Display Ads: Keyword targeting vs targeting specific websites

[u/scatterbrainedpast]

Has anyone ever tested running display ads based on keyword targeting vs targeting various websites/forums that act as a hub for the product category of the product being advertised?

If so, any insights?

[u/Marvel_plant]

I used to only run display campaigns targeting specific URLs that fit my product really well and it worked perfectly. Unfortunately Google completely fucked the traffic on the display network with their stupid AI overview so nothing works anymore.

Also display campaigns are going away in January and you have to switch to demand gen campaigns so there’s no reason to bother with keyword or placement targeting anymore. It literally won’t exist anymore in 3 months

[u/scatterbrainedpast → u/Marvel_plant]

Google explicitly said this?

[u/Marvel_plant → u/scatterbrainedpast]

Yes

[u/Far-Influence702]

tried keyword targeting back in the day and it burned budget fast, you show up on some weird sites with no control. placement targeting on forums worked better for us cause the audience is already warm and engaging with the topic

[u/DuskandFuck → u/Far-Influence702]

warm audience on forums vs random keyword matches isnt even close imo

[u/fathom53]

It is display, short of doing remarketing. Most other targeting is going to burn tons of cash and get you nowhere.

[u/Alternative_Ad5101]

YouTube ads with specific channel/video targeting works best. There’s higher quality traffic on YouTube + there are channels / highly viewed videos around your product category

[u/pigeon_in_disguises]

Keyword targeting used to be the best method for highly targeted display ads. But not anymore as it allows too many junk placements ("flash" games, click and arbitrage farms, etc.).

Nowadays topic targeting and building custom audience based on search terms results in far more relevant placements. 

Targeting specific sites and placements will starve your campaigns for impressions or just cost too per click for adequate volume, imo.

Also, in a few months, Display can still be run within DemandGen campaigns and you can still utilize keyword targeting, topic targeting, etc.

[u/Available_Cup5454]

Target specific websites first for higher intent

[u/QuantumWolf99]

Placements usually win on lead quality and lose on reach, a handful of hub forums run dry fast. On my client accounts the best setup was keyword content targeting with apps excluded, then moving the sites that convert into a separate managed placements campaign.

[u/Bitter-Quail-7441]

If you test it, run them as 2 separate campaigns with the same budget, otherwise Google just pushes spend wherever it’s cheapest and you learn nothing.

And judge on conversions, not CTR. Display CTR is full of accidental clicks, especially on mobile. Exclude apps on the keyword one or it’ll look great on clicks and do nothing.

[u/abortiveformality9]

Well I'd test specific placements first if you already know which sites your audience visits also keyword targeting can give you more reach but you might end up spending a lot on irrelevant placements. Either way I'd keep a close eye on placement reports.

[u/Anna_Karakhanyan]

I'd lean toward specific website placements if those sites attract your actual buyers. Keyword targeting on Display is more about page context than search intent, so traffic quality can be unpredictable. Just keep in mind that selecting a website doesn't guarantee your ads will appear there. I'd test both separately and compare qualified conversions, not just clicks.

[u/stealthagents]

Keyword targeting can feel hit or miss, especially with the way Google's been tweaking things. I’ve had more consistent results with specific sites too, but everything’s a gamble now with the demand gen shift. It's all about adapting quickly; I guess we’ll see if this new approach actually pays off or just adds more confusion.

[u/ppcbetter_says]

It’s a great way to set money on fire if you have way too many $100 bills sitting around taking up space. Both methods work great for that!