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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Everything You Need To Pass The Google Advertising Fundamentals Exam.

The first time I was studying for the AdWords Fundamentals exam I was extremely nervous. I had been managing accounts for about 4 months but was still unsure if I knew enough to pass the exam. It didn’t help that we were told by those at Hanapin who had already passed “no one has ever failed the AdWords exam, well except for that one intern and nobody’s really sure what happened to him…”. Needless to say I didn’t want to be the first one to fail.

The first time I took the test I studied for about 2 weeks on and off going through the materials and ended up passing with a 95%. The second time I reviewed only what had changed in the exam lessons and passed with a 100%. If I still lived at home I would have made my mom put the print out of the results on the fridge. I wanted to share my experience with preparing for and taking the AdWords Fundamentals Exam to alleviate any stress you may be feeling and to let you know that even if you only have a few months of PPC experience you can ace the exam.

Fundamentals Exam Basics

I used two resources to study for Google’s Fundamentals Exam, one free and one paid option. I can honestly say that I don’t think I would have passed, and definitely not scored 100%, without either one of them. The most important resource is the Google AdWords Learning Center. Here you can access the study materials for the AdWords exams as well as see what information is covered on each test. I prepped by reading through all of the Fundamentals information from beginning to end and went through the elearning presentations for any areas I needed extra review. The process was time consuming, but worth it.

The second study resource I used was the Fundamentals practice exam from iPassExam. The exam costs about $28 for one month of access but it is the most similar practice exam to the actual exam I have found. It offers over 400 questions covering all of the exam lessons and is also revised pretty regularly to reflect updates to the actual Fundamentals exam.

Below are five tips that will help in taking the exam:

Take the exam in a quiet, comfortable location. 113 questions is a lot to read through, so make sure you are taking the exam where you won’t get distracted.

Once you start the exam, you can’t pause the timer. Because of this I recommend you use the restroom beforehand or else it could make for an uncomfortable test taking experience. Also make sure your computer is fully charged or plugged into a power source. If you computer shuts down or your browser closes the time will continue to run. You can reopen the test but you can’t get the lost time back. If you do have any technical difficulties you can email googlesupport@testsys.com where they will review the circumstances.

You cannot open another browser during the exam. The AdWords exam will open up in its own browser page and you cannot access any other part of your computer until the test has ended. This means you can’t look up answers or chat on your computer while taking the exam.

You can mark questions for review and come back to them later. If I didn’t know the answer to a question within about a minute, I marked it for review and moved on to the next. This way I answered all the ones I knew and could spend time going through the more difficult ones without stressing about how many questions I still had left. With the 3 hour exam limit I had more than enough time to go through all of the questions I had marked.

Some questions have many right answers, but only one best answer. Working with PPC you know there are multiple ways to solve a problem and improve performance so there were some questions where I could identify multiple “right” answers. However, Google wants you to choose the “best” answer based on the material from the Learning Center.

If you are taking the Google Fundamentals Exam post any questions you have below and I will share more about my experiences.

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