How To

Advertising on Google's Display Network

Within Google AdWords, we have three network options to serve ads: Google Search, Search Partners, and Display Network (formerly Content Network).  Google Search is just what it sounds like --your ads are served only on Google.com. Search Partners can include other search engines such as Ask.com and AOL.com.  The Display Network pushes ads to blogs, email, content, and video sites such as YouTube.  

If you notice your campaigns are showing a high number of impressions and extremely low click-through-rates when running on Google's Search Partners, your ads may be getting served on product result pages on sites such as Target.com and BestBuy.com.  We have found that these non-search engine, Search Partner sites not only have a low click-through rate (CTR), but also typically carry a very low conversion rate.  If your account has a tight budget with many in-demand terms, you should test opting out of the Search Partners to cut out potential low-quality clicks or analyze a Search Query Report in Google.  Queries from sites like Target.com and BestBuy.com will display as the webpage breadcrumb that the ad is being served on.  So, if you are an electronics retailer and you see a query like "Electronics Digital Cameras Panasonic Cameras," that is most likely a breadcrumb as stated above and you should consider adding that "query" as a negative keyword.  

Google's Display Network, formerly called the Content Network, is comprised of hundreds of thousands of websites, including top news portals, blogs, and content sites allowing you to reach more potential customers.  Display networks let you:

  • Create all types of ads
  • Place the ads on websites that are relevant to what you are selling
  • Show the ads to the people most likely to be interested 
  • Manage and track your budget, campaigns and results

There are different strategies for targeting your ads on the Display Network:

  • Automatic Placement:  Keyword based strategy that lets Google analyze and determine most relevant sites to advertise on. Also referred to as Contextual Targeting.
  • Managed Placements: Allows the advertiser to determine what sites it wants to advertise on
  • Re-targeting: show ads to users who have visited your site previously, and possibly not checked out.

The Display network works differently than the Search network. On the Display network, keyword URLs are not used, instead the URLs on ads or placements are served up. To track these clicks in the paid search component of ChannelAdvisor Digital Marketing, the ads and placements need to have Tracking URLs. For re-targeting, the audiences can be set up in AdWords, but they are not given tracking URLs automatically; they must be added manually after the audience is defined.

Prerequisites


You must set up ChannelAdvisor Paid Search to see performance data for the Display Network. 
 

Tasks Related to the Display Network


The following tasks are related to display networks.

How to setup the Display Network for Keyword Contextual Targeting

  1. Create a Display Campaign on Google. We recommend keeping keyword targeted campaigns separate. To do so, you will select "Display Network Only" as your campaign type in ChannelAdvisor.
  2. Create Ad Groups, Keywords and Ads according to Display Network Best Practices for Contextual Targeting. Make sure your ad URL matched a managed domain from your account. You may also use Keyword destination URLs and we recommend giving Keywords a destination URL, even if it is the same as the ad group default. This helps ensure that all keywords get tracking URLs.
  3. Configure ChannelAdvisor to automatically add tracking tags this campaign. 
    1. In ChannelAdvisor, navigate to Digital Marketing > Account Settings > Provider Accounts, and select Edit Autotrack for the Google account. 
    2. Check the box for each content campaign (if you do not have "autotrack all" enabled).
    3. Click Save.
  4. ChannelAdvisor will automatically track Keyword Contextually Targeted campaigns performance at the Keyword Level and will report this in the Actionable Reporting section of ChannelAdvisor (Digital Marketing > Marketing Management > Actionable Reporting).

*If you have legacy Display Network, Keyword Contextually Targeted Campaigns that were set up using the work around below, you will need to re-enable AutoTrack for these campaigns. At that time you should make sure that the keywords have destination URLs that match a managed domain from your account. Once you see that the keywords have received tracking, you can remove the tracking URLs from your ads to allow the traffic to report at the keyword level.

How to setup the Display Network For Retargeting or Placement Targeting

To see the performance data in ChannelAdvisor, follow the steps below.

