AdWords
2.8K members online now
2.8K members online now
Use AdWords conversion tracking and reporting to measure your results. Have a question about Google Analytics? Post it here, on the Google Analytics Community!
Guide Me
star_border
Reply

content Targeting in the Display Network using keywords, and not themes?

[ Edited ]
mg
Follower ✭ ☆ ☆
# 1
mg
Follower ✭ ☆ ☆

Hi all,

 

I have created an adwords campaign using:

  • Targeting the Display Network wiht image ads
  • Using certain keywords.

My understanding is that Google uses the keywords to create a unique theme. Also, each website is also categorised as a theme by Google. Then, google shows the image ads in the websites by matching your campaign themes with the site themes, and ignoring the keywords.

 

What I can not understand is that when I check the resulting data of the campaign in adwords, I can see that each individual keyword got individual clicks... However, I thought that the keywords were not used individually when using the display network, and that all the keywords were part of a unique theme?

Am I missing something?

 

My campaign network settings are:

Display Network /Specific reach: Show ads only on pages that match all my targeting methods 

 

Thanks !!!!

 

Mg


2 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by Karl (Explorer ✭ ✭ ☆)
September 2015

Re: content Targeting in the Display Network using keywords, and not themes?

Explorer ✭ ✭ ☆
# 5
Explorer ✭ ✭ ☆

Hi mg,

 

Hopefully we'll get a display specialist to jump in to answer all questions at some time but so far I have this answer for you:

 

Our goal of providing impression reporting for individual keywords is to provide new avenues of campaign optimization. For determining which keyword should get attribution in reports, our system picks individual keywords in an adgroup and determines the contextual relevance of each of these keywords with a given page. This contextual relevance is determined based on how strongly the keyword matches with the site's text, language, link structure, page structure, and more. The keyword with maximum relevance ends up scoring the attribution for the impression.

View solution in original post

Re: content Targeting in the Display Network using keywords, and not themes?

Participant ✭ ☆ ☆
# 2
Participant ✭ ☆ ☆

Hello Mg,

 

When you set the Specific reach: Show ads only on pages that match all of my targeting methods for display network this means, With this setting, your ad appears only when all your selected targeting methods match. The bid of the most specific targeting method is used. For example, if you have keywords and placements, your ad appears on those sites only when the pages also contain keywords that you've selected. The placement bid (most specific bid) is used.

 

So Google check the theme of your ad group to show your ads and the keywords with individual clicks are roughy idea (on the basic of content of page) which got the clicks.

 

I'll suggest you to read the where your ad can appear on the Display Network depending on your targeting methods artilce to undersatnd how display network targeting works.

Dinesh
My Blog

Re: content Targeting in the Display Network using keywords, and not themes?

[ Edited ]
Top Contributor
# 3
Top Contributor

Hello mg - Welcome to our Community;

Great question!

 

I am sorry to say that: this is one of the rare cases, where we don't have a definitive answer yet.Smiley Sad

Google just launched (a month ago) arevamped Display Targeting. We immediately after, posted this question. We have asked a Google Display specialist to come and comment. Zee (Community manager) is working to get us someone who is into the "nuts and the bolts" of the new Display tab.

 

Here is the link to this discussion:

Display Network Tab - How Google calculate Clicks

 

@Zee: Any chance we can get one (I know they are probably busy "up to their ears", after the new Display tab launch)

 

-Moshe

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: content Targeting in the Display Network using keywords, and not themes?

mg
Follower ✭ ☆ ☆
# 4
mg
Follower ✭ ☆ ☆

Thanks MosheLTV,

 

At least I am pleased to know I am not the only one going crazy Smiley Happy

 

Thanks

 

mg

Marked as Best Answer.
Solution
Accepted by Karl (Explorer ✭ ✭ ☆)
September 2015

Re: content Targeting in the Display Network using keywords, and not themes?

Explorer ✭ ✭ ☆
# 5
Explorer ✭ ✭ ☆

Hi mg,

 

Hopefully we'll get a display specialist to jump in to answer all questions at some time but so far I have this answer for you:

 

Our goal of providing impression reporting for individual keywords is to provide new avenues of campaign optimization. For determining which keyword should get attribution in reports, our system picks individual keywords in an adgroup and determines the contextual relevance of each of these keywords with a given page. This contextual relevance is determined based on how strongly the keyword matches with the site's text, language, link structure, page structure, and more. The keyword with maximum relevance ends up scoring the attribution for the impression.

Re: content Targeting in the Display Network using keywords, and not themes?

mg
Follower ✭ ☆ ☆
# 6
mg
Follower ✭ ☆ ☆

Hi Karl,

 

Thanks for your post!

So, the matching process has not changed and Google still uses the unique theme of the keywords and the theme of the pages to create matches and show the ads. Then, the information of the keywords is only included to give additional info and assist in the campaign optimization. Is that it?

 

Thanks

 

mg

 

Re: content Targeting in the Display Network using keywords, and not themes?

Explorer ✭ ✭ ☆
# 7
Explorer ✭ ✭ ☆
Hi mg,

Not quite. There is a significant change in the targeting system, making it more precise. The idea is to make GDN keyword targeting more similar with search targeting. You don't necessarily need many keywords anymore. Each single keyword can determine where the ad is placed. Obviously there can be cases (especially with similar keywords) that various similar keywords could trigger ads on the same site, then the most relevant keyword is chosen.

Re: content Targeting in the Display Network using keywords, and not themes?

mg
Follower ✭ ☆ ☆
# 8
mg
Follower ✭ ☆ ☆

Perfect, I understand it now.

 

Thanks Karl

 

mg

Re: content Targeting in the Display Network using keywords, and not themes?

Explorer ✭ ✭ ☆
# 9
Explorer ✭ ✭ ☆
You're welcomeSmiley Happy

Re: content Targeting in the Display Network using keywords, and not themes?

Top Contributor
# 10
Top Contributor

Hello Karl;

 

Thanks for trying to clear this issue, since it may effect the concept of contextual targeting on GDN

The point in question is, whether all keywords continue to work collectively as a theme

  • Is AW trying to find the best match between a web page and a theme (of several KWs) ?
    OR
  • Among the keywords, AW finds the best relevancy between each KW and the page content, and the best matched KW trigger the ad ? (similar to "which KW trigger the ad in search" ) .

If the latter is correct, the concept of contextual theme targeting is eliminated - Isn't it?

 

-Moshe

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’