How to Identify High Quality Managed Placements for Google Display by Scraping the SERPs?

In the previous post I explained how to identify positive placements within your existing display campaigns. Today I want to talk about identifying new high quality placements that possibly never appeared by using automated placements yet.

When building a solution for that I thought about these points:

  • We know our most important keywords for SEO and SEA already – for these keywords the traffic is of high value. How can we get more out of that?
  • There are a lot of SEO pages out there that are ranking for those keywords without being a direct competitor. They are niche sites making money with affiliate links or Google AdSense.
  • Let’s combine it: Scrape the search results for your relevant keyword set and check wether the ranking URL is providing the possibility to run our display ads, e.g. parse the publisher ID in the source code or check for ads.txt file.
  • What I realized immediately was this: If a page is ranking in organic search results, this is normally enough for being classified as high quality placement (Google has a high interest to ensure that). The second thing you will realize is a lot of automated placements will never ever appear in the set we get with this approach, even when they address the same keyword topics due to bad quality (please guess why Google places your display ads on those pages but not within their organic results).

Again, a lot of theory. But what does it look like in action?

Let’s search for some placements that are driving a lot of traffic for the keyword “make up trends”:

High quality placements for “make up trends”

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