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However, if your advertising goal is branding (you want to raise awareness and visibility of your product or company) then placing your ads on the Display Network and using image ads would further achieve this goal.

As an experienced AdWords advertiser, once you have mastered text ads you also might want to experiment with image ads and the display network to increase your advertising reach.

This article will introduce the benefits of image ads and discuss the difference between the display network and the search network.

What is the Display Network

Where your AdWords ads are placed is based on either searches or content, therefore AdWords has two separate networks – the search network and the display network.

The search network is the Google search results and other Google search pages such as Google Maps. You can only place text ads on the search network, and these ads are targeted based on a user’s search terms.

The display network is the sum of webpages that participate in the AdSense program, such as email programs and blogs. You can place both text ads and image ads on the display network.

Contextual targeting

Where your ads appears on the display network is decided through contextual targeting. Contextual targeting uses your keywords to match your ads to sites with similar display or themes.

All of the keywords in your ad group are taken into consideration during contextual targeting, and an overall theme of your ad group is determined, so it’s important to have similar keywords in your ad groups.

Display Network Placements

On the display network you also have the option of choosing exactly what website your ads will appear on. You can choose any of the Google display network partner sites such as Cnn.com, Last.fm, LinkedIn.com and much more. You can view the display network partners here.

Placements are different to contextual targeting as keywords are not required, because you choose where your ads will appear. However, if you choose a very popular site you will need to bid a high price to win the ad position.

Why Use the Display Network

Contextual targeting means that your ads will display along side similar content, so if a user is reading a review of a new Canon camera your ads could appear along side this review. This allows you to target potential customers at different points of the buying cycle.

Placements give you the options of managing where you want your ads to appear, without being restricted to keywords you can advertise your product on sites with dissimilar themes but with the right target audience for your advertising.

The display network is great if you want to increase your total conversions and increase your company’s reach but you do have to work a little harder, with catchier messaging and methods to draw attention. However, if you do capture a user’s attention with the right price or promotion contextual targeting has the potential to bring you many more sales.

Unlike the search network, on the display network you can run more than just text ads, you have the option of running rich media ad formats (image and video ads) which work great for branding.

For branding purposes you also have the option of paying per impressions on the display network. Instead of paying per click you can pay for every 1000 impressions (people that view your ad). This is called CPM pricing.

Writing Ads for the Display Network

It is essential to create separate ad copy for the display network because  people seeing your ad are at a different stage in the buying cycle than users actively searching information.

You must make sure to write ad copy that creates awareness and that draws people in with information, rather than trying to use “buy now” calls to action or jumping right into specific product details.

Targeting the Display Network

The first step is to create a separate campaign. You will want separate campaigns for search and display in order to:

• Set different budgets.
• Use different text ads.
• Use different keywords to trigger your ads.
• Try out image ads (or other media such as video and interactive).
• Compare the performance of search vs display.

How to Use Image Ads

AdWords image ads are graphical ads that can be static (motionless) or animated. Adwords image ads are only published on the display network, and use the same contextual targeting system as text ads.

You can create and upload your own image ads, or from within AdWords use the Display Ad Builder tool to create one.

Image Ads contain both text and images so it’s important to remember that you will still need to write these ads, and of course write/design them with the display network in mind.

You should start out by using the display ad builder, as it will guide you to creating the perfect balance of text and image. For your first image ads you should try a combination of brand-new ads, and also create ads by taking the text of some of your best performing text ads.

Make sure to combine the text with an image that draw attention. However, you need to make sure the image also reflects the keywords it is targeting, and that it is also family safe.

When Should I Use Image Ads

Image ads are perfect for both branding purposes and for advertising using the display network placements targeting option.

The benefits of image ads over text ads include:

• With text ads up to 4 different ads can be shown per page, but with an image ad just one ad is shown per page.
• Image ads give you the ability to capture the attention of potential customers in a visually stimulating way.
• You can choose to either pay per click or pay per impressions. CPM bidding is only available on the display network and it enables you to pay per thousand people that see your ad rather than for clicks on your ad.
• Image ads have the potential to earn a higher click-through rate than text ads because they stand out more.
• Image ads increase brand awareness by allowing you to display your logo in your ad.
• They give you more space to promote your product.

Other Types of AdWords Ads

Video Ads – You can target internet users that watch online videos with video placements and video ads. Have your text ads appear in YouTube videos or have your video ads appear before/after online streaming videos.

Rich Media Ads – Video and flash animated ads, these are a mixture of text and animated content/design. You can even create these using the Display Ad Builder tool.

Here are a few tips you can use, in order to help your ads receive more clicks:

Use the Keyword in Your Ad

On a Google search results page, the search query the user typed for their search appears highlighted in bold, this occurs in both the organic results and the paid results. This helps the user scan the search results page and read the context in which the search query has appeared. Therefore, it’s safe to assume that people would rather click where they’ve seen then words they’ve searched for. This can work in your benefit as an advertiser if you take the time to write ads that include your keywords.

By using the keyword in your ad (body or title) your have an advantage over the competitors who don’t.

