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Display campaigns can become expensive if you’re paying for clicks from people who aren’t interested in taking up your offers. These may include: children or others who are clicking by accident, people from overseas, competitors who click your ads to make you pay more (yes it happens), people looking for employment, or people who are merely curious, but not really that interested.

CPCs (Cost Per Click) in Google Display can be really low, but if only a handful of people clicking on your ads are valuable to you, then you will get poor ROI from Display.

Did you know you can change how you pay for your ads, so that you only pay for people who click and then interact?

Here’s a few tips for getting around this issue.

    1. People don’t typically buy immediately after clicking a display ad. They are more likely to explore your website, sign up for an email promotion or look at prices at this stage, since they are so early in the sales process. Set a conversion for Display that is realistic for the stage these users are in. I recommend setting a conversion for users who stay longer than 1 minute after clicking through from Display.


    1. Create a custom conversion set just for your display ads. Add your early funnel interaction to this conversion set, along with transactions, lead generation etc.


    1. Set your bidding to maximize conversions initially. Most of the conversions will be engaged users and not transactions, but that is fine for Display.


    1. Set your geographical region, and set it to people “in” the location, not people “interested in” the location to prevent getting clicks from overseas.


    1. Once you have more than 100 conversions in a month, your display ads should be eligible for a “Pay Per Conversion” bidding type. Select this and choose how much you want to pay for a person staying more than 1 minute. Once this setting has been configured you’ll no longer pay for clicks – instead you’ll be paying for people who stay longer than a minute.


    1. If you have a large budget and a lot of people coming to your website, change to pay for a larger conversion such as users adding to cart, users who stay for more than 3 minutes. If you sell a lot of product, you may even want to set a Pay Per Conversion for transactions, but keep in mind that Google will pull back your impressions if they don’t think they will get a return on displaying your ads, so don’t make it too hard for Google to get paid.


    1. If you suspect your competitors are clicking your ads, you might try software that tracks your users IP addresses and then you can block certain IP addresses from all your campaigns.


This tip and many others are found at https://www.petramanos.com/category/tips/

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

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Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020