Back in 2014, Google AdWords released the Display Select Keywords option, and it has taken a few years to really pick up steam. However, it is an extremely powerful tool to use when embarking on a paid search campaign, and we think everyone should be taking advantage of it.
In short, Display Select Keywords is a type of PPC campaign that shows your ads based on the other content of the website and not strictly on your target market. In other words, instead of showing an ad on a site that your target market visits, it will show the ad on a site that is offering a complementary product/service. So instead of your plumbing services ad showing up on a site selling electronics, it will show up on an article about how to fix plumbing problems. By showing your ads when they are actually relevant, Google reports that you can experience up to a 15% increase in your conversion rate.
Using this feature in your PPC campaign is beneficial for many reasons:
In your traditional PPC campaign, it is all about keywords; however, with Display Select Keywords, you have many more targeting options at your disposal. You can mix and match the following targeting options to help you get your ads in front of an extremely qualified audience:
Finally, after choosing your targeting options, you will want to take the time to exclude the sites you never want your ad to show up on. You can do this by specifying exact URLs, noting the keywords you don’t want to be included with (like scam, rip-off, etc.), or the overall topics you want to avoid (such as gambling, mature audience content, tragedy and conflict content, error pages, etc.).
By integrating Display Select Keywords into your AdWords campaign, you can make sure your ads only show up on relevant webpages, improving your ROI and increasing your conversions. To learn more about how to make Display Select Keywords work for you, contact Zero Gravity Marketing now.