Google Display Network Finally Worth PPC Attention

Written by Debra Leitl on November 14, 2011. Posted in Search Engine Marketing

Google Display Network Finally Worth PPC AttentionThe Google Display Network (GDN) is also known as the Google Content Network and is made up of a network of websites which partner with Google to host ads which are related to the topic of the website.  This helps to extend visibility and reach for the advertiser and assist them with finding a targeted audience.  The partnering websites receive a commission for each visitor that clicks through the ad which is placed on the website.

If you are wondering about the difference between the content network and search network you are not alone. The Google Search Network is known as Google AdWords.  The search network displays your PPC ads according to the terms used during a search query. The content network displays your ads on websites which Google decides are relevant to the topic of your ads.

So why is the Google Display Network finally worth the attention of pay per click advertising if the two advertising concepts are different?

Well, first it is important to realize that both search network and content network are advertising campaigns which require testing and monitoring to make the most of your advertising budget and conversion rate.  If you are heavily into PPC management it is important to pay just as much attention to content network advertising as you do with search network (PPC) advertising.  Here are a few display network PPC tips:

Google Display Network Themes 

One of the reasons the Google Display Network is getting PPC attention is themes.  Instead of simply basing your ad placement simply on keywords, AdWords now automatically decides on what the overall theme of your advertisements is based on before your ad campaign is paired with the appropriate websites which partner with the Google Display Network.

Split Test Your Campaigns 

Similar to your AdWords campaigns you also want to split test the Google Display Network campaigns for improved optimization.  Google provides you with a way to view your data for the content network but split testing ensures you are getting the most out of the campaign.

Use Placement Targeting 

Just like you target your audience with keywords in your AdWords campaigns you can use placement targeting for your display network campaigns.  This allows you to choose a specific website you would like to have your ad displayed on instead of Google determining it for you.  To do this effectively you must customize your ad to suit the interests of the audience on the website you are targeting.

Eliminate Sites That Do Not Convert 

With Google Display Network you can eliminate the sites from your campaigns which are producing clicks but the conversion rates are low.  This is similar to AdWords where you can use specific negative keywords to filter out traffic which will not convert.

Test Your Keywords 

The ads you are using for the Display Network target content instead of search terms.  Just like AdWords you must test the keywords for response and effectiveness and should do this by maintaining a keyword list of at least 30 different keywords.

Ad Text Or Image Ads Or Video Ads

In some cases the ad text you use for AdWords campaigns will work with Display Networks campaigns, but not always.  Keep in mind that Display Network image ads must have strong benefits with a persuasive call to action since they are not based directly on keywords that the visitor uses in their search queries.

These are a few reasons why Google Display Network is gradually getting PPC attention.  With all of the changes Google is making in terms of modifications and improvements it will likely continue to be recognized by PPC advertisers in the near future.

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