An AdWords AgencyDisplay Network Do's & Don'ts - An AdWords Agency
SMS logo - impossible letter initials within decision box SMS logo - impossible letter font, initials within decision box

An AdWords Agency

Systems & Marketing Solutions


Because Next is Now

Exact matches only
Search in title
Search in content
Search in posts
Search in pages
Filter by Categories
ad copy
adcenter
adwords
Adwords Auction
Adwords Changes
adwords expert
AdWords Express
adwords position
AdWords Scripts
adwords variants
adwords_monster
analytics
Auction Insights
authority
bid_simulator
bidding strategy
branding
broad-match
budget optimizer
click fraud
Code Camp
CodeCamp
Content-development
content-network
converting traffic
CPC
CTR
DIY
email newsletters
Facebook
Geek Dinner
geo-targeting
google
google adwords conversion report
google analytics
google grants
Google Shopping
google trends
Google_Instant
googleplex
granularization
keyword matching
Keywords
landing-page-design
loki
marketing
marketing teams
mcsc
Mobile Marketing
my dream web site
negative-keywords
new media
Organic
Organic Score
organic traffic
page loading
Page Ranking
page score
Paid traffic
Plumbers
PPC
prohibited
Quality Score
questions
Remarketing
reputation management
Restarting Adwords
ROI
Santa
Search Engine Rap Battle
sem
SEO
shared budgets
slocama
Slow Page Loading
SMEC
Social Media
SocialMedia
Softec
speaking
split testing
Sqr
Startup Weekend Santa Maria
Stopping Adwords
the future
Tracking Phone Calls
traditional media
triage
trust
Uncategorized
User-Query
web experience
Web Site Performance
web site teams
web traffic
webinar
webmaster tools
webslaughter
WordPress design
yahoo-search-marketing

Display Network Do’s & Don’ts

Display Network Do's & Don'ts

The dictionary defines a double edged sword as “something that has or can have both favorable and unfavorable consequences.”

Depending on how it’s utilized, the same could be said of the Display Network based on the settings that are in place. Today’s tip involves some do’s and don’ts to help give you the benefits of Display Network advertising while avoiding the unfavorable end of the double edged sword.

DO

Make Remarketing Part of Your Strategy

The reality is that amongst visitors going to your website for the first time, the vast majority will leave the first time without doing business. Remarketing is an excellent way to re-engage these visitors and has been proven to be an excellent and cost-effective source of traffic. The cost of this traffic is typically much lower (25%-50%) than regular search traffic and is highly effective in engaging past website visitors and helping to build brand name recognition.

DON’T

Over Advertise

While Remarketing is an excellent way to engage visitors, you don’t want to alienate these people by forcing your ads down their throat. The good news is that there is a way to easily control this.

– Go to Your Remarketing Campaign
– Select Settings
– Scroll down and find Advanced settings
– Select Ad delivery: Ad rotation, frequency capping

Display Network Advanced Settings

– Click Edit next to the section that says Frequency capping

Display Network Impression Capping

Typically, the balance we find that works best between helping businesses build brand name recognition versus people getting tired of seeing your ads is to have the frequency capping in the 3-5 range. This in turn helps us control how often each individual user is seeing your ads

DO

Check which websites your ads are showing on

It is good to know what sites your Display Network ads are showing for quality control purposes. For example, if you are running a Remarketing Campaign, this will show you the other websites that are visited by people who have been to your website. One example of how this could be utilized is that you could set up a Managed Placement Campaign based on the websites being visited from these people. One example of this is if you run a carwash, there is additional value in local news & weather websites.
Another critical area to look at is the traffic volume coming from visitors who arrived from Mobile Apps. This is an area that is very capable of undermining Display Network Performance which leads us to our next point.

DON’T

Let Mobile Apps Destroy Your Budget

One pitfall you will want to avoid is letting the Display network burn through most of your money on mobile apps. Display Network traffic from apps has a track record of poor performance. Thankfully, this traffic is easily excluded by doing the following:

– Choose the campaign you want to work on
– Go to the Display Network tab
– Click on Placements

Display Network Placements Tab

– Go to bottom of the screen where it says Campaign Placement Exclusions
– Click the +Exclusions button
– In the box labeled “Enter one placement per line”, enter adsenseformobileapps.com
– Click Add placements

This will help ensure that your Display ads are showing on other websites and helps avoid the issue of being wasted on mobile apps.

Tags: , ,

Leave a Reply