What’s the deal with this new Flexible Reach Targeting for the Google Display Network?
We’ve been through all this before, haven’t we? What used to be called the Google Content Network, was then renamed the Google Display Network. We used to have the option of selecting manged placements only, or all placements. That was such a confusing way of describing the content/display network targeting options I can’t even remember exactly how it was phrased. 🙂
So, Google tried to explain the targeting options a little better. They decided on broad reach or specific reach. The explanations for these targeting options was just as confusing, but at least the names of the targeting options were easy to say, and type! In that regard, changing the naming conventions was a big help, but nothing about the form and function of display targeting changed with the name.
The big change came with the addition of the Display Network Tab. It’s not just a new tab in the interface, it’s a whole new display network! It’s hip, it’s cool… It’s what’s happening dude! 🙂
Now, how do you sell it?
With “New” Flexible Reach, the days of that old fuddy-duddy broad or specific reach are over. It’s a lot easier to sell the benefits of the Google display network’s flexible reach targeting, than having to try and explain the complexities of broad or specific reach targeting mid sales pitch. 🙂
“New” flexible reach is no more than a keyword, but when it comes to Google, you better pay attention to anything labeled “new”. The hard part, is trying to determine which “new” thing is the actual game changer. The “new” display network is the game changer. The new tab made it easier to manage the display network, now the new language makes it easier to sell to new advertisers.
So what is Flexible reach, in a word – Marketing!