As PPC advertisers, we spend the vast majority of our time managing PPC campaigns and focusing on keywords, match types, account structure, copy, bidding, campaign settings, and landing pages - or managing a team that does just that.
As display marketing has become preciser over the years and search network costs-per-click have risen considerably, we must be aware of the potential benefits that display campaigns may generate for our clients.
Benefits of Display Campaigns are:
Running a display campaign is different from a search campaign but the final goal is always the same: sales and leads. Some of the optimization techniques for display campaigns are quite similar while there are also some additional elements to think about when optimizing display advertising vs. search.
Here are a number of things to keep in mind when creating and optimizing Google Display Network campaigns.
#10 Test All Ads & Segments as much as possible
Display ads have several sizes and they can display on different websites across the web. In order for you to correctly evaluate things, you will need to test all available sizes. You may in addition think about having both display image and text ads in different ad groups to better monitor performance. Find out what performs the best for you (image vs text display ads) and optimize performance accordingly.
#9 Geographic Performance
Studying performance by country, region/state and city is just as vital as it is in search. This data can be reviewed in the dimensions section of the AdWords interface. Geographic performance should allow you to identify top converting geographic areas and create banners that are customized to that specific area.
#8 Placement Performance
There is a huge quantity of websites your display ads can show up on. Look at your automatic placements frequently and keep out badly performing websites or websites that are unrelated to your industry. At the same time, boost the bid on placements that are doing well to get even more traffic from them.
#7 Ad Group and Keyword Performance
Keywords target placements contextually and therefore you cannot directly compare search and display campaigns in this regard. It is recommendable to pair your contextual targeting with topics or placements to make your campaign more targeted and avoid wasting budget.
#6 Device Performance
The performance should be analyzed overall and per device. Use of bid modifiers to help you with maximizing the performance of your display campaigns. Apps and mobile websites can have a lot of traffic but it most likely won’t convert on a website that is not mobile optimized. Depending on your findings, you might want to consider to completely exclude mobile traffic or allocate more time to optimizing it.