This post highlights some excellent tips for structuring Display Campaigns, available targeting options, and best practices for maximizing the performance on the Display Network.
Display Campaign Structure Tips and tricks
The Display Network (Keyword, placement or topic targeted) is very different from the Search Network. Advertisers are targeting users earlier in the purchase cycle who are not searching for the advertiser’s merchandise or service (There are ways to target users that are in later phases but the majority of display campaigns usually have the target to raise awareness to eventually lead to a purchase).
Some best practices include:
Up to some time ago there were merely 2 kinds of targeting options for the Display Network which were managed placements automatic placements. Keywords were the main driver to identify the automatic placements. At present Google has launched ton of new types of targeting features for the Display Network.
It’s best to divide every kind of targeting into its individual campaign or adgroup to measure how they are doing. Conversely, these targeting alternatives can be made use of jointly to narrow the reach of your ads and target them to the most appropriate audiences.
It’s best to at least test every one of the targeting options if you want to find out the ones that can convert for you.
If you are new on the Display Network for your marketing efforts, its best to begin with contextual targeting + Manual Placements and Remarketing campaigns because they have the best chances to convert.
If you are focusing all your efforts on branding as an alternative to generating conversions, you should begin with a Topics campaign to get to the biggest number of relevant users see your ads.
Best Practices to Optimize on the Display Network
As soon as you have structured your campaigns properly, start collecting data to evaluate your strategic decision and plan your strategy moving forward.
You can look at stats of your campaigns by opening the Display Networks tab. Here are a few best practices to carry out when trying to optimize Display Campaigns.