Use Managed Placements!
By Rachel Anderson
There is always a bit of hesitation or caution when it comes to using the Google Display Network and it isn’t for nothing! The display network has made a bad name for itself by the way it can tear through budget like nobody’s business and many times, with nothing to show for it. While I don’t recommend the display network for every company or goal, it does have a place and is valuable once you get the hang of it. There are many different ways to advertise on the display network but the one I want to talk about today is managed placements.
What are Managed Placements?
Managed placements are websites, apps, or individual pages from websites that you handpick as places you’d like your ads to show.
Things to Remember:
- The site or app must be part of the Google Display Network in order to use placement targeting.
- Just like every other AdWords advertising, you will compete with other advertisers for space on a site.
Why Use Managed Placement?
One of the drawbacks to the Display Network is how unruly and unpredictable it can be. Managed Placements can do a lot to counteract this. They offer you a level of control by allowing you to actually choose where you advertise. It’s an excellent and pretty simple way to gain targeted traffic and conversions effectively on this network.
How to Choose Managed Placements
Where Does Your Target Market Spend Time Online?
Are there sites you know of that your customers tend to spend time on? Maybe there is a network of sites you’ve found your particular target market visit and interact with? If you already know one or two sites like this, make sure they’re on the Google Display Network and go ahead and add them.
Important Note: Pay attention to the kind of ads the sites you’re interested in use. Do they have a top banner and a small square? Maybe they only have a wide skyscraper? After you add a site to your managed placements, the only way you’ll have a chance at showing up is if you have an ad in the same size as one on the site. So make sure that you have an ad to match the ones on the site you’re interested in. I recommend creating ads in all sizes on the sites you want to show on since this increases the possibility of your ad showing.
Don’t Know Sites Your Target Market Visits?
No problem. Time for a little research. There are a few great ways to start finding sites to advertise on.
Use the history you have!
Have you already been using the display network? Review the sites where yours ads have shown. Are there any that have been pretty successful? Add them to your managed placements.
Search for Placement Ideas
There is a great tool in AdWords that can give you a kick-start if you’re unsure where to begin. In your display campaign click the Display Network tab and then the Placements tab. Now select the green Change Display Targeting button. This tool asks for a word, phrase or website and then lists sites that are similar or related. From this tool you can access the Placement Tool and get even more ideas and estimates.
One word of wisdom– be sure to check on how your managed placements are doing and remove ones that turn out to be irrelevant or unsuccessful. Don’t assume that since Google suggested it, it’s going to work. As hard as it tries, Google isn’t perfect!
How to Add Managed Placements
Once you have sites you’d like to add, click the Display Network tab, Placements tab, green Change Display Targeting tab and then the blue Add Multiple Placements at once. Enter the sites and click Add!
Have you tried managed placements? Share how they’ve worked for you in a comment below!
Rachel Anderson is a Pay Per Click Advertising Strategist at Netmark.com. Off the job she enjoys photography, good food, being outside, and spending time with her husband. Share your thoughts with Rachel on Twitter @gladygirl, Google+ or Facebook- she’d love to hear from you!