Ultimate Guide to Google Ads by Perry Marshall

Author:Perry Marshall
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2020-11-14T16:00:00+00:00

MANAGING YOUR DISPLAY CAMPAIGNS

Most of your effort on improving your display campaigns will be spent on two things: identifying and eliminating targeting methods that aren’t working and honing your message.

The exclusions for GDN campaigns roughly mirror the various targeting options listed earlier in the chapter, and using these will help you set aside what isn’t working so you can perfect your message.

If there are certain sites (or placements) you know you don’t want traffic from, you can exclude them. Add a list of these under the Placements tab, and Google won’t show your ads there. WebSavvy employs a more advanced method: using various Google Ads scripts to exclude sites by the hundreds of thousands.

Keywords and Topics

Google uses keywords and topics to classify web pages by theme. You can exclude a particular keyword, but this may or may not block the actual sites you want if Google’s interpretation differs from yours. So proceed with caution. Using keyword exclusions on the GDN is not as straightforward as using negative keywords on the Search Network.

Audiences

Google defines an “audience” as a group of people selected based on their interests and habits, what they’re actively researching, or how they’ve interacted with your business.

You can exclude audiences as easily as you can target them. The most common groups to exclude are people who have already bought from you or signed up for your offer.

To do this, choose Audiences from the page menu on the left and then the Exclusions tab at the top, as shown in Figure 13–3 below.

Choose the display campaign you want to work with and click on the Browse option. From here, you can exclude people based on their demographics, their habits and interests, things they’re researching or planning, or ways they’ve interacted with you already.

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