Topic targeting + keywords targeting in Display Network. What's your results?

This question was posted on one of my SEO networks and wanted to share with others:

I wanted to know if anyone has used keyword targeting and topic targeting in their display network campaigns.
I've always used keyword targeting in the display network but I wanted to know if anyone has used keyword targeting and topics targeting to increase the performance of a campaign.
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My response:

It may be useful to qualify "campaign performance"? We've used topic targeting in the past which has generated a lot of impressions, which however may not bring a corresponding level of conversions. This broad approach is great for reaching a high number of people. However, combined, topic targeting and keywords can improve content advertising performance.

Typical PROBLEM with some words having multi-intents, and existing in totally different topics. SOLUTION: A combination of topic targeting and keywords can help refine ad serving so that campaign adverts are only shown to your intended targets. Example for a mid-sized account you could purchase ad inventory just in specific sections, which would narrow down your daily impressions. Of course, you may wish to include other sections for a larger account.
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What have others found works for them in practice?

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Topic targeting + keywords targeting in Display Network. What's your results?

DSKANK888 Active Member

leejohon Greenhorn

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Topic targeting + keywords targeting in Display Network. What's your results?

DSKANK888 Active Member

leejohon Greenhorn

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