Create a Display Ad Group

Select Your Bids

There are several bidding strategies that advertisers with display campaigns can implement based on their goals for the campaign. For both managed and automatic placements, you may set a default ad group-level bid as well as placement-level bids. The level at which you bid depends on your desired level of control. Demographic bidding options are also available.

Bidding Options for Managed Placements

If you're running managed placements, and you want to maximize your exposure on specific placements, then you should set your bids at the placement level. If you don't need this level of control, you may want to set a default ad group-level bid that will apply to all placements in the ad group.

You can customize your bidding strategy further by setting a default ad-group level bid in addition to a placement-level bid. For example, you might run your ads across a group of placements with a default bid of US$0.50, but target a specific placement that has been performing well for you with a bid of US$1.00. This would increase the likelihood of your ad appearing on that site.

Bidding Options for Automatic Placements

If you are running your ads on automatic placements, you may set a default ad group-level bid as well as placement-level bids. Your keywords will make the first determination of where your ads appear, but you can still add placements to bid more on sites that are performing well for you, and less on sites that are not performing well. For example, you might run your ads across the entire Google Display Network with a default bid of US$0.50, but target a specific placement with a bid of US$1.00 whenever your ad appears there.

Demographic Bidding

You may find that a certain demographic is particularly responsive to your campaign. Demographic bidding allows you to increase your bids for specific demographics so that your ads become eligible to show more frequently to users in those demographics. Demographic bidding is only available for certain sites within the Google Display Network.

8.5 Measure Performance

Introduction to Measuring Performance

Why Measure Performance?

If you're spending your advertising budget on online marketing, you likely want to ensure that these funds are being used wisely. If you have a good model for measuring ad performance or return on advertising investment, it will be easier for you to respond to changing market conditions, to understand and react to shifts in your customers' behavior, and to make informed calculations about where to invest additional budget or how to reallocate existing budget.

Google provides several tools to help you measure the performance of your advertising investment. You can use performance metrics on the Google Display Network to understand where your ads are showing, and to optimize your campaigns towards the most effective ad placements.

Tools and features such as Google Analytics, AdWords Conversion Tracking, and View-through Conversions can provide you with valuable insights into your campaign's performance.

The AdWords Performance Management Environment

You can also see your performance metrics in the Campaigns tab within your AdWords account. Customize and segment your columns and download the metrics for those columns in a format you choose. Here's a quick overview of the metrics you'll find:

•Campaigns tab: Organizes statistics for each of your campaigns.

•Ad groups tab: Organizes statistics for each of your ad groups.

•Ads tab: Presents relevant statistics for ad variations, such as text ads, image ads, video ads, and local business ads.

•Keywords tab: Displays details on selected keywords and organizes statistics by keyword.

•Networks tab: Shows metrics for your campaigns across the Search and Display Networks. The "Automatic placements" and "Managed placements" tables show statistics for ads that appeared on specific domains or URLs in the Google Display Network.

•Dimensions tab: Presents statistics for your entire account aggregated by other variables, such as time, geography, and demographics. Use the "Destination URL" view to see statistics for your destination URLs.

View-through conversions: View-through conversion reporting is also available through the Campaigns tab as an optional column for those advertisers who have already implemented Conversion Tracking. View-through conversions provide a deeper level of insight into the effectiveness of your display ads on the Google Display Network by showing you the number of online conversions that happened within 30 days after a user saw, but did not click, on your display ad.