Daily Archives: October 10, 2017

MONITORING GOOGLE DISPLAY NETWORK CAMPAIGNS

The number of viewable impressions is shown in your campaign reporting. To see how many viewable impressions your ad received in a cost-per-thousand viewable impressions campaign, follow the steps below.

  1. On the Campaigns, Ad groups, Ads, or Display Network tab, click the Columns drop-down menu right above the statistics table.
  2. To add a pre-defined set of Viewable CPM columns, select Branding.
  3. To add specific Active View metrics, select “Modify columns” and click the Performance (Active View) metrics group. Click Add next to each column you wish to see in your reporting.
  4. When you go back to your table, you’ll see these columns:
    1. Active View viewable impr.: Shows the number of viewable impressions.
    2. Active View viewable CTR: Shows how often people clicked your ad after it became viewable.
    3. Active View avg. CPM: Shows the average cost for 1,000 viewable impressions.
    4. Active view measurable impr.: Shows the number of impressions that were able to be measured; not all impressions that are served are able to be measured.
    5. Active view measurable cost: Shows the total cost of impressions that were able to be measured.
    6. Active view measurable impr. / impr.: Shows the rate of impressions that were able to be measured over all impressions served. Sometimes referred to as the “measurability rate”.
    7. Active View viewable impr. / measurable impr.: Shows the rate of impressions that became viewable over impressions that were able to be measured. Sometimes referred to as the “viewability rate”.

ECPC is a form of AdWords Smart Bidding that uses a wide range of auction-time signals such as device, browser, location, and time of day to tailor bids to someone’s unique context, but not to the full extent of other Smart Bidding strategies, such as Target CPA and Target ROAS.

ECPC for text ads is available on the Search Network and the Display Network, but not for app installs campaigns. For Shopping ads, ECPC works only on Google Search.

ECPC is available as an optional feature with Manual CPC bidding or as a portfolio bid strategy.

Create responsive dynamic ads and standard dynamic ads.

Lightbox ads responsively combine your ad assets — like videos, image galleries, and maps — to fill available ad spaces. Lightbox ads may contain multiple videos, image galleries, or combinations of these.

Keywords Keywords + affinity audience Keywords + affinity audience + gender
Potential Display Network reach Potential Display Network reach Potential Display Network reach

 

Types of targeting methods and exclusions

On the Display Network tab, you’ll see different sub-tabs that correspond to the targeting for your ad group. You can add targeting methods to refine the places where your ads can appear and choose specific audiences that you want to see your ads.

Contextual targeting: Match relevant site content

  • Keywords: Target or exclude by a page’s key phrases, like Rafting travel packages.
  • Topics: Target or exclude by a page or site’s central theme, like Hiking & Camping.

Audiences: Reach specific groups of people

  • Interest categories: Target or exclude by interests or affinities, like Outdoor enthusiasts.
  • Remarketing: Target or exclude by people who have visited your site before.
  • Demographics: Target or exclude by age group or gender, like Males, 18-24.

Placement targeting: Select or exclude specific websites and apps

  • Placements: Target sites, mobile apps, or video, like example.com with managed placements, or exclude any automatic placements using exclusions.
  • Site category options: Allow or exclude by Display Network categories, like live streaming video or sites about crime, police, and emergency.

You can target your ads by audience interests with custom affinity audiences, custom affinity audiences, and in-market audiences. Remarketing lets you show ads to people who’ve visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.