How To Optimise Your Google Display Campaigns

SocialB Digital Marketing Blog Last modified: 04 Jul 2016 by Cheryl
Paid Search (PPC)

Digital ad spend is continuing to rise, which means that the area of digital advertising is becoming more competitive than ever. The Google Display Network (GDN) is huge with over two million websites, smartphone apps, videos and blogs which can reach out to over 90% of people on the internet.

The GDN lets you connect with customers and promote your business by way of ads in various formats, but with so many websites within the Google Display Network, you need to be specific about who you are going to target and how to optimise your Google Display campaign to maximise your results.

1. Keywords

Google Display Network offers many methods of targeting, but start with the basics and your keywords. If you are already doing PPC advertising on Google Search Network then you can utilise your keyword list to use on the Display Network too. Google then shows your ads on relevant websites according to your keywords.

2. Negative Keywords

It is essential to add negative keywords or keyword exclusions to your Google Display campaign to eliminate being shown for immaterial searches for your business and products. Negative keywords will reduce your costs and ensure you make the most of your advertising budget and stop your ad displaying for something you don’t sell.

3. Topics

You can also optimise your add using topics such as music, travel, cars, weight loss and so on. With the ability to pick and choose the topics your business operates within, you can achieve more relevancy of where your Google ads are shown within the Display Network.

4. Placements

Placements let you choose the exact location of where your ads will appear from a website or a specific page on a site, a mobile app, or video content. Adding the placement to ad groups is similar to the way you add keywords and allows you to hand pick exactly where your ad is shown. Be aware that popular sites will require higher bids to get impressions, so watch your budget carefully.

Google Display Networks

5. Interests

Unlike topics, interests focus on the user not the actual website where the ad will be displayed, you can see how this is done by checking on your own Google profile. Optimising your Google Display campaign for users interests will direct your ads to people who have expressed an interest in your type of business or the products you sell.

6. Demographics

Demographic tracking allows you to optimise your ads and take into account gender, age, parental status. This is another step to improving your return on investment (ROI) by creating ad groups which target specific ages, genders or a combination.

Using a combination of keywords and placements, topics, or interests will give you the best results and a better ROI. For example by using topics in addition to keywords you automatically limit your targeting to a relevant category of websites that match your keywords.

As a business, you can waste a lot of money and time if you get this from advertising wrong and your Google display campaign fails to deliver. If you need some help with PPC or any digital advertising, have chat with our friendly team and we can point you in the right direction.

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