Many miss the opportunity to optimise their ads on the Google AdWords Display Network (formerly known as the Content Network). This is because it can be tricky understanding how all the options work. Nevertheless with 4 billion daily page views and coverage estimated to be over 80% of internet users, it is worth working through any problems.
The 1 Minute Introduction to the Google Display Network
People are less likely to click on the Display Network, largely because they aren’t in a search mode, but rather a passive mode where they are reading an article. At that precise moment they aren’t looking to buy and as a result are less likely to click on your ad. Nevertheless by being creative and understanding the differences between the Search Network and the Display Network, it can be a great source of customers.
Advertising on the Display Network is different from the Search Network because Google will automatically match your ads to websites and other placements like mobile phone apps within the Display Network when your keywords are related to the content on these sites.
Thus it is recommended you forget match types in the display network, they only matter in search. Your goal is to create adgroups with 3- 5 keywords that match both the ad and the landing page. Think in terms of shorter broad keywords. Furthermore due to the nature of this kind of advertising it is best to be a lot less rigorous with inputting negative keywords.
There are a number of ways you can set up your ads. The most common is similar to the Search Network in so far as you create a text ad. The ad will appear in a block of three on the site.
Other options are image ads, rich media or flash ads, video ads and on mobile sites. Google gives you a variety of different ad block sizes. It’s critical your designer creates ads for all of these formats otherwise you will limit your audience.
There Are Four Main Ways To Target Your Future Clients & Customers:
1. Placement Target
Placement targeting is where you choose the websites you would like to appear on. Here I recommend you use the Doubleclick Ad Planner to find relevant placements.
Each time your ad is matched up with a block of content on a site in the Display Network it’s called a placement. These are automated and it is your job to manage the winners and delete the losers.
If you have never checked your placements I can guarantee you will be able to instantly optimise your account by deleting many of the automated placements that are irrelevant. Running your ads on unrelated sites is a very poor use of budget. Instead this budget should be used for ads that have proven to convert with a high CTR.
It isn’t uncommon for me to find a client with as many as 2000 sites in their automatic placements that need to be excluded or moved into managed placements because they are performing well.
2. Contextual Targeting
Contextual targeting is where you create a keyword list. Ideally you should write 5 words that relate to your subject.
3. Topic Targeting
Topic targeting is where you choose from a list of topics and Google matches you against pages on these topics. It’s a good way to find new placements.
4. Interest Category Targeting
Interest category targeting is where you can target a person instead of page content.
Have You Ever Experienced The Effects Of Remarketing?
Have you ever been to a website and then mysteriously seen ads for the same site as you continued to browse the internet over the following days?
It is as if you are been followed around the internet!
When you see this happening it means the business “following” you has implemented “remarketing” in their Adwords account. They are tracking you as a past visitor using a cookie that’s dropped when you first landed on their website. The act of following you means their brand stays with you and front of mind.
You can see that the content isn’t related to the page they are advertising on. To a third party it may seem a bit odd advertising sports shoes on an article about dogs, but now you know how it works and why businesses to it!