Seven Steps To Ad Targeting Perfection On The Google Display Network

Since Google Adwords first launched its search advertising platform, it has evolved to include numerous other channels that deliver ads including search partners, gmail, video and display.

The Google Display Network is comprised of over two million websites and reaches over 90% of the total online audience. If you’re a skilled digital marketer experienced in setting up AdWords campaigns, then you’re likely already aware of the power GDN gives you to reach new audiences.

The following seven steps will help your display campaigns perform better than ever. Don’t have any display campaigns currently set up? Learn how to get started here.

Apply the Pareto principle.

Using the GDN, you may have seen your ads get placed on hundreds or thousands of websites -- but only a handful are responsible for significant traffic. This can be explained by the Pareto principle, or 80/20 rule.

Applied to digital marketing, they can expect 80% of their results to come from 20% of their placements, keywords, emails lists or other channels. The distribution can vary -- 70/30, 90/10, even 99/1 -- but the key point to remember is that spending your time, effort and advertising dollars on the biggest producers will yield the biggest returns.

1. Identify opportunities in your account.

The first step is finding the placements that produce the most volume. In your AdWords account, go to Display campaigns > Placements > WHERE ADS SHOWED. Make sure the date range selected provides enough significant data to work with. Three months is adequate for most accounts.

In the placements dashboard, select a metric and reorder it from highest to lowest. The most important metrics to focus on are impressions, clicks and cost. Using one of these three metrics, decide what best suits the account and determine a minimum threshold for the placements to target. If the right metric is cost, the bar might be set at $10,000, or $100 -- it depends on the size of the account. This will result in a manageable number of placements to work with. Five to twenty is a good starting point, but more can be added later.

2. Create unique campaigns for top placements.

Every placement has an audience with specific interests and behaviors. Creating a separate campaign for these placements will give you the ability to manage budgets, deliver specific ad messaging and control landing pages that are most effective for that audience.

The easiest way to do this is to duplicate the existing campaign that the placement is currently in so all of the existing settings are kept the same, and then rename the campaign.

3. Block these placements from your general campaigns.

To keep the old campaigns from competing with the new top placement campaigns, the placement URL will need to be blocked in the original campaign. The easiest way to do this is to create a shared exclusion list for the top placements and attach it to the old campaigns. This will ensure that only the new targeted campaigns will deliver ads for top placements.

4. Create ad groups with specific targeting.

Ad groups are what will really separate the new campaign from the old one. This is where placements, demographics, subjects and other targeting tools are controlled to segment the audience so specific people see specific ads and landing pages.

Let’s say the placement that is being targeted is xyz.com. It drives a lot of traffic, has a great conversion rate and performs very well overall. The site has broad appeal, so the audience is diverse.

The easiest way to start is by segmenting gender. There is more than one way to do this, but the first set of ad groups could be “xyz_female,” “xyz_male” and “xyz_unknown,” since Google doesn’t always know who is viewing the ads.

The next step is targeting gender plus age. Using “xyz_female” as an example, it would then be split into “xyz_female_18-24,” “xyz_female_25-34,” “xyz_female_35-44,” etc. Now the budget and cost per click (CPC) can be controlled for each audience, and segments that underperform or aren’t relevant can be blocked from viewing ads.

5. Design your ads.

Now that the audience is organized into neat little groups, ads can be delivered so users feel like the offer is speaking directly to them. The image, headlines and descriptions are the main elements that influence users and determine performance. Make sure each is chosen carefully so it connects with the target audience. Don’t use an image of a middle-aged man if the ad group audience is 18-24 and female (unless you’re targeting daughters who are shopping for father’s day).

It’s important to test several different ads at the same time. A minimum of three is recommended.

6. Customize your landing pages.

There’s no reason for custom-tailored marketing to end with the ad. Create landing pages that are personalized depending on the source of the traffic.

Test similar images and messages that were utilized in the ad. Using the exact same image and headline from the ad will give a consistent user experience and should result in a lift for campaign performance. The user clicked on the ad because it resonated with them. Don’t switch things up when you’re so close to a conversion.

7. Continue to segment and refine.

Once you figure out what works for the gender and age audience, you can continue to get more granular with your top performing audiences. Target or exclude people who are parents or not parents. Show ads to men 65-plus who are in the top 10% of household income.

It’s important to keep in mind that you can get too specific. If the targeted website has under 1,000 views a month for people 18-24, there’s no reason to create three dozen segments for that age range. Keep an eye on Google’s estimated reach for your targeting so you’ll be able to judge if your audience is too small.

Every industry and account is different, but if you follow these guidelines, you’ll enjoy dramatic improvements to your Google display campaigns.

Best Google Chrome Tips and Tricks for Windows PC users

Google Chrome web browser is one of the popular browsers for Windows PC. However, it has always been in news because of its privacy issues. Rather than just visiting a website, you can do a lot more using the Chrome browser on your device. It might be working with tabs, saving the web page as PDF, pinning the tabs and much more can be done in Google Chrome. There might be many things that they do not know that they can do with Chrome and in this article, I will try to cover some Chrome tips and tricks for Windows users.

