Hello, Igor Zuevich here. Do you want to expand your business? Want to reach millions of potential leads and attract thousands of new customers? Then be sure to read today’s article about advertising in Google AdWords.
There are many ways to generate paid traffic: dozens of advertising, teaser and social networks, native advertising networks, etc., etc.
Each of these options has its pros and cons. But there is one ad network that deserves more attention than others:
Google Display Network (or GDN)
The reason why you should pay attention to it can be explained in a nutshell: high potential.
This article is about a new system designed to create effective advertising. You will also learn approximately 150 combinations of different targeting options that will improve your performance in Google advertising
Let's call this method...
"Display Network Grid"
The essence of the method comes down to a one-page table, with the help of which effective campaigns are created within the Google Display Network.
This is what it looks like:
In the first part of today's article, we'll look at the top row of the table, which includes all the variety of targeting options in the media network grid. In the second part, we will look at the left column, which contains various types and formats of advertising from Google. Next we will talk about more complex methods of working with the “grid”, which increase the effectiveness of media campaigns.
There are many aspects and nuances to cover. First, let's touch on the issue ofThe endless potential of Google Adwords Advertising.
Google AdWords has a huge reach. Potentially, an advertiser can reach up to 90% of Internet users. Ads are placed on YouTube, mobile apps, and approximately two million websites that monetize their visitors using Google ads.(And there are billions of individual web pages on which advertising can be placed.)
In general, the possibilities of reaching an audience are practically unlimited.
Keep in mind that advertising on the Display Network is different from advertising on the search results page. Most often, advertising in Google Adwords is associated with.
Search traffic is when ads are shown to people searching for the keywords your ad campaign contains.
In the example above, the user entered a request for cleaning dog teeth, he sees an advertisement, and the likelihood that he will buy some product for his pet is quite high.
Advertising on the Google AdWords search network has a high conversion rate. But the disadvantage of search advertising is its limited audience. The number of impressions on the search network is also limited by the daily budget, and once it is exhausted, users will no longer see advertising.
In turn, the contextual media network displays advertising to a wider audience that may be interested in the advertiser’s products or services. But the downside is that when these people are shown ads, they most often are not actively searching.
Display advertising is also suitable for interesting topics for which users rarely enter queries. For example, a person may very rarely search for information on a topic like spirituality... but if you show him good creativity, he will pay attention.
So, if GDN has such high potential, why isn't everyone using it to quickly scale up campaigns and generate traffic and leads?
Unfortunately, very few display campaigns are configured properly.
Why?
The Display Network contains many options and settings options, incl. various targeting options and ad types.
And if you don't set up your campaigns properly, your ads will be seen by the wrong people... ad costs will rise, but without generating a return on investment (ROI).
But fortunately, there is a system that allows you to discover the best performing ads + targeting combinations for your campaigns.
Media Grid: a new way to visualize and create campaigns in GDN
“Media Grid” is a one-page table for building effective campaigns within the Display Network.
This guide shows many combinations of ad types and targeting settings. Once all the settings and manipulations are complete, you will have 147 different ways to narrow your campaign targeting and grow your business much faster. As a result, more profit.
A copy of the Media Grid is available at thedisplaygrid. com (click "File", "Make a copy").
In short, the Media Grid is a bird's eye view of the 147 different combinations of ad types and targeting options in Google AdWords. Many advertisers don't realize the power of Google's advertising system and limit themselves to only two options: managed placements (or placements selected manually) and banner advertising.
As a result, only one of the 147 possible cells in the table is filled:
But now you have a “media grid” in your marketing arsenal, and there are many more possibilities.
Let's look at targeting options.
They can be grouped into 4 main categories: driven, contextual, behavioral and combination targeting.
1. Guided targeting
This means that the advertiser independently chooses the sites on which the advertisement will be displayed. If you know certain sites where users from your target audience often appear, you can add these sites to Google AdWords as manual placements.
How to Add Manual Placements in AdWords
To do this you will need a tool "KMS Scheduler", which is located in your AdWords account ( "Tools" > "KMS Scheduler").
