What is Google AdWords Display Network?

What is the Google Display Network?

The Google Display Network allows you to add more than 2 million websites that reach more than 90% of Internet users. Also, it can help you reach people when they are browsing their favorite sites, videos, blogs, Gmail accounts, mobile sites, or mobile apps. So to learn all the concepts of the Google Display Network, see the Beginning AdWords Study Guide.

How does the Google AdWords Display Network work?

The Display Network helps you reach the initial stages of buying a cycle of those products or services, like a person is checking a review or rating, before it actually went to the shopping shop or outlet.

 

How does the Google Display Network meet your business goals?

Display Network helps meet the general goals of business

1. Sell more products or services.
2. Create customer loyalty.
3. Engage with customers.
4. Increase brand awareness.
5. The results of measuring the ability to analyze the web pages you run, analyzing the most clickable ads, the sites that sell at a lower cost.

The presence of ads on the Display Network

1. Google AdSense Publishing Websites (AdSense Domain and AdSense for Errors).
2. Double click on ad exchange publisher websites.
3. Google Sites like Google Finance, Blogger, YouTube

How to find the right target audience on the Display Network?

1. Topics or Keyword Targeting: To reach viewers who are interested in your business and can take action, AdWords uses contextual targeting based on the keywords used in your campaign.

2. Manual Placement: This allows you to select a particular website through manual placement, even if you are not relevant, you can still delete a specific website.

3. Audience Targeting: This allows you to target users who show interest in your products by creating remarketing campaigns based on user-active cookies. To reach a wider audience, you can use affinity audiences. To reach a specific audience, you can use it in market viewers.

Ad format for AdWords Display Network

• Text
• The image
• Video
• Rich media
  

Available methods for targeting on the Google Display Network

Placement: This is where the ads appear and this can be a specific page, mobile app, or video.

1. Contextual Targeting

This can be done in two ways-

• Keywords: You can select keywords for your campaign and these keywords, depending on your ad. Those keywords will appear on the websites.
• Subject: Instead of listing the keywords in it, you select categories of notifications like "vehicles".

Google uses keywords and topics to show your ads on relevant placements called "automatic placements."

1. You select keywords and topics in the "Display Network only" and have the following marketing objectives.

• Watch your ad
• Visit your website
• Buy on your website
• Take an action on your website
• Call your business
• Go to your business

Selection of "campaign type"

• Search Network with Display Select - All Features
• Search Network with Display Select - Standard
• Display Network only - All features
• Display Network only - Remarketing

2. The system analyzes web pages that create your Display Network as follows-

• Text
• Language
• Link structure
• Page structure

3. Your ad has been placed

• By keyword: It is based on 2 types of relevant matching
• Keyword contextual matching: Showing ads on relevant websites for your keywords
• Extended reference matching: Based on browsing history
• Based on the topic: Your ad will be shown when the topic of the website will be matched based on selected topics.

2. Targeting the audience

• Listeners - Depending on your advertising goals, you can target broader access to your ads' specific reach or target audience to market viewers.
• Interest categories - This is based on your audience's specific interest, even if your ads are associated with a specific topic on the page or are currently viewing.
• Remarketing - This is a way to reach people who have gone to your website before and are continuously showing ads until they buy or deactivate cookies.
• Demographics - Allows you to show an age, gender specific ad that you choose
  

This is also called "automatic placements" because you do not manually select placements to show your ads.

3. Managed placements

This allows you to select a website, mobile app, to show your ad through the display planner.

How do I show my ads on the Google Display Network?

Goal setting and its type

Steps to choose targeting method

1. Under All Campaigns, click the Display Network tab.
2. Click + Targeting.
3. Select the Targeting drop-down menu and choose one of the targeting methods. You can choose display keywords and buy vehicles to show ads on pages related to vehicles.
4. Finally, click on Close and save your ad group.

Types of targeting

Bid only: This does not restrict your ads to show the targeting method you select, and allows you to set bids for personal targeting. In addition, it is used to reach more and more people for branding.

Target and bid: This limits your ad to the selected targeting method. So if your goal is to sell products and reach a specific audience, you can add "Target and bid" option and select some targeting methods in your ad group.

Display Network ad auction

In the Display Network, you only have to pay for those older clicks that are essential for adjusting the bottom of your ad.

Ads are shown according to the rank of ads, which are calculated on a maximum basis. CPC and Quality Score.

Mobile Friendly Website and Adwords

1. It should be fast loading.
2. It should have proper navigation.
3. The information should be accessible.
4. Place the call on the action button and use an existing account to limit data processing and faster processing for purchase.
5. When a customer checks it on many devices, add a cart option to access it.
6. Place your sign up form to easily fill with low scrolling.

How to set up a Google Display Network campaign?

About campaign settings

The campaign setting will apply to all ads.

1. Campaign name:

Add a meaningful name that is easy for customers to not find and look.

2. Campaign type:

It should be determined according to your business goals. If you are starting a new search with "Search Network with Display Select" It also allows you to choose a subtype. If you prefer a simple overview of your campaigns and features, then select "Standard". If you want to see everything about your campaigns and features, then select "All Features". See the video below for more information.

  

3. Network Settings:

This is based on the campaign type settings you choose. For the past: If you've selected the search network, your ad will appear to show search ads with Google on Google search results and on Google sites and other sites. With the Display Network, your ad is displayed on other sites that are partnering with Google to showcase the display ad.

4. Device:

The campaign targets all types of devices like mobile, desktop and tablet, you can also target devices according to your needs. Add advanced mobile and tablet options to show your ads to people for special operators. Apart from this, it will help you reach out to viewers if you have created an app for a special mobile operator.

