The key to setup a performing ROI based display remarketing campaign is to properly segment your audiences and ad groups.
Summary Keyword Targeting on the Display network does not behave the same way as on the Search network. Because of “Extended Keyword Match” your ads WILL display on pages that DO NOT contain your keywords. In particular for low volume keywords. Even when using phrase or exact match. Pausing / Un-Pausing an AdWords Campaign triggers a Reset or Recalibration which […]
If you are running a Display or Retargeting campaign you have probably been exposed to View Through Conversions (VTC): View Through Conversions are conversions where a customer saw — but did not click — a display ad on the display network before completing a conversion. There is a lot of debate on if you should count View Through […]