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Google Ads Display Network Placement Targeting

Published on: December 7 2022 by Paid Media Pros

Google Ads Display Network Placement Targeting

Google Ads Display Network Placement Targeting

we already have a video covering the
targeting options for google display ads
but in this video i'm going to go deeper
into one of those options and that is
placement targeting from my experience
using manual placements has had the best
performance for our display campaigns
this is because we pretty much know
exactly where our display ads can appear
and can have better control over the
message to that user who will be on that
placement so in this video i want to
show you a few of my ideas that i like
to use when trying to research the best
placements to target for my clients
within the google ads interface i
already started to create a new ad group
after you've named your ad group we need
to scroll past the people section you
can always layer on audiences and
demographics but we want to get to
content that is where the placements
targeting option is kind of hidden so in
this current view i need to go to
content targeting to expand this box and
there we see we want to add placements
to this ad group now we can start typing
in specific keywords urls or if you want
to have a display ad on youtube you can
start entering specific video ids and as
we can see the display network is more
than just websites google's display
network is compiled of millions of
websites and mobile apps as well as
youtube videos so for the first portion
of this video i'm going to use a recent
client we started working with they have
a product that is very beneficial to
gardeners so let me just go to the
browse feature and start typing specific
keywords related to gardening just to
see what shows up after i typed in
gardening we see there are 199 websites
that we could start looking through over
a thousand youtube channels over a
thousand youtube videos and about 500
apps if i click on the first one for
websites i'll get a list of websites
that are part of google's display
network and the estimated impressions
per week my ad could get if i choose to
select any of these as manual placements
and i have no problem admitting that not
every single website or app is going to
be a quality placement even if the url
or app name seems relevant so as i'm
going through and looking at these
potential targeted placements i like to
know exactly what this website looks
like to see if i want my brand to be on
this website it's easy enough for me to
just highlight the url i use a pc so i
can just right click on it and then go
to this partikular website well you can
tell what industry i'm in because i see
a linkedin marketing solutions ad right
here and then an instapage ad at the
bottom so now i get a better
understanding of where my ad placements
could be but then just looking at the
content on this website it's pretty
relevant to what i want to target for
this partikular client so i feel
comfortable adding this one to my ad
group let's hop back into google ads if
we look over to the weekly estimates on
the right hand side before i started
adding any placements my available
impressions was 72 million because i
really didn't have any targeting at all
for this ad group but now since i have
just one placement we see the amount of
weekly impressions dropped to just 5k
and i'm fine with that because with a
manual placement targeting campaign i'm
focused on finding the right user not
really spreading my reach as much as i
can so just like how i reviewed this one
url i would do the same for the others
but just to add more volume i'm going to
keep clicking on a few and even on those
view impressions only shot up 1k that's
fine the daily budget for this display
campaign is pretty low if i click on
this left pointing arrow it's going to
send me back to my options and then
besides websites we can also look at
youtube channels if i target a youtube
channel my display ad could appear on
any video within these youtube channels
this partikular account is only
targeting the united states so while
gardening may seem relevant i see india
and then i see australia probably not
the best options for me so i'm going to
keep scrolling down and nothing is
really catching my eye maybe for youtube
i need to switch up my keyword instead
of gardening i just did garden now i see
a few different options i popped over to
youtube really quick this one is clearly
all about gardening so this channel
looks great and then i would do the same
for a few other ones clicking on the
left pointing arrow again we can choose
specific youtube videos now let's say
the first youtube channel that we looked
at had about 1500 videos but thinking
about gardening but maybe my product
that my client is trying to sell isn't
great for all gardeners just for a
partikular subset i can try to look at
specific videos to only have them show
up on certain videos instead of an
entire channel and the first video we
see is from the first youtube channel
that we added so if i wanted to get rid
of that partikular channel and just add
this one video that i have seen has had
12 000 views my potential reach will go
down but maybe i'm hitting the more
relevant user by targeting a specific
video instead of the entire channel it
just takes a little bit of time to do
research to understand what the entire
channel content is about and that's
going to be different for every single
account so you just have to do a little
bit of work to figure out what's the
best targeting options for your specific
campaign and heading back one more time
i see apps most of these look like games
and junk so in this partikular account i
might want to turn off mobile apps for
my display campaigns and if you're
looking at how to do that we have
another video that shows you how you can
turn off mobile apps as well as mobile
app categories now i know for this
partikular account as i start opening up
the app categories there is an option
for home and garden and that one does
seem relevant but as i said this
campaign has a limited budget so i'm
purely just going to stik with website
urls and youtube placements so let me go
back let's clear out my keyword
i did mention that you can add specific
video ids from youtube videos if you're
already doing research on youtube you
find the perfect video or anyone
watching that video would be perfect to
see your product or your service you can
either copy the entire youtube url or
you can just copy the video id this is
going to be the combination of
characters after the v equals portion of
the url so as i typed in the video id no
surprise that the only option we see is
one video and there it is i can add this
partikular video to my targeting now i'm
getting really specific you can see it
is very easy just to start searching for
options yourself it may take a little
bit of research if you haven't done it
already but let me go down and save this
campaign just so we can continue moving
on with the video now i'm in the ad
group that we just created we see all
the manual placements that i have chosen
