Google Display Network Campaigns: Optimizing the ad campaign Google Display Network a tool for displaying a website in the form of different kind of ads across numerous websites on the internet has caught attention of many SEO executives. Usually all the SEO executives in a normal Adword campaign keep on looking for negative keywords to be removed and the good keywords which are giving good ROI. However when it comes to display networks almost all the SEO firms fail doing anything fruitful. Here we list out few of the reasons and solution to gain maximum out of Google Display Network campaigns which are a part of almost all the SEO packages provided by the good SEO firms. Avoid Duplicating Search Campaigns The trend that is followed these days of the GDN campaigns is that marketers get an AdWords account, duplicates someone else’s search campaign, turn it to Display only and there it comes to an end. •
Here is why this should be avoided:
There are many negatives in search campaigns to remove the irrelevant searches. However the keywords which are termed irrelevant in search might be very much relevant in a display. Neglecting such an important keyword though it might be relevant can result in the loss of many GDN opportunities. The normal ad campaigns on the internet are targeted and perfectly relevant while it becomes far less relevant and broad matched when it comes to GDN campaign. This is because a particular keyword in an Adword campaign would end up on a fixed landing page while the same is not the case with GDN where in a particular text would match to any of the related pages of the campaign. Whenever a search campaign is duplicated for GDN campaign it uses only the keyword targeting. But in the GDN there are seven different ways of targeting including the keyword targeting. These are: • •
Keywords Topics
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Interests
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Demographics
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Display campaign optimizer
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Retargeting
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Placements
Thus one would be avoiding 6 important targeting techniques by duplicating a search campaign in a GDN campaign. Search Mentality won’t work here: The GDN campaign’s design and maintenance are totally independent of search. This is something that the marketers fail to understand and thus fail to gain out of GDN. The marketers see it as some kind of secondary setting within search and thus wide number of marketers are search minded while using GDN. The marketers who create separate campaigns for GDN and search may start with the brand keywords and move on to a process of discovering non-brand keywords. Thus resulting in search mentality and ultimately a failure. The search mindedness should be avoided while setting up a GDN campaign. The structure and maintenance of such campaigns are completely independent of search. A vast net of targets can be cast in such campaigns unlike the usual ad campaigns. Don’t take anything for granted in GDN campaign The search campaigns are stable and predictable compared to GDN because the search behavior tends to be constant. There are new sites coming up everyday with the GDN along with new content produced every day for the existing site. Thus compared to clean search landscape, GDN is unpredictable. Thus proper steps should be continuously undertaken to minimize the irrelevant spend. Be Creative or remain hidden It is all about how creative you are when it comes to GDN. The ad should be designed to appeal to the users. There are a large number of users browsing the web randomly in GDN and thus the creativity in the GDN campaign plays a vital role in catching the attention of uninterested users.