You can also try keyword insertion. This enables you to create a standard ad for a large group of keywords (this would probably work best with product names), so when your ad appears on a search result page, the code will be replaced by the keyword that triggered the ad.

However, a note of caution, keyword insertion can seem like an easy way to target search users, but you must make sure that the keywords in the ad group all make sense within the ad itself. This works best in short to the point sentences such as “Buy {Keyword:Canon Digital SLR}.”

Use Capitalisation in Your URL

If you have a long domain name (or even a short one) you can make it stand out far more by using capitalisation in your URL. This looks great but is also easier to read too.

For example our own web address “www.redflymarketing.com” isn’t as easy to read as “www.RedFlyMarketing.com”.

Use Numbers Whenever Possible

By including prices and several other numbers in your ad copy you can increase your targeted click-throughs. An ad that displays the price of the product stops users that are unwilling to pay that price from clicking on the ad, it reduces unwanted traffic to your site. Also, communicating the price is important to the customer.

When a customer is seeking out a product one of the most important pieces of information for them is the price, to determine if they can afford it or not. However, most advertisers fail to display the price of the product quickly enough.

If your prices change too often, then you can display your discounts, special offers, promotions and delivery prices instead.

Promote benefits ahead features

Learning to discriminate between a benefit and a feature is a step towards writing better ad copy. The benefits of a product describe what’s in it for you, but the features describe what functions the product performs. These might seem like the same thing, but they aren’t.

For example:

Features

• The coffee I had this morning contained 100 mg of caffeine.
• This camera has 20x zoom.
• The PDF is 100K.

Benefits

• The coffee kept me awake until next morning.
• This camera lets me take photos from really far away.
• The PDF takes only 10 seconds to download.

Additional Tips

The above tips are the technical features that AdWords ads have to meet in order to produce maximum results.

There are however some additional do’s and dont’s to writing your ads:

• Create a strong connection between your ad and your landing page. This is crucial in maintaining a good conversion rate.
• Eliminate mispositioned ads. Redefine your target niche if necessary, and use more productive keywords.
• Use meaningful phrases.
• Eliminate every word that doesn’t bring value to your ad. The word count in AdWords is so tight that there’s no room for “click here”, “see (this link)” and so on.
• Keep track of your ads, test new ads and remove under-performing ads.

The AdWords system decides your ad’s position through your bid and CTR. This article aims to guide you on how to tweak these two factors in order to maintain your most advantageous ad positions.

It’s All in the Strategy

Here are the bidding strategies you can easily apply to your campaigns:

Avoid the First Position. When?

The first position in AdWords has the potential to lose you money.

If your site doesn’t convert well and your ad gains a lot of clicks because it appears first, it will definitely start losing you money. If competition for the keyword is high then the first position is going to be very expensive too. Also, the first position is more exposed to accidental clicks.

You can aim for the lower ad positions by lowering your bids. A good strategy is to maintain places 2 through 4, this ensures your ads will appear on both the search network and the display network. If you don’t run ads on the display network or have separate campaigns for display and search, a good strategy is to maintain places 2 through 4 for the display network (necessary for maximum exposure and results) and places 2 through 8 for the search network (this means your ad will appear on the first page of the search results).

You can also use the position preferences within AdWords to tell Google where you’d like your ad to appear, the system will then automatically try to lower your bid to move your ad down to your preferred position.

Evaluate Premium Listing

A maximum of 8 text ads can appear on the right-hand side of each Google search results pages. However, ads do sometimes appear above the Google search results. If your ad has a high quality score and a high CPC bid, AdWords can reward you by placing your ad in one of these three premium positions above the search results.

If your CTR grows at the same pace with your conversion rate, this can work in your favour. However, if your CTRgrows faster than your conversion rate it means the extra traffic you get by occupying a premium position is low targeted. Therefore it’s important to evaluate whether these premium listings work for you or not, you should reduce your bid if they don’t.

Get the First Position on the Second Page

When a keyword is very popular it can be difficult to get into the top 8 positions (and appear on the first page), but by raising your bid to try compete you could find yourself getting into an expensive bidding war. When a keyword is expensive and you’ve done all you can to try improve Quality Score, you should consider aiming for the first position on the second page or even the third page.

The first position on the second and even third results page could prove profitable for you. This strategy can help when you have a lot of competitor ads that span several pages.

Maintain the Minimum Bid, no Matter What it Takes

This strategy is helpful when it is possible to find good keywords that have less competition, and you can enter the top four or three positions with the minimum bid.

If you have the time, start hunting for these types of keywords and your effort will be rewarded. This also helps increase the overall CTR history of your account.

Stay Ahead of Your Direct Competitors

This strategy works when the bidding prices are low. If you risk entering a bidding war, you should switch to new, undiscovered keywords.

Bid Less and Target Better

AdWords rewards advertisers that write highly relevant ads and who find good and relevant keywords, ahead of the ones that bid more and don’t take targeting into consideration.

Use Bidding Cycles

It can be advantageous to raise your bids during certain times of the day or week, the times when you know that your keyword gets more targeted traffic. Use the range of reports available in AdWords to determine what times are most profitable for you.