Display Advertisements have become increasingly important for marketers as our dependence on technology has increased. Marketers looking to reach customers earlier in the buying process or customers already searching for similar products and services should turn to Google’s Display Network to improve their digital marketing campaigns.
The Google Display Network includes features that allows users to find appropriate audiences through contextual targeting, manual placements, and remarketing. Using the Display Network, keywords from a campaign within Google AdWords can be used to find websites and apps to show advertisements through contextual targeting. Users can also handpick which websites to show Display Ads on using manual placements. Finally, a digital marketer can follow customers that have already viewed their site with additional advertisements through remarketing. The Display Network allows users to reach audiences, monitor performance, and consequently reach campaign goals.
The remainder of this post will cover showing advertisements on the Google Display Network. “Targeting methods like keywords and affinity audiences get your ads on to the Display Network.” (Google Adwords Study Guide) Using targeting tools such as “target and bid” and “bid only” help to control how ads are placed on the Display Network. With the “target and bid” method, ads will only show for the target method that has been chosen. If a user has chosen to target based on keywords, then an advertisements under certain keywords will enter the auction. The “bid only” feature allows an account manager to increase the bid amount for certain affinity audiences to increase the likelihood of advertisements showing on pages for these groups. This method doesn’t restrict ads to only show under targeted keywords unlike the “target and bid” method. “Target and bid” narrows the places that advertisements can show. “Bid only” doesn’t restrict where ads show, but it does increase or decrease the likeliness of an advertisement showing based upon the bid amount it is given.
In addition, users can place advertisements on specific sites using managed placements. Managed placements allow a manager to hit sites that are used by potential customers or sites that relate closely to the product or service they are trying to market. Picking specific topics to target is another way that marketers can choose where advertisements show on the Display Network. Similar to AdWords, the Display Network allows for targeting based on negative keywords, language settings, and devices. When exploring the Display Network, keeping in mind the basic AdWord principles will help any novice user to navigate the program in no time.