Panduan Google Display Network (Gdn) Terlengkap Untuk Pemula

     

Want lớn master the Google Display Network? Follow these 7 tips & you"ll be well on your way. 

What Is the Google Display Network?

Google AdWords is split into two networks, the Search Network and the Display Network. When advertising on the Search Network, businesses place text ads in the search engine results. On the Display Network, businesses instead place display ads on a huge network of sites across the internet.

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What is a display ad?


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An example of display advertising.

So how does the Google Display Network work? Display ads are the visual banner ads you see on advertising-supported sites everywhere, like the highlighted ads above or the examples in this post, or this other display ad examples post.

According khổng lồ Google, the Display Network reaches over 90% of global internet users expanding across 2 million sites!

For those of you unfamiliar with the difference between display & search, let me give you a quick recap. Google’s Search Network targets users typing directly into Google’s tìm kiếm engine or Google partner search sites, if you opt to lớn expvà lớn Google Search Partners (like AOL). In contrast, think of the display network as a more passive form of advertising. You’ve sầu likely already seen many display ads today, for example while perusing the Huffington Post or skimming your favorite blogs. You may or may not have noticed GDoanh Nghiệp banners or small boxes promoting a product or service, above and to lớn the side of the articles you were reading – those are display ads.

Want a quichồng audit of your PPC display campaigns? Get a free performance report in one minute or less!

zerovn.net’s Erin Sagin states, “When users are on the GDN, they may not necessarily be in ‘shopping mode.’ Instead, they are going about their daily mạng internet activities—catching up on news, reading blog posts, watching video clips, etc.” You may be thinking, if they’re not in shopping mode, then what’s the point?

Hesitation lớn jump on the display network bandwagon is not uncomtháng, but as Paid Search Strategist Sergey Rusak explains, “Look at how much you spent in one month và how many impressions you received. You might be able to lớn get the same amount of impressions in a local newspaper or a billboard on a highway, but you’ll over up spending hundreds upon thousands of dollars. With Display, you promote your brand and don’t even pay for these impressions.”

To get a clear picture of what works và what doesn’t work on the Google Display Network, I spoke with a few of zerovn.net’s top-notch PPC experts. What are they seeing when they"re running Google Ads account audits, or when they"re just making trương mục optimizations on a daily basis?

All four of the people I interviewed work on our sale services team, where they are fully emerged in Google AdWords accounts every day. Our team operates similar lớn an agency, managing AdWords accounts for clients & helping them achieve sầu their business goals. Essentially, the experts on the team spend 40+ hours a week working directly in Google AdWords across the search and display networks, helping clients from a variety of industries. So yeah, they know a lot!

Here are seven bits of display network wisdom I learned from these experts, plus three display network mistakes to lớn avoid.

Display Network Tip #1: Start with Remarketing

All experts unanimously agreed that resale is the place khổng lồ start when it comes khổng lồ the display network. Paid Search Strategist Mark Irvine says, “If you’re ever going to see any kind of return on the display network you’re going to lớn see it from remarketing first.” 

For those of you unfamiliar with rekinh doanh, it is essentially when you cookie your past site visitors khổng lồ follow them around with ads on various sites they browse. It might sound a bit creepy, but it works – because the people you’re rekinh doanh to have sầu already expressed a genuine interest in your business (because they visited your site, duh).


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Rekinh doanh is used to lớn keep your past visitors engaged, “completing the whole circle of engagement,” says Paid Search Strategist Caleb Hutchings. The majority of those reading this post have sầu likely been successfully remarketed to lớn. Just the other day I was shopping for a pair of fall boots when a few days later that stylish high-kneed suede pair of blaông xã boots would not leave sầu me alone. They kept appearing on multiple sites that I was on at various points during the week, until I finally gave sầu in and took the plunge. If I wasn’t remarketed lớn, would I still have sầu bought the boots? Probably, because I actually needed fall boots, BUT the chances of me getting that pair from that tên miền would have sầu dropped significantly if remarketing was not in place. This is just one example of the power of remarketing, which has been seen khổng lồ work across a variety of industries.

“Resale is always a good idea. Your CPA’s are generally much lower, you’re keeping people engaged. It’s essentially không tính tiền advertising,” Caleb states. Resale is the best way to optimize your Google display ads. 

Note: As of June 20trăng tròn, Google Ads has extended Customer Match lớn the Display Network! This allows advertisers to create remarketing lists based on email addresses.

Display Network Tip #2: Utilize Managed Placements

Managed placements is the only targeting method that gives the advertiser granular control over where their ads are being placed. If you use methods lượt thích interests or topic targeting, Google is basically doing the decision-making for you and guessing which sites are relevant. Managed placements allows you khổng lồ pichồng và choose exactly the sites that you want your ads khổng lồ be displayed on, which is why it’s a safe bet when branching out into display. According to lớn Caleb, “It’s the best way khổng lồ have control because the people you’re targeting and conversions are consistent, so it tends to cost less.”

zerovn.net Paid Search Strategist Mike Griffith explains the process he uses with clients new lớn the Display Network: “We start as granular as possible, identifying 5-10 domains that are very applicable khổng lồ the hàng hóa or service and start serving up ads on those specific placements first. If the volume is limited, then we exp& to other related sites.” But how do you know which sites are relevant? If you’re struggling to make that decision, Griffith advises digging inkhổng lồ your top referral sites in Google Analytics.


