What is the best way to create display campaigns?

[rwilson]

What are some best practices when it comes to creating display/content campaigns? I try and follow Google's iPhone example, describing my product or service in 50 words. Are there any tricks to improving ad placement? does keyword type matter? (broad, phrase, exact)

[briggidere]

Match types don't matter on the display network. I find the best way is to get your target themes organised and then create a direct, related and audience adgroup for each theme.

Eg; widget, widget repair, webmasters (webmasters are all talking about widgets)

I normally use 5-15 targeted terms (with at least the 1 most important term in all 3). Google doesn't use individual terms from the adgroups but they create a theme using all of them, from which they match up to their placements.

You will want to use negatives as well to try to keep your ads off the less relevant sites.

I'll use a mix of text and graphic ads and then optimise the campaign accordingly.

I hope this helps

[rwilson]

Themes is a good way to describe it! tightly organized terms. I think I may reduce the amount of keywords in my campaign to make it tighter. As it is I'm showing up on a lot of websites... Negative keywords could help reduce this too.