{"id":638566,"date":"2024-09-16T15:00:00","date_gmt":"2024-09-16T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-make-your-display-campaigns-profitable\/"},"modified":"2024-09-16T15:00:00","modified_gmt":"2024-09-16T12:00:00","slug":"how-to-make-your-display-campaigns-profitable","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/","title":{"rendered":"#How to make your display campaigns profitable"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2d229c6a1b6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2d229c6a1b6\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Combine_top_middle_and_bottom-of-funnel_strategies_with_display_and_search_campaigns_for_a_more_profitable_multi-touchpoint_ad_approach\" >Combine top, middle and bottom-of-funnel strategies with display and search campaigns for a more profitable, multi-touchpoint ad approach.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Display_campaign_Your_targeting_options\" >Display campaign: Your targeting options<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Content_targeting\" >Content targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Audience_targeting\" >Audience targeting<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Top-of-funnel_display_ad_campaigns\" >Top-of-funnel display ad campaigns<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Placement_content_targeting_option\" >Placement content targeting option<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Topic_and_keyword_content_targeting_option\" >Topic and keyword content targeting option<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Affinity_audience_targeting_option\" >Affinity audience targeting option<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Demographics_audience_targeting_option\" >Demographics audience targeting option<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Middle_and_bottom-of-funnel_display_ad_campaigns\" >Middle and bottom-of-funnel display ad campaigns<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Custom_audiences_targeting_option_The_most_profitable_display_targeting_option\" >Custom audiences targeting option: The most profitable display targeting option<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#%E2%80%98Your_data_segments_audience_targeting_option\" >\u2018Your data segments\u2019 audience targeting option<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#In-market_and_life_events_audience_targeting_option\" >In-market and life events audience targeting option<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#Critical_settings_and_optimizations_How_to_not_waste_money_on_display_ads\" >Critical settings and optimizations: How to not waste money on display ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-your-display-campaigns-profitable\/#The_obvious_question_Why_not_just_use_Performance_Max\" >The obvious question: Why not just use Performance Max?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Combine_top_middle_and_bottom-of-funnel_strategies_with_display_and_search_campaigns_for_a_more_profitable_multi-touchpoint_ad_approach\"><\/span>Combine top, middle and bottom-of-funnel strategies with display and search campaigns for a more profitable, multi-touchpoint ad approach.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nIf you use display campaigns correctly, they can be profitable. <\/p>\n<p>The problem is that most people use them wrong, turn them off and then claim that \u201cdisplay campaigns don\u2019t work.\u201d<\/p>\n<p>This guide will show you how to use display campaigns correctly in all stages of the funnel to make them profitable.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-display-campaign-your-targeting-options\"><span class=\"ez-toc-section\" id=\"Display_campaign_Your_targeting_options\"><\/span>Display campaign: Your targeting options<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are two categories of how you can target people with display ad campaigns.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-content-targeting\"><span class=\"ez-toc-section\" id=\"Content_targeting\"><\/span>Content targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This option shows your ads to people that are currently on website content that you specified.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Topics:<\/strong> Topics of websites\u2019 content.<\/li>\n<li><strong>Placements:<\/strong> Hand-picked website placements.<\/li>\n<li><strong>Keywords:<\/strong> Keywords or content \u201c<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">theme<\/a>s\u201d of websites\u2019 content.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-audience-targeting\"><span class=\"ez-toc-section\" id=\"Audience_targeting\"><\/span>Audience targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This option shows ads to people regardless of the website on which they are currently viewing. The ads will follow people around like remarketing ads do, except they aren\u2019t necessarily remarketing audiences.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Demographics:<\/strong> Based on Google\u2019s data to estimate demographics, not 100% accurate, but may be worth testing.<\/li>\n<li><strong>Affinity:<\/strong> Based on interests and habits.<\/li>\n<li><strong>In-market and life events:<\/strong> Users shopping for certain items or life events, such as marriage, graduation, retirement, etc.<\/li>\n<li><strong>Your data segments:<\/strong> Customer list you uploaded or remarketing to previous website visitors.