Post by account_disabled on Jan 11, 2024 6:36:32 GMT
these categories are far too broad to effectively target with any specific product and in most cases a more hand-crafted approach to developing tightly related keyword groupings on the content network will be more powerful, topic targeting is a very powerful tool for refining and limiting your targeting.
Using Topic Targeting to Refine and Limit Your Targeting for Better Relevance
There are a few implementations of topic targeting that can really help you sculpt your display network targeting. Brad Geddes does an excellent job walking through three of them here; basically the use cases break down into a few different possible targeting combinations:
Using Topics & Keywords – Here you can use topics to focus broader keywords (i.e., if we wanted to create a PPC group and ensure that we’re not showing our ad on sites that talk about personal pocket computers, we could use PPC as the keyword and search engines as the topic). You can also use topics as negative topics, which is a really powerful way to exclude both Whatsapp Mobile Number List dual meanings and tangential associations that would lead to low conversion rates.
Using Placements & Topics – Here you can create efficiencies such as targeting a certain topic on a larger site, or narrowing the focus of a collection of managed placements by knocking out an irrelevant topic you know will be representative of bad inventory.
The thing to keep in mind here is that topic targeting is basically a more aggressive form of keyword targeting – with things like ad group structure where you need more granularity, it’s generally best to stick with keyword targeting, but when you’re modifying another targeting option or looking for a means of taking a broad but somewhat limited approach to refining your targeting, topic targeting can be a very powerful tool.
When I outlined four definitive sources for learning about Quality Score recently on the blog I made the point that:
Using Topic Targeting to Refine and Limit Your Targeting for Better Relevance
There are a few implementations of topic targeting that can really help you sculpt your display network targeting. Brad Geddes does an excellent job walking through three of them here; basically the use cases break down into a few different possible targeting combinations:
Using Topics & Keywords – Here you can use topics to focus broader keywords (i.e., if we wanted to create a PPC group and ensure that we’re not showing our ad on sites that talk about personal pocket computers, we could use PPC as the keyword and search engines as the topic). You can also use topics as negative topics, which is a really powerful way to exclude both Whatsapp Mobile Number List dual meanings and tangential associations that would lead to low conversion rates.
Using Placements & Topics – Here you can create efficiencies such as targeting a certain topic on a larger site, or narrowing the focus of a collection of managed placements by knocking out an irrelevant topic you know will be representative of bad inventory.
Using Audiences & Topics – Once you’ve created a demographic or retargeting campaign you can refine your audience more by looking for impressions on more relevant topic pages.
The thing to keep in mind here is that topic targeting is basically a more aggressive form of keyword targeting – with things like ad group structure where you need more granularity, it’s generally best to stick with keyword targeting, but when you’re modifying another targeting option or looking for a means of taking a broad but somewhat limited approach to refining your targeting, topic targeting can be a very powerful tool.
When I outlined four definitive sources for learning about Quality Score recently on the blog I made the point that: