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Google announced recently a new feature for Display Network targeting. Previously contextual targeting through the Display Network meant utilising keywords to match potential web pages relevant to the area you want to advertise in. Google have now introduced a new feature called ‘Topics’ to target your ads, with over 1,750 topics to choose from.
Much like choosing an industry or category area for listings, you can now allocate ‘Topics’ for your ad. This does mean you can target areas rather than researching every possible piece of content which might exist on a Display Network site. Topics have been created by Google reviewing all of the content on a Display Network partner site to establish which topics are relevant – this does enable a broader targeting method for Display Network advertisers.
To use Topics for your Display Network campaigns you need to first add the ‘Topics’ tab to your view:
You can then select ‘Add topics’ to target. You have the option here to either run through all available categories or search via themes/keywords to find those topics which you want to focus on.
Review list for your Topic:
Use keywords or themes to find your Topic:
As well as focusing on Topic areas you can also target with keywords if you wanted a more specific reach. This is a great advantage if the reference to ‘broader targeting’ on the Display Network gives you shivers!
Advertisers can also choose Topics to exclude from their targeting as well, by adding the areas as negatives to further target your reach.
This could be a great new addition to those advertisers who want to feature on sites that are a little different to your direct offering, for example news or discussion sites, but still ensuring that the area of discussion is relevant to your product or service.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.