and in the type column we get to see is
it a website is it a youtube channel is
it a youtube video and if you selected
any mobile apps or app categories that
would be defined in the type column as
well now what we just went through the
first part of the video was when we're
creating a brand new ad group for
whatever reason if you want to add more
placements to a current ad group it's
easy enough just to go to the blue
pencil and edit placements and here we
see the same research box that we had
before you can remove certain placements
add new ones and then save your changes
if you've already been running display
campaigns before whether they're
awareness focus or even a remarketing
campaign you can use the information
from a previous running campaign to
potentially give you new display
placement ideas to show this i'm going
to hop in another account
in this account we're in the placement
report to get there we can see off to
the left-hand side placements are
showing the options that we have
selected but underneath that we can look
where our ads are actually shown that's
important for display campaigns that are
more audience targeted that you're not
controlling where the user is actually
landing you're focusing on the type of
user not what they're looking at perfect
example would be your remarketing
campaigns and that's exactly an example
that we're looking at right now after
someone visits my website or performs a
specific action that we're tracking
where are they going after that and
where are they converting not really
focus on the app portions here some of
the top converting websites are going to
be very specific we see that the new
york times is converting i could go and
start adding new york times as a
targeted placement because it looks like
it's converting but a lot of people go
to the new york times it's going to be
pretty broad unless you add very
specific audience or topic layers to
this manual placement targeting not my
first recommendation unless you have
very big budgets but as you're going
through your replacement report you may
find partikular urls that convert very
well the one i'm looking at right here
startingyourbusiness.com just the name
of the url alone is extremely relevant
to this partikular account so if i go
and create a new ad group for manual
placements this account has a different
view but we look at adding placements
again that website that was converting
that i know is very relevant to my
business gets a good amount of
impressions per week and besides that
it's giving me a few other ideas that
are still relevant to this accounts
business so i could want to select this
one then i can go back to the placement
reports keep reviewing where my ads are
being shown and where users are
converting this account did not have
this partikular replacement as a manual
targeting option but when we started
looking at historical performance many
people were coming from this website and
converting directly from other display
remarketing campaigns if i want to try
to find more users who could potentially
convert from an extremely relevant
website i'm going to review my placement
of course get more ideas of what i could
potentially target from a manual
placement campaign another way i like to
research potential placement ideas is
within google analytiks and that is
looking at your referral data other
websites that are sending traffic to
your website to find this go to
acquisition alt traffic and then
referrals i already sorted this one by
the number of transactions you can sort
it by revenue if you're not ecommerce
potentially want to look at all gold
conversions or maybe a partikular
conversion that's important to you but
here you're going to get a list of
websites that are sending traffic to
your website and converting users most
likely just like in the example we see
on the screen right now you're gonna see
some of the more common ones at the top
not a facebook youtube but i like to
expand the date range within google
analytiks and keep going and finding
those nuggets now i'm strictly paid so i
like to work with clients and ask them
do they have a good content strategy
have they done a lot of pr in the past
where they're getting mentioned in
artikles and blogs and those are linking
back to the website are those artikles
blogs publications whatever are they
extremely relevant to the business if so
are those placements part of the display
network can i go back and target them i
know i didn't go through the
step-by-step process of how i really
look at referrals for managed placement
ideas but if you want that information
you can check out a video i already did
right here
similar to how we looked at google
analytiks i like to look at my youtube
analytiks within youtube studio so yes
this option would really only be
available if you have a decent organic
youtube strategy but once you're in the
advanced mode of analytiks you can head
to traffic source and then i chose
suggested videos other videos that are
suggesting your content so most likely
they are very relevant to what you are
already promoting now many of these are
going to be our own videos but some of
them are not this guy has a google ads
tutorial this guy's toking about google
ads bid strategy so in our case these
videos are extremely relevant to what
the paid media pros channel offers and
if the content is very similar most
likely that target audience is going to
be very similar as well so michelle and
i do have clients that have bigger
youtube channels and are constantly
pumping out organic content we can use
the information from their youtube
studio and potentially find out
different youtube channels or just
partikular youtube videos where we might
want to add manage placements it's
always easy enough to just start
creating an ad group and start
researching options based on typing in
certain keywords but i prefer to
actually get information to back it up
are there partikular placements that are
already providing value to your business
are they already driving conversions are
they already driving traffic and users
coming from these partikular placements
are much more engaged than what you
typically get if you have the
information from previous display or
youtube campaigns whether organic or
paid start there first then if you feel
you're maxing out the reach with some of
those placements start proactively going
to youtube or within this planner tool
when you're creating an ad group and
then test out some of those higher level
options either way i strongly feel that
starting off with the manage placement
ad group is one of the best ways to
start testing the display network you
have more control and you have a better
understanding of where your ads are
actually being placed then if you're not
getting the volume or the reach that you
want you can always expand it later on
what are some other ways that you have
research managed placements that we
didn't tok about in this video i
definitely want to hear about it and i'm
sure the other viewers do too so let us
know in the comments below thanks for
watching our video if you found it
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