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Google Display Network is a popular network that includes over a million partner sites (display partners), YouTube and specific Google properties (Gmail, Google Maps, Google Finance, Blogger etc) where Google AdWords contextual ads can appear. Google AdWords contextual advertising has a lot of advantages.
Google AdWords contextual ads may be displayed in text, image or rich media form. Besides, Google AdWords allows to place video ads. Google AdWords provides targeting tools that allow to set contextual targeting that takes into account keywords and their themes, placement targeting that takes into account the tastes of your target audience, geographic and language targeting.
If you want the placement of contextual ads in Google AdWords to be as effective as possible you can make use of Google recommendations. It is recommended that you use the following strategies to increase the efficiency of your contextual ads in Google Display Network.
Structure of the advertising campaign. The basic unit in Google AdWords is the group of ads than include the set of ads and keywords united by a common theme. Correct division of ads and corresponding keywords into thematic groups contributes to the most efficient display of ads on relevant pages of sites that participate in Google Display Network.
Keywords. Google AdWords recommends that you select keywords that are closely connected with one another and the theme of ads that participate in your advertising campaign.
Incorrect choice of keywords for an advertising campaign in Google AdWords may result in a failure: your contextual ads will not have the expected effect because it is the keywords list that allows to determine the Display Network site where your ads will be shown.
If a group of ads contains keywords that correspond to several products, as a result ads may be shown not only on the most relevant pages of Google Display Network sites but also on the pages that do not meet the interests at which the advertising campaign is aimed.
For instance, when you create groups of ads to advertise cinema products, it is more effective to group the ads according to the name of movies than to the kind of offered products.
Advertisements. Google AdWords contextual advertising is displayed to the users who search by the queries that correspond to the keywords of the advertiser in the search network. Contextual advertising on the pages of sites which participate in Google AdSense and are connected with the keywords specified by the advertiser is shown to the users who browse these sites.
In these two cases your should use different approaches to compilation of contextual ads, because users who use Google search and users who browse sites have totally different motives and interests. Google AdWords recommends that your are guided by the following rules when you compose contextual ads for display on Google AdSense websites:
- you should compose your ads taking into account the type of users who may be interested in this particular ad;
- the text of you ad should contain call-to-action phrases (for example, “call now”, “get a free quote”, “register now” etc);
- the ad should contain information about special offers and facilities that may be interesting to your target audience (for example, free delivery, discounts, low prices etc);
- the ad must refer to the landing pages of the site which tell about the advertising offer in detail;
- the ads must explicitly point to the offered products or services, otherwise the number of occasional, non-target clicks on such ads increase, but conversion does not increase, advertising budget is spent in vain.
Negative keywords. To prevent the display of Google AdWords contextual ads on web pages with non-relevant content it is very important to use negative keywords correctly. Negative keywords are the keywords that prevent your ads from being displayed on unwanted websites. If an advertiser uses negative keywords, his ads will not be shown on web pages that contain a big number of these negative keywords.
Exclusion of sites and categories. To increase the efficiency of an advertising campaign in Google AdWords your should exclude the sites or categories that are unwanted for you as an advertiser (i.e. you don't want your ads to be shown on these sites).
Do you want to increase the efficiency of your contextual ads in Google AdWords, but you don't know the nuances of Google Display Network? Do you have no time to organize advertising campaign? We can offer you an effective solution – let the specialists of WebStudio2U organize an advertising campaign for you!
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google adwords contextual advertising |
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