  1. Create a Display or Retargeting Campaign on Google. We recommend keeping keyword targeted campaigns separate.
  2. Sync your Google Account in ChannelAdvisor by going to Digital Marketing > Account Settings > Provider Accounts and selecting the account, and then clicking Sync Now .
  3. Configure ChannelAdvisor to stop automatically adding tracking tags to this campaign. 
    1. From  Digital Marketing > Account Settings > Provider Accounts select Edit Autotrack  for the Google account. 
    2. Uncheck the checkbox, Enable AutoTrack on all active campaigns associated with this account
    3. Uncheck the box for each content campaign.
    4. Click Save.
  4. Create an Ad Group.
    1. For Remarketing, you will add one or more audiences to each ad group via the Google AdWords interface.
    2. For Placement targeting, you will add one or more placements to each ad group via the Google AdWords interface.
  5. Create an Ad.
  6. Create a temporary keyword for each Ad Group that you just created. This keyword will be used to set up tracking properly.
    •  For example, use 'adgroup_remarketing_ShoppingCart' as the keyword name. Create the keywords in ChannelAdvisor, and they will get assigned a tracking URL. If you create the keyword on Google, you must do use the Sync Now feature in ChannelAdvisor under Digital Marketing > Account Settings > Provider Accounts to copy the keyword details to ChannelAdvisor.
  7. Copy the Tracking URLs created in step 6. You can find the tracking URL by finding the keyword in Google AdWords and copying the Destination URL.
    1. Display Network Managed Placements: paste it into the Destination URL for each ad and managed placement in the campaign.
    2. Re-targeting: paste it into the Destination URL field for each ad and Audience in the Re-targeting campaign.
  8. Pause the temporary 'adgroup_remarketing_ShoppingCart' keyword in AdWords.

Note: ChannelAdvisor's Automated Bidding will not evaluate and bid audiences or placements, so please monitor the performance through Reporting.

Best Practices


  • Image Ads are graphical ads displayed on websites.  With respect to Digital Marketing, Image Ads run on select websites on Google's Content Network. ChannelAdvisor has found that Image Ads far out perform text ads in terms of click through rate on Google's Content Network, however text ads will have a deeper reach and typically drive more traffic than Image Ads.

Reference


Within Google AdWords, we have three network options to serve ads: Google Search, Search Partners, and Display Network (formerly Content Network).  Google Search is just what it sounds like --your ads are served only on Google.com. Search Partners can include other search engines such as Ask.com and AOL.com.  The Display Network pushes ads to blogs, email, content, and video sites such as YouTube.  

If you notice your campaigns are showing a high number of impressions and extremely low click-through-rates when running on Google's Search Partners, your ads may be getting served on product result pages on sites such as Target.com and BestBuy.com.  We have found that these non-search engine, Search Partner sites not only have a low click-through rate (CTR), but also typically carry a very low conversion rate.  If your account has a tight budget with many in-demand terms, you should test opting out of the Search Partners to cut out potential low-quality clicks or analyze a Search Query Report in Google.  Queries from sites like Target.com and BestBuy.com will display as the webpage breadcrumb that the ad is being served on.  So, if you are an electronics retailer and you see a query like "Electronics Digital Cameras Panasonic Cameras," that is most likely a breadcrumb as stated above and you should consider adding that "query" as a negative keyword.  

Google's Display Network, formerly called the Content Network, is comprised of hundreds of thousands of websites, including top news portals, blogs, and content sites allowing you to reach more potential customers.  Display networks let you:

  • Create all types of ads
  • Place the ads on websites that are relevant to what you are selling
  • Show the ads to the people most likely to be interested 
  • Manage and track your budget, campaigns and results

There are different strategies for targeting your ads on the Display Network:

  • Automatic Placement:  Keyword based strategy that lets Google analyze and determine most relevant sites to advertise on. Also referred to as Contextual Targeting.
  • Managed Placements: Allows the advertiser to determine what sites it wants to advertise on
  • Re-targeting: show ads to users who have visited your site previously, and possibly not checked out.

The Display network works differently than the Search network. On the Display network, keyword URLs are not used, instead the URLs on ads or placements are served up. To track these clicks in the paid search component of ChannelAdvisor Digital Marketing, the ads and placements need to have Tracking URLs. For re-targeting, the audiences can be set up in AdWords, but they are not given tracking URLs automatically; they must be added manually after the audience is defined.

