Targeting Opportunities Over The Google Display Network

After numerous changes to the Google Display Network in the end of 2011 and beginning of 2012, the targeting features appeared to consolidate. With the introduction of the new Google Display Network tab, Google took a step towards clearer communicating targeting opportunities to advertisers.

There are 2 basic approaches to Display-Network-Targeting:

1. Targeting over context, or “Which sites is my target group frequently visiting?”
In this approach websites which the target group frequently visits are specifically selected. This is possible by selection of placements, by Keyword-Context-Targeting and by Subject-Targeting.

1a.) Placement-Targeting:
With this approach, the advertiser can select websites on which the ads appear. It is required, that the chosen websites are part of the Google Display Network. Those websites can be searched with the DoubleClick Ad Planner and then compose a Mediaplan from relevant websites.

Placement-Targeting

 

1b.) Keyword-Context-Targeting:
Contextual targeting selects keywords to describe a topic or a website’s contents. Google then finds, based on the chosen set of keywords, relevant websites on which the ads should appear.

1c.) Subject-Targeting
With subject targeting you choose from a catalogue of predefined subjects. A subject encompasses a set of websites or website sections which can then be efficiently booked together. A bookable subject would be, f. ex. “Beauty and Fitness > Facial and Personal Care”. The websites are categorized and assigned to these subjects by Google.

Subject-Targeting

2. Targeting per target group or “Who is my target group?”
The targeting criterion for directly targeting a target group is user behavior.

2a.) Interest Categories
For Targeting of interest categories user interest, as automatically admeasured to the user by Google, is targeted based on his user behavior . On the Ad preferences you can examine these categorization for you as a user, change them if necessary or directly opt-out.

Interest Category Targeting

2b.) Retargeting
Retargeting means that users of your website are tagged with a Javascript snippet. The advertiser has the option to mark different parts of his website with unique tags (snippets) to later adress users more directly. For example, the ladieswear range can be tagged differently than the men’s range, to specifically place banners suited for the two user groups. One can also place several tags which can then be pooled to target groups following the principles of set theory. For example when marking all buyers with a tag and all visitors with another, the subset of “visitor-buyer” can be targeted, and for example attract some of the “shopping cart cancellers” again.

Campaign Settings – Specific Reach:
The combination of different targeting options again utilizes a set theory construct (under campaign settings “specific reach”).

If you combine, for example placement targeting and keyword kontext targeting, the advertisements only appear when both criteria are met, hence when a targeted website contains the chosen keywords. This combination is particularly suitable for wide ranging websites where only some specific content is supposed to be targeted.

Specific Reach

In the following Blog posts, the Display Network and its advertising opportunites will be described in detail. Until then, smec wishes you highly successful campaigns in the Google Display Network.