Targeting keywords in the display network

General tips for creating display campaigns focused on the page content:

Targeting keywords should be based on the topic of your advertisement in the context of the page content. The probability of occurrence of the keywords in the body of the page should also be considered.

• Add 5 to 10 words to your ad groups, not more than 20
• Insert keywords in broad match
• Avoid typos (the words are spelled correctly in the articles)
• Use diacritics
• Use one-word, maximum two-word formulations
• Do not use long-tail formulations or other formulations that would not occur on the page
• Do not use a dynamic parameter {Keyword: } – an alternative word is automatically displayed
• Choose general words that occur on the page that speaks about the product or service
  • If you offer wellness retreats, you do not need to create dozens of variations of the keyword, such as (“the best wellness”, “cheap wellness”, “wellness Prague” etc.). They usually do not occur on one page in all these specific variations.
  • Instead, use general words like “wellness”, “relaxation”, “energy”, “massage” etc.
• Select advertisements that attract the attention of a potential customer
  • Texts of the advertisements can be more creative, emphasizing the suitability of the goods or services offered, not just the brand
  • Potential customers may be at a different stage of the buying process than when searching.

[i] In the display network, the statistics for the keywords are only visible in the sum line of the table (not for individual keywords), because the ad is displayed based on the total relevance of all the selected keywords as a group.

Examples of an appropriate use of a display campaign:

Underwear seller

An underwear seller may create ad groups with different levels of relevance.

Example of ad groups with direct relevance:

• Bras – using words like push-up, bra, breasts, straps etc.
• Briefs – using words like briefs, lingerie, thongs, underpants etc.

It is appropriate to also include ad groups with related relevance, such as:

• Fashion, clothing, cosmetics etc. (targeting women)

Finally, ad groups with indirect relevance may look like as follows:

• Cosmetics – using words like cosmetics, make-up, eyes, skin, lips, style, trend, face etc.
• Tabloid press – using words like actor, famous, mistress, miss, model, break-up, relationship etc.

Tire dealer

Example of ad groups with direct relevance:

• Tires – using words like tire, winter tire, summer tire, tire change, pattern etc.

It is appropriate to also include ad groups with related relevance, such as:

• weather, traffic, road conditions etc. (targeting drivers)

Finally, ad groups with indirect relevance may look like this:

• Gridlock – gridlock, ice, snow, cold, snowdrift etc.
• Autumn – rain, November, autumn, snow, temperature, rainfall etc.

Price comparison provider

Example of ad groups with direct relevance:

• Electric energy – using words like electricity price, provider, electricity, power etc.
• Gas – using words like gas price, gas provider, gas, price increase etc.

Finally, ad groups with indirect relevance may look like this:

• Living – house, apartment, kitchen, bathroom, reconstruction etc.
• VAT – growth, VAT, eurozone, crisis, rate, increase, government, ministry

Your advertisement can also be displayed on pages that do not contain all the keywords that you target.

If you use multiple types of targeting, do not forget to read about how they interact. See the Targeting combination page to learn more.