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How to get the most from Display settings
Cast a wide net. Setting up your client’s advertising campaigns on the Google Display Network (GDN)
gives them access to a vast ocean of internet users. The GDN is the world’s largest online network of
websites. It includes specific Google websites like Google Finance, Gmail, Blogger, and YouTube. It also
includes mobile sites and apps. Read on to learn how to get the most from the GDN, and soon you’ll be
swimming in the sea of success.
1. Choose a marketing objective
Setting marketing objectives can help get the best results for your clients. They
guide you to the specific Display Network campaign features designed to work
best for a particular goal. Think of them as guideposts that help you create your
campaign more efficiently and effectively.
There are three types of marketing objectives:
● Build awareness
● Influence consideration
● Drive action
To get started, identify your marketing objective for the campaign you're
building and then select one or more sub-options. For example, you might
identify the objective "Drive action" and then select "Call your business." As you
set up your campaign, you'll see features like call extensions that are suited to
2. Define a bid type
Bid types on the GDN help you get the most value from your campaigns by setting just the
right price for your ads. Here are the types of bids you can use:
● For "Search Network with Display Select" campaigns, we’ll automatically adjust
your bids on the Display Network to try to mirror your search performance. Learn
more about Search Network with Display Select bidding.
● For "Display Network only" campaigns, you can set ad group default bids, custom
bids or bid adjustments.
When you advertise on the Display Network, you can set your bids in different ways
in your campaign:
Cost-per-click (CPC) bids: This option works best for Display Network campaigns that place
a priority on driving visitors to your client’s site. As with Search Network campaigns, your
client is only billed when someone clicks on their ad.
AdWords and Analytics 1/2
3. Create effective display ads
Display ads offer many options, so take the time to experiment with
different templates, colors, and content to get the best results. You want
your ad to standout!
Here are our top tips for creating effective display ads.
● Have a clear, highly visible call-to-action - Make it obvious where you
want customers to click and what they’ll find when they do.
● Balanced ad content - Make sure your ad text and images are balanced
within the body of the display ad and within the overall ad size.
● Try different ad ideas - Not sure how to make an ad? Get your creative
juices flowing with our suggested display ad templates.
● Include prices, promotions, and exclusives - If you’ve something special
to offer, make sure your customers see it. Use terms like special offers,
coupons, discounts, promo codes, and bargains where relevant.
● Provide a relevant landing page - Take a look at the landing page on
your website that you're linking to. Make sure to include a clear call-to-
action in your ad that takes viewers straight to that landing page.
● Test different ad sizes - Create three to four ads per ad group, trying out
different messages with different images. See which ad performs the
best with your customers.
● Go mobile - Show your image ads on all sorts of mobile devices,
including smartphones, feature phones, and tablets.
AdWords and Analytics 2/2
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 value from your ad budget.
ECPC for text ads is available on the Search Network and the Display Network,
except in campaigns that promote mobile app downloads. For Shopping ads, ECPC
works only on Google Search.
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): Cost-per-view (CPV) bidding is the default way to set the
price you'll pay for your TrueView video ads (when created with AdWords). With
CPV bidding, you'll pay for video views and other video interactions (such as clicks on
the call-to-action overlays (CTAs), cards, and companion banners), whichever comes
Focus on clicks - use maximum CPC bids
I’ll manually set my bids for clicks
AdWords will set my bids to help maximize clicks within my target budget
Enable Enhanced CPC
We’ll use your conversion tracking data and bids to optimize for Conversions
You can change your conversion bid metric to optimize for Conversions
Tip: Save time managing your bids with a flexible ECPC bid strategy.
You’ll be able to apply ECPC bid optimization more strategically to entire campaigns
or specific ad groups of your choice. Learn about flexible bid strategies