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UnderstandingthevalueofdisplayandtheGoogleDisplayNetwork

AbouttheGoogleDisplayNetwork

GoogleDismayNetworkandYouTubeoncomputers,mobiledevices,andtablets

ThevalueofdisplayadvertisingontheGoogleDisplayNetwork

Benefitsfo-brandanddirectresponseadvertisers

MediapurchaseoptionsontheGoogleDisplayNetwork

DisplayinventoryandadformatsontheGoogleDisplayNetwork

PlanaGoogleDisplayNetworkCampaign

Thevalueofplanningahead

Howtoplanadisplaycampaign

Aboutenhancedcampaigns

Usingyourupgradedadextensions

Bestpracticesfordirectresponsecampaigns

Createyourads

AdFormatsforTheGoogleDisplayNetwork

UsingtheDisplayAdBuilder

BestPracticesforDisplayAds

DisplayAcPolicies

Implementacampaign

Createanewcampaign

Targetyourcampaign

BiddingfeaturesontheDispgyNetwork

Settingbidadjustments

Measureperformance

UnderstandingCampaignPerformance

RunningAdWordsReports

Optimizeandrefine

IntroductiontoRefiningandOptimizing

AdvancedGoogleDisplayNetworkOptimizationFeatures

AdditionalGoogleDisplayNetworkTools

AbouttheGoogleDisplayNetwork

TheDisplayNetworkisacollectionofpartnerwebsitesandspedficGooglewebsites--includingGoogleFinance,Gmail,Blogger,andYouTube-that

showAdWordsads.Thisnetworkalsoincludesmobilesitesandapps.Ifyou'veeverseenanAdWordsadonyourfavoritenewssiteorinyourGmail

account,andwonderedhowitgotthere,nowyouknow:WebsiteslikethesearepartoftheGoogleDisplayNetwork.

WhenshowingadsontheDisplayNetwork,youcarreachawiderangeofcustomerswithbroadinterests,choosewhichsitesorpagestoappearon,

andengageuserswithappealingadformats.

•Reachnewcustomers:Capturesomeone'sattentionatdifferentpointsinthebuyingcycle.Forexample,ifyourunanartsupplystore,youcancatcha

mom'seyewhenshe'sreadingreviewsaboutthebestbrandsofwashablepaints,butbeforesheputshertoddlerinthecarseatandheadsouttobuy.

•Selectwhereyouradsappear:WithintheDisplayNetwork,youcanchoosemorespecificallywhereyouwantyouradstoappear-youcanselect

typesofpagesorspecificwebsitesforyourads,aswellasaudiencestoshowyouradsto.

•Engageuserswithappealingadformats:Text,image,video,orrichmediaformatscanappearontheDisplayNetwork.

ThereachoftheDisplayNetwork

Frommillionsofpartnerwebsites,newspages,andblogstoGooglewebsitesincludingGmailandYouTube,theDisplayNetworkcanhelpyoushowyour

messagetomorecustomers.

TheDisplayNetworkreaches83%ofuniqueInternetusersaroundtheworld(source:DoubleClickAdPlanner),indudingpeoplespeakingmorethan30

languagesinover100countries.Tohelpmakesureyouradsappearonhigh-qualitysitesandprodtcts,allwebsitesandproductsintheDisplayNetworkare

reviewedandmonitoredbyGoogle.

Someofourdisplaypartners

HerearesomeofourpartnersontheGoogleDisplayNetwork:

Quo<e,com

WWW

■WQ

I回

FindmoreinformationaboutourDisplayNetworkpartners.

MatchingyouradtositesintheDisplayNetwork

Findingtherightaudienceacrossmillionsofwebsitescanbedifficult.TheGoogleDisplayNetworkletsyouputyourmessageinfrontofpotentialcustomersat

therightplaceandattherighttimeinseveralways.

•Reachusersbykeywordsandtopics:UsingcontextuaItargeting,AdWordsfindsthebestplacesforyouradacrosstheGoogleDismayNetwork,

basedonyourkeywords.Thiscanhelpyoushowyouradtoanaudiencethatsinterestedinyourbusinessandmorelikelytotakeaction.

