Tips to Master the Google Display Network. What Is the Google Display Network? Google Ad. Words is split into two networks, the Search Network and the Display Network. When advertising on the Search Network, businesses place text ads in the search engine results. On the Display Network, businesses instead place display ads on a huge network of sites across the internet. What is a display ad?

An example of display ads. Display ads are the visual banner ads you see on advertising- supported sites everywhere, like the highlighted ads above. According to Google, the Display Network reaches over 9.

For those of you unfamiliar with the difference between display and search, let me give you a quick recap. Google’s Search Network targets users typing directly into Google’s search engine or Google partner search sites, if you opt to expand to Google Search Partners (like AOL). In contrast, think of the display network as a more passive form of advertising. You’ve likely already seen many display ads today, for example while perusing the Huffington Post or skimming your favorite blogs. You may or may not have noticed banners or small boxes promoting a product or service, above and to the side of the articles you were reading – those are display ads. Word. Stream’s Erin Sagin states, “When users are on the GDN, they may not necessarily be in . You might be able to get the same amount of impressions in a local newspaper or a billboard on a highway, but you’ll end up spending hundreds upon thousands of dollars.

With Display, you promote your brand and don’t even pay for these impressions.”To get a clear picture of what works and what doesn’t work on the Google Display Network, I spoke with a few of Word. Stream’s top- notch PPC experts. All four of the people I interviewed work on the Managed Services (MS) team, where they are fully emerged in Google Ad. Words accounts every day. Our MS team operates similar to an agency, managing Ad.

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Words accounts for clients and helping them achieve their business goals. Essentially, the experts on MS spend 4. Google Ad. Words across the search and display networks, helping clients from a variety of industries. So yeah, they know a lot!

Here are seven bits of display network wisdom I learned from these experts, plus three mistakes to avoid. Display Network Tip #1: Start with Remarketing. All experts unanimously agreed that remarketing is the place to start when it comes to the display network. Paid Search Strategist Mark Irvine says, “If you’re ever going to see any kind of return on the display network you’re going to see it from remarketing first.” For those of you unfamiliar with remarketing, it is essentially when you cookie your past site visitors to follow them around with ads on various sites they browse. It might sound a bit creepy, but it works – because the people you’re remarketing to have already expressed a genuine interest in your business (because they visited your site, duh). Remarketing is used to keep your past visitors engaged, “completing the whole circle of engagement,” says Paid Search Strategist Caleb Hutchings. The majority of those reading this post have likely been successfully remarketed to.

Just the other day I was shopping for a pair of fall boots when a few days later that stylish high- kneed suede pair of black boots would not leave me alone. They kept appearing on multiple sites that I was on at various points during the week, until I finally gave in and took the plunge. If I wasn’t remarketed to, would I still have bought the boots?

Probably, because I actually needed fall boots, BUT the chances of me getting that pair from that domain would have dropped significantly if remarketing was not in place. This is just one example of the power of remarketing, which has been seen to work across a variety of industries.“Remarketing is always a good idea. Your CPA’s are generally much lower, you’re keeping people engaged. It’s essentially free advertising,” Caleb states. Display Network Tip #2: Utilize Managed Placements. Managed placements is the only targeting method that gives the advertiser granular control over where their ads are being placed.

If you use methods like interests or topic targeting, Google is basically doing the decision- making for you and guessing which sites are relevant. Managed placements allows you to pick and choose exactly the sites that you want your ads to be displayed on, which is why it’s a safe bet when branching out into display. According to Caleb, “It’s the best way to have control because the people you’re targeting and conversions are consistent, so it tends to cost less.”Word. Stream Paid Search Strategist Mike Griffith explains the process he uses with clients new to the Display Network: “We start as granular as possible, identifying 5- 1. If the volume is limited, then we expand to other related sites.” But how do you know which sites are relevant? If you’re struggling to make that decision, Griffith advises digging into your top referral sites in Google Analytics.

Display Network Tip #3: Let Your Budget Guide You“Since display is such a large space (reaching over 9. U. S. He recommends starting out small with an amount that you are comfortable testing with. Caleb explains how setting up a new display campaign is all about budgets.

For example if you have a great list of managed placements, allocate more of your budget towards that campaign, and separate the different placements into their own ad groups so you can feed more money into the ad groups that contain the placement providing the best return. Once you get a campaign or ad group running successfully and providing remarkable returns, the next step is to feed more money into it.

Mark told me about one client who took their remarketing campaign from $1,0. ROI! Another client in the travel industry was seeing such great return that they stopped running their search campaigns and reallocated that money to further grow their reach on display. Your reach is pretty much unlimited,” Mark says. Display Network Tip #4: Create Ads in Every Format Available I know what you’re thinking ?

Why should I create a text ad if image ads statistically outperform this format? I understand these concerns, but the majority of Word. Streamers agree: having an ad in every format is critical due to the fact that some websites will only support one format.“Some people feel strongly that you shouldn’t include text ads. I’d say include them and make that decision later. Some placements are only going to support text ads and it could be a junk site or it could be Pandora, so just do it,” says Mark. That’s what I thought as well until I found out that 6. This is shocking, due to the fact that text ads have much lower click- through rates than image ads.

Just check out this table from Word. Stream founder Larry Kim’s recent study. This brings me to my next point: as important as it to include text ads in your display campaigns, image ads are a necessity!

Sergey says “Ads need to be simple, visual, and easy to read.” Sergey goes on to explain how image ads perform best for visual industries that are naturally appealing, such as travel, where the destination can essentially sell itself. But even B2. B companies see success with image ads. For one of Sergey’s clients, he tested out a banner ad with a “Download Now” image that linked right to a product page. This visual format far outperformed the text ads running and helped the company generate more leads. Don’t have the bandwidth to create visual ads?

Is outsourcing too expensive? Use Google’s display ad builder. According to Larry, this tool is shockingly under- utilized, especially since you do not need “superstar Photoshop skills” to create a wide variety of display ad formats through the tool. Check out Larry’s post to find out the variety of possibilities the display builder can provide. Display Network Tip #6: Give Your Display Campaigns the Same Love You Give Search.