About the Google AdWords Display Network
Over the past week I’ve heard new keywords I was not familiar with. New Google tools I had heard of but did not know what they were for or their functionality. This past week has been completely eye opening in a way that I’m finally learning what all these tools are used for. Writing these articles helps me understand better what I’m learning, and helps you understand these tools as well.
Google Display Ads, you’ve probably heard of it, but what is it really? Google Display Ads lets you create all types of ads, text, image, interactive and video ads. You got that right, Google Display Ads lets you place all those ads on websites that are relevant to what you’re selling. It will show your ads to the people that are likely to be most interested in your product or service.
In order for you to have Google Display Ads, your website needs to be brought over to the Google Display Network they need to submit an application to Google and once it’s approved, then they will join a program called Google Ad Sense. Refresher: What is Google Display Network? Google Display Network lets you place ads on a variety of new sites, blogs and other niche sites across the internet. It basically allows you to connect with customers with a variety of ad formats across the digital universe.
Here is a video on what is Google Display Network:
You’ve heard about Google Ad Words right? But have you heard about Google Ad Sense? Yes? No? Maybe? Google Ad Sense is a free program in the Google Display Network umbrella that helps websites of all sizes publish and earn money by displaying targeted Google ads on their websites. It’s important to stand out that Google Ad Sense is not Google Ad Words, it’s simply a platform for ads to display on other websites. With Ad Sense you can change the look and feel of your ads, you can show ads that are relevant to your users, and choose a variety of ad sizes and formats.
On the Google Display Network there is no keyword search like on the Google Search Network, therefore you need to be specific on where to show your ads. You need to see which websites to show your ads based on 5 criteria which can be used individually or mixed together, the way you want to use them is your choice.
- Keywords: You will use keywords in your ad groups and the keyword will not target searches they are going to check the websites that are on the Google Display Network whose content seems to be relevant to the keyword you have in an ad group. It is also called contextual advertising, this is because Google utilizes your keyword to create a context that matches that context with the context of a website.
- Placement targeting: tells Google the websites that are part of the Google Display Network, and then tell Google where to place your ads in there. You can tell Google to share your ads on the whole website, or you can combine placement targeting and keyword targeting and be able to show your ads on certain websites only when the content of the page matches the content of your keyword.
- Topics: Google will classify websites into different categories based on the website’s content.
- Interests: On this criteria, Google tracks your online behavior and sees what you are looking at online, then Google classifies you into a interests or category. This way, when you go to advertise a product, you can select what type of audience you want your ad to show based on the audience’s search behavior.
- Re marketing: Re marketing is targeting people that have been on your website already. Many businesses prefer to use re marketing to target people that have left your website without buying anything. Re marketing helps you connect with these potential customers when they continue looking for what they need on Google Search. visited some pages of your website but did not convert.
It’s important to keep in mind some of the Google Display Network best practices in order to have a successful advertising campaign.
- Keep separate Ad Groups for text ads and display ads. The reason on why you should do this is because you want to differentiate the performance of each ad. Because, if you mix them up into one ad group – display and text ad what happens is that you would need to spend a lot of time analyzing the data and see which ads are converting and which are not. That’s why organizing them is much better and that should always be your step one.
- Always test two or three sets of banners to figure out the ones that make the best performance and you should probably be also testing different elements of the banner such as, color, text, images. Doing this, should result in having a great banner after a lot of ad testing. Google allows you to create different ad sizes, most of them are pre set. Here is a list of the different sizes for Google Ads.
- Banner: 468 x 60
- Leaderboard: 728 x 90
- Mobile leaderboard: 320 x 50
- Square: 250 x 250
- Small square: 200 x 200
- Large rectangle: 336 x 280
- Inline rectangle: 300 x 250
- Skyscraper: 120 x 600
- Wide skyscraper: 160 x 600
- Half-page: 300 x 600
- Large leaderboard: 970×90
- Large mobile banner: 320 x 100
- Billboard: 970 x 250
- Portrait: 300 x 1050
- Panorama: 980 x 120
- Top banner: 930 x 180
- Triple widescreen: 250 x 360
- Netboard: 580 x 400
- Always optimize the placement: I mean that if you are not targeting some specific placement usually what happens is that Google will match the context that you create with your keywords or topics with websites that are available out there. A good practice to have is to periodically check the list of websites that your ad is showing up on and remove the ones that are not doing well. Then, increase the bids on the ones that can generate more traffic.
- Remove the traffic coming from mobile applications: You would want to do this because mobile applications usually have not much space to click on, so that means that there are a lot of involuntary clicks on ads which leads to the ad not performing well.
- Whenever you re run a marketing campaign to people who are visiting your website, you should can always use Google Analytics to do this. You would create a marketing segment based on behavior, then advertise to anyone that goes to your website and spends more than 60 seconds on it and did not do a conversion.