Online Display Advertising

Bidding features on the Display Network

When you advertise on the Display Network, you can set your bids in different ways in your campaign. AdWords uses your bids in the ad auction to help you get the most value from your ads.

When your ad is eligible to show, AdWords checks to see if you’d like to use custom bids or the default bid, and if you have any bid adjustments.

  • Default bids: If you don’t have a custom bid for when your ad appears in a placement that matches your targeting, AdWords will use your ad group default bid.
  • Custom bids: If you’ve enabled custom bids for a single targeting method, for example, topics, AdWords will use that bid when your ads show on websites related to that topic.
  • Bid adjustments: To gain more control over when and where your ad is shown, you can set bid adjustments at the campaign and ad group level.

Bidding features

Default bids

If you’re using manual bidding, you have already set a bid at the ad group level. When you don’t have custom bids enabled (or your custom bids don’t apply to where your ad is shown), AdWords uses your default bid. Your default bid can be inherited from your ad group bid.

For example, if you’ve set an ad group bid of $1, and you haven’t enabled custom bids, your Max. CPC column will show your ad group bid amount, and you won’t be able to edit this bid from the statistics table.

Custom bids

If you want to set bids for an individual targeting method in your ad group, you can use custom bids. These are max. CPC (or max. vCPM) bids that you set.

If you enable custom bids for placements, for example, you can set max. CPC bids on individual placements that you add. Once you enable custom bids for a targeting method, we’ll use these bids on the Display Network.

Important: You can set custom bids on only one targeting method within each ad group.

Bid adjustments

Bid adjustments allow you to increase or decrease the bid amount we use to gain more control over when and where your ad appears.

Bid adjustments represent a percentage change in your bids. They’re applied on top of the bids that AdWords uses to show your ad: your custom bids or the ad group bid, if no custom bids are set. Bid adjustments for any ad group-level targeting methods can be set from -90% to +900%.

You can set bid adjustments at the campaign level (for times, days, and locations), as well as at the ad group level for individual targeting methods and top content, however you can’t have bid adjustments and custom bids for the same targeting method. Device bid adjustments are available both at the campaign and ad group levels.

Example

For example, say you set a custom bid of $2.00 on a placement that also is measured as Top content. In your Settings tab, you’ve also set a Top content bid adjustment of 10%. AdWords will use your placement custom bid first of $2.00, and multiply by your Top content bid adjustment, which is $0.20. Your final bid will be your custom bid plus your bid adjustment amount, or $2.20. You can see how 3 bids interact in the example below.

If you make multiple adjustments in the same campaign, all of the bid adjustments will be multiplied together to determine how much your bid will increase or decrease. Learn more about setting campaign-level bid adjustments.

You can’t set bid adjustments on keywords, regardless of your campaign type. You can set custom bids on keywords, or they can use your default bids.

Custom URLs

If you’re using automated bidding, you can specify unique landing page URLs for a targeting method in your ad group. You can set custom URLs on only one targeting method within each ad group.

If you enable custom URLs for placements, for example, you can set custom URLs on individual placements that you add. Once you enable custom URLs for a targeting method, we’ll use those landing page URLs for your ads when they appear on the Display Network.

How bidding options interact

When your ad is eligible to show on the Display Network, AdWords will first check for a custom bid. If you have a relevant custom bid set for a targeting method, this will be used in the ad auction. If you don’t have a relevant custom bid set, AdWords looks for the default bid. The ad group bid is used as the default bid.

Bid adjustments are applied after the initial bid is set. If one of your bid adjustments is relevant — for example, someone is viewing content on a mobile device and you set up a mobile device bid adjustment — then, this adjustment will be applied on top of the bid selected in the first step (custom or default).

In addition to setting bid adjustments across your campaign, you can also set them for mobile devices, top content, and targeting methods like topics or placements in an ad group. These adjustments will be multiplied by your default or custom bid and by any bid adjustments you’ve set for your entire campaign.

Example

Say that for your Display Network campaign, you set a custom bid of $1.00 for the “Soccer fans” affinity audience, a bid adjustment of +20% for the “Male” demographic, and a campaign-level location bid adjustment of +10% for people in Argentina. AdWords will use your custom bid of $1.00 any time your ad shows to people associated with the selected interest. If the ad also shows to someone in the “Male” demographic, we’ll add +20% of your custom bid to your max. CPC bid, to make it $1.20 when your ad shows to these people. And if those people are in Argentina, we’ll add +10% of your custom bid times your demographic bid adjustment, to make a max. CPC bid of $1.32.

