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Placement targeting

Placement targeting manages ad places by specifying the website to deliver or not to deliver ads. Placement targeting is available in the ad group settings.

How placement targeting works
How to set up placement targeting
Associate placement list to your ad groups
Check the performance values of placement targeting

How placement targeting works


How to set up placement targeting

  1. Create a placement list
    Create a list of websites (placement list) to deliver or not deliver ads.

    Tips
    Learn more about Create placement list.
  2. Create a campaign and ad group for the placement targeting.

    *Skip this step when you already have an ad group.
    In the Display Ads management tool, you can create a new ad group and ad at the same time you create a campaign. To create a new campaign, select “Campaign” in the sidebar menu and click “+New campaign.”
    Learn more about Create campaigns.

    To create an ad group under the existing campaign, select “Ad groups” and click “+New ad group.”
    Learn more about Create ad groups.

  3. Associate placement list to your ad groups
    Associate the placement list created in 1. to the existing ad group (or new ad group created in 2.), then specify ad delivery. You can now control the ad places for the ads in this ad group.
    Tips
    • An ad group can have one of each placement list (for ad delivery and exclusion).
    • When the placement list (to deliver ads) has the same URL with the placement exclusion list, the exclusion list works.
      Example
      • Ad delivery: bbb.com
      • Exclusion: bbb.com
        →The exclusion list works, so no ads delivered on “bbb.com.”
    • The placement (or exclusion) list works when the URL is forward-match or backward-match. If the website URL doesn't match with the placement list, the placement targeting won't work.
      Example
      Placement list associated to the ad group: include “www.yahoo.co.jp”

      www.yahoo.co.jp→Deliver ads
      shopping.yahoo.co.jp→Do not deliver ads (the URL doesn’t include “www”)
      *To deliver ads to both of these URLs, directly enter “yahoo.co.jp.”

Associate placement list to your ad groups


There are two ways to associate a placement list to an ad group.

Associate from “Edit” in the list of placement targeting.
Associate when creating an ad group or from the ad group settings

Associate from “Edit” in the list of placement targeting.

Steps
  1. From the sidebar menu, click “Placement.”
  2. Click “Edit.”
  3. Click the campaign and ad group that you want to associate with the targeting option.
    Tips
    Campaigns and ad groups created in the Display Ads won’t appear on the list. To edit the targeting settings for this ad group, turn off “Use new platform” at the top right corner.
  4. From the placement lists appeared, select “Allow” or “Exclude.” The list you selected appears in “Selected lists” on the right.
  5. Click “Set.”

Associate when creating an ad group or from the ad group settings

Steps
  1. In “Create ad group” or “Ad group settings,” click “Targeting” then “Placement.”
  2. From the placement lists appeared, select “Allow” or “Exclude.” The list you selected appears in “Selected lists” on the right.
  3. Click “Create” or “Save.”

When associating the placement targeting, use placement report for your reference.

Placement Report

Tips
You can use Placement Targeting to specify the ad delivery to the Brand Panel placement.
How to deliver ads only to PC Brand Panel on Display Ads (Auction)
How to deliver ads only to Smartphone Brand Panel on Display Ads (Auction)

 

Check the performance values of placement targeting

You can check the performance (impressions, clicks, conversions, etc.) of placement targeting set for the ad group. There are two ways to check.

Check from campaign list of Campaign Management Tool

You can check the performance data from the placement targeting list view. Learn more on Check performance data.

Check from reports

You can check the data by setting "Placement list name" and "Placement list ID" from "Setting items :Basic" of "Basic item" when creating a performance report.
Learn more on Create performance report and template.

Note
  • When one internet user matches multiple lists for each targeting, impressions and other performance values ​​will only be added to the list with the highest bid adjustment rate. When the maximum bid adjustment rate is set for multiple lists, the actual value will be added to each list. Therefore the performance data and the report totals by search keyword list, target list, and placement list may not match other performance data and reports.

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