Help With Display Campaigns

Forum White Hat SEO PPC Help With Display Campaigns

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  • #14853
    seohelper
    Keymaster

    Hello r/PPC,

    So I’m fairly new to PPC(managing google ads primarily) and need help with display campaigns. More specifically, can you guys give me some pointers on how I can audit a display campaign? Maybe point me to some sources/info on how to do that as well. Honestly, I don’t even know where to start. I’ve only managed to build experience with search campaigns. Thanks in advance for your help!

    #14854
    kt90402

    * **Conversion Tracking:** Make sure you’re optimizing towards website code or GTM-sourced conversion actions rather than Analytics so you can see view-through conversions
    * **Ads:** At least one Responsive Display Ad per ad group (this way the ads fit in any possible space)
    * **Targeting Technique:** I would recommend only using *one* method of Keywords, Audiences, or Placements per ad group, any more and the reach becomes tiny
    * **Audiences:** Keep remarketing (Customer list, Website visitors) in separate campaigns from Prospecting (Custom audience, In-Market, Affinity, etc.). Make sure the ads make sense for the audience you’ve selected, you shouldn’t be using the same ad for every audience.
    * **Landing Page:** Ensure it has a fast loading speed, particularly on mobile
    * **Placements:** Exclude all categories of mobile apps from potential placements
    * **Bid Strategy:** I prefer low-budget Display campaigns on Maximize Conversions and high-budget Display campaigns on Target CPA pay for clicks, personally (start at 2x Search CPA then optimize down over time). Up to you if you want to include view-through conversions in optimization.

    #14855
    cuteman

    Depends on spend and other channels you’ve got.

    Retargeting is the most important tactic in campaigns and set up.

    Check out the trade desk learnings. You’ll be an expert by the end. They’re free right now but usually cost hundreds each.

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