Display Network Keyword Matching
Display Network Keyword Match Options
Google has made some changes which affect how display keywords target their ads on the Google Display network. Choosing “keywords” for a Display Network campaign is about trying to connect your ads with the public most likely to be interested in your business. And that’s not as easy as it sounds. The problem is that this method is not nearly as targeted as you’d expect. Now that’s changing with new Display Network Keyword match types.
Keyword targeting is one of the most popular ways of targeting on the Google Display. Many marketers still create a list of keywords related to their business. It is rather time consuming process.
A keyword targeted on the display network reaches a wide audience very quickly. Unfortunately authors do not not have direct control on exactly where their ads were likely to show.
Display Keyword Targeting Settings it is new targeting tool. It allows advertisers to have more control over exactly how their ads are targeted on the display network.
New display keyword targeting settings are available within any ad group on the display network. It is especially relevant for marketers who wish to choose display keyword targeting settings.
Advertisers can concentrate on:
Audience is like broad match. It allows you to hit pages with related themes as well as audiences with related interests.
Content double downs on your focus so your ad only appears on related pages. This restricts considerably the number of sites shown.
Consequently, the new setting opens up a lot of opportunities for display advertisers big and small. In conclusion it is a useful enhancement particularly if you have a tight budget.
Even this is still likely not sufficient for your targeting, so you will need to layer it with additional targeting methods and refinements.
Because Googles content network placements cannot be trusted completely you’ll need to still review sites and exclude as necessary.
If you have enabled the necessary remarketing code you can further target this way with a remarketing list. You will also find audience demographics that you can refine with time, as well as many others. For example, ad scheduling, by device etc.
It is necessary to refine a Display Network campaign and a lot optimisation is usually required to get results.
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