Pay Per Click Advice Checklist for Google Display Network Campaigns
Use this article as a pay per click advice checklist for the development and / or improvement of your Google Display Network campaigns. It is designed to lead you through a series of specific pay per click tips that, if you follow in the right order and implement to the letter, should help to bring you Google Display Network success within no time.
Naturally, if you are still experiencing problems with your Google Display Network campaign after following the pay per click advice that we lay out here in this article and you want to speak to one of our pay per click management specialists, contact us without hesitation at any time.
We will look over you Google Display Network campaign in detail on a no-obligation basis and find ways for you to find that pay per click advertising success as soon as possible. Our pay per click managers are full to the brim with pay per click advice that we are confident we will be able to help you achieve success whatever your circumstances and whatever your objectives.
For now, follow the pay per click advice listed under the three sections below and put your pay per click advertising foot firmly into the running once and for all.
Google Display Network Campaign Structure
The first element of pay per click advice that Webrageous has to share with you to ensure Google Display Network success is to focus on the structure of your display network campaigns in as detailed a way as possible.
The Google Display Network and both the campaigns and advertisements within it operate in a different way to that of the Paid Search Network. Therefore, if you are comfortable with pay per click advertising via the Paid Search Network this is no guarantee that you will be able to achieve the same results via the Google Display Network, particularly if you don’t change your approach in any way.
Therefore, to begin with, try following the three pieces of pay per click advice on the matter of campaign structure that we have to share with you today as soon as possible.
1. Use ad group level URLs rather than keyword level URLs.
On the Google Display Network there is not going to be one single keyword which will be the trigger that sets off your advertisement. Therefore, our pay per click advice is to substitute keyword level URLs for ad group URLs which will help you to focus your campaigns more to the style of the display network advertising.
2. Include negative keywords without fail.
You have to make sure that your advertisement is not going to end up on a web page which either has nothing to do with your business or even, and worse, is in direct contrast to your business. The inclusion of negative keywords is perhaps some of the best pay per click advice that we will be offering you in this article.
Imagine if you are selling toys for children and your advertisement ends up on a website which alerts parents to the dangers of certain toys because you didn’t use your negative keywords “danger” for example with expertise. A lack of negative keywords could really be a disaster.
3. Experiment with multiple formats for your advertisements in all available sizes.
Via the Paid Search Network, the style and format of the advertisement is pretty limited. Via the Google Display Network that advertiser has a lot more scope in this area and our pay per click advice to use is to make use of that fact.
Avoid running only text advertisements on the Google Display Network. Experiment with image and video advertisements as well and see what kind of performance you can achieve from running those advertisements over time.
Google Display Network Targeting
One of the best areas of the Google Display Network, but perhaps also one of the areas where you will need to spend most of your time considering all the options, is in the targeting area.
Our pay per click advice to you is to become knowledgeable about the many ways in which you can target your audience, experiment with them all and over time discover which forms of targeting suit you and your Google Display Network campaign the best.
To this end, we have listed the various ways in which you can target your audience via the Google Display Network and we have provided basic information about each for your convenience too.
However, we believe that you will need further pay per click advice about how to target via the Google Display Network effectively and therefore we encourage you to contact the pay per click management experts without delay about your specific campaign needs.
We are ready and waiting with our reams of pay per click advice to be able to help you in this very important area of Google Display Network advertising.
1. Contextual (Automatic) Placements
If you choose to use the contextual placement targeting option to manage your campaigns, you will be asking Google to evaluate all the keywords in any one of your Display Network ad groups and then place your advertisements on websites that match these themes. This is the most common form of targeting used by the majority of advertisers on the Google Display Network.
2. Managed Placements
Via the managed placement option, you have complete control. You select the specific websites where you want your advertisements to run. Our pay per click advice here is that this option is for people who have deliberate websites in mind that they have researched into and which they know are going to generate conversions for them.
In addition, this option can be used in conjunction with the contextual placement targeting option above and our pay per click advice is to have these two options operating in tandem at all times.
If you use topics to help target your audience, Google will target your advertisements to websites which include content about the topics that you have previously selected within your account management.
4. Interest Categories
Similarly, via the interest categories option, Google will automatically target your advertisements to users with specific interests based on the websites that they have been visiting on a regular basis. In terms of pay per click advice, these options are useful options to look into because of the fact that Google will be doing a lot of the targeting work for you.
The remarketing targeting option is becoming more and more popular by the day. Google will show your advertisements to people who have previously visited your website in order to encourage them to return and make that conversion. It makes perfect pay per click sense to use this option as we already know that the internet user has shown interest in converting on your site previously.
Our pay per click advice is to test out this option and see whether or not targeting your audience in this way can help to simply give your audience that final push to conversion that they need.
6. Auto Optimization (DCO)
If you turn on the auto optimization targeting feature, Google will automatically optimize both targeting and bidding data to find additional conversions for you on your behalf. This is very useful!
7. Inferred Demographics (Beta)
This newly developed way of targeting your audience relies on gathering information about gender and age before sending out your advertisements. Our pay per click advice? Experiment! Give it a try and see what happens!
Google Display Network Optimization
The final piece of pay per click advice that we have to share with you today about the Google Display Network relates to the area of optimization.
Once you have set up your campaigns with unbeatable structure (following the pay per click advice that we have shared with you above) and once you have decided how you will target your audience, you will need to turn your attention to the optimization of your campaigns based on the analysis and data that you gather from your campaigns on a daily basis.
If you do not have time to successfully and consistently manage the optimization of your Google Display Network campaigns, our pay per click advice to you is to contact our pay per click management experts without delay and let us do it for you.
Webrageous works with many clients on a daily basis, managing and optimizing their campaigns for them, simply because they do not have the time to do so themselves. When managing your campaigns we will be sharing our pay per click advice with you on a daily basis and your pay per click advertising will benefit naturally as a result.
For now, bear in mind the following four pay per click tips that we have to share with you to help you achieve ultimate pay per click advertising optimization via the Google Display Network independently.
1. Conversions are more important than CTR.
The Google Display Network operates on an impressions basis and therefore CTR rate is likely to be low at all times. Therefore, the best pay per click advice we can share with you to help you find which areas of your campaign you need to optimize, tweak and change, is to take note of how your conversions are doing and nothing else.
2. Invest more money into high-performing websites.
It is simple pay per click advice, but it makes a lot of sense. If some websites are delivering more conversions for you than others, bid more on those websites. It’s that simple.
3. Delete those websites that aren’t performing well.
From the opposite angle, it makes perfect pay per click advice to exclude from your campaigns all those websites which prove over time to deliver or no conversions. There is little point investing in websites that don’t deliver, so optimize your campaigns and get rid of them.
For further pay per click advice on any related matter do not hesitate in contacting the pay per click management experts at Webrageous directly at any time. We have the time experience and knowledge to be able to help you in many ways and we are looking forward to hearing from you soon.