Originally at https://searchenginewatch.com/2016/04/07/five-tips-for-low-risk-google-display-network-testing-for-smbs/

So you’re a small or medium-sized business (SMB) and you’ve already hit a cap on how far you can go with search engine marketing and remarketing.

You want to continue to scale and are considering doing it via Google Display Network (GDN), but you’re aware of the possible drawback: a lot of wasted spend on poor quality, low-intent traffic.

As an SMB, you don’t have enough budget to throw spaghetti on the wall and see what works, so you need to test new waters in a smart manner.

Below are five tips on how to begin testing within the GDN to determine if this is a viable channel for you.

Use Display Select Keywords

One initiative I typically recommend people run when they first venture out into GDN is Display Select Keywords, which can almost be considered a good middle ground between search and display.

So what is Display Select Keyword (DSK) targeting? Basically, you choose keywords that are highly relevant to your product/service, and Google will use its technology to match your ad based on a customer’s purchase intent – using that keyword selection, predictive conversion models, and ‘other’ criteria (the black-box stuff that Google won’t tell us about).

My recommendation is to launch DSK starting with your top 15 keywords; as you see success you can continue to expand that list.

Try Similar Users

Given you are running remarketing, you should have generated some good remarketing lists of audiences you deem to be valuable (most obvious would be those who have converted on your site).

We can take these audiences and use Google’s lookalike technology to find users who have characteristics, traits, and behavior similar to those audiences. This is a great way to get your ad in front of your target audience.

<img class="aligncenter size-full wp-image-58534" src="https://searchenginewatch.com/wp-content/uploads/sites/25/2016/04/muppets-in-a-remarketing-list.png" alt="muppets in a remarket…

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