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Where (Online), Where (in the Real World), and When to Display Your Ad

Learn how to effectively manage your ads on Google's network, including Google Search, Google Search Partners, and Google Content Network Partners. Explore special targeting options such as geo-targeting and time targeting for optimal campaign performance.

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Where (Online), Where (in the Real World), and When to Display Your Ad

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  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 jjansen@ist.psu.edu

  2. Google’s Network: In addition to Google, itself … Google’s Gmail Google’s Search Network Partners Google’s Content Network Partners

  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!

  6. How Do We Manage Our Ads on the Content Network?

  7. How Do We Manage Our Ads on the Content Network?

  8. How Do We Manage Our Ads on the Content Network?

  9. 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.

  10. 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)

  11. 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

  12. Geo-targeting Options Here is an example of a multi-point geo-targeted campaign around the city of Charlottesville, Virginia.

  13. 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

  14. Time Targeting Here is an example of a 24/7 time targeted campaign.

  15. At the campaign level How do I get to this stuff?

  16. Questions? • Team time for the remainder of the lesson

  17. Thank you!(reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu

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