Contextual Orientation Tool: View Planned Locations
I had previously written about the Contextual Orientation Tool, a kind of Keyword Tool, but focused on offering us keyword ideas in contextual campaigns on the Display Network.
While this tool is easy to use and does not have a very wide range of options, it does its job VERY well and saves us a good amount of work time researching and developing a contextually oriented Display Network campaign.
One of my favorite options in this tool is the option "See planned placements", this option allows us to see the sites of the Display Network where our ads could be shown if we use certain keywords.
To use this option, simply enter the Contextual Orientation Tool, clicking «Reports and tools» and then selecting the tool.
Then we just have to look for ideas for the keyword of our interest and click the circle with the ellipsis and voila!
Optionally, you can also select the option "Show all", which will show us the exact pages of each domain where our ads can be shown.
Using this tool is not quantum physics and in fact it would even seem silly to dedicate an entire article to an option as small as "See planned locations", however this small option can save you a couple of headaches, this option seems especially useful to me for 2 things:
1) Presentation of the Plan to the Client
In many cases customers require information about the estimated sites on which their ads will be displayed and what They are NOT satisfied with the classic standard answer:
"The Display Network has thousands and thousands of sites, your ads will show on all sites relevant to your product / service thanks to contextual targeting"
Using the option "See planned locations" we can prepare a report in a matter of a couple of minutes with the possible sites and pages in which the ads will be displayed for each group of ads to the client, thus answering the client's query.
Likewise, to avoid confusion, it should always be clarified that the ads can be shown on more sites and that we are just providing examples 😉
2) Exclude locations
By knowing the placements where our ads can possibly show, we can also exclude those that we consider to be inappropriate without the need to first launch the campaign and then run Auto Placements reports to detect the sites where our ads are showing and which they do not correspond to the objectives of the campaign.
Basically what we do with this is to avoid investing money in advertising our products / services in sites where it is most likely that users do not have the slightest intention to buy it, this is important more than anything if we use very generic keywords that can result ambiguous.
There are many possible uses for the options offered by the different Adwords tools, it is just a matter of a little creativity and ingenuity to get the most out of even the most insignificant options 😉
