Optimize for Better Display Performance - Google Best Practices Video Lecture | Making the Most of Display Advertising - Google Best Practices - Marketing

- Hello world, welcome to our ongoing
video series on the
Google Display Network.
My name is Tran Ngo, and I'm
a product marketing manager
here at Google focused on
display best practices.
In this video we're going
to go over how to optimize
for better display performance.
I'll be covering three things.
First, audit your site categories
for irrelevant content.
Second, optimize your placements
with the Placements Performance Report.
Third, surface relevant technical issues
with the Account Set-up Dashboard.
First, you'll want to
audit your site categories.
Most brands would want to
exclude sensitive content,
error pages, parked domains, or forums.
You can add these exclusions
through the display network tab
of the AdWords User Interface.
Second, you'll want to review
your Placement Performance Report
to identify irrelevant or
underperforming placements.
Look for placements that are off-brand
or are consuming budget but
not driving any conversions.
If you're using Remarketing,
avoid adding placement exclusions.
If someone's expressed
interest in your business,
you want to have as few
constraints as possible.
Lastly, you can surface any
relevant technical issues
in the account setup dashboard
in the summary tab of the
AdWords User Interface.
Here you can find common
pitfalls like low bids,
inactive tags, budget limits, and more.
So let's recap on how to optimize
your display performance.
First, audit your site categories
for irrelevant content.
Second, optimize your placements
with the Placement Performance Report.
Third, surface relevant technical issues
with the Account Set-up Dashboard.
This brings us to the
end of our video series
for Google Display Network Best Practices.
I hope you enjoyed this
and can apply these tips
to your campaigns.
Signing out, Tran.