Placement

On Display and video, where the ad runs matters as much as who sees it. Some placements bring customers; others, such as mobile games, bring accidental taps.

The placement report is the Display version of the search terms report, and like it, most accounts never read it.

1. Open Insights and reports, then When and where ads showed, on the Where ads showed tab, for every placement with cost and conversions.
2. Open Audiences, keywords and content, then Content, then Exclusions, to exclude placements, apps and content types.
3. Use a shared placement exclusion list for exclusions across campaigns.
4. Target chosen placements in a managed placement campaign if some perform well.

A travel agency's Display campaign spends a quarter of its budget in three mobile puzzle games with no conversions. Excluding the games category moves that money to travel sites that convert.

• Never opening the placement report.
• Running Display with no exclusions at all.
• Excluding placements on a handful of clicks.

The audit checks Oppy runs on this, each with its own page.

• Where the display and video money actually went
• Nothing refused anywhere outside Search
• Money going to phone apps nobody chose

• Display Network: Websites and apps where Google shows image and text ads.
• YouTube ads: Video ads shown on YouTube through Video, Demand Gen or Performance Max campaigns.
• Frequency cap: A limit on how many times one person sees a Display or Video ad in a period.