Today in this post, they will learn how they can get the best out of Google Chrome. Let’s start with some basic and common tips and then move forward to the lesser-known best Chrome Tips and Tricks for PC users.

If you don’t want the world to know what you are browsing on the internet, use Chrome in the Incognito Mode. Chrome cannot track any of your browsing habits, your history, etc if you are using the incognito mode. Please note that the websites you visit can still track your IP address and other details.

To open Chrome in an incognito (hidden) mode, click on the three-dots appearing on the top right corner of your page and select the New incognito window from the dropdown menu.

Read: How to set a minimum width for Tabs in Google Chrome

If you work online and need to open a certain set of pages every day to work, you can adjust the settings in Chrome and open multiple pages in one go. Furthermore, you can also continue from where you left.

Click on the three-dots on the top right corner of your page and go to Settings. Select Start Up from the left panel and then adjust the settings according to your own preferences.

Read: Windows 11 Tips and Tricks.

We normally keep their passwords and bookmarks saved on their computer system, in fact, Chrome syncs all their details across all their devices. But what if you have to share your PC with someone. What if someone wants to use Chrome on your PC? No one would want to share the passwords, bookmarks, and browsing history with others, right? You can make them use Chrome in Guest Mode.

To launch Chrome in guest mode, click on your profile picture on the top right corner of your browser, and select Guest from the menu. This will launch Chrome in a new Guest Mode window wherein none of your passwords, bookmarks, or history will be accessible. Also, the pages you visit in a Guest window won’t leave any traces of history or cookies on your PC. It will all go as you close the Guest window.

Do you know you can cast any of your tabs with TV in a single click? Provided you have a smart TV with a built-in Chromecast. You can easily and quickly cast your screen with your TV and watch your favorite content on TV directly. You can do it in two ways-

Right-click anywhere on your open tab and select Cast or click on the three-dot menu on the top right corner of your page and select Cast. It will instantly start sharing your screen.

If you visit some apps or websites regularly on the web, you can create a quick shortcut on the Desktop. It will be placed on your desktop and you can directly open that particular app or page with a single click.

You can open any of your images in Chrome directly with drag and drop. Simply go to your Desktop and drag and drop the image in the Chrome icon. It will instantly open the image in a new window.

You can quickly search for any term, phrase, or even image on Google Chrome directly from a webpage. For example, you are practicing an article on the web and need to check the meaning or search about it on the web, you can do that directly. Simply select the term you want to search about, right-click and select ‘Search Google for” and it will open the search results in a new tab. Similarly, if you want to search about an image on any website, simply go to that image, right-click and select “Search Google for image”.

Most of the users know about it and have been using this very helpful feature of Google Chrome. With this feature, you can record and store your personal data on Chrome and the browser will then auto-fill it whenever asked for.

To save your personal information for the auto-fill option-

Go to settings  >select Autofill from the left panel > Click on Address and more and fill in your details.

We sometimes open multiple tabs while working and get lost in them. What do you do when you need to find that one tab among many others open. You can’t literally open every tab and check, neither can you remember what’s open in which tab, right? Google Chrome has a fix for this so that you can quickly jump to the tab you need.

Omnibox or the Address Bar is the fix actually. When you have multiple tabs open and want to go to any particular one, simply go to the address bar in any tab and type what you are looking for. It will show you a button to directly jump on that tab, as shown in the screenshot above.

For absolutely no reason, this feature is now removed from their beloved Chrome web browser. They earlier had a quick button to open the ‘Recently closed tab’ which was pretty helpful when they accidentally close any important tab. Well, now you can do this only via your history. To open the recently closed tab, click on the three-dots on the top right corner of your page and go to History, select Recently Closed from the context menu and there you are.

If the small letters are difficult for you to read, you can easily change the font size in Chrome. Although you can anytime zoom in or zoom out the page by pressing Ctrl and + or Ctrl and – but increasing the font size is a better idea if you have some eyesight issues.

Go to Settings from the three-dots menu on the top right corner of your page and click on the Appearance tab from the left panel. Go to Font Size and adjust it accordingly.

Just as they can open any image in Chrome with drag and drop, they can play any video too in Chrome. You simply need to drag and drop the video to the Chrome icon placed in your desktop or taskbar and it will instantly start playing your video.

Just like their computer system, Google Chrome also has its own Task Manager wherein you can check that which program is using the maximum of your internet connection. You can also check if there are some unwanted pop-ups are open in the background and end them instantly. To open the Google Chrome task manager, press the Shift + Esc keys on your keyboard.

While Google.com is one of the best-known search engines, you can still use any search engine of your choice. You can change the search engine in Chrome via its Settings easily.

This post will show you how you can add Custom Search Engine to Chrome.

