The Google Display Network

On the Google Display Network (GDN), you can have content shared on an extremely wide selection of AdsSense-affiliated websites. GDN is the single biggest contextual advertising network to be found on the internet. 92% of all American Internet users can be reached with the Google Display Network. AdWords display advertisements appear in over 650,000 applications and more than two million total websites.

The content that you choose to share can reach your target prospects without giving them the sense of feeling “interrupted”. If you want to make the most of the GDN’s seamlessness, keep the following things in mind.

Optimize Your Images for Mobile Visibility

Using powerful and relevant images is just as useful for Display PPC as it is for any page on your website. You’ll also want to ensure that the device your target market finds your GDN content on is allowing them to see the full thing, so make sure that whatever your display campaign shows to your audience is optimized for the mobile format.

Choose Your Targeting Tools Wisely

On the GDN you'll have access to a variety of targeting tools that you can use to tap into the attention of the exact audience that you'll need. You can use a custom combination of the GDN's diverse targeting tool collection at your disposal to maximize your chance to get right to where you target audience is at the right time.

The targeting tools available on the GDN include audience targeting tools and contextual targeting tools. With audience targeting tools, you can make sure that the people who have expressed genuine interest in what you have to offer are the ones who end up seeing your display ads. With contextual targeting tools, you'll be able to make sure that the content of your ads closely matches the content of the websites that they'll be appearing on for a seamless fit.

Exercise the Exclusion Controls

In addition to tools that help you specifically reach the people that you want to see your ads, the GDN also gives you the ability to use exclusion controls that define precisely what kinds of people you don't want to reach with your campaign. In a similar fashion to the way that negative keywords work in the Search network, you can exclude certain websites or geographic zones from being included in your placement range with the Display network.

Create More Success with a Symbiotic Display Ad and Search Ad Relationship

Once you've experienced some satisfying success with a Search keyword campaign, you can copy that same Search keyword campaign into a Display campaign to make sure that you start off supported by proven success.

Not only can successful search campaigns lead to equally successful GDN campaigns, but it’s true the other way around too. Effective display campaigns often lead to better search campaign impressions for the same keywords.

You can use Display Network ads to drive up higher brand awareness before transitioning back to Search Network ads and capitalizing on an improved opportunity for more conversions. Strategically switching between Display and Search ads can create a self-sustaining cycle of continued success.

Make a Modest Initial Bid and Scale Up

Display campaigns allow you to get same number of impressions for free that may have cost you thousands of dollars if you had tried promoting through the newspaper, but there’s still wisdom in budgeting carefully. Online advertising consultancy Wordstream discovered that a 0.1% increase/decrease in CTR on the GDN creates a 20% increase/decrease in CPC.

It’s wise to begin by identifying a small number of domains that have the highest level of compatibility with your business's product or services. Promote them with a modest budget at first and then test to see what kind of volume they provide. Dedicate your marketing budget to the ad groups that show the best rate of the return once you're done with the preliminary placement tests.

Display ads have a lower CTR than search ads on average, but at the same time, they tend to have higher conversion rates at a lower cost. If you have a relatively limited budget, then it may make sense to begin with several search ad tests before deciding on how much of your budget you'd like to use for to display ads.

Experiment to Find your Best Display Media Format

It's best to experiment with a diverse variety of different ad format types to cast a wide net over the different unique website permission. In addition to controlling for website permissions, there’s also the matter of covering your bases when it comes to differently run ad auctions. Since differently formatted ads don't compete for the same impressions, it makes sense to diversify the variety of formats that you use.

67.5% of advertisements on the display network are plain text ads. Plain text ads on the GDN have a CTR of 0.23% while image ads have a CTR of 0.31%. The more visually stimulating elements that your ads naturally have, the more effective that image-based ads for it will potentially be; however, even subtly different formats will deliver different results.

You can use the Google Display Ad Builder to create visually impressive ads without needing complex editing software or professional graphic design skills. With the Ad Builder, you can have free range to creatively experiment with different ad designs to find the best style to deliver any visual content in.

Use the data that you collect from small testing campaigns to accumulate what you need for successful large-scale campaign. Aggressive testing is the key to figuring out exactly what your best niche is in every different campaign type and ad format.

Takeaway Bullets

  • Optimize Your Images for Mobile Visibility
  • Choose Your Targeting Tools Wisely
  • Exercise the Exclusion Controls
  • Create More Success with a Symbiotic Display Ad and Search Ad Relationship
  • Make a Modest Initial Bid and Scale Up
  • Experiment to Find your Best Display Media Format