Last week, Google announced the new “Flexible reach” option on the Display Network. This option will eventually replace Broad reach and Specific reach, the current targeting options available at the campaign level:
- Broad reach shows your ads on pages that match the primary targeting method
- Specific reach shows ads on pages that match all of your targeting methods
Flexible reach allows you to diversify your targeting at the ad group level. With flexible reach, you can do the following all at the ad group level:
- Select any combination of multiple targeting options
- Combine different methods of targeting and bidding
For example, when adding placements to an ad group, you can either target only these placements or use these placements for bidding only. When you only target these placements, you can set specific bids for these placements but your ads will only appear on these sites, eliminating your ads being shown anywhere else. To use these placements for bidding only, you can also set specific bids on them, but this option also allows your ad to appear on other sites based on your keywords or other targeting methods within the ad group.
This new feature provides transparency into how your targeting selections are affecting the reach and impression volume of your campaigns. When Flexible reach is enabled, by default, new ad groups will have the targeting setting selected when you add targeting methods to them, like placements. The same default setting applies when you add targeting methods to or delete targeting methods from your existing ad groups.
Are you ready to fine-tune where your ads appear by using the Flexible reach setting at the ad group level? Learn more about using and enabling Flexible reach at the AdWords Help Center.