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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Chapter 8. Running Display Ads

In this chapter, we will cover the following:

  • Creating an automatic placements campaign
  • Creating a managed placements display campaign
  • Researching and adding display placements
  • Targeting display sites based on topics
  • Excluding irrelevant and poorly performing placements
  • Avoid displaying your ads on certain pages
  • Excluding categories of sites and potentially sensitive topics
  • Adding image ads to display campaigns
  • Creating rich image ads with Display Ad Builder
  • Analyzing relative CTR to benchmark display performance

Introduction

The Google's Display network (GDN) helps advertisers reach a greater audience through ads that show on websites outside of Google.com, such as news, blogs, and a variety of popular or niche websites. The ...

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