Can I run image ads without setting keywords?
I created a new ad group with only image ads.
In the display network tab, I choose some "topics" and hope my image ads will show on these topic relevant websites. Is it enough? Do I still need to setup some keywords? Thank you!
Yes u can target topics without keyword, but u might want to monitor your cost and relevance of the resulting placements through topic targeting. For more granularity, its better to use keyword targeting, or a mix of both targeting.
More information with regards to targeting options:
Yes you can without keywords but the question is ROI (Return on Investment). Is it for the branding purpose or you need any specific conversion to happen in your website (say enquiry or purchase)?
For Branding Purpose, you may choose this way but again I would prefer you choose keywords.
I would prefer you strictly choose Keywords if you want any specific conversion or goals to happen. It makes sense to target pages that discuss about your specific keywords and cover those people who read those pages as they are in need of such information. If you cover any pages, you may get more irrelevant visitors .
Re: Can I run image ads without setting keywords?
A similar question was just asked in another discussion. So I am copying my answer there to this one:
A small addition to the answer above;
As said; on the display network keywords work collectively as a theme to match relevant content (on webpages) to the "theme". Among the "theme keywords" (that you have chosen - Don't choose to many) there is leading KW, that is most relevant; This is the one that triggers the ad: its stats are reported on the display network tab. Once identified to bring more clicks - you could bid higher on this KW.
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