Google’s Pay Per Click is not the only way to have an online internet advertising campaign. Many are even now using Google Display Network (GDN). GDN allows you to show your text, images, videos and other content on sites like Google and on groups of sites that are partnered with Google. GDN is strongly linked with Google Adwords and that’s how you can start using it.

Here are 10 things you need to know to use GDN the right way.

1.      Practice Mixed Targeting

You have probably added two types of targeting, but this does not increase your audience size. What actually happens is that segments of audience that only overlap each other are selected. Instead, work towards a mix and match targeting strategy. Experiment and see which one is the best mix for you.

2.      Make use of the Automated Bidding Strategy

If you are running long term GDN campaigns, they are going to become very large and cumbersome to manage. Using an automated bidding option not only gets a load off your shoulders, but will also get you a better performing campaign. You should aim to get your bids adjusted on performance.

3.      Control Your Audience Size

You don’t want too large an estimated audience size. Instead, use layered keywords to narrow down your audience size. This will help you take advantage of ad-group level auto-bidding optimisations and find out which segments of audience are more valuable compared to others.

4.      Separated Text and Image Ads

Separating text and image ads into different ads groups will help managing GDN easier. You can wage which ads get greater visibility and performs best as well as more custom options to your ads.

5.      Placement Targeting

Placement targeting is used to choose an ad placement on a site. Using a tool like Display Planner, you can find potential sites which your customers spend time on.

6.      Checking Placements

It’s important that you review your placements reports for your ads groups or campaigns. Identify the ones that perform well and the ones that are eating into the budgets of your campaign. The good performers are the ones you want to use for Manual Placement targeting and the bad ones should be removed from your campaigns.

7.      Test Aggregate Level Ad Copy

Keywords don’t work the same way as in a search because users aren’t typing them in. It’s best to run ad copy tests at the campaign level. Try different ad copies and test which one is a winner on the campaign level.

8.      Using Keywords

It would be a mistake to target your ads based on keywords. This is will result in inconsistent display ad performances. Make certain you use keywords for your ad and the landing page behind it.

9.      Don’t Exclude Categories

Categories exclusions are used to keep your ads off poor sites, but it’s best you think twice before making that choice. Just because it’s a parked domain or an error page, does not mean it will give you poor performance. Rather, give it time, let the ad run and see how the ad performs, you may be surprised.

10.  Offer Testing

You can never be sure that your ad is reaching a potential customer. You need to test your ad between the conversion activities such as sales, white paper download, email subscription, etc.

Don’t just depend on searches queries to find your website, GDN exposes you to audiences are interested in your brand.