targeted display ads
Published on: February 2 2023 by pipiads
Table of Contents About targeted display ads
- Free Google Display Ads Course 2022 - Step-By-Step Guide to Google Display Network Advertising
- Google Ads Content Targeting 2022 - Targeting Placements, Topics, and Display/Video Keywords
- Google Display Ads Tutorial (Made In 2022 for 2022) - Step-By-Step for Beginners
- 6 Quick Google Display Ads Optimization Tips 2022
- Targeting Display Ads
- Google Display Ads Website Targeting Tutorial
Free Google Display Ads Course 2022 - Step-By-Step Guide to Google Display Network Advertising
welcome to my Google display ads course. I'm going to be going over how to create a Google display ads campaign, some best practikes, how to optimize your campaigns, responsive display ads- basically everything you need to know to create a successful Google display advertising campaign. so you're going to see all the time stamps first, so if you want to jump to a specific spot in the video, then you can go ahead and do that. now what the video is going to start with is my Google display ads tutorial, and then I'll go over the Google Display Network. I'm going to go over responsive display ads and then I'm going to go over some different strategies and best practikes as you're building your campaign: how to Target different audience segments, how to Target your data segments- AKA remarketing audiences- and we'll finish it off with optimization. so let's get started. the first video, as I get started, is my Google display ads tutorial, where I show you exactly how I create Google display ads campaigns and some different strategies that I use as I am setting up my campaigns. so let's get started. today is going to be my Google display ads tutorial, so I'm going to go over my strategy for creating Google display ads campaigns and all the things I try to make sure that I have set up before I create my campaign. so you can see here I'm in my Google ads account. so that's where you need to get started. you need to make sure you have a Google ads account, and the first thing I always do before I launch any campaign is make sure I'm setting up conversion tracking. so if you don't have conversion tracking set up, this is what you want to do now, and conversion tracking is going to vary based on what your goals are. so, for example, if you have a Shopify website and you're trying to sell products, you can use the Shopify integration with Google ads and you can easily set up conversion tracking and pass along value for what people are actually purchasing from your website, how much they spend, and you can track that all back to your campaigns. now, if you have a separate, a different type of website where people are booking appointments or they're calling you by phone, whatever it may be- you need to make sure you're tracking all of your key performance indicators in Google ads, because then you can actually optimize your campaigns for them. so, to get started, I'm going to come in here to tools and settings, and what we're going to do is, we're going to come to measurement and we're going to two conversions. so this is where you can create new conversion actions or, as I'm going to do right now, import conversions directly from your Google analytiks 4 account. so if I come over here to my Google analytiks 4 account for beachfrontaccorecom, then what I can do is coming over here to configure. I recently created an event called affiliate click, so it's tracking every time someone clicks on an external link on my website, and I've been able to exclude all the external links that are not affiliate clicks. so I just recently created this event using Google tag manager and using my Google analytiks 4 account. I will create a separate video showing how to track affiliate clicks, but what you can see here is I have this existing event here, so what I can do is I can mark this as a conversion. so if I click here, it's going to mark this affiliate click as a conversion. so now we come over to conversions. my affiliate click will actually be here as well, tracking conversions, since I don't actually have a purchase on my website. since it's an affiliate marketing website, I am tracking how many clicks. I can drive two different affiliate offers. so that's the first thing I like to do, especially when we're looking at Google display ads campaigns: making sure that we're setting up conversion tracking. so there's one more step that we need to take, but what I would recommend doing at this point is going to the admin section and making sure that you have a link to your Google analytiks and Google ads accounts. so you can see, I have my Google ads account linked here. I have personalized advertising enabled and if we come back over here to Google ads before we set up our conversion action, what we can do is we can go to tools and settings here and under setup. what we're going to do is we're going to click on linked accounts. so this will show all of the accounts that we've linked to our Google ads account, and here's where you can link your Google analytiks 4 account. it's very easy to do, since mine are both under the same exact Google account. so my Google analytiks 4 account, my Google ads account- you can see I have it linked right here. now. it also pulls in my farmhouse goals Google analytiks account, so I could easily link some of these other accounts as well, but for right now, I have this account account linked here for beachfront Decor, so that's going to allow me to actually do a couple of different things. first and foremost, we come to tools and settings. we come back to the conversions