Automatic placements could be costing you a pretty penny within your display campaigns if Google is targeting a site that doesn't convert well with your clients. Unfortunately, when an ad pops up in an app, the “x” is often too small to comfortably close it without accidentally clicking on it. Like search keywords, these are terms relevant to your product or services. While he is hands-on in all aspects of PPC, his true passions lie in Display, Remarketing, and YouTube. While I still want the tool back, we can create successful managed placement campaigns in Google Ads. Want to create designer-quality display ads in minutes? Why was your mother looking up Anatidaephobia!? Unfortunately, there’s not a lot of data working in favor of advertising on them. Then, I take the list of URLs and search for them as placements when creating an ad group in Google Ads. Congratulations! Nearly half (47%) of all in-app clicks were found to be accidental. Sign up to get our top tips and tricks weekly! Similar to her passion for the Chicago Cubs, Candice believes in her clients and celebrates their success. In her free time, Candice enjoys loud games of Rummy 500 with her Italian family as well as purchasing almost all of the throw pillows at Home Goods. This would normally be a good defined target, only the news site had just published an article about the dangers of drinking coffee. Topics are used to target sites with content that matches a certain topic you define. Nearly half (47%) of all in-app clicks were found to be accidental. It’s broken again!” It’s really messy, and quite frankly, hard to watch. Joe Martinez is the Director of Client Strategy for Clix Marketing. As of June 2020, If you have a list of websites you know your target audience visits, but none is a part of Google’s Display Network, test them out as a, Now, let’s say we’ve had ad groups running with custom audiences based on desired placements for a little while. From there, think about your target audience. You’re ready to take on whatever questions this new prospect has. In the Google Ads interface, head over to the Placements page, then click “Where Ads Showed” towards the top of the screen. Topics are used to target sites with content that matches a certain topic you define. Are things converting particularly well on a specific site? What can we do about it? For example, if you choose “Home and Garden” as a topic, you can expect your ads to show on a list of home and garden sites. (Warning: shameless plug coming.). Google recently made some changes to its mobile app exclusions – learn more about the changes in this post by Allen Finn. It’s fairly easy to come up with a list of URLs, add them to a managed placement ad group, and let it run. Look for other sites that produce similar content and add new targets. Boston, MA 02199. The, Successful Placement Targeting Can Easily Be Achieved. Unfortunately. The placement is appealing for marketers because it’s at the very top of the page, and it’s a pretty big space. See what's performing well in your current list. Placements are the specific websites your Google display ads show up on. Now, let’s say we’ve had ad groups running with custom audiences based on desired placements for a little while. When Google decided to remove the tool from Google Ads, PPC marketers lost a valuable asset for planning out display campaigns. How did this happen? It was one of my favorite tools in the old AdWords interface. (Thanks Google!) (, Now, I like this image even better. While I still want the tool back, we can create successful managed placement campaigns in Google Ads. That being said, no one knows your clients better than you do. When optimizing your Google Ad Display Placements, keep these other layers in mind: Google is great at putting the right content in front of the right people. It's literally what the search engine is designed to do. There’s an app for everything! You determine placements for your ads based on prospect trends and relevancy to your business. It’s raining slightly and you’re looking out the window thinking about all those leads you’re bringing in with your new. Cross-platform software to maximize your online advertising. The different ad size on mobile gives me an opportunity to include more images, and, more importantly, give the user more information. How did this happen? As you can see in the image below (another classic from the bad ad placement archives), this company made a mistake likely by targeting the keyword “coffee” as well as a placement of a news site. Visits are great, but we can adjust our columns to see which of these site users have converted the most from our, Review Potential Placements Before Going Live, It’s fairly easy to come up with a list of URLs, add them to a managed placement ad group, and let it run. There are two types of placements available on the display network. Scale your agency with WordStream software, Digital solutions for your entire funnel presented by WordStream. Typically, I like to sort by most conversions (or revenue for ecommerce businesses) to see which referral sources are sending quality traffic to my site. How do we turn it off before someone else sees it? Scale your agency with WordStream software, Digital solutions for your entire funnel presented by WordStream. I miss the Display Planner. Relax, we know the answers to some of these questions. If you're targeting a niche site, you're going to get fewer impressions than one that gets a lot of visitors. It’s a fear of being watched by ducks!”. You’ve effectively removed all instances of unwanted ducks across the web! But actually seeing where your ads could be placed can help you get a better start achieving your goals in a display campaign. This is where we'll take a look at what's working and what's not. Consider excluding the placement and reallocating budget. These are defined by. Analyze & improve your digital marketing -- for free! Joe Martinez is the Director of Client Strategy for Clix Marketing. Consider the amount of traffic going to the site. There’s an app for everything! If you have children, you know as much as I do that an ad results in boogers sliding over the screen, followed by a “Mooooooom! But how does this placement look on mobile? She saw your new ad! WordStream conducted a study on Breitbart, learn more about the changes in this post by Allen Finn, The 17 Best Display Ads of 2020 (And Why They Work), How to Set Up Google Dynamic Display Ads: Your Quickstart Guide, 6 Google Display Network Mistakes You Need to Avoid, 24 Clickable Banner Ads Examples (And Why They Work! Boston, MA 02199. ). What sites are they likely to browse while at work, on lunch, etc.? This could information could help you to structure your campaigns, set up your bid adjustments, or even decide you may not want to be on a certain placement anymore. I put the red check marks here for a reason. If you have a list of websites you know your target audience visits, but none is a part of Google’s Display Network, test them out as a custom affinity audience or even a custom intent audience. Display advertising is pretty much a blanket term that includes every visual ad placed on a website, however, it can be divided into three basic categories: 1. Sign up to get our top tips and tricks weekly! I love talking about how Google Analytics can usually answer the question, “Who should I target first?” This post is no exception. Your Google Ads Display placements should be as important to an advertiser as the ad creative itself. His focus on marketing psychology and user experience helps his clients achieve record growths and lifetime customers. What can we do about it? A placement can refer to several things, such as an entire website, specific pages from a website, an individual ad unit positioned on a single page, a video, a mobile phone app, and more.