Clickthrough rates are often lower on the Display Network, because it can be harder to get a reader's attention. If you’re showing your ad on the Display Network, you can set a Display Network Max. CPC bid for clicks that happen just on the Display Network. Similar to how you would evaluate keywords, if your ads perform well on certain placements, you can consider raising the bid for those placements. You can also set bid adjustments to increase or decrease bids for different targeting methods.
Instead of paying per click, you can pay by the number of times your ad is viewable. That's called cost-per-thousand viewable impressions (vCPM) bidding, since you only pay for every 1,000 times your ad is measured as viewable. If you're mostly interested in getting your company's name or logo in front of lots of people, this is a smart option. Learn more about vCPM bidding
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