What is The Google Display Network?
The Google Display Network is defined as a group of over two million websites, videos and apps, there your ads can appear to google users. This will give you plenty of options of how you want to display your business or product to consumers.
In this article we're going to tackle the basics so you can have some rudimentary understanding before you get into the specifics of using Google Display Network Affiliate Marketing.
Here you will use keywords and research your topic finding the best way to get impressions and convert your ads into leads. Unlike Google search ads, the Google Display Network is more focused on you putting ads inside pages that relate to the topic the reader is looking at.
For example, you're a writer who loves to talk about great places to go on vacation. A person is looking at an article about Cancun vacation homes.
For your convenience here's an index so you can jump to certain sections as you please:
You could find a company that will pay you for putting their ads on your page about getting a $3,000 credit to go on vacation to Cancun. If people Click on that ad and sign up with them to go on a trip to Cancun, you could get paid a percent of that sale they make off that Ad.
Another way to use the Google Display Network to show your ads to the right people is by setting up a remarketing campaign through google ads. You may have wondered why you see the same ad on multiple websites you visit about a product you viewed on a website you have been on before. This is due to using remarketing campaigns so that you as the consumer click on the ad to purchase a product or service.
There you can have your ads follow people around on similar websites that relate to your business or product.
Remember this… people statistically do not buy or sign up for what you have to offer usually until they have seen it 5 to 7 times. It's rumored that number has increased to 30-35 with the digital world being as prevalent as it is now. So making what you are offering relevant in their minds is essential. You may have the absolute best product on the market, but being the loudest in the room and making your branding “cool” is really even more important than your product.
Google Display Network vs. Facebook
Google Display Network and Facebook both have large platforms where people can put up their advertisements to let people know more about their product or service. Facebook though has a different method to narrowing down potential clients.
They do not use keywords in their writing, they target people based on demographics like age, location, relationship status etc. Unlike the Display Network, you can trust facebook ads to automate but when in the facebook interface for advertising do not use the mode “automatic placements” it is like facebook's way of using “broad match”. This is no good and gives facebook too much free will with your ads.
When creating a Facebook campaign you do have to use objectives and goals unlike adwords. To get the best results I would recommend using the “awareness” objective which will pump out your brand as much as possible. Facebook has a very smart interface and knows when you get conversions from your ads.
If running these ads to a website you have created it would be best to set up a Pixel account. This is Facebook’s version of google analytics. You can input this in your ads manager tab on facebook. Both with Google Display and Facebook you must set up the conversion goals and create campaigns to run your ads.
HTML5 (Hypertext Markup Language) is the latest programming language, released in October of 2014. If your interested in programming side of digital marketing this is a software solution stack that defines the behaviors and properties of web page content by implementing a markup based pattern to it.
To explain that in plan english HTML is a syntax tool you can use to be able to write code on browsers. Not all browsers are able to interpret all codes. For example if you have a word document and you try to open it in google chrome or firefox it is not going to work. The browser is not able to interpret that and put it on the screen.
HTML is able to change that and now you would be able to show what you want to show on the screen. HTML you can think of as the foundation and structure of a home. You have the walls, floor, doors etc. in relation HTML is where you want to place a video, a heading, sidebars etc. Telling the webpage “this is where I want to place ______ at”.
HTML5 provided a new upgrade for websites users. It inlcuded……
- New Elements
- Full CSS# Support “Cascading Style Sheets”
This is where you make the “style” to your website. So like I said HTML is the foundation of a website, CSS is like the chandeliers, couches, tables cabinets etc. This is where you find on a website what’s actually in the place where you put a video, what is the actual title of the page, what terms are used in the sidebars, colors, fonts, animations etc. which is the “style” of a website.
- 2D/ 3D Graphics
This is what makes animations into videos and audio for websites.
- SQL “Structured Query Language” Databases
This is a tool that performs updates and receives data for your databases and makes it easy to access the data stored inside. You can create tables change data and quickly find data you're interested in. For example, If you have a website where people can sign up to view your content, you can use SQL to find what specific information about a person or a group of people have in common. If you want to see how many males vs females joined you can see that quicker than going one by one through a list of people.
- Video and Audio
This is how you write in the code for the audio and video on a web page. In the video or audio controls you can specify if you want people to hit the play button to start a video/audio “<video/audio controls>”, if you want the video to play right when someone enters the page”<video/audio controls autoplay>” and if you want it to keep replaying after the video/audio is done playing “<video/audio controls autoplay loop>”
- Local Storage
Stores data and keeps it even after the webpage is closed on the user's browser. With this application, it is a better version of “cookies” and is more secure.
- Web Applications
Guys this is just a newer faster way of writing code for aps and content. In turn you can use more complex functions when writing code which equals more choices for you to make exactly what you want an app or page to look like.
This allowed web devs to easily insert video and audio in the tags they create them in and not just some long mix up of letters.
New applications were added as well, these were Local Data Storage, Local File Access, Local SQL Databases which all are just ways of the users being able to store data on their browsers, access files and the database on their webpage making it easier to get to the actual information.
- Application Cache
This is just files, images scripts and whatever else you view in your browser that is stored on your device. Have you ever searched for a certain topic and the same article pops up that you have already viewed in the past. This is Cache data and basically it helps you quickly get back to things you commonly search for on a browser.
