Google AdWords Display Network

Google Display NetworkWhat is Google Display Network?

Google Display Network allows you to connect over 2 million websites that reach over 90% of internet users. Also, it can help you to reach people when they are browsing their favorite site, video, blog, Gmail account, mobile sites or mobile apps. So check out the beginners Adwords study guide to learn all the concepts of Google Display Network.

How Google Adwords Display Network Works?

Display network helps you to reach in the initial stages of buying cycle of products or services like person checking reviews or ratings before he actually went to shopping store or outlet.

How Google Display Network meet your Business Goals?

Display network helps in meeting the common goals of business
1. Sell more products or services.
2. Build customer loyalty.
3. Engage with customers.
4. Increase Brand Awareness.
5. Results measuring ability by letting you analyze the web pages your Ads ran, most clickable ads, which sites delivered sales at lower cost.

Appearance of Ads on the Display Network.

1. Google Adsense publishing websites ( Adsense domains & Adsense for errors).
2. Double click Ad exchange publisher websites.
3. Google sites such as Google Finance, Blogger, YouTube.

How to find the right target audience on Display Network?

1. Topic or Keyword targeting: To reach an audience who is interested in your business and may take action, AdWords uses Contextual Targeting based on keywords used in your campaign.

2. Manual Placements: It allows you to select particular website through manual placements, you can even remove particular website if it’s not relevant.

3. Audience Targeting: It allows you to target audience shown interest in your products by creating remarketing campaign based on user active cookies. To reach the broader audience, you can use affinity audience. To reach a specific audience, you can use in the market audience.

Ads Format of AdWords Display network-

  1. Text
  2. Image
  3. Video
  4. Rich Media

Methods Available for Targeting on the Google Display Network

Placement: It is the location where ads appear and can be a specific page, mobile app or video.

 1. Contextual Targeting

This can be done in two ways-

i. Keywords: You can select keywords for your campaign and based on these keywords, your ad. will appear on the websites having those keywords.
ii. Topics: In this, instead of listing keywords, you choose categories of information like “Vehicles”

Google uses keywords and topics to show your ads on the relevant placements called “automatic placements”.

1. You choose keywords and topics in “display network only” and do the following marketing objectives.

i. See your ad
ii. Visit your website
iii. Buy on your website
iv. Take an action on your website
v. Call your business
vi. Visit your business

Selection of “campaign types”

i. Search network with display select – all features
ii. Search network with display select – standard
iii. Display network only – all features
iv. Display network only – Remarketing

2. The system analyzes web pages that make up your display network based as follows-

i. Text
ii. Language
iii. Link Structure
iv. Page Structure

3. Your ad gets placed

i. By keyword: this is based on 2 types of contextual matching
Keyword contextual match: Showing ads on website relevant to your keywords.
Extended contextual match: Based on browsing history.

ii. By topic: Your ad will be shown when matched with the theme of the website based on topics selected.

 2. Audiences Targeting

i. Audience – Depending on advertising goals you can target affinity audiences for broader reach or in market audience for the specific reach of your ads.

ii. Interest categories – This is based on the specific interest of your audience regardless whether your ad correlatives with a particular topic of page or they are currently viewing.

iii. Remarketing – This is a way to reach people who have visited your website before and continuously showing them ads till they purchase or disable cookies.

iv. Demographics – Allows you to show ads to particular age, gender that you choose

This is also called “automatic placements “ as you don’t choose placements manually to show your ads.

 3. Managed Placements

It allows you to select website, mobile apps to show your ad through display planner.

How to show your ads on the Google Display network?

Target settings and its types

Steps to choose the targeting method

i. Under All campaigns, click on the Display Network tab.
ii. Click on the + Targeting.
iii. Select the Add targeting drop-down menu and choose one of the targeting methods. To show ads on pages related to vehicles you might select Display keywords and add buy vehicles.
iv. Finally, click on close and save your ad group.

