Management Placements can be uploaded from a list of website that you provided to Google. You provide the specific websites that you want to target your display advertising. You are telling Google that you believe your audience visits these websites and that you only want to display your ads there. This strategy is good and safe because you know exactly where you ad is being displayed. However, this is the most common method and may not get your the best or cost-effective results.
You can use the display planner or other tools. Start by looking what’s working and get inspired. Chances are that if the ad has been around for a long time, it is probably working.
Contextual keywords tell Google to find things related to your keyword. More work is involved with this method because you should monitor where your ads are placed and how they are performing. You can also target your competitors brand, products, services, and URLs. Topic targeting is broader and easier to use. Digital Shift recommends adding one topic per ad group to measure the performance.
Google Gmail targeting is also an effective way. With HTML ads, you can actually build a landing page within Gmail. Using competitor domains allows you to target people using Gmail you can show your ads to customers of our competitors. Targeting by using your keyword and topic.
This method you are specifying that you want to target based on recent (1-2 week) behaviour. This person is looking to buy right now. This is based on what they searched for, what site they visited, and how they behaved on those pages. Google know a lot about you. Selecting in marketing audiences allows you to specify to find people who are in the market for your product or service. Google tries to target people based on behaviour very similarly to pixel tracking closer to the bottom of the funnel.
- Reporting is helpful especially when you filter based on e-commerce conversion rates. This allows you to better review the audience and their behaviour.
- Affinity audiences are predefined interest that are focused on long-term interest. Digital Shift recommends using in-market audiences over affinity audiences when you are getting started.
- Remarketing: The aim is to target interested people, not just people that visited your website. The aim is the target an audience that shows interest and to focus on the next step they need to take.
- RLSA: is combining your remarketing with your existing search campaigns.
- Use the AdWords editor.
Google can also target by geographics, but Facebook does this much better at this currently. The appropriate use of the demographics feature is to layer over other campaign settings or to adjust the bids based on the demographics. Similar audiences are also available for Youtube and Gmail.
Remember the key to successful advertising is testing!