Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

5 Simple Ways to Optimize Display Ad Performance and Drive Conversions

December 2, 2012 By Marc Poirier
1
Get the Flash Player to see this rotator.
 
Display ads have taken off in recent years, after they had fallen out of favor for quite a while due to inefficiencies in reaching marketers' target markets. The whole display advertising game has changed dramatically, and channels like the Google Display Network (GDN) are raking in profits for those who are able to find and convert their target audiences.

There is a lot more to it than just throwing together a few ads and adding them to the network, however. There are at least five critical areas that need to be closely monitored and given daily care and attention to develop and maintain a successful GDN strategy. This is a very competitive marketplace, and these tactics all must work in concert to have a fighting chance at success. In order to keep up with them, put your much energy these five areas of advertising on the Google Display Network:

1. Keyword Lists
Your keywords direct the GDN to sites where your ads will be shown. You will, obviously, want to target relevance to your product or service, so building the keyword list is quite important.

And as important as building that list is testing it. Take series of 10 to 20 keywords and test them against each other to see which ones perform at the highest level. When you divide them into groups, you can assess them at that level and test their efficiency. Eliminate groups that don't perform well, create new ones and constantly test keyword them to find the best spots for your ads.

2. Ad Placement
Keywords will help with placement, but look deeper into where you ads garner good clickthrough rates (CTR) in conjunction with low cost per acquisition (CPA). This is key to success on display networks. Network algorithms are imperfect and may determine a page to be relevant when it's not. Irrelevant pages suck up impressions and, even worse, could end up generating clicks that convert poorly.

Eliminate poorly performing URLs and keep those pages that are performing well. By eliminating the chaff, you garner quality impressions and will continue to improve your performance with each swipe of your virtual swathe.

Seasoned PPC veterans already know the importance of testing ads; this space is no different than search advertising in that respect.

 

Companies Mentioned:

1

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

SPONSORED CONTENT

MORE ON SEARCH & SOCIAL MEDIA >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: