AdWords advertisers on Google’s Display Network can now use multiple targeting methods at the ad group level, rather than the campaign level, via a new feature called “Flexible Reach.” The option was first reported by Philly Marketing Labs on its blog, but it is already appearing in accounts and in AdWords Help.
With Flexible Reach, which can be enabled now within the campaign settings under Networks, advertisers can, for example, choose to target to a specific placement or placements — so the ads only show there. Alternatively, they can choose to bid differently for these placements, but continue to target a larger set of sites.
Flexible Reach can be enabled now, and, once it’s enabled, the option can’t be changed back. All new ad groups under that campaign will have Flexible Reach enabled. In the next few months, Google will make all new campaigns have Flexible Reach by default.
The move will give advertisers more ability to fine-tune campaigns at the ad group level. Previously, they would have had to break different targeting methods into separate campaigns.