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

Google’s Network: In addition to Google, itself …

Google’s Search Network Partners

Google’s ContentNetworkPartners

Google’sGmail

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

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

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!

How Do We Manage Our Ads on the Content Network?

How Do We Manage Our Ads on the Content Network?

How Do We Manage Our Ads on the Content Network?

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.

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)

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

Geo-targeting Options

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

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

Time Targeting

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

How do I get to this stuff?

At the campaign level

Questions?

• Team time for the remainder of the lesson

Thank you!(reminder to do your daily logs)

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu