The Search Network and the Display Network are the two networks that makeup Google AdWords. Businesses that use the Search Network for advertising display text adverts in the search engine results. Instead, companies use the Display Network to post display adverts on a vast network of websites all across the internet.
What is a Display Ad?
The Google Display Network: How does it operate then? The visual banner ads that you see on all advertising-supported websites, such as the ones that are featured above, in this post, or on other posts that provide instances of display ads, are known as display ads. Google claims that the Display Network, which spans 2 million sites, covers over 90% of all internet users worldwide! Let me briefly review the distinctions between display and search for those of you who are not familiar with them. If you choose to expand to Google Search Partners (like AOL), Google’s Search Network targets users who type straight into Google’s search engine or Google partner search sites.
Consider the display network, on the other hand, as a more passive kind of advertising. I’m sure you’ve already seen a lot of display advertising today, whether it’s when reading your favorite blogs or the Huffington Post. These are display advertising, which you may or may not have noticed above and to the side of the articles you were reading. They are GDN banners or little boxes marketing a good or service. You can also use Optimization Techniques for Conversations.
Steps to Master Google Ads Display Network
Commence with Remarketing
Regarding the display network, all experts agreed that remarketing is where things should begin. “If you’re going to see any kind of return on the display network, you’re going to see it from remarketing first,” claims Paid Search Strategist Mark Irvine.
For those of you who are not aware of remarketing, it is simply setting cookies on previous visitors’ browsers to track them and display advertising on different websites they visit. Although it may sound a little unsettling, remarketing works since the target audience has previously shown a sincere interest in your company.
Make Use of Managed Placements
The only targeting strategy that offers advertisers precise control over the placement of their advertising is managed placements. When you utilize techniques like topic targeting or interests, Google essentially makes the decisions for you by determining which websites are relevant. When dipping into the display, managed placements are a secure decision because they give you complete control over the websites where your ads appear. “It’s the best way to have control because it tends to cost less because the people you’re targeting and conversions are consistent,” claims Caleb.
Follow Your Budget’s Lead
As Mark Irvine notes, “You need to be exceedingly careful when it comes to selecting your budget because the display is such a vast space (reaching over 90% of the U.S. daily!). He advises beginning modestly and experimenting with a quantity that you feel comfortable with.
Budgets are the key to building up a fresh display campaign, as Caleb demonstrates. For instance, devote a larger portion of your budget to the campaign if you have a strong list of managed placements. Then, divide the various placements into their ad groups so that you can invest more in the ad groups that contain the placements that will yield the highest returns.
Treat Your Display Ads with the Same Care as You Do Search
If you are running profitable search campaigns, you have probably discovered that it takes constant observation and tweaking to keep hitting the high notes. You can’t sit back and take it all in. Every week, you probably spend time reviewing your account, scraping search query data, modifying keyword bids, adding new negatives, reorganising campaigns, fine-tuning underperforming advertisements, and so on. This ought to hold for the display as well!
Amount Some Money Towards Testing
During PPC audits, the absence of testing is another noteworthy observation! As I’ve often stated, the Display Network is GIANT, so you can essentially reach any location. You can lose out on a ton of possible clients if you’re not experimenting with some of the new tools and targeting strategies that Google keeps releasing to reach consumers.
According to Mike Griffith, “Use the leftover budget for testing once you’ve hit your main goal.” He says that YouTube will probably work also if your Display campaigns are doing well. Mike suggests allocating 10–20% of your spending on testing. You have to follow remarketing analytics for better results.
Conclusion
As we’ve covered, there are a lot of techniques to narrow down your target audience within the wide ocean of display; targeting well is essential because of the network’s enormous size and diversified demographic. Because there are so many options available, some advertisers choose to stack techniques—such as placements, keywords, subjects, interests, etc.—on top of one another in the hopes of lowering the number of impressions and clicks from unqualified sources.
