Users will not search for your e-shop unless they know you exist. If you are starting, but even if you already run an online business, it is recommended that you continue to take new steps to find new potential customers. Google Ads in Display Network is a great way to bring your site closer to people who don’t know it.
To be effective, ads must be targeted correctly. We’ve already described some articles concerning targeting in older blogs. This time, we’ll focus on more specific tips to make your Display Network targeting even better.
1. Ads may not be placed only on websites
When you advertise in the Display Network, your ads can appear anywhere. We are not only talking about websites, but also YouTube channels and videos or apps. Of course, always according to targeting preferences.
This may sound interesting, your ad has the potential to be displayed anywhere, but it can also be misleading. In the case of applications, even counterproductive. In most cases, you can choose where to place your ad. However, Google recently prevented negative targeting (exclusion) for applications.
2. Keyword targeting
Keyword targeting can be set in two levels – Audiences and Content.
By settings in Audiences, you can target people who are interested in a particular keyword. However, classic targeting through pre-defined settings is a thing of the past. Audience targeting was changed to custom intent audiences in the new Google Ads interface. Instead of the different factors you have chosen for classic pre-defined audiences, it is now possible to reach people based on what they purchase. This method is even more precise and will help to identify the ideal audience.
Custom intent audiences are currently running for Display Network advertising only. If you are concerned about such detailed settings, you can use auto-generated lists of custom intent audiences. These are formulated by Google based on user behavior, remarketing lists, and so on.
Content targeting is contextual. Google analyzes different placements and your other settings (e.g., keyword list) and finds relevant placement locations for them. The context is based on site content, traffic, and demographic data.
3. Negative Targeting, respectively exclusion
Use exclusions to target your ads and ad groups more precisely and effectively. You can exclude a variety of factors, such as keywords, placements, interest, audience, theme, or demographic. This means that your ad will not be shown to that group of people. For example, if your ad is for people 35+ years old, exclude groups 18-24 and 25-34.
Keep in mind that targeting is an area you should specifically pay attention to. If your ad is showing to people who are not interested in your product, you will not acquire any other potential customers. We believe that even with these three tips, your targeting will be easier.