•Choosespecificsitesorpages:Putyourmessageonthewebsitesyouthinkarethebestmatchforyourbusinessusingplacementtargeting.Byadding

managedplacements,youcanshowyouradonspecificwebpages,onlinevideos,games,RSSfeeds,andmobilesitesandappsthatyouselect.Youcan

evenblockyouradsfromsitesyoudon'tthinkarerelevant.

・Rnduserswhoarealreadyinterestedinwhatyouhavetooffer:ShowyouradsonDisplayNetworkwebsitestospecificgroupsofpeople.You

canreachpeoplewhovisitedyoursitebeforebycreatingaremarketingcampaign,orcustomersinterestedinspecificcategories,byaddinginterest

categories.Then,youcanshowthemhighlyrelevantmessagesastheybrowseothersitesontheGoogleDisplayNetwork.

Example

IfyouofferdogtrainingservicesinNewYork,youcouldreachcustomersontheDisplayNetworkintheseways:

•Addthekeyword"puppytraining"andyoumightbeautomaticallymatchedtoablogaboutdogs.

•Identifyasitesellingpuppytoysthatyouwantyouradstoshowon,andaddthesiteasamanagedplacement.

•Useremarketingtoshowyouradstocustomerswhohavepreviouslyvisitedyoursite--evenifthey'rebrowsingpagesabojtkayakinginstead.

AbouttwospecifictypesofsitesontheDisplayNetwork:

Parkeddomains

Aparkeddomainsiteisanundevelopedwebpagethatbelongstoadomainnameregistrarordomainnameholder.OurAdSenseforDorrainsprogram

placesAdWordsadsonparkeddomainsitesthatarepartoftheGoogleDisplayNetwork.

PeoplearriveatparkeddomainsiteswhentheyenterthellRLofanundevelopedwebpageinabrowser'saddressbar.Before,parkeddomainsites

wereblankpages,whichmeantthatpeoplewhocametooneofthesesiteshadtore:rytheirsearch.

Parkeddomainsitesofferadsthatcanberelevanttoaperson'ssearch.Someparkeddomainsitesalsoindudeasearchbox,whichallov/speopleto

furtherrefinetheirsearch.Dependingonthedesignofthesite,aparkeddomainsitecandeclassifiedaseitheraSearchNetworksiteoraDisplay

Networksite.Thatmeansyouradsmayshowonparkeddomainsitesifyou'veselectedtorunyourcampaignontheSearchNetworkorDisplay

Network.

Ingeneral,we'vefoundthatadsonparkeddomainsitesperformaswellasorbetterthanadsonotherSearchandDisplayNetworksites.Ifyou'd

prefernottoshowyouradsonparkeddomainsites,youcanexcludethemfromyourcampaign.

Ifycuhaveconcernsabouttheuseofyourtrademarkinaparkeddomainname,findou:howtofileanAdSenseforDomainstrademarkcomplaint.

Errorpages

OurAdSenseforerrorsprogramshowsAdWordsadswhenpeopleenteranunregisteredURLorasearchtermintheirbrowser'saddressbarrather

thaninasearchenginesuchasGoogle.Previousy,thesesearcheswouldresultinerrorpages(forexample,a"404error"page),whichv/ouldleavethe

personwithnootheroptionbuttodoanothersearch.Now,thesepagesofferads(somepacesalsoincludeactualsearchresults)thatcanberelevant

infomation.

AdSenseforerrorsusesGoogle'stechnologytointerpretsearchtermsbeforedeliveringtargeted,contextuallyrelevantadstopeople.Thepagesthat

displayyouradsthroughAdSenseforerrorsbelongtoourDisplayNetwork.Youradscanappearonthesepagesonlyifyou'veselectedtheGoogle

DisplayNetworkinyourcampaignsettings.

Ifyou'dprefernottoshowyouradsonerrorsites,youcanexcludethemfromyourcampaign.

