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Webucator's Free Advanced Google AdWords Tutorial

Lesson: Advertising on Google's Display Network

Welcome to our free Advanced Google AdWords tutorial. This tutorial is based on Webucator's Advanced Google Ads Training course.

Lesson Goals

  • About advertising on Google's display network.
  • About the Display Planner Tool.

Understanding Google's Display Network

Let's take a look at how we can leverage Google's content network. Content ads are different from search ads.

If someone is reading an article on a blog, Google content network will help you advertise your ads based on the content of that particular page. Here is an example of a content ad by Google:

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How Does Advertising on the Display Network Work?

  1. Google scans a page within their content network and then assigns a theme to that page.
  2. Google scans your ad groups and based on all the keywords in each of your ad groups Google assigns a theme to that ad group.
  3. When a content page and your ad group contain the same theme, your ad can be displayed on that page.

A Few Things You Should Know About the Display Ads

  1. Content network ads will obey all your campaign settings (e.g., location, budget, etc.).
  2. For content ads, Google will only consider negative keyword match.
  3. You cannot set different bid amounts for each keyword as all the keywords are looked at as a group to decide your theme.
  4. It is highly recommended that you create a separate ad campaign for your content ads.

How to Leverage Content Network in Google AdWords

Google has two types of content targeting techniques:

  1. Automatic Placements: Google decides where your ads will be shown based on the process which we discussed in the above section.
  2. Managed Placements: You get to choose where your ads will be displayed.

Automatic Placement

  1. Start creating a new campaign
  2. When you start a new campaign, you can choose a few options: Search Network with Display Select, Search Network Only, or Display Network Only.
  3. If you were to choose the first or third option, Google will automatically select the most closely aligned sites to show your display ads on, based on relevant, matchign content.
  4. Within either of the two options mentioned above, you can also choose whether to display these ads on all available display network options, just on mobile devices, or just to people who have previously visited your website (remarketing).

Targeted Placement

To use targeted placement (in lieu of automatic placements) follow these steps:

  1. Navigate to the Campaigns tab and select the campaign that you want to use for targeted placements.
  2. Click the Display Network tab.
  3. Click Placements tab.
  4. Select the Ad Group for which you want to use targeted placement (remember content network uses the concept of themes).
  5. Add the list of domain names where you would like your ad to be displayed.
  6. Use the negative sign (-) in front of domain names on which you don't want your ad to be displayed.
  7. Click Save to save your changes.

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Exploring the Display Planner Tool within Google AdWords

To use the Planner Tool:

  1. Navigate to the Tools tab and select the Display Planner option.
  2. Under Get ideas and estimates option, fill in your target keyword or website.
  3. For the screenshot below, I chose 'golf clubs' as a test.
  4. You will then see the available inventory for websites matching your target cateogory, demographic breakdowns, device breakdown, and the list of specific websites that Google recommends.
  5. Take a look at the sites and determine best matches for your ad groups, and click on the double right arrow to choose a site. You can then place the site(s) in specific ad groups you have live.
  6. Click Save and Continue to save your changes.

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