The Google Display Network is the biggest advertising network on the Internet. According to recent metrics, it allows webmasters to reach around 70 per cent of web users. Such huge reach can be considered a massive opportunity for advertisers. Read on to learn how to make the most of display advertising.
Using the Display Campaign Optimizer
The Display Campaign Optimizer is a flexible PPC tool that allows webmasters to optimise their targeting and bidding for display advertising.
Advertisers may utilise the optimizer for their campaigns once they’ve achieved a conversion rate of 15 conversions per month.
Once the Display Campaign Optimizer has been activated, it will automatically try to find the best placements and prices for a campaign.
However, it doesn’t do all the work. Marketers still need to consider the creatives that they want to use for the campaign, the budget and a target cost-per-acquisition (CPA).
For general display advertising campaigns, the optimizer does a good job when it’s left to run on autopilot. However, there are some advanced features that some marketers might want to take advantage of when targeting specific audiences.
It’s important to be aware that it can disable campaigns that have a lower click-through rate (CTR), even though the conversion rate for those clicks might be exceptionally high. If you have some narrowly targeted, high-conversion campaigns, it might be worth considering opting out of the optimizer for those creatives.
Advanced Optimisation for Google Display Network
One of the most interesting features of the network is the ad scheduling tool.
Ad scheduling is also known as "day parting". This feature can be used to set ads to display at a specific time of day, or to adjust bids up and down depending on the time of day.
For example, if a product is aimed at business users in a particular country, a marketer may find that their ads convert better during office hours. So, they would probably want to schedule their ads to appear during these hours.
Another useful feature is Conversion Tracking.
With this PPC tool, it’s possible to find out not only the number of conversions that ads are yielding, but also which sites on which those ads leading to those conversions are being displayed.
The demographic bidding feature is also incredibly handy.
This feature can be found under the Display Network tab, then either Gender or Age. The demographics feature allows marketers to target campaigns at specific genders and age groups, as well as view a range of different metrics based on those age groups, such as CTR, impressions, conversions and cost-per-conversion (CPC).
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Again, these features are more the advanced additions that offer marketers more control over their ads.
The Campaign Optimizer will handle a lot of the work an advertiser might normally expect to do. It’s certainly a great time-saver, especially for those just starting a campaign, and wanting to experiment with a few different prices, niches and creatives.