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Google Adwords: Topic Targeting!

Posted by on August 22, 2011 11:29 AM

Google Display Ads have been the subject of a lot of Google marketing and advertising attention recently, and of course there is a lot of opportunity on the content network in many verticals.

So when Google rolls out a new display network control like topic targeting as they did in March, it’s worth taking some time to better understand how the feature works and when it mkes sense to utilize it.

Google in a blog post said:

Using topics to contextually target your ads offers broad targeting and reach and is a good way to connect with a large audience quickly and easily to generate awareness or drive sales. When using topic targeting, our system looks at all the terms on a page to determine the topic of the page and is less reliant on particular keywords. On the other hand, using keywords to contextually target allows you to target your ads to a more specific set of pages in the Display Network, since you use individual keywords to develop a theme in your ad groups. However, both targeting options can be used together to effectively reach an audience across the Google Display Network.

The general idea here is that topic targeting is taking a similar but less granular approach to targeting than keyword targeting.

It’s basically all or nothing – you can target pages whose topics are similar to your topic or not. Meanwhile with keyword targeting we could break out several groups with highly granular keyword groupings to speak to things like specific modifiers, brands, or styles. In fact, in thinking through content network organization, this has, historically, been Google’s advice on campaign structure: Screen shot 2011-03-28 at 5.49.17 PM

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