10 Dec '12, 8pm

A Search Marketer's Guide To Google Display Advertising, Part 2

ExSELLent article! “Our preference is not to use keyword targeting as a standalone tactic, but to combine keyword and placement targeting” = yep! We like to combine a low-bid keyword bid and layer on known good placements (that also work with the keywords) at a higher bid. And we base all bids on ROAS. So the lower bid automatic placements (from keyword targets) serve as an ongoing discovery of higher bid placements we add. Bad placements get excluded. We call this “Keep Or Kill”, in reference to the placements – Keep them (add as Managed Placements) or Kill them (exclude poor converters). For those still indeterminant, we let them continue to flow in as auto placements (again, from our keyword targeting). We find “Keep or Kill” is the best balance between volume, ROAS and time spent managing the PPC.

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

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