google adwords campaign

About Search Network with Display Select

The "Search Network with Display Select" campaign type helps you reach people as they use Google search or visit sites across the web.

How it worksYou manage your "Search Network with Display Select" campaigns the 
same way that you'd manage a "Search Network only" campaign: set a budget, choose relevant keywords, create ads, and set bids. 
Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.Learn more about Search Network With Display Select»

About the Display Network ad auction


The Display Network ad auction shares many similarities with the AdWords auction. Your ads are ranked among other advertisers' ads based on Ad Rank, which is based on your Max cost-per-click (CPC) bid and Quality Score. This means that if your Quality Score is sufficiently better than the score of the advertiser immediately below you, you could rank higher than that advertiser, even if this person's bid is higher than yours.

Just like in the AdWords auction, your Max CPC bid isn't necessarily how much you'll pay per click. The price you pay -- Actual CPC -- depends on the outcome of the auction, and it’s often less than your Max CPC bid.

 This is how the Display Network ad auction differs from the AdWords auction:

●You'll pay what's required to rank higher than the next best ad position only for incremental clicks you get from being in the current position.
●You'll pay the price you would have for the next best ad position for the rest of the clicks.Learn more about theDisplay Network Ad Auction»
Contextual targeting is one of a few different methods that you can use to get your ads on sites and web pages that are part of Google’s Display Network. This method of targeting uses the keywords or topics you’ve chosen to match your ads to relevant sites.

1.You choose keywords and topics - Keywords are individual words, whereas a topic is a web page’s concepts or central theme, rather than its individual terms.
2.Our system analyzes web pages that make up the Display Network - Our system analyzes the content of each Display Network web page or URL, considering factors such as the following:
●Text
●Language
●Link structure
●Page structure
3.Your ad gets placed

By keyword

When your keyword matches a web page’s concepts or its central theme, your ad is eligible to show on that web page (also known as an automatic placement). By topicWhen your topic matches a web page’s central theme, your ad is eligible to show on that web page.
Learn more about contextual targeting»

Display Advertising exam refresher guide 

Welcome to the Display Advertising exam refresher guide -  the perfect way to prepare for your display advertising exam. The exam includes basic and advanced concepts, including best practices for creating, managing, measuring, and optimizing display ad campaigns across the Display Network. This handy resource is a shortened version of the full Display Advertising exam study guide, which is available on our Partners Help Center. You’ll also find additional information and plenty of helpful links throughout.


In the exam, you can expect 100 questions and a 120 minutes time limit. It’s necessary to get 80% to pass. And you’ll need to pass both AdWords Fundamentals and Display Advertising exams (or one of the other AdWords exams like Video, Search, Shopping or Mobile Advertising) to become AdWords certified.


Here’s what we’ll cover in this refresher guide:


Module 1 About the Google Display Network


Module 2 Setting up a Display Network campaign

2.5 Choose a bid for your Display Network campaign
2.6 Bid on viewable impressions using viewable CPM
2.7 About Enhanced cost-per-click (ECPC)
2.8 About bid adjustments
2.9 About flexible bid strategies
2.10 About Conversion Optimizer
2.11 Enhance your ad with extensions
2.12 About mobile app installs campaigns
2.13 Create dynamic display ads
2.14 Lightbox ads
2.15 Create a Lightbox ad
2.16 Editorial & professional requirements
2.17 Fix a disapproved ad


Module 3 Showing your ads on the Display Network

3.1 Targeting settings on the Display Network
3.2About managed placements
3.3Target websites about specific topics
3.4 Add negative keywords to your campaign
3.5 How language targeting works 
3.6 Using custom ad scheduling
3.7 Advanced mobile and tablet options in “Display Network only” campaigns
3.8 Using Display Planner to get targeting ideas and traffic estimates
3.9 The Display Network tab


Module 4 Reaching your audience on the Display Network

4.1 Reach people interested in your products or services 
4.2 Reach people similar to your existing audiences
4.3 Reach people of specific demographics
4.4 Use remarketing to reach past website visitors and app users
4.5 Use dynamic remarketing to show ads tailored to your site visitors
4.6 Create a feed for your dynamic display ads

Module 5 Measuring and optimizing performance on the Display Network

5.1 Drive sales and generate leads
5.2 Increase brand awareness
5.3 Measuring sales and conversions
5.4 Evaluate ad performance on the Display Network
5.5 Account, campaign, and ad group performance
5.6 Explore your data on the Campaigns tab
5.7 Optimize Display Network ads and campaigns
5.8 Tips for creating effective display ads
5.9 About display targeting optimization
5.10 Understanding conversion trackingTake the display advertising exam


Module 1
About the Google Display Network
1.1
About the Google Display Network
1.2
Where ads might appear in the Display Network
1.3
About contextual targeting
1.4
About the Display Network ad auction
1.5
About “Search Network with Display Select”
1.6
Create an effective mobile site

Where ads might appear in the Display Network

When you advertise on the Google Display Network, your ads can appear across a large collection of websites, mobile apps, and video content. Here are some examples:

●Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors

●DoubleClick Ad Exchange publisher sites

●Google sites such as Google Finance, Blogger, Google Maps, and YouTube (Google search not included) 

With over 2 million Display Network sites that reach over 90% of Internet users worldwide (Source: Comscore), there are a lot of opportunities to reach customers. However, to target your customers effectively, choose campaign settings and add targeting methods to your ad groups that specify the conditions for when your ads can show on the Display Network.


Learn more about where ads might appear on the Display Network»

»

About the Google Display NetworkDisplay 

Module 11.1About the Google Display Network

The Display Network is a collection of partner websites and specific Google websites
 including Google Finance, Gmail, Blogger, and YouTube - that show AdWords ads. This network also includes mobile sites and apps. When showing ads on the Display Network, you can:

●Reach new customers

●Select where your ads appear

●Engage users with appealing ad formatsMatching your ad to websites in the Display NetworkThe      Display Network lets you put your message in front of potential customers at the right place and at the right time in several ways

●Reach users by keywords and topics: Using contextual targeting, AdWords finds the best places for your ad across the Google Display Network, based on your keywords

●Choose specific websites or pages: By adding managed placements, you can show your ad on specific webpages, online videos, games, RSS feeds and mobile websites and apps that you have selected

●Find users who are already interested in what you have to offer:You can reach people who visited your website previously, by creating a remarketing campaign
AdWords Account Structure
Account
  • Your account contains all your campaigns and ad groups
  • Email address, password, billing information, and account preferences are all part of your account information
Campaigns
  • Each Campaign has a name, start/end date, daily budget, ad distribution preferences, and      language/location targets
  • Each campaign is either keyword or placement targeted
  • Each campaign contains at least one ad group
Ad Groups
  • Keyword or placement targeted
  • Successful advertising= many small and highly targeted ad groups
Versatility

  • You can run as little as one ad with a few keywords or up to 25 campaigns with as many as 100 ad groups each

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