• Pat Grady

    Excellent! There’s gold in them thar hills!

  • http://www.authoritybuzz.com/ Authority Buzz

    On average, what do you find converts better in display advertising? Text ads or image ads?

  • https://twitter.com/sanketpatel Sanket Patel

    Great post about te selecting keywords for add group, i think PPC marketers must be know these all points. Keywords are key of generating conversions in this post you described detail explanation about the keyword selection but PPC is not suitable for small business owner.

  • Gatting Roche

    Highly Informative piece of article. It took us deep into display advertising..

  • http://twitter.com/bgtheory Brad Geddes

    I find they both convert roughly the same. I often find the difference in display vs text is the CTR. Image ads have a higher CTR than text ads.

    I do find that using lots of images can help with overall branding goals where text ads have so little recall that they usually don’t help with a consumer’s recall value of your brand.

  • http://twitter.com/bgtheory Brad Geddes

    For small business I really try out max out search (desktops and mobile) before really getting into display. If their entire budget can be spent on search – I usually do so.

    I find that phone calls for service based businesses can be really hard to generate with display. For autodealers, I’ll try a video and schedule a time to test drive a car (softer conversions). For others, I find its easier to focus on the contact form rather than the call for SMBs.

    This is a very general statement, but overall, I find that display works better for online focused companies & conversions (email, whitepapers, etc) that for getting someone offline.

    I usually find more success with SMBs on display by trying to get the user into your CRM and then have a rep follow-up with the contact or send an email to the contact, etc rather than take a user who might not be in the buying cycle and have them go all the way to commit to talking to someone on the phone.

    That’s not to say you can’t get phone calls from display, I see it in insurance all the time; but it can be more difficult for a plumber and electrician to do so.

  • Justin Sous

    I completely agree. I’ve been focused on this niche for several years now, and I just can’t ustify the move into display quite yet. The ROI and cost per call is great on the Search network, and I just can’t fathom display contributing a similar value. It’s also difficult to convince a client to be a “test subject” and using their money for display. Thank you for your input!

  • http://www.facebook.com/revaminkoff Reva Minkoff

    Thanks Brad! Have you noticed the new feature in AdWords where the display network is now crediting conversions to specific keywords? Does that mean Google is moving even more to a theme based approach? (the ad group recommendations, encouraging category targeting, etc.)

  • http://twitter.com/bgtheory Brad Geddes

    The stats by keyword (which has always been around if you used valuetrack and tracked it yourself) is Google trying to show that they are putting more emphasis on individual keywords and less on the overall themes.

    I find that both can still work; but its hard to tell for how long they will both work until either individual keywords take over, or you’ll need to use multiple targeting types (keywords and topics perhaps) to reach users with a theme approach.

  • http://www.fuzzone.com/ Kunle Campbell -Fuzz One Media

    Hi Brad – great quality article as usual (I actually bookmarked it and finally got around to reading it today).

    I do have a question though.
    When starting out a fresh display network focused campaign, would your Ad rotation settings be:

    1. Optimise for clicks: Show ads expected to provide more clicks
    OR
    2. Rotate evenly / Rotate indefinitely
    OR
    3. Optimise for Conversions

    And why?

  • http://twitter.com/bgtheory Brad Geddes

    I always start with rotate evenly (indefinitely is usually my choice) so all the ads get equal exposure so I can get an idea of what message/offer really is doing best.

    I can’t count the times the higher conversion rate ad had a terrible CTR so little conversions Or the times that the highest CTR ad didn’t convert. So I always like to test a bit first.

    With display, especially if you use images of multiple sizes and text ads, the delivery will not be even. That’s due to the ad sizes available for your auctions, etc. So rotate really only works well if you have at least two text ads and two ads of each size.

    Hope that helps,
    brad

  • http://www.fuzzone.com/ Kunle Campbell -Fuzz One Media

    Thanks for the response Brad.
    One more follow up question…

    How much time would you test or set up Ad rotation to rotate evenly?
    A couple of weeks?

    Or are your rotation settings *always* on rotate evenly?

  • http://twitter.com/bgtheory Brad Geddes

    Unless its a special case (like a publisher who just wants the most traffic as they are selling CPM); I leave rotate on almost exclusively. I’d rather take control over pausing the ads, choosing a winner, etc than let Google do it as they choose highest CTR/CR and I want the highest profits – different goals.

  • http://www.facebook.com/manueldvmoreira Manuel Moreira

    The display network is hard to work with, that’s for sure. I usually do my targeting with keywords only and the less the better (but this really depends on the type of campaign, be careful with that). Weird? Not so. Just experiment, I find this to be the best way. Otherwise, I just get no ad views and thus, no clicks and no conversions whatsoever. Been there and done that.