Click option “Find new ideas for optimizing targeting” and enter keywords and/or landing page address, which will give you new ideas for advertising:
(Keep in mind that you can also enter the address of a competitor’s landing page - this will give you even more ideas for manual placements).
After clicking the button "Get Options", you will see a similar page:
You can also click the button "Download" under the button "Your plan" to download the entire list as a CSV file and view the data in Excel:
There is no need to haphazardly add all of these sites to your campaign as many of the results will be irrelevant to your product or service.
If you are adding placement for the first time, take the time to select 6-12 suitable sites.
You can click on the name of each site to learn more about user demographics (age, gender, etc.) as well as some information on the ad formats that are supported.
It also doesn’t hurt to go to the site to make sure that this is the place where you should advertise.
Pros and cons of manually selected site targeting
One of the advantages of managed targeting is that the advertiser chooses the places where the advertisement is published (sites are selected manually).
You can also set your preferences so that your ads appear on specific pages of these sites. So, you can target the website www. nytimes. com in its entirety, or just www. nytimes. com/section/technology so that only users in the section can see your advertising "Technologies".
The downside is that adding sites manually is a labor-intensive process; it is difficult to figure out where advertising will be more effective.
If you are a beginner, then the option is "Manually added placements"– the safest for you. This way you can be sure that your ads are being placed on relevant sites.
But if you need to expand your campaigns, you will need to add new targeting options, incl. contextual and behavioral.
2. Contextual targeting
Here's an example of how contextual targeting works:
Contextual targeting is a fairly effective strategy because it allows you to display ads on relevant sites for your products/services; you do not need to manually select these sites.
How it works?
There are two types of contextual targeting: keyword targeting and topic targeting.
Contextual targeting by keywords
When you target sites by keywords, you are essentially telling Google: find web pages that mention those keywords.
For example, if you are selling "vitamins for dog teeth", then you'll want to show your ad on pages that match that query.
Targeting for similar queries would also be appropriate. "cleaning dogs' teeth", “dog teeth cleaning reviews”, “Ultrasonic teeth cleaning for dogs” etc.
If you want to make your keyword targeting a little more complex, there are 3 main categories of keywords:
- Brand Keywords
- Competitor Keywords
- Non-branded keywords
Brand Keywords- These are those that contain the name of the product that the company sells, or the name of the company itself. If you're an author, then branding keywords could include your name, the titles of your books, and even character names.
Competitor Keywords– these are those that contain the names of other companies.
Why do you need to target competitors?
If web visitors are interested in the names of authors who write in a particular genre, they may also be interested in other authors of similar books.
Non-branded keywords These are the names of the products and services you sell that do not contain brand names.
These are words with a broader meaning than your brand keywords.
Keyword targeting is more precise than other forms of contextual targeting.
Contextual targeting by topic
When you target specific topics, you're essentially telling Google to find web pages about a similar topic.
In general, topics are broader and more vague than keywords.
For example, the author of mystical works can choose thematic targeting "books and literature". These are relevant settings for his products (mystical books), but in this particular case the topic is not as precisely chosen as in the case of the keyword "mystical books", because these can be web pages dedicated to different genres (romance books, science fiction, etc.)
Google has more than 2 thousand different topics, and the search engine assigns each web page to one of these topics. (Most pages relate to more than one topic.)
Because topic targeting is less precise than keyword targeting, you'll need to choose your campaign topics carefully.
How to Add Contextual Targeting in AdWords
To improve your contextual targeting, you need to select a results page in your AdWords account's Display Planner. To the left of the button "Placements" you will see tabs "Keywords" And "Themes".
Everything here is as simple as when adding sites manually.
You can click on each keyword or topic to get more information regarding demographics and other indicators for some potential sites:
The next way to target users on the Display Network is behavioral targeting.
3. Behavioral targeting
Using behavioral targeting, people are selected based on their online activity.
There are two types of behavioral targeting: people are targeted by interests or through remarketing.
