07 Jan '13, 6pm

A Search Marketer’s Guide To Google Display Advertising, Part 3

A Search Marketer’s Guide To Google Display Advertising, Part 3

Last month, we took a look at the wealth of Google Display Network (GDN) targeting options and explained how they work. This month, I’d like to give you a handful of tips on how to structure your GDN campaigns and ad groups to take advantage of those tactics so you get most out of your display budget. I like to think about two distinct types of display campaigns which work together but have different goals. The first type is a ‘seed’ campaign, which uses automatic placements to enable our ads to show on every possible relevant webpage across the Internet and which generates conversions at reasonable levels. The second type is a ‘harvesting’ campaign, which takes the best performing display placement sites from the seed campaign and allows us to optimize them for more conversions and lower costs. Tip #1: Separate Display From Search Network Campaigns The most important rule...

Full article: http://searchengineland.com/a-search-marketers-guide-to-g...

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