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Display campaign and keywords

Explorer ✭ ✭ ☆
# 1
Explorer ✭ ✭ ☆

What is the best keyword strategy for display campaign? And what parameters should be considered for performance management? is it CTR, impressions or clicks?

1 Expert replyverified_user

Re: Display campaign and keywords

Top Contributor
# 2
Top Contributor

Hi there;

The best would be to set a list of 8-15  keywords which  together represent the (coherent)  theme of the landing page content / topic.  So, this theme would  be matched with web pages with relevant content (aka contextual targeting)

As for the strategy: if it is a direct response (a purchase/ service/ a lead)  - use CPC.

-Moshe

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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