Google Display Ads & Display Advertising

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Google AdWords is the marketing platform that connects your brand with potential customers searching for your products or services. When first creating a campaign, one thing you’ll notice is that there are two main networks to choose from—Search and Display.

How are these two different and is the Display Network even worth considering?

Search vs. Display Advertising

The Search Network is the most common format. You bid on keywords that are relevant to your products or services. Text ads you create are then eligible to appear at the top or bottom of the search results when a user searches for phrases you bid on. The more you bid and the more relevant your ads, the better your ad positions will be in the search results.

Here’s an example of paid ads that appear in the search results:

Clicking through takes users to a relevant landing page where they can learn more about the offer.

The Search Network also lets advertisers display ads on sites that are part of Google’s network including Google Shopping, Google Maps, and even YouTube. You can further expand your reach even further by targeting “search partners” which includes smaller search engines such as AOL.

On the Google Display Network your ads are eligible to appear across a network of over 2 million sites ranging from blogs to news sites. Here’s an example of a Display Network ad that appears at the top of a popular media site:

Both networks let you reach potential prospects and drive more traffic to your landing pages but there are also distinct differences between the two.

Benefits of Using Google Display Network for Your Business

Most businesses create ads for Search but the Display Network shouldn’t be overlooked either. Here are some examples of how Display Network ads can benefit your business:

  • Reach new customers: The Display Network reaches over 90% of Internet users worldwide according to Google. That kind of scale means attracting potential customers at different points in the buying cycle.
  • Different ad formats: On the Search Network you’re limited to using only text ads but the Display Network allows you to reach customers with a variety of ad formats including images and even videos.
  • Advanced targeting: With a Display Network only campaign, you can choose exactly where you want your ads to appear including specific websites to show your ads to. You’re also able to select target keywords so your ads match the content of appropriate websites.
  • Remarketing: Another powerful feature is remarketing—Displaying targeted ads to your audience based on previous visits to your pages. That allows you to reach buyers who have already expressed interest in your products or services.

Just like with the Search Network, Google also provides detailed reports of all aspects of your campaign from average CTR for display ads to conversions and more. These reports provide valuable insight you can use to drive even more conversions.

How to Setup Google Display Ads

Here is a basic guide to getting started with your own Google AdWords Display Network campaign. First, login to your account and click on the red “+Campaign” button:

Next, you’ll be asked to give your campaign a name. Selecting a marketing objective will be helpful if you’re relatively new to the Display Network but for now select “No marketing objective” to enable all features:

If you want to reach a wider audience, you’ll want to target all countries and territories. Then enter in a budget for your campaign. Note that you can always enter in an initial budget and adjust accordingly on a campaign level.

You can either opt to show ads based on keywords you input or you can reach customers who have previously visited your site. Make a selection and enter in a CPC bid, and then click the Save and continue button.

If you target your ads based on display keywords, you’ll be able to create your ads on the next page:

Once your ads are created and your billing details are confirmed, your ads will be eligible to appear on the Google Display Network.

Google Display Advertising Examples & Tips

Looking at display advertising examples can be useful. Here’s an example of a display ad that appears in the sidebar of a tech site:

And here’s an ad that appears within the content of a business site:

Both ads are directly relevant to the website. If you want to increase your reach, then the Google Display Network is a good place to start.

Here are some best practices to follow:

  • Have a clear goal: Just like with the Search Network, it’s important to have a clear goal in mind to guide your efforts. Creating a campaign around specific goals will allow you to create better and more relevant campaigns.
  • Identify keywords: To avoid having your ads shown on irrelevant sites, keep your keywords as targeted as possible. Use tools such as Google’s Keyword Planner to identify keywords with the most potential for your business.
  • Experiment with different formats: What makes the Display Network appealing is that you can create ads in different formats. Make your ads simple yet visually engaging as these tend to stand out over text ads.
  • Track your results: You won’t know how your campaigns are doing unless you’re tracking your marketing efforts.

Looking to get started with the Display Network?

Paid Traffic offers AdWords management services for businesses of all sizes. We implement a targeted display campaign that drives more traffic and sales to your landing pages. Contact us today to schedule a consultation with our Google AdWords experts.