Prerequisites


You must set up ChannelAdvisor Paid Search to see performance data for the Display Network. 
 

Tasks Related to the Display Network


The following tasks are related to display networks.

How to setup the Display Network for Keyword Contextual Targeting

  1. Create a Display Campaign on Google. We recommend keeping keyword targeted campaigns separate. To do so, you will select "Display Network Only" as your campaign type in ChannelAdvisor.
  2. Create Ad Groups, Keywords and Ads according to Display Network Best Practices for Contextual Targeting. Make sure your ad URL matched a managed domain from your account. You may also use Keyword destination URLs and we recommend giving Keywords a destination URL, even if it is the same as the ad group default. This helps ensure that all keywords get tracking URLs.
  3. Configure ChannelAdvisor to automatically add tracking tags this campaign. 
    1. In ChannelAdvisor, navigate to Digital Marketing > Account Settings > Provider Accounts, and select Edit Autotrack for the Google account. 
    2. Check the box for each content campaign (if you do not have "autotrack all" enabled).
    3. Click Save.
  4. ChannelAdvisor will automatically track Keyword Contextually Targeted campaigns performance at the Keyword Level and will report this in the Actionable Reporting section of ChannelAdvisor (Digital Marketing > Marketing Management > Actionable Reporting).

*If you have legacy Display Network, Keyword Contextually Targeted Campaigns that were set up using the work around below, you will need to re-enable AutoTrack for these campaigns. At that time you should make sure that the keywords have destination URLs that match a managed domain from your account. Once you see that the keywords have received tracking, you can remove the tracking URLs from your ads to allow the traffic to report at the keyword level.

How to setup the Display Network For Retargeting or Placement Targeting

To see the performance data in ChannelAdvisor, follow the steps below.

  1. Create a Display or Retargeting Campaign on Google. We recommend keeping keyword targeted campaigns separate.
  2. Sync your Google Account in ChannelAdvisor by going to Digital Marketing > Account Settings > Provider Accounts and selecting the account, and then clicking Sync Now .
  3. Configure ChannelAdvisor to stop automatically adding tracking tags to this campaign. 
    1. From  Digital Marketing > Account Settings > Provider Accounts select Edit Autotrack  for the Google account. 
    2. Uncheck the checkbox, Enable AutoTrack on all active campaigns associated with this account
    3. Uncheck the box for each content campaign.
    4. Click Save.
  4. Create an Ad Group.
    1. For Remarketing, you will add one or more audiences to each ad group via the Google AdWords interface.
    2. For Placement targeting, you will add one or more placements to each ad group via the Google AdWords interface.
  5. Create an Ad.
  6. Create a temporary keyword for each Ad Group that you just created. This keyword will be used to set up tracking properly.
    •  For example, use 'adgroup_remarketing_ShoppingCart' as the keyword name. Create the keywords in ChannelAdvisor, and they will get assigned a tracking URL. If you create the keyword on Google, you must do use the Sync Now feature in ChannelAdvisor under Digital Marketing > Account Settings > Provider Accounts to copy the keyword details to ChannelAdvisor.
  7. Copy the Tracking URLs created in step 6. You can find the tracking URL by finding the keyword in Google AdWords and copying the Destination URL.
    1. Display Network Managed Placements: paste it into the Destination URL for each ad and managed placement in the campaign.
    2. Re-targeting: paste it into the Destination URL field for each ad and Audience in the Re-targeting campaign.
  8. Pause the temporary 'adgroup_remarketing_ShoppingCart' keyword in AdWords.

Note: ChannelAdvisor's Automated Bidding will not evaluate and bid audiences or placements, so please monitor the performance through Reporting.

Best Practices


  • Image Ads are graphical ads displayed on websites.  With respect to Digital Marketing, Image Ads run on select websites on Google's Content Network. ChannelAdvisor has found that Image Ads far out perform text ads in terms of click through rate on Google's Content Network, however text ads will have a deeper reach and typically drive more traffic than Image Ads.

Reference


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