In fact, the advanced options have multiplied in the past year to the point where advertisers may not know about all of the options available.
Several newer options could take your display strategy to the next level:
In-Market Segments is an audience-targeting tactic to connect with consumers who are actively researching or comparing products and services across Google Display Network. This targets the user based on their behavior, regardless of what site they’re currently visiting. To qualify someone as being in-market for a specific product or service, Google takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits. In this way, Google accurately categorizes users so advertiser can target the most qualified audiences.
Mobile Targeting Criteria
Mobile Apps are not for everyone; in fact many advertisers should exclude mobile application targeting. However, for apps and products complementary to that market, advertisers can target specific mobile criteria and reach customers using mobile apps on Android and iOS devices.
Google notes “customers using high-end mobile devices are often near where your business is located and close to making a purchasing decision. This campaign type can help you reach them with mobile image ads and text ads.” Although personally I am not sure about this, it is definitely worth a try. For example a restaurant coupon in a restaurant finder app would be ideal.
In Adwords, you access this the old-fashioned way, by using the web interface to create a new campaign and choosing it as a campaign type.
- From the Display Network tab, go to “Campaign Exclusions.”
- In the “Placements” section, paste adsenseformobileapps.com.
Demographics. Wow who would have ever thought the day would come when the GDN was like a real adverting “media buy”! Well now advertisers can roll with the big boys and target by demographics. This can be layered on top of a primary targeting approach, ie retargeting or placements, and narrowed down by demographics. There is also an option to target only by demographics by selecting “use a different targeting method” then demographics related to gender, age, and parental status. Remember these demographics are not full proof, so expect to be creative in how you can further qualify your audience.
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