When people think of Google Adwords advertisements, they typically think of the tagged advertisements that appear at the top of a search query. However, many do not realize the Google Display Network exists, or a network or digital real estate that exists on numerous web pages on the internet. By placing a campaign on the Google Google Display Network, advertisers are entering programmatic auctions with other advertisers to compete for this digital real estate. If your advertisement wins the auction, it will be displayed in the ad space on the web page when it is loaded for the user. The auctions are won by having a strong, contextually relevant advertisement and a higher maximum bid than the competition.
One of the helpful features of an Adwords campaign on the Google Display Network is the alignment of relevant content. Adwords will utilize the keywords that trigger your advertisement and use them to find web pages containing relevant content. The service also contains tools to manually fine-tune your campaign in order to reach the most relevant audience. As a result, your advertisements are placed in front of users that are most likely to be interested in your landing page. For example, an advertisement created to boost sales of camping tents would be a highly relevant ad on a page reviewing camping tents. Additionally, this advertisement may also be directed towards users searching for hiking boots or other outdoor supplies.
Luckily for advertisers, the ad space reserved for the Google Display Network is not exclusive to just the Google Display Network. Creating a Search with Display Select campaign, Adwords users are able to cover auctions triggered by both search queries and Google Display Network spaces. This option is extremely beneficial for users looking to cover the most ground, as your advertisement will be included in auctions for what was previously two separate environments.
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