Ad types

There are 2 types of ads on the Display Network:

Responsive ads adapt (adapt) to different places of display. On one site they will be displayed as text, on another - as a native banner, on the third in some other version. The trick is that you in Ads set the main parameters of the ad (headlines, text, pictures), and the system itself generates ads from them for different places of display. This is convenient, since it does not limit the possibilities of placement. Requirements for adaptive ads See Google Ads Help.
Image ads come in different sizes; with and without animation; and do not adapt to the placement. If an image ad can't be shown on your site because it's not the right size, it won't be shown, unlike a responsive ad that adjusts to the available ad space. See also the requirements for image ads in Ads Help.
You can select the placements themselves manually or by setting up automatic selection based on the keywords specified in the campaign.

Most of the other parameters of the RK in the CmC do not have fundamental differences from the configuration of the RK in the CmC and the search network. Therefore, we will consider only targeting, which has its own nuances, and you already know everything else from the first part.

Set up targeting
Remember how you can target keywords and specific audiences on the Search Network? Even more can be done in the CMC. Specifically, you can customize the keywords to display (contextual targeting), placements, topics, interests, demographic factors... As you can see, there's a lot more to the Display Network than search.

There are two options:

use automatically optimized targeting;
Manual targeting by keywords, placements, topics, interests, demographics.
Keywords in the Collective Peacekeeping Forces. If you choose the first option and automatically select placements, you'll need to specify a list of keys that you want to appear on the page where your ad might appear. Unlike the Search Network, there are no different types of matching in the Display Network—everything works like a broad match.

After you specify the keys, Ads will scan web pages, apps, and videos from publishers for matching between your keywords and the content. If the content on the page is relevant to the keys, the ad will be shown, if not relevant, then no. Again, it's all about ensuring that only your ads are seen by your target audience.

Interests and remarketing. This option allows you to target:

Interests: ads will be shown to users who regularly read sites on a given topic (it must be relevant to your offer);
Remarketing lists: Ads will be shown to people who have already viewed your site.
e-mail lists: ads will be seen by people who have given you their email and are sitting in the browser with an activated account; and not only that.
At the same time, you can use several targeting methods at the same time to narrow down the audience to which the ads will be shown to the potentially most interested group of users. You get such a layer of types of targeting - like a hamburger.

This "refinement" of the audience over time will help to achieve a lower cost per conversion.

Also keep in mind that when you add multiple levels of targeting, automatic placements are likely to be more important than your goals. Therefore, first you need to set up targeting by general settings, and then find the optimal sites for placement and separately add them to the RK, which will most effectively work with the specified general settings.

Part 5: Google Shopping / Google ads (bigmoney.vip)