This is another post in a series aimed at helping advertisers to better understand how to leverage all of the various tools in the AdWords interface to help get the most out of their campaigns. Previously we’ve offered guides to using:
- AdWords Ad Extensions
- AdWords Reporting via the Dimensions Tab
- AdWords Campaign Settings
- Creating & Analyzing AdWords Ads
- The Google AdWords Audience Tab
- Google AdWords Auto Targets
- Google AdWords’ Left Navigation
- Google AdWords Tools & Analysis Tab
Google recently reconfigured how advertisers can manage their display campaigns, and in this post we’ll walk through the new Google AdWords display network tab.
Using the Google AdWords Display Network Tab
As with most of the main tabs within AdWords (keywords, ad text, etc.) you access the display network tab to view all campaigns, a specific campaign, or even drill down to a specific ad group. Once you do you can then drill down to a few different views:
You can now look at several areas of the display network in one place that were previously a bit spread out:
With this view you can look at the keywords that make up your ad group along with associated metrics, and you can also tweak your campaign’s targeting options by clicking the “Change display targeting” button pictured above:
As you can see from this interface you can manage everything from keywords to placements to topics and interests/remarketing. This can be a good short cut for making quick changes to any of these areas within your display campaign. That change display targeting button also persists through the other sub-tabs for the display network tab (placements, topics, and interests & remarketing).
As with the keyword and search query reports for search campaigns, the in-depth placement report AdWords offers is critical for optimizing display campaigns. This tab will give you access to performance data for the Web sites your ads are placed on. You can then manage bids at the placement levels, exclude certain placements, or move a placement to managed placements. You can also get additional data about placements from the automatic placement report in the dimensions tab.
Topics and Interests & Remarketing
Similar to the placements tab, these are good areas to drill down and analyze the performance of various topics you might be targeting as well as remarketing audiences.
Navigating this new display tab is relatively easy, and ultimately it’s really just taking components from various places within the AdWords interface and making them easier and quicker to access. Understanding where to find this information and where to make these changes is critical, as optimizing your display campaigns requires you to analyze the performance of different placements, audiences, and keywords and make changes appropriately.
About the Author
Tom Demers is co-founder and managing partner at Measured SEM LLC, a boutique Boston, MA SEO and PPC agency offering search marketing consulting services including pay-per-click account management, a comprehensive SEO audit, content marketing strategy, reputation management for SEO and link building services and strategies for a variety of specific niches such as B2B SEO services.