Targeting by interests
The difference is that topic or keyword targeting takes into account the content of web pages (context). You don't really care who visits those pages... You target websites that are relevant to your products or services.
With interest targeting, the opposite is true. People's interests are taken into account. It doesn’t matter what pages the advertisement is shown on, what matters is the people who show interest in your products/services.
Google distinguishes two types of interest targeting:
- "Audiences by Interest"
- "Interested Buyers"
“Audiences by Interest” option: Ads can be shown to people based on their long search history; Users who have been interested in something for a long time are targeted.
Google uses its huge database to determine what types of sites you visit more often, what types of sites you spend more time on, and so on. to determine your interests.
For example, if a user often visits websites dedicated to basketball, Google may classify him as a “basketball fan.”
Google has about a hundred categories of interest groups.
In turn, the “Interested Buyers” option is based on- behavioral characteristics over the past week or two. People who can be attributed to the market for certain goods or services are identified.
For example, most people buy new cars after a few years. Therefore, there is no need to continuously show car advertisements to absolutely all users who have shown interest in this topic; It would be better to focus on those who are interested in the new car market.
Google has about 500 categories for “interested buyers.”
It may be difficult to find all group categories "by interest" And "interested buyers" in your AdWords account, but TheDisplayGrid.com has a table with all the options. Click the tabs at the bottom of the screen to see all available categories in AdWords.
Remarketing
This is another type of behavioral targeting. In this case, the main criterion is the user’s recent decision to visit your site. Most likely, you are already familiar with the concept of remarketing.
But let’s try to explain the specifics and five main types of remarketing:
- General remarketing
- Remarketing on YouTube
- Remarketing Email Lists
- Dynamic remarketing
- Related Lists
General remarketing is what most users think of when they hear the word. Namely, showing ads to people who have visited the site in the past.
For example, you can add people to your remarketing audience who added items to their cart but did not visit the order confirmation page. If you're advertising on YouTube, then you can tell Google to create a remarketing list of users who watched your video ad. Or people who have performed certain actions can be added to these lists: linked to a video, commented, or subscribed to a channel.
(It will take a little volume to make sure that the ads are shown to people who have an active interest in your videos.)
To target an email list, you can upload an email list and target people that Google identifies.
To load a list of client emails in AdWords, click on the left sidebar "Shared Library", then "Audience" > "+ Remarketing List", And “El. customer addresses".
Ad blocking on Android(both on smartphones and tablets) possible: total a few simple steps, to say goodbye to pop-ups, ad pages, flashing banners, and any other annoying (and unwanted) content.
You don't have to be a hacker to get ad-free browsing: just a few simple steps in Android settings and installing an app designed to block the most persistent content. Below are all the steps we recommend following sequentially for optimal results:
1- Browser settings for Android: data saving
After opening tap the three vertical dots icon in the upper right corner of the screen and select " Settings". Then activate the element " Data Savings": Through this feature, Google servers analyze and compress web pages before downloading them to the user's device, reducing the weight in the amount of data downloaded.
This process is also useful to avoid dangerous websites that contain viruses, malware or phishing risks: when opened, Google will immediately stop browsing and warn the user about the danger.
2. Android browser settings: site settings
In Chrome settings, select "Site Settings", then " Pop-up window »: make sure they are locked. This way, it will be possible to significantly reduce the number of annoying advertising windows that appear during navigation.
3- AdBlock Plus
Millions of users consider it an undisputed ally for surfing on computers and laptops, but not everyone knows that AdBlock Plus is also available for Android systems. This app can block almost all advertisements on Android smartphones and tablets, even without running the root of the operating system, either on Wi-Fi networks or when using your phone carrier's data connection.
There are two versions of AdBlock Plus: AdBlock Browser (downloadable from the Google Play Store), which consists of remembering the name in an authentic standalone browser with all the features of AdBlock, or just an apk package, much less bulky, allowing you to extend filters to all browsers commonly used by the user . In this case, before continuing with the installation, you need to open Settings Android -> Security and activate the option " Unknown origin", which will allow you to install the package (remember, immediately after this, to disable this option for security reasons).
