This article was written by Ted Dhanik.
Display advertising puts your banner on a highly trafficked website. It’s up to you to optimize for conversions, and you use placements to do that. Placements refer not just to where your ad is placed on a page, but which sites will actually run the ad. In order to maximize your returns, you will need to carefully adjust those placements so you are gaining traffic from motivated buyers.
Search and banner advertising are equally valid methods of buying media, but you need to make sure you are using the right one for your ads. Search advertising is more about keywords and copy, where as banners are more about colors and images. When you separate campaigns, you discover tricks like adjusting copy to match your text ads. You are also targeting a completely different audience using display ads, so it’s best to focus on them in their own ad groups.
Use Negative Keywords
Negative keywords help you narrow down the broad match results you pull in without specifying keywords. If you want to sell hiking boots, but you already sell different kinds of boots, you can specify the type of boots you want to sell by excluding those you don’t (like –construction or –waterproof).
When you adjust the targeting methods you use to gain impressions, you will see your traffic dip but your CPA should lower as well. The idea is that you want to apply what you know about your audience to your managed placements. If you know people from New York need your service and register for it frequently, try setting up a campaign just for New York and localize it.