I came across a great post by John Rampton about the new Flexible Reach Targeting that Google is offering for display campaigns. The basic idea is that you can now set display network targeting at the ad group level, instead of just the campaign level.
Best practices with the Google Display Network has always been to keep display in separate campaigns. I’m also of the persuasion that you should separate display campaigns with image ads from display campaigns with text ads. By separating you are able to better understand who you’re reaching and where you’re reaching them, thus allowing you to better optimize. But why is the additional granularity of ad group targeting options helpful?
The biggest reason is that it will allow you to target multiple ways within the same campaign. Joe Kerschbaum wrote a fantastic post about Topic Targeting, Interest Targeting and Placement Targeting in SearchEngineWatch last week. If you wanted to test all three of these out, or different combinations thereof, you would have to make 3 campaigns. But this option will allow you to make just one campaign and then have 3 ad groups targeted differently. It will be a handy addition to help prevent campaign-bloat.
What do you think?