Types of Targeting

Bid Only: It doesn’t restrict your ads to showing the targeting method that you’ve selected and allows you to set the bids for individual targeting. In addition, it is used for branding to reach as many people as possible.

Target and Bid: It restricts your ad to the selected targeting method. So if your goal is to sell products and reach a specific type of audience, then you can add “Target and bid” option and select few targeting methods to your ad group.

Ad Auction of the display Network

In display network, you only have to pay for the incremental clicks that are the price you need to pay for the adjust below your ad.

Ads are shown according to Ad rank which is calculated on the basis of max. CPC and quality score. Also, check Ad rank calculation and quality score with an example.

Mobile Friendly Website & AdWords

1. It should load fast.
2. It should have proper navigation.
3. Information should be accessible.
4. Keep call to action buttons and use an existing account to limit data entry and faster processing to purchase.
5. Add cart option to access when a customer checks it on multiple devices.
6. Keep your sign up form to be filled easily with less scrolling.


How to Set up a  Google Display Network campaign?

About campaign settings

Campaign settings will be applicable to all the ads.

 1. Campaign Name:

Add a meaningful name that is easy to find and not visible to customers.

 2. Campaign type:

It should be set according to your business goals. If you are a new start with “search network with display select”. It also allows you to choose subtype. If you prefer a simple overview of your campaign and features, then choose “standard”. If you want to see everything about your campaign and features then choose “All features”. So check out the below video for more details.


 3. Network settings

this is based on campaign type settings you have chosen. For ex: If you have chosen search network, your ad will appear on Google search results and Google sites and other sites partnered with Google to show search ads. With display network, your ad is displayed on other sites partnered with Google to show display ads.

 4. Device:

Campaign target all type of devices such as mobile, desktop and tablet, you can also target devices according to your requirement. Add advanced mobile and tablet options to show your ads to the people for the particular operator. Also, this will help you to reach the audience if you have created an app for the particular mobile operator.

 5. Location and Language Settings:

Your campaigns ads are eligible to show to customers in your targeted locations or to the language they are using as their Google interface. So add language targeting option to show your ads to the people apart from their Google interface language targeting all languages can help you to reach more potential customers.

 6. Bidding & Budget:

This can be set manually or let AdWords set it for you. By default, it is per click for an ad in the ad group. Your budget is the amount you wish to spend per day.

 7. Ad extensions:

You can include more information such as location or links to your website, phone number etc.

 8. Advanced Settings:

Available for “all features”
Schedule: set start and end date
Ad scheduling: Hourly or weekly scheduling of your ad
Ad delivery: By default, AdWords show when you can get more clicks or conversions but you can choose to show your ads throughout the day.

Benefits of using AdWords ad gallery or display ad builder

  1. Differentiated products and services.
  2. More effective campaigns.
  3. No cost ad template.
  4. Customized ad styles.
  5. Industry – standard ad template.

Bidding Features on the Google Display Network

AdWords check whether you have chosen default bids, custom bid or bid adjustments
1. Default Bid: If you haven’t set a bid for the placements of your ad that matches your targeting method, AdWords will use a default bid. It is Ad group level.

2. Custom Bid: AdWords will use custom bid if you have selected targeting method like topics. So there can be one targeting method within each ad group.

3.Bid Adjustments: To gain control over when and where you can show your ad, you can set bid adjustments at the campaign level.

How bidding options work on the Google Display Network

Bid adjustments are applied on top of the bids
Ex: if you have a custom bid of 1$ for “auto and vehicles” affinity audience,  bid adjustments of +20% for the “male” demographic and +10% for the location” Texas”. Then custom bid will be used by AdWords
Here is the calculation
Demographic bid adjustments – 1$*(+20%) = 1.20$
Location bid adjustments 1.20$ *(+10%) = 1.32$
Resulting bid for male auto vehicles interested audience in Texas = 1.32$

How to choose a bid for your Display Network

On search network with display select, AdWords automatically adjust the bid

For display network,
CTRs are lower for the display network. You can choose your bid and see the performance and then can change the bid strategy accordingly by doing bid adjustments for the specific target method or placements.