Here’s the math:
Custom bid: $1
Demographic bid adjustment: $1 x (+20%) = $1.20
Location bid adjustment: $1.20 x (+10%) = $1.32
Resulting bid for male soccer fan audience in Argentina: $1.32

How to enable ad group bids, custom bids, and bid adjustments for your ad groups

The “Bidding” menu where you can choose to set custom or default bids, as well as bid adjustments, for your ad group is available only to these campaign types:

  • “Display Network only”
  • “Search Network with Display Select – All features”
  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Select the campaign and ad group you’d like to edit.
  4. Click the Display Network tab. If you don’t see this tab, check what campaign type you’ve selected when you created your campaign.
  5. Click the tab of the targeting method you’d like to set bids on. For example, click the Topics tab to set a bid on topics.
  6. If you’ve already added topics to your ad group, follow the next step. Otherwise, click the + Targeting button, add your targeting, and save.
  7. Once you’re on the tab of the targeting method you want to set bids on — in this case, the Topics tab –, click the “Bidding” menu above the statistics table to see the options available for your ad group.
  8. Select a bid option for your Display Network ad group:
    • Enable custom bids: Choose this option if you’d like AdWords to always use the topic bid for this ad group. Then, set a max CPC or max viewable CPM bid in the column.
    • Use default bids: Choose this option if you’d like the targeting method to inherit your ad group bid. You can’t make any changes in the table after you’ve selected this bid.
    • Enable bid adjustments: Choose this option if you’d like to increase or decrease your chances of showing your ads for certain topics, for example. Note: Top content bid adjustments cannot be made through this option.
    • Enable custom URLs: Choose this option if you’d like to use a different landing page URL on your ads for certain topics, for example. Note: This option is only available for campaigns using automated bidding methods such as Conversion Optimizer.
  9. To add a bid adjustment, select the Enable bid adjustments option from the menu, and in the “Bid adj.” column, specify the percent by which you’d like to increase or decrease your bid.
  10. Click the cell in the column of the rows you want to edit. If you’ve enabled custom bids, click the “Max. CPC” column and type your bid. For bid adjustments, click the “Bid adj” column. Enter your adjustment in the window and click Save. For custom URLs, click the “Dest. URL” column and enter the landing page URL and click Save.

About campaign settings

The Ad gallery, formerly known as the display ad builder, is an ad-creation tool that offers various display ad formats in different categories, such as image ads, dynamic ads, Lightbox ads, and video ads, in any of your campaigns on the Google Display Network.

Here are some benefits of using the Ad gallery:

  • Differentiated products and services
  • More effective campaigns
  • No-cost ad templates
  • Customizable ad styles
  • Industry-standard ad templates

Differentiated products and services

Using images of your products, colors that match your brand, and your logo can help people who see your display ads make a more qualified decision about whether to click them. For example, potential customers can interact with your ads, such as scroll between images and tabs, and watch videos. This is flexible functionality not available with text ads. With the Ad gallery’s rich collection of ad templates, you can create ads for your Display Network campaigns by clicking the + AD menu, pointing to Image ad, and then clicking Create an ad. If you want to upload an ad that you already created offline, just click the +AD menu, point to Image ad, and then click Upload an ad.

More effective campaigns

By using the Ad gallery to create Display Network ads, you can help drive higher click-through rates and overall conversion volume on the Google Display Network. Your display ad will appear exclusively in an ad slot, with animations and visual effects that aren’t possible with text. Once your display ads are running, you can easily change their appearance and adjust aspects of your campaign to help improve performance.

No-cost ad templates

In just a few minutes, you can have an ad created and running, allowing you to test various messages, color schemes, and images, at no cost. With this information, you’ll be able to make a more informed investment in complex custom creatives and traditional display buys.

Customizable ad styles

Traditional display ads require you to hire a design firm or divert your current design team resources from other sales and marketing projects for your business. You can create a custom ad in as many sizes and variations as you like, and you’ll pay only for ad clicks or impressions on sites across Google’s Display Network. What’s more, your design team is freed up for other projects. Or, if you don’t have design resources, you can do it yourself.

