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6 Tips: How To Optimize Your Campaigns On Google's Display Network
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6 Tips: How To Optimize Your Campaigns On Google's Display Network


Check out our blog post: …

Check out our blog post:

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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  • 1. PPC BASICS & BEST PRACTICES Brought to you by: 6 Tips To Optimize Your Display Campaign on Google AdWords’ Display Network
  • 2. 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
  • 3. 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  
  • 4. 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  
  • 5. 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.
  • 6. 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.
  • 7. 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
  • 8. 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 I’m hungry! Watch Amy as she analyzes ingredients to choose the best catnip!
  • 9. 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
  • 10. 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
  • 11.     $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     $2.50  CPL     $1.27  CPL     $2.05  CPL