Direct sales campaigns: If your goal is to sell products and reach a specific type of audience, you might want to add a few targeting methods to your ad group that are set to “Target and bid.” Then your ads can show only when the specific targeting methods you’ve selected match. Here are some sample combinations:
|Targeting methods||“Target and bid” (default setting)||“Bid only”||When ads can show|
|Keywords + placements||Keywords + placements||Not selected||Keywords AND placements both required for ads to show.|
|Audiences + age||Audiences + age||Not selected||Audiences AND age both required for ads to show.|
|Keywords + topics||Keywords + topics||Not selected||Keywords AND topics both required for ads to show.|
|Remarketing + gender||Remarketing + gender||Not selected||Remarketing AND gender both required for ads to show.|
|Topics + audiences||Topics + audiences||Not selected||Topics AND in-market audiences both required for ads to show.|
Brand campaigns: If your goal is to reach as many people as possible, you might not want to add too many targeting methods to your ad group. You may still choose, however, to add multiple targeting methods so you can set bids on a particular one without significantly limiting your reach. Here are some sample combinations:
|Targeting methods||“Target and bid” (default setting)||“Bid only”||What it means|
|Age + gender + affinity audiences||Age + gender + affinity audiences||Not selected||Age AND gender AND affinity audiences all required for ads to show.|
|Affinity audiences and age*||Affinity audiences||Age||Affinity audiences required for ads to show. If affinity audiences and age overlap, you’ll see reporting for both. The bid used will depend on your bidding selection.|
|Keywords + placements||Keywords||Placements||Keywords required for ads to show. If keywords and placements overlap, you’ll see reporting for both. The bid used will depend on your bidding selection.|
|Keywords + gender *||Keywords||Gender||Keywords required for ads to show. If keywords and gender overlap, you’ll see reporting for both. The bid used will depend on your bidding selection.|
|Topics + affinity audiences + placements||Topics + affinity audiences||Placements||Topics AND affinity audiences both required for ads to show. If topics, affinity audiences, and placements overlap, you’ll see reporting for all. The bid used will depend on your bidding selection.|
These combinations can be useful for people who would like to increase their chances of reaching certain demographic groups, but don’t want to restrict their traffic to those groups only. A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit. Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI). You can create negative phrase match, negative exact match, and negative broad match. For campaigns with “All features” enabled, you can use the ad schedule to Specify certain hours or days of the week when you want your ads to show OR set bid adjustments to increase or decrease your bids for specific days and times. If you haven’t used Display Planner before, read About Display Planner first. You can find Display Planner at the top of your AdWords account, under Tools. When you first open Display Planner, you’ll have a choice of four options to start building your campaign. In each section, you’ll enter your campaign language and location targeting, bid type, and ad format filters.
Find new targeting ideas
- Search for new targeting ideas using a phrase, website, or category: Choose this option to get started with a broader selection of targeting ideas. You’ll enter keywords, topics, or websites that you think are likely to match your customer interests, and your landing page. That will get Display Planner started with the types of targeting and keywords that can build the foundation of your campaign.
- Find top placements by location: enter your campaign location and language targeting, bid type, your available ad formats, and topics that are relevant to your business. Using this info, Display Planner will show you the top Display Network inventory for your campaign.
See insights and forecasts for your targetin: You can either upload an existing Display Planner plan as a CSV file, or enter your targeting criteria (one per line) in the box. Here’s how these should look:
- Keywords: Search phrase. Example: flight discounts
- Placements: Web URL. Example: placement.com
- Topics: Topic:<ID>. Example: Topic:1234
- Interests: Interest:<ID>. Example: Interest:80001
- Android apps: mobileapp:2-<ID>. Example: mobileapp:1-234567891
- Mobile app categories: mobileappcategory:<ID>. Example: mobileappcategory:60008
Get inventory details for your targeting. Here you can enter targeting criteria or upload from a previous plan you’ve made. Once you click Get inventory details, you’ll see inventory data for your targeting ideas. You can then choose to add targeting details like placements and demographics to your plan.
Get performance forecasts for your targeting. Like above, you can also enter targeting criteria or upload from a previous plan you’ve made. Once you click Get performance forecasts, you’ll see a graph of your plan’s potential performance based on bid and budget. You can adjust this graph several ways:
- Enter various bids and budgets in the boxes above.
- Adjust the “Campaign targeting”, “Bid strategy”, and “Filters” sections on the side.
- Click a point on the graph to select that bid.