Does it seem like display advertising has long been the redheaded stepchild in the Google AdWords extended family? Sure, third-party display network ads are invaluable to any ad campaign, keeping both brand and message before the eyes of browsers across all areas of the Web. But when it comes to finding sites, adjusting settings, and constantly monitoring campaigns, it also seems like display advertising has taken a back seat in terms of how we have been able to manage the processes. Well, no more.
Google made a move last week that has given display advertising a new home – a place that was designed to simplify the way we buy and manage display ads through the AdWords interface (with its own tab even!). And given that there are over 1,000,000 websites on the Google Display Network, it was about time we received an upgrade to the system.
At its core, advertising is built to get both brand and message in front of the right people. The best advertising makes use of eye-catching creatives and a compelling message. Both of these key advertising elements are easy to build and manage – due to the simple fact that message and creative elements are refined and honed to perfection well before they leave the building (so to speak). But until very recently, it was difficult to target display ad sites, receive feedback and manage advertising campaigns after they hit the Web. As with any build or project, the right set of tools allows the manager to supervise and handle the project with ease and confidence. Google has done us all a great service with the new Display Advertising tab in AdWords.
Google has been building-out functionality in AdWords for quite some time now. It is fortunate that the Project Management team at Google AdWords has been listening to feedback from advertisers and taken note that a chief objection to the display advertising system is the fact that campaign managers are forced to visit multiple areas of the AdWords interface to effectively manage their display campaigns. Google has admitted that, since the inception nine years back, AdWords customers have been buying display ad campaigns through an interface that was originally designed for search. With its own tab within AdWords, display advertising has now been granted a new set of tools that will allow display ad marketers to manage and deliver more engaging and relevant display ads for their campaigns.
As stated in the official Google release, “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.”
Visitors to the new Display Network tab will be met with a few interesting new additions. In the new development, Google has included a “revved-up” contextual engine that quickly matches ads to pages based on keywords – effectively leveraging the power of search to aggressively target high-performing keywords and maximize the reach of the display network.
In addition, Google has also introduced a new visual targeting diagram that allows advertisers to see a diagram that shows the reach (or potential reach) of a campaign, as well as how that reach may be affected by combining different targeting types (such as keywords, placements, topics, interests or remarketing).
And with the new Display Campaign Optimizer (originally rolled out in October 2010 but recently released from beta status), advertisers are more easily able to set goals and leverage the power of Google technology to find the best places to show ads – optimizing both targeting and bidding processes.
In short, with the new Display Advertising tab addition to the AdWords interface, Google has both supercharged the display ad management process and reduced our business process at the same time. More power, greater reach, more conversions, better results, lower associated costs. Sweet.