How to find the right Display settings for your clients’ needs The Google Display Network (GDN) is the world’s largest online network of websites. It includes specific Google websites, such as Google Finance, Gmail, Blogger, and YouTube, as well as mobile sites and apps. Setting up your client’s advertising campaigns on the GDN will provide them with the opportunity to reach new audiences, by connecting them with the vast number of internet users out there. Use the three keys to Display settings below to get more out of your clients’ campaigns.
1. Choose a marketing objective Setting marketing objectives is your first step towards achieving better results for your clients. There are three types of marketing objectives to choose from, each of which can help you create your campaigns more efficiently and effectively. The objectives are: Build awareness Influence consideration Drive action Once you’ve identified your marketing objective for the campaign you're building, you can select one or more sub-options. This will help you further identify the kind of extensions that will boost your campaigns.
2. Define a bid type Bid types on the GDN help you get the most value from your client’s campaigns by setting just the right price for your ads. Here are the types of bids you can use For "Search Network with Display opt-in" campaigns, we’ll automatically adjust your bids on the Display Network to try to mirror your search performance. Learn more. For "Display Network only" campaigns, you can set ad group default bids, custom bids or bid adjustments.
AdWords gives you several ways to bid for ads: Cost-per-click (CPC) bids These bids work best for campaigns that aim to drive visitors to a website. Your client will only be billed when someone clicks on their ad. Enhanced cost-per-click (ECPC) This is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. Using ECPC can help you get more conversions from manual bidding. Cost-per-acquisition (CPA) bids This bidding option is suited to campaigns that are designed to encourage sales, sign-ups and other forms of conversion on your client’s site. Your client is billed for each click on their ad, but AdWords automatically sets bids to reach a target CPA. Remember that Conversion Tracking must be set up on your client’s site for CPA bidding to work.
Cost-per-thousand-impressions (CPM) bids Use CPM bids for campaigns that focus on impressions. With this option, your client is billed for every 1,000 impressions their ad receives, rather than for clicks on the ad. Cost-per-view (CPV) This is the default way to set the price you'll pay for your TrueView video ads (when created with AdWords). You'll pay for video views and other video interactions, whichever comes first. Create effective display ads There are may options when it comes to display ads, so make sure you explore the various templates, colors, and content available, in order to get the best results.
3. Here are our top tips for creating effective display ads.
Include a strong call-to-action. Make sure ad text and images are balanced within the body of the display ad and within the overall ad size. Use our suggested display ad templates to try out new ideas. Include prices, promotions, and exclusives and use relevant terms where appropriate. Provide a relevant landing page. Test different ad sizes and try out different messages with different images. Test and show your image ads on all sorts of mobile devices, including smartphones, feature phones, and tablets.
If you need any other information about using Display settings to get the most out of your client’s campaigns, please visit the Help Center.
