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Display campaign and interests Qs

Follower ✭ ✭ ✭
# 1
Follower ✭ ✭ ✭

Hello!

 

We're running quite successful campaigns for several local auto repair shops on the Search Network, and now decided to give Display Network a try. 

 

What we want to achieve is to make sure our display ads are shown only to those people that just recently used Google and searched for say "transmission fluid change near me", "catalytic converter replace" or other auto repair services.

 

What I understand, the best path is to use "Other audiences" in the "Interests and Remarketing" and add "Vehicle Maintenance" as targeting.  

 

What I DON'T understand, will this ads be shown to only those individuals that made their searches with keywords similar to what he have in each of our adgroups? How does this generally work?

 

Thank you!

 

Dmitry

1 Expert replyverified_user
2 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Dmitry P
September 2015

Re: Display campaign and interests Qs

Explorer ✭ ✭ ✭
# 6
Explorer ✭ ✭ ✭
Hi Dmitry,

Yes; There is no way for us to display ads to people that previously searched using "our" keywords?

But you do have 2 good options 1st is topic and 2nd it interest/audience targeting.

Topic Targeting:
Topic targeting allows you to place ads on pages directly related to the topic you've selected. With topic targeting, your ads are more likely to be contextually relevant. In your example your ad will be shown on pages relevant to “Vehicle Maintenance”

Interest/Audience Targeting:
In Interest/Audience Targeting your ads will be shown to the people who show some interest in the product or services your provide. In your example your ad will be shown to people who show interest in “Vehicle Maintenance”, Google determine relevant audience based on users search history and browsing history.

If you combine both targeting methods than your ads will be shown to people having interest of “Vehicle Maintenance” at the time when they will be browsing the relevant topic (Vehicle Maintenance related).

Cheers,
Nouman

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Dmitry P
September 2015

Re: Display campaign and interests Qs

Top Contributor
# 7
Top Contributor

Well .... Nouman was ahead of me and replied with details,
However, in one point I would take a different  approach.
I personally (since I once found that the system listed Chinese language as one of my interests) - I don't like to target  by interests.

 

What you could do is to target by topics and add a few keywords more specific to the service (but not too specific) to narrow the trading audience. (In this case you would target by topics AND  Keywords - the overlapping  audience)

But, since you are already targeting a "narrow group" of users  ( looking for Vehicle Maintenance), I would say that  targeting by topics would suffice.

-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’

View solution in original post

Re: Display campaign and interests Qs

Explorer ✭ ✭ ✭
# 2
Explorer ✭ ✭ ✭
Hi Dmitry,

Adding in the "Vehicle Maintenance" as targeting in the "Interests and Remarketing" don’t mean that your ads will be shown to only those individuals that made their searches with keywords similar.

In fact your ads will also be shown to those who don’t search for similar keywords but do take interest in “Vehicle Maintenance” and browse different relevent websites.

You can read more about how this work here: https://support.google.com/adwords/answer/2497941?hl=en

Cheers,
Nouman

Re: Display campaign and interests Qs

Top Contributor
# 3
Top Contributor

Hi Dimitry

No; It will be shown to users the system / Google "signaled" as have interests in cars / autos.
I would prefer topics over interests., Interests is for users signaled to have an interest in autos. Topics is about websites with content about cars/ autos...

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: Display campaign and interests Qs

Follower ✭ ✭ ✭
# 4
Follower ✭ ✭ ✭
Moshe, so does that mean that if I select "Vehicle Maintenance" as topic, keywords don't even matter? How then Google decides what ads will be selected for display? Bit confused here...

Re: Display campaign and interests Qs

Follower ✭ ✭ ✭
# 5
Follower ✭ ✭ ✭
Thank you Nouman,

so there is no way for us to display ads to people that previously searched using "our" keywords?
Marked as Best Answer.
Solution
Accepted by topic author Dmitry P
September 2015

Re: Display campaign and interests Qs

Explorer ✭ ✭ ✭
# 6
Explorer ✭ ✭ ✭
Hi Dmitry,

Yes; There is no way for us to display ads to people that previously searched using "our" keywords?

But you do have 2 good options 1st is topic and 2nd it interest/audience targeting.

Topic Targeting:
Topic targeting allows you to place ads on pages directly related to the topic you've selected. With topic targeting, your ads are more likely to be contextually relevant. In your example your ad will be shown on pages relevant to “Vehicle Maintenance”

Interest/Audience Targeting:
In Interest/Audience Targeting your ads will be shown to the people who show some interest in the product or services your provide. In your example your ad will be shown to people who show interest in “Vehicle Maintenance”, Google determine relevant audience based on users search history and browsing history.

If you combine both targeting methods than your ads will be shown to people having interest of “Vehicle Maintenance” at the time when they will be browsing the relevant topic (Vehicle Maintenance related).

Cheers,
Nouman
Marked as Best Answer.
Solution
Accepted by topic author Dmitry P
September 2015

Re: Display campaign and interests Qs

Top Contributor
# 7
Top Contributor

Well .... Nouman was ahead of me and replied with details,
However, in one point I would take a different  approach.
I personally (since I once found that the system listed Chinese language as one of my interests) - I don't like to target  by interests.

 

What you could do is to target by topics and add a few keywords more specific to the service (but not too specific) to narrow the trading audience. (In this case you would target by topics AND  Keywords - the overlapping  audience)

But, since you are already targeting a "narrow group" of users  ( looking for Vehicle Maintenance), I would say that  targeting by topics would suffice.

-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’