Understanding Placement Statuses in Display Campaigns
The Placements tab within the Display Network tab of your Display campaigns houses such a ton of great information that advertisers frequently ask how to interpret the different statuses in the table. Understanding these statuses can be crucial to evaluating historical performance and helps with organizing your targeting methods.
First, it’s important to note the difference between Managed and Automatic placements.
You create Managed Placements when you designate within your targeting where you wish your ad to serve. For example, you may specifically want to show up on www.youtube.com, so you added that as a Managed Placement via the large red +Targeting button in the Display Network tab.
When you haven’t designated a targeted a site for your placements, the Display Network makes Automatic Placements based on various non-Placement targeting methods specified in your account. For example, you may see “www.youtube.com” as an Automatic placement if you wanted to target a film enthusiast affinity group and the 18-24 demographic.
Two other statuses you may see in your Placements section are Excluded and Removed.
You can exclude websites listed in your account reports that are not ideal platforms for your ads,. To do this, use the red button next to the website placement, or use the Edit drop-down menu above the table. Excluding placements works very similarly to how you exclude keywords from the Search Terms report in the Keywords tab of a Search Network campaign.
We still want to show you data from websites that you had previously been running Automatic placements, even after you have added Managed Placements. Removed placements will show you the historical data from any past Automatic Placements.
Understanding statuses in the account helps to keep your targeting organized and maintains a historical record of your overall, total performance across the Display Network.
Check out the following example to see where each Placement status comes into play.
Cordelia starts a Display Campaign for her homemade chocolate business. Originally, she had chosen to target males and females aged 18-24. Using these targeting criteria, our system created Automatic Placements so that her ads appear on www.Chocolate.com and www.Chocolate4You.com.
After one week, Cordelia decides that she does not want her ads to show on www.Chocolate.com anymore. She uses the Edit drop-down menu to exclude www.Chocolate.com. As an Excluded placement, www.Chocolate.com’s historical performance data remains available from when it was an Automatic Placement.
One more week passes by. After some research, Cordelia believes that she has identified two websites where she can find success. She adds www.DarkChocolate.com and www.WhiteChocolate.com as Managed Placements because she specifically wants to show on those two websites in the Display Network.
After she has done so, www.Chocolate4You.com becomes a Removed Placement. Because www.Chocolate4You.com was once an Automatic Placement where Cordelia’s ad served, it has historical data, but is no longer a placement option due to the Managed Placements Cordelia has chosen. Its data is available as a Removed placement.
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