Display Network: Contextual Targeting Tool

A few days ago I had the opportunity to test the beta of one more tool that Google Adwords offers us before the end of this year, if you did not have enough with the tool of Automated Campaign Administration in a short time they will also be able to use the Contextual Orientation Tool for the Display Network.

What is the Contextual Orientation Tool?

The contextual targeting tool for the Display Network is basically a kind of tool for researching keywords on the display network, very simple to use and that so far I am personally happy with the results.

How does it work?

The operation is very simple and intuitive so it does not present difficulties in its use.

We just have to enter the key words or phrases of our interest, select the country and language to which we are going to target the campaign and click «Search».

In this example I searched for "Hotels" and the tool suggests ad groups and keywords, as well as a CPC bid.

Now, let's go to another interesting option of this new tool, in the case of the "5 Star Hotels" ad group we see that there are many keywords that by their nature should not belong to the same ad group as they refer to different cities where we may not be offering our service.

To solve this we must eliminate the keywords that are not useful by clicking on the list of keywords in the ad group to delete or edit them.

Then we just have to click on the "Expand" option and the tool will create new ad groups based on those keywords.

We can repeat this process as many times as necessary, although in this example I used a very generic keyword, we can use more specific keywords in terms of our location or product / service details to avoid having to expand again and again until we get the ad groups and keywords we need.

Once we define which are the ad groups that will really be useful for the campaign, we just have to select them and click "Export to Adwords Editor", this will create an Excel file that we can then import with the Adwords Editor to finally upload it to our campaign .

So far I can say that the experience with this tool was very positive for campaigns in which it is necessary to achieve higher volumes of traffic in the display network since it suggests keywords that we may not be using and granularizes them in different ad groups to that we can create very specific ads for each set of suggested keywords.

And what do you think of the Contextual Orientation Tool? 😉