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Tips for How to Use the AdWords Display Network

Google’s Display Network offers opportunities for advertisers to get their ads in front of an audience outside of Rather than triggering the ad through a keyword search on, ads on the Display Network are shown on content sites when the ads meet certain criteria. This includes remarketing to previous site visitors, placing ads on specific channels, and targeting people based on certain demographics. Once you have a basic understanding of using the Display Network, use some of the below tips to stretch your advertising dollars and get the best return.

Consider your bid strategy: When you create your Display Network campaign, you have several options for how you want to pay for your ads. (This is found under Settings, Bid strategy). You can choose clicks, which is what you use on the Search Network, and is focused on driving people to your website. You can also focus on conversions where you are considering cost-per-acquisition rather than cost-per-click. Another option is Impressions, which is not available for the Search Network, and is good for branding because you get your name, message, and/or logo in front of a large number of people. Impressions are available for All features and Remarketing on the Display Network. With impressions, you can also focus on viewable CPM where the campaign is optimized for when the ad is actually viewed rather than when it is displayed.

Similar Search and Display campaigns: Search and Display are different networks with different behaviors by users. However, if something is working well on Search, such as a branded campaign, don’t neglect that in your Display campaigns. Success in another type can carryover to the other.

Exclude Mobile Apps: Unless you are advertising an app, running ads on mobile apps isn’t a great strategy. People may accidentally click on it since mobile screens are small and make it tough to know exactly where you’re clicking. If a user’s young child is using a device to play a game, they’re definitely not going to be interested in an ad so the overall return will be low. To exclude mobile apps as a placement with campaigns, exclude the placement of

Watch your placements: If you are using placements, watch this option very closely. You may find your ad comes up frequently on pages that are completely irrelevant to your business. Although you can exclude placements from the start, such as excluding mobile apps as mentioned above, but you can also choose to exclude them as you see them popping up in your account. When you find one that is not relevant, make sure you exclude it from the overall campaign, rather than just the group, since the assumption is you would never want to advertise there.

Match the look & feel of your site: When you are creating an image ad, you have the option of creating it based on a scan of your site. With this option, it is easy to match the look and feel of your website. However, if you are creating one from scratch, make sure you are consistent with your branding. After someone clicks on an image ad, it should be clear that the landing page matches what’s in the ad so people don’t think they landed on a different site.

Mobile-friendliness: Hopefully by now your website is responsive, meaning it responds well regardless of the device. If it does not, you do not want your ad to show up on mobile devices at all. Otherwise, mobile users click on your ad and land on a site that does not look good on their device. It’s frustrating to users and leaves a bad impression of your business. You can remove mobile by using a bid adjustment of -100% so ads do not display on mobile.

The Display Network offers a lot of opportunity for advertisers and can result in clicks that are less expensive than the Search Network. However, advertisers need to remember that they are not selling to everyone so it’s important to target the network to reach the right audience and get the best return.

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