Question

How do you do keyword research for display campaigns? Are there any tools you can use or can you also use the keyword planner tool data? I can't use previous AdWords or Search Console data, because this is a brand new project. Clarification: when talking about keywords I mean placement keywords

Answer 1

You should be using keywords but not under the keywords tab. You should be creating custom affinity and intent audiences. If you read Google’s documentation it clearly states that each custom audience would ideally have 15 keywords or URLs. You can do all keywords, all URLs or mix the two together, just depends on your strategy. I would keep digging for more information on this, there is much to learn.  

Comments

Tools wise I use the keyword planner, Uber Suggest and SEMrush.  

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@pipeline I already use custom intent audiences. I was wondering about placement keywords

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@sec9 Google Ads uses contextual targeting to find pages in the Display Network with content that matches your keywords. If the placement you choose has multiple webpages, only the pages that match your keywords can show your ads.  

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@pipeline yes I understand that. So I'm wondering what the best way is to find out what the best content keywords are you should use

Answer 2

Just the keyword tool?  

Answer 3

Keywords for Display are no longer available, not sure what do you mean?  

Comments

Placement keywords or is it better to only use topics?  

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Test it. I have in one account, different campaigns running manual placement(without further targeting) or topics

Answer 4

Custom intent audience (keywords). use selected keywords from planner if no past data. No need to add a lot, since display is not search. 5-10 should be ok.