How to Scale Traffic on Google GDN?
There are only 2 ways to scale on any display traffic source.
- Outbid – pay more than everyone
- Outperform – work harder and optimize more than competitors
Display Ads Formula: Campaign impression share + budget + bids + Creative CTR
The higher they are, the more money Google makes
Help Google make more money!
- Outbid everyone with Bids & Budgets
- Outperform everyone with your Creative CTR
How? Create better ads than your competition and always be testing
Save banners that appear on frequently visited websites. Test different creative ideas.
Display Ads Creative Trick: Google disallows a button on the image banner that is larger than the logo. The workaround is running responsive ads where the image or the banner is the actual button.
Creative: Blending in vs Standing out
Visit top spending placements and create custom ads for Whitelist placement targeting. Similar to search feed campaigns where ads are created to match the intended keywords.
How to Gain More Impressions on Google GDN?
Build multiple ad campaigns with all available targeting methods and all available creative formats. Expand into other countries since approximately 90%+ of all websites on the internet operate Google Adsense.
How to Optimize Placements on Google GDN?
- Google Display has “Pay-Per-Conversion” option
- Once a native ad account becomes eligible, you can turn this option on and stop optimizing
- Monitor quality of traffic very carefully
- Ads may start serving less or stop serving over time
- Exclude IP ranges including VPNs, bots, click farms, etc.
Display Ads Bidding Strategy
- Start on Manual CPC or MaxClicks
- Bid high initially and walk down
- Bid low and walk bids up until traffic flows
- Gather enough data and turn on autobids (e.g. MaxConvertCPA)
- Algorithm will optimize non-converting traffic out
- Display Campaigns have true pay-per-conversion option
Tip: Turn on ‘Aggressive Expansion’ after, can even try to turn Mobile Apps back on, and then monitor quality of the Native ads
- Because we now have multiple campaigns with the same goal, use Portfolio Bidding strategies which pools conversion data together for the algorithm. This should help make better decisions than making decisions campaign by campaign. Portfolio Bidding strategies are also effective for search arbitrage campaigns.
- Take high performing campaigns and convert them to brand or topic keywords for search campaigns.
- Convert search campaigns to display campaigns to create targeted keywords for text related ads. This would be a starting point and then layer on display based creatives such as images, etc.