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Google provides you with various different options for targeting in Google Display Network.
1) Managed Placements. You can target which specific websites or categories of websites you want to advertise. You can even target a specific area on a site. This gives you a lot of control, but it greatly limits your reach, and it’s fiddly to do so it’s not something I really recommend unless you have a particular reason to do so. I do recommend always excluding irrelevant placements however, and targeting by website category is fine if you don’t do any other method of targeting.
2) Searched Keywords. To target this way on Google Display Network you would create a list of keywords that you would expect your customers to search. The Google Ads keyword planner can be a great help here, or you can take the keywords from your existing search ads. Keyword ideas include your business name and branded terms, your competitors business names, product or service terms or key questions someone may have if they were likely to be your customer. You can create “Custom Intent” and “Custom Affinity” audiences from these keywords, depending on whether they have to have typed the term exactly (Custom Intent) or something similar to the term (Custom Affinity).
3) Past Behaviour on Google. Google collects data about which websites people interact with, and whether they interact with these at an interest level or at a research or transactional level. Google categories these into Affinity (interest) audiences and In-Market (conversion intent) audiences. There are many pre-defined categories put together by Google which classifies people into the most common ones. You can also create “Custom Intent” and “Custom Affinity” audiences based on specific URLs, depending on whether they had visited those exact URLs before (Custom Intent) or URLs similar to those URLs before (Custom Affinity). Standard Affinity audiences may include things like “Music Lovers” whereas an In-Market audience may include for example “Trips to New York”, or “Shoes”.
4) Past Behaviour on Your Website or YouTube Channel. These are called remarketing audiences because they market to users who have already encountered your brand in the past. Remarketing audiences are created by you using Google Analytics and/or Google Tag Manager. You can select people who visited any website where you have placed your Google Analytics tag. You can keep them in an audience for up to 540 days and you can segment them based on how they behaved, eg. users who purchased from you, or users who watched your video on how to do fly fishing, or users who viewed an online proposal, or users who attended your webinar etc. (This might require conversion tracking through a tool like Google Tag Manager if you want to get really granular). Remarketing can also include people who have watched your video(s) on YouTube.
This tip and many others are found at https://www.petramanos.com/category/tips/