Understand and control every dollar you spend: Legacy Learning This strategy will work for any business that wants to manage their budget effectively. How Google Display Network helped

What Legacy Learning did

Legacy Learning chose a small group of keywords that were directly related to their educational courses.

Learn guitar

Google Display Network feeds your keywords into its contextual targeting tool, which automatically places ads on relevant websites.

Guitar instruction Guitar lessons Guitar lesson DVD

Contextual targeting After two weeks, Legacy Learning looked at the top 20 sites where their ads were running and analyzed their cost-per-acquisition.

Dashboard

Google Display Network’s reports offer deep insight into your campaigns’ performance. Integrated reporting

Legacy Learning chose placements that were doing well and increased the amount they were spending on them.

Managed placement tool

$ Managed placements

They looked at the placements that weren’t performing well (for example, if an ad had an abundance of clicks without conversions) and excluded them.

Legacy Learning continually optimized placements that were working and expanded their reach by testing new placements. This strategy allowed them to grow conversions while maintaining a fixed CPA.

Legacy Learning gained repeat business by targeting people who had already expressed interest in their products.

The managed placement tool allows you to selectively control bids on any sites you choose to ensure that your ads always show up there.

Google Display Network uses your exclusions to make sure your ads won’t appear on sites you’ve chosen to omit. Exclusions Through conversion tracking and campaign dashboard tools, Google Display Network constantly supplies you with the data you need to make important decisions.

CPA

Conversions

Guitar Store

Remarketing

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Remarketing allows you to remind consumers of your products and introduce them to new ones they may be interested in.