The Display Network is a completely different animal than the Search Network.

Display Campaign Structure Best Practices

The Display Network is a completely different animal than the Search Network. You are targeting people earlier in the buying cycle who are not actively searching for your product or service. Therefor, your strategy is going to be completely different. Below are the best practices to follow when running ads on the Display Network. You can view a helpful article from Google that walks you through the step-by-step process of setting up Display campaigns here.

§  Separate Search and Display Campaigns. You are targeting a completely different audience on the Display Network that behaves in a different manner.

§  Create tightly themed ad groups of between 5-20 keywords. The more closely related your keywords, the more likely it is that your ads will be targeted to the write audience. A good strategy is to create ad groups around each product or service you offer.

§  Avoid dynamic keyword insertion. Because no one particular keyword is used to trigger your ads on the Display Network, keyword insertion will not function properly. Therefore we do not recommend using it as part of your ad text.

§  Include negative keywords. The more negative keywords included on a particular topic, the less likely your ad is to appear on pages that match that topic.

§  Test multiple ad formats in all available sizes. Don’t just stick with running text ads on the Display Network. Test image and video ads to determine what type of ad will perform best.

§  Utilize targeting methods to reach different audiences. Google offers many different targeting options for the Display Network. We’ll go over these more in depth in the next section.

Display Network Targeting

In the Display Network’s infancy, when it was still called the Content network, there were just two types of targeting options: automatic placements and managed placements. Now, it seems like Google releases a new type of targeting feature every month. Below is a chart that lays out the different types of targeting options available on the Display Network.

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