Display Conversion Optimiser
Google's continued efforts to promote and grow the display element of their PPC offering are reflected in the display variation of one of their more long standing features - the Display Conversion Optimiser. Although not necessarily a new feature, it is one for which some sources within the search industry indicate more of their accounts are now showing an 'eligible', with the Display Campaign Optimiser requisite being a minimum of 15 conversions per month from your existing display campaigns.
Like its search counterpart, the Display Conversion Optimiser determines specific placement and bidding strategy based on the target CPA you input and the budget you make available. We know what you're thinking - Display Network campaigns can be a little 'free' at times…how much extra free reign would campaigns using DCO be given?
The good news is that specific placements on which you don't want your ads appearing can still be excluded as part of this feature. And with all the work done by Google in recent months to beef up Display Network reporting within the Adwords, interfacing things should be a lot clearer than they have been in the past.