Display Advertising on Google 101

Display ads

Here is a brief article on the basics of display advertising on the Google networks.

Hello There!

Are you new to Google Adwords? Are you interested in displaying your ad for your business across the Google networks? Need a little help in figuring out what that means, or what that takes?? Have no fear! If you’ve answered yes to any of the questions above, we will supply that information for you below in this article.

Let’s start with the basic of Google Adwords. Google Adwords is a form of online advertising offered by Google. Adwords lets you target your ads to the type of customers you want, and filter out those you don’t.According to Google “When you advertise online with AdWords, you can use different targeting methods to reach potential customers right when they’re searching for your products or services.”

There are many different ad formats that you can choose from when using Google Adwords. From search, video and shopping. But you’re interested in the display advertising, so lets get into that. The display network is primarily ads centered around images! The Google Display Network helps you reach people while they are browsing, searching through the internet. Whether that be on Google, YouTube, or any other google partner sites, a display ad can be seen. Ads can also be seen on mobile devices, as well as apps. The display network allows you to reach up to 80% of internet users all over the world. There are several different ad formats that you can use on the display network. Different ads such as responsive ads, uploaded images ads, engagement ads, as well as Gmail ads. For more info on the the different display formats, check out this link: https://support.google.com/adwords/answer/2404190?visit_id=1-636601067700961278-388213862&rd=1

display ad

Here’s How It Works:

  1. Figure Out The Best Keywords To Use For Your Campaign

Google will match the adwords you select with the terms that are being searched for, to produce the most relevant ads. Your ad can show up on virtually any webpage that has content related toward your ad.

  1. Target The Specific Audience You’re Looking To Market To

Adwords allows you to target specific, and exact customer groups that you’re looking to market to. You have the option to choose to target by demographic, location, or topics online, as well as different placements online for your ads. You can also use adwords to target customers who have clicked your ads, but have yet to make a purchase. You can also narrow your search by using keyword tricks like broad match, phrase match, or exact match to optimize your results. Choose whatever works best for you!

  1. Analyze Results & Keep Going!

You can use data from adwords to see which of your ads is doing the best, and which ads may need a little more work. You can see which strategies are paying off. If an ad is doing well, maybe you can consider raising your bid on those keywords. If an ad isn’t doing as well as others, maybe you can figure out how to increase that ads efficiency.

display ad

display ad

 

How The Payment Works

Payment from adwords for display campaigns can go one of several ways. You can choose the CPC or cost-per-click method which focuses on driving traffic to your site, and charges you for each click on your ad. You can choose the vCPM model, aka cost-per-thousand viewable impressions, which is great for brand awareness, and only charges you for every 1000thtime your ad is seen. Last but not least you can choose the CPA model or cost-per-acquisition. This model charges you for every person who clicks on your ad, and then makes a purchase, or wanted action. This model is a little more pricier, but equals more money for your company. Each model is controlled by a price that you set called a “max bid” that you will never be charged more than.

Now you’re all set to begin making display ads on the Google network!

Here are some videos that discuss display advertising:

This link from Google explains in some fun animation the essentials of the Google Display Network which was also my reference: https://www.youtube.com/watch?v=omXFdKYLRW0

Here is a link to the homepage: thegrantexperience.com

Check out this powerpoint:

Lecture 3 – Keyword Research

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