Small or medium-sized business (SMB) owners always face budget problem in search engine marketing and re marketing.
If you are a SMB owner and want to continue paid advertising via GDN (Google Display Network) but you’re thinking about the drawback, low quality traffic and loss of budget.
As an SMB, you don’t have sufficient budget to spend on Google Adwords and not enough time to monitor, so you need to think in smart and advanced manner.
Below five advanced tips will help you to test the GDN to decide if these channels are perfect for you.
Use Display Select Keywords
Most of PPC marketers neglect to use display select keyword, but I recommended you to run if it’s your first GDN campaign, because it consider as perfect connection between search and display.
Let’s see what is DSK (Display Select Keyword) targeting? Typically, you select keywords that 100% percent relevant to your service/product, and Google will use its technology to match your ad based on a customer’s purchase goal – using that keyword selection, analytical conversion models, and other criteria.
My suggestion is to lunch DSK campaign with starting top searching 15 keywords; once you see good result then you can continue.
Try Similar Users
So you are running remarketing, you should have created some best remarketing lists of audiences you think to be valuable your business.
Take this audience database and use in lookalike technology of Google to find users who have traits, characteristics and behavior similar to those audiences. This is the best way to show your ad in front of your target audience.
Take advantage of In-Market Segments
In-market segments are group of audiences who Google has decided to be highly interested in what you to offer have based on their activity and behavior.
These types of customers are actively researching, browsing or comparing the products/ service types you sell. So this is another way to get your ad in front of highly relevant audience that has demonstrated in-market behavior and purchases intent.
Test and optimize your creative and copy
You know very well that quality ad works much better in GDN. Regular test and optimize make you sure that you monitor regularly to reduce wasted spend. This activity is must necessary to give perfect value to you service/product.
No doubt you want to do research and follow many practice when it comes to create creative ad, but it is importance for you to know about your service/product and it purpose.
If an audience able to understand what you do, then they will easily know if this is relevant to them or not.
If an audience has a good understanding of what you do, then they’ll know if this is relevant to them or not. If they think that your product/service is not necessary for them then they will click your ad.
Take the help of placement reports
One must important features Google provides in GDN is placement reports, which asset you see the sites where your ads are serving and how the ads are performing on each site.
Be sure you set up some criteria to describe ‘poor performance’; based off that, you can find out the placements that are not performing well and add them to your negative placement list.
Make sure to know very well this analysis/report in regular basis so you can easily judge any wrong placements that arise from starting launch.
Following this technique you will able to reduce wasted money from these poor-performing websites.
There are hundreds of strategies and technique that you can execute and test to continue to scale efficiently within the GDN.
Image & Content Source: Search Engine Watch