Articles in the Display Advertising Category

Advertisers have a lot of options when it comes to creating targeted display advertising campaigns. From making use of existing tools like the Google Display Network, to doing your own targeted ad buys, learn how you can integrate display advertising into your online marketing mix while maximizing budget and ROI.

October 24 2007

How to Optimize Your PPC Campaign

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Lately I’ve been hearing the same question from a lot of my clients, “What do you do to optimize my paid placement campaign?” Well at this point of my career, I don’t feel I’m ready to give away the formula to the secret sauce, but I would like to give our readers some pointers. This will be part of a five-part blog, that will give tips on things to look for when making tweaks and “cutting the fat” from your campaigns. The best way to get top performance from your campaign is to start optimizing when you first launch. The first data you see is a great way to predict where the campaign is headed.

#1 Make Sure Your keyword Avg. Position is where you want to be.

When first launching your new PPC campaign, give your campaign a few hours before going in and making any changes. If you’re bidding at $0.50, you can then go in and see where your ads are showing up based on the keywords you chose to run and begin to get an idea of how competitive your keywords are. If the average position for your keywords is higher then ten, you’re probably not getting many clicks or impressions. If your goal is to sell your products, generate leads or get users to sign up for a newsletter, you need more searchers to see your ads to give your ad more chances to be clicked on. The best thing would be to raise your keyword bids to $1.00, but only for those keywords that are over an avg. position of six. This should raise your average positions which will provide you more impressions and more clicks. To keep from overspending, you may want to lower your daily spend.

My second recommendation will be posted in my next blog which should be up in early November

September 24 2007

Monitoring and Optimizing the Content Network

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Contextual Advertising is a program in which advertisers’ paid listing appears on web sites containing content relevant to the listings. It’s another method of distributing paid listings by search engines as opposed to the traditional means of inserting them into search results. In traditional search, advertisers choose relevant keywords and then bid on them.

Searchers enter queries, and if the advertiser has chosen that keyword, then the ad is shown. This creates a one to one matching which is straightforward to monitor and optimize. This process is different for the contextual advertising. Here, the engine analyzes advertiser’s entire keyword list and ad text in an ad group, assigns a theme to that ad group and then matches this theme to sites in its network.

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July 20 2007

Going Contextual?

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Contextual advertising according to www.webopedia.com is advertising on a Web site that is targeted to the specific individual who is visiting the Web site. A contextual ad system scans the text of a Web site for keywords and returns ads to the Web page based on what the user is viewing, either through ads placed on the page or pop-up ads. For example, if the user is viewing a site about sports, and the site uses contextual advertising, then user might see ads for sports-related companies, such as memorabilia dealers or ticket sellers.

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