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Placement Targeting GDN

Placement Targeting GDN: 3 Best Important Facts You Should Know

When it comes to the topic “placement targeting GDN”, we are basically thinking of putting ads on the publisher’s properties. To Succeed in Display Network Advertising it’s important to do proper placement targeting for the display campaigns. In this blog let’s have a closer look at 3 important facts in Placement targeting on the Google display network.

1. If You Don’t Want Managed Placements, Use Automatic Placement Targeting.

Automatic Placement Targeting is a great thing for people who do not want to manage the placement’s on which the ads are shown. In simple terms, in Automatic Placement targeting GDN, Google will itself automatically place your ads across its publisher’s websites, channels & apps. Also, an important fact to note here, in this case, is that Google does an AND combination Logic of your Audience targeting And  Keyword targeting to put your ads in their publisher’s properties.  

Now what this also implies is that advertisers will not have the opportunity and control to select the websites and other placements that are performing well for their campaigns. Because in automatic placement targeting google’s algorithm does all the placement targeting giving no option for advertisers.

Also, the other important thing is that as we all know a lot of publishers try to trick google through click fraud activity. Now your ads might also show up on such sites because your targeted audience might be browsing that website. So, in such a case, you might get a lot of fraudulent clicks and conversions leading to a drain of your marketing budget.

Although Google does it’s best to filter out fraud clicks in your reports, this is something a difficult challenge that is being faced by not just google but with the entire advertising industry.

So, then what are the Solutions to the Drawbacks of Automatic Placement Targeting?

2. Use Managed Placement Targeting to Show Ads on only Targeted & Authentic Websites.

In Placement Targeting GDN, Managed targeting can be set to ensure that the ads are shown only on your targeted websites, apps, youtube channels, and videos.

Now you might ask me a question “How to select the placements manually & how do we know that they are authentic placements?”

Let me answer your questions with the help of these following steps:

1.Go to Your Campaign & Click on Placements from the Left Side.
Screenshot describing the above-mentioned step
Screenshot describing the above-mentioned step
2. And then click on the edit placement icon & choose edit placements.
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Screenshot describing the above-mentioned step
3.Select Your Ad group
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Screenshot describing the above-mentioned step
4. Type in your keyword or URL related to your website.
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Screenshot describing the above-mentioned step
5. Click on Websites.

6. Now manually verify and authenticate all the websites by visiting those websites. Similarly, do the same process for youtube video channel and videos and apps. You will have to go and visit their videos and apps to ensure that the content present on those online properties suits your marketing goals and business needs.  

Screenshot describing the above-mentioned step
Screenshot describing the above-mentioned step

Let say for example we wanted to promote a digital marketing tool like SEMrush through the Google Display Network. Here is what we can do.

Just enter search engine marketing in the search field.

See now Google Ads says we can target 200+ placements, 1000+ videos and a bunch of youtube channels and apps for promoting this tool SEMrush. Of course, we need to check and verify and authenticate if these placement suggestions fit our marketing objectives. For example, when I click on websites, in this case, I see a list of suggested websites like 10bestseo.com, smallseotools.com, etc. I have to go and visit each of these websites and check manually that they have content related to search engine marketing and search engine optimization. Because in this case, we are actually trying to promote a digital marketing tool.   

Screenshot describing the above-mentioned step
Screenshot describing the above-mentioned step

Also, we must also ensure that we keep a note on the impression per week stats of the websites.

Similarly, we can also think of putting our ad on specific youtube videos.

Just click on youtube videos underneath youtube channels in the edit placement targeting option. And then you will be able to see all the related youtube videos of digital marketing like say example, Sourav Jain’s search engine marketing video, Surfside PPC video and lot more.   

Screenshot describing the above-mentioned step
Screenshot describing the above-mentioned step

Remember to choose only those videos that are relevant to your product or service that is being promoted by you. Also, it is a good practice to place your ads on relevant videos that have, amount of video views.

3. Select All the Ad group Settings & Options Properly in Placement Targeting GDN.

When we choose managed placement targeting, we have the option to either, the observation option or choose the targeting option. This targeting option narrows the reach of your ad group to specific audiences, while the targeting options get reports on additional items without narrowing the reach of the ad group to specific audiences.

Also, it’s very important to choose the edit ad group targeting option. Here you can narrow your targeting to keywords, topics, placement, audience, etc.

Screenshot describing the above-mentioned step
Screenshot describing the above-mentioned step

Then in the same ad group targeting option, if you scroll down a bit you can even choose the settings for ad targeting group. Now here you will find 3 different types of ad group targeting methods under ad group automation targeting. 

       They are as follows:

  1. No Automation Targeting.

      2. Conservative Automation.

      3.  Aggreessive Automation.

Screenshot describing the above-mentioned step
Screenshot describing the above-mentioned step

 while choosing this kind of options advertisers should not simply randomly, choose an option and select one. It’s very important to carefully understand each and every Placement Targeting GDN (Google Display Network) terminologies behind these automation options.

Aggressive Automation:

It aims to give you more customers and conversions at your current cost per customer acquisition. In simple words this option puts your ads in front of as many people as possible by using your budget to get more customers at your current cost per customer acquisition. because of the fact that aggressive automation goal is to aggressively promote your ad, hence it might or may not consider your audience targeting, placements, keywords targeting option effectively.

Conservative Automation:

Conservative Automation, on the other hand, aims to give you more customers at your current CPA by targeting similar people whom you have targeted before. This could be an effective option for advertisers who wish to spend their campaign budget moderately by targeting people similar to the ones whom they targeted before. But here in this case again, this targeting option might not entirely effectively show your ads to the people whom you want to target through placement, keyword & audience targeting feature. It’s Because See the thing here is that the main idea and objective of Conservative Automation is to target a similar audience like the ones that you targeted before at your current CPA.

No Automation Targeting:

As the name itself defines, there is no automation targeting if you choose this option. This is one such option in Placement targeting GDN where in which Everything will be fully manual. In simple words this option will help you promote your ads by effectively making using your manually created placement targeting list (that includes websites, apps, videos and channels you have selected), audience targeting list (includes all the customer intent audience, custom affinity, in-market audience that you created ), keyword targeting, topics targeting, your targeting demographics and Geo preference etc . It simply sticks to the managed targeting options set by the advertiser.

Also, No Automation Targeting can allow you to set manual bids for each placement targeting option. Thus Allowing Advertisers to eventually optimize their bids for their best performing placement targeting options. 

I hope you enjoyed reading this article. I hope you got some great ideas on various targeting options in placement targeting GDN. If you like this article please do share it on social media sites with your friends.   

Thanks.