Top 10 Tips: Bidding Strategies for Google Display Network
There is no doubt that when it comes to PPC, Google’s AdWords is head and shoulders above all the rest in this particular field. It is also clear that if you are to be successful as far as AdWords is concerned, you will have to learn and master all matters bidding. As far as advertising on AdWords is concerned, there are two paths one may choose to follow; the search advertising path or the display advertising one. When carrying out display advertising on the Google Display Network, which just happens to be largest contextual advertising network on the internet, you will be able to place advertisements right next to content in the web, gaming systems as well as in mobile apps. Display advertising allows you to be able to get the most out of both PPC and content marketing, which is why it is growing in popularity. The key on how to get the most out of the Google Display Network, which coincidentally has a reach of over 90 % as far as internet users globally are concerned, while also expanding its reach to over 2 million sites, is to master the art of bidding. To help with that, this article will look to highlight 10 tips as far as bidding strategies for Google Display Network goes.
It should be noted that, just as with search advertising and the search network, you can make use of cost per click bidding when it comes to display advertising and the display network. The tip to note here as far as your bidding strategies are concerned and based on your targeting methods is to ensure that you set the maximum cost per click you are willing to spend on your campaign to ensure you stay within your budget bounds.
As far as bidding strategies are concerned when it comes to the Google Display Network, you should ensure you make use of CPM, a bidding option that is available on this network as is covered over at runrex.com. This allows one to bid based on impressions and not clicks and it is a bidding type recommended for branding campaigns and not for direct response marketing goals.
Another tip that we have to highlight as far as bidding strategies for the Google Display Network is concerned is for one to enable the conversion optimizer, especially if you go the cost per click bidding route. This will allow you to only bid for the amount you are willing to pay for a conversion, enabling you to make a cost per acquisition bid.
Another thing to keep in mind as far as your bidding strategies are concerned when it comes to the Google Display Network is that you should make use of remarketing to keep CPAs down. How this work is that you will be able to target those folks who have visited your site in the past, which means you won’t have to spend as much to get them, making remarketing an important strategy as far as bidding in the display network goes, as per the subject matter experts over at runrex.com.
Yet another tip as far as bidding strategies in the Google Display Network goes is to ensure that you start out small with bidding, test how it goes and only increase your budget when you find a winning strategy. It is recommended that you only funnel more money as far as bidding goes on the campaign that is running successfully.
The next tip we are going to look at her is that when setting aside the budget for your bidding strategies, you should also ensure that you set aside a budget for testing of your campaign, as per the subject matter experts over at runrex.com. This allows you to test the new features and options that are progressively released by Google, see which ones suit you as well as testing which keywords you should bid more on.
Another tip worth mentioning as far as bidding strategies for the Google Display Network goes is that you should avoid bidding too much on mobile game apps. This is because while you may end up getting a lot of clicks, most of them will end up being useless as they will be as a result of kids stealing their parents’ phones just to play games. When setting you budget, ensure that you don’t sink the bulk of it in mobile game apps.
The next tip we have for you here is to ensure that you bid on Gmail sponsored promotions when carrying out display advertising. This is because, as is covered in detail over at the ever reliable runrex.com, this is a very effective type of display campaign hence it is one where you should ensure your bidding strategies focus on.
Another tip we have for you is that you should keep an eye on the targeting structures you are using and whether or not they will help you optimize your bidding. While it is important to use several targeting methods like say demographic, gender, interest among other in a layered manner, you should ensure you don’t over-layer, as this will create more problems than it will help.
It is also important that you consistently monitor your campaigns, another tip we have for you, keeping an eye on the many algorithm changes Google always makes. This is because these changes may make a previously successful bidding strategy to be not so effective and thus it is important to keep an eye out so that you can make the requisite changes when this happens.
The above are some of the tips to keep in mind as far as bidding strategies and the Google Display Network are concerned, with more on this and other related topics to be found over at the ever reliable runrex.com.