5 Steps to Cracking the Google Display Network Code
This isn't a strategy that should be used only during the launch phase of an account. Be they general or very specific keyword lists, it's essential to the success of your campaigns that you continue to test and retest to find the most successful lists.
2. Ad placement. Your keyword lists are the starting point for placement. Now it's time to dig into the actual domains and pages where your ads will be displayed and begin eliminating the spots where you're not achieving success.
Because of the imperfections of the algorithm that Google uses to display your ads, you may end up showing ads in places that the search engine believes will be highly relevant based on keywords on that page, but the reality is that you could end up in spots where you really don't want to have your ads shown. These spots are sucking up valuable impressions and even clicks that could be better served elsewhere.
Eliminate the URLs that aren't performing well and start to look for those pages where you're successful. Successful domains or pages can be added to your managed placements list, but should still be examined daily to ensure continued success. Letting pages get too much attention when they're not performing can begin to reduce your gains very quickly.
3. Ad selection. The people who see your ads decide the success of your creative. The great part about advertising of this nature is that you have unlimited access to daily focus groups who tell you how much they like your ads by either clicking or not.
Display advertising success relies on access to a number of creatives that can be constantly tested against each other in a battle for click and conversion supremacy. Again, it's not a game that's played once, with a top-performing ad just staying there forever. It's essential that you continue to test creative, be it text or image, and keep looking for that recipe for success.
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