AdWords
4.5K members online now
4.5K members online now
Improve your AdWords performance and boost your ROI, CTR, and Quality Score
Guide Me
star_border
Reply

Display campaign and clicks

Explorer ✭ ✭ ☆
# 1
Explorer ✭ ✭ ☆

What is the ideal way to improve clicks to display campaigns? And how to choose right placements for the ads?

Re: Display campaign and clicks

Collaborator ✭ ✭ ✭
# 2
Collaborator ✭ ✭ ✭

Hello, Welcome to the Community,

 

You can read more from here : Optimise ads and campaigns for the Display Network

 

Tracking conversions can help you to improve clicks and choose right placements, because these will be an indicator of profit so make sure you have added conversion tracking to strategic pages like the "Thank you page" after submiting a form for Leads or completing a purchase.

 

The Display Planner can help you pick placements : Plan your Display Network campaigns

 

Most important before deciding what features to use and how, you need to plan a strategy, a set of goals. So ask yourself first, what do you want from your Display Network campaign visitors ? Do you have customised landing pages ?

Re: Display campaign and clicks

Explorer ✭ ✭ ☆
# 3
Explorer ✭ ✭ ☆
Hey Adrian,
Thanks for your feedback. We do have customized landing pages for all our ads. We are running both display and search ads. We're also tracking their performances on a daily basis.

Re: Display campaign and clicks

Collaborator ✭ ✭ ✭
# 4
Collaborator ✭ ✭ ✭

Ok then, let's dig deeper into the problem.

 

What do you mean by "improve clicks to display campaigns" ? What ca it mean :

a) You want more volume of clicks ?

b) Your clicks are too expensive on the current placement ?

c) Your conversions cost too much ?

 

About how to pick placements, use the indicator of "Relevance" from the Display Planner" in order to pick placements and also test every placement until you receive enough conversions ( between 50-100 conversions in my opinion) before you decide if it is good or not). You can also use only an article category from a site, not the entire placement if a sub-directory from a site offers relevant content to your business. 

 

Try to use keywords + placements to narrow down Ads to more relevant pages and also try Remarketing in Display.

 

What optimisations have you tried so far ?

1) Have you tried the Display Campaign Optimiser for conversions,

2) how often do you create new ads , do you have all Ad sizes in your campaign,

3) do you have separate ad groups for text ads and for banners ?

Re: Display campaign and clicks

Explorer ✭ ✭ ☆
# 5
Explorer ✭ ✭ ☆
Good morning, Kapil

firstly I trust that your search and display campaigns are handled separately. That is to say, independent of each other.

Both require your ads to stand out - but this is even more important in display network ads, and that's because there are so many advertisers who use their boring search ads on the display network (because they didn't keep their campaigns separate). The point is that you'll need short, edgy statements or bullet points to clearly stand out on display. Image ads also do very well on the display network.

You'll then need to find out which is the best performer and tailor your landing pages accordingly. Only your customers can tell you this, and only in masses!

Re: Display campaign and clicks

Explorer ✭ ✭ ☆
# 6
Explorer ✭ ✭ ☆
Hi Adrian,

Yes, we are looking to increase the volume of the clicks. We do have separate campaigns for text ads and search ads. We have enough daily budget as well. The aim is to increase the clicks.

Hi Gemma,

yeah, we are handling both search and display campaigns separately. I will definitely try the option that you mentioned.

Re: Display campaign and clicks

Explorer ✭ ✭ ☆
# 7
Explorer ✭ ✭ ☆
Glad to hear that, Kapil.

You'll find that both need to be a distraction, but the display network needs far more of it. If you can isolate the one thing that really enthuses your customers, you'll find that not only do you get clicks, you get buyers too. After all, you're not in business to get clicks, are you? You can't buy anything with them ...

Re: Display campaign and clicks

Explorer ✭ ✭ ☆
# 8
Explorer ✭ ✭ ☆
Hey Gemma,

By volume of clicks, we mean to increase the visibility of our ads with quality response. We're not looking for unwanted clicks that can generate nothing. After all, quality is our goal.

Re: Display campaign and clicks

Collaborator ✭ ✭ ✭
# 9
Collaborator ✭ ✭ ✭

You need to have in the Display Campaign different ad groups for the same placements for :

a) Text ads ( as they have cheaper clicks and different statistics than banners)

b) Banner ads in all sizes

 

By separating banners from text ads in Display ad groups you will be able to view "average" metrics that do not mix for example cpc prices for banners ( high) and cpc prices for text ads ( low) and you will be able to eliminate placements that perform well with some text ads and do not perfom well with banners by deleting them just from the "banners ad group"

 

I would recommend starting a remarketing campaign in Display using the "Similar to " audience, based on an audience of people who "almost converted" meaning a custom combination of audiences to eliminate visitors who converted and those who exited too fast from the site.

 

Here is a page describing the "similar to" audiences and how to use them : 

https://support.google.com/adwords/answer/2676774?hl=en

 

Once these audiences vist various sites, you can look at the placements tab and exclude placements that do not match your Goals. Most likely the "similar to" audience will visit sites very close to what your current audience is regularely visiting so you will narrow the placements to useful ones very quick.

 

Have you tried the Gmail placement ?

Re: Display campaign and clicks

Explorer ✭ ✭ ☆
# 10
Explorer ✭ ✭ ☆
Hey Adrian,

I have not tried Gmail placement. Do you think it would enhance the overall presence of the campaign? I will appreciate, if you can elaborate more on this. Thank you.