<\/li>\n<li><strong>Combined segments:<\/strong> Combining multiple segments as one targeting option.\u00a0<\/li>\n<li><strong>Custom segments:<\/strong> Custom audiences you created based on people\u2019s recent searches, recent website visits or app usage. One of the most profitable options.<\/li>\n<\/ul>\n<p>Fitting in display campaigns to your overall advertising strategy is easier than you may think.\u00a0<\/p>\n<p>Below are the targeting options again, organized by stage of funnel and with detailed explanations and examples for how to use them correctly so you don\u2019t waste money on irrelevant traffic.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-top-of-funnel-display-ad-campaigns\"><span class=\"ez-toc-section\" id=\"Top-of-funnel_display_ad_campaigns\"><\/span>Top-of-funnel display ad campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-placement-content-targeting-option\"><span class=\"ez-toc-section\" id=\"Placement_content_targeting_option\"><\/span>Placement content targeting option<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Think of it as buying ad space in a magazine that your target demographic reads or in more modern terms, sponsoring a podcast that your target audience listens to.\u00a0<\/p>\n<p>You can directly track clicks, time spent on your site, pages viewed, conversions and micro-conversions such as signing up for a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>letter, viewing the pricing page or watching a key video.\u00a0<\/p>\n<p>Top-of-funnel ad campaigns don\u2019t need to stop at just clicks, they can achieve many small or large conversions as well. Sometimes users can quickly go through the entire funnel in a short amount of time, even with one click.<\/p>\n<p><strong>Case study example<\/strong>\u00a0<\/p>\n<p>Our agency tested display and search campaigns for a client offering services for attorneys. <\/p>\n<p>Display ads on attorney news websites, used for lead generation and as the first touchpoint, generated more leads at a lower cost than search campaigns. <\/p>\n<p>Targeting websites attorneys already frequent proved to be an easy win.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"759\" height=\"185\" alt=\"Placement content targeting option case study\" class=\"wp-image-446570\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Placement-content-targeting-option-case-study.png.webp 759w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Placement-content-targeting-option-case-study-600x146.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Placement-content-targeting-option-case-study-200x49.png.webp 200w\" data-lazy-sizes=\"(max-width: 759px) 100vw, 759px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Placement-content-targeting-option-case-study.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"759\" height=\"185\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Placement-content-targeting-option-case-study.png.webp\" alt=\"Placement content targeting option case study\" class=\"wp-image-446570\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Placement-content-targeting-option-case-study.png.webp 759w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Placement-content-targeting-option-case-study-600x146.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Placement-content-targeting-option-case-study-200x49.png.webp 200w\" sizes=\"(max-width: 759px) 100vw, 759px\"><\/figure>\n<\/div>\n<p><strong>Other example usage<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Target local news websites for local services, events, restaurants, and home goods.<\/li>\n<li>Target health and wellness sites with ads for supplements, products, or fitness programs.<\/li>\n<li>Target gaming websites with ads for <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a>s.<\/li>\n<\/ul>\n<p>The potential of placement targeting for display campaigns becomes clear once explored.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-topic-and-keyword-content-targeting-option\"><span class=\"ez-toc-section\" id=\"Topic_and_keyword_content_targeting_option\"><\/span>Topic and keyword content targeting option<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is usually at the top of the funnel but sometimes performs well at the middle or bottom of the funnel.\u00a0<\/p>\n<p>For the technical setup, auto bidding is recommended since it rotates through many related sites, not a few specific websites like Placement targeting does.\u00a0<\/p>\n<p>Once the campaign has been running for a week or two, you can start to see data to block placements that aren\u2019t relevant or not producing results.<\/p>\n<p>Also, we recommend only showing on desktop or blocking all apps.\u00a0<\/p>\n<p>Often, Google will show your ads on many apps with this targeting option, which may not produce the best results, depending on the campaign.\u00a0<\/p>\n<p>If you keep apps in the targeting option, watch them very closely.<\/p>\n<p>Also, Google doesn\u2019t allow the double layer of topics and keywords or placements and keywords anymore.\u00a0<\/p>\n<p>Now it will use <em>or<\/em>, such as the topics you selected or the keyword you picked, which isn\u2019t as useful.\u00a0<\/p>\n<p><strong>Example usage<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Target website topic of <em>Homes and Garden &gt; Home Safety and Security<\/em> with ads for home security products.\u00a0<\/li>\n<li>Target website topic of <em>Pets and Animals &gt; Animal Products and Service<\/em> with ads about animal products or services.