Google Display Ads Website Targeting Tutorial

Key Takeaways

what's up everyone welcome to the Surfside PPC YouTube channel today I'm gonna be going over Google Display ads website targeting so if you want to target specific websites with your Google Display ads I'm gonna show you how to do that today so for example I can go to usatoday.com and I can target this specific usatoday.com slash sports and you can see an advertisement over here on the right-hand side this is a Google Display ad another quick example is fool.com so Motley Fool you can see there's an advertisement at the top here as we scroll down if we're reading an article you can see there's an advertisement on the right hand side so you can actually target specific websites with your advertisement so that's what I'm gonna show you so if we come into our Google Ads account what you want to do first is create a new campaign now if you already have an existing campaign what you can do is just come over here go into your existing campaign and over on the left hand side you're gonna see placements so websites are a type of placement and placement essentially refers to different areas where your ads are gonna show and it includes YouTube channels YouTube videos websites apps and app categories so what you can see here is for this specific campaign I'm only targeting a couple of audiences in market and custom intent audiences and I'm not narrowing it down by websites or YouTube channels or anything like that so you can see here I don't have any placements so that means my ads are gonna show across the entire internet to anybody who is in my audiences so what we can do is see where my ads appeared and what its gonna show is the individual websites where my advertisements have shown and you can see right here there's 320 total placements for my ads so far and for this I've only spent $23 so even with a small amount of money you're gonna reach a lot of different websites especially if you're targeting audiences and since my audience is our home decor based you can see a lot of these different websites are based around home decor or just home-and-garden in general so you can see the total clicks impressions on each individual placement if you find a placement for example that driving you conversions then what you can do is take those placements and make sure you're adding them to your individual campaigns because those ones are gonna perform well for you if they start driving you conversions and if they don't and you don't see any more conversions from them you can always remove them in the future so now if we come over here again you're gonna see the type so these are types of placements so this Liz Fenwick DIY is a YouTube channel crafts by Caitlyn another YouTube channel so since there are so many placements across the internet it's hard to target all of them so one thing you may want to do is if you're running campaigns to specific audiences or remarketing campaigns I like to download the placements for my remarketing campaigns because those are people that I've visited my websites and I can actually see the other types of websites that they're visiting and I can target those websites directly so one thing we can do is let's just say I want to take all these placements we'll just take every single one we can download this as an excel file so we'll download it and it's gonna give us a file that looks like this so you're gonna see it's gonna show the placement it's gonna show the actual specific page so what we can do is we can actually take a lot of these placements and we can just take the placements right here and come down and copy all these different websites we can copy these mobile apps if we want to and one thing we might want to do is take these websites and start to add them to our campaigns so that's one place you might want to start and I'll show you that in a little bit later throughout the video so we're gonna come back over here to Google Ads and what we're gonna do is we're gonna come back to her campaign screen and we're gonna create a new campaign where we're targeting websites so when you're doing this what you're gonna do is first choose the goal so if you've watched any my tutorials you know I prefer to choose sales or leads depending on what you're trying to drive for your business let's just say for example we're trying to drive leads for this one then we're gonna click on display and what we're gonna do is we're gonna do a standard display campaign so with smart display campaigns Google Ads is automatically gonna choose your targeting based on what's gonna perform the best for your business so we're gonna do a standard display campaign and we're gonna enter our website here so for this example I'm gonna be using farmhouse Kohl's calm and we'll click on continue okay so as you're building your campaign what you can see here is you want to set your location targeting your language targeting you want to set your bid strategy I have videos on all my channels about any of those things if you want a little bit more detail what I really want to focus on as we come down here is targeting websites so where you want to start is content so where you want your ads to show now one thing to keep in mind is you can use audiences and demographics and then content as well which means it's only gonna show four people in specific audiences when they visit the specific websites that you set so for example to use the Motley Fool example I show earlier what I can say is I only want to target people who have investing interests when they visit fool.com so you can use a couple of different targeting settings if you want to also target specific websites it is gonna narrow down the amount of impressions that you have available to you so you'll see over here on the right hand side it's showing 10 billion plus impressions because we're not targeting anything right now so what we can do is we'll just say we don't want to worry about targeting audiences or demographics for this example we just want to target content so what we would do is we're gonna come here to content targeting and we're gonna go to placements so placements is where you're gonna find websites and this is where you can also target YouTube channels YouTube videos apps and app categories I really just want to focus on websites here so what I can do is search any word phrase URL or video ID so usually when I'm targeting placements what I'll start with is I'll just do something like farmhouse decor and right now it's showing me 328 websites so what I'll do is I'll come in to these websites it's gonna show the total impressions per week so this is the ad inventory available on each of these different websites so something like this 1 million - 1.5 million impressions per week means they have a lot of ad inventory and this website looks like it's really relevant to the types of ads that I would be creating and putting on this website so essentially what I'm trying to do is find people who are gonna visit these very relevant websites and hopefully go back to my website and eventually convert now you might see something like this BD loan 24 net loan credit card deals + com coupons so you can always visit these different websites and see what their content is and that de generally a best practice so what I could do is go to the country-chic cottage net so we'll take this website we'll copy it and if we come here you can see there's an advertisement right at the top here so our ad could potentially be at the top of this website for the country-chic cottage net so you can also see the different types of content they have so they have a lot of different content on their website DIY backpacks cricket craft room so there might be a lot of content that's not exactly perfect for our advertisements but generally you're not gonna find the perfect placements all across the internet unless you're in certain niches that have a lot of ad inventory available so usually what