Google AdWords Adds Flexible Reach Targeting to Display Network

The Google Display Network now allows advertisers to fine tune their AdWords accounts with a Flexible Reach option. Flexible reach settings will now give you more control over your settings at the ad group level.

The new Flexible Reach will allow advertisers the ability to dive deeper and fine tune their accounts in greater detail. Until now advertisers would have have to create a separate campaign for each targeting method.

Google explained how it works.

  • Campaign level settings: You choose either one targeting method per ad group, when you select “Broad reach,” or the intersection of all targeting methods specified within the ad group, when you choose “Specific reach.”
  • Ad group targeting: You can choose multiple targeting methods at the ad group-level to target your ad. “Flexible reach” gives you control to either target or set bids for different targeting methods when you add them to an ad group.

Google also stated:

If you’re adding the placements and to an ad group, you can decide between these two options:

  • Use only and for targeting, which means your ads aren’t eligible to show anywhere else. (You could also set specific bids for these placements.)
  • Use these placements for bidding only, which means you can set a bid on and to increase or decrease your chances of showing there. Your ads, however, can show on other websites based on other targeting methods, like keywords, in your ad group.


To set up this option in your login to AdWords. Go into your Campaign Settings tab and select the checkbox next to “Enable flexible reach” in the “Networks” section.

Note: Before you enable this know that at the present moment you can’t change this back. In the next couple months Google will make the new Flexible Reach option default on all new campaigns.

How do you feel about the new Flexible Reach targeting options? Has anyone been testing this or used it in the past couple days? Let me know your thoughts.

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