Google Adwords Display Network

by mrvm1
9 replies
  • PPC/SEM
  • |
Hi fellow warriors

Does anyone out there have any hints / tips about setting up a new Adwords display only campaign? I'm experienced in PPC search but I'm new to setting up a display campaign. Do you use keywords or just the interests option (no keywords)?

I understand CTR doesn't matter when running a display campaign but want to try and hit the ground running with it.

How do you use images? I.e. do you use different sizes or just the one size?

Do you set the daily budget really low?

Any help would be most appreciated.

Many thanks in advance.

mac
#adwords #display #google #network
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  • Profile picture of the author RichardThessen
    First, you'll need to get a display campaign active in your AdWords account. To begin, click the red "+ Campaign" button from within the main AdWords interface, then select "Display Network only" from the options that appear.
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    • Profile picture of the author mrvm1
      hi Richard

      i appreciate your reply

      the campaign is setup and paused as im researching the finer points of display network. Just looking for anyone who has run successfully adwords display campaigns

      thanks again

      mac
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    • Profile picture of the author Voora
      Hi Richard,

      Can you guide me?

      I rolled out the display ad for real estate industry. I could not get any leads from this campaign? I set website placement targeting. I got 35000 impression and 48 clicks for Rs. 300. Where did I mistake. Can you guide me for effective display networking.
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  • Profile picture of the author dburk
    Hi Mac,

    Make no mistake, CTR is indeed important in Display campaigns, as they are in Search. There will likely be a greater range of CTR, low to high, which varies a great deal based on your targeting methods.

    As with Search network ads, what matters the most is how your CTR compares to your competitors' CTR for the same ad slots. In Search Ads we use the Quality Score metric to measure and compare how our ads are performing against competitors, in Display network we use a similar metric labeled Relative CTR.

    Because the Display Network has many different targeting options it has the potential to dramatically expand the reach of your advertising campaigns. The Display network is great for introducing new products or services where no current market exists. It is also excellent for branding and awareness campaigns, retargeting/remarketing campaigns, and good for direct response campaigns with the right targeting options.

    First decide which type of campaign you want to wage, then set some goals and choose a strategy to achieve your goals. Your targeting options will be based on your goals and strategy, so you need to decide those ahead of time.

    Here are some of my tips for Display Network campaigns:

    Select your Key Performance indicators based on your strategy and goals. There isn't just one type of strategy, nor just one type of goal, so you cannot use the same KPIs for every type of campaign. Make sure you select KPI metrics that are best indicators of progress for your chosen strategy and goals.

    Choose audience targeting methods that are most likely going to help you achieve your specific marketing goal.

    Targeting options include:
    • Keyword targeting
    • Placement targeting
    • Topic targeting
    • Audience targeting
      • Affinity audience
      • In-market audience
      • Remarketing audience
      • Similar audience
    • Location & language targeting
    • Demographic targeting
      • Age
      • Gender
      • Parental status
      • Household income
    • Device targeting

    You can also combine 2 or more targeting methods to refine you targeting to even more select audience segments. You can also use any targeting method to exclude from your campaign. Virtually unlimited numbers of unique audience segments can be created and targeted.

    With the nearly infinite targeting combinations available your choice of strategy is limited only by your imagination. The order of the day is to test, test, and keep testing. Choose several different targeting combinations and test to see which provides the most useful insights, and then optimize from there. You will never run out of new and unique targeting combinations to test.

    Of all your targeting options, do not fail to test In-market audiences and Remarketing campaigns as those often provide some of your very best ROAS, frequently superior to generic keyword targeting Search network campaigns.

    In addition to targeting methods you also have a number of different ad format types and sizes, including text ads, responsive ads, image ads, HTML5 animated ads, and video ads. The combination of text images and formats provide another level of nearly infinite possibilities for testing ad creatives.

    You never know when a particular combination of image, colors, design format, animation, video, or sales copy message will trigger a superior result, so testing many many combinations is generally a good idea. It's not unusual to see something as simple as changing the background color on an ad increase CTR and conversion rates by very significant amounts.

    Whenever you find an ad format that works particularly well try testing small variations to that format to gain further insight into why it works as well as it does. Apply those insights to other ads in your campaign testing regime.

    HTH,

    Don Burk
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    • Profile picture of the author mrvm1
      hi Don

      thats a brilliant reply
      much appreciated
      mac
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  • Profile picture of the author solutionstechly
    Thanks for sharing these tips..
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  • Profile picture of the author Vikrant Patil
    7 Tips to Master the Google Display Network :

    1: Start with Re-marketing
    2: Utilize Managed Placements
    3: Let Your Budget Guide You
    4: Create Ads in Every Format Available
    5: Create Ads That Are Simple and Visual
    6: Give Your Display Campaigns the Same Love You Give Search
    7: Set Aside Some Budget for Testing
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  • Profile picture of the author uncia
    Go with multiple ad groups with different targeting methods.

    For example:
    Adgroup 1 - Keyword targeting
    Adgroup 2 - Topic targeting
    Adgroup 3 - Affinity audience
    Adgroup 4 - Placement targeting + Audience
    ...

    Run the ads, see what groups perform the best, kill the others.
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  • Profile picture of the author mrvm1
    Thanks for your replies, i never though of the different ad group targeting
    All the best
    Mac
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