Businesses these days aren’t bound by physical locations, thanks to the age of the internet. It’s no secret that the internet has opened the door for customers to target and reach their customers from every corner of the world. However, to reach as many customers as possible, businesses need to come up with ad strategies that will help them stand out.
One of the most prevalent strategies is the placement of ads. The position plays a huge part when it comes to ad targeting. Whether it’s located at the top, center, or bottom of the page, the ad’s location should be one such thing to keep in mind for businesses to benefit from it.
What is Placement Targeting?
Placement targeting means choosing a place or position where your ads can appear. The placements are locations where the ads are placed. The placement can be a website or a specific page of a website, mobile application, video content, etc.
Types of Ads Placement Targeting
There are three types of ad placement targeting: location-based, app install, and contextual.
Location-based ads: Location-based ads are a type of ad placement targeting based on geographic location. For example, you might target ads to websites or apps that are within a particular city or region. This can be a useful way to reach people in a specific area who are interested in your product or service.
App-install ads: App-install ads are targeted to users who download or install an app from the Google Play Store or AppStore. These ads are designed to promote the installation of an app and can be targeted to users based on their location, interests, and other factors.
Contextual ads: Contextual ads are placed on websites when a user views content relevant to the site’s topic. For example, you might target ad placements for restaurants near where a user lives. Contextual ads can be very effective because they are targeted to users who are already interested in the product or service.
Why does Ad Placement Even Matter?
Highly targeted ad placements can grab more attention and focus from the audience, resulting in an increase in CTR. Therefore the places on your website should be appealing to the advertisers as they won’t bid for your ad space if it’s positioned in a location that won’t benefit the ads. The best place for positioning the ads is either above the fold or where less scrolling is needed. If the ad placement isn’t in the optimal position, your CTR will dwindle, and that will affect your revenue from ad monetization.
By strategizing the position and timing to reach your customers, you will thus increase Click-Through Rates as well as create a lasting impression on your viewers.
How does Placement Targeting Work?
Advertisers can target ad placements by choosing to display their ads on websites or apps that are aspects of the Google Display Network or YouTube. Ad placement is determined by completing with other advertisers for the same space.
When planning your budget for a Display or Video campaign on Google, be aware that you may need to bid higher for popular sites and videos. This is due to the increased competition for impressions on these platforms. By taking this into account, you can ensure that your campaigns are successful and cost-effective.
Some Tricks to Follow when Placing your Ads
Choosing the Right Platform
To get good ad campaign results, you need to know your audience first. Knowing your target audience will help you figure out the placements for your ads. Understanding the right demographic and investing your budget in creating assets to place on the right platform will bring in more leads. Also, don’t put all the eggs in one basket. If you start advertising on every single platform, this won’t boost your reach. Instead, it might just worsen the situation for you.
Selecting the Ads Placement
Once you’ve selected the platform, it’s time for you to select the right place. Think about where you want to post the ads on. For Instagram, you can share it in Stories or the Feed. For Google, you can place it at the top of search results or on other web pages. You should keep your product and target audience in mind to see which makes more sense for your business.
Different campaigns have different placement requirements, so you should keep that in mind as well. For optimal results, you can try different placements and see which impacts your strategies more.
Adapting the Assets to the Networks
After you’ve chosen where to place your ads, you need to adapt your assets to each of the networks. This is very important because every network has its specific requirements. For example, depending on your chosen placement, you may need to resize the images or create copies or videos. No matter which placement you select, you need to check the requirements first, or you may increase the chance of creating a fatal error when targeting viewers.
Things to Consider when Targeting for Ad Placement
Allocating Budget & Click-Through Rates
Your budget goal is important to make the most out of ad placement. Tracking clicks and click-through rates on the websites you’ve chosen is a surefire way to understand how engaging your ad is to people visiting these sites. The CTR can tell you a lot about your ad’s relevancy and ability to pull the audiences when placed on a specific website. So, a better plan is starting with a budget allocation and reallocating a large portion of less valuable ad spend to more engaged audiences on other websites.
That means reallocating the impressions from a website with low clicks to other websites with higher CTR will benefit you more.
Tracking Post-Click Activities
The second thing to bear in mind is understanding what people do after they click on your ads. Now, not everyone will click your ads directly, and many people will come to your site later. But, understanding how you can track the value of each website to your display campaigns by the people who did click your ad will help you extract data about how helpful your ad was to someone.
Consider the average page scroll length and pages viewed per session by visitors coming directly from another website. You can compare this to the same metrics for other referring sites. If you notice people spend more time with your content or check out more pages when arriving from one display ad placement, this website will be counted as a valuable source for your campaign.
Using the Metric
When selling anything directly on your website, you can check the “View-Through Conversions.” It’s a metric in Google Ads. This metric tracks the number of conversions after someone saw your ad on a particular and didn’t click on it immediately but bought from you later. Using Google Ads’ “View-Through Conversions” will aid you in understanding the influence of the ad placement; you can also compare if the placement you’ve chosen was fruitful for you or not.
There you go! Now you know why placement targeting matters and what you should do to utilize your ad targeting fully. The measure we suggested, along with the metric, can help you make informed decisions about your campaigns, and it’s free to use.
Did you find this article helpful? Let us know in the comment. Thanks for reading; we’ll come back with a new post. Remember that you can contact us regarding ad campaigns and how they will help your business.
We look forward to hearing from you. Till then, take care!