In the next few weeks Google Adwords will be rolling out a new tab for the Display Network, which is used to display text/image/video ads on Google Display Network, seen below:
What is key to this upgrade is the ability now to refine target at the keyword level, which is previously only limited to ad group themes. This uses their new technology called Next-Gen Keyword Contextual Targeting. In the past we can only bid to the ad group level. What this change will bring is the ability to target keywords so that higher performing (be it branding or conversions) keywords can have their bids increased and vice versa.
This will certainly improve targeting capability almost close to search level accuracy and bidding. Close to because users are still keying in keywords in search network while contextual content needs to be evaluated by Google Adwords new Next-Gen Keyword Contextual Targeting.
With the ability to further refine targeting
- placements (websites)
- topics (targeting topics users are interested in)
- interests (what the page is about)
- remarketing (the ability to target users who already been to your side but didnt convert)
this certainly brings Google Adwords display network targeting even further ahead of Facebook display targeting which is in my opinion very hard to define a context as there really isnt much of a theme in a Facebook status updates page.
Also notice below the targeting options (keywords, placements, topics, interests and remarketing) are now more easily accessible as seen below:
Certainly cant wait to try out how this Display Network tab using their new Next-Gen Keyword Contextual Targeting will ease our tasks of optimizing client accounts.