5 Simple Ways to Optimize Display Ad Performance and Drive Conversions
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.
It should be noted that good creative plays a big part in display advertising. Speaking directly to your audience, as well as having creative that stands out and can be seen, is vital to garnering the clicks you want. Testing creatives against each other to find the one that works best is par for the course. It just needs to be done. And it needs to be done continually, despite the fact you feel you may have found the winning formula.
Again: Your creative needs to not only be seen and clicked, but it also has to speak to the target audience. The way to speak to that audience will be defined by how they react to your ads.
3. Bid Pricing
Keeping the above two elements in check, you'll be able to go about your bid management with a much cleaner slate, and with more information on the potential of your ads.
Bid prices fluctuate constantly. Bid prices should be adjusted relevant to current performance, as well as the current volume of searches for your topics. Because impressions can increase dramatically at certain times of year, you'll need to keep on top of trends. Incredibly, bid prices can be dropped significantly when a topic is more popular, allowing you to get a greater impression share for less money.
As everyday maintenance, you should address your bid prices and test the waters to make sure you're still getting the impressions you want. With proper maintenance of keywords, ads and placement, you develop a higher Quality Score, giving you the ability to lower bids and get more for less.