Display KeyWord Select – 35% more chance of conversion
Google is constantly improving its advertising services in an effort to provide marketers with the most effective tools for conducting promotional activities on the Internet. One of the more interesting innovations in this regard is Display KeyWord Select.
DSK is an enhanced Google AdWords algorithm that can be used on the ad network (and only there). Its distinctive feature is that it displays ads only when it predicts that it might result in a click and a conversion (e.g., making a purchase, registering, sending an inquiry, etc.).
According to data shared by Google, the use of DSK increases the chance of conversions in our campaign by 35%.
How do you get DSK up and running?
At the moment, Display KeyWord Select is not available on all accounts. To get it, you need to report to Google’s support and ask them to enable it. Once this is done, the matter is now simple.
First, you need to create an “Ad Network Only” campaign. Then indicate that we want to use DSK in the ad group. The next step is to select keywords suitable for our campaign. And that’s basically it, except maybe once we’ve collected the right number of conversions, it’s still worth running the CPA conversion optimizer.
What is worth paying attention to when setting up a campaign from DSK?
Google gives several hints in this regard.
- it is worth choosing the best converting keywords so far (of course, this is possible only if we had previously launched a campaign in the ad network with keyword targeting)
- it is worth using text and graphic ads
- it is worth using CPA rates
- it is worth using a conversion optimizer
There are also things we should avoid.
- it is not worth using ambiguous words
- it is not worth using too many exclusionary words (no more than 50 per group)
- it is not worth using keyword matching
- do not use too narrow geographical targeting and very low rates
Pawel Bak
SEM Specialist