Industry-standard ad templates

All ads have a clear call-to-action (CTA) button and 2 to 4 lines of prominently displayed text. Ads created with the Ad gallery are available in most of the standard IAB ad sizes. Your ads can appear as product showcases, galleries, and industry-specific ads.

Create an effective mobile site

People who use high-end mobile devices, like iPhones or Android phones, can see standard AdWords ads and standard websites. Just because potential customers can see your desktop website on a mobile phone doesn’t mean that it’s mobile-friendly.

To reach the most mobile customers, it helps to create a mobile website that’s tailored to the small screen and makes it easy for people to make a purchase or take other action on your site.

Mobile site optimization

When designing your site, focus on simple navigation and highlighting local options of your business. AdWords also uses the speed at which your page loads to assess its usefulness to your customers.

See how your site scores on mobile-friendliness and speed, and find out how to improve it:

TEST YOUR SITE

Best practices for designing a mobile site

When creating a mobile website use strategies that make the most of the size of mobile screens and how people use their phones. These strategies can help make sure your mobile site offers a great experience for customers and helps them accomplish their goals on your site. In turn, this means better business for you.

  • Simplify site navigation. Streamline your site menu and try to keep everything visible without having to zoom in to read.
  • Make info accessible. Help people explore before they commit to buy by using expandable product images.
  • Help people make their purchase. Keep any directions or “buy now” buttons front and center, and if you can, use existing account info to limit data entry for your customers.
  • Allow people to pick up again on desktop. Make it easy for people to come back to their shopping cart when they’re on their desktop computer, so they can finish their purchase.
  • Use click-to-call buttons or links. Avoid making people memorize your number or zoom in to see it.
  • Condense your menu options. Make sure it’s clear that calls are the best way to get in contact with your business. Show a clickable phone number or button on every page of your site.
  • Avoid distractions. Keep promotions and other directions to the sidelines so people can focus on calling you.
  • Simplify your forms. Make sure people can access your forms easily, and that data entry is limited and easy to do with thumbs.
  • Limit scroll and zoom. Your form should only take up the space available on a mobile screen. Scrolling and zooming make it hard for people to avoid mistakes while entering their info.
  • Choose your data fields wisely. Make sure the information you’re requesting in your form is simple to access and easy to validate. Use validation to show errors for incomplete fields.
  • Encourage visits above all. Make it clear that it’s best for people to come to your physical store. Show a map, location button, or icon that links directly to your physical address and store hours on every page of the site.
  • Keep content limited. Streamline your site’s information navigation to provide enough information to convince people to visit your store.
  • Avoid distractions. Promotions can help convince people to visit your store, but they shouldn’t make navigation more difficult.
  • Simplify navigation. Help people research before they commit to purchase with a simple menu and larger text. Because a mobile screen is smaller, condense your menu options so that people can focus.
  • Keep consistency across devices. The longer it takes to for a customer to commit to buy, the more likely they are to do research on multiple devices before completing the transaction. Help them pick up where they left off by saving their selections.
  • Provide a home page link. If someone has hit a dead end in their research, make sure it is easy for them to get back to the home page to start over.

Non-mobile optimized websites

Regardless of whether you have a mobile website, AdWords will let you show text ads to customers using Google Search on a high-end mobile device, like an iPhone or Android phone. Smartphones have a full Internet browser (like a desktop computer), so a customer who clicks your text ad from the search results page can visit your standard website.

Keep in mind

Make sure that your landing page doesn’t contain Flash content. Flash is currently not supported on iPhones or iPads, and has only limited support on Android and other high-end mobile devices. If our system detects that your landing page has lots of Flash content, we’ll automatically limit your ads from running on high-end mobile devices.

About “Search Network with Display Select”

The “Search Network with Display Select” campaign type helps you reach people as they use Google search or visit sites across the web. This article explains the basics of how this campaign type works, how it compares to the “Search Network only” campaign type which has similar features, and how to change a campaign to “Search Network with Display Select.”

How it works

You manage your “Search Network with Display Select” campaigns the same way that you’d manage a “Search Network only” campaign: set a budget, choose relevant keywords, create ads, and set bids.

Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.

