27 Mar 2012

Google Display Network Upgrade

March 27, 2012PPC Advertising

Display campaigns and the banner ads themselves have changed drastically over the last several years. With web and mobile advertising continually evolving and becoming more complex, we have been compelled to adapt our display ads to appeal to an ever-changing audience. As Internet users have become savvier, the typical banner ad has shifted from a simple gif format to animated images in a flash (yes, pun intended). Today, it’s no secret that banner ads are created to be more interactive than ever, and it’s all to boost click-through rates. It might seem strange to you, that even though these ads have evolved over the years, their launch platform on AdWords has not – or at least it hadn’t changed until recently.
Sing your praises to Google! Now you will be able to purchase and run your display ad campaigns from the new “Display Network” tab in AdWords. Previously, these customizable options were scattered across several tabs, making campaign management possible but pretty inconvenient. Over the next few weeks, AdWords users will have the ability to use this new interface to build their campaigns. Now you can place bids, organize targeting settings, launch remarketing campaigns, and work on optimization, just to name a few features, all from within one tab.
You already know that certain display ads are triggered by the context of a web page in Google’s Display Network. This contextual engine has always worked hard to ensure that your ads are presented to your most relevant potential customers. In addition to the development of the new “Display Network” tab, this engine is also getting a revamp so that your ads are appearing at the most opportune times.
AdWords is rolling out “Next-Gen Keyword Contextual Targeting”, which will give you the ability to increase the efficiency of your contextual campaigns. This feature gives you the chance to work with your campaigns’ most basic units – your keywords. It’s now easier for you to run your search and contextual campaigns simultaneously. Previously, you had to create exclusive ad groups to run campaigns with varying themes. Now you only have to access one page to see which of your keywords are working most efficiently. Envision that you own a company that specializes in selling athletic-wear. You will be able to measure the effectiveness of the keyword “athletic shoe sale” vs. “Reebok shoes”. If you see that “Reebok shoes” is attracting more clicks, you can use this information to thoughtfully optimize your campaigns, and ultimately maximize your profits.
Visual learners should be thrilled to hear that Google has plans to introduce model images to the “Display Network” tab. Their goal is to give you more resources to reference while targeting campaigns. You will be offered a targeting diagram, which will show you how your keywords, placements and more are working together to attract clicks and potential conversions. This should prove to be a great asset for you, especially if you find comfort in visual aids.
All of these changes are meant to make optimization easier for you. As the PPC advertising climate continues to morph, Google has kept their promise of creating versatile tools to help you succeed. The new tab and contextual targeting approach are such to give you a leg up when organizing your campaigns, and visual aids will prove helpful to many. You should feel good knowing that Google is willing to adapt AdWords to the times in order to offer a more fluid approach to search-based advertising.