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GDN is mainly useful for top of funnel brand awareness and remarketing. These should always be run in separate campaigns.
Targeting for top of funnel should use specific audience targeting to get in front of the right people… size to be commensurate with your market size and budget. I would also layer in content targeting to improve performance… but don’t get too cute or you’ll have a problem with serving, particularly if your audience is on the small side.
As always with GDN, use content suitability settings to block low quality placements and then monitor and block additional placements manually.
For remarketing ensure you don’t use any audience expansion features.
I would also consider using Demand Gen campaigns to leverage Google’s premium inventory. This could be done with or without the GDN.
P-Max is a “done for you” full channel marketing campaign that works best with high-performing search companion campaigns. While you still need to get targeting and creative right, it automates a lot for you at the expense of granular control. This combo is great for budgets around $10-25K.