AdtypesontheDisplayNetwork

Inaddition:othetextadsyou'llseeinGooglesearch,sitesontheDisplayNetworkshowothertypesofvisuallyengagingads,too.Here'salistofadformats

youcanusetoattractcustomersontheDisplayNetwork:

•Textads

GoogleAdWords

wwwgooglecom'AdWocds

TryGoogleAdWords&GetYour

BusinessAdsOnlineinMinutes?

・Imageads-adsthatincludephotosorartwork

.Richmediaads-adswithanimationorothertypesofmotion

•Videoads

DecidingiftheDisplayNetworkisrightforyou

Ifyou'reinterestedinattractingcustomersanddeliveringacompellingmessageaboutyourbusiness,advertisingontheDisplayNetworkcanworkforyou.

Displayads-forexample,videoorimageads-canreallyboosttheperformanceofyouronlineadcampaignsandleaveanimpressiononcustomers.

HerearesomecommongoalsthatyoucanachievebyadvertisingontheDisplayNetwoik:

•Sellmoreproductsorservices

•Buildcustomerloyalty

•Engacewithcustomers

•Increasebrandawareness

Readtipsonhowtomeasureyourcampaignperformancebasedonyouradvertisinggoals.

MeasuringeffectivenessofadsontheDisplayNetwork

Tomakesureyou'reachievingyourbusinessgoalswiththeDisplayNetwork,youcanalsoreviewdetailedreports.

•Reports:SPPpxarttynnwhatwphpag。。ynuradran,whichad,dplivprthpmewtclicks,andwhichsitzgivpyouthemc3salpsforthpICWPWCC4.Ry

segmentingyourad'sperformancebynetwork,andbytrackingitsperformanceonindividualDisplayNetworkplacements,youcanseewhenandwhereit

performsbest.Then,youcanadjustyourtargetingandbiddingstrategytogetthemos:bangforyourbuck.

•Value:IfourdatashowsthataclickfromaGoogleNetworkpageislesslikelytoturnintoactionablebusinessresults-suchasonlinesales,registrations,

phonecalls,ornewslettersignups--wemayautomaticallyreducethebidforthatsite,chargingyoulessforthesamedick.

Casestudies

Learnfromfellowadvertisers'experiencebycheckingouttheseexamplesofadvertiserswhofoundtheDisplayNetworkwasrightforthem:

•CarnivalCruiseLinesusedcontextualtargetingontheGoogleDisplayNetworktoincreasebookingsby284%infiveweeks,sawa72%decreaseincost

perconversion,and36%increaseinleads.

•TheJordanBrandusedtheGoogleDisplayNetworktotargetnicheaudiencesandimprovebrandawarenessandengagement.

•YankeeCandleusedremarketingontheGoogleDisplayNetworktore-engageshoppers,increaseconversionratesby600%,andcutcost-per-conversion

inhalf.

GoogleDisplayNetworkandYouTubeoncomputers,

mobiledevices,andtablets

Googlehastwopropertieswheredisplayadsareeligibletoappear:

TheGoogleDisplayNetwork

TheGoogleDisplayNetworkiscomprisedofGooglepropertieslikeYouTube,GoogleFinance,Gmail,andothersthatofferdisplayadvertising,aswellasa

networkofmillionsofpartnersitesandmobileappsonwhichyoucanplaceyourads.*Googlehasbuiltoutthetoolsandproductsneededtohelpyou

maximize-esultsfrombothbrandandproductawarenesscampaignsandalsodirectperformancecampaignsthatusedisplayads.

ThroughtheGoogleDisplayNetwork,advertiserscanaccessdisplayadinventoryfrompublisherpartnersinourGoogleAdSenseprogramandfrieDoubleClick

AdExchange.UsingGoogleAdWordsoranapprovedthird-partyadserver,advertiserscanplacetteirtext,image,video,orrichmediaadsautomaticallyon

relevantsitesacrossthenetwork.Theycanrunthesecampaignsacrossthenetworkbycontextuallytargeting,manuallyselectingspecificSpiesorplacements

,remarkedng,interestanddemographictargetingandmore.

