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10 Best Practices For Display Campaigns

Rocco Alberto Baldassarre
10 Best Practices For Display Campaigns

Did you know many companies believe the display network is no good?

OK, that’s not a true statement. Display campaigns are a great add-on to any strategy as long as they are managed in a smart way.

Here are 10 best practices for you to get started on things.

10. Retarget to Existing Users

You will definitively have users who have visited your site, liked your product and did not convert. These are people you cannot miss out on! Create a campaign to target these people, and have the goal to become a top choice for them!

9. Never Target Keywords Only

Keywords can be a quite dangerous tool for display campaigns. Google might find millions of contextual placements to run your ads on, and therefore, you might want to filter placements or topics within your keywords in order to keep them more targeted.

8. Use Separate Campaigns for Images and Texts

Image and text ads perform differently, so they need to be optimized using different campaigns. This will also allow to create a custom budget for text and image ads since you cannot allocate budget at the ad group level.

7. Use in Market Audiences

If you want to reach out to customers that are ready to buy, Google offers you a target category called in-market audiences. They are listed below the interest targeting option and compile an extensive list of options for your business. Give it a shot and use keywords if you want to narrow it down even further.

6. Align Ad Copy and Landing Page Content

Your banners are likely to convert much better if the user finds a landing page that goes well along with the message he or she read on the banner. Ideally, stick to similar colors and images and you will get a much better response.

display campaign

5. Limit Impressions to the Same Users

People do not like to be bugged several times a day with the same banner. They find it invasive and annoying. Make sure to set up an impression cap of two, or max, three impressions per user per day. This will help you get some exposure without having any bad feelings associated with your brand.

4. Test Call to Actions

Having the right call to action can make a huge difference in terms of CTR. Also, it will help you figure out the best call to action to use in the landing page to maximize the conversion rate of your campaigns. Make sure to align landing pages and banners to keep the copywriting strategy relevant.

3. Customize Bids for Top Performing Target Methods

Did you find a placement, a topic or a keyword that are doing extremely well? Make sure to customize your bidding and get the maximum profitability for them. Do not only focus on the CPA, but try to understand how much more volume you can generate and still be profitable. At times, more volume and lower margins can be much better than high margins at a lower volume.

2. Create a Manually Selected Placement Campaign

Behave like an actual customer and go on Google to look for your keywords. Identify organic placements that accept banners via AdSense and create a list of extremely relevant placements. They will represent one of the most relevant display campaigns since they will all include information that perfectly targets your potential audience.

1. Don’t Stop Testing!

Testing is a vital element of any marketing campaign. This applies to display campaigns, as well. Some elements you can test are targeting, images, texts, call to actions, landing pages, negative keywords and bids adjustment per geographical area.

In Conclusion

Display campaigns aren’t that bad! They can easily get out of control, but if you have a proper set up you can be successful.

What are your display network best practices? Share them with us and stimulate a productive discussion!

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Rocco Alberto Baldassarre is the Founder and CEO of Zebra Advertisement, a results-oriented SEM consulting firm. Rocco consults companies with up to $5 million in PPC advertisement budgets, speaks three languages and was shortlisted as a Young Search Professional of the Year by the 2014 U.S. Search Awards.
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