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.

According to 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 and search, let me give you a quick recap. Google’s Search Network targets users typing directly into Google’s search engine or Google partner search sites, if you opt to expand to Google Search Partners

Display Network Tip

#1: Start with Remarketing

All experts unanimously agreed that remarketing is the place to start when it comes to 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 see it from remarketing first.”

#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 like interests or topic targeting, Google is basically doing the decision-making for you and guessing which sites are relevant.

#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 to setting your budget,” Mark Irvine explains. He recommends starting out small with an amount that you are comfortable testing with.

#4: Create Ads in Every Format Available

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

#5: Create Ads That Are Simple and Visual

This tip seems obvious and 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 to the fact that text ads have much lower click-through rates than image ads.

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

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

#7: Set Aside Some Budget for Testing

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