Google Search and Google Display work together to help marketers increase conversions in Google AdWords campaigns. Google’s Display Network is huge, with more than 4 billion daily page views, 700 million users each month, and it reaches more than 80% of the online audience However, there are many marketers who fail with Google display marketing which is mainly due to trying to reach incorrect goals, or they do not understand how all the targeting options work. To effectively manage a Google Display Campaign, there are a number of important factors to consider. The following is a list of strategies to help you get the most out of your Google Display Campaigns:
Keyword Performance: When using keywords in display ads, all the keywords are treated as broad match. Therefore, if you just copy over your search campaigns, you will take out duplicate keywords, even if there is more than one match type. This is because they will be read as the same keyword. Phrase match gives you much more control over your ads than Broad match.