Demographic Bidding
Demographic bidding on the Google Display Network allows you to change your bid by age range and gender, or choose to only show your ad to certain age groups or genders. Not all sites in the Google Display Network allow demographic bidding. The full list of sites available for demographic bidding can be found in the AdWords Help Center.
To see performance metrics by demographic:
•Login to your AdWords account
•Select a campaign
•Select the Settings tab
•Under Locations, Languages, and Demographics click on "Demographic (Advanced)"
•Click on Edit
The performance metrics available by demographic include impressions, clicks, clickthrough rate, cost, conversions, conversion rate, and cost per conversion. You can view all of these metrics by gender and age. If you find that a specific gender or age group performs particularly well for you, consider increasing your bids on these sites. You may also want to decrease your bids for genders or age groups that are not meeting your performance goals, or exclude them from your campaign entirely. If you have a specific target audience, use demographic bidding when setting up your campaign to specify your customer and show ads to a specific age range and gender.
Additional Google Display Network Tools
Optimizing with Ad Planner
In addition to being a powerful media planning tool Google Ad Planner can also be used to optimize existing display campaigns by finding additional, highly cross-visited placements and sites that target your audience but are not currently in the campaign.
To find supplemental sites for your campaign, first click the Research tab in your Google Ad Planner account. You can then search for additional sites that your target audience also visits based on your campaign's top performing sites by following these steps.
1.Click the Search by audience tab.
2.Audience: Select or specify criteria accordingly --such as geography, language, demographics, etc --in the drop-down boxes at the top of the page.
3.Enter in URL of top performing sites from your campaign based on avg. CPA and/or CTR into "Sites visited" tab
4.Filter: Be sure to select appropriate Ranking Method based on campaign goals and objectives:
◦Best Match: Recommend for performance driven campaigns. Displays a balance of large and small targeted sites.
◦Composition Index: Recommend for very direct response campaigns. Displays smaller sites more targeted to your defined audience.
◦Audience Reach: Recommended for branding and awareness focused campaigns.
5.As you select all the appropriate filters your site list will dynamically update and reflect the changes made.
6.After you're done selecting all the filters, review your site list and select the ones that are qualified good fits and are not yet in the campaign
7.Export your selected site to Excel
8.Remove "GCN " from all the placements in order to add to campaign successfully.
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