Ads approved?
Targeting by Placements is narrower reach than contextual keywords.
Appealing to everyone won't necessarily to get you imps and clicks on specified sites - the relevancy of the ads to the pages they're shown on, has a large impact on their actual (and forecasted) CTR. And in the auction, a low CTR will kill your reach.
You said you're bidding CPC (cost per click) but then seemed to say you're bidding for imps - please clarify, CPC or CPM?
Even if you bid CPM, remember, it's an auction - G will convert your CPM and CTR (again, actual and forecasted) into an equivalent CPC, so you can enter the auction. Others will tell you they don't do this, which is nonsense, they may not show you the details, but for them to know whether to show your ad, they have to enter it as a CPC (or CTR weighted CPM, which is the same thing) for the auction to make sense. This also again means, if your CTR is low (or projected to be low), you'll see no reach.
If you're looking for wide reach, use Keywords not (3 Placements) [caution, you can get a lot of reach without a lot of sales, lower your daily spend to protect yourself as needed].
If you're looking for a LOT of reach, allow Google to go beyond your targeting settings, they call it "Targeting optimization". More here:
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support.google.com...]
Remember this, though the choice appear to be: Conservative, Aggressive
They are really: Conservative, Aggressive, No Thanks.
I like "No Thanks", but you said el jefe wants reach, so experiment with it.
Make sure you understand the difference between "bid only" and "target and bid", see here:
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support.google.com...]
"Bid" leaves targeting as OR, with price control.
"Target and Bid" makes your targeting conditions AND, with price control.
Add the "Targeting setting" column located under "Attributes" in the "Column" drop-down menu to see which of your methods are set to "Target and bid" or "Bid only."
Careful with the KW targeting, it's loose as a goose, you can get a LOT of reach (on bad sites). Use 5-15 keywords to form a theme, you don't need more than 20 keywords, negative keywords don't work like Search, and you'd be well -served to keep the theme very tight. When going for reach, a tight theme seems counter-intuitive... but CTR of a shotgun approach will wreck your auction sexiness (to G). Use a rifle approach, tight theme, there is soooo much inventory on the GDN (and there's that darn auction thing at play), that if you try to form a wide reaching KW theme, you will fail.
Learn how to block mobile apps if you don't use Placements (and even if you do).
When you put a banner in an AdSense banner spot, you are trying to get all of the spots (blocks usually hold more than 1 ad if it's text, but only a single banner). When you enter text ads (not banners), you're trying to get just a slice of a spot. Because it's an auction, G's deciding what to show, a banner has a higher required CTR to earn the spot, as compared to multiple text ads (their combined CTR competes with the banner's solo CTR). So add text ads, especially as you experiment with reach, and efforts to enter the auction.
Lastly, you and el jefe are crazy for trying to get reach / imps, even in a small country. Daily limit is a very good idea, but it really just stretches the pain out over time. It's far better to go narrow / focused in the beginning, then loosen the targeting over time, if the biz needs beg for it. The GDN is a huge monster, the inventory is unbelievably mammoth. Aiming for small slices will protect your wallet, allow for easier management, and will give you an auction action advantage. We like to combine KW and Placements (with an AND, not an OR) so we get relevant pages on known high quality sites. If you're going the "spray and pray" route, know that you'll be competing with a 1,000+ sharks like me... good luck with that. :-)
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