Optimize Your Display Network Campaigns with New Tools & Reports

Google recently launched the Google Display Planner for Display Network campaigns. This tool provides suggestions based on the data you enter including impression and cookie estimates, age and gender reporting and historical cost-per-click (CPC) information.

Along with this rollout, two new reports will be available: Demographic Performance and Placement Performance. Now with more powerful insights, you have the ability to optimize your campaigns to be more relevant to your targeted audience. For example, the Demographic Performance report gives you performance data by gender and age including impression, click and conversion rates for each group.

Generally speaking, the Google Display Network doesn’t convert better than other campaigns such as Remarketing or Pay-Per-Click; however, it absolutely has the potential to be a worthwhile test to gauge its effectiveness for your business. Google continues to fine-tune the Display Network’s targeting features and inventory selection tools. By understanding the relationship this marketing channel has with various other marketing channels, you may discover it is a meaningful contributor to overall conversions by way of assist.

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Flexible Reach Targeting on the Google Display Network

Have you noticed the new Flexible reach targeting option in your Display Network campaign?

This new option allows you to select your settings based on the ad group level rather than campaign level. Google provides details explaining, “Flexible reach allows you to select any combination of multiple targeting selections at the ad group level, plus the control to combine different methods for targeting and bidding at the ad group level. It also provides transparency into how your targeting selections are affecting the reach and impression volume of your campaigns. The Flexible reach campaign setting will appear as an optional setting in AdWords accounts in June and will eventually replace the Broad and Specific reach options later this year.”

Although this option will at some point be the default – please be cautious before proceeding. Once you’ve decided to select the Flexible reach option, you will no longer be allowed to use Broad or Specific reach. So, be sure you are absolutely ready before making the switch.

What do I think about this change? Having the opportunity for more relevancy is a “win” for everyone (both advertisers and consumers), so I’m all for it.

Like this post? Connect with Erika Barbosa on Google+.

Image credit: stuartpilbrow