Display Network Criteria BiddingGetting your brand across

Mark R. BowyerPresenter

Agenda

● Why Display Ads?

● What are Criteria?

● Targeting

● Bidding

● Resources

Why Display Ads?

Why Display Ads?

Mobile First and SNDS

● Ads in Apps

● Ads on mobile web pages

● Search Network with Display Select (SNDS)

What Are Criterion Type Groups?

Criterion Type Groups

KeywordUser Interests and

Lists Verticals

Gender Age RangePlacement

Decisions for Display

Decision #1: Bidding

At the Ad Group Level, decide which type of criteria you want to use for custom bidding (if any).

For all other types of criteria, you will only be able to set bid modifiers.

Decision #1: Bidding - Cont.

VerticalsBid: $1.00 Keyword

Bid Modifier: 10%

PlacementBid Modifier: 10%

GenderBid Modifier: 10%

Age RangeBid Modifier: 10%

User InterestsBid Modifier: 10%

Ad Group Level

adGroup.setContentBidCriterionTypeGroup(

CriterionTypeGroup.VERTICAL);

Decision #2: Targeting

Do not restrict impressions, but allow bid adjustments

KeywordBid Modifier: 10%

PlacementBid Modifier: 10%

Age RangeBid Modifier: 10%

User InterestsBid Modifier: 10%

Criterion Type LevelShow impressions ONLY when criteria matches

OR

Pick ONE per type:

Decision #2: Targeting - Cont.

// Do not restrict by age range (target all ages)

ageRangeSetting.setCriterionTypeGroup(

CriterionTypeGroup.AGE_RANGE);

ageRangeSetting.setTargetAll(true);

// Only show ads to users matching interest criteria

listsSetting.setCriterionTypeGroup(

CriterionTypeGroup.USER_INTEREST_AND_LIST);

listsSetting.setTargetAll(false);

Decision #2: Targeting - Cont.

TargettingSettingDetailtargetAll

Report fieldisRestrict

User interface

true false Bid only

false true Target and bid

Targeting and Bidding Combined

Targeting and biddingTarget Criterion CriterionTypeGroup / targetAll

Young adults AgeRange 18-24 AGE_RANGE / true

Only users interested in music

CriterionUserInterest Music Lovers

USER_INTEREST_AND_LIST / false

Only males Gender Male GENDER / false

Show ads on sites related to musical instruments

Vertical : Musical Instruments VERTICAL / true

Bidding goal Criterion Bidding action

Increase bid by 25% for young adults

AgeRange 18-24 bidModifier = 1.25

Set absolute max CPC on sites related to musical instruments

Vertical : Musical Instruments CpcBid of $2.50

Targeting and bidding - Cont.

Young Adults+25%

Musical instruments

sites$2.50

targetAll = TRUE Modifies Bidding

Targeting and bidding - Cont.

targetAll = FALSE Restricts Targeting

Users interested in

musicMales

Final bid: $4.03● baseBid X all modifiers

$2.50 X 110% X 110% X 110% X 110% X 110%

baseBid:● Applicable absolute

bid

● Otherwise, Ad Group default

If multiple bid modifiers qualify for an impression:

VerticalsBid: $2.50 Keyword

Bid Modifier: 10%

User InterestsBid Modifier: 10%

GenderBid Modifier: 10%

Age RangeBid Modifier: 10%

PlacementBid Modifier: 10%

Ad Group Level

Combining bidding options

Takeaways

● Display Network campaigns are very different from Search Network campaigns.

● When creating a Display Network campaign and ad group, refer back to the two key decisions discussed here.

Resources● Bidding guide - section on content network:

○ https://developers.google.com/adwords/api/docs/guides/bidding#content-dimensions

● Criteria usage:○ https://developers.google.

com/adwords/api/docs/guides/criteria-usage