Keywords Make Their Display Network Comeback!
July 13, 2011
Some of the greatest game changers have been because of a bad call or a change in the rules. If you are a baseball fan, you are aware of the ill fate of Detroit’s pitcher Armando Galarraga and his loss of being awarded a perfectly pitched game due to an umpire’s bad call. Unfortunately for Galarraga, the baseball commissioner did not over turn the decision even though ump Jim Joyce tearfully admitted his mistake.
Fortunately for us PPC Managers, Google gave us a game changer and announced yesterday that they are making changes to the campaign settings in the Display Network. Keywords are making a comeback on the managed placement, audience and topics campaign setting. (Insert crowd wave here!)
First things first… the campaigns need to meet the following criteria:
- campaign setting is on placements, audiences and topics
- the ad group is targeting only keywords
- and of course, the account must be opted into the display network. (Good call Google…)
So now that the obvious things are out of the way – what are they changing? Well, previously if a PPC Manager picked the setting for placements, audiences and topics only for their campaign and they have only keywords in the ad group, the ads are not eligible to show. At all. Ever. As in banned from the network like fans wanted to ban Jim Joyce from baseball. Google explains, “ads with this type of setting conflict will start appearing on relevant pages across the entire Google Network based on your keywords…If you add a placement, audience, or topic, your ad will continue to appear only on relevant pages within that placement, audience, or topic.” There is no need to make any changes to the ad groups.
Google has also renamed the settings for these two options.
This will be a great addition to the tools that we can use to heighten our client’s presence on the display network and hopefully get lower cpls out of it. The keywords will give more flexibility than just a managed placement, topic or audience. Now they can all work together and create PPC history! So congratulations, Google Keywords, for hitting a grand slam homer and becoming a productive player on display network team!
Need other resources to help you be an MVP in the display network? Check this out!:
Browse By Category
Seven insights hiding in Google’s new Christmas shopping research
In December 2017, Google released a set of statistics about the Christmas shopping season. Use these insights in AdWords to make this your best December ever.
Stop Using Google's First Page Estimates to Set Your Bids
Google's First Page Bid Estimates can't be trusted. Adjust your bid strategy based on average position and not using this metric.
Your Guide to Getting Organized for PPC Success
Organization is key to success in the PPC industry. Here is a guide to organizing your space, time, resources, and workload for efficient PPC management.
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
A Reminder About Work-Life Balance
Proper Work-Life Balance Is Something Easily Forgotten. Here Is A Reminder That It's Okay To Have A Life Outside Of Work & Constantly Checking Performance.
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.