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managed placement "Syntax"

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# 1
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I'm not sure how to execute this.

 

I'm promoting a bed and breakfast in a town called asheville. I want to place managed placement ads on all the bed and breakfast review sites with pages relating to asheville.

 

E.g. one page I'd like to bid on is http://www.bbonline.com/united-states/north-carolina/asheville/ as well as all competiting b&b listings in asheville (this website in question doesn't have adsense units on the individual profile pages of b&bs e.g. http://www.bbonline.com/united-states/north-carolina/asheville/albemarleinn.html

 

Question is how on earth do I code this into Adwords. I want to place ads on pages on the site bbonline.com with page name/title containing asheville 

 

I would imagine something like 

 

bbonline.com::Asheville

 

But there is no way to verify this code/syntax in adwords. It seems the only want to find out is to use automatic placements and ban/approve the results on a daily basis. Sure there has to be a more efficient way of doing this?

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Accepted by MosheTLV (Top Contributor)
September 2015

Re: managed placement "Syntax"

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# 2
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Hello Morecaffeine,

 

There are few things to consider here.

 

The most important thing is that, if you want to advertise on a website using Adwords, that site should be part of Google Display Network (the site must allow Google ads). If a site is not part of GDN then you will not be able to show your ads on that site. I couldn’t find any Google enabled ads on the site you mentioned here.

 

Using Managed Placements.

 

You have few options here.

 

I am just taking the website in your example and considering it as part of GDN.

 

Option 1 – You can select the website as your placement (bbonline.com). Your ad will be eligible to appear on any page on the site where ad place is available (not specifically on Asheville related pages.

 

Option 2 – Select a specific URL or category (like http://www.bbonline.com/united-states/north-carolina/asheville/) Your ads are eligible to appear on the selected page. Ads will not appear across the site, only on your selected page.

 

Option 3 – Use a combination of placement and keywords. Select ‘bbonline.com’ as your placement and include keywords related to Asheville b&b in that ad group. Then your ads will appear on ‘bbonline.com’ where Asheville related content and ad space is available.

 

You don’t need to code to achieve your objective.

 

You can use the placement tool to find suitable placements.

 

http://support.google.com/adwords/answer/179238/?hl=en

http://support.google.com/adwords/answer/2471191/?hl=en

 

Find more about managed placement targeting below

 

http://support.google.com/adwords/answer/99502/?hl=en

 

Hope this helps,

View solution in original post

Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: managed placement "Syntax"

Top Contributor
# 2
Top Contributor

Hello Morecaffeine,

 

There are few things to consider here.

 

The most important thing is that, if you want to advertise on a website using Adwords, that site should be part of Google Display Network (the site must allow Google ads). If a site is not part of GDN then you will not be able to show your ads on that site. I couldn’t find any Google enabled ads on the site you mentioned here.

 

Using Managed Placements.

 

You have few options here.

 

I am just taking the website in your example and considering it as part of GDN.

 

Option 1 – You can select the website as your placement (bbonline.com). Your ad will be eligible to appear on any page on the site where ad place is available (not specifically on Asheville related pages.

 

Option 2 – Select a specific URL or category (like http://www.bbonline.com/united-states/north-carolina/asheville/) Your ads are eligible to appear on the selected page. Ads will not appear across the site, only on your selected page.

 

Option 3 – Use a combination of placement and keywords. Select ‘bbonline.com’ as your placement and include keywords related to Asheville b&b in that ad group. Then your ads will appear on ‘bbonline.com’ where Asheville related content and ad space is available.

 

You don’t need to code to achieve your objective.

 

You can use the placement tool to find suitable placements.

 

http://support.google.com/adwords/answer/179238/?hl=en

http://support.google.com/adwords/answer/2471191/?hl=en

 

Find more about managed placement targeting below

 

http://support.google.com/adwords/answer/99502/?hl=en

 

Hope this helps,

Re: managed placement "Syntax"

[ Edited ]
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# 3
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Hi Info

 

There is an adsense unit on the site. It's on the first link but not on the second on (understandable really because the first link isa  category link, the second link is an entry of a B&B so the website owner probably feels it's unfair to allow competitors to bid on the b&bs profile page).

 

Anyway. Thanks for the clarification. I think the best approach then is to just target all the bed & breakfast, inn, hotel review sites and have the keyword asheville on the keyword list. Will that do enough to basically ensure that our ads appear on the Asheville related pages on the review sites?

 

Also if I enter display keywords, placements & topics for a GDN ad group will Adwords place ads on sites that match all three of these criteria. Or just any of these criteria?

Re: managed placement "Syntax"

Top Contributor
# 4
Top Contributor

Hi,

 

 1. Will that do enough to basically ensure that our ads appear on the Asheville related pages on the review sites?

 

Yes that will do enough. later you can select the best performing sites/pages and move them to a different ad group. This will help you to monitor them closely for better performance and bid higher to get more impression share from these sites.

 

2. Also if I enter display keywords, placements & topics for a GDN ad group will Adwords place ads on sites that match all three of these criteria. Or just any of these criteria?

 

Once you add keywords in to the ad group, ads will appear on places which matches all three crietrias.

 

But you can try contextual targeting creating a seperate campaign with only keywords, without selected placements.

in this case your ad will apear on any site on GDN with matching content of your selected keywords (for example on a news paper pade which has an article about Asheville B&B. Once you find profitable sites you can move them to a separate ad group as managed placements. This will also help you to find more opportunities other than review sites where normally competition will be very high.

 

But it will take more time and effort to optimize this campaign or to find profitable placements as the targeting is loose (you are not selecting specific placements) compared to Managed placements. So if you are trying this

 

1. Create a separate campaign, so you can monitor it very closely.

2. The most important thing - Start with a small budget and low bid. Increase both based on profitability.

 

Find more information here.

 

http://www.google.com/ads/displaynetwork/manage-your-ads/targeting-tools.html

 

Another great opportunity for you will be Remarketing (produces great results in your business segment).

 

Find more information about remarketing below.

 

http://support.google.com/adwords/answer/2453998/?hl=en

 

http://support.google.com/adwords/answer/2454000/?hl=en

 

Hope this helps,