Managed Placements

Managed placements are specific sites in the Google Display Network that you specifically select to target. There are two main reasons why you may want to select managed placements:

1.Placement Management: If you want to run ads on the Display Network, but only on placements you hand-pick, you can select this option in your campaign settings. In this case, you would choose managed placements in the Display Network where you'd like to see your ads displayed and add them to an ad group.

2.Bid Management: If you're running ads across the entire Display Network, but you'd like to raise or lower bids for specific placements based on the performance of those websites. For example, you may want to be more competitive for a placement on a particular site to receive more traffic. You can add the site as a managed placement and simply raise your bid for that one placement. You may also see an automatic placement that you don't want to entirely exclude but that doesn't particularly interest you or generate a strong return on investment. You can add it as a managed placement and lower the bid for that website.

There are three main ways to add managed placements to an ad group: manually adding, copying from your "automatic placements" table, and using the placement tool. Learn more about the specific steps to add managed placements.

When picking the sites you wish to add as managed placements, make sure they support your ad formats. Some sites may not run certain ad formats (like banners or wide skyscrapers) or may halt advertising for other reasons. We suggest you experiment with several different placements over time and look for the combinations that work for you.

Enhanced Online Campaigns

Enhanced Online Campaigns allow you to manage keywords and placements within the same campaign, as well as use keywords and placements together within the same ad group, to more precisely target your ads to the Google Display Network.

Keywords and placements determine where your ads are eligible to show. When you choose both keywords and placements, you can restrict your ads to the specific sites where you want them to appear, showing them only when the content of a page is relevant to your keywords. Using keywords to refine the targeting for your managed placements is a good option when you're targeting sites that have a wide variety of content (such as news sites and social networks). That way, your ads will be more likely to appear in relevant locations on those sites. Adding keywords also limits the potential number of clicks and impressions, so you should monitor your ad's performance to make sure you're seeing the results you want.

Where your ads run and how much you pay for them depends on a choice you make in your network distribution campaign settings.

•Relevant pages across the entire network: With this option, keywords alone determine where your ads are eligible to show. You can add managed placements to an ad group, but their only purpose will be to raise or lower your bid when keyword matching puts your ad on one of those placements. Adjusting bids helps you win more or fewer ad auctions (and therefore clicks and impressions) on those managed placements. So, if you find a site that performs well, you can increase your bid for that site. On the other hand, if you have a site that is performing poorly, but you don't want to completely exclude it, you can adjust your bid to reach your goals.

•Relevant pages only on the placements I manage: With this setting, keywords and placements determine where your ads are eligible to show. When you choose both keywords and placements, you can restrict your ads to the specific sites where you want them to appear -- and show them only when the content of a page is relevant to your keywords.