• Chris Zaharias

    Great data, Matt, thanks for sharing. The controls are there, but too few use them.

  • http://www.annehaynes.com AnneHaynes

    Matt, I’m going to need to look back at the entire series to makes sure I haven’t built too many layers. Your right it’s really hard to know what works and what doesn’t work. The search space is very much like an onion, peel and measure, peel and measure etc. I log everything I do to my campaigns by date isolate what’s working and what isn’t. Even with my percision details I can still be stumped. Oh joy anomalies…. Great Post!!

  • http://twitter.com/mvanwagner Matt Van Wagner

    Thanks, Anne. If you want to trade notes on what you’ve tried that’s worked, and what hasn’t, drop me a line or give me a ring. Your discipline in detailing your account history is the key to moving forward – good stuff.

  • http://twitter.com/trenoult Thomas Renoult

    Hi Matt, Thanks for this good post.
    In your “harvesting campaign”, when you are using Topics and Topic Exclusions in addition to Keyword + placements, is it to be sure your ad to appear on the right topic of the placement as one site can have multiple topic?

  • http://twitter.com/mvanwagner Matt Van Wagner


  • Lauren

    Hey Matt- In regards to #2, can I ask why you break out managed and automatic placements into separate campaigns? I typically just set my bids for managed placements higher than the display keyword bids and allow both managed and automatic to run in the same campaigns / ad groups. Just wondering what the benefits are to breaking these into separate campaigns vs just bidding exclusively for the managed placements within the same ad group

  • http://twitter.com/mvanwagner Matt Van Wagner

    Great guestion, Lauren. I think the big advantage we see is cleaner management lines between milking the best sites while keeping an eye out for new opportunities.

    Actually, in our feeder campaigns we do change automatic placements into managed placements ‘temporarily’ for sites that are starting to show promise, but not yet enough performance to manage separately.

    However, once a placement shows reasonable performance (volume & conversion rate), we prefer to move it into a managed campaign, so we can focus in those placements with different targeting tactics, ads, and landing pages.

    This helps enforce a process of continuous improvement in our display campaigns. We protect and fine-tune these ‘golden’ placements, while still using the feeder campaigns for discovery of new sites.

    BTW, when we move it into managed placements campaign, we also we also exclude that URL(s) from the automatic campaign so we keep it all clean.

  • Pat Grady

    that’s worth repeating! The controls are there, but too few use them.

  • Hector

    Hi, Matt, thanks for your experience, I have a question, for “harvesting campaign” you mentioned, how do we bid it? I mean, now I have Display network keyword and automatic placement, when I adjust their bid, do I need to consider about placement’s performance? Thanks

  • Internet marketing

    Hi, Great post, very helpful information are shared..Thanks