Get more out of AdWords with the Google Display Network

Video: Introduction to Google Display Network

When you advertise with Google AdWords, your ads show up alongside search results generated by Google's search engine - we call this the Google Search Network. But, at no additional cost, they also appear on the Google Display Network.

The Google Display Network includes a wide collection of websites that have partnered with Google, as well as YouTube, and other Google properties that display AdWords ads such as Gmail and Blogger.

The Google Display Network reaches 75% of unique internet users in over 100 countries and 20 languages on hundreds of thousands of sites across the web. You can see which sites in South Africa display Google AdWords here.

As a new advertiser, your text ads are already showing on all available sites on the Google Display Network (you can opt out of the Display Network under your campaign settings). So if, for instance, you sell bags and have chosen to advertise on the keyword "beach bags", your ad will not only appear when some searches for "beach bags" on Google, but also on relevant websites with content relating to beach bags. As with the Search Network, Google uses your keywords to make sure your ads are always contextual and only display on relevant websites.

But there is more! The Google Display Network allows you to do at least three things that you cannot do on the Search Network:

1. You can use image ads (or banner ads as they are often called). They can be still images or they can include animation and Adobe Flash elements. They are available in many formats, or shapes, as you can see on this page. Image ads allow you to create visually striking advertising, while still preserving the targeting ability of AdWords.

2. You can target your ads at specific websites. Ads on the Google Display Network can be targeted automatically based on your keywords, much like your text ads on Google Search, or manually, which allows you to show your ads only on hand-selected sites. Using the placement tool you can choose to show your ads across an entire site, within sections of the site, or even in specific spots on specific pages that you know are relevant to and popular with your audience.

3. You can choose to pay per mile (thousand impressions), rather than per click. Image ads can be a powerful form of branding or communicating a message, whether someone clicks on them or not. Sometimes the aim of your campaign may be to show your ad to as many people as possible, regardless of whether they click on it. The Google Display Network allows you to choose how much you want to pay per thousand impressions (CPM).
   

Creating your first image ad

Creating a display ad requires very little time and effort to get started. Google provides a tool, called display ad builder, which helps you create your first ad by selecting a template, fonts and colours, and uploading the images and logos you wish to use. Google will then automatically create your ad in most of the standard sizes.

You can select the display ad builder from any ad group page within your account. But for your first ad, it is recommended that you set up a new campaign targeting only the Display Network. Keeping your Search Network and Display Network campaigns separate has the advantage of letting you set different budgets and campaigns strategies for Search and Display.

Follow this step-by-step guide to get up and running on the Google Display Network.

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