After installing Adblock Plus, open " Settings" -> "Mobile networks" -> "Access point names" and change the default APN by entering the following values:
- Proxy: localhost
- Port: 2020
Finally, from the settings you can choose what content to block and allow (images, videos, audio advertisements, etc.).
At this point, save your changes and restart the application to free up the cache and start with new settings. Thus, the proxy server just installed (inside the phone, without using external proxies) will block, in addition to the advertisements you encounter while browsing, even those located inside the application.
In case of problems with the phone, AdBlock Plus can be installed with a basic configuration (without proxy settings), with satisfactory results and the ability to block ads on Android.
Probably you, since I’m already tired of advertising in browsers. It’s okay if these are beautifully designed banners that are not intrusive, but sometimes you go to the site and there is a continuous anthill of everything (pop-up windows, banners, intrusive elements). You try to cover up all this beauty, but it pops out even more.
Advertising is developing rapidly, not only on the street, but also on the Internet. But the difference between advertising on the street or in the entrance is that you can walk and not pay attention to it, but on the Internet all advertising is in your sight. Therefore, I decided to write an article and help those who cannot figure it out how to disable advertising in Google Chrome browser.
Since Google Chrome occupies a fairly large market share, the question of advertising and how to remove it remains relevant. Later I’ll find time and try to write for FireFox, Opera, etc.
There are several ways you can disable advertising in Google Chrome:
- Disable using the settings of this browser.
- Use additional extensions Adblock and Adblock Plus.
- Install the Adguard extension.
- Install an antivirus and enable Internet protection.
Let's move on to watching the video, which sets out all the above methods:
Let's start with the first method and analyze it point by point.
Disable advertising using Google Chrome browser settings
Everything is simple and should be clear.
Open the browser and find the button on the right “ Setting up and managing Google Chrome”, in the drop-down list we look for the item “ Settings” and click on it.
For those who have this item, click on it and see that a full list of settings opens. If you don’t have this item, then all the settings have already been opened. Let’s go down and look for personal data.” Content customization” and click on this button.
Once you click you will have either a pop-up window or a page. There is no difference, look for the pop-up windows item and put a tick on “ Block pop-ups on all sites (recommended)" Now you can click “Done”.
Now you will not be bothered by pop-up windows, since the browser will eliminate them on its own.
Using additional extensions Adblock and Adblock Plus
This method means that you will need to install an extension for Google Chrome that will disable advertising banners and other annoying elements.
I have previously described this method and do not want to repeat myself, so I recommend reading the article:. Everything is described quite briefly and clearly.
Install Adguard extension
These are methods that can give good results.
That's how easy it is, in just 10-15 minutes, you can find out how to disable advertising in Google Chrome (Google Chrome) and immediately use these methods in yourself.
Antivirus and web protection
You can install an antivirus and enable Internet protection in it. Quite a good option, I have AVG antivirus, which blocks a large number of ads. Yes, it is also free, but you can install a license and use it to its fullest.
Reset all browser settings
As a rule, the 4 methods described above should help get rid of various types of advertising in Google Chrome. But this does not always happen; advertising on some sites may slip through.
To clear your browser of malicious add-ons, cookies, etc., you need to reset your browser settings. To do this, you need to find the menu button (3 bars) in the upper right corner and find the “Settings” item in the drop-down list. Next, at the bottom of the page, find the item “Show additional settings” and click on it.
In the list that opens, at the very bottom, look for the “Reset settings” item and click on it. After clicking, a window will appear in which you can see that all settings will be completely reset, and also cleaned.
If you are satisfied with everything, then click on the “Reset” button and wait a couple of seconds. This is done specifically in order to completely clear the browser because it is possible that advertising is lost in these files and it is simply shown automatically.
It seems that we have considered all the methods, so if you know any other methods, I would be grateful if you write in the comments. I will try them and add all the information to this article.
