A new targeting option is available to advertisers that engage in Remarketing which allows advertisers to reach qualified new customers who are ‘similar’ to their website visitors and customers, even if they have never been to the website before. This new feature is called Similar Users and is a targeting option available on the Google Display Network (GDN) through Google AdWords.
The advertising platform uses the current audience remarketing lists within your account to identify other users who have similar browsing activity on the GDN and automatically finds a larger or smaller audience based on similar traits or your remarketing lists. The more diverse your remarketing audience lists are, the broader and deeper the opportunity will be.
To implement Similar Users, create a new campaign targeting the Display Network and in the new Display Network tab, select Interests and Remarketing. Next, click Change Display Targeting and select Remarketing Lists. Click the box next to “Show Similar Audiences” and from there you will be able to select various Similar Users lists based on your current Remarketing lists.
Google says that the cost per acquisition (CPA) for Similar Users tends to be range between the CPA of your Remarketing and contextual keyword campaigns.
Google is informing advertisers that starting on September 5th, DoubleClick Ad Planner will be a tool dedicated to researching over two million placements within the Google Display Network (GDN) and will have a new name: the Google Display Network Ad Planner. The search engine says that in order to maintain the highest level of quality planning data and to invest in new functionality, they need to discontinue some of the old features.
Some of the functionality from DoubleClick Ad Planner will no longer be available. For example, information on any sites, domains or non-GDN placements will no longer be available. In addition, information like household income, education, keywords searched for or videos also watched will not be accessible in the new GDN Ad Planner, and therefore, their corresponding filters will also no longer be available. Instead of showing sites also visited, the new interface will display placements with ads that also received impressions.
Google Display Network Ad Planner also says that data will be collected using DoubleClick cookies; whereas in the past information was collected by a third-party. This means that data like age, gender and unique visitors will be computed using cookies.
Most of the meat and potatoes of the functionality of the placement planner will remain intact and advertisers will still be able to find specific placements and targeted audiences based on their web site goals.
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.
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