<\/li>\n<li>Target website keyword content for \u201caccounting software\u201d with ads about accounting software.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-affinity-audience-targeting-option\"><span class=\"ez-toc-section\" id=\"Affinity_audience_targeting_option\"><\/span>Affinity audience targeting option<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Great usage for top-of-funnel and awareness. These audiences will likely be a first touch point and can be paired with a micro-conversion, like getting an email address.<\/p>\n<p><strong>Example usage<\/strong><\/p>\n<p>Showing an ad for stock trading software targeting the Affinity Audience of Avid Investors (under Banking and Finance audience). The micro-conversion could be watching a demo video or signing up for the newsletter.\u00a0<\/p>\n<p>Also, it\u2019s not unrealistic to expect this top-of-funnel traffic to book a demo or sign up for a free trial. This would not be considered a micro-conversion.\u00a0<\/p>\n<p>You don\u2019t always have to build a large funnel. If a first-touch point will buy something im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely, let them.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-demographics-audience-targeting-option\"><span class=\"ez-toc-section\" id=\"Demographics_audience_targeting_option\"><\/span>Demographics audience targeting option<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To get more clarity on where Google gets their demographics data, Google explains in their <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/2580383?hl=en\">help article<\/a>. It is not entirely clear how they get this data.\u00a0<\/p>\n<p>In Google\u2019s words:\u00a0<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\n\u201cWhen people are signed in from their Google Account, we may use demographics derived from their preferences or settings, depending on their account status\u201d; \u201cIn addition, some sites might provide us with demographic information that people share on certain websites, such as social networking sites\u201d; \u201cWe sometimes also estimate people\u2019s demographic information based on their activity from Google properties or the Display Network.\u201d\n<\/p><\/blockquote>\n<p>You may have good results with targeting or blocking Demographics, but keep in mind Google is assuming the user is a \u201chomeowner\u201d or is assuming the user is \u201c18-24.\u201d<\/p>\n<p>It\u2019s not perfect, but may be worth testing.\u00a0<\/p>\n<p><strong>Example usage<\/strong>\u00a0<\/p>\n<p>You could target Google\u2019s demographic audience of \u201cParents of Infants\u201d with ads for baby products or \u201cHomeowners\u201d with homeowner\u2019s insurance ads.\u00a0<\/p>\n<p>It\u2019s not perfect data, but in the worst-case scenario, you showed a baby product to someone who doesn\u2019t have a baby or an ad for homeowner\u2019s insurance to someone who doesn\u2019t own a home.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-middle-and-bottom-of-funnel-display-ad-campaigns\"><span class=\"ez-toc-section\" id=\"Middle_and_bottom-of-funnel_display_ad_campaigns\"><\/span>Middle and bottom-of-funnel display ad campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-custom-audiences-targeting-option-the-most-profitable-display-targeting-option\"><span class=\"ez-toc-section\" id=\"Custom_audiences_targeting_option_The_most_profitable_display_targeting_option\"><\/span>Custom audiences targeting option: The most profitable display targeting option<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One great option is to target keywords and related keywords, people recently searched. This is kind of like \u201cbroad-broad\u201d match.\u00a0<\/p>\n<p>Keep in mind, it doesn\u2019t target people who searched these exact terms, but it provides a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> keyword theme to reach potentially interested audiences.<\/p>\n<p>Custom audiences can also target by websites similar to \u201cwww.yourcompetitor.com.\u201d Again, it isn\u2019t necessarily targeting people that visited that exact URL, it uses it as a starting point for a theme of websites they visited.\u00a0<\/p>\n<p><strong>Tip<\/strong>: Use one custom targeting option at a time, don\u2019t use keywords and URLs and apps all in one audience. The data doesn\u2019t show separately if you put multiple options in the custom audience at once.<\/p>\n<p>The same option is available for creating a custom audience based on the apps they use.\u00a0<\/p>\n<p>The secret is to combine this with auto-bidding. Since it follows the user no matter what website they are currently on, auto-bidding works to determine which websites and users turn into conversions for you. <\/p>\n<p>Max Conversions is usually safe, but it can be risky with high CPC search campaigns. You can later switch to tCPA or tROAS, or keep Max Conversions long-term if it works for you.<\/p>\n<p><strong>Example case study<\/strong>\u00a0<\/p>\n<p>We tested this on one of our clients in the home services industry and found that the cost per lead was much lower, and the volume of leads was higher.\u00a0<\/p>\n<p>Although the conversion rate was lower, ultimately, it generated more leads at a lower cost per lead than the search campaign.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"703\" height=\"268\" alt=\"Custom Audiences Targeting Option Case Study\" class=\"wp-image-446571\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Custom-audiences-targeting-option-Case-study.png.webp 703w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Custom-audiences-targeting-option-Case-study-600x229.