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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Targeting display sites based on topics

If you would like to cast a wider net on display and show your ads to a collection of websites related to certain topics, such as travel or news, you can do so through AdWords display. This is a good option for those who are not sure what specific websites to target on display or may not have the time to research and add individual placements to their campaigns. You may also want to try this approach if you are not getting enough traffic from your display campaigns, and if your CPA goals are more flexible.

Getting ready

Think about topics that would be relevant to your business. Do not limit yourself to just the most specific topics, but try other, more loosely related topics as well as ones that your target ...

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