As the tenth part in our series for beginners or advertisers that just need some repetition in the basics of AdWords, we’re going to discuss the benefits with advertising in the Display Network. Where AdWords ads are placed is based either on searches or website content, so the Google Network has two components: the Search Network and the Display Network. On the Display Network you can target websites that have partnered with Google (display partners), YouTube, and specific Google properties.

Some rules of thumb that you should use when advertising in the Display network are:
  • Create a specific campaign for the Display Network. Keywords work in a different manner depending on if you’re advertising on the Search Network (relevance) or the Display Network (context/themes), and hence you can improve your Quality Score if you keep the campaigns separated.
  • Start with contextual targeting for your ads, which help you see where your ad show in the Display Network.
  • Run the campaign for 2-3 weeks before you start make any adjustments.
The benefits of running ads on the Display Network is that it’s cheaper than the Search Network, you can pause the ads at any point and you can use more dynamic ads. Also, it’s important to remember that it’s less competition on the Display Network comparing to Search, and through advertising with both networks you’ll have a reach of 95% among the Internet users! Furthermore, to keep campaigns for different networks separated will structure your AdWords account and make it easier to manage. Last but not least, remember that you can use managed placements in the Display network to decide on what webpages you want to be shown.

We hope that these tips will be useful for you when advertising with AdWords. Don’t forget to visit AdWords Beginner’s Guide in the AdWords Help center for further information and guidance.

Last but not least, remember to keep your eyes open for the next post in this blog series for beginners.


Posted by Omar Abou Selman - Google AdWords MENA
Author: Kristin Sarstedt – the Inside AdWords Team