Display Campaign Launch

After a display campaign launch, they will often burst in an erratic serving pattern during the first 2 or 3 days after launch. This varies by ad platform and campaign design. Average-size display campaigns usually developing a consistent serving pattern within a few days of launch.

Once a display campaign stabilizes, we look for major issues such as a single targeting method or ad group consuming excessive ad spend. We monitor the audiences that pull the campaign into auctions.

Typically we make a series of corrective adjustments across our display campaign post-launch checklists, dialing the campaign into the type of serving pattern, or “orbit” that we’re looking for.

Before conversions have occurred in sufficient quantities to use for optimization, display ad click-thru-rates (CTR’s) can serve as proxies for more important conversion-related KPI’s.

Conversion tracking is checked for functionality and accuracy. Geo-targeting is monitored for any anomalies, CPC’s and Quality Scores are checked for any out of line behavior, and the entire campaign is scanned for any error or warning indicators.

This post-launch optimization phase usually lasts 3 to 6 weeks, for an average scale display ad campaign. Coming out of this phase, the campaign has moved onto some form of automated bidding, and is reaching its highest levels of performance since launch.

Related Posts

ppc hero conference

PPC Hero Conference 2022

  The PPC Hero Conference The first in-person conference (The PPC Hero conference) on paid search advertising was held on Monday, Jan 31, and Tuesday, …

Read More →
Mobile Responsive Search Ad

Google Seizes Control of Search Ad Copy By Eliminating Extended Text Ads (ETA)

Last year, Google announced that they will shift to the “responsive search ad” format only within search campaigns, by eliminating extended text ads on June 22, 2022. Now that the day has almost arrived, it appears we’re seeing a preview of it now. 

Read More →
5 Keys To Developing High Performance Search Ad Campaigns

5 Keys To Developing High-Performance Search Ad Campaigns

Steve discusses 6 things to consider when deploying an eCommerce Shopping Campaign starting with “Smart Shopping” Campaigns vs. Standard Shopping Campaign

Read More →