page. let's go to measurement and we're going to go to conversions, and what we're going to do now is we're going to click on new conversion action and we're going to import. so we're importing data from Google analytiks and we're going to choose Google analytiks for properties web and we're going to click on continue. and now you can see my affiliate cling- affiliate click analytiks event. so if we come back over here, this is the same conversion over here. if we come to configure and we go to the conversions page, you can see we have this affiliate click conversion and over here we have affiliate click as a conversion. so we're going to select this and we're going to import this as a new conversion action. so that's what you want to get started with is make sure you're using conversion tracking, and what I would recommend doing is for your conversion tracking. if you come down here, this is going to be set to other. we're going to click on this and we're going to edit the conversion real quick. so we're going to click on edit settings so you can see here the conversion name is beachfront Decor affiliate click goal and action optimization. since I'm just tracking affiliate clicks, we're going to set this as other. that's perfectly fine- a primary action used for bidding optimization, and we're just going to be using one dollar as the value. so what that means is it's going to count each individual conversion action as one conversion. so we'll click on Save here. it doesn't matter whether it's a dollar or or it's just counting one. every single click is going to count as one. The Source will be Google analytiks four. it's a website conversion. it's called affiliate click. in Google analytiks four. it's my beach frontal core ga4 property name. we're going to count every single conversion because every click is valuable. it could lead to an affiliate sale and then click through conversion window. it's set to 90 days, so you can set this to a shorter period of time. you can keep it at 90 days, so I'm fine with keeping it at 90 days, because I like to know how my how everything is performing. it doesn't have to be a short period of time. the attribution model I would recommend using data driven, so data driven is actually able to look at all the clicks along the path to conversion give and give them each a value. so there's different attribution models here. I would not recommend last click or first click because they're only looking at one click on the entire journey and with display somebody might see multiple ads, click multiple ads, somebody might click a search ad, somebody might find you organically, somebody might find you on social media before they actually convert. so you're looking at all the different paths for a conversion and it's going to give some credit to clicks on the path that happen from your display campaign. so, first things first, we have our conversion tracking set up, so we click on done here. the next thing we want to do is we want to come over here to tools and settings. we're going to go to Share.
Google Ads Content Targeting 2022 - Targeting Placements, Topics, and Display/Video Keywords
what's up everyone, welcome to the Surfside PPC YouTube channel. today I'm going to be going over Google ads, content targeting, so some different ways that we can Target our ads across the Google Display Network onto some different websites, some ways that we can Target different topics, how we can run our ads across YouTube as well. so I'm going to show you some different ways that you can actually Target content with your display ads and with your video ads. so let's come back over here to Google ads and let's create a new campaign and we're going to click the new campaign button. and now the first thing you want to do when you're setting up a campaign is set up your objective. now, if you watch enough of my videos, you know that I tend to always use the sales or leads objectives. there's very few other times that I change to one of the other objectives. so let's just say we want to drive sales with this campaign and we're going to use our purchases conversion goal. so we have our conversion goal. we want to drive sales. we're going to click on continue and let's say we want to create a display campaign, so a display campaign. we can run different kinds of ads across the web, so we're going to run display. you can enter your website here and we can name our campaign. I'm not actually going to launch this campaign. we're just using this to show some of the different content targeting options. so first things first, when you're setting up your campaign, is you want to set up your location targeting and your language targeting? so I'm not going to adjust these for this individual campaign. but as you start going through the process, you're going to get to targeting. so you're going to set your budget and bidding and then you're going to get to targeting. so we're just going to click on targeting and one of the things it's going to say is: optimize targeting helps you get more versions by using information such as your landing page and assets. so they're going to use our advertisements. they're going to use all the information they have about exactly what we're promoting to try to find people that will also be likely to convert for us and will be interested in our offer. so we're going to have optimized targeting set up. so what we can do here is click on ADD targeting. so when we click on ADD targeting, you're going to see the five different options it gives us right now. so audience segments- I'm not going to be going through that in this