GDN (Google Display Network) is completely different compared to Google Search and it’s not less challenging…
The Google Display Network allows you to reach customers with a wide variety of ad formats from over two million websites that according to Google covers over 90% of people on the internet.
There are several ways to target users on the Google Display Network. The main popular targeting options are:
- Keyword Targeting
- Placement Targeting
- Interest Targeting
- Audience Targeting
- Topic Targeting
- Demographic Targeting
Unless you select Placement Targeting, your site will appear on Google Display Network on random sites based on your campaign settings and targeting, to optimize the campaign you will have to use the Placement Report.
Google Placement Report
This report is your best friend when doing a GDN campaign.
No matter which targeting option you selected eventually you will see the site/placement within this report. If we compare it to search campaigns this report is very similar to the search query report. Eventually you will use this report to include or exclude placements from your campaign.
A typical placement will display the site URL. But there are one unusual placement called anonoymos.google.com
What is this anonoymos.google.com?
Well, it seems that Google allows the publishers to hide their refer URLs so advertisers won’t be able to see the actual site that sends them Traffic.
This doesn’t mean that this kind of websites are not good, but you better filter and pay extra attention to their behavior.
Its very changeable between publishers, but there a few reasons why a publisher deciding to hide their refer URL:
- Low quality sites
Sites that targeting unquality niches such as games, kids, teen, etc…
BFA means “built for Adsense” today is less popular because Google manage to exclude high percentage of this site’s but still they are exist. Sites that built their sites only for making money with Adsense and not focusing on giving value to the user will most likely decide to use this option and hide their URL.
- Sites who sell media
Sites that sell their media to publishers might prefer not to show that they are selling media through GDN. Why? Probably they are worried that their advertiser will find out that they can buy Traffic from them cheaper from Adsense.
So how could you track anonoymos.google.com?
As mentioned above, its very important to label this site’s due their high risk profile.
There’s a few ways to do that:
Create and save AdWords filter
- Login to your AdWords account
- Select the relevant campaign and click on Display Network > Placements
- Click on Display Network > Placements
- Click on Filter > Create filter and select placement contains anonymous
- Now select anonymous.google and click on See details > Selected.
Create a separate campaign for Anonymous placements
So now we know how to filter and identify anonymous placements, the next step will be to separate major anonymous sites into a separate campaign. This will help us separate the anonymous sites and watch them closely.
Make sure to add only the anonymous placements who brought enough traffic/impression, in case you add them to a separate campaign don’t forget to exclude them from the Original campaign.
When it’s comes to Google Display campaign you must be very suspicious and look for unusual sites and track them closely.
This is true for anonymous.googles placement, but can be relevant to other placements as well.