How to Use Google’s Display Network for Online Marketing

By John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

Of the main search engines, Google’s display network gives web marketers far more control of where your ads appear, when and to whom, as well as CPC and negative sites. Although total transparency isn’t available yet, you can get a better idea of which sites are working for and against you. The best way to manage your account effectively is to separate your display and search campaigns at the start.

Click the Audiences tab in your Google AdWords account to view the available interest categories. If you don’t see the Audiences tab in your AdWords account, click the little down arrow at the end of the row of tabs and choose Audiences from the drop-down menu to enable it.

Save this option for when you are more comfortable with basic PPC and are running a display network campaign on managed or automatic placements.

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How to disable other options

To make sure that all your other campaigns have the display network option turned off, follow the steps below. You have to repeat this process for each campaign individually.

  1. Open a campaign.

  2. Click the Settings tab and scroll down to Networks and Devices. Click the Edit link in the Networks section.

  3. Select the Let Me Choose radio button and deselect the Display Network check box.

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  4. Click Save.

The search partner network is made up of sites that work directly with Google to provide Google search results, such as Google Product Search, AOL, and Ask.com. You can opt out of this network as well, but first check your traffic volumes before opting out.

How to enable a display network campaign

To create a Google display network campaign, follow these steps:

  1. Create and save a new campaign as you normally would.

  2. Click the Settings tab to open the Campaign Settings page.

  3. Deselect the Google Search and Search Partners check boxes, and select the Display Network check box.

  4. Click the Save button.