5 Steps to Cracking the Google Display Network Code
4. Bid pricing. Of all of the aspects of the GDN, this one can be the most volatile and difficult to manage. However, with daily attention to the above aspects of your campaigns, you can increase your Quality Score quickly, allowing you to lower your bids. In some cases, raising your bid price can help you to get the best impressions and clicks, leading to lower CPA.
The interesting part of bid pricing is that in times when certain search terms are trending, the bid prices on the GDN can actually be lowered and impressions can rise dramatically. Keeping an eye on search trends is a great way to manage your bid prices.
Daily maintenance should be performed, and you should be in a constant state of testing to ensure you're getting the right value.
5. Budget daily on a campaign level. A lot can happen in a day on a display network and, in fact, a lot can happen in a matter of hours. That algorithm is constantly trying to find the most relevant places for your ads and, at the campaign level, you could be contributing to a rise in your own CPA by allowing unsuccessful campaigns to suck up too much of your budget.
By paying attention to the daily budgets of your campaigns, you can begin to dedicate more working capital to profitable campaigns while keeping those that aren't performing well from suppressing your positive results. This is something that you could be checking every hour to make sure that you're on track and not wasting efforts. It's a huge part of ensuring the progress of the account as a whole, and shouldn't be ignored for very long at all.
There's a lot of work that goes into successful GDN advertising. That work, however, goes a long way towards helping you to keep your CPAs lower and your conversions high. Take good care of your campaigns and they'll take good care of you.
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