This may prove handy if let's say your looking to buy a new basketball on amazon and you found the perfect one but you go off the page and don’t buy it yet because you're waiting to get paid on friday. Friday comes but 50 new companies are selling basketballs, if the page uses your cache data it my prompt you to the basketball you “recently viewed” instead of scrolling through all of the options to find that one that you really like.
You still should clean this out every once in awhile to get rid of unwanted files stored in your computer.
This script runs in the background of your browser, without it your page will show an error and will not be able to display any of your code on the webpage.
Also New semantic elements were added to make it easy to form your writing on a page.
- New Form Elements
- New Attributes
- New Input Types
- Automatic Validation
Using Responsive Ads
Responsive search ads introduced people to be able to add on more headlines, descriptions, and combinations in Google Ads. Your ads can be automatically tested and optimized that will give an advantage for using keywords, adapting to each of your customers' search terms.
Over time you will find that your campaign will be more optimal. Using Unique headlines and descriptions and making descriptive descriptions will give you a cutting edge when used in correlation with your keywords.
Google will use machine learning to help use the best search ads using the writing you make in headlines and your descriptions. With theses new expanded text ads alongside with Ad Extensions you can see results you are looking for in your campaigns.
Google Ad Extensions
When creating your Ads, Ad extensions improve your quality score and increase engagements which will create more quality leads. When creating text ads there are six different types of automatic extensions that may be used for any one ad created.
This may include………
Directs people to a specific area of a website.
- Callout Extensions
Highlights information about value-adding attributes of the business, product of service.
- Structured Snippets
Describes features of a specific product or range of products or services offered by the business before users click on the Ad.
- Location Extensions
Gives directions to the business.
- Affiliate Location
Gives directions to an affiliate partner's retail/ business location.
- Call Extensions
How customers can call your business.
- App Extensions
Extension leads to an app if you have one.
- Price Extensions
Showcases your services and a range of products along with their prices.
- Promote Extensions
Quick display information about promotions without having to update everyday
- Message Extensions
This is for mobile only and lets clients easily connect with people from your company in text messages.
- Seller Ratings Extensions
Lets people know what your consumer ratings are on a product or service you sell.
Setting Up A Display Campaign
One of the best ways to set-up a campaign is to follow along. Use the video below to get started. I use Surfside PPC tutorials all the time and feel that it acts as a sanity check on most occassions.
Also you can use this link for a $150 budget match once you spend your first $150. Use this link
- Go to the “Tools” tab and select “linked accounts” and make sure that your google analytics is linked with your account.
- Make sure you set up conversion tracking in google ads.
- Click to add a new campaign.
- Select display.
- Import conversions, use sales or leads for campaign goals. Then add in your website and fill out all the fields. (location, time, etc.).
- Target people in your targeted location and excluded people who are in your excluded locations.
- In bidding set it up for “Clicks”
- Fill out what your budget is for Ads.
- Manually set bids.
- Fill out your budget for each day.
- For Ad rotation choose “optimize prefer best performance ads”
- Sometimes it is best to exclude your content from sensitive content websites based on what you are selling. Go through the list and choose what type of websites you want your ads to show up on.
- Fill out your audiences to narrow down where your ads will show up and later in your campaign go back and set up your remarketing.
- In the demographics section if you have any google analytics data already, use it when filling this out. You may find for example what is the percent of males to females that are buying your product service, age groups, and what social class they are in.
- Don't really use placements or audiences, sometimes it is good to use but generally it will narrow down your impressions and that's not really your goal.
- Input your ads weather its pictures,videos, pdf etc.
- Select responsive display ads there you can input videos and what is will look like on websites.
- For responsive ads fill out the different logos/landscape images you want to use, headlines, long headlines and descriptions.
GDN vs. Search (PPC)
When choosing between whether to use a Search PPC or a Google Display Campaign you have to consider what your goals are and what conversions you are looking for this is a list of when to use either Search or Display.
Google Search PPC:
- Working with a limited budget
- Testing to understand your target demographic
- Opportunity to “buy data” and make more informed decisions later
- If your product is an “emergency” product
Google Display Network:
- Want people to get familiar with your brand
- You have a longer sales process
- If you have a sexy/luxury product
- If you have great videos to share
- If creative is your strong suit
How To Use Both
Take this from me, DO NOT USE BOTH DISPLAY AND SEARCH PPC IN THE SAME CAMPAIGN. All campaigns run with both display and search ppc on it ended up with bad results typically. This is because these networks target users in two different ways. It's the fine tuning of different account types that matters and ultimately makes the difference.
There is a new innovation that has aspects of both search and display, this is called Search Network with Display Select. This Network allows for users to opt in their search campaigns with Google Display Network in a limited way.
This pushes advertisers to expand to a larger customer base, but by doing this you have to let Google’s machine learning take over. As an affiliate marketer I’d suggest that you stick with one of each, a search campaign and a display campaign. Both should be used for remarketing rather than cold traffic. I'll be adding a Google Ads Remarketing Guide specific to Affiliate Marketing soon. For now, thank you for taking the time to visit.
About the creator of Blue Highlighted Text
Jordan is constantly sharing his insight with true stories and relatable content. Watch his business and life intertwine as he becomes a profitable affiliate here at Blue Highlighted Text or check out his creative non-profit Project Newsense here.