Google’s Display Network is a great resource to drive additional conversions and to build brand awareness as your business grows. Unfortunately, it’s more difficult to manage than a search network campaign and performance can be unpredictable. If you already have a display network campaign or planning to build one, below are some tips to improve performance.
- Exclude placements with over 1K impressions and 0 Clicks. To help improve your Quality Score, it’s recommended to exclude placements that have over 1,000 impressions and zero clicks. This will help eliminate sites that aren’t relevant to your product or service.
- Add negative keywords to the campaign. Just like the search network, you can add negative keywords to a display network campaign. This will prevent your ads from displaying on sites that aren’t a good match. Negative keywords can help reduce spend and improve your cost per conversion.
- Refine the keyword list. After two weeks, there should be enough data to start refining the keyword list. The new display network tab gives insight into how each keyword is performing. If there is a keyword that is driving a lot of clicks but no conversions, try lowering the bid or pausing it. Make sure keywords are specific so the ads display on relevant sites.
- Move best performing sites into managed placements. If a site is converting at or below your CPA goal, you can move it into managed placements. This will allow you to control the bid for each particular site and increase it to drive even more conversions.
- Test dayparting. Dayparting allows you to adjust the bids during certain hours of the day or days of the week. For the best converting hours, schedule your bids to be increased. If there are certain days of the week or hours that don’t convert, just schedule the ads to turn off or the bids to be lowered. This will ensure the budget is spent during the best possible times.