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PPC Display Campaigns for Lead Generation

When launching PPC Display campaigns, most of the times we know it is not profitable if our aim is to generate leads. Therefore, we do not even think about launching one of this kind as we assume it will not be profitable. But, have you tried to apply sepecific segmentations for your Display campaigns?

Generally, when creating a Display campaign, it is because we have one of the following type of goals in mind. We will proceed by briefly explain the three of them and focusing in the last one, lead generation.

objetivos display

The first aim is for achieving awareness. Branding campaigns aim to raise awareness of our brand and or supporting the rest of our active campaigns. This kind of campaign, is very useful when we aim for a large audience and our brand is not as known yet as for getting visits from SEO. The aim for this type of campaign is to get the most impressions with the stablished budget.

The second campaign type is to influence the impacted users opinions’. With this type of campaign, not only we want to print our ads, but also we want to get visits to a specific landing page.  Our goal with this kind of campaign is to get the most clicks with the stablished budget.

The last kind of campaign is oriented to obtain leads or, in other words, to generat actions. This campaign with this type of goal may seem at first glance not very feasable or worth it. Generally, Display campaigns are known for having a very low CTR percentage and known by not being recommended when looking for obtaining new leads. Following, we are going to give you some guidelines in order to optimize your Display campaigns focused on gaining new leads.

1. Keywords

If you really want your ads to be printed only to those users who are interested on what you are advertising, you should consider adding keywords related to your business in your Display campaigns. In order to do so, you could duplicate a Search campaign and change the settings to Display, that way you will have the same structure and have your keywords sorted by subjetcs.

By using relevant keywords and adding negative keywords in your campaigns, you can avoid unnecessary clicks from those users who are not interested in your product or service.

2. Use the age and sex segmentation

In most of the situations, we are not interested in showing our ads to all ages and sex. Do not forget that this kind of segmentation is possible when launching a Display campaign. As well, in order to reaffirm our selections, we can add negative age groups and genders that are not interesting for us. Regarding the exclusions, it is not recommended to include the “unknown” group in your exclusion list for both age and sex. If you do so you will be losing a large amount of audience.

In the end, by applying these two segmentations, you will be able to increase your CTR by printing your ads to a specific segment of the overall audience.

3. Locations and site category options

By using this option, you will be able to increse your profitability which would have been lost otherwise.

• If our landing page is not responsive or you do not want to show your display ads to mobile devices, you will need to set the mobile devices bid to -90%
• When you do not want to show your ads in landing pages related to gamming, violent content or others, you will need to select your adgroups and exclude those topics in Site category options.

ubicaciones y opciones

• You can do the same for excluding placements in your Display campaigns. There you are able to add as a negative all those sites you do not want your ads to be shown. Generally, there are two locations which, depending  your business goal, are not profitable since they consume a lot. Beware the following locations and consider whether they are profitable or not.


4. Topics and interests

By using topics and interests you can segment your audience even more. Firstly we are going to briefly define both since most of the times it can be difficult to diferentiate them.

Topics segmentation: Topic segmentation allow you to place your ads only in those pages which are directly related to the topics you have selected. Moreover, if you also add keywords to those campaigns, you get even more relevance between your ads and your audience. As an example, if you have the keywords “green apples” and as a topic “groceries”, your ads are likely to appear in sites with that topic and probably where green apples appear.

Interests segmentation: The difference between this and the previous segmentations is that, interest segmentation will allow your ads to appear to all those users who have shown a previous interest in the chosen topic. Therefore, it is not necessary that the page where your ads are shown contain the same chosen topic.

Once we know the main difference between those two, we will be able to chose the most suitable one and test whether one is better for our business goal than the other.

5. Do not forget to schedule your ads

As you probably do in your Search campaigns, you should schedule your display campaigns. Our advice is that if you decide, you do not want to show your ads at a certain time, instead of pausing the campaigns during a period of time (even if it is short), you should reduce your bids to -90% . By experience, we believe that Adwords takes into account the historical data and therefore, it is better to reduce the cpc bid instead of pausing your campaigns compleatelly.

6. How do I optimize my landing page for PPC campaigns

As we know, a proper landing page is 80% for achieving a conversion. If you are interested on optimizing your landing page for PPC campaigns, click here!

Consider our advice and adapt them to your business goal. Start with small targets and increase your relevant audience gradually in order to achieve the highest volume of relevant traffic and conversions. That way, you can have more control on your budget  and your stats.


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