OnlinevideoandgamesiteswithintheGoogleDisplayNetworkarealsoavailabletoadvertiserswhewanttoextendthereachoftheirdisplaycanpaignseven

further.Advertiserscanappearbefore,duringorafteravideostream,overlayavideoortextadontopofavideo,orrunanimage,video,ortextadatthe

conclusionof□video.AdsarcsoldononauctionpricingmodclandcanbemanagedthroughGoogleAdWordsbysclcctingonlinevideoandgamesiteswithin

thenetwork.

♦Notallproductsareavailableinallcountriesorregions.

YouTube

DisplayadscanappearonYouTubeintwoways:throughanauction-basedmodelusingGoogleAdWords,orthroughareservation-basedmodelwhere

placementsarepurchaseddirectlythroughYouTubeadsales.WithGoogleAdWords,youcantargetyourdisplayadstoappearin,on,orarouncYouTube

pages.Withreservation-basedplacements,youhaveaccesstodifferentYouTubeinventorythatisnotavailablethroughaself-managedAdWordsaccount,

suchastheHomepage.Pricingforreservedinventoryisbasedonapre-determinedspendwithhichercostcommitmentsandanimpressions-based

reservationmodel.

ThevalueofdisplayadvertisingontheGoogleDisplay

Network

TheGoogleDisplayNetworkisusedbythousandsofadvertiserstoreachusersonhundredsofthousandsofwebsitesandappsacrossallpublishercategories,

fromlarge^ell-knownsitestonichesitesandaudiences.Statedsimply,theGoogleDisplayNetwork(GDN)willplaceyourdisplayadsagainstrelatedcontent

andaudiencesacrossthousandsofsites.

OurjobatGoogleistomakesurethatmarketersandagenciesarearmedwiththebesttoolstohelpyouplan,create,buyandtarget,andmeasureand

optimizeyourcampaigns.

•MassiveScale:Withsignificantglobalcoverageyourmessagewillreachmoreofyourtargetaudience,inmoreplaces,moreoften.TheGoogleDisplay

Networkcomprisesbothhundredsoflargesitesandhundredsofthousandsofnichesites.

•MeasurablePerformanceandMaximizedResults:TheDisplayNetworkdeliversmeasurableperformanceforbothbrandinganddirectdisplayclients;

maximizingtheirresults.Forexample,ourresearchshowsthatwhenadvertisersusedtheDisplayNetworkincombinationwithSearch,themedian

advertiserhasaDisplayNetworkcostperacquisition(CPA)that'swithinapproximately2%oftheirSearchCPA.TheGoogleDisplayNetworkalsodrives

nearly20%oftotalconversionsforthemedianadvertiser.*

•ContextualEngine:AkeydriverofthesuccessisGoogle'sabilitytoharnessthepowerofthebestcontextualengineontheplanettoplaceadsagainst

thcmcstrcIcvontcontcnt.Thiscnoblcsyoutofindandconncctwiththcmostcngogcdoudicnccs.Researchshowsthatbrandrecallincreasessignificantly

whenadsaretargetedcontextuallyv.non-contextuallyrelevant.

・CustomNetworksthroughEffectiveTargeting:Keywordcontextualtargeting,alongwithothertargetingtechnologiesavailableontheGoogleDisplay

Networksuchasplacementtargetingandaudiencetargeting,allowsyoutobuildandtargettoyourowncustomnetworksandtofindandconnectwiththe

rightcustomersmoreeffectivelyandmoreoften.

•Transparency,ActionablelnsightsandValuethroughAuction:Intermsofcampaignmanagement,toolssuchasthePlacementperformance

Report,ConversionOptimizer,andConversionTrackingprovidecompletetransparencyintowhat'sworking,andwhatisn't.Thisgivesyoutheactionable

insightsyouneedtohelpyoueffectivelyoptimizeyourcampaigns.

Withflexiblepricingmodels(CPM,CPC,CPA)aswellasthemostpopularDisplayAdformats,andtransparencyintoperformance,theGoogleDisplayNetwork

drivesresultseverydayforthousandsofadvertisersaroundtheworld.

