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Hints To Using the Google Display Network (GDN)

Many online advertisers overlook the Google Display Network (GDN) in their Pay Per Click advertising campaigns. The reason for this is because:

* display advertising takes unique perspective and overall strategy

* understanding how to effective advertise using the GDN requires learning and experience

* marketers are intimidated by the display network from a budget standpoint

Google Display Network GDN AdvertisingWhen used correctly, display advertising via the GDN can be a momentous game-changer for your PPC efforts. And because its less popular than paid search advertising, there are more opportunities to capture market share and beat out your competitors.

In this post, we are going share some hints to using the GDN and how make your display advertising campaign more profitable.

The 5 Targeting Types

There five primary forms of display ad targeting when using the Google Display Network. Some of targeting methods work better than others. We go into detail about each below.

Keyword Targeting

After choosing keyword targets for a display ad group, your ad will be shown on related webpages that have those keywords in the copy of the page. This one of the least effective techniques, for it offers little control over your ad placements. Hint: The fewer keywords in a display network set or ad group, the better. Also, use negative keywords very carefully and sparingly

Placement Targeting

Here you can select the type of sites as well as specific webpages you want your display ads to appear. Placement targeting gives you more control over where you want your ads to appear. Hint: Regardless of how attractive some of the suggested placements are based on high traffic volumes (e.g. Mapquest.com,) never run your display ads on these sites. These sites are too broad, however Google will suggest these placements for all types of categories.

Topic Targeting

As a great alternative to keyword targeting, PPC display advertising via topic targeting is simply based on various categories. Here you select from a hierarchy of various topics in which sites are grouped in. Hint: Pinpoint the most focal or niche topics to start and delve into broader topics to expand your reach.

Interest Targeting

Perhaps one of the most powerful methods is using interest targeting. Based on all of the information that Google extracts from it users (via Google+, Gmail, etc) you can display your PPC ads according to certain interests. This offers a high degree relevancy when advertising your target markets. Hint: Try using an emotional approach with your ads when using interest targeting. Craft ad copy and visual elements that really stand out on the page.

Remarketing (Re-targeting)

Remarketing is practice of serving an ad to someone who has already visited your website. Although this requires a bit more effort and strategic execution, it can be highly effective for ecommerce PPC and other situations where a 'follow-up ad' might be appropriate. Hint: Remarketing using the GDN can be intrusive if overused. Be sure to schedule your ad frequency to display at appropriate consistencies. Many display advertisers will agree that interest targeting and remarketing provide the highest CTR rates and overall success. We suggest evaluating your overall Pay Per Click advertising strategy, along with your target market, and plan a cohesive approach that offers the best results.

There's a lot that goes into display advertising using the GDN. What types of challenges do you commonly face? Let us know in the comments below.

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