Check out our Google Display Planner Tutorial that is updated for 2017 and 2018. Our Google Display Network tutorial will help you create great ads and use the Display Planner tool to select the best placements, websites, apps, interests, keywords, topics, demographics, and remarketing.
Our goal is to teach you exactly how to use the Google Display Planner so you can find the right targeting for your display ads. We begin by going through searching for targeting that relates to your product or service. All you have to do is enter several keywords and relevant topics into the search bar and the Display Planner will help show you the most relevant targeting. In addition, you can enter your landing page URL to find targeting that would work best for driving Google Display Network traffic to your landing page. You can adjust your bidding between Cost-Per-Click (CPC) and Viewable Cost Per Thousand Impressions (vCPM). In addition, you have the choice for where to target your advertisements between countries, cities, states, Nielsen DMA Regions, postal codes, and congressional districts. You can also use radius targeting to reach a small area around your business or 60 miles around an airport.
In our example, we pretend we are selling a new Golf Club on the Google Display Network. After our search, we are able to see the total Network Inventory for our selected targeting both weekly and monthly. You can also see the number of Unique Cookies and Unique Available Ad Impressions for an unlimited budget. You want to then narrow down the targeting to find the right Placements, Interests, Keywords, Topics, and Demographics that work for you. For placements, we added some websites and videos but it did not give us any relevant mobile apps for our targeting. Mobile apps are great on the Google Display Network if you are trying to advertise your own Mobile app.
When you are targeting websites on the Google Display Network, they will show you every single type of ad format they accept. Some of the popular sizes include 300x250, 320x50, 300x50, 160x600, 728x90, and 300x600. There are about 20 different sized ad units along with responsive ads you can create as well.
When you are targeting videos and channels on the Google Display Network, you can usually target every video a website has published on their website and every video they have published on their YouTube channel, which gives you plenty of ad impression opportunities. Your display advertisement will overlay on a YouTube video or on the video on the website. In addition, ads will sometimes show up alongside the video. Therefore, if you get your targeting right then you can easily have a highly relevant ad that someone can see while watching a related video.
When you are targeting Keywords, they are contextually based. That means that the Google Display Network matches certain keywords to specific pages and websites that they think are related. It is not the same as the Search Network where people are actually typing Keywords in. Instead, the Keywords are matched to Web Pages. It is not perfect but it is a great way to reach people.
When you are targeting Interests, you can choose between Google Affinity Interests and Google In-Market Interests. Affinity Interests are broad groups of people who show they have Interests in certain categories. In-Market Interests are people who have shown they are ready to buy certain products. The best way to think about it is someone who Golfs year round and follows the PGA Tour will always be in the Affinity Audience for Golf, and once they start searching to buy new Golf Clubs they will be in the In-Market Audiences. The Affinity Audience will show Interest but the In-Market audience is generally ready to buy.
You can also target specific demographics like age, gender, and parental status on the Google Display Network. I like to use these as 'Target and Bid' layered strategies on top of other targeting. For example, I can target everyone who is a male between 35-64 who is in the In-Market Golf Audience.
The last targeting option you have besides Remarketing is Topic targeting. We don't go through that much in the video because I never see good results using Topic targeting.
Once you download your Google Display Network Plan, you can upload the CSV file directly into Google AdWords Editor. You can also upload it into the Display Planner to find Network Inventory, Available Ad Impressions, Available Cookies, and Accurate Forecasts based on your bids and budgets. You might want to Forecast your Google Display Network campaign before you start it and we go over Forecasting and all sorts of research in the video.
Thank you for joining us for our Google AdWords Display Planner Tutorial for 2017 and 2018. It's great for beginners to learn how to target their Google Display Ads.
