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Check out our blog post: http://www.add3.com/news/tips-optimize-your-campaigns-on-googles-display-network/ Display campaigns are a critical part of online advertising and are often undervalued. They run as a great compliment to search campaigns and can be extremely effective when utilized properly. This guide provides basic tips and best practices to increase the efficiency of your Display campaigns.
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PPC BASICS & BEST PRACTICES
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6 Tips To Optimize Your Display Campaign on Google
AdWords’ Display Network
BRASS TACKS: WHAT IS A DISPLAY CAMPAIGN?
Google’s Display Network allows adver5sers to place ads on relevant news sites, blogs, and other niche sites across the internet to increase reach to poten5al customers.
SEM Services
TIP #1: UTILIZE AVAILABLE TARGETING OPTIONS
• Google offers a variety of targeting methods for
campaigns on the Display Network. My favorite
targeting methods are:
• Contextual Targeting
• Topic Targeting
• Placement Targeting
Pro Tip: Mixing and matching targeting options from Tips #1 - #3 can increase effectiveness & efficiency. Test multiple combinations to see what works best for you!
MANAGED PLACEMENTS
TOPIC AUTOMATIC PLACEMENTS
TIP #1A: CONTEXTUAL TARGETING
Contextual targeting allows you to use keywords to define where you want your ad to appear.
• Once a keyword list has been created, Google looks for websites on their network which contain the keywords in your list. Once these websites are determined, Google will deliver your ad to their users. These are called Automatic Placements.
Use the Contextual Targe5ng Tool to create 5ghtly themed keyword lists Helps ensure accurate targe5ng Creates dozens of keyword lists so you don’t have to do it manually
TIP #1B: TOPIC TARGETING • This targeting method lets you place your ads on websites that
have content related to the topics that you select. • For example: A business trying to sell cat nip would want their advertisements to show
on websites that have content related to Pets & Animals. To increase targeting even further, ads can be shown on web pages specifically having to do with Pet Food & Supplies.
TIP #1C: PLACEMENT TARGETING
• Placement targeting is the most direct method, allowing advertisers to select specific websites and webpages where they want their ad to appear. • Once a list of websites has been selected by the advertiser, Google
shows ads to users who are browsing on that page. These are called Managed Placements.
TIP #2: SET FREQUENCY CAPS
• Use frequency capping to limit the number of times your ad is exposed to your target audience. • The maximum number of impressions can be set at both the
campaign and adgroup level over the following time periods: • Day • Week • Month
TIP #3: USE AD FORMAT VARIATIONS
Take advantage of the variety of ad formats allowed by Google on the Display Network: Text Ads: Same format as ads on Google Search Image Ads: Custom image ads Rich Media Ads: Custom image ads with interactive elements
Video Ads: Ads with embedded video
Buy organic catnip For your pet today!
FREE SHIPPING
www.catchow.com
I’m hungry!
Watch Amy as she analyzes ingredients to choose the best catnip!
www.catchow.com
TIP #4: EXCLUDE PLACEMENTS
Monitor placement performance across the Google Display Network and exclude low performing placements to eliminate traffic sources that aren’t producing the desired results.
Keyword, Topic, Website, and Webpage level exclusions can be implemented.
X
TIP #5: SET CUSTOM BIDS
• Set different bids for each targeting method with your Display Campaigns. • On the Display Network, custom bids can be set for a single
targeting method. If you don’t enable custom bids, Google will use your adgroup default bid.
High Cost & No
Conversions
High Impression Volume & High Conversion Produc5on
Decrease Custom
Bid
Increase Custom
Bid
petsmart.com $5.19 CPL
TIP #6: GRADUATE PLACEMENTS Track key performance metrics for websites in your Automatic Placements to
determine which sites are producing the best results. Segregate these top
performers and promote them to a Managed Placement campaign.
• By adding these high performing sites to your Managed Placement campaign, you
can set lower bids, enabling an increased number of conversions at a lower cost.
Managed Placements
catnip.com $2.50 CPL
fancyfeast.com $1.27 CPL
friskies.com $2.05 CPL
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6 TIPS TO OPTIMIZE YOUR GOOGLE DISPLAY CAMPAIGNS
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