Compare campaign types

 

“Search Network only” “Search Network with Display Select”
Ad placement Standard & All features
Google search results,
search partner sites
Standard & All features
Google search results,
search partner sites,
Google Display Network sites and video
Ad formats Standard
Text ads*

All features
Text ads*
Shopping ads
Dynamic search ads
App / digital content ads

*Includes keyword insertion

Standard
Text ads*

All features
Text ads*
Image ads
Display ad builder ads
App / digital content ads

*Includes keyword insertion

Targeting Standard
Keywords

All features
Keywords
Remarketing lists for search only

Standard
Keywords

All features
Keywords
Placements
Remarketing lists for search only
Site category options

Bidding Standard & All features
Manual and automated bidding
for the Search Network.
Standard & All features
Manual and automated bidding
for the Search Network.
Automated bidding for the
Display Network.

 

Keep in mind

If you’ve been running “Search Network only” campaigns and are switching to “Search Network with Display Select,” you may notice an increase in conversions (15% on average) at a higher cost (15% in most cases).

Upgrade a campaign

  1. Sign in to AdWords.
  2. Click the Campaigns tab.
  3. Go to Settings.
  4. Select a campaign to upgrade. Note: you can’t upgrade “Display Network only” campaigns to “Search Network with Display Select.”
  5. In the “Type” section, click Edit.
  6. Click the drop-down menu and select “Search Network with Display Select.”
  7. Click Save.

About the Display Network ad auction

AdWords uses an ad auction to determine which ads to show, the order those ads will appear, and how much those ads will cost. The Display Network ad auction shares many similarities with the AdWords auction. Your ads are ranked among other advertisers’ ads based on Ad Rank, which is based on your Max CPC bid and Quality Score. This means that, if your Quality Score is sufficiently better than the score of the advertiser immediately below you, you could rank higher than that advertiser, even if this person’s bid is higher than yours.

Just like in the AdWords auction, your Max CPC bid isn’t necessarily how much you’ll pay per click. The price you pay — Actual CPC — depends on the outcome of the auction, and it’s often less than your Max CPC bid. You pay what’s required to rank higher than the ad position immediately below yours or to clear the auction floor, if any.

This is how the Display Network ad auction differs from the AdWords auction:

  • You’ll pay what’s required to rank higher than the next best ad position only for incremental clicks you get from being in the current position.
  • You’ll pay the price you would have for the next best ad position for the rest of the clicks.
  • You may pay an additional service fee for ads that use audience targeting. In such cases, your maximum bid is reduced before the auction and the fee is added to the closing auction price. Learn more

About incremental clicks

Different ad positions have different visibility, and therefore get different number of clicks. For example, in an ad unit with two ad positions, your ad might get 10 clicks by being in the most visible top position, but only eight clicks if it shows in the less visible second position. Here, the two additional clicks are considered the incremental clicks for being in the top position, as opposed to the second position.

In this example, the difference in visibility of the two positions seems to be relatively small — they generate a similar number of clicks. The auction for ads on the Google Display Network is designed to make sure that advertisers are paying a fair price for incremental clicks.

For the advertiser that wins the top position, it will typically pay about one penny more than what’s required to rank higher than the advertiser immediately below for only two incremental clicks. For the remaining eight clicks, it will pay a lower price — the amount it would have paid if it had ranked in the second position.

In a nutshell

The Actual CPC that an advertiser pays is based on the weighted average of the bids and Quality Scores of the advertisers ranking below (and includes any applicable service fees). The weights are based on the incremental performance of the position.

Here are some examples that explain how this works. To simplify them, we’ll assume the ads have identical Quality Scores.

Example: Ad auction for an ad unit that shows one ad

Advertiser Max CPC Bid Quality Score Ad Shown?
Alice $5 10 Shown
Bob $3 10 Not shown
Charlie $1 10 Not shown

In this example, there are three advertisers with the same Quality Score competing for an ad unit that can show only one ad. Alice wins the auction because she is bidding the highest, based on a combination of Max CPC bid and Quality Score.

The amount that’s required for Alice to rank above the next best ad — Bob’s — is $3.01. Because this is an ad unit that shows only one ad, all of the clicks Alice receives are considered incremental to what she’d would have received in a lower position. This is equivalent to not being shown because since there is no lower position. Alice then pays an Actual CPC of $3.01 per click.

Example: Ad auction for an ad unit that shows two ads

Advertiser Max CPC Bid Quality Score Ad Shown? Relative CTR of Position
Alice $5 10 Shown 3.0
Bob $3 10 Shown 1.0
Charlie $1 10 Not shown NA

Now, say that the ad unit shows more than one ad. We use “Relative CTR of Position” to show that not all ad positions are equally visible, and that higher ad positions can get you more clicks than lower ad positions. (“CTR” refers to your ad’s clickthrough rate.)

