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5 Ways to Use Negative Targeting on the Display Network |
5 Ways to Use Negative Targeting on the Display Network Posted: 25 Jun 2012 06:43 AM PDT If you advertise on Search, you should already know how important it is to find negative keywords – they stop you wasting money by stopping your ads showing on irrelevant searches. But if you're on the Display Network, things are a bit trickier. You still want to avoid wasting money showing ads to people who aren't interested (and you want to avoid unfortunate appearances), but negative keywords don't work as well. For best results you'll need to look at all of the negative targeting options.
These are websites you exclude. If a placement is a domain, that stops your ad from showing anywhere on that domain (or its subdomains). You can also specify subdomains or subfolders, or even individual pages. Unfortunately there isn’t an ‘exact match’ for placements, so you can’t block a site’s homepage while still showing ads on deeper pages. Topics let you exclude swathes of websites according to theme. Google's categorisation isn't perfect, but excluding a topic is more powerful than just excluding a keyword or individual site. To get an idea of what websites are in a Topic, use the Placement Tool. They aren't available for positive targeting, but if you scroll down to the Exclusions section of the Display Network tab you'll see 'Categories'. If you want to stop your ads appearing on sexually suggestive content or pages about death and tragedy, go here. You can also see how you perform when your ads appear in videos, or on pages with videos, or in games. There are also particular types of website, like forums and parked domains. So now you know the negative targeting options, how do you work out how to use them? What placements, topics and categories do you exclude?
1. Allow for AmbiguitiesThink about what your terms could mean. Say, for example, you want to sell apples. Think of what the word 'apple' can mean: a fruit, a tree that produces that fruit, the company who make iPads, early computers made by said company, the corporation set up by The Beatles, an episode of Star Trek, and many more things. You can then work out what keywords and Topics are related to these alternative meanings, and exclude them. To continue the apple example, you could exclude Topics like 'Computers & Electronics > Consumer Electronics', 'Arts & Entertainment > Music & Audio', 'Arts & Entertainment > TV & Video > TV Shows & Programmes > TV Sci-Fi & Fantasy Shows'. 2. Speculate on SituationConsider context. Some sites may be about your product, but read by people who have already purchased (although these may be opportunities for cross-selling). Some sites may be purely informational, like dictionaries. Remember to check performance data before making decisions, as sites may have more than one audience: a 'how to' guide might be read by people researching before purchase as well as people needing help with what they already own. People may look up apple pie recipes because they intend to buy apples or because they already have apples they want to use up. 3. Consult the Contextual Targeting ToolThis will give you an idea of what websites Google will show your ads on. You might go for the keyword 'apple fruit', but the predicted placements include annoyingorange.com and farmville.wikia.com which you might not deem relevant to your fruit shop. You can then either use different keywords or continue with 'apple fruit' but with the suggested placements as negative placements. It can also be useful for keyword research, helping you find alternative meanings for your terms or new areas to advertise on. Remember the Wonder Wheel? Turns out the Contextual Targeting Tool uses the same engine. 4. Ponder your Placement ReportThis is the most obvious place to look if your Display Network campaign is already up and running. I recommend looking at both domain and URL level. To see the latter: go to the Dimensions tab, view Automatic Placements, then go to the columns settings and make sure it shows URLs. Don't just exclude sites without looking at them – see what they're about. This is another way to find ambiguities. 