Online Advertising: Find the Best Websites?

This article discusses how to find the best websites to advertise on, asking this question:

There are over 2 million websites in the Google Display network so how in the world do you narrow down that list so that your ads are only displayed to prospects most likely to buy your product or service?

Source: Find the Best Websites to Advertise On | Main Street ROI

In summary, the article suggests 3 things:

  1. Placement research, where ‘placement’ means “the exact webpage where your ads will be displayed”, using Display planner and “relevant keywords” to find websites.
    Comment: I don’t know that I’d want to research over 2 million websites in the display network and you can’t predict which¬†keywords will be associated with your product.
  2. Competitor research. Not sure that I agree with this advice either. They say you should see what’s working for competitors and possibly mimic that behaviour. That’s fine for big players, but as a niche player I’d want to differentiate my product and offer in unusual places, too small for them to be concerned about.
  3. Campaign Performance Review.It’s always good advice to review performance, but that’s not part of the strategy itself.

If you host ads, Adsense gives some very useful information about effective placement:

In the example, Electronics is delivering only 0.2% of earnings with 3.5% of impressions, yet Business delivers nearly 12% (60x) of earnings with twice the number of impression, a performance which is 30x better. By blocking Electronics, impressions would go to higher-performing categories.

Google needs to provide this sort of information to Adwords customers as well.

But in the meantime, how do Advertisers harness information from Advertising effectiveness to achieve better placement? Good question – maybe the subject deserves an article.

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