Google AdWords recently released a new interface for its Display Network and the search engine has just announced that it will have more flexible targeting options for the Display Network.
Google says in the coming weeks, in the Settings tab in AdWords, there will be a new “Networks and devices” section that will have a new targeting option called “Flexible reach.” The new targeting option will allow advertisers to edit settings at the ad group level instead of the campaign level, giving advertisers more control over where their ads appear and which visitors will see them. In addition, Flexible reach allows advertisers the ability to combine different bidding techniques with multiple targeting options at the ad group level, instead of the same settings throughout the campaign.
Starting in the next few weeks, the Flexible reach campaign setting will appear as an option setting in AdWords accounts and later this year it will eventually replace the Broad and Specific reach options. Google says that once an advertiser has selected this option for an existing campaign, advertisers will not be able to go back to Broad or Specific reach and new ad groups will have Flexible reach set as a default. Current targeting and bidding choices will remain as-is, but advertisers will have the option to choose how to target and bid at the ad group level.
Below is a screen shot of the new targeting options on the Google Display Network.
Google AdWords is set to release a new tab for the Display Network in its interface to users over the next few weeks. Google says that the new tab will enable you to bid, target and optimize display campaigns all from a single place, giving users a more effective tool to run campaigns on the Google Display Network. The new tab will also feature visual displays that show how reach is impacted by combining multiple targeting types.
A new feature will be the Next-Gen Keyword Contextual Targeting, which will allow marketers to optimize campaigns down to the individual keywords level. Google says that it will be easier to extend search campaigns to the Display Network because findings from search about profitable keywords can then be tried in display. The Next-Gen Keyword Contextual Targeting tool has been in beta testing with agencies and advertisers in the past several months. The new targeting tool will help advertisers optimize campaigns to allow them to aggressively target high performing keywords and be more conservative on lesser performing keywords.
In addition, Google will be adding a visual way to see the reach of your campaigns and see how reach is impacted by combining multiple targeting types like keywords, placements, topics, interests or remarketing.
Google AdWords has launched a new targeting feature available through the Display Network called Google Interest Category Targeting. How does this new targeting work?
Google says that their system looks at the types of pages a user visits, taking into account how recently and frequently those pages have been visited, and then associates their browser with relevant interest categories. Using these categories, you can show ads to the people most likely to purchase your products or services, and you can reach them across all types of sites in the Google Display Network, in addition to contextually relevant sites.
There are approximately 1,000 interest categories to choose from and over 500 million users interested in these categories who visit the Google Display Network every day.
To view the Interest Categories, in the ‘Audiences’ tab in your AdWords account, select ‘+Add Audiences’ and then Interest Categories.
Here’s a more granular snapshot of some Interest Categories:
What is important to note with this new targeting is that it is available in a Cost Per Click (CPC) model where you only pay when a user clicks on your ad. So not only are you able to reach a very specific audience, but you can do so inexpensively. Interest Category targeting is an excellent way to reach users who are very likely to purchase your product or service.