Online marketers spend a considerable amount of time strategising to determine which audiences and sites they wish to target with their Display or Remarketing campaigns to ensure their campaigns meet their objectives. Many create great ads. One aspect of their Display advertising strategy which they may not be spending sufficient time exploring (or have completely forgotten about) is using exclusions in their Display campaign.

Not using Display exclusions isn’t just about reducing the cost of wasted impressions and/or clicks. Without a comprehensive exclusion strategy in place, advertisers are potentially risking their ads being present across websites which may be unfavourable or a conflict for their brands. You definitely don’t want your brand to be used as a case study for why you should use exclusions!
Thankfully advertising on the Display network has just as many options to exclude certain sites or variables as it does for targeting.

These methods of exclusion include:

– Campaign keyword exclusions (allows you to exclude keywords based on the type of site content they consume).
– Campaign placement exclusions (allows you to exclude individual sites which you know you definitely don’t want to target).
– Campaign topic exclusions (allows you to exclude site topics that aren’t relevant to your advertising strategy).
– Campaign audience exclusions (allows you to exclude so there is no overlap between various remarketing lists).
– Site category options (allows you to exclude based on site category, including commonly excluded sites – think sexually suggestive, profanity or military).
– Campaign demographics (allows you to exclude based on gender, age and parental status).

Quick Tip: Campaign placement exclusions

Regularly reviewing your Display or Remarketing campaigns site placements is highly recommended.

Doing so will allow you to:

– Identify potential high converting placements which might be suitable for manual placement targeting.
– Identify sites which may not be relevant to your product or brand that you’re advertising (even if you have a number of topic and category exclusions in place).
– Identifying low engagement sites with high bounce rates which may be leading to wasted reach/cost.

A potentially efficient way of checking your ads site placement regularly to identify potential sites to exclude is through setting up a Custom Report in Google Analytics. Doing so, you can simultaneously monitor variables including placement domain, user sessions, bounce rate and even conversions to identify sites which may not be effective in achieving your desired outcomes. You can also set up to have this report automated and emailed to you at regular intervals to ensure you stay on top of your display placement optimisation.

Using display exclusions will allow you target your audience more effectively and ensure your budget is being spent in the best way possible. For more information contact the team at Search Factory today.