are going to be interested in your product! However, if you have insight that “Movie Lovers” are twice as likely to convert then regular traffic, you might consider combining the Movie Lovers interest category with keyword targeting. To do that, you’ll have to choose the “Target and Bid” option when creating your campaigns. This allows you to mix and match different targeting methods. Here is quick run-down of the different targets you can choose: Display Keywords: Display your ads on websites related to the keywords you choose Placements: Choose particular websites to display your ads Interests: Display your ads to users who Google has determined have the interests you specified (some examples of interest categories are “Movie Lovers” and “Technophiles”) Topics: Display to users on websites related to a specific topic (like “Celebrity and Entertainment News”) Gender: Display only to men or women Age: Display only to people who fall in a particular age range (18-24, 65 or more, etc.) For more information on how to mix these categories properly, read through this Google AdWords help page on Targeting settings. Here are a couple of generic tips for using the Google Display Network: – Bidding for GDN targets is a lot less competitive than on the Search Network (this is mostly because AdWords advertisers who track conversions know that a website visit from a GDN ad is less valuable then one coming from the Search Network). If you’re going to combine keywords and an interest category, you can probably get away with bidding way less for those keywords then you’d otherwise spend on the Search Network. Don’t do Google any favors and pay more per click than you need to! You can also review your Display Impression Share to determine how close you are to a sweet spot/most profitable bid amount. – Have a short leash on Display Network campaigns: don’t just let them run and assume they are going to be profitable because you’re using Target and Bid. Remember, Google’s robots are designed to show your ads to the widest user base possible, so make sure you reign them in! You might be wondering how to determine which Topics, Interest Categories, or Age Groups are your most profitable targets. The answer to this question can be found in a place readers of my posts should be very familiar with: Google Analytics! Join me next time when I walk through some cool new targeting information that Google Analytics recently integrated that will allow you to compare important statistics for members of different age groups, interest categories, and more.