In this particular example, the top position is much more visible than the second position: the ad will get three times more clicks in the top position than it would have gotten in the second position.

All of Bob’s clicks are considered incremental compared to what he’d have received in a lower position, not having his ad show. Therefore, Bob pays an Actual CPC of $1.01 per click.

Alice’s Actual CPC in this example depends on both the incremental clicks she gets from being in the top position and Bob’s Actual CPC. According to the Relative CTR of Position, Alice is getting three times as many clicks by being in the top position compared to being in the second position. So, two-thirds of her clicks are considered incremental, while the remaining one-third are clicks she’d have gotten if she had occupied the second position.

Let’s say Alice gets three clicks total, for the first click she’d pay the same price Bob pays. For her next two clicks, she’d pay $3.01, which is the price required to rank above Bob’s ad. Her costs would look like this:

Clicks CPC Total cost
1 $1.01 $1.01
2 $3.01 $6.02
Total: 3 Actual CPC: $2.34 Total: $7.03

Her actual CPC would be $2.34, which equals the total she spent divided by the clicks she got.

Going beyond the simplified examples above, Google will sometimes run an auction and determine that showing one ad is better than showing multiple ads in an ad unit large enough to accommodate multiple ads. These decisions are made in the auction, and the Actual CPCs of ads shown are calculated based on the same principles and mechanism as the simplified examples above.

Where ads might appear in the Display Network

When you advertise on the Google Display Network, your ads can appear across a large collection of websites, mobile apps, and video content. Here are some examples:

  • Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors
  • DoubleClick Ad Exchange publisher sites
  • Google sites such as Google Finance, Blogger, and YouTube (Google web search not included)

With over 2 million Display Network sites that reach over 90% of Internet users worldwide (Source: comScore), there are a lot of opportunities to reach customers. However, to target your customers effectively, choose campaign settings and add targeting methods to your ad groups that specify the conditions for when your ads can show on the Display Network.

Targeting methods available for your ad group

Targeting methods are used to match your ad to places or audiences on the Display Network. When you advertise on the Display Network, you have many targeting options. Before choosing an option, it’s important to understand the concept of a placement. Placements are locations on the Google Display Network where your ads can appear. A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit.

Let’s take a look at three categories of targeting methods:

Contextual targeting: Match relevant site content

Website selling tents You can target based on relevant website content in two ways:

  • Content keywords: First, choose words and phrases relevant to your products and services. Then, AdWords looks for sites with content related to your keywords, to show your ads. When you add keywords to an all features campaign that targets the Display Network, you’ll find the keywords on the Display keywords tab, under the Display network tab. Note: This applies to keywords with “Content” selected for the keyword setting.
  • Topics: Similar to keywords, this lets you place your AdWords ads on website pages about the topics that you choose. Instead of developing a list of words or phrases, you choose categories of information, such as “Autos and Vehicles.”

With keywords and topics, Google selects relevant placements on the Display Network based on website content and other factors, to show your ads. These placements are labeled automatic placements in your statistics table on the Placements tab.

Learn more about contextual targeting, choosing keywords for the Display Network, or targeting websites about specific topics.

Audiences: Reach specific groups of people

Audience You can target your ads based on audiences in these ways:

  • Audiences: Depending on your advertising goals, you can choose the audience that best matches your customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale. To reach as many potential customers as possible with an affinity for a specific product area, you might try adding custom affinity audiences. To reach specific audiences actively shopping for a product or service, use in-market audiences instead.
    • You can also use keywords to reach audiences researching products or services like yours. Audience keywords allow your ads to reach people likely to be interested in certain terms, based on their current and past browsing behavior. Learn more about the “Audience” setting for display keywords.
  • Remarketing: This option can help you reach people who have previously visited your website while they visit other sites on the Google Display Network. You’ll find remarketing alongside interest categories in your account.
  • Demographics: This option allows you to reach people who are likely to be within the age, gender, and parental status demographic group that you choose.

With audiences, you don’t manually select places to show your ads. So, the sites or apps where your ads appear based on these methods are labeled “automatic placements” in your statistics table on the Placements tab.

