Novice advertisers often complain that Google’s Display Network (GDN) ads are not worth the money. Some people can’t afford the high conversion price and others blame GDN for low-quality traffic. Indeed, an advertiser without experience can waste money on poor traffic from YouTube’s kids channels and mobile apps and games. In fact, the Google Display Network allows users to decide where ads will be displayed.

This article isn’t a step-by-step guide on how to better optimize GDN campaigns. Instead, we will consider the main methods of traffic purification.

There are two main explanations for irrelevant traffic:

Poor traffic from mobile apps

There is an easy solution to this problem. You need to add all mobile apps in the exception list in AdWords Editor. This will cut the irrelevant traffic and increase the performance of your ad campaigns.

Platforms for kids

Displays on such platforms result in a large volume of irrelevant traffic which should be removed. Here’s how you can do it:

1. Create a list of negative keywords

Include the names of children’s cartoons and general search queries in this list. But be careful as you can cut relevant traffic too.

2. Exclude bad placements

  • Accumulate display statistics and manually add websites and YouTube channels for kids.

  • Create a list of websites for children in advance or find a ready-to-use one on the Internet.

  • Use special scripts, they can easily be found on the Internet.

  • Exclude topics which are ineffective. Use this option responsively in order to not cut the part of your audience.

Additional ways to reduce irrelevant traffic

Negative adjustments to the audience of visitors with irrelevant visits

This method allows advertisers to exclude fraud traffic and users who clicked on the ad by mistake. The main exclusion criteria is time spent on the page. The session must be no longer than 15 seconds. But this can cause difficulties. Instead of considering a short session as a bounce, Google considers a view of the page without target actions as a bounce. Here’s how you should reduce irrelevant visits:

1. Firstly, you need to configure the sending of the action recording to Google Analytics via Google Tag Manager. Configure a trigger with a 15000 milliseconds interval:

Then configure a trigger for analytics sending to Google Analytics.

2. After that, configure the segment in Google Analytics for everyone who has not reached the goal:

3. Add a created segment to excluded audiences:

Exclude users who have already performed the target action

There’s no point in including such users unless you launch a remarketing campaign for additional sales.

Exclude IP-addresses

This method works only if you know the IPs of the exact users you want to exclude. For example, in eLama, we exclude our internal IPs and don’t see our ads.

Set a limit for impressions

Setting a limit for impressions is a good way to exclude irrelevant traffic. Usually, a limit of five impressions is set in order to cut the users who saw the ad several times and didn’t respond. This means that the users are not interested in the product or service.

Use these simple recommendations, evaluate the before and after performance and you’ll be surprised with the results.

eLama, PPC-specialist