{"id":1218,"date":"2018-02-21T00:00:00","date_gmt":"2018-02-21T05:00:00","guid":{"rendered":"https:\/\/demandzen.com\/google-display-network-best-practices\/"},"modified":"2018-02-21T00:00:00","modified_gmt":"2018-02-21T05:00:00","slug":"google-display-network-best-practices","status":"publish","type":"post","link":"https:\/\/demandzen.com\/google-display-network-best-practices\/","title":{"rendered":"Setting You Up for Display Network Success"},"content":{"rendered":"

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So you\u2019ve gone through our <\/span>Beginners Guide to Google PPC Management<\/span><\/a> and you\u2019re ready to expand into the<\/span> Google Display Network (GDN). <\/span>GDN campaigns<\/span> offer a great opportunity for marketers. Not only do you have greater targeting control compared to search campaigns, but CPC (cost per click) is substantially lower as well. However, many marketers are running display campaigns on the <\/span>Google Display Network<\/span> and see little to no success due to not understanding best practices. In this blog post, we\u2019ll aim to answer common <\/span>Google Display Network<\/span> questions and give you advice on the optimal setup.<\/span><\/p>\n

Before you even jump into AdWords to create a new campaign, you should determine what your goals are going to be. Do you have a new asset you want to promote and you think paid search is the best method? Are you trying to generate high quality leads for your sales team? Do you want to crush your competitors and steal their traffic? <\/span><\/p>\n

Regardless of what your goals are, it\u2019s important to determine them before you start creating campaigns, and make sure that everyone on your team is on the same page of what the goals will be. You don\u2019t want your head of sales to think you are trying to only generate new leads, while the CEO wants to crush the competitor\u2019s traffic. This will set you up for uncomfortable meetings where everyone has their own goals and perception of whether AdWords is successful.<\/span><\/p>\n

Campaign Creation<\/h2>\n

It\u2019s vital that your campaign goals match the correct <\/span>Google Display Network<\/span> settings. When setting up a <\/span>display campaign<\/span>, it\u2019s important to make sure you select <\/span>Display Network<\/b> Only<\/b>. Although you can target the search and <\/span>display networks <\/span>through the same campaign, keeping them separate will provide you greater control. Search text ads and display graphic ads reach consumers in different contexts, so keeping them separate allows you to target these separate contexts more accurately. <\/span><\/p>\n

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Choosing the Right Marketing Objectives<\/h2>\n

When initially creating a <\/span>Google Display Network campaign,<\/span> you can select from five main marketing objectives under the Display tab:<\/span><\/p>\n