Google’s New Enhanced Campaigns for Display Advertising

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In a previous post, we discussed changes made to Google AdWords‘ pay-per-click (PPC) Enhanced Campaigns (for Search). These new Enhanced Campaigns are designed to give you more control over bidding and focusing on “context” to help you better target potential customers. Many of these features have also rolled over onto Google’s Display Network with a few subtleties specific to Display azerbaijan whatsapp number database advertising (text, images, interactive & video ads). Let’s dive into the new features and differences:

Search vs. Display
Folks who are simply browsing the Internet don’t provide advertisers with as much information as someone who is actively searching for something. When someone does a search, it’s a strong indicator of their intent because they’re actively “seeking out” certain information. In contrast, a person who sees a display ad is generally just browsing the web, but where they’re browsing (specific site or topic) is important because it can also be an indicator of “intent” or “interest.” Because of these differences, Search and Display require some different enhancements. Many of the new Enhanced Campaigns features for Display are similar to Search but we’re going to cover some differences specifically affecting Display. According to Search Engine Watch and Google, most of these differences are around Bid Adjustments and Targeting.

Bid Adjustments

With upgraded Display Campaign, you now get bid adjustments, which give you more control over when and where your ads will show. With these enhancements, it’s possible to set different bidding options for mobile devices, locations, and times.
Just like bid adjustments in Search, you can now not only make adjustments based on device, but you can adjust between targets, also known as placements. These bid adjustments, or multipliers, allow you to bid higher on certain customers who match certain criteria with the idea that they are more “valuable” to your business. Additionally, you can use bid adjustments and separate targeting for each separate ad group instead of just on a campaign level.
Targeting

In addition to multipliers, Display allows for layered targeting options in order to be able to target a specific group of people from a single campaign. You can now set up custom bid adjustments in addition to layering in day-parting, locations, and keywords, to help hone in on specific potential customers hopefully making your display campaigns even more effective and profitable.