Now that you're running a Display Network campaign, it's time to evaluate your keywords and improve the poor-performing ones. Think about your keyword performance in relation to your advertising goals so that you can make changes based on getting the results that you want. Whether you'd like to increase traffic to your website or increase conversions, such as sales, try some of the following tips to fine-tune your targeting.
Example
Let's say that you're a glass artist and you sell blown-glass vases. You'd recently had a really productive couple of weeks and created a load of new, one-of-a-kind works, and posted them for sale on your website. You'd like to get as many people as you can to visit your site and look at your masterpieces.
Add more generic keywords
Try adding more general keywords to your campaign if you'd like your ad to be eligible to appear on a large number of websites. If you own a retail store, you might want to choose a general keyword like "vases" instead of a more specific keyword like "hand blown glass vases". Learn how to add keywords
Add different keywords
New keywords that are unique terms, ideas or concepts can help improve traffic to your ad. For example, instead of using the keyword "vase", try adding the keywords "flower jar" or "pitcher". These different, unique keywords can help you match your ad to additional pages on websites, which might help your ad appear more often.
Increase your bids for well-performing keywords
Increase your cost-per-click (CPC) bids for those keywords with high click-through rates to help your ads show more often on pages that drive traffic to your website. Learn more about how to adjust your keyword bids
Use keyword insertion
Keyword insertion can dynamically update your ad text to include one of the keywords that triggered your ad. Showing how closely your ads match a customer's search terms can make your ads more relevant and help increase your click-through rate (CTR). Learn more about using dynamic keyword insertion
Example
Now, let's say that you're getting lots of visitors to your website about your hand-made vases, and you'd like to focus your ads on people who are more likely to buy one of your pieces. For example, for some keywords, you might see that people are clicking your ad but aren't buying your vases. You can refine your keyword lists to focus your ads on potential customers, bearing in mind that fewer clicks can mean a lower total cost.
Add more specific keywords
Reach customers more effectively by using specific keywords that directly relate to your product or service. For example, for a hand-made vase shop, you might want to choose a specific keyword like "blown glass" instead of a more generic keyword like "vase". It's important to remember that you might not be able to reach as many people as you'd like with more specific keywords. Learn more about adding, editing or removing some general keywords
Decrease your bids on poor-performing keywords
Limit the amount that you spend on keywords that aren't performing as well as others. You can decrease your cost-per-click (CPC) bids for those keywords so that you're spending more of your budget on keywords that are performing well. Learn more about how to edit your CPC or CPM bids
Pause poor-performing keywords
If you've already decreased your cost-per-click (CPC) bids for poor-performing keywords, but you'd still like to improve your campaign's performance, try pausing or removing those keywords. You can unpause them or re-add them again when they're more relevant.
Prevent your ad from showing in the wrong places
Try excluding certain keywords from your campaign to prevent your ad from showing on websites that aren't relevant to your product or service. That way, you can avoid paying for clicks that aren't likely to lead to conversions. For example, if you run a shoe store, you might want to exclude keywords like "used" and "second hand" to prevent your ad from showing on websites that refer to used shoes. Bear in mind that if you exclude too many keywords, your ads might reach fewer customers. Learn how to exclude specific webpages or mobile apps
Enable Conversion Optimiser
Try using Conversion Optimiser, a Google Ads feature that uses your Google Ads Conversion Tracking data to get more conversions at a lower cost. (Note that your campaign must be eligible for the feature). Conversion Optimiser can help you avoid unprofitable clicks and get you as many profitable clicks as possible. Learn more about how to set up Conversion Optimiser
Use keyword landing page URLs
Drive traffic to your landing page that's directly related to a keyword by using landing page URLs at the keyword level. If you're using keyword-level landing page URLs in your search campaign, you might want to do the same for the Display Network. Learn more about how to set up landing page URLs for keywords
Tips
- On the Display Network, all keywords are considered broad match only. This means that you don't need to include plurals, misspellings and other variants of your keywords.
