<< by on April 29th, 2013
Advertising with Google AdWords’ Display Network is a great way to entice potential customers who are browsing the web. The Display Network is a collection of Google partners and affiliates who allow Google to show ads on their websites. According to the Google Help Center, the “Google Display Network reaches 92% of all Internet users in the U.S,” so it’s definitely something worth looking into. The Display Network has useful targeting options so advertisers can capture interested users. Advertisers can target ads to specific sites, based on website content, or to specific audiences based on user interests. Ads on the display network can include text, image, rich media, or video formats.
Contextual targeting uses a keyword list to show ads on sites that are relevant to the keywords. The goal is to show an ad that is relevant to the content on the page, and thus relevant to what the user is looking for. Advertisers can use keyword level bidding and exclusions to make certain ads are showing in desirable locations.
In the example above, this Southern Living page about outdoor entertaining tips has ads that are contextually targeted. Patio furniture and outdoor entertaining go hand in hand, so it would make sense for these ads to be there! These advertisers are probably using keywords like “outdoor entertaining” to capture this page.
Placement targeting allows advertisers to only show ads on sites that they define. If you know what sites your customers are more likely to visit, you can add them as placements to make sure your ads show on those sites. If one certain website is performing well through contextual targeting or another method, you can add it as a manual placement. For example, if you were a car dealer trying to advertise for Volkswagen Jettas, you would want to add specific car and Volkswagen pages as placements, like the Car and Driver example below. As Volkswagen likely did below, targeting specific placements allows you to place your ads next to the content that you know is relevant to what you offer, or would indicate the person browsing may be interested in your product or service as well.
Remarketing is a way to entice customers to come back to your site. This targeting method shows ads to users who have left your site and are now browsing other pages on Google’s Display Network. You can even show customers the exact product they were looking at on your site, as a way to remind them to come back.
Say a user was searching eBay for camping equipment:
And that user then left the eBay site to browse other sites on the web; they might see this remarketing ad:
You may want to use frequency capping with this method, so that potential customers don’t get bombarded and annoyed by too many ads.
Advertisers can also choose to show ads on pages about specific subjects by using Topic targeting. Advertisers can select topics from a general list of subjects and break it down further by opening up the general headings. If an advertiser wanted to sell fitness equipment, they might choose the topics Fitness, Health, and Sports, like the example show below.
Interests are very similar to topics, but instead of the topics the site might fall under, interests are indicated by users, so they can see ads that are more targeted to the things they like.
Advertisers can use a combination of these methods and the options within them, such as targeting by age, gender, language, or location, to create a highly targeted and relevant Display Network ad campaign.