28 Feb '13, 10am

How to Generate Quality Traffic With Display Advertising

Contextual Targeting: This is the basic foundation of the GDN. Input some keywords that are relevant to your product or service, and Google will match your ads to websites. This is where a lot of advertisers stop. But you have to dig deep. Segment your keywords. Google has given us the ability to bid on individual keywords. Review placement performance reports and exclude poor websites. Add demographic settings to gain another layer of relevancy. Placement Targeting: Cherry-pick the websites that are most relevant and/or convert the best. Layer on keywords, demographic settings for even more detailed targeting. Topic/Category Targeting: Need to increase your ad reach? Try Topics or Categories relevant to your product or service. This will open you up to a much larger portion of the GDN. Be sure to control performance with site exclusions, keyword targeting, and demographic...

Full article: http://searchenginewatch.com/article/2251200/How-to-Gener...

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