Other than these interesting tips and tricks, there are some really useful Chrome shortcuts too which you must know and start using them because it really helps to Strengthen your productivity.

That’s not all, there are many more and they will take a look at them too!

When you have the Chrome browser with multiple tabs opened, then it would be very hard to see what websites you have opened. To get rid of this problem, right-click on a tab and select “Pin tab” and you could see that tab has been reduced to the size of the favicon. Now, do this for all the tabs opened and you could see all tabs easily and can access them quickly. To expand the tab to its original size, right-click on the tab and select “Unpin tab” again.

Whenever you bookmark in Chrome, it saves with the text. This would also take place on the toolbar of the Chrome browser. To save space, you can bookmark the website with its Favicon. To do so click on the star or press CTRL + D and remove the text present in Name text box and click “Finished” button. This would bookmark the website with a Favicon.

Say that you have the password-protected PDF file, and you want to share it with others without the password. You can use Chrome to remove the password from that PDF file. To do so, drag and drop the password-protected PDF file in the Chrome browser and enter the password to open the file.

Now, press CTRL+P on the keyword, and the Print dialog box gets opened. Now, click on “Change” under “Destination”.

Click “Save as PDF” under “Local Destination”.

Now, you can see that the destination has been changed to “Save as PDF” and click “Save” button to save the PDF file.

Now you can share this PDF File with others who do not require any password to open it.

TIP: How to display the full URL in Chrome always.

We all know that the History page in Chrome shows us the websites which they have visited. But, for this, they need to open the history page by pressing CTRL+H. They can reduce the time of going to history page with this small trick. Without going to History Page, to view the recently opened pages just hold and press the back button of Chrome Browser. It shows you the recently viewed ten pages. Click on the one which you want to revisit.

When they want to search for some text while practicing an article in Chrome, they just select the text, right-click and select “Search Google for”. To save time, drag and drop the text to the address bar or Omnibox of the Chrome browser. That is it. Now, your search for the selected text will be shown.

Apart from just being the address bar, Chrome’s Omnibox acts as a basic calculator. Instead of looking at Google Calculator or Wolfram Alpha, just enter the basic calculation in the Omnibox and in the auto-suggestions, you could see the result. This is really a time-saving Chrome tip. You can also perform unit conversions easily in the same way.

If you want to save any web page as PDF, then there is no need of any extra software to be downloaded. Just open the web page in Chrome and hit CTRL+P on your keyboard to open the “Print” dialog box. Just change the print destination to “Save as PDF” as they did in Tip.3 to remove the password from the PDF file. Just hit the Save button and your required web page is saved as a PDF.

Read: How to save Images using Chrome to your PC, when right-click is disabled

Google Chrome creates the cached version of every web page regularly. If you are facing a problem with your internet speed and taking a lot of time to load a single web page, viewing the cached version of web page comes handy. To get so, type “cache: website” in the address bar of Chrome and hit enter. You could see the latest cached version of that particular website.

As they already know, Google Chrome will have the data of every website you visit, and that is the reason why you could see ads of your interest. They can enable the ‘Do Not Track’ option in Chrome if you do not want your data to being sent to Google. To get that done, click on the menu button on the top right corner of the toolbar and select “Settings”.

Go to the bottom of the page and click “Show advanced settings”.

Under Privacy, check the box next to Send a ‘Do Not Track’ request with your browsing traffic and click “OK”.

Now, there is no need to install any note-taking extensions in your Google Chrome browser. Just copy and paste data:text/html,<html contenteditable> in the address bar of Chrome and hit enter. Now, you could see that the entire window under that tab is editable. Place the cursor and start typing. Is not it exciting?

These were some cool and interesting Chrome Tips and Tricks for PC users. The list however is endless, they have tried to cover the best ones here. Do let us know via comments which one did you like the most and also if they have missed any of your favorite Chrome tricks.

If you need more, you can always use the Chrome flag settings.

These tips on using the Inspect Element of Google Chrome may also interest some of you. Want your Chrome to perform better? Speed up Google Chrome browser using these tricks!

It depends on you which web browser you like to use on your PC. Some users like Firefox, whereas, some like Microsoft Edge. Google Chrome is also a good web browser. It is developed by Google and it is the only web browser with wide extension support. Because Google developed it, you can surf the internet securely. Chrome blocks malicious websites by default. But you will not get 100% protection against online threats. You can rely on a good antivirus for n increased protection.

Pressing the F12 key in Google Chrome opens the Developer Tools in Chrome. You can also open the Developer Tools in Chrome by clicking on the three vertical dots on the top right side. Now, go to “More Tools > Developer Tools.” Apart from F12, Ctrl + Shift + I is another shortcut to launch the Developer Tools in Chrome.

Need more? Take a look at these posts:

If you know any more such interesting and useful Chrome tips and tricks, then please do share with us through comments.

Suit Over Click Fraud on Google’s AdWords Tossed

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