Google's content policies for AdWords text ads also apply to AdWords display ads. Promoting violence, copyrighted content, and drugs are a just few examples of content that is not permitted in display ad content. For a full list of content policies by region, visit the AdWords Help Center.
In addition to content policies, there are an additional set of policies for display ads that don't apply to text ads. Some examples include avoiding unconventional ad layouts, such as an image that appears sideways or is repeated, or mimicking computer functions. Animations that last for too long, or ads that use strobing backgrounds, would also result in an ad disapproval. For a full list of policies by ad format, visit the AdWords Help Center.
Also, similar to text ads targeting the Google Display Network, display ads need to be approved as Family Safe status before accruing impressions on publisher sites. If your newly submitted display ads are not accruing impressions, it may be because they are under review.
Display Ad Approvals
If your display ad has been disapproved per policy, you should familiarize yourself with the policies and edit your ad. When you save your new ad or upload a new ad, it will automatically be submitted for re-review.
8.4 Implement a Campaign and Ad Groups
Create a New Campaign
Introduction to Creating a New Campaign
Follow these steps in order to create a new display campaign on the Google Display Network:
1.Consider your inventory of products or services.
2.Create separate ad groups for each product or service that you'd like to promote with a display ad.
You may also wish to create ad groups around central themes that map to your offerings.
3.Choose a template for your ad and customize the text and image.
4.Choose your targeting strategy.
You may want to start by using contextual targeting for your display ad groups. Contextual targeting allows you to select keywords related to your products so that your ads will automatically be placed on relevant websites.
You may find that you wish to reach additional customers beyond those you are contextually targeting. To reach these additional customers, you may decide to add managed placements to your campaign, which allows you to choose individual websites and webpages in the Display Network where your ads will be displayed. Using managed placements for your ads on a few sites will enable you to test out the feature. However, if your primary interest is direct response advertising, we recommend focusing mainly on contextual targeting.
You can also select preliminary targeting options, such as locations and languages, to reach your audience.
•Language targeting: Your language targeting setting helps determine which users will see your ad, based on the language preferences they've selected. You can select one or more of over 40 languages to target. However, please keep in mind that AdWords doesn't translate your ads, so we recommend targeting only one language per campaign.
•Location targeting: You can select any combination of locations to target with your campaign, including countries, territories, regions, cities and custom areas. For example, if you want to reach English-speaking users in select locations, you could target specific regions within the United States and a few large cities in Europe, such as London or Glasgow, where English-speakers are likely to see your ad.
Bidding and Budgeting Options
Choosing the best bidding strategy and budget for you is essential to meeting your goals for your display campaign.
Bidding Strategies Advertisers should choose a strategy that most closely matches their objectives from the below options:
•Cost-per-click (CPC) bidding: Pay each time someone clicks on your ad, anywhere on the Google Network. Best suited for direct response campaigns.
•Cost-per-thousand (CPM) bidding: Pay each time your ad has been shown one thousand times, only on the Display Network. Minimum CPM must be set to at least USD$0.25. Best suited for branding campaigns.
•Cost-per-acquisition (CPA) bidding: You determine the most you're willing to pay for each conversion, and the Conversion Optimizer automatically finds the optimal equivalent cost-per-click (CPC) bid for your ad each time it's eligible to appear. Best suited for direct response campaigns.
When setting up your content bids initially, you should set them to the same level as your search bids. This is just a good place to start when setting up a new display campaign. You can always adjust your bids once you've accrued enough data to analyze your performance at your current bids.
How Ads Are Selected
Placement-targeted ads and keyword-targeted ads compete for placement on pages on the Display Network based on their Ad Rank.
Ad Rank for keyword- or placement-targeted ad is determined depending on whether the campaign uses CPC or CPM bidding. The Ad Rank for an ad with CPM pricing isn't comparable to that of an ad with CPC pricing. To solve this problem, AdWords calculates an equivalent impression-based Ad Rank for ads with CPC whenever they're in competition with ads with CPM.
With CPM bidding, your ranking is determined by your bid and your landing page quality. With CPC bidding, your clickthrough rate (CTR) also helps determine your ranking.
More on CPA Bidding
If you are using Conversion Optimizer, you can bid using a maximum cost-per-acquisition (CPA). Conversion Optimizer automatically finds the optimal equivalent cost-per-click (CPC) bid for your ad each time it's eligible to appear. You still pay per click, but you no longer need to adjust your bids manually to reach your CPA goals and can benefit from improved ROI.
Budget Options
Your daily budget is the amount that you're willing to spend on a specific AdWords campaign each day, on average. When the budget limit is reached, your ads will typically stop showing for that day. How quickly your ads are shown during a given day is determined by your ad delivery setting.
Learn more about bid optimization best practices.
Target Your Campaign
Keyword Contextual Targeting
Contextual targeting is used to match keyword-targeted ads (also referred to as automatic placements) to sites within the Google Display Network.
This form of targeting better suits advertisers focused on performance and cost-efficient conversions since ads will provide useful information to readers and attract an audience with an established interest in your message.
No comments:
Post a Comment