You, Google and the Display Network – Making the Most of Contextual Keyword Targeting

By Kye Mou April 21st, 2011

Reaching over 640 million internet users per month through Google’s Display Network, formally known as Google’s Content Network, is easy.  Reaching those internet users that are relevant is hard, and often a seemingly daunting task.  Understanding how Google manages and operates their Display Network is critical in ensuring healthy and optimized content campaigns.  Google allows advertisers to target audiences through keywords, placements, categories, remarketing and topics.  Our discussion today focuses on keyword targeting.

For direct response and branding content campaigns, effective campaign build-out and execution of best practices can mean the difference between millions of wasted impressions and thousands of qualified clicks.

When constructing or expanding Google content campaigns, keep these thoughts in mind:

1. Nature of the Beast
2. Drawing Up a Game Plan
3. Execution is Key
4. The Network Never Sleeps

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