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Custom-audiences-targeting-option-Case-study-200x76.png.webp 200w\" data-lazy-sizes=\"(max-width: 703px) 100vw, 703px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Custom-audiences-targeting-option-Case-study.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"703\" height=\"268\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Custom-audiences-targeting-option-Case-study.png.webp\" alt=\"Custom Audiences Targeting Option Case Study\" class=\"wp-image-446571\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Custom-audiences-targeting-option-Case-study.png.webp 703w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Custom-audiences-targeting-option-Case-study-600x229.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Custom-audiences-targeting-option-Case-study-200x76.png.webp 200w\" sizes=\"auto, (max-width: 703px) 100vw, 703px\"><\/figure>\n<\/div>\n<p>Also, we verified from the client\u2019s CRM that the display campaign did not have issues with lead quality. <\/p>\n<p>This is a common complaint about using display or Performance Max campaigns for lead gen. <\/p>\n<p>Regardless of the campaign type, always check lead quality in a CRM.\u00a0<\/p>\n<p><strong>Other example usage<\/strong>\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Create custom audience targeting users that went to your competitor\u2019s site (or similar sites).\u00a0<\/li>\n<li>Create a custom audience targeting your top three converting keywords from your search campaigns.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-your-data-segments-audience-targeting-option\"><span class=\"ez-toc-section\" id=\"%E2%80%98Your_data_segments_audience_targeting_option\"><\/span>\u2018Your data segments\u2019 audience targeting option<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The most common use of \u201cYour data segments\u201d as a targeting audience is remarketing to previous website visitors or uploading a list of previous customers. <\/p>\n<p>This is typically the bottom of the funnel since the user is nearly ready to make the decision.\u00a0The most common remarketing audience is website visitors who did not convert within the last 30 days.\u00a0<\/p>\n<p><strong>Example usage\u00a0<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Target previous customer list with an ad about a new product.<\/li>\n<li>Target previous website visitors who viewed the Pricing page.<\/li>\n<li>Target previous website visitors who viewed multiple products but did not purchase.<\/li>\n<li>Targeting previous website visitors who signed up for a free trial but have not upgraded yet.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-in-market-and-life-events-audience-targeting-option\"><span class=\"ez-toc-section\" id=\"In-market_and_life_events_audience_targeting_option\"><\/span>In-market and life events audience targeting option<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>These can work for any stage of the funnel, depending on the event.\u00a0<\/p>\n<p>They will mostly be at the bottom and middle of the funnel because they are currently shopping for something or just went through a major life event.\u00a0<\/p>\n<p>In-market can be especially effective because the user is actively researching a specific product, like a car or a house.\u00a0<\/p>\n<p><strong>Example usage<\/strong>\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Target <em>Audience of Life Events &gt; Retiring Soon<\/em> with an ad for retirement management services.<\/li>\n<li>Target <em>Audience of Life Events &gt; Recently Purchased a Home<\/em> with ads for furniture, home security, solar, yard care or home improvement.\u00a0<\/li>\n<li>Target Audience of <em>In-Market &gt; Motor Vehicles &gt; Motor Vehicles by Type &gt; Luxury Vehicles<\/em> with ads for luxury vehicles.<\/li>\n<\/ul>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-critical-settings-and-optimizations-how-to-not-waste-money-on-display-ads\"><span class=\"ez-toc-section\" id=\"Critical_settings_and_optimizations_How_to_not_waste_money_on_display_ads\"><\/span>Critical settings and optimizations: How to not waste money on display ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul class=\"wp-block-list\">\n<li>Target one option per ad group or one per campaign. Don\u2019t stuff them all in one ad group. You won\u2019t be able to clearly see what\u2019s working or not.<\/li>\n<li>Avoid using \u201cOptimized targeting\u201d or \u201ctargeting expansion\u201d in ad group settings, as it broadens your reach beyond your intended audience or content, making ad targeting unclear.<\/li>\n<li>Typically, you\u2019ll block all apps or even only show your ads on desktops in the device settings.\u00a0<\/li>\n<li>When targeting based on content, Google often shows your ads on many apps, sometimes apps that are not relevant.\u00a0<\/li>\n<li>For example, you targeted retirement content and received 500 clicks on a dating app for people in their 20s. Keep a close eye on the app\u2019s traffic, or consider blocking it entirely.<\/li>\n<li>Block bad placements frequently, like you would block bad search terms in search campaigns.\u00a0<\/li>\n<li>If needed, you can block YouTube.com or other sites that are taking all of the traffic and not getting results. This is done under<em> Insights and Reports &gt; When and where ads showed &gt; Where ads showed<\/em>.