Revisiting Display Targeting One Year Later
June 20, 2013
For this month’s series on PPC Hero, we’re taking a look back through our archives and revisiting some ideas we’ve talked about in the past and how the past year or more has changed our thinking about them. Things are always changing in PPC, and our views and opinions about it are no exception.
For this month’s series post I knew I wanted to talk about the Display Network, so I dug through my old articles and found one from almost a year ago about flexible targeting. See, back in July of 2012, your targeting options for Display looked like this:
This AdWords blog, announcing flexible targeting for Display, came out almost exactly a year ago. My reaction at the time, which is what that blog post I linked to was all about, was that I’ll forever do what I was doing, which was splitting all my different targeting out into their own campaigns. I was all “pffft, Google is such a dummy. Who would want to do that?”
So, much like Ygritte tells Jon Snow: “You know nothing…”
Now, a year later, there’s been SO MUCH change in the Display Network, and we know SO MUCH more. Enhanced campaigns have brought us bid modifiers at the ad group level! Not being able to control things at the ad group level was one of my big gripes about not breaking targeting methods into their own campaigns a year ago. Just the set-up of Display targeting is way more advanced now. Check out what it currently looks like:
Broad reach is now like “Bid Only” and specific reach is like “Target and Bid.” Plus, you get a fancy schmancy Venn diagram! This really allows you to see what you’re targeting as you play with the different settings for targeting. This screenshot, for example, is from an ad group that uses both placement and keyword targeting. So, the Venn diagram shows that it’s always bidding on keywords and it’s only bidding on placements when it matches keywords.
So, what’s changed my opinion since last year? Well, there is now device control at the ad group level with enhanced campaigns!
So that’s awesome! Compared to last year, now you have more control at the ad group level, most definitely. However, you still lack control for budgets at the ad group level. It really depends on what your strategy is, but I feel more open to having more diverse ad groups and not splitting stuff out into its own campaigns as much. I would still highly recommend keeping similar targeting in its own campaign just for budget control, however. Or, at the least, all targeting with similar objectives.
For example, let’s say you want one Display ad group that utilizes topics, placements, and keywords to collect email addresses through a small lead form in order to grow your email newsletter list. While all of these targeting methods vary, they all have the same objective. This could allow you to house them under the same budget since you know you have some flexibility with the targeting as shown in the screen cap above. If one targeting method isn’t working well, you can lower bids on that specific targeting method. It you have it enabled to “bid only,” then you can control the bid on that targeting method while still allowing the bids on your other targeting methods to continue on unaffected.
Let’s say you want another Display ad group that utilizes an interest category, placements, and keywords in an effort to gain actual sales. This is a different objective, and will mostly likely have a much lower return than the lead generation ad group. You’ll still be able to control all the bids on all the targeting methods like the previous ad group, and still be able to control the device bid modifiers. However, there is a really good chance that you’ll want to separate the budgets between these two ad groups. You’ll likely either have a small budget for lead generation for your newsletter since it’s not making you real-time dollars, or your sales-oriented campaign will have really awful conversion rates and you’ll want to limit its spend.
So, while we’ve come a long way in terms of control at the ad group level, until we get budget control there as well–we can’t completely integrate Display efforts. However, I’ve personally had to build way fewer campaigns with all the changes that have happened over the past year, and it’s been great for account organizations and management!
Expanded Text Ads: 7 Million Clicks Say They’re Underperforming
Over the past 6 weeks, we have been lucky enough to experiment with expanded text ads, and frankly, I’m not impressed with their performance.
£300 Off Hero Conf London Ends Tomorrow!
Time is nearly gone to reserve your seat for Hero Conf London, 24-26 October at etc.venues St Paul’s, at a huge discount off the regular conference rate!
Expanded Text Ads Come To Google AdWords Editor
Advertisers have been able to create expanded text ads, but couldn't utilize AdWords Editor. That has now changed with the release of the latest version of AdWords Editor.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Bidding Farewell to Adwords Converted Clicks: Don't Panic
AdWords will soon be saying goodbye to the "Converted Clicks" metric. Learn more about what this means for your account and how to prepare for the transition.
Olympic PPC Ad Strategies
How spectators consume sporting events and a massive expansion in the digital space will prove to shake up who and how advertisers reach their audiences.
Hanapin's PPC Resources Are Now Ungated!
You can now access Hanapin's whitepapers and toolkits without having to fill out a form!
View Ad Creative Through The Eyes Of Your Searchers
Learn to understand that ads do not live in the vacuum of an excel sheet and common practices should be tested.
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.