About 'Targeting' and 'Observation' settings
There are several campaigns and ad group targeting options available to assist you in reaching out to potential clients. You may target your advertising by selecting parameters such as the people you want to reach or the material on which you want adverts to appear.
In certain circumstances, you may want to see how advertisements work when a consumer meets certain criteria, but you may not want to limit your ads to just showing when that condition is met. The 'Observation' tool enables you to monitor and create custom bids for criteria while without limiting your reach.
This article discusses the operation of targeting and observation settings. See Select targeting and observations see select targeting and observation for step-by-step instructions on configuring this feature.
When you use the 'Targeting' setting for your campaigns or ad groups (such as affinity audiences, placements, or remarketing), you're telling Google Advertisements who you want to target with your ads and where you want them to appear on the Internet.
If you don't add a targeting technique to an ad group in a Display campaign, the only constraints on where your advertisements can appear are in the campaign and account settings, such as content exclusions, locations, and languages. This means that, depending on your campaign and account settings, your advertising can appear anywhere on the web, including the Display Network and YouTube.
When should you utilize it?
When you want to filter your ad group to only display to specified audiences or on specific content, use the 'Targeting' feature in your ad groups or campaigns. All advertisers should use targeting in their Display campaigns.
Bear in mind
The reach of your ad group is limited by targeting.
You can utilize custom bids or bid modifications on certain parameters inside your targeting in addition to restricting your reach. Learn more about bidding features on the Display Network
Concerning the 'Observation' option
When you utilize the 'Observation' setting, your campaign or ad group's reach is unaffected. In other words, the 'Observation' choice has no effect on who sees your adverts or where they appear. The 'Observation' feature, on the other hand, allows you to track how advertising are doing for your chosen locations, themes, or viewers while your campaign is running. It's worth noting that 'observation' tells you how new criteria work when they come within the scope of your current targeting.
You may then utilize this information to direct future campaign activities, such as bid changes based on certain criteria. Based on your findings, you may also elect to build new ad groups with targeting parameters.
By heading to the 'Edit all targeting' page, you may apply the 'Observation' setting. If an observation technique isn't utilized for targeting in the ad group, you may add it from its reporting page. It is important to note that you cannot add an observation method when you first create an ad group.
When should you utilize it?
If you don't want to further refine your campaign's or ad group's targeting, but want to track how specific criteria perform with your advertisements, use the 'Observation' setting. The 'Observation' setting is suggested for all Search campaigns as well as advanced marketers' Display campaigns.
First-party audience segments added under the 'Observation' setting for campaigns that employ Smart Bidding will be used as signals for Smart Bidding strategies. Find out more about audience targeting.
Bear in mind
The 'Observation' option has no effect on the reach of your campaign or ad group.
Data is supplied for ads that fulfill both observation and targeting requirements.
You can utilize custom bids or bid changes on individual criteria inside your observations in addition to observing the performance of criteria. Learn more about the Display Network's bidding features.
Examples\targeting Abbey operates a business that offers women's motorbike jackets. Abbey chooses the 'Female' gender under demographics and the affinity audience of 'Motorcycle Enthusiasts' for her ad group 'Female Motorcyclists.' These 'Targeting' options will limit the reach of her ad group, ensuring that her advertising is only seen to women who are interested in motorbikes.
Observations
Abbey is unsure how many of her clients are interested in purchasing sportswear. She wants to know more, but she doesn't want to further limit the reach of her ad group. She picks her campaigns, audiences based on 'What they're actively investigating or planning,' Apparel & Accessories, and then Activewear for observation criteria, and clicks the pencil icon on the Audience page.
Abbey may check information on how many ad impressions appeared to people who were also looking for sportswear using this observation option. Remember that observations are only provided when they overlap with current targeting (in this example, 'Activewear Female and Motorcycle Enthusiasts').
Targeting and observation capabilities are available.
Display Network advertising campaigns
Usage suggestion: 'Targeting'
'Targeting' can be used for:
Audiences
Placements
Topics
Demographics and Display Keywords only utilize the default 'Targeting' setting. It's worth noting that, unless you modify things, all demographic groupings are targeted by default.
In Search Network and Shopping campaigns
Recommended usage: 'Observation'You can use 'Observation' for Audiences (this includes RLSA).