video, because that's specifically audience targeting demographics. so that's going to be People based on age, gender, parental status or household income. so the three different options here as far as content targeting are keywords, topics and placements. now, before we get started going over any of these three, what I want to show you real quick is, if you look at Google ads, they're going to say: until your account is migrated, so they're working on further improvements as far as content targeting, and my account has not been migrated yet. but once you're account is migrated, you can start using different types of content targeting. but if you're setting this up right now- right as I've published this video in the following weeks and your account has not been migrated yet- where you see topics, placements and display video keywords Consolidated into a single content page and report. so what we want to do right now is we're going to choose one type of content targeting method, but I'm going to go through all three of them, just so you have an understanding of how they work. so if we come back over to our display campaign, let's start with keywords. so if we click on keywords, it's going to say: suggest terms related to your products or services to Target relevant websites. so the example I'm going to be using today is: let's just say, I have some type of investing product, so I want people to sign up for my investing website. whether it's a trading platform, whatever it might be, we'll just say I have some type of investing product that I want to sell, so I want to reach people as they're on websites related to investing, trading, anything related to that. so I'm just going to use a very broad example here: investingcom. if you come to a website like investingcom, you can see right here this is a Google display ad. so if we keep scrolling down over, here is another Google display ad. so these are all targeted in different ways and they may not necessarily be using content targeting, but what you need to know is that if you do come into your display campaign and you're trying to Target based on keywords to Target relevant websites, if I enter my product or service, we just say investing, it's going to pull up a bunch of different keywords. now these are contextual keywords, so people aren't actively typing these in. these keywords actually match the content that is on thisinvestingcom website. now one thing to keep in mind is, within investingcom, you might see different types of stoks related to automobiles. so what might end up happening? as you are running a keyword contextual campaign or if you're targeting investingcom through your placement targeting, you might end up on some of these different pages as well. so you're not just targeting the home page, you're targeting every page they have. and as you get into topic targeting and as you get into some of these different types of targeting- for example, let's say, I come down here to topics, so I choose topics and I end up doing autos and vehicles. now this page right here that is a down Dow Jones Automobiles and parts fund- this page may end up with our advertisement. you can see there's an automobile ad right here. so just keep that in mind. as you are running your display advertising or video campaigns and you are targeting content, you may end up on a website like investingcom. but ultimately, what you want to make sure is that the pages that you're targeting are actually relevant to what people are looking up. so let's come back over to our display campaign. we're going to collapse topics real quick and we're going to come back up here to keywords. so what you want to do is suggest terms related to the products or services that you are promoting. so if we use investing, let's just say I enter all these different keywords here. so any keyword that is about investing, I want to make sure I'm targeting it. so what you want to do is add all of these relevant keywords in here and then what you can do is also add different types of keywords. so maybe I want to do trading. you can see right now. now it's saying I have 490 million available Impressions based on my targeting and settings. so as we add more and more keywords- So I entered trading here- as we add more keywords, our Impressions should increase. so we'll just keep adding more keywords here and we'll see what our Impressions end up as okay. so we added a bunch of keywords. our Impressions went up to 560 million impressions. so what you want to do is keep adding relevant keywords here. you could basically take your SEO keyword list and copy and paste it right here and you're going to end up targeting a lot of different websites, videos, YouTube channels that are all relevant to these keywords. so keep that in mind, as you are using keywords for your targeting. so if you're targeting content, it's going to find keywords that are relevant to the content where your ads are being shown. so let's collapse. collapse keywords real quick. and let's just come over here to topics and we're just going to look at Impressions and I'm going to show you what happens when we come in here and we click on one of these targeted topics. so let's say, I come down here to finance. now, going through all these topics, you can see a lot of them, main topics you would expect to see: Sports, Science, pets and animals, home and garden, law and government. there's business, so you can easily find your topic in here and if not, you can always search at the very top so you can search something like investing or whatever it is that you're promoting. so we're going to come down. he.
