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Planning a display network campaign

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# 1
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When planning my campaigns, search network is always reliable as I can predict my clicks based on keywords that I want to bid on, however, when it comes to display network I'm struggling to plan a predictable campaign, because my clients are paying for clicks, but display planner does not offer estimated clicks.


Maybe a more experienced adwords specialist could share some tips on how to better plan a campaign?

Should I pay more attention to keywords, interests, topics or placements? Cookies or impressions?

How does the landing page affect my results, except the country it is based in?

Simply put, I'm looking for a more reliable way of planning for clicks.



1 Expert replyverified_user
Marked as Best Answer.
Accepted by topic author Magnet M
September 2015

Re: Planning a display network campaign

[ Edited ]
Google Employee
# 2
Google Employee

Hi Magnet


This is a great question. With Display, the first thing you should do before trying to plan is establish goals for your clients. If that goal is sheerly based on clicks that will be hard to gauge. Display is a great tool for showing your ad to people likely to benefit by may not be searching for your item at a particular moment. You want to use interests, demographics, places your audience is most likely to visit, etc to drive the number of times your ad is shown. Here are some great articles to get you started. 


Also here is a video that will give you an in depth look at planning your Display campaign.