How to Set Up Display Ad Network

If search ads are the bread and butter of AdWords, as we said, the display campaign is the Bacon, Lettuce, Tomato of the complete AdWords diet.

BLT GifWhile Search campaigns are limited to the Google Search results page, Display campaigns leave the confines of Google and appear on websites throughout the web.

These websites can range from specific URL based targets, like adidas.com, to some general category of websites, such as Athletic Apparel e-commerce sites, around the web.

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To see what I mean, check out the home page for the Milwaukee Journal Sentinel. As you can see, the site maintains its content in the center, leaving the right-hand side for ads duly noted “advertisement”.

It is likely that Marquette University targeted JSOnline specifically with a hefty bid, seeing as two (#’s 1 and 3) of its ads are placed in the top 3 ad positions.

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Display Ad Example

As a Milwaukee-based University, Marquette has seized a potent opportunity by targeting JSOnline readers, who are seeking to educate themselves with up-to-date news and Pulitzer-Prize winning journalist. As you have likely seen (unless your brain is some kind of adblocking wizard), these ads are everywhere.

What is a display ad?
Display ads are the billboards and magazine ads of the internet.

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Unlike traditional Google text-only search ads, advertisers can spice things up when creating display ads. They’re made of pictures, images, symbols, and text that display on AdSense enabled websites. This network of websites, that uses AdSense (aka where your Display Ads can show) is called the Google Display Network, or GDN for short.

There are over 2 million websites in Google’s Display Network, which, in total, reaches over 90% of all internet users. Google Display ads are shown on all major blogs, publications, and apps, making display advertising an excellent tool to reach the right customers at the right time.

What are the types of Display Ad Campaigns?
There are four primary display ad types:


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Responsive ads are text ads paired with a stock image, featuring a one-line header text and your URL.

Gmail ads look like sponsored emails that show up towards the top of Gmail inboxes. When clicked on, some of them expand to a full-sized graphical HTML page.

Banner ads are graphical ads that live on websites. This is the most popular display ad format.

App ads are smaller mobile-focused banner ads within mobile apps.

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No longer available: text ads are search ads, but are displayed in Google’s GDN instead of Google Search. They are made up of a headline, two lines of body text, and a website URL. Google sunset text ads on January 31st, 2018.

How are display ads priced?
Google runs an auction every time there is an opportunity to show your ads. Advertisers set their bid prices and Google determines which advertiser is willing to pay the most for the vacant ad spot.

After determining the winner, Google charges one cent more than the 2nd highest bid, so advertisers don’t overpay for an ad.

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There are three pricing models available for advertisers, contingent on your business goals.

Cost-per-Click (CPC): Advertisers are only charged when someone clicks on an ad and visits your webpage.
Cost-per-thousand Impressions (CPM): Advertisers pay per one thousand views. This is the best option for larger awareness campaigns.
Cost-per-Acquisition (CPA): Advertisers pay per conversion on their site, whether it be email signup or an online purchase.

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