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Google Display Ads Tutorial (Made In 2022 for 2022) - Step-By-Step for Beginners
Hey guys, Ivan, here at ivanmanacom. In this video, I wanna show you how to create Google Display Ads from start to finish, as you watch behind my shoulder Now. as you know, Google Display Ads are ads that are going to be showing up on different websites that you are going to select using the Google Ads interface. So, for example, here you have a TedCrunch website or tikCrunch website and you see some ads at the top. here you see some ads on the side. Here's another example of the New York Times. You see a sponsored video there at the top. That's something that I'm gonna show you how to do in this video, step by step. Now, the coolest thing about this video is that look at the date. it is January 2nd 2022. So this video was made in 2022, for 2022. So you're gonna see the freshest interface, the freshest outlook. Everything's gonna be as updated as possible for this new year. all right, So let's get straight into it. So the first thing you guys wanna do is head over to adsgooglecom, if you don't have an account yet, and either sign in, if you have an account, or just click on Start now and set up your new account. Now, Display Ads are a little bit more advanced. So I'm assuming you already have a Google Ads account. I'm not gonna go into too much detail. And once you're here in your dashboard, what you're gonna do is click on Campaigns and click on the little plus sign and click on create New campaign. And then this is where we're gonna set everything up. And, by the way, if you just created your account, you might see a little option at the bottom that says Switch to Expert Mode. So click on that, if you haven't. Now what we're gonna do here is we will be sending traffic to our website, right, So we'll click Website traffic. but instead of Search, we wanna click Display, because we want our ads to show up on these different websites. So we're gonna select Standard Display campaign. We're gonna be using my website as an example, https wwwivanmanacom, and then we'll give it a campaign name. We'll say ivan mana - display campaign And just put it in. enter the campaign name, click CONTINUE, And here we're just gonna go from top to bottom as we fill all these details in. So the first thing it's asking us to do is enter the location. So this is totally up to you. Where do you wanna promote your product? For me, I usually start with the tier one countries. so that's Canadia, that's America, that's England, And you wanna make sure it is the country? So United Kingdom, New Zealand and Australia, And these are the countries which have the highest quality traffic. So this is usually where I test my offers and just get started with. So next, you wanna select the language. I go with English. This will not translate your ads. this will show your ads to people that have this specific interface, So people that have an English interface. your ads are gonna be shown to them. right? You click on MORE SETTINGS. You can play around with these options here. it's pretty straightforward. I would probably not touch anything except the Ad schedule, if you want. So if you're saying "Hey, I only want my ads to show from nine to five every day", you can do that. Change the start and end date. So, for example, if you're saying "I want my ads to run for a week", you can go in and say "Hey, I want my ads to stop running on the 9th of January", Something like that. totally up to you. Everything else here you can play around with it. Oh, one more thing: Devices. You can show it on all devices, or you can select where exactly you wanna show your ads on. So again up to you, but these are the options you have. So we're gonna click on NEXT. Now, here we have to set the budget and the bid. So the higher you spend per day, the faster you're gonna get the results. So I would suggest starting with as little as $10 a day. That's what I started with when I started doing affiliate marketing, but it's totally up to you and to your comfort level. So the next thing you wanna do is select your bidding. So I do wanna select that option and I wanna say Manual CPC and I wanna be able to pay per click. right, I don't wanna maximize my conversions yet because we don't have the conversion set up yet. So I will create another video for how to set up conversion tracking with Google Ads and your website. I'm gonna update the video, but in the meantime, take a look at the one that I already have out. I will link that video in the description And once you select that, we're gonna click NEXT. And it looks like there's a little error here. So we do have to set an enhanced CPC bid. We're actually not using enhanced CPC. we're using manual CPC. Enhanced CPC means that Google will spend a little bit more than your bid, but we still have to enter an amount here. So disregard this, because we didn't set up our targeting yet at all. So Google assumes that we're gonna be targeting the entire world, right? So we don't want that for now. So let's suppose we set our bid to, let's say, 10 cents per click. Now keep in mind, compared to search ads, the traffic here is gonna be way less relevant, right? Because now you're showing your ads on a bunch of different websites and it's not gonna be as targeted as search ads, where somebody is actually typing in for the keywords that you've selected. So the bid I do like to set much lower than for my search campaigns. and we're gonna click NEXT. And now this is the targeting part. okay, So this is gonna set who are you going to target? Either who or where. okay, And let me get into more detail here. So click on ADD TARGETING. So the first option here- let's go from top to bottom- is the Audience Segments. So if you click over here, you will be able to set who you want to show your ads to, regardless of which website they visit. So let's suppose here, if you click BROWSE, you can target based on demographics. So parental status: are they parents, Are they married or single or divorced, Or what their education level is- Sorry, not divorced, just single, married or in a relationship- What their education level is, what their home ownership status is. So you can target these people regardless of which website they visit. So Google knows a lot about you, okay. So this is gonna be Google's information: based on what they know, you'll be able to target these people. You can also target by interests and habits. So if Google sees that