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Display Network Tip #3: Let Your Budget Guide You

“Since display is such a large space (reaching over 90% of the U.S. daily!) you need to be extremely careful when it comes khổng lồ setting your budget,” Mark Irvine explains. He recommends starting out small with an amount that you are comfortable testing with.

Caleb explains how setting up a new display chiến dịch is all about budgets. For example if you have a great danh sách of managed placements, allocate more of your budget towards that chiến dịch, and separate the different placements inkhổng lồ their own ad groups so you can feed more money into lớn the ad groups that contain the placement providing the best return.

Once you get a campaign or ad group running successfully và providing remarkable returns, the next step is to feed more money inlớn it. Mark told me about one client who took their rekinh doanh chiến dịch from $1,000/month khổng lồ $50,000/month and still saw great ROI! Another client in the travel industry was seeing such great return that they stopped running their tìm kiếm campaigns và reallocated that money khổng lồ further grow their reach on display. “Rekinh doanh and display are wonderful because once you hit it right you can just give it more money and get even more return. Your reach is pretty much unlimited,” Mark says.

Display Network Tip #4: Create Ads in Every Format Available 

I know what you’re thinking … isn’t it a waste of time và resources lớn create an ad in EVERY format? Why should I create a text ad if image ads statistically outperform this format?

I understvà these concerns, but the majority of zerovn.neters agree: having an ad in every format is critical due to the fact that some websites will only support one format.

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“Some people feel strongly that you shouldn’t include text ads. I’d say include them và make that decision later. Some placements are only going lớn tư vấn text ads & it could be a junk site or it could be Pandora, so just vị it,” says Mark. “If you’re the only advertiser with a specific format, you’re going to lớn get more exposure at a discount.”

Caleb recommends utilizing both image và text ads, but splitting them inlớn different ad groups. “Text ads are displayed so often, but people prefer image ads because it resonates with them và tells more of a story.”

Display Network Tip #5: Create Ads That Are Simple & Visual

This tip seems obvious & yawn-worthy. That’s what I thought as well until I found out that 67.5% of ads on the display network are plain text ads! This is shocking, due lớn the fact that text ads have much lower click-through rates than image ads. Just check out this table from zerovn.net founder Larry Kim’s recent study.


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This brings me to my next point: as important as it to lớn include text ads in your display campaigns, image ads are a necessity! Sergey says “Ads need to be simple, visual, và easy to read.” Sergey goes on to lớn explain how image ads persize best for visual industries that are naturally appealing, such as travel, where the destination can essentially sell itself. But even B2B companies see success with image ads. For one of Sergey’s clients, he tested out a banner ad with a “Download Now” image that linked right khổng lồ a hàng hóa page. This visual format far outperformed the text ads running and helped the company generate more leads.

Want to create designer-unique display ads in minutes? Try our không tính phí Smart Ads Creator.

Display Network Tip #6: Give sầu Your Display Campaigns the Same Love You Give Search

For those of your running successful tìm kiếm campaigns, you have likely learned that continuously monitoring and adjusting your tài khoản is critical to lớn continue knocking it out of the park. You can’t just rest on your laurels. You likely spover time each week evaluating your tài khoản, scraping through tìm kiếm query data, adjusting keywords bids, setting new negatives, restructuring campaigns, tweaking under-performing ads, & the các mục goes on. This should be no different with display!

“Look at last week & ask, how did it perform? Similar to lớn how you want to add negative sầu keyword with search, you might want to exclude placements with Display,” says Mark. “Display is a slightly different animal, but needs the same love sầu.”

To see where your display ads are being placed, navigate lớn the “Display Network” tab in AdWords, making sure your Display campaign is selected on the campaign tree, và then select “Placements.” If you want khổng lồ exclude a certain site, select the site và use the dropdown to lớn change it khổng lồ “Excluded” (see image below).


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Sergey explains why monitoring this report & making sure your settings are correct is critical: “The majority of your impressions could come from weather.com, where people go for 3 seconds before work – they don’t have time to lớn kiểm tra out your sản phẩm. Make sure you"re getting the right placements. You don’t want lớn be selling life insurance khổng lồ 18 year olds or serving banners for college to people who are 60+.”

In addition to lớn investigating these placements, monitoring và tracking your campaign to lớn the best of your ability is essential lớn making changes and improving your return. “Tracking needs khổng lồ be consistent. Google isn’t consistent with their algorithm so you could be showing on one site for a long period of time & then suddenly thảm bại that placement due to lớn an algorithm update,” says Sergey. “The metrics to lớn focus on depends on your goals. For branding purposes, focus on impressions and clicks, & for sales-oriented goals focus on view-through conversions.”