5. Watch Out For These WebsitesSome domains are specialised; some are not. A page in Wikitravel.org is going to be about travel; a page in Wikia.com could be about anything. Here are some particular websites or types of websites you should be careful with, because they can cover anything and so could advertise anything. NewspapersNewspapers could cover anything – and if your term does appear in a newspaper, it could be in many different contexts. If a country is mentioned in the News it is likely to be in a different tone than if it appears in the Travel section: if there's a tragedy it's more likely to be in the News section. It's also more likely that someone reading the Travel section will be interested in buying a holiday than if they're reading about the country's politics in the News. In some ways newspapers are like several different sites, all with their own angle and audience. Generally different segments will be in different high level folders: looking at a newspaper's homepage should give you a good idea what sections they have and what URLs they use. For example, if you wanted to advertise the Guardian, it has various folders and sub-domains, such as:
So if you're advertising jobs you might want to target just the jobs subdomain, or if you're advertising DVDs you might want to target just the TV and film sections. If you're advertising apples you may only want www.guardian.co.uk/lifeandstyle/food-and-drink. YouTubeThe problem with YouTube is that you can't tell anything from a video's URL. You could exclude individual videos, but this is often too precise: you can exclude http://www.youtube.com/watch?v=dQw4w9WgXcQ but you'll still turn up on http://www.youtube.com/watch?v=okqEVeNqBhc, http://www.youtube.com/watch?v=GGhExssWyE0 and other such videos. There are placements for YouTube that specify what category the video is, such as 'youtube.com » Entertainment 300×250,Middle right' and 'youtube.com » Film &Animation 300×250,Middle right'. Look up youtube.com on the Placement Tool to find these. These can't be used as negative placements, but you could exclude youtube.com from your purely contextual targeting ad groups and then have a YouTube only ad group with just the relevant categories as positive placements. About.comAbout.com handily organises itself into subdomains. A lot of subdomains. There are a mere 11 on video gaming, and around 75 on sports. There's an alphabetic list here. If you're trying to exclude a particular topic, you can look up subdomains by category. So if you're advertising apples and want to avoid Apple Inc, you'd look in the Computing and Electronics categories. You'll want to exclude the subdomains on Macs (macs.about.com), iPhone / iPod (ipod.about.com) and iPad (ipad.about.com) – but you probably also want the unbranded subdomains like PC Hardware / Reviews (compreviews.about.com) and Cell Phones (cellphones.about.com). You might even be better excluding about.com from purely contextual ad groups and having an ad group that only targets the most relevant subdomains. IMDBThe Internet Movie Database is all about films, TV, video games and actors – but as films, TV and video games can be about anything it can still stray into your placements. Scanlation SitesThese are sites hosting translated scans of manga (ie Japanese comics). As there's usually one page of manga per webpage, people will view many webpages fairly quickly, so there'll be high impressions. And as manga can be about anything, the ads could be about anything. You may spot some if you look through your automatic placements for URLs with 'manga' in them. GmailMail.Google.com is a black-box – keywords go in, impressions and clicks go out, but you've no idea what happens in-between. You can't see what emails are causing your ads to trigger, so you can't tell if your ads are showing on unrelated topics. It's generally worth having mail.google.com as a manual placement, so you can lower its bids. If you have it in its own ad group, you can then see keyword level data which may give you some clue what's going on. Also there are some tactics specifically for Gmail – for example, PPC Hero suggests using keywords matching the subject of standard emails. Anonymous.GoogleWhen a publisher doesn't want advertisers to know their site's details, it will turn up in placement reports as something like 0906e2412d37878f.anonymous.google. You can't see the actual URL. While anonymous placements will appear in the Placement Tool's results, you can't use the anonymous placement as a search term. So unless someone feels like searching through every category