Managed placements and ad scheduling in Google AdWords allow advertisers to exercise control over where and when their display ads are served. Advertisers can specify websites, web pages, and even banner positions within the page.
Let’s use as a working example, the New York Times (who actually is a Google Display Network partner). We can advertise on the NY Times homepage:
We can make it more specific and target just the “Style” category:
Let’s take it a level deeper, and target just the “Fashion” sub-category of the “Style” category:
We can go deeper again, and target just the header banner position (leaderboard) on the “Fashion” sub-category, of the “Style” category of the NY Times website.
In fact, we can target that specific banner position on that specific page on the website at specific days and times, say, every 2pm-5pm on Tuesdays, Thursdays and Saturdays, and 9am-11am on Mondays to Fridays. We call this ad scheduling or dayparting.
We actually do that level of targeting for some of our clients, who only want their ads to appear during business hours when their phones are manned. Of course, it would be absolutely ridiculous to start off a campaign at this level. AdWords is a cost per click model, meaning you only get charged if you receive a click. So we use this to our advantage.
Using the NY Times example again, the approach we would use is to launch a display campaign targeting the “Style” category as a whole.
Then, as we begin to collect data and reach a point of statistical significance, we analyse that data, and begin optimisation. We start by establishing the best performing banner designs. Then we drill down deeper to find the best performing categories/webpages, and match that up with the best performing banner positions, and best performing days of week, and times of day.
We focus the budget on this winning combination to maximise ROI, and remove the non-performing. Then rinse and repeat on more websites.
Do you need help managing your placements? We may be able to help you. Contact us for a consultation.