Updated: Jan 17
by Trevor Waddington, Principal, Truth Tree
You know those ads that pop-up on your favorite websites?
Yeah, the ones where you think, 'how do they know I'm in the marketing to buy that?'
Well, there's a good chance the ads are Google display ads.
Hopefully, your school is using display ads for brand awareness, retargeting, and remarketing purposes.
However, an independent school, or any school for that matter, has a brand that needs to be kept in the highest of regards. This means that where your display ad show is just as important as what it says.
So instead of 5 or 10 tips, let's stick with one that will save you a lot of grief if you follow the below instructions.
Once you've set up the type of display ad campaign you want to run, you'll come to the below page.
PLEASE, please, please, click MORE SETTINGS.
The Content exclusion setting has some critical clicks you need to make.
Let's take a look.
Right about now, you're probably pretty happy you clicked on this article read.
Remember, you need to opt out, NOT opt in, or there's a chance your ad could show on an unsavory website or app.
At Truth Tree, we take into account the intended audience of our school partner. For schools with a more conservative community, we'll likely keep DL-G and DL-PG unclicked. But we always draw the line at DL-MA and Content not yet labeled.
For sensitive content, ✔✔✔✔✔ all five Sensitive content boxes. The reason, beyond the obvious, is what you see and hear evokes an emotional response. You don't want people associating your school with feelings of fear, sadness, or disgust even if it is deemed acceptable for most audiences.
We will also opt to NOT display our school partners' content on live streams or parked domains. First, you never know what's going to happen on a live stream. Second, some parked sites are simply gimmicks to send you to a website that is no Bueno.
Last but not least, Google knows a lot, but they don't know everything. Therefore, we strongly suggest you go in and routinely audit the sites your ads are showing on. If you feel a site is less than desirable, simply make it exclude it from showing your ad in the future.