<< by on March 30th, 2012
This past week, Google announced a series of changes to the AdWords’ Display Network interface that will be implemented over the upcoming weeks. The renovation aims to achieve Google’s goal of “bringing the science of search with the art of display.” For those of you that manage display network campaigns, expect to see a new and improved interface. Let’s dive right into the changes you can anticipate seeing.
Display Network Tab
A single tab dedicated solely to managing display campaigns was created. Gone are the days of visiting multiple tabs (Audience, Topics, Networks, and Campaigns) to bid and optimize display campaigns. Now, as depicted below, by visiting the Display Network Tab, your campaigns’ keywords, placements, topics, and interests and remarketing are within easy access. Although not a groundbreaking idea, this change will streamline the management of display campaigns within AdWords.
Visual Targeting Diagram
For you visual learners out there, Google introduces a Venn diagram, as shown below, that depicts the interaction amongst your display targeting efforts. The diagram provides an estimation of your display campaign’s reach as well as how that reach is impacted by your targeting efforts such as keywords, placements, and topics. Advertisers can utilize this diagram to enhance their understanding of how to obtain a greater reach through different targeting methods.
Next-Gen Keyword Contextual Targeting
Amongst the various changes to the Display Network Interface, the Next-Gen Keyword Contextual Targeting appears to have the greatest impact. Currently, display network campaigns can only be managed and measured at the ad group level. Implementation of the Next-Gen Keyword Contextual Targeting will allow AdWords users to track the performance of their display network campaigns down to the keyword level, as see in the search network. Now advertisers can understand their campaign’s performance at a granular level, which allows them to pinpoint and focus their efforts on top performing keywords.
Benefits of the New Display Network Interface
The various changes impacting AdWord’s Display Network Interface will allow advertisers to realize the following benefits:
- Easier management of display network campaigns from a single tab
- Better optimization of display targeting efforts due to a greater understanding of their impact on reach
- Potential for increased ROI by focusing on top performing keywords
If you are interested in learning more, Google’s Help Center offers a detailed discussion of the new Display Network Interface. In addition, mark your calendars for May 15th for Google’s webinar discussing the Next-Gen Contextual Targeting.
What do you think about the new changes to the Display Network? Leave your questions and comments below or find me on Twitter.