and recording what anonymous placements turn up, you've no clue what type of site it is. All you have to go on are performance data. So feel free to presume that an anonymous site with high impressions and no clicks is irrelevant to your ad, and exclude it. ConclusionMoral of the story: advertising apples is harder than you think. And remember to look at all the negative targeting options – placements, topics and categories as well as keywords – to optimise the Display Network. Have you any tips for Display Network targeting? Any particular sites that turn up again and again in your Placement Report? Did I succeed in Rick Rolling anyone? Share in the comments. © SEOptimise - Download our free business guide to blogging whitepaper and sign-up for the SEOptimise monthly newsletter. 5 Ways to Use Negative Targeting on the Display Network Related posts: |
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Germany's Finance Minister Lectures Obama On Debt, Defends Euro, says German Referendum Needed Soon Posted: 25 Jun 2012 02:06 PM PDT President Barack Obama should focus on cutting America's own budget deficit before advising Europe on how to tackle its debt problems says German finance minister Wolfgang Schäuble in the Spiegel article in Germany Rejects Obama's Criticism in Euro Crisis German Finance Minister Wolfgang Schäuble rebuffed recent criticism of Germany's handling of the euro crisis from Barack Obama, telling the US president to get his own house in order before giving advice.Wolfgang Schäuble Defends Euro and Jean-Claude Juncker In an interview with Spiegel published on Monday, Schäuble said he could imagine that Germany will soon have to hold a referendum on a new constitution enshrining greater EU sovereignty. Please consider these snips from Der Spiegel interview 'We Certainly Don't Want to Divide Europe' SPIEGEL: Minister Schäuble, the European Union is mired the worst crisis in its history with the euro threatening to break apart. What is at stake?Hypocrisy The interview reviews a set of arrogant statements, foolish actions, lies, and hypocrisy. Let's start with the hypocrisy. In response to a comment on "powers of destruction", Schäuble responded "Now you're exaggerating.". Yet, in response to the opening question "What's at stake?" he responded "Our prosperity. .... Otherwise we would fall far behind, and that would lead to a substantial loss of prosperity and societal security." A "substantial loss of prosperity and societal security" sounds pretty destructive to me. Arrogance and Foolish Actions Defending the introduction of the Euro while admitting these problems were known in advance is arrogant foolishness. Anyone care to ask how Spain, Greece, or Ireland feels about this position? Calling for a strengthening of European parliament complete with all their nannyzone ideas, tariffs, and regulations is beyond foolish. For a prime example, please see EU Takes Great Britain to Court over Garlic; Nannyzone Nonsense; Time for UK to Kiss EU Goodbye Yet, without a fiscal and political union, the euro cannot function at all. Indeed it certainly hasn't. Of course Germany expects to be in control of the parliament, but that may not happen, especially if France, Spain, and Italy all agree to do some foolish thing (exactly as they propose right now I might point out!). The very first thing to go in a political union would be austerity if those countries had their way. Of course, the proposal would contain "strict" budget limitations. Think those would matter when politicians would have the chance to vote on them? Why should German citizens (or any citizens for that matter) subject themselves to such nonsense? Outright Lies or Disingenuous Bullsheet? Schäuble claimed "In the most recent election in Greece, more citizens voted for parties that support the course that was agreed to with Europe than in the first election." That is a gross distortion of reality at best. There is near unanimous sentiment in Greece against more austerity. Pasok, the only pro-austerity party received a mere 12% of the vote. Political and Cultural Differences Are Immense Political and cultural difference make agreements on a new treaty impossible. If anything, odds of hammering these things out in a crisis is all the more difficult, as repeated disagreements about Greece (a very minor player) have shown. A timing sequence issue also suggests It's Just Impossible.
