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Google Display Network: Placement question

by Munyez
5 replies
  • PPC/SEM
    • |
Hello fellow Warriors,

I am about to start a Display Network campaign (with image ads).
I am going with "placement" options and need to put in websites.

What is a good way to explore websites for placements?

Company is in "city tour/sightseeing" nice...any suggestions?

I am currently using Alexa and Moz for "Site Linking in" of competitors but need more options

Thanks!
#display #google #network #placement #question
  • Profile picture of the author Munyez
    I finding blog posts made about travelers who visited Prague and wrote about it...not sure if audience would be warm enough tho...
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    • Profile picture of the author tran hao nam
      Banned
      [DELETED]
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      • Profile picture of the author Bright Future
        You can find relevant placements by using the Google AdWords Display planner tool.

        However, there are several disadvantages of targeting by placement.

        1) You need to search for relevant placements.
        2) You will never find all of them anyways.
        3) Some websites can't be targeted seperately as placements and they only show ads that match other targeting such as keywords, topics or interests.

        I would suggest using keyword targeting.
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  • Profile picture of the author LucidWebMarketing
    Finding sites that you wish to advertise on is not always easy. But targeting specific sites and pages is better than using keywords because Google is not good at matching them to pages you really want.

    You can search on Google using the same keywords you would for a search campaign. You can also search for the main keyword and blogs, forums and such words. Then, the big part of the job, visit each site and see if they show Adwords ads. If they do, add the page, the section (there may be a whole category such as warriorforum.com/pay-per-click-search-engine-marketing-ppc-sem/) or the whole site if appropriate. The advantage is that you could have different ads depending on the category. So here on WF, you would have ads targeting the PPC forum section and different ads for the SEO section.

    It is a lot of work and well worth it but some automation of this would be nice. I'm working on that.

    Another way would be to start a display campaign and using keywords. As I said, the targeting is not perfect and leaves a lot to be desired. But, after some time, say a week, you will have lots of sites where your ads showed. Get that list and review each site. Disadvantage: you'll waste some money. Advantage: you get a more complete list of potentials and you know they are all on the ad network. It's still time consuming to verify the list to add to a placement campaign.

    Another advantage to the first method is that you may find a site which uses another ad network and you would like to advertise on that site. You may then want to join whatever network they use.
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    • Profile picture of the author Bright Future
      Originally Posted by LucidWebMarketing View Post

      Another way would be to start a display campaign and using keywords. As I said, the targeting is not perfect and leaves a lot to be desired. But, after some time, say a week, you will have lots of sites where your ads showed. Get that list and review each site. Disadvantage: you'll waste some money. Advantage: you get a more complete list of potentials and you know they are all on the ad network. It's still time consuming to verify the list to add to a placement campaign.
      Yes, it depends on how much time/money can be invested and which is more valuable to the advertiser. But I like this method.

      The best solution would probably be to try both methods and see which works better.
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    • Profile picture of the author Munyez
      Originally Posted by LucidWebMarketing View Post

      Finding sites that you wish to advertise on is not always easy. But targeting specific sites and pages is better than using keywords because Google is not good at matching them to pages you really want.

      You can search on Google using the same keywords you would for a search campaign. You can also search for the main keyword and blogs, forums and such words. Then, the big part of the job, visit each site and see if they show Adwords ads. If they do, add the page, the section (there may be a whole category such as warriorforum.com/pay-per-click-search-engine-marketing-ppc-sem/) or the whole site if appropriate. The advantage is that you could have different ads depending on the category. So here on WF, you would have ads targeting the PPC forum section and different ads for the SEO section.

      It is a lot of work and well worth it but some automation of this would be nice. I'm working on that.

      Another way would be to start a display campaign and using keywords. As I said, the targeting is not perfect and leaves a lot to be desired. But, after some time, say a week, you will have lots of sites where your ads showed. Get that list and review each site. Disadvantage: you'll waste some money. Advantage: you get a more complete list of potentials and you know they are all on the ad network. It's still time consuming to verify the list to add to a placement campaign.

      Another advantage to the first method is that you may find a site which uses another ad network and you would like to advertise on that site. You may then want to join whatever network they use.

      Thank you for such a complete answer, this is what I am having in mind.

      I am researching for websites in "linking in sites" of competitors and looks like I will indeed need to spend whole lots of time researching further.

      I will probably spend 30-40 $ for keyword search and see what kind of websites ads are being displayed on
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