Lesson 15 When Where To Show Your Ads
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This document discusses different strategies for displaying ads on Google's advertising networks. It recommends separating campaigns for Google search partners and the content network due to their different performances. The content network generates more impressions but fewer clicks. Bids and ads should be tailored for each network. It also describes options for geo-targeting ads to specific locations and time-targeting ads to certain days or times.
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Lesson 15 When Where To Show Your Ads
- 1. Where (Online), Where (in the Real World), and When to Display Your Ad Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
- 2. Google’s Network: In addition to Google, itself … Google’s Search Network Partners Google’s Content Network Partners Google’s Gmail
- 3. Google Network By Default, your ads appear everywhere Google search results pages, alongside or above the search results Global search network, alongside or above the search results Content sites, displayed as banner ads (gmail is included) This is good business for Google Whether it is good business for you is something that you need to determine How do we determine this? We will separate our traffic into at least two campaigns
- 4. Separate Campaigns for Each Network We will run one campaign on the Google and Google Search Partners and, we will ‘copy’ this campaign structure for the content network. Why do we do this? To make analysis and performance management easier (the content network generates a lot more impressions but few clicks compared to the search networks) Bids are lower The ads need to be different
- 5. But Wait? Do I have to do re-create all my campaigns from scratch? That’s a lot of work! No – use the AdWords Editor!
- 8. How Do We Manage Our Ads on the Content Network?
- 9. How Do We Manage Our Ads on the Content Network?
- 10. How Do We Manage Our Ads on the Content Network?
- 11. What About Pre-Campaign Reports? Do I need to include in the diagram the campaigns on both the Search and Content Networks? No need really, just a brief comment about your strategy (e.g., We are running a similar campaign structure on the search and content networks. ) If you have space, maybe comment about bids, placements, and ads on content network.
- 12. Other Types of Special Targeting Geo-targeting (i.e., where do my ads appear) Time target (i.e., when do my ads appear) Note: both are at the campaign level (not account and not AdGroup)
- 13. Geo-targeting Target your ads to specific locations and languages. Default setting is by country Can target by regions and cities Customized Options Circular Multi-point
- 14. Geo-targeting Options Here is an example of a multi-point geo-targeted campaign around the city of Charlottesville, Virginia.
- 15. Time Targeting Target your ads to show for specific days and times or conversely, pause your ads for specfic days and times Default is 24/7 Can change bids based on time
- 16. Time Targeting Here is an example of a 24/7 time targeted campaign.
- 17. How do I get to this stuff? At the campaign level
- 18. Questions? Team time for the remainder of the lesson
- 19. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
Editor's Notes
- #3: https://adwords.google.com/support/bin/answer.py?answer=6119&topic=82 AdWords not only displays on the main Google.com home page but also on partner networks such as Aol.com and Ask.com Google’s content network partners are those sites that partner with Google’s AdSense prgoram.