Google Ad Placement Targeting

The location your ads appear on different platforms is a crucial thing to know when advertising trough Google Ads. Placements are the locations of your ads on YouTube or Google Display Network. With this tool, you can add placements to ad groups in your own video or display campaigns.

How does Ad Placement work?

A placement is a necessary part of advertising on YouTube or display network, without it being a part of it you won’t be able to advertise there. If another website you target has an equivalent app to those two, you can also advertise there.

As with all Google Ads, you will be strongly competing with other advertisers. Because of that if you choose strong websites like YouTube or Google, bids will have to be increased so that you get impressions. But don’t worry, you can always adjust your bids later.

Benefits of Ad Placement

• Chose specific placements to show your ads – You can run ads on YouTube and Google Display on the placement you chose.

• Show ads on placements where people spend time – If you know the behavior of your customers, you can place ads on webpages they visit.

• Get more traffic from individual placement bids – You can manage your bids on certain placements so that they are shown more than others. Increasing the bid on a more popular website and decreasing it on other less-trafficked sites can get you more clicks.

Why do Ad Placements Matter for Display Ads?

According to the SmartInsights report, for GDN campaigns the CTR is below 0.5% for all industries.

When we talk about search campaigns, the CTR is somewhere between 3-4%.

Then why do businesses still run Display Ads even when the CTR is low? The answer is very simple. GDN does what Search campaigns may not necessarily be able to do. GDN campaigns give you higher visibility, brand recognition, and recall as most of the sites your TG visits end up seeing your business ad and in the longer run, somewhere down the funnel, they might remember at a later date and visit your website through organic or paid search ads.

Hence by focusing on serving ads to consumers in the right place and right time, you’ll have higher chances of increasing engagement and click-through rates.

Review & Optimize Ad Placements To Identify Better Audiences

To reach maximum efficiency for your Display ad campaigns, it is important to review and exclude audiences and placements which aren’t doing much but just end up draining more money. Access demographic performance and then make changes where necessary as per the analytics data.

Reaching wider audiences

Initially when you have set up a campaign and you do not have much data or info about the type of audiences that work, then it’s ok to go a little broad and include as many people as possible.

Initially when you have set up a campaign and you do not have much data or info about the type of audiences that work, then it’s ok to go a little broad and include as many people as possible.

Few Metrics to Consider While Assessing Performance

• Budget allocation (or what’s eating up the bulk of your ad spend)
• Page View
• Page Scroll
• Bounce Rate
• Click-through Rates
• View-through Conversions