VCPM – Viewable CPM is counted if 50% of your ad shows on screen for 1 sec or longer for display network ads and 2 sec or longer for video ads. Available option only for “Display Network only” It is not available for mobile apps including app install ads, app engagement ads or ads targeting mobile app.

Enhanced CPC is bidding feature that raises your bid by 30% to lead to a sale or conversion on your website to get more value from your budget. It is also available on search and display network except for mobile apps downloads. It requires conversion tracking and will focus on converted clicks or conversions.

Both ECPC and conversion optimizer can do these

1. Use the conversion tracking code.
2. Predict conversion rate for each auction.
3. Adjust your bid for the better and promising clicks.

Difference between ECPC and conversion optimizer

1. ECPC works on all the campaigns and based on max CPC whereas Conversion optimizer is based on target CPA.
2. ECPC can raise a bid up to 30%. Conversion optimizer has full freedom for CPC bid auction.
3. ECPC works on the third party bidding systems and conversion optimizer may not work on some API.

Type of bid adjustments

1. Device: Use this bid adjustment to show your ad on specific devices such as desktops, tablets or mobile devices. You can use them at campaign and ad group level.
2. Location: Use this to show your ad more or less frequently to customers in certain cities, countries or other geographic areas. You can use them at the campaign level.

3. Ad scheduling: Use this to show your ad only on certain days or during certain hours. You can use them at the campaign level.

4. Targeting Methods: Set bid adjustments for targeting method such as topic targeting and other targeting methods. In addition, you can use them on display network at ad group level.

Let’s understand this from example explained by Google

Let’s say that you’re running a campaign that targets the UK, and is scheduled to run on all days of the week. For this campaign, you’ve set an ad group max. CPC bid of £1. You decide to increase your bid by 20% for California and decrease your bid by 50% for Saturday. Your resulting bid for a search that occurs in Lancashire on a Saturday will be £0.60. Here are the maths:

Starting bid: £1
Lancashire adjustment: £1 + (+20%) = £1.20
Saturday adjustment: £1.20 + (-50%) = £0.60
Resulting bid for searches in Lancashire on Saturday: £0.60
Resulting bid for searches in Lancashire on Sunday to Friday: £1.20
Resulting bid for searches in other states on Saturday: £0.50
Resulting bid for searches in other counties from Sunday to Friday: £1.00.

Also, check out the measurement strategy for the campaign.

AdWords Ad Editorial Guidelines for Google Display Network

1. Use clear content: Include all identifying information, such as a product name or a company name, logo or Display URL in the ad promotion.

2. Proper Style and Grammar: Use the features of the ad only for their intended purpose. A presentation should be clear and informational with correct grammar and spacing.

3. Capitalization: Capitalize relevant letters only.
4. Use of Symbols: Use proper and appropriate symbols.

If the above AdWords editorial guidelines are not followed then there will be account or site suspension or ad will get disapproved. So, remember to meet the editorial guidelines.

How to fix a disapproved ad?

Follow these steps to fix a disapproved ad.

1. Find the reason for the disapproval of ad: You can do this by hovering white speech bubble next to disapproved ad and check the reasons for it.

2. Make appropriate changes: Edit the ad so that it fulfills the editorial policies and then click Save and resubmit it for review.

3. Wait for Ad to be reviewed: Once you’ve resubmitted your ad, it will automatically be submitted to for review. Ad status will change from “Disapproved” to “Under review” or “Eligible”.

So this guide will help you not only to clear the concepts of Google  Display Network but also to pass the AdWords Display certification exam.

Over To You!

Now that you have learned Google Display Network concepts, it’s time to certify your Google AdWords Display Certification.

Next Up!

Google Search Network


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Freelance Digital Marketer, Certified Content and Inbound Marketer and Blogger of Rank Digitally, a site based on Digital Marketing Tips & Techniques.