Learn more about different types of audiences you can reach, adding audiences to your ad group, using remarketing or demographic targeting.

Managed placement targeting: Select specific websites and apps

When you hand-pick the placements on the Display Network, these placements are labeled “managed placements” in your statistics table on the Placements tab.

Managed placement targeting allows you to pick individual sites, or mobile apps where you want to show your ads. For example, if your typical customer spends a lot of time on a specific website and you want your ads to appear there, you can add it as a managed placement.

Learn how to add managed placements, or target YouTube, or mobile apps.

How to target your ads on the Display Network

Choose an eligible campaign type

When you choose a campaign type, such as “Search Network with Display Select” or “Display Network only,” this broadly determines where customers will be able to see your ads. Your campaign sub-type, for example, “Standard” or “All features”, determines which campaign settings and options are available, such as the types of ads you can design. To advertise on the Display Network, you’ll need to choose from one of three campaign types, but have the option to choose the sub-type that works best for you.

Campaign type Locations Devices
Your ads can appear on the Display Network when you choose one of the following campaign types:

  • “Search Network with Display Select”
  • “Display Network only”
Your ads can show everywhere or in specific cities, regions, or countries that you specify. Your ads can show on all types of devices from desktops, tablets, and mobile devices or just the ones you specify by model, operating system, and more.

This advanced option is only available for some types of “Display Network only” campaigns.

Add targeting methods to your ad groups

When you add targeting like interest categories or keywords, you’re telling AdWords who can see your ads as they browse the Display Network or where they can show. You’ll need to add targeting to the ad groups in your Display Network campaigns in order for your campaign to run.

  1. Click the Display Network tab under All campaigns
  2. Click + Targeting
  3. Select the “Add targeting” drop-down menu and choose one of several targeting methods
  4. Choose targeting. For example, you might pick “Soccer fans.”
  5. Click Close and save your ad group.

About the Google Display Network

The Google Display Network allows to you connect with customers with a variety of ad formats across the digital universe. This network spans over two million websites that reach over 90% of people on the Internet. It can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile sites and apps.

This article gives you an overview how you can use the Display Network.

How it works

AdWords has two main networks: Search and Display. The Adwords Search Network reaches people when they’re already searching for specific goods or services. The Display Network helps you capture someone’s attention earlier in the buying cycle. For example, if you run an art supply store, you can catch a mom’s eye when she’s reading reviews about the best brands of washable paints, but before she puts her toddler in the car seat and heads out to buy.

Find the right audience

The Google Display Network is designed to help you find the right audience across millions of websites. It lets you be strategic and put your message in front of potential customers at the right place and the right time.

  • Reach users by keywords and topics: To find you an audience who’s interested in your business and more likely to take action, AdWords uses contextual targeting based on your keywords or your campaign’s specific topic area.
  • Select where your ads appear: Within the Display Network, you can select types of pages or specific websites for your ads, as well as audiences to show your ads to. With manual placements, you can show your ad on specific webpages, online videos, games, RSS feeds, and mobile sites and apps that you select. You can even block your ads from sites you don’t think are relevant.
  • Find users who are already interested in what you have to offer: Show your ads on Display Network websites to specific groups of people, e,g, those who have previously visited your site by creating a remarketing campaign. To reach TV-like audiences on a broad scale and drive brand awareness, you can use affinity audiences. To reach specific audiences ready to make a purchase in a specific product or service area, you can use in-market audiences.

Use a variety of ad formats

Display is your chance to engage users with appealing ad formats. Text, image, video, or rich media formats can appear on the Display Network. Color and motion attract attention. Animation or video can tell a story. The AdWords Display Network makes it possible.

Meet your goals

Display ads give you a chance to make a more lasting impression on people. Here are some common goals that you can achieve by advertising on the Display Network:

  • Sell more products or services
  • Build customer loyalty
  • Engage with customers
  • Increase brand awareness

Measure your results

AdWords lets you measure how well you’re meeting your goals. See exactly on what webpages your ads ran, which ads deliver the most clicks, and which sites give you the most sales for the lowest cost.

Based on your campaign reports, you can adjust your targeting and bidding strategy to get the most value out of your campaigns. When data shows that a click from a Google Network page is more (or less) likely to help you meet your specific goals—such as online sales, registrations, phone calls, or newsletter signups—the AdWords system may automatically adjust your bid helping you stay on budget, gain value, and reach your business goals.