Benefitsforbrandanddirectresponseadvertisers

DisplayadvertisingontheGoogleDisplayNetworkiseffectiveinhelpingadvertisersachieveawidevarietyofgoals,frombrandingtodirectr

BrandAdvertisers

BrandadvertisersaretypicallymostconcernedwithensuringtheirmessagereachestheirtargetaLdience,whilemaintainingcontrolofwheretheirbrand

appears,andthecostperimpressionoftheirads.TheGoogleDisplayNetworkallowsadvertiserstobuildacustomnetworkofsitesutilizingawiderangeof

targetingtedinok)gies(e.g./keywordcontextual,placement,andaudience).Thisallowsadvertiserstofindandconnectwiththeirtargetaudiencemore

effectivelyandmoreoften,providingthemwitheffectivetargetingatscale.

Ifyou'reprimarilyconcernedwithbrandinggoals,youcanmanuallyselectsiteswhereyouwantyouradtoappear.Youcanalsousesiteandcategory

exclusions,andnegativekeywordstoavoidshowingoncertainsitesandcontentwithinthenetwork.Forexample,ifyou'resellingskibootsand/oudecideto

targetthesportssectionofanonlinenewspaper,youcanusenegativekeywords,suchasfootball,toavoidshowingyouradonirrelevantcontentOurauction

pricingmodelensuresthatadvertisersarepayingcompetitivepricessetbythemarket,notbyGoogie,andadvertiserspayonlywhatanimpressionisworthto

them.

DirectResponseAdvertisers

Directresponseadvertisersarenormallylookingtodriveahighvolumeofconversionsatthelowestpossibleprice,andthereforearen'tasconcernedwith

marketingtheirbrand.Aconversioncouldbeasignup,lead,purchase,orotheractionsthatanadvertiserwantsausertotake.

Akeydrive'oftheGoogleDisplayNetwork'ssuccessindrivingdirectresponseadvertisers'goalsistheabilityofGoogle'scontextualtargetingenginetoplace

adsagainstthemostrelevantcontentacrosstheweb.Thisenablesadvertiserstoconnectwiththemostengagedaudiencesattherightmoment.Forexample,

ifyou'resolingdigitalcameras,youcanchosekeywordssuchas"digitalcamera"toshowyouradonwebpagesaboutcameraequipment,discussiongroups

forcamerahobbyists,orcameraproductreviewsites.

TransparentreportingonGoogleAdWordswithPlacementPerformanceReportshelpsadvertisersseewhatisandisn'tworkingtooptimizetheirdisplay

campaignsaccordingly.Theauctionpricingmodelensuresthatadvertisersarepayingcompetitivepricessetbythemarket.Whencombinedwiththeoptionto

payonlywhenauserclicks,andtoolsliketheDisplayCampaignOptimizerandConversionOptimizerwhichautomaticallymanagebidstoatargetcostper

acquisition(CPA)/theGoogleDisplayNetworkbecomesaneffectivechannelfordirectresponseadvertiserstoachievetheirperformancegoalsforbothdisplay

andnon-Cisplaycampaigns.

MediapurchaseoptionsontheGoogleDisplayNetwor

GoogleAdWordsisanauction-basedadvertisingsystemthatallowsyoutobidforadplacementsonGooglepropertiesorpublisherpartner

websiteswithintheGoogleDisplayNetworkYoucanbidonacost-per-click(CPC)orcost-per-thousand-impression(CPM)basis.Thewinner

oftheauctionpaystheminimumamountnecessarytooutrankthenextadvertiserintheauctionwhentheadappearsonapage.

Ifyou'rerunningacampaignonboththeSearchandDisplayNetworkssimultaneously,youmaywanttosetaseparatebidforwhenyour

adsappearonDisplayNetworksites.TheDisplayNetworkbiddingfeaturemakesthispassible.Ithelpsyoumanageyourbudgetandmeet

yourspecificadvertisinggoals.

Choosetherightpricingforyourgoals:

•Cost-per-clickCCPQrWithCPCbidding^outellushowmuchyou'rewillingtopayperdick,andweusethatpriceinourauctionpricing

system.CPCisagreatchoiceifyourgoalistodrivetraffictoyoursitewithyourads.

