3 Google Display Networks Advertising Tips You Didn’t Know

The Google Display Network (GDN): or “The Other AdWords Network”

Many AdWords practitioners know enough about the GDN, or are turned off by it after their first attempt because they just aren’t getting the same results as they are from search campaigns.

If they knew more about these tricks, they might give it a second chance. They definitely would be getting better results.

Not setting up a specific GDN campaign.

Typically in the past, when you signed up for a new AdWords campaign, Google showed ads on both Search and Display Networks  – so many didn’t realize they were actually opted in for the GDN. This was a big waste of a lot of advertisers’ money.

While this wouldn’t harm your search campaign, not having a specific GDN campaign gives you no opportunity to optimize it. Given it needs a completely different set up and management approach, that’s not good!

This is less of a problem now as Google is changing the way you set up campaigns. But many people still don’t understand the differences.


Block Mobile and Tablet Aps from Your Campaign

While you can set bid modifiers to -100% to opt out of mobile with full browsers, you are not able to do so for tablets. In order to prevent this, you need to add adsenseformobileapps.com as a campaign placement exclusion. We took it a step further and also excluded the Topic Exclusion “Games”.

Steps To Take To Prevent This:

  1. Go to Shared Library > Campaign Placement Exclusions
  2. Add “adsenseformobileapps.com” as a placement exclusions and apply to all your campaigns
  3. Set Mobile Bid Modifiers to -100%
  4. Set Category Exclusion for GMob Mobile App non-interstitial
  5. Even take it as far as to use a Topic exclusions and exclude “Games”

The official way to do it is via the following procedure:

  1. Open your campaign.
  2. Click the Display ‘Network tab’
  3. Click ‘Interests & remarketing’
  4. Open ‘Exclusions’
  5. Select ‘Categories’
  6. Click ‘Add exclusions’
  7. Select ‘GMob mobile app non-interstitial’ (Currently the last option in the list).

You can also use this to exclude content from Parked domains, error pages, juvenile and in-game content. All of these pages are not likely to drive profits to whatever company your ads are for.


Better targeted groups

When building your campaign, always combine two targeting options within a single ad group. I typically combine keyword contextual targeting with one of the other remaining targeting options. This ensures that my ads are always served in context with the article that a user is viewing. See examples below:

Keyword + Placement

- Ensures that display ads are served on a website of my choosing in context with relevant site content

Keyword + Topic

- Similar to the first example, this method ensures that display ads are served on websites that match the topic target alongside relevant site content

Keyword + Interest

- Ensures that display ads are served to users whose interests match that of my product or service alongside relevant website content.

Hopefully this will help you setting up your next campaigns or tweaking your current ones. If you know of any other settings that are commonly overlooked, let us know in the comments.

Discussions — No responses yet