We know that segmentation is key in display ads. As an expert on the subject, what factors help ensure adequate segmenta

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On the Google Display Network, you need at least 100 active users every thirty days to have a large enough audience to start serving ads.

If your audiences are highly targeted but don't have enough users, don't bother setting up campaigns or ad groups until you can scale them up.

As you segment your users, test and implement audience exclusions to avoid audience overlap as much as possible.

Keeping your audiences “healthy and well” will help keep your message perfectly focused on the right users, as well as keep your funnel aligned with your campaign goals.

Also, I'm probably going to kick a dead horse here, don't launch an ad group unless you have a landing page that you're sure will satisfy that audience.

It can easily happen that you have different audiences with the same goals, using the same landing page and ad creative.

Whenever you feel like your ad creative needs to change to better speak to an audience, your landing page should also change so it can convey your ad messages to your pages.

Running ads for the sake of running ads is not a smart idea unless you have a specific goal in mind of what you want that audience segment to do next.

Let's now focus on improvement. What do you think are the most common mistakes made when setting up attribution models in display campaigns?
Again, assuming that your campaigns will perform as well as your search campaigns is a big mistake.

This same mindset should be applied to your display campaign attribution models.

I don't recommend using last click for these types of campaigns, especially if you're using them to reach a new user.

Understand your sales cycle and choose an initial attribution model that makes sense for your business structure.

I have several clients running different attribution models for these campaigns.

Use the attribution model comparison tools in Google Analytics and Google Ads to see which one best fits your campaign goals.

Review the data and see which ones have the biggest impact.

Don't assume by default that the last or first click is the way to go.

Latest recommendations on the topic that we should not lose sight of
My main recommendation is to be more practical with this type of advertising.

Due to the retirement of Display Planner last year, we no longer have as much information t dutch email list providers o prepare our campaigns as we used to.

It has also become much more difficult for advertisers to exclude mobile devices from their campaigns.

No type of advertising should be simply "set and discarded."

Advertisers should spend a minimum amount of time, if not more, on their display advertising campaigns to ensure they are still reaching the right audiences and that their ads are showing in the locations they should be.

If you really believe and want to expand your reach and fill the top of the funnel, take some time on the search network and focus on finding the right audience.