Schäuble believes a German referendum will happen soon. How can that be given there is no agreement on eurobonds, the order and timing of events, or anything else substantial? Recall that French president Francois Hollande even wants to rework the last agreement! Yet, until a treaty is hammered out, no referendum is possible. Even if by some miracle a treaty is hammered out, how long will the ratification process take? Would German citizens vote for it? Finally, will the bond markets wait that long? Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Click Here To Scroll Thru My Recent Post List Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Greek Finance Minister Resigns Before Being Sworn In; Cyprus Seeks Bailout From Euro Zone Partners Posted: 25 Jun 2012 11:01 AM PDT One might think the the newly elected Prime Minister of Greece would have enough common sense to not appoint a finance minister with a history of medical problems. One might also think a person with known medical problems would turn down the position if offered because of the obvious stress. However, one would be wrong on both counts. Reuters reports Greek finance minister resigns, crisis deepens Greece's new finance minister resigned because of ill health on Monday, throwing the government's drive to soften the terms of an international bailout into confusion days before a European summit.Cyprus Seeks Bailout In other news, the New York Times reports Cyprus Seeks Bailout From Euro Zone Partners The euro zone's sovereign debt crisis took a turn for the worse Monday as Cyprus said it would seek aid from the euro zone's bailout funds.Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Click Here To Scroll Thru My Recent Post List Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
EU Takes Great Britain to Court over Garlic; Nannyzone Nonsense; Time for UK to Kiss EU Goodbye Posted: 25 Jun 2012 08:19 AM PDT If you are looking for solid reasons why the UK should kiss the EU goodbye, then I can provide one: Brussels acts over garlic tax. The European Commission is taking Britain to court in a battle over an unpaid bill of millions of pounds in duty on imports of garlic.Nannyzone Nonsense For starters, there should be no tariffs on garlic at all, fresh, frozen, freeze dried, or otherwise. This is not just about garlic. This is about agricultural tariffs in general. Pater Tenebrarum at the Acting Man Blog discusses free trade including the following absurdity regarding sale of cabbage. Mind, we do believe that free trade, free movement of capital and open borders are essential and important achievements. But here is a little comparison that shows you quickly and easily what isn't (hat tip to one of our readers at Seeking Alpha):Tenebrarum sarcastically asks "How on earth did we ever buy and sell cabbage before there were such edicts from the bureaucracy in Brussels?" Who Benefits From This Nonsense? Such tariffs are primarily for the benefit of French farmers who could not otherwise compete in the global marketplace. Not only do consumers have to pay higher prices for no reason, but 25% of such taxes go straight to the nannycrats' pockets, disguised as "collection costs". The nannycrats wanted prime minister David Cameron to sign a nanny-agreement last December, but the only reason he didn't was the possibility the EU would implement a financial transaction tax. For details, please see my December 10, 2011 post Britain Seethes, Germany Sulks, France Gloats; UK "Big Loser" Falls into "French Trap"?; Who is the "Real Loser"? Bazooka Math The idea that the UK fell into a French trap is totally absurd. Cameron would have been willing to sign that fool agreement had not France insisted on a financial transaction tax. Then had he signed, the UK would have been subject to the tax by popular vote later. Thus it was France who made the foolish move if they wanted Cameron to sign. Nonetheless, Cameron did make a huge mistake and he also painted himself into a corner by stating it would be "disastrous" for the UK to leave the EU. Why? Disastrous for who? The UK would get to shed arcane EU regulations on damn near everything, but especially agricultural tariffs that cost UK citizens plenty. The UK can stop sending money to the EU that goes into creating policies that further cost UK citizens money. Whatever downside there is to leaving the EU, would be more than made up for by shedding EU bureaucracy and idiotic rules entirely. Time for UK to Kiss EU Goodbye There is no reason for the UK to be in the EU. Agricultural tariffs including garlic taxes are proof enough. Financial transaction taxes, supported by France and Germany, are icing on the cake. The UK wisely avoided a eurozone entry. It would benefit from telling the EU to go to hell over agricultural tariffs and financial transaction taxes as well. If the EU is stupid enough to sponsor agricultural tariffs for the primary benefit of French farmers at the expense of everyone else, then let them. There is no reason UK citizens should have to suffer as well. Put it to a vote David Cameron. