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:
How Does Advertising on the Display Network Work?
- Google scans a page within their content network and then assigns a theme to that page.
- 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.
- 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
- Content network ads will obey all your campaign settings (e.g., location, budget, etc.).
- For content ads, Google will only consider negative keyword match.
- You cannot set different bid amounts for each keyword as all the keywords are looked at as a group to decide your theme.
- It is highly recommended that you create a separate ad campaign for your content ads.