Google Adwords Display Ads – A quick guide
Text and image ads are presented in the GDN. In contrast to the search network, ONLY the intersection of all options is selected!
=> The more options are added, the less range is achieved!
What are the four “blocks” available?
Keywords: Relevant search terms, very broad. These are much broader than search keywords
Topics: Topics with a very large reach. Should only be used on larger budgets
Placements: Special sites on the Internet (Google Adsense network). For horse blankets, horse blog websites would come into question
Audiences / remarketing lists: Target groups provided by Google or target groups you have recorded yourself (AdWords or Analytics as a source)
A maximum of two out of four building blocks should be used per campaign (otherwise the intersection is too small and the campaign generates only a few impressions). Keywords should always be used.
In most cases, 10-30 keywords and audiences should be added. Topics usually exceed budgets and relevant placements are difficult to find.
There could therefore be several display campaigns per product/service.
Nota Bene: Dynamic remarketing / dynamic display remarketing / shopping remarketing (which uses the shopping datafeed) works best with keywords and the automatic audiences that AdWords/Analytics provide automatically.