Talk on Display Network campaigns and bidding

1. Display Network
Criteria Bidding
Getting your brand across
Mark R. Bowyer
Presenter

2. Agenda
● Why Display Ads?
● What are Criteria?
● Targeting
● Bidding
● Resources

3. Why Display Ads?

4. Why Display Ads?
Mobile First and SNDS
● Ads in Apps
● Ads on mobile web
pages
● Search Network with
Display Select (SNDS)

5. What Are Criterion
Type Groups?

6. Criterion Type Groups
Keyword
User Interests and
Lists Verticals
Gender Age RangePlacement

7. Decisions for
Display

8. 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.

9. Decision #1: Bidding - Cont.
Verticals
Bid: $1.00 Keyword
Bid Modifier: 10%
Placement
Bid Modifier: 10%
Gender
Bid Modifier: 10%
Age Range
Bid Modifier: 10%
User Interests
Bid Modifier: 10%
Ad Group Level
adGroup.setContentBidCriterionTypeGroup(
CriterionTypeGroup.VERTICAL);

10. Decision #2: Targeting
Do not restrict
impressions, but allow
bid adjustments
eyword
d Modifier: 10%
acement
d Modifier: 10%
Age Range
Bid Modifier: 10%
User Interests
Bid Modifier: 10%
Criterion Type Level
Show impressions ONLY
when criteria matches
OR
Pick ONE per type:

11. 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);

12. Decision #2: Targeting - Cont.
TargettingSettingDetail
targetAll
Report field
isRestrict
User interface
true false Bid only
false true Target and bid

13. Targeting and
Bidding Combined

14. Targeting and bidding
Target 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

15. Targeting and bidding - Cont.
Young
Adults
+25%
Musical
instruments
sites
$2.50
targetAll = TRUE Modifies Bidding

16. Targeting and bidding - Cont.
targetAll = FALSE Restricts Targeting
Users
interested in
music
Males

17. 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:
Verticals
Bid: $2.50 Keyword
Bid Modifier: 10%
User Interests
Bid Modifier: 10%
Gender
Bid Modifier: 10%
Age Range
Bid Modifier: 10%
Placement
Bid Modifier: 10%
Ad Group Level
Combining bidding options

18. 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.

19. 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