5. Location and language settings:

Your campaign ads are eligible to show customers to your targeted locations or in a language that they are using as their Google interface. That's why people add language targeting options to show your ads in addition to their Google interface language, targeting all languages ​​can help you reach more potential customers.

6. Bid and Budget:

It can be set manually or AdWords allowed to be set for you. By default, this is the per click for any ad in the ad group. Your budget is the amount you want to spend per day.

7. Ad extensions:

You can include more information such as location or links to your website, phone number, etc.

8. Advanced Settings:

Available for "All features"
Schedule: Set Start and End Date
Ad scheduling: hourly or weekly scheduling of your ad
Ad delivery: By default, when you can get more clicks or conversions, AdWords will show but you can choose to show your ads throughout the day.

The benefits of using the AdWords ad gallery or display ad builder

1. Differentiated products and services.
2. More effective campaigns
3. No cost ad template.
4. Customized Ad Styles
5. Industry - Standard Advertising Template
   

Bidding features on the Google Display Network

Check AdWords if you have selected default bids, custom bids, or bid adjustments

1. Default bid: If you do not bid for your ad's placements that match your targeting method, then AdWords will use the default bid. This ad group level is.

2. Custom Bid: If you have selected the targeting method as topics, then AdWords will use the custom bid. So each ad group can have a targeting method.

3. Adjust Adjustment: You can set bid adjustments at the campaign level to get control over your ad when you can show it.

How Bidding Options Work on the Google Display Network

Bid adjustment is applied above bids
Ex: If you have a custom bid of 1 dollar for "auto and vehicle" affinity audiences, then bid adjustment of + 20% for "male" demographic and 10% for location "Texas" Then the custom bid will be used by AdWords
Here is the calculation
Demographic bid adjustment - 1 $ * (+ 20%) = $ 1.20
Location bid adjustment $ 1.20 * (+ 10%) = $ 1.32
Resultant bid for intended audience of male auto vehicles in Texas = $ 1.32

How to choose a bid for your Display Network

On the Search Network with Display Select, AdWords automatically adjusts the bid

For the Display Network, CTR for the Display Network is low. You can choose your own bids and see the performance and then change the bid strategy by adjusting the bid for a specific goal method or placement.

VCPM - Viewable CPM is counted when your 50% ad is displayed on screen for 1 second or longer for 2 second or video ads for Display Network ads. The options available only for "Display Network only" are not available for mobile applications, including ads install ads, app engagement ads, or ads targeting mobile apps.

ECPC - Enhanced CPC bidding feature that increases your bid by 30% to make sales or conversions on your website to get more value from your budget. This mobile app is also available on the Search and Display Networks except download. This requires conversion tracking and it will focus on converted clicks or conversions.

ECPC and Conversion Optimizer can both do this

• Use the conversion tracking code.
• Predict conversion rate for each auction.
• Adjust your bid for better and promising clicks.

Difference between ECPC and Conversion Optimizer

• ECPC works on all campaigns and is based on maximum CPCs while Conversion Optimizer is based on target CPA.
• ECPC can bid up to 30%. Conversion Optimizer has full independence for the CPC bid auction.
• ECPC works on third-party bidding systems and the Conversion Optimizer can not work on some APIs.

Bid adjustment type

1. Device: Use this bid adjustment to show your ad on specific devices such as desktops, tablets or mobile devices. You campaign and advertise them
2. Location: Customers of some cities, countries or other geographical areas use this to show their ad more or less. You can use them at the campaign level.
3. Ad scheduling: Use this to show your ad only for a few days or a few hours. You can use them at the campaign level.
4. Targeting methods: Set bid adjustments for topic targeting such as targeting method and other targeting methods. In addition, you can use them on the Display Network at the ad group level.

Let Google understand this with the example mentioned

Let's say you're running a campaign that targets the UK, and is going to run on all days of the week. For this campaign, you set one ad group maximum. CPC bid of £ 1 You decide to increase your bid to 20% for California and reduce your bid to 50% for Saturday. Your resultant bid for Saturday search in Lancashire will be £ 0.60. Here are the maths:

Starting bid: £ 1
Lancashire Adjustment: £ 1 + (+ 20%) = £ 1.20
Saturday adjustment: £ 1.20 + (-50%) = £ 0.60
Speech for searches in Lancashire on Saturday: £ 0.60
Quote for search from Sunday to Friday in Lancashire: £ 1.20
Bidding for searches in other states on Saturday: £ 0.50
The resulting bid for searches in other counties from Sunday to Friday: £ 1.00.

AdWords Ads Editorial Guidelines for the Google Display Network

1. Use explicit content: Include all identifying information in ad promotion, such as product name or company name, logo or display URL.
2. Proper style and grammar: Use the features of advertising only for their intended purpose. A presentation should be clear and informative with correct grammar and spacing.
3. Capitalization: Capitalize the relevant letters only.
4. Use of symbols: Use appropriate and appropriate symbols.
   

If the above AdWords Editorial Guidelines are not followed, the account or site will be suspended or the ad will be disapproved. Therefore, remember to meet the Editorial Guidelines.

How to fix disapproved ads?

Follow these steps to fix the disapproved ad.

1. Find out the cause of ad disapproval: You can do so by hovering the white speech bubble next to the disapproved ad and checking the reasons.
2. Make the appropriate changes: Edit the ad so that it meets editorial policies and then click Save and resubmit it for review.
3. Wait for the ad to be reviewed: Once you resubmit your ad, it will be automatically submitted for review. Ad status will change from "Disapproved" to "Under review" or "Eligible"
   

This guide therefore will not only help you to clean the concepts of the Google Display Network, but also help you pass the AdWords Display certification exam.