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Display Keyword Targeting Improvements

Display Keyword Targeting has always been a hit or miss affair. Advertisers using keyword targeting on the Display network had little control over where their ads would end up. Fortunately Google is making this option a little easier and more controllable.

Google’s Great New Display Keyword Targeting Options

Advertisers are getting much needed enhancements to how they can target audiences in the gigantic Display network. The Content Network is a huge part of Google’s marketing activity. And in spite of it’s age and size, it’s tricky to make profitable.

The Display network is a huge area of Google advertising and there are many ways to target and fine tune where and to whom your ads will show.  Some of these options still gave poor control and often led to very poor results for advertisers.

Strategies to optimise a Display Campaign will always require seperating out streams.  Topics, Audiences, Placements and Display Keywords, as well as combinations of these, help with targeting.

But if you have ever tried doing this, you’ll know there is a huge number of combinations of targeting options. And you will know and it takes some time and considerable expense to identify and aquire channels that convert well and at your target cost.

Consequently, many advertisers have limited the money and time they spend on Display channels.

Fortunately, Google has now responded and made it easier to target Keywords and Audiences.

Content and Audience Match  Types

The new option allows you to add keywords to an existing Display campaign and choose either ‘Audience’ or ‘Content’ as a match type to the keyword. This also makes it easier to set up than before. You would have to combine criteria to try to refine your ad placements.

When you select ‘Audience’ for your keyword its a bit like the broad match option on conventional Search Network campaigns. This seting allows you to target audiences with interests related to the target keywords you have provided, as well as pages which have those keywords on it.

Select ‘Content’ and this is more like an ‘exact match’, so that your ads will only show on pages that have those keywords present, or are interpreted to be closely related by Google to them.

Google says selecting the later option will significantly restrict the number of ads shown. So his will help those with tight budgets.

It’s a useful improvement. And we think it’s particularly good for those put off by the expense and experimentation needed to find converting avenues on the Display Network.

Now there is less of an excuse to ignore experimenting on the Display Network!

If you need any help with Improving your PPC Display Advertising or on how to make more opportunities for your online business, then please get in contact with us here at Network Intellect. Telephone: +44 (0) 844 543 0980

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