some people are spending a lot of time in the banking and finance niche- They're looking at a lot of these websites- You can target these people then as well. So you can select this home and garden. And we are doing online marketing. so I actually probably don't wanna do that. We'll take a look and find some options later on. But these are interests. so what Google deems people are interested in the most based on their search history. right, You can go back. you can go with In-market and Life events. So Life events is if people are purchasing a home, if they're moving. So Google is gonna see that somebody is currently searching up houses to buy, for example, right, So then they're in the market there right now, As opposed to affinity, where that's a general trend of their interest. In-market means something they're doing actively right now, as deemed by Google. So if you're a real estate agent, you would probably wanna target people that are purchasing a home And, by the way, for any of these, you can click on the little dropdown and you can get some more information or some more options here. to get a little more specific, You can also hover over any option and you can see how many weekly impressions there are for this specific topic. So there are 100 to 500 million impressions- million people seeing potentially your ads every week that are in this category of purchasing a home. So these are some of the options here. Now, these options here they are going to be remarketing lists. So, for example, we have some remarketing lists here and you will be able
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6 Quick Google Display Ads Optimization Tips 2022
what's up everyone, welcome to the Surfside PPC YouTube channel. today I'm gonna be going over six different Google display ads optimizations that you can make within your campaigns. so I'm going to be using this old campaign that I ran- and I ran this- just as an example, but it was a furniture sale that I ran in April. so let's just say I want to get this campaign back live. we're running another furniture sale for the next month, so I want to make the optimization to this campaign before I relaunch it. so I'm going to go over some of the things that I would look at for one of my own campaigns or a client campaign when it's time to optimize your Google display ads. so let's get started with my list of optimizations here and then we're going to go into each individual thing and kind of give you a little bit of insight into what you're optimizing. so optimize your landing pages, your display ads, your targeting, your bids and conversions. you should be using smart bidding for your Google display ads, the location that your ads are actually showing up and your offer. so let's get into number one. number one: optimize your landing pages. where is your traffic going? what are people seeing after they click your ad. so you want to make sure you're asking yourself some of these different questions at the bottom here. where is my traffic going? what are people seeing? so in this case, I am running a furniture sale, so my ads are all geared around Farmhouse Furniture. obviously, people are seeing these as display ads, but one of the things that I like to do is go to Google search and search the main keyword that you're kind of promoting with whatever it is you're trying to sell with your Google display ads. essentially, what we're looking for here are just some landing pages. so I've gone through to some of the ads. we have an Overstok ad right here. Overstok actually had an organic option here as well, so I clicked on both of them and then I scrolled all the way to the bottom of the page and I found this one more ad here for James and James Furniture. so we have these three different landing pages I pulled up along with my own, so I'm currently sending traffic to this landing page where you can see people can click through some different categories if they scroll down. there's some different products for sale here over on the left hand side. the one thing I really need to refine here is Farmhouse products is make sure that this actually matches the category. so this doesn't really perfectly match the category because I have some lighting here. this is a RAID done product that I actually have to regenerate the image. but what you can see here is this is my landing page, so I could definitely make improvements to it. there's really no offer on the landing page either, so I need to make sure I put my offer on the landing page. but let's look at overstok's landing page. so further advertisement. so at the very top of the page you can see they had the first advertisement here below the shopping ads. so if we click, this is what their landing page is. so I come in. extra 15 off select Furniture. featured categories. need inspiration, virtual showroom, beautiful desks, and then they have a bunch of categories here. if we keep coming down how to style the curved Furniture Trend furniture by Price, fluted Furniture Trend. so they have some different Trends here. they have some pricing, they have some categories. so it's a good landing page to try to get people in who are looking for a broad category of Farmhouse furniture and then they can click through and choose what they actually want to buy. now the one thing is it just shows Furniture here, so there's nothing geared around Farmhouse Furniture. so that's the only real downside I see with this landing page: it's not really geared towards Farmhouse, it's just Furniture in general. now the organic listing is actual Farmhouse Furniture. basically they just have their Farmhouse filter here. so any product that they have as a farmhouse style is on this page. so this isn't the greatest landing page, truthfully, because you don't have categories of products. you're just kind of showing different random products here and to me they're not all completely Farmhouse related. so not the greatest page. but organically it ranks really well. but that's because it's Overstok. so let's look at James and James. I actually really like this landing page. now you come here and essentially at the very top is a storytelling video. so they're showing: buy our furniture. you can see it's not some large manufacturer that's making thousands and millions of pieces. they're showing this garage where somebody's make putting together actual Furniture. you could see all these different Furniture pieces here like a showroom. so if we come down we can click through to some