Would you like to have access to over 90% of all Web users, but also focus on specific types of users? Then the AdWords Display Network is for you. It allows you to target users in several ways, which can make your ad campaign highly effective. Here is a look at the basics of AdWords Display ad campaigns.
What Is AdWords Display Network?
Google’s Display Ad Network lets you show your ad in several formats to a wide range of audiences. The network gives you access to over two million websites including ask.com and Forbes. People see your ad when they are surfing the Web, looking at YouTube, checking Gmail, using apps and mobile devices. Combined, their reach extends to allow the ability to reach to nine out of ten users of the Internet.
Display Network is separate from Search Network. Most advertisers start out with Google’s Search, which targets people when they are searching for specific keyword phrases – products, services or information.
The Display Network uses a different approach. It lets you get an ad in front of a web user at an earlier point in the sales cycle. For example, if you operate a gardening store, you can show ads to someone who is reading about how to control aphids on rose bushes. The Display Network’s contextual relevance and targeting options makes it a powerful advertising service.
Target Your Audience
Beside reaching 9 out of 10 internet users, the Display Network lets you strategically target your prospective buyer using context, audiences and locations.
Context. Using contextual targeting, a display campaign uses your keywords or particular topic area to put your ad in front of people who are interested in what you’re offering.
Audiences. You can show your ads to particular groups of people on websites within the Network.
One effective use is conducting a remarketing campaign directed at people who have visited your site in the past. Or to create brand recognition and get in front of a broad audience, much like TV commercials, you can choose to target affinity audiences.
In-Market audiences are defined groups who are at the point of buying a specific type of product or service.
Specific location. Display ad campaigns let you choose the types of pages where your ad will be seen. You can also select specific websites where it will appear. For example, you can use the manual placement feature to display your ad on online videos, RSS feeds, games, mobile sites or particular websites.
Types of Ads
Though it is called the “Display” Network, Google actually lets you choose either text or image ads, and in several formats.
Text ad. You can use the same ad that you use on the Search Network or completely different ads, made up of a headline, two lines of text, and a display URL.
Image ad. Static or animated image ads can be customized with images, layout and background colors.
Video ad. You can display your ad next to a YouTube video.
Rich media ad. This is an image with interactive components or animations. For example, you can show a carousel of various products.
Building Your Display Ad
Google has a free Display Ad Builder tool to help you create your image ad. They offer a wide range of templates that you can them individualize with custom colors, layouts and fonts that automatically generate from the content and images on your Web page.
You can use your own images or select one for free from Google’s stock. Using the tool, ads are simple to update. There are demos to watch that explain how to use it. You can also have a professional design custom image ads for your for better conversion rates.