Display advertising is one of the most effective ways to get new prospects and spread a word about your products and services.

Marketing Land columnist Jacob Baadsgaard has shared three ways to help marketers improve their display advertising performance.

On picking the right placements for ads, Baadsgaard says, “When it comes to display advertising, Google wants you to get impressions… lots and lots of impressions. However, they don’t really care whether or not those impressions actually turn into paying customers. You get an impression, they get paid, and they’re happy.

As you can probably imagine, that means it’s in Google’s best interest to make setting up a display advertising campaign as easy as possible. All you have to do is put together a few ads, create a campaign in AdWords, pick a topic to target, and your ads will pop up all over the internet.

For example, a business with a marketing-focused SaaS (software as a service) product like Moz or Salesforce might look at their topic options and go with “Business & Industrial > Advertising & Marketing > Marketing.”

Seems pretty rational, right? I mean, they’re selling marketing software, so targeting the “marketing” topic makes a lot of sense”.

Display advertising: 3 ways to improve your campaign targeting

Marketing land

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