The QUESTION
First, i want to thanks for these complete Google Ads tutorial. It helps me a lot. I will recommend this to any who ask about google ads.
Second, i want to ask you about keyword:On section 11, video number 59, you show us how to create campaign but, i dont see you enter keyword. Is it necessary not to enter keyword for display campaign? And how we should use keyword and combine it with other targeting options?
I created 2 display campaign, but all of those can not get an impression.
My ads is for car accessories, and i try to enter keyword also.
The ANSWER
There are 7 different targeting methods for Display campaigns; we have step by step guides for all of them.
Keyword targeting is not the best option, try in-market audiences or placements to specific websites.
If you get no impressions, try to increase the CPC or make a broader targeting. If your ads are new, please wait for 3-5 days, sometimes Google takes time to run the ads.
I suggest that you combine maximum 2 of them.
Demographics is something really essential for me so I combine demographics with some other targeting (in market or placements).
Don’t combine a lot of them at the same time unless you have a huge audience so as to reduce it.
You could also combine Affinity Audience with Placement to target people that have broad interests to something and visiting specific websites.
There are a lot of possible combinations and you may test some of them to see what works best for your product / service. It’s an endless A/B testing to find what really works in each case.
I usually start by creating a campaign with 5-10 different ad groups with different combinations of targeting. All of them use the same image ads. I run these ad groups one per week / 2 weeks and then pause them and run another one.
I analyze the traffic and also the calls and the visits to the client’s store for this period and then at the end of all tests I decide which ad group had better results and stick to it.
Then I start testing image ads. And then the landing page.
The audiences that are rejected, I reuse them to other A/B tests with different image ads / products / services to see if they work.
Google Display is a golden source of success, but you need time to test and see what works best for your company.
by Simon Koss – Google Partner Premier, SEM & Analytics Business Trainer
