What is the best practice to run experiments?
What is the best practice to run the ads on Display Networks? Can i we target trough the manage placement or keywords (Content base) i want the quality traffic and more leads from the banner?
Re: What is the best practice to run experiments?
For GDN (Google Display Network), there are many options which you can opt for.
So basically you can start with automatic placements and then analyse how Google is targeting them and then fine tune the campaign by shortlisting the relevant placements and adding them under the bracket of managed placements, so that you get clicks more often from there. Similarly, you can omit the irrelevant placements by adding them under Exclusions so that you get targeted relevant traffic towards your site.
You can include the keywords in your ad groups, so that Adwords can target the placements contextually based on the keywords you have. You can set individual bids for these keywords (just like you do it for Search Campaigns) to increase/decrease them and can pause the keywords which are not performing.
Additionally, you can go for the Topic level targeting selecting specific categories relevant to your business website and target those audiences.
Another option is Remarketing which is an excellent way to re-target your users who have already visited your site earlier. https://support.google.com/adwords/answer/2454000?hl=en
Find more about GDN optimization here: https://support.google.com/adwords/answer/2549129?hl=en
Best of Luck!