of these different categories. why our customers love J and J built furniture, along with some testimonials watch from James garage. so they have a lot of different things here and I like this landing page overall. so, number one: make sure you're optimizing your landing pages, and one of the things that you can do is, let's say, you have your responsive display ad here. now I'm going to go into a couple different things here, but if you're running one or two responsive display ads, let's just say you are running two responsive display ads. that's going to be another one of my optimizations in a second. so let's say you have two different ads here, what you can do is duplicate your ads in your ad group. so we come here, we take the existing advertisement, we edit, we copy it and then we paste it. so we're going to paste it right into this ad group now, okay, and what you're going to see is we have our one original advertisement here and all you need to do is duplicate this ad and then we can a B test our landing page. so we have the same advertisement running. you come into this new advertisement and just upload your landing page. so what I would probably do is create a brand new landing page on my website. so if we come back over here, here's my current landing page. I'd probably create a different landing page, maybe feature some of the categories more, put some testimonials in there, make sure I have an offer at the top of the page, maybe some different featured Farmhouse Furniture products. so all all these different things could really help my landing page. so what you want to do is just do a couple different designs on your landing page and see if you're able to see a lift in your conversion rate so you can improve your cost per conversion. so we come back over here to Google ads. all you need to do is come to the top of your responsive display ad and just change your final URL here, so we update our final URL. keep everything exactly the same, click on Save and now we're testing our landing pages so that helps us optimize our landing pages. so this might be something you want to do monthly. so every month, create a new landing page, duplicate your ads, remove whichever landing page isn't performing as well, and then start testing the new landing page, because what you're looking for is Lyft. so if you test this for a couple of different months, you can figure out. okay, this is my top performing landing page. this is the landing page that is the winner between all of them. so this is the one we're going to run moving forward. so it really helps with your conversion rate optimization to actually optimize your landing pages- and a lot of people don't think about it when you're looking at your display ads campaign to understand where is the the traffic going? what are people seeing after they click your ad? the conversion happens on your landing page. so you need good landing pages. so I'm going to spend the most time on this one. so let's bring us to number two: optimize your display ads. so I broke my own rule here. here do you have at least two responsive display ads and have you tested standard display ads? so let's come back over, and the first thing I want to go over are standard uploaded display ads. so some of the
Targeting Display Ads
[Music]. good morning. I'm Ryan Gill. christen lead creative here at company 119 and this is the coffee cup, your daily dose of digital marketing advice and tips, and we thank you for joining us. we do running right. remind everybody that on Fridays we do take your viewer submissions. if we use one of your submitted questions, we are giving away free t-shirts once a week to any viewer whose question is used on air as our coffee cop- a coffee cup topic for Friday. so make sure you continue to send your submissions. we look forward to those. so yesterday we toked with John Klein, our lead designer, here, and he walked us through some of the processes that he uses to make really great display ads. display ads, or any type of visual contact, that content that is used either on websites or on your social media to be a visual advertisement for your product or your company, now display ads. the way we usually think of display ads is when we visit a site. there's banners, there's ads on the side, picture images that companies used to display. you know different products we might be interested in and you might think it's just all coincidence that every time you go onto certain sites you see certain ads for products that you use every day, or that you went online your research kayaks and then all of a sudden you went to another website and the manufacturer of the kayaks has ads on that page. it's amazing sometimes how it makes your company appear to the novice who doesn't understand digital marketing. I've seen companies before. I knew what went into those display ads. I thought, oh my gosh, I thought this was just a local company. but here they are. everywhere I go, every site I go to now I'm seeing their advertisements. that's not by coincidence. that's by a process called targeting, where you can select where your ads appear when your viewers want to, when you want your viewers to see them. so targeting is a complex thing but it's not terribly difficult to understand once you start to get to know some of the basics. so if you're thinking about doing display advertising and you're doing it on your own, you can go to google ads and there's a place for displaying work advertising and that's where you set up your targeting parameters to know exactly who you're going to go after when you're putting these beautiful display ads up on the Internet. so there's a few different things that you can do to choose where your ads are going to appear. there's different types of targeting that you can subscribe to to determine where those ads appear. we've got an artikle here that was written by Luna metrics, a virtual assistant. John, can you bring up the Luna metrics? there it is. Luna metrics has a great artikle here that is all about the basics of targeting options, and you can find that at Luna metrics com. so the first thing they do in their artikle is they break down the different types of targeting that are available to you to select where your messages appear. keyword targeting is one of the most popular. you can select some broad match keywords, for example, words like men's fashion or women's shoes, and it will appear the your ads will appear, too, on websites that have something to do with those