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Google Display Advertising: Understand All Your Options

Posted on May 16, 2013 in Coupons, PPC by cmblogger

With 700 million monthly users, Google’s network for display advertising reaches more than 80% of the online audience. This enormous scope allows Google to offer multiple types of ads, from text only to video, but most inexperienced marketers gravitate towards the default display option, incorporating keywords from an organic search campaign and hoping for the best. Most of your competitors will be adopting this approach, going on to achieve only fair to middling results.

Start with the right display keywords. Remember, Google ignores match types for paid advertising. They also use negative keywords to facilitate correct ad placement. According to most analysts, the best course is to choose only a few broader terms for search (2-3 words each rather than longer combinations) and only a few negative keywords (rather than thousands) for your campaign.

Keyword segmentation also makes a difference. Choose what each ad and landing page will be for every ad group. Keywords must match both the ad and and the landing page. Include effective placement targeting, and flexible reach, and you have a campaign that can really make a difference.

Think outside the box. Take advantage of the different formats available. Understand where each dollar you spend is going.  Use just the right image (or video), target exactly the audience you need-and watch your sales grow, both for online and your brick and mortar location. With a great display campaign, you’ll soon wave goodbye to your competitors, and hello to success.

If you want more help with your PPC Campaign, Captain Marketing offers a variety of services designed to optimize your ads.

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