•Cost-per-thousandimpression(CPM):Withcost-per-thousand-impression(CPM)bidding,youbidbasedontheamountyouwanttopay

forimpressions,orviews,ofyourad.CPMbiddingworksbestwhenyouwanttofocusonbranding-whenit'simportantthatyour

messageisseenbyasmanyofyourtargetusergroupaspossible,andgeneratingtrafficisnotyourprimarygoal.

•Cost-per-acquisition(CPA):WiththeConversionOptimizertool,youbidusingamaximumcost-per-acquisition(CPA),whichisthemost

you'rewillingtopayforacustomerperformingaspecifiedactiononyourwebsite(suchasapurchaseorsignup).Usinghistorical

informationaboutyourcampaign,theConversionOptimizerautomaticallyfindstheoptimalcost-per-click(CPC)bidforyouradeach

timeit'seligibletoappear.Youstillpayperclick,butyounolongerneedtoadjustyourbidsmanuallytoreachyourCPAgoalsandcan

benefitfromimprovedROLIfyourgoalistodriveonlinetransactions,thisistherightchoiceforyou.

DisplayinventoryandadformatsontheGoogleDisplay

Network

DisplayInventory

DisplayinventoryontheGoogleDisplayNetworkcancomefromoneoftwosources:AdSenseortheDoubleClickAdExchani

•AdSense:AdSensepublishersaretheprimarysourceofinventoryontheGoogleDisplayNetworkzservingtext,display,andvideoads

fromAdWordsontheirsites.Publishersdeterminethetypeandsizeofadstheywanttoallowontheirsite,andthenGoogledelivers

adsthatarerelevanttotheircontentthrougheithercontextualorplacementtargeting.

•DoubleClickAdExchange:SelectinventoryfromtheDoubleClickAdExchangeisaIsopartoftheGoogleDisplayNetwork.Alladvertisers

whoareoptedintotheDisplayNetwork[limitedtocertainregions]haveaccesstoDoubleClickAdExchangeinventory.Thisallowsyour

adstoappearonnumerousDoubleClickAdExchangepublishersitesinadditiontothoseavailablethroughGoogleAdSense.

AdFormats

ThefollowingdisplayadtypesareeligibletoshowontheGoogleDisplayNetwork:

•TextAds:ThesearethemostbasictypeofAdWordsads.TheycanbecreateddirectlyinyourAdWordsaccount,andareoften

referredtoas"sponsoredlinks."

•ImageAds:AdWordsimageadsaregraphicaladsthatcanbestatic(motionless)oranimated.Youcancreateanduploadyourown

imageads,orusetheAdWordsAdgallery,formerlyknownasthedisplayadbuilder,tocreateone.Imageadscanalsobeservedby

anycertifiedthirdpartyadserver.

•VideoAds:Onlinevideoisoneofthelargestareasofmediaconsumption,withanaudienceofhundredsofmillionswhoareopenand

accustomedtoadvertisinginvideocontent.GoogleAdWordsallowsyoutoreachandengagethisaudiencewithvideoplacementsand

adszwhichcanbeuploadeddirectlyintotheAdWordsinterfaceorservedbyacertifiedthirdpartyadserver.

•RichMediaAds:Richmediaadsallowyoutomoreactivelyengageawebuserthanstandardtextordisplayformats.Richmediaads

includevideoads,Flashanimatedads,andadsthatmixtextandanimatedcontentanddesigns.Youcaneasilycreatethesetypesof

adsusingtheAdWordsAdgallery,oryoucanuseexistingrichmediaassetsservedthroughathirdpartyadserver.

Thevalueofplanningahead

Runninganeffectivedisplaycampaignrequirescarefuplanning.Thevalueofplanningliesinefficientexecution,whichcanleadtoalowercostof

implementation.Itsimportanttothinkcarefullyaboutwhatyouwanttoachievezthemessageyouv/antyourconsumertotakeawayzandyoursuccess

metrics.