<\/li>\n<li>In the example below, most placements received a $30 to $50 cost per conversion, whereas the few highlighted in red were over $100 per conversion, so they should be blocked.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1481\" height=\"588\" alt=\"Display ads - bad placements\" class=\"wp-image-446572\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements.png.webp 1481w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements-600x238.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements-800x318.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements-200x79.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements-768x305.png.webp 768w\" data-lazy-sizes=\"(max-width: 1481px) 100vw, 1481px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1481\" height=\"588\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements.png.webp\" alt=\"Display ads - bad placements\" class=\"wp-image-446572\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements.png.webp 1481w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements-600x238.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements-800x318.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements-200x79.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-ads-bad-placements-768x305.png.webp 768w\" sizes=\"auto, (max-width: 1481px) 100vw, 1481px\"><\/figure>\n<\/div>\n<ul class=\"wp-block-list\">\n<li>Exclude irrelevant topics like gossip, tabloid news or games, as they can lead to wasted clicks if your ads don\u2019t fit those websites.<\/li>\n<li>Use negative keywords in the display campaigns.<\/li>\n<li>Exclude your remarketing audiences so the new display campaigns don\u2019t also show to the remarketing audiences you are targeting in the remarketing campaigns.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-the-obvious-question-why-not-just-use-performance-max\"><span class=\"ez-toc-section\" id=\"The_obvious_question_Why_not_just_use_Performance_Max\"><\/span>The obvious question: Why not just use Performance Max?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The simple answer is that you don\u2019t have as much control.\u00a0<\/p>\n<p>Is your Performance Max campaign appearing on a specific site your audience visits?\u00a0<\/p>\n<p>With Performance Max\u2019s limited data transparency, it\u2019s hard to know. Instead, use a display campaign to target that site directly and easily track results.\u00a0<\/p>\n<p>I\u2019m not against Performance Max, but marketers should explore other options. Performance Max doesn\u2019t always work, and running separate campaign types can be more profitable.<\/p>\n<p>\u00a0You can also test display campaigns first, then use that data to improve your Performance Max campaigns, combining it with top search keywords for better success.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Chris Cabaniss\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Chris-Cabaniss.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Chris-Cabaniss.jpg.webp\" alt=\"Chris Cabaniss\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Chris Cabaniss<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=FalconPPCPros&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/chris-cabaniss\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Chris Cabaniss has been in the online advertising space since 2009 and is the co-founder of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/falcondigitalmarketing.com\/\">Falcon Digital Marketing<\/a> Ad Agency and The<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/@falcondigitalmarketing\/\"> Online Advertising Academy<\/a> YouTube channel discussing all things PPC. Chris has managed ad accounts for Fortune 500 companies and small businesses alike in many different industries for years, focusing primarily on lead generation. In addition, he has trained other ad agencies, in-house marketing teams, PPC professionals, and many business owners in online advertising strategies. Chris actively manages ad accounts and shares his knowledge for publications in the marketing community, including the American Marketing Association, Paid Search Association, The Agency Forge, Swydo, University of Houston Marketing Program, and more.                 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/display-campaigns-profitable-446568\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Combine top, middle and bottom-of-funnel strategies with display and search campaigns for a more profitable, multi-touchpoint ad approach. If you use display campaigns correctly, they can be profitable. The problem is that most people use them wrong, turn them off and then claim that \u201cdisplay campaigns don\u2019t work.\u201d This guide will show you how to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":638567,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Display-campaigns-arent-dead-most-people-just-use-them-wrong-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[123333,142591,107942],"class_list":["post-638566","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-display","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/638566","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=638566"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/638566\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/638567"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=638566"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=638566"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=638566"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}