Help Desk Hangouts: Display Network Advertising with Google AdWords

Friday, May 4, 2012 | 9:00 AM

Editor’s note: Each week on the Google+ Your Business page, we’re putting you in touch with Googlers and users who can help you as a business owner get the most out of our products and features.

In our latest Help Desk Hangout On Air, we discussed advertising on the Google Display Network with Googlers Dori Storbeck, Courtney Pannell, Joanna Kim, Neil Mendelowitz, and two Top Contributors from the AdWords CommunityKim Clinkunbroomer and Theresa Zook. The group shared tips and tricks for the Display Network, and the TCs shared some of their personal experiences. If you missed it, you can watch the full hour-long Hangout on the Google Business YouTube channel (check out the video description for a minute-by-minute breakdown):



Here are a few of the questions you asked us to answer during the Hangout:

Can independent consultants take advantage of the Display Network? 
Yes, anyone can utilize the Display Network for advertising their products and services; however, whether it is right for you may depend on your specific business and your advertising goals.

Where is the Display Network available?
The Display Network is available in all countries that AdWords serves.

Which clicks are more likely to become conversions search or display?
Search and display perform very differently, depending on your overall campaign goals.

What’s more effective: automatic placements or manual?
If you’re trying to reach a specific audience or target users who demonstrate a particular interest and you have an idea of some Display Network websites where you want your ads to appear, managed placements are probably the best bet for you. If you’re just starting out with Display, we would suggest opting into automatic placements at first and then reviewing the domains you show on to further refine and optimize.

If in your industry search approximate cpc is = to display approximate cpc why would you do display?(Besides the obvious increase in potential traffic.)
The Display Network is a great way to find customers that may not be actively searching for your product. Other than potentially increasing traffic to your website, you can potentially grow your customer base and get more conversions.

Tips on how to get JPEG ads approved quickly?
Our ad review turn around time is usually 1-3 business days. If your ads are under review for more than 3 business days, please get in touch with us or submit your ads directly to our review team.

For remarketing, how do I set the ad up to show people the products they viewed but not purchased?
You can create different audience lists so that you create an audience for users who visited your product pages and users who completed a purchase. You can then create a “custom combination” list to subtract those who purchased from those who visited your pages and did not purchase.

What is the difference between topics and interest categories? How are these compiled?
Topic targeting allows you to place ads on pages directly related to the topic you've selected, whereas interest categories allow you to reach users across the Display Network who have shown specific interests, regardless of the page they're currently on.

For remarketing, would you suggest using just one method per ad group, i.e., contextual, topic, interest, managed placements, or is it OK to mix them?
Remarketing operates by showing your ads to users on your audience list, so within your ad group, the audience list should be the only targeting you have set up.

If you could only choose between search and display and the approximate cpc was the same. Which would you chose and why?
This question really depends on your business and your advertising goals. In general, we tend to see advertisers looking for more direct response focus on the Search Network, while those who are interested in branding and remarketing might want to focus on the Display Network.

Of course, if you’re interested in both, we’d recommend creating a specific campaign to target each network individually.

Any suggestions on frequency capping numbers?
When you turn on frequency capping for a campaign, you can set a limit for the number of impressions you allow an individual user to have per day, per week, or per month, and you can choose whether this is applicable to each ad, ad group, or campaign. So ultimately, the frequency capping number you select depends on your goals and the size of your advertising endeavor. Kim and Theresa suggested numbers around 5-15 impressions per day for an individual user.

I know there is a placement tool in AdWords - however it doesn’t seem to show "all" of the websites available in the network. I have found sites displaying relevant ads, but I did not find it in tool. Is there another way to identify these potential sites?
Yes! In addition to our Placement Tool, you can check the DoubleClick Ad Planner for other sites that are in the Display Network.

To learn more about how to get started with the Display Network, visit our Help Center or check out the AdWords Community forum. And remember to tune in to the live stream of our next Hangout at 11 a.m. PT Wednesday May 9 — topic to be announced on the Google+ Your Business page early next week!

Posted by Dori Storbeck and Courtney Pannell, Global Online Advertising Associates