Questionstoconsiderwhileplanningyourdisplaycampaign:

•Whatarethemainbenefitsyou'reoffering?

•Whatisyourcompetitiveedge?

•Whoa-eyourtargetcustomers?

•Whatisyourtargetprice?

Therearefivemainstagestoplanningandimplementingadisplaycampaign,whichyouwilllearnmoreaboutinthenextse

1.Identifyyourgoals

2.Findyourtargetaudience

3.Createyourcustomdisplayad

4.Setyc-urbidsandbudget

5.Understandperformancemanagementtoolsandfeatures

Howtoplanadisplaycampaign

Therearefivemainstagestoplanningadisplaycampaign:

1.Identifyyourgoals:Isyourgoaltodrivedirectresponsetrafficandgeneratedicks?Orisyotrgoaltopromoteyourbrandandmeasureuser

engagement?Identifyingyourgoalsupfrontwillhelpyoutobetterplanandimplementyourdisplaycampaigns.Theultimategoalforyourcampaignwill

influenceyourtargetingchoices,pricingmodel,creativemessaging,andeventhemetricsyouchoosetotrack.

2.Rndyourtargetaudience:findingpotentialcustcmersdistributedacrossthousandsofpublisterwebsitescanbedifficult.Google'stargetingtechnologies

helpyoudeterminewhichsiteswouldbemostrelevantforyourcampaigns,allowingyoutoconnectwithyourcustomerswhenandwhereitmatters.Relevant

adsaremorevaluableforbothconsumersandadvertisers.Youcanfindyourtargetaudienceforyourdisplaycampaignby:

•Targetingbasedonawebpage'scontent:ContextualTargetinguseskeywordstoautomaticallymatchyouradtothecontentofaw

•Handpickingsites:UsePlacementTargetingtochooseadplacements,fromentirewebsitestoadpositionsonspecificwebpages.

•Definingrelevantconceptsonhandpickedsites:FindnicheaudienceswithacombinationofPlacementandContextualTargeting.

•Rndingusersinspecificinterestcategories:Interest-BasedAdvertisingreachesuserstasedonthetypesofsitestheyvisit

・Optimizingbydemographic,location,andtime:Demobidding,geoandday-oartingcontrolsletyoufocusyourspendintherightc

•Excludingirrelevantcontentandsites:Advancedtargetingcontrolsprovideycurfullcontroloverwhereyouradsappear.

•ManagingFrequencyofadimpressions:Frequencycoppingletsyoufocusyourimpressionsonmoreinterestedconsumers.

3.Createyourcustomdisplayad:UseGoogle'sAdgallery,formerlyknownasthedisplayadbiilder,tocustomizeanewad,oruploadyourown.

Customizeyourmessagingtobespecifictoyourproductandaudience,andtodrivethedesireduserresponse.

4.Setyourbidsandbudget:WithGoogle,youonlypaywhatanadisworthtoyou.Inouruniquepricingmodel,everyadisanauctionjyoubidthe

maximumamountyouarewillingtopayforadickoranmpression.Cost-per-click(CPC)pricingisnostappropriateforadvertiserswhoarelockingtodirect

traffictotheirwebsiteoronlinestore.Cost-per-thousandimpressions(CPM)pricingisappropriateforadvertiserswhoarefamiliarwithtraditionaladindustry

metricsandarelookingforbrandnamevisibilitywithpotentialcustomers.

5.Understandperformancemanagementtoolsandfeatures:AdWordsoffersseveraltoolsandfeaturestohelpyouevaluateandmanagethe

performanceofyourdisplaycampaigns.Itsimportanttounderstandthesetoolsupfrontsothatyouarecomfortableusingthemwhenthetimecomesto

optimizeyourcampaign.Forexample,ifyouhavedirectresponsemarketinggoals,youshouldsetipConversionTrackingafteryou'vesetyourbidsand

budgetinordertobettermeasureyoursuccesslater.LearnmoreabouttheavailableAdWordsTools.

Aboutenhancedcampaigns

AnAdWordsenhancedcampaignmakesiteasiertoreachpeopleacrossalldeviceswiththerightads,basedontheirspec