keywords. the problem with keyword targeting is it is, like it says, very broad. so if I put in men's fashion, my ad might appear on an artikle for men's fashion from 2014. it might not be where you want your ad to be displayed per se, so it's not always the most effective way to go about it, but if you're looking for a place to start, some people really like keyword targeting. placement targeting is something that is also very popular. placement targeting is where you actually pick the URL where you want your ads to appear. so if you're selling sports t-shirts and you want them to be on espncom, you can target espncom and your ad would appear there. the thing that's hard about placement targeting is it is based on a bid system. so to bid enough to get your ad to appear on ESP M might be very cost. it might there might be a cost burden there and it might not be cost effective for you to do it. it just might not make sense for you to spend that much money to target certain sites. but if there's a smaller regional site- for example, if there's a Northeast Ohio sports site that you want to target to your team or the product that you're selling, you might have a lot of success with placement advertising. interest targeting is targeting is very popular as well. this places individual users into interest group based on where they go on the web. so Google has all this data about where you visit and based on your interest, you might see some different ads. it breaks down the interest groups into what they call in market and affinity interest groups. in market means people are in the market to buy based on their behaviors online. Google feels like they're getting closer and closer to making a purchase. so if you select, you know in market people that you're going to target, they have a pretty high conversion rate because they're actively looking or in the market to purchase certain products. so sometimes those in market affinity groups can be really great. audience targeting is one. well, with this, audience targeting is where you are building up an audience, either in Adwords or your Google Analytiks. the audiences are made up of view users who have visited your site and then your audience. you know they're themed remarketing audiences. so if they've been to your site many times and you've got that audience that you know is coming to look for specific products that you have, you could target just those audiences and retarget ads on other sites that they visit. so, for example, if virtual assistant John is continually coming to my site and looking at a specific product, I can send him a retargeting message on another site that he's visiting and set it up so he continues to see my branding on sites that he visits. and then there's topic targeting targeting. now, topic targeting is is similar to interest targeting, only it's a more individual process rather than just the individual targeting that happens with the interest targeting. so topic targeting will serve up ads on interest, base on the topic of that site. so that's what you know. it's based on what that partikular site is toking about. those are the ads that would appear. and then, lastly, there's demographic targeting, which is just exactly what it is. you could target certain age groups, genders, parental status, you know economic statuses. you know you can do different things with demographic targeting to really select your audience and make sure you're toking to the right people. you do all this with Google's Display ban planner, that is, on Google Ads. another important thing to do is you can set category exclusions. why is that important? well, we mentioned a little bit with display ads and PPC ads. let's say you're a barbershop that does men's hair and you use razors to cut hair, but you don't sell razors. you might exclude sites that tok about razor sales, not actual haircuts, or you might want to include him. it depends on what your, what your interests are, but there are exclusions that you can put in to make sure that you're not getting confusing messages or confusing sites where it might not be as effective for you to spend your money. so you've got target and bid strategies versus bid only strategies, once you know where you want your ads to display, then you've got different ways to try to go after the real estate on those, the virtual real estate on those sites, through a bidding process. there's a lot. there's a lot to target and bid versus bid only advertising. but what I liked about this partikular, what I liked about this partikular website artikle, is that they use a great analogy for helping to understand the difference between target and bid versus bid only targeting. so they use a relationship example and I love it. targeting bid is like exclusively dating one person. all right, so you've decided that's the person you want to go after, so you targ.
Google Display Ads Website Targeting Tutorial
what's up everyone, welcome to the Surfside PPC YouTube channel. today I'm gonna be going over Google Display ads- website targeting. so if you want to target specific websites with your Google Display ads, I'm gonna show you how to do that today. so, for example, I can go to usatodaycom and I can target this specific usatodaycom slash sports and you can see an advertisement over here on the right-hand side. this is a Google Display ad. another quick example is foolcom. so Motley Fool. you can see there's an advertisement at the top here. as we scroll down, if we're reading an artikle, you can see there's an advertisement on the right hand side. so you can actually target specific websites with your advertisement. so that's what I'm gonna show you. so if we come into our Google Ads account, what you want to do first is create a new campaign. now, if you already have an existing campaign, what you can do is just come over here, go into your existing campaign and over on the left hand side, you're gonna see placements. so websites are a type of placement and placement essentially refers to different areas where your ads are gonna show, and it includes YouTube channels, YouTube videos, websites, apps and app categories. so what you can see here is for this specific campaign. I'm only targeting a couple of audiences in: market and custom intent audiences and I'm not narrowing it down by websites or YouTube channels or anything like that. so you can see, here I don't have any placements, so that means my ads are gonna show across the entire internet to anybody who is in my