It’s all about the Google Display Network. Your PPC Campaign allows for different placement options. These include other relevant websites, specific to your keywords or business that have implemented Google Adsense. These websites display your advertisements through text ads, banner ads, and video ads. For instance, Brand Business just started a PPC campaign and wants their banner ads and text ads displayed on more than just the Google Search Engine in the sponsored results. Brand Business then targets specific websites opted in to the Google Display network with their custom advertisements. Now, when people browse the internet, Brand Business’s ads are displayed to them and advertised across all selected target websites on the Google Display Network. So how are display network ads further targeted, filtered, and paid for?
Targeting the Display Network
There is a verity of ways to target the display network and there are different methodologies for banner ads (graphic display advertisements) and text ad units. We’ll help you work through the details, based on what your ultimate advertising goals are. You can choose to advertise on one specific website or a handful of managed placements or you can advertise automatically, across an entire pool of websites based on contextual targeting. You can also target specific “topics,” called topic targeting. Topic targeting allows you to advertise on websites about specific topics, whether about gardening, automotive repair, or real estate. Targeting the display network is a great way to increase brand awareness, traffic, and conversions.
Contextual Advertising & Manual Placements
Contextual targeting is based on website content relevant to your text ad keywords. This allows you to automatically target a wide range of websites that are closely related to your ads. For instance, if your text ad has keywords about dog grooming, then readers browsing websites about dog grooming can be eligible to see your ad unit. Manual placements on the other hand can be completely irrelevant to the content on the publisher’s website. Consider for a minute, advertising on a popular local news stations website. A manual placement allows the flexibility to place your text or graphic ad across every page or specific sections of the news website, regardless of the content. With manual placements, you can literally hand select the websites you need to display your ads on.
Cost Per Click (CPC) or Cost Per Impression (CPM)
When advertising on the Google Display Network, implementing a CPC or CPM approach depends on multiple factors. The most important of these factors concerns conversions vs. branding. Cost per click advertisers are mainly focused on return on investment, increased traffic, and conversions. Cost per impression advertisers on the other hand are more concerned with reach and increased awareness/branding.