Caleb recommends looking for conversions, but also looping in analytics to see metrics lượt thích time-on-site. Take a look at the top conversion paths khổng lồ see how these different channels impact your overall conversions. “If you see display is helping organic or even paid tìm kiếm, it’s making an impact by introducing your brand,” he states. “This starts painting the picture of how display is working.” He goes on to explain that tracking is so critical because with Display, “you’re trusting Google to lớn define your audience, but they’re not telling you how they define that, which can be tricky.”

Display Network Tip #7: Set Aside Some Budget for Testing

Another thing that stands out during PPC audits: lack of testing! As I’ve sầu started time and time again, the Display Network is HUGE, which means your reach is pretty much endless. Google also continues khổng lồ release new features và targeting methods khổng lồ reach people, so if you’re not testing some of these options, you could be missing out on a plethora of potential customers.

“Once you’ve sầu hit your main goal, use the leftover budget for testing,” Mike Griffith says. He explains that if your Display campaigns are performing well, then YouTube will probably work as well. Mike recommending setting 10-20% of your budget aside for testing.

Sergey likes khổng lồ start testing right off the bat by creating separate ad groups for contextual targeting, topics, interests, and managed placements. Why? Interests could work great & topical targeting could be a budget-eater with no return. “Normally we don’t know what’s going to work & what’s not, so we need khổng lồ figure this out,” Sergey says.

Mark makes a valid point as well: “Google Display is SO big và no advertiser can completely own it all. It’s all about finding your niđậy and using existing data from smaller campaigns khổng lồ build your next larger chiến dịch.” In order lớn vị so you need to experiment!

3 Google Display Network Mistakes khổng lồ Avoid


Now that we’ve gone over the best strategies to get the most out of your Google Display campaigns, let’s đánh giá what not to lớn do. The experts here at zerovn.net have sầu hit many bumps in the road while setting up và managing display network campaigns. So avoid these three display faux-pas & DON’T vày the following:

1. DON’T Utilize Display Select

If you’ve sầu been doing paid search you likely (or hopefully) know that combining search và display campaigns is a big no-no. I’ve caught clients who are confused as khổng lồ why their click-through rates are so low and their budgets are being eaten up, but they’re not getting any conversions, & typically this is due to lớn the mistake of advertising on both networks simultaneously.

In November of 2013, Google released a solution to lớn combat these issues called Search Network with Display Select. Display Select essentially tells Google to lớn use the majority of your budget on tìm kiếm và then the leftover advertising on display. They may have sầu marketed it as a great solution, but it turns out Display Select isn’t all it turns out to lớn be.


According to lớn Mark, “Display Select is essentially letting Google figure out ‘what is good for you,’ which is never a good idea.”

Mike agrees: “Display Select blends your search ads into lớn the Display Network & since it’s blended, I almost never see good performance with these campaigns.”

Google even discourages it themselves: “If you currently run Search & Display campaigns separately, we recommend you keep them separate for greater bidding, budgeting, & targeting flexibility.”

Moral of the story? Always keep Search & Display campaigns separate!

2. DON’T Over-Layer

As we’ve sầu discussed, there are many ways lớn home in on your target audience within the vast sea of display; due to the massive size và diverse audience of the network it is necessary và critical to target appropriately. With so many options to choose from, some advertisers decide to layer methods on top of each other – for example placements, từ khóa, topics, interests, etc. – believing this will reduce unqualified impressions và clicks.

In reality, over-layering can cause a lot of problems. Mark explains that this is one the biggest issues he finds in client accounts: “When someone creates a new campaign và they go after so many different types of targeting at once, layering upon layering, they typically bởi vì not understvà how this targeting works when layers are added on top of each other. If you want to vị all of these options, thử nghiệm them out in different campaigns.” Over-layering can significantly reduce reach, negatively impact results, và lead to trouble tracking which methods are working or not.

3. DON’T Let thiết bị di động Games Eat Up Your Budget

Did you ever think that kids could be the reason you are wasting a huge chunk of change on AdWords? Well, they could be! Toddlers are stealing their parents’ smartphones khổng lồ play app games where unfortunately your ads are being displayed through the Display Network.

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This is an issue that has appeared time và time again. The most comtháng culprits are the Flashlight App, Flashcards for Babies, Phokhổng lồ Frame Editors, Doodling Apps, and Random Games. Sergey is all too familiar with this problem. “Within all those games the kids are moving their thumbs as fast as possible, clicking your ads by accident. This can cost you a lot! For example if you run a very expensive sầu competitive sầu banner (i.e. personal injury, rehab, law, etc.) each cliông chồng can cost you a lot; a thousand impressions could transfer khổng lồ around a thous& clicks on these apps.”

Check out Caleb’s recent blog post where he outlines how khổng lồ exclude these thiết bị di động games so you’re not wasting your budget on toddlers. “A lot of people see they’re getting clicks và therefore don’t exclude these placements, not realizing these clicks are worthless. This in turn will botch all of the statistics you’re looking at it,” he says.