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Click Here To Scroll Thru My Recent Post List Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Is There a Limit on Central Bank's Ability to Inflate? Posted: 25 Jun 2012 12:24 AM PDT On Friday, ECB President Mario Draghi announced ECB to Accept BBB- Rated Debt (One Step Above Junk) as Collateral. Reaction from the German central bank was immediate: Bundesbank Swipes at Draghi as European Fault Lines Deepen "We're critical of this," Bundesbank spokesman Michael Best said yesterday. In terms of collateral, "we won't accept what we don't have to accept," he said.Target2 and ELA Explained If you do not know what target2 balances are, or if you want to understand how much Germany is really at risk of (most have it wrong), then please see Discussion of Target2 and the ELA (Emergency Liquidity Assistance) program; Reader From Europe Asks "Can You Please Explain Target2?" Do Central Banks Face "Power Limits"? In light of loosening collateral standards by the ECB to one step above junk, some might be wondering about limits on central bank actions. The Bank of International Settlements (BIS) says Central Banks Face Power Limit as Debt Persists "Central banks are being cornered into prolonging monetary stimulus as governments drag their feet and adjustment is delayed," the Basel, Switzerland-based BIS said in its annual report, published today. "Both conventionally and unconventionally accommodative monetary policies are palliatives and have their limits."Politically Impossible to Avoid Breakup Emphasis added to key ideas. I agree with all the points above except the last one. I suggest it is "hard to escape" the conclusion that the eurozone will break up. Efforts to resist that breakup will only make the breakup when it does occur more violent. Reasons To Expect Breakup
Key Breakup Idea Here is the key idea from It's Just Impossible
Central Banks Do Have Limits Except as noted, I agree with the BIS position on limits. I have explained many times. First note that the Fed (central banks in general) cannot give away free money. They can provide liquidity (but not capital). They will stretch what they are willing to do, but even in the case of the ECB accepting near-junk as collateral, it is only with a haircut. For further discussion of liquidity vs. capital including some statements by a Fed governor, please see No Helicopter Drop For Failed Banks Can The Fed Cause Hyperinflation? I put together other key ideas in Hyperinflation Nonsense in Multiple Places. Here are some snips. I do not think the Fed itself can cause hyperinflation and more importantly I am sure they would not if they could. The reason is "Hyperinflation Would End The Game"Attitudes the Key In a credit-based economy such as the US and Europe, attitudes are the key. The Fed can print at will, but it cannot make consumers spend or businesses expand or hire. The Fed is desperately (and foolishly) trying to get consumers to lever up once again, however attitudes of consumers have changed. Boomers need to deleverage heading into retirement and Generations X and Y, are loaded up with student debt, struggling to find jobs. This is a deflationary setup, not an inflationary one. For more on generational attitudes, please see Three Key Reasons Housing Not Coming Back: Demographics, Student Debt, No Jobs Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Click Here To Scroll Thru My Recent Post List Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
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What Your Salad Dressing Says About You Posted: 25 Jun 2012 01:09 PM PDT This may seem counter intuitive, but every single salad dressing is like a gateway into the mind. What someone chooses to put on their salad or use as a dip holds the blueprints to their personality. Check out what your particular dressing says about you below. Click on Image to Enlarge. Via Bite.ca |
How To Get More Likes, Comments & Shares on Facebook [Infographic] Posted: 25 Jun 2012 12:49 PM PDT Social media data expert Dan Zarrella who tracked and analyzed more than 1.3 million posts from the 10,000 most-Liked Facebook pages has released details about which posts get the most likes, shares and comments on Facebook, from post type and length to the best time of day to add updates. Photos bring in the highest number of engagement across the board, followed by text and video, according to Zarrella. News links bring in the least numbers of likes, shares and comments. Click on Image to Enlarge. |
It's All About The Images [Infographic] Posted: 25 Jun 2012 12:35 PM PDT Some say image is everything, and that's especially true on the Internet where the shift to visual optimization is playing an increasingly important role in the recent phenomenon of photo marketing. In light of their numerous benefits for brands of all kinds, MDG Advertising developed an insightful infographic that illustrates the influence of images on a company's business, branding, search, and social media efforts. For insight on optimizing images for content and commerce, along with advice on image optimization techniques, take a look at the following infographic to see why images can help make success a snap. First, the infographic details the power of Pinterest whose popularity has propelled the use of high-quality images in sharable online content. It also explains how Facebook's greater focus on images has led the social media giant to switch to Timeline and acquire photo startup Instagram. Click on Image to Enlarge. |
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