Today, we’re going to focus on setting up your targeting options correctly and how to avoid fraudulent clicks that could cost you a lot of money.
Additional Settings
Don’t be fooled by the fact that this part of the settings is hidden. Ironically, it contains the essentials.
- Ad Alternation – this item is especially important if you decide to manually test ads.
- Time Schedule– feel free to set it to All Day.
- Start and End Date– it’s a good idea to set an End Date if you’re offering a limited time promotion. Then you don’t have to think about the fact that the campaign needs to be turned off manually.
- Device – this setting is especially useful for sites that are not optimized for mobile. Then it doesn’t make sense to serve ads on them and it’s better to turn it off. And in the remaining time we definitely recommend you to tweak the site, because otherwise your competitors will blow you away. Mobile optimization is really a must today.
- Frequency limit – be sure to set a limit, because it’s pointless to show an ad to the same person 20 times a day.
- Site options– we discussed in the first part of the article. It’s a good idea to set up impressions for people who are physically in the targeted area.
- Dynamic ads – this is dynamic remarketing. You can show targeted ads to users for items they have visited on your site in the past.
- Content Exclusion – we recommend you set up your ads properly. Your ad does not appear on sites with inappropriate content, for example (unless you run a sex shop :-) ).
How to target ads at the ad report level?
When you set up a campaign, you create your first ad report. Since you will definitely want to test more targeting options, it is ideal to create multiple reports.
So what targeting options do you have?
You can choose who your ad is shown to.
- Demographics – age, gender, parentage. Google knows this information for about half of its users.
- Users by interests – Google tries to estimate interests by a user’s online behavior.
- Users by intent – consumers looking for information about products.
- Similar Audience Segments – you can upload a list of your customers to Google Ads, for example, and create a similar audience to them.
You can choose where to display your ad:
- Keywords in the content network.
- Site topics.
- Location on specific sites based on URLs.
Prevent fraudulent clicks
Sometimes ads on the content network attract unwanted and sometimes fraudulent clicks. That’s why you really need to remember to set up content exclusions right at the beginning before you run your campaign.
And remember that even after the campaigns are launched, your work is not over. It pays to regularly check the results, compare, turn off non-profitable campaigns and focus instead on those that bring you profit.
If you want to master your advertising campaigns and you’re not sure you know how to do it, contact us. We’ll create campaigns that bring you relevant audiences and the profits that come with them :-).