I'll do is I'll look at a lot of these different websites and I'll just try to use placements that look as relevant as possible to my own business to the products and services that I'm gonna be promoting so architecture art designs I'll go the country-chic cottage town and country living Creek line house futuristic architecture driven by decor addicted to decorating so all these different websites that are based around home decor are the different ones that I want to target and you can see we just have seven placements selected right now and it's giving us 4.5 million available ad impressions so a best practice here I usually start with at least 50 placements I would recommend starting with a hundred placements so we can keep going down this list and what you want to do is just keep adding the best possible placements for your business now one thing to keep in mind if you see some of these websites with 50 million to a hundred million ad impressions generally what that means is they have a lot of different content on their website they're getting a lot of traffic but they might end up having a lot of different content that's getting traffic that has nothing to do with home decor so generally what I'll try to do is find some of these different web sites that don't have a ton of impressions so I'll usually look for this 1.1 million to 1.5 million or less so that's usually where I'm looking DIY decor mom the budget decorator home attic I oh that one is too big so we're not gonna use it keep coming down will do in my own style calm now there's a lot of different types of websites that would be relevant for farmhouse decor so you just want to make sure you're finding all these different websites so we can choose all these websites will keep going load more and again you would want to look at a lot of these websites before you start targeting them with your ads but you can always start this and then go back and look at these websites later retro renovation com looks like it's gonna be a good one for me so for right now we'll start with these 18 we'll click on done again I would keep targeting more and more placements but we'll start with 18 right here now the other thing we can do is we can open up this spreadsheet displacements report for our existing campaign and what we can do is we can just take all the website placements out here so that's what I'm gonna do right now okay so I pulled this out so you can see some of these different websites that we can target here in column a and generally what you want to do is keep an Excel worksheet of the websites that you're targeting with your advertisements and then when you are creating a campaign if you have some websites maybe you have a thousand websites over time that you've been able to export you've been able define using the new display planner that's available through the Google Ads interface as you're creating campaigns or as you're creating new ad or oops and then what we can do is we can take all these websites so we'll take go from number one all the way to the bottom okay so we have 276 total web sites that we can target so we'll come over here and what we can do is scroll down to enter multiple placements and we can enter placements URLs line by line or paste in a list so we'll just paste what we have it's going to show all these websites here and we can do ad 276 placements so now we have 294 placements here we can click on done you can see our impressions per week is 1.4 billion now let me just show you if we do want to add an audience let's say we want to target an audience in here well let's use the home decor in market audience so people who are in the market to purchase something for their home that brings us down to 380 million impressions per week so essentially what we're doing is we're saying okay we only want to target people who are currently in the market to buy home decor who are visiting these different websites and what we can also do is use demographics maybe we want to target a specific gender maybe we just want to say let's only target people who are 35 and up and let's go with the top forty percent of household income so we'll see what that brings us to for impressions okay so now we're down to 110 million weekly impressions but we know we're targeting an audience 35 and up in the top 40% household income we can keep scrolling down there in this in market audience to above and we can see we're targeting all these different placements here and then you also have the option for targeting expansion so essentially Google ads is gonna find people that are similar to your audiences similar to the placements that they're going to but you can just use targeting expansion to get more of these weekly impressions so if we go all the way to the right just saying not enough data to estimate performance but Jenny what it's gonna do is give us more reach if we use targeting expansion otherwise you can turn it off and just reach the people that are in your audiences who visit your placements so that's how to target websites across the Google Display Network now the other thing that you can do and this is something that I'll do if I'm really trying to expand my placements list is I'll go to Google and I'll just do something like farmhouse two core ideas I'll search some of my different keywords in here that's gonna bring up content-based websites so right here if you see there's good housekeeping com Country Living com hgtv.com so what I'll do is I'll add these websites to my list because they're all relevant websites for my advertisements if we keep coming down you're gonna see Pinterest com so I'm not gonna target Pinterest com keep coming down wayfair.com so I don't even know if Wayfarer accepts Google ads but what you can always do is just come here and come to targeted placements and you can say enter multiple placements we'll just enter wayfair.com add one placement if it doesn't accept advertisements then your advertisements just won't show there it's not gonna negatively affect affect your campaign at all so you don't have to worry about targeting a website that's not on the Google Display Network you might as well add it here and if it does have ad inventory available then your ads will start showing on those placements now as you start getting more and more data you might have to increase your bids for a chance to appear on some of these websites so certain websites it costs a lot of money to actually show your ads on them I would say a website like fool.com is probably pretty expensive because you have a lot of investing companies and a lot of companies that offer loan or retirement or credit cards all these different types of companies that probably have large ad budgets and are willing to spend a lot of money because the average client for them is gonna be worth a lot of money so keep that in mind as you're targeting for your display campaign I always set my ad group bids low so I'll set it at 25 cents for now and then we can always increase it over time so that's kind of my look at targeting websites across the Google Display Network how to target websites I would highly recommend if you're gonna keep doing this to make sure you use a spreadsheet so then you can always access this very quickly and if you find websites that are performing well for you you can continue to target them in the future and I would also look at where your ads are showing and make sure that you find the websites that are driving conversions for you and then continue to target them with your ads so that's targeting websites across the Google Display Network you just want to come here to targeting content as you're building display campaigns or creating new display ad groups and then you can target all of your placements here and then see how your ads perform so if you have any questions please leave them in the comments section thanks for watching my video today and make sure you subscribe to the Surfside PPC youtube channel