Google Ads Display Advertising Model - The 2012 Enhancement

Published onMarch 31, 2012 by: James H. Hobson

The Google Inside AdWords Blog posted an article this past week which introduces substantial enhancements to the display advertising model. The changes that were unveiled are designed to make this advertising option more effective, and much easier to use

Within your Google Adwords dashboard you will now find a new tab, specifically for the Display Network. The new Display Network Tab is an interface built from the ground up to run display campaigns, and will enable you to bid, target and optimize display campaigns all from a single place. Here is an excerpt from the Google blog post:

A Revved-Up Contextual Engine

The contextual engine, which matches ads to pages based on keywords, is at the heart of display-buying through AdWords. We’ve been hard at work behind-the-scenes to give this engine its biggest enhancement ever, the ability to combine the reach of display with the precision of search, using Next-Gen Keyword Contextual Targeting. This means that you can fine-tune the performance of your contextual campaigns down to individual keyword level, which will help you take the performance of your marketing campaign to a completely new level. It’s now easier for you to extend search campaigns to display and more efficient to run the two types of campaigns together.

For example, let’s say you’re running display campaigns for a Travel Agency who offers a vacation packages in several Caribbean islands. In the past, you would have created themed ad groups targeting vacations to Turks and Caicos and the Caribbean. Now, with this new keyword level transparency you might realize that the keyword “Turks and Caicos vacations” is 4 times more profitable than the keyword “caribbean vacations”. You can optimize your campaigns to aggressively target these high performing keywords, and be more conservative on “caribbean vacations”.

Giving a Visual Edge

And like the writers of the best fairytales know, sometimes pictures communicate better than words (or numbers). Along with the new Display Network Tab and contextual engine, we’re introducing a way to visualize the reach of your campaigns, and see how that reach is impacted by combining multiple targeting types, such as keywords, placements, topics, interests or remarketing.

These changes are some of our biggest steps to date towards bringing together the science of search advertising with the art of display. We hope they give you some powerful new tools to connect with their customers and deliver engaging and relevant display ads.

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We're excited about this new approach, and will be among the first PPC management agency to leverage this for Ads clients. Check back for our thoughts and comments on the new changes to the Google Ads Display Network interface.