This article was written by Ted Dhanik

Most display advertising networks won’t disclose the placements that you are bidding on, but they do offer a host of other resources that can help you trim the fat. If you know what to look for, and how to reduce those unnecessary clicks, you can strategically shave hundreds off of your monthly budgets.

Exclusions

The targeting you exclude is as important as the things you include in your campaign. By excluding, you can narrow down the target audience until you get to the specific group of people you want to advertise to. Think about exclusions like broad match keywords, or keywords that include relevant variations.. You need some data to tell you what is or is not working, then you review your analytics and profit analysis to determine which banner advertising placements are good to exclude.

Targeting

Targeting encompasses more than just the age group you want to market to. Retargeting functions, for instance, can help you target only people who have already seen your add. Geographic targeting can help you find individuals in regions where your products sell for a higher price. Always think about the benefits of targeting one region over another, and remember that going local also saves you some of your budget.

Timing

The time of day that your ads show also plays a role in your sales. What if no one buys anything from you between the hours of 10 am and 3 pm? If you could stop your ads from running during those times, you could focus your budget on times when people are more likely to buy.

Bio: Ted Dhanik is the co-founder and president of business development for engage:BDR. For over fifteen years, Ted Dhanik has worked to establish brands like LowerMyBills.com and MySpace.com. Find out how to improve your ROI on display advertising with tips from Ted Dhanik.