1. GOOGLE Display NetworK
May 2016

2. DISPLAY NETWORK: OVERVIEW
First, it is important to understand the difference between Search Network and Display Network:

3. DISPLAY NETWORK: OVERVIEW
Image ads tend to outperform text ads on Display Network, but not all sites/pages in the Display Network allow the same types and sizes of ads. We recommend using both text and image ads, and using the most popular sizes of image ads, if not all sizes.
Google image ad specs:
Most popular image ad sizes, as per Google:

4. DISPLAY NETWORK: OVERVIEW
“The Display Network reaches % of Internet users worldwide and includes more than million publisher sites such as nytimes.com and weather.com.”
Source: Comscore 2013

5. DISPLAY NETWORK: OVERVIEW
Because the Display Network is so vast, the number of impressions there will typically far outnumber those on Search.
However, clicks won’t likely be proportionately greater; as a result, clickthrough rates on Display tend to be significantly lower than those on Search.

6. DISPLAY NETWORK: REMARKETING
Remarketing, also known as retargeting, is simply reaching back out to users who already visited your website. This is one of the most popular Display Network strategies to use, as you are marketing to warm leads.
You can define the type of “audiences” to whom you want to remarket, and the options are almost as limitless as your imagination.

7. DISPLAY NETWORK: REMARKETING
Popular audiences include: All Visitors, All Converters, and [for eCommerce] Cart Abandonment.
However, audience lists can be built to be as customized as you would like.
For example, perhaps you wanted to market general plumbing services to people who used your water heater repair services in the past.
Or, maybe you want to show ads with a special offer for people who previously used you for emergency services.
Possibly, you want to show an ad to anyone who visited any page on your website, to remind them to have routine annual services performed.

8. DISPLAY NETWORK: REMARKETING
Included in your monthly PPC rate is:
The creation of one Remarketing campaign with one audience, two text ads, and the provision of the remarketing tracking code.
Additional audience setups/targets start at $49/each, and are custom quoted based upon the complexity of the audience.
Templatized image ads are $99 per set/concept/audience.
Custom image ads are $200 per concept, with two sets (one animated, one static) in the three best performing sizes. (6 total ads)
Sample templatized ad:
Sample custom ad:

9. DISPLAY NETWORK: REMARKETING
Remarketing lists can be leveraged through other efforts including, but not limited to: Search Network, Marketing, Facebook, etc.
For more information visit:

10. DISPLAY NETWORK: BY KEYWORDS
Display Network cannot read individual keywords or match types.
Instead, it detects themes, and works with contextual targeting to match desired target themes with related pages in the Network.
Keywords that are very general and poor for Search are usually great for creating Display Network themes.
Source: VisualThesaurus.com

11. DISPLAY NETWORK: BY KEYWORDS
Service-Based Theme, By Keywords, Example:
plumbing, leak repairs, blocked drain
These are some placements where ads may appear based upon the theme we have provided:
Source: Google AdWords Display Planner

12. DISPLAY NETWORK: BY KEYWORDS
Target Market-Based Theme, By Keywords, Example: parenting, exercising, home decorating
These are some placements where ads may appear based upon the theme we have provided:
Source: Google AdWords Display Planner

13. DISPLAY NETWORK: BY INTERESTS
Interests targeting allows you to target based upon two sets of interest types: Affinity and In-Market.
Affinity Interests Examples:
Sports Fans, Pet Lovers, Outdoor Enthusiasts
In-Market Interests Examples:
Financial Services, Travel, Consumer Electronics

14. DISPLAY NETWORK: BY TOPICS
The Topics option allows you to select from a variety of pre-set popular categories.
Topics Examples:
Beauty & Fitness, Books & Literature, Real Estate

15. DISPLAY NETWORK: BY PLACEMENTS
Source:

16. DISPLAY NETWORK: BY PLACEMENTS
Managed Placements can be hand-selected based upon where Remarketing/Display users have already converted, or based upon sites we know our target market likes to visit.
For example, maybe we feel that our target market can be found browsing on NFL.com, or we see that a user in our Remarketing list visited HGTV.com, and then clicked our Remarketing ad there.

17. DISPLAY NETWORK: BY DEMOGRAPHICS
To target by Demographics, simply select the gender(s) and/or age(s) that fit your target market, and the system will find placements for your ads that are typically viewed by your designated demographic market.