audiences. so what we can do is see where my ads appeared and what its gonna show is the individual websites where my advertisements have shown. and you can see right here there's 320 total placements for my ads so far and for this I've only spent $23. so even with a small amount of money you're gonna reach a lot of different websites, especially if you're targeting audiences, and since my audience is our home decor based, you can see a lot of these different websites are based around home decor or just home-and-garden in general. so you can see the total clicks impressions on each individual placement. if you find a placement, for example, that driving you conversions, then what you can do is take those placements and make sure you're adding them to your individual campaigns, because those ones are gonna perform well for you if they start driving you conversions. and if they don't, and you don't see any more conversions from them. you can always remove them in the future. so now, if we come over here again, you're gonna see the type. so these are types of placements. so this, Liz Fenwick DIY is a YouTube channel. crafts by Caitlyn, another YouTube channel. so since there are so many placements across the internet, it's hard to target all of them. so one thing you may want to do is, if you're running campaigns to specific audiences or remarketing campaigns, I like to download the placements for my remarketing campaigns, because those are people that I've visited my websites and I can actually see the other types of websites that they're visiting and I can target those websites directly. so one thing we can do is let's just say: I want to take all these placements. we'll just take every single one. we can download this as an excel file. so we'll download it and it's gonna give us a file that looks like this. so you're gonna see, it's gonna show the placement, it's gonna show the actual specific page. so what we can do is we can actually take a lot of these placements and we can just take the placements right here and come down and copy all these different websites. we can copy these mobile apps if we want to. and one thing we might want to do is take these websites and start to add them to our campaigns. so that's one place you might want to start, and I'll show you that in a little bit later, throughout the video. so we're gonna come back over here to Google Ads and what we're gonna do is we're gonna come back to her campaign screen and we're gonna create a new campaign where we're targeting websites. so when you're doing this, what you're gonna do is first choose the goal. so if you've watched any my tutorials, you know I prefer to choose sales or leads, depending on what you're trying to drive for your business. let's just say, for example, we're trying to drive leads for this one. then we're gonna click on display and what we're gonna do is we're gonna do a standard display campaign. so with smart display campaigns, Google Ads is automatikally gonna choose your targeting based on what's gonna perform the best for your business. so we're gonna do a standard display campaign and we're gonna enter our website here. so for this example, I'm gonna be using farmhouse Kohl's calm and we'll click on continue. okay, so as you're building your campaign, what you can see here is: you want to set your location targeting, your language targeting. you want to set your bid strategy. I have videos on all my channels about any of those things if you want a little bit more detail. what I really want to focus on as we come down here is targeting websites. so where you want to start is content, so where you want your ads to show. now, one thing to keep in mind is you can use audiences and demographics and then content as well, which means it's only gonna show four people in specific audiences when they visit the specific websites that you set. so, for example, to use the Motley Fool example I show earlier, what I can say is I only want to target people who have investing interests when they visit foolcom, so you can use a couple of different targeting settings. if you want to also target specific websites, it is gonna narrow down the amount of impressions that you have available to you. so you'll see, over here on the right hand side, it's showing 10 billion plus impressions because we're not targeting anything right now. so what we can do is we'll just say we don't want to worry about targeting audiences or demographics for this example. we just want to target content. so what we would do is we're gonna come here to content targeting and we're gonna go to placements. so placements is where you're gonna find websites and this is where you can also target YouTube channels, YouTube videos, apps and app categories. I really just want to focus on websites here. so what I can do is search any word phrase, URL or video ID. so usually when I'm targeting placements, what I'll start with is I'll just do something like farmhouse decor and right now it's showing me 328 websites. so what I'll do is I'll come in to these websites. it's gonna show the total impressions per week, so this is the ad inventory available on each of these different websites. so something like this 1 million - 1.5 million impressions per week means they have a lot of ad inventory and this website looks like it's really relevant to the types of ads that I would be creating and putting on this website. so essentially, what I'm trying to do is find people who are gonna visit these very relevant websites and hopefully go back to my website and eventually convert. now you might see something like this: BD loan: 24 net loan, credit card deals + com coupons, so you can always visit these different websites and see what their content is, and that de generally a best practike. so what I could do is go to the country-chic cottage net. so we'll take this website, we'll copy it and if we come here you can see there's an advertisement right at the top here. so our ad could potentially be at the top of this website for the country-chic cottage net so you can also see the different types of content they have. so they have a lot of different content on their website- DIY, backpacks, cricket, craft room- so there might be a lot of content that's not exactly perfect for our advertisements, but generally you're not gonna find the perfect placements all across the internet unless you're in certain niches that have a lot of ad inventory available. so usually what I'll do is I'll look at a lot of these d.