Check out our blog post: http://www.add3.com/news/tips-optimize-your-campaigns-on-googles-display-network/ 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.

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
www.catchow.com
I’m
hungry!
Watch Amy as she
analyzes ingredients to
choose the best catnip!
www.catchow.com

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. petsmart.com
$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
catnip.com
$2.50
CPL
fancyfeast.com
$1.27
CPL
friskies.com
$2.05
CPL

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BLOG: WWW.ADD3.COM/INSIGHTS/
TWITTER: @ADD3COM
Please reach out to us!
Email: info@add3.com
6 TIPS TO OPTIMIZE YOUR
GOOGLE DISPLAY CAMPAIGNS