Display Network getting started guide

What does it take to get ads on to the Google Display Network, which is comprised of over 2 million sites, videos, and mobile apps that partner with Google to show ads?

Display Network placements

In this guide we’ll walk you through the key decisions you’ll make when building your Display Network ad campaign, using a travel agency as an example. Follow along with your own business in mind, and you’ll have the building blocks to create your own basic "Display Network only" campaign in AdWords by the end.

Decide what to do with your campaign

When you create any campaign, think about the products and services you want to advertise. It’s best to create campaigns focused on a single, specific offering to help you organize and manage your AdWords account over time. For example, a travel agency might create a specific campaign about “cruises,” rather than a general campaign about “travel packages.”

Determine how much you want to spend

Set your campaign budget to a level you're comfortable with. With “Display Network only” campaigns, your entire budget is devoted to Display Network advertising.

List out your keywords and placements

Just keywords

Keywords are one way you can get your ads to show on the Display Network. When you choose keywords, your ads may show on Display Network sites with content that matches those keywords, and, in some cases, based on a person’s recent browsing activity. More about this.

Keywords
  • 5-star cruises
  • Luxury cruises
  • Premium cruises
Where your ads can show Ads can show on Display Network sites that match 5-star cruises, luxury cruises, premium cruises.

Just placements

Placements are individual sites and videos where you want your ads to show because you know your audience visits them or they fit your advertising goals. When you choose placements, your ads can show on those specific sites and videos.

Placements
  • example.com/travel
  • example.com/cruises
Where your ads can show Ads can show on the placements example.com/travel and example.com/cruises.

Both keywords and placements

When you add both keywords and placements to an ad group, your ads typically only show when these placements also contain your keywords.

Keywords
  • 5-star cruises
  • Luxury cruises
  • Premium cruises
Placements
  • example.com/cruises
Where your ads can show Ads can show on example.com/cruises when it contains 5-star cruises, luxury cruises, and premium cruises.
Create ads

Text ads

Write text ads with clear and compelling language about exactly what you offer. You’ll want ad text to relate to the keywords you’ve chosen and the landing page where you send people who have clicked that particular ad.

Text ad Book Your Luxury Cruise
www.abc123.com
Luxury cruiseliner with top
chefs and entertainment.

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Other ad formats

You can also use other ad formats like image or video ads. You can upload an image or video ad you've created directly to your ad group. Or, you can make use of pre-made templates to build a custom image or video ad in just minutes with your logo and product images.

Image ad Luxury cruises
for $1,000
a night.
Cruise ship
Book now!
Combine your keywords, placements, and ads into ad groups

Ad groups let you group together similar keywords and ads. For example, when a keyword in an ad group matches something on the Display Network, an ad from the same ad group can be shown.

Ad group Luxury cruises
Keywords
  • 5-star cruises
  • Luxury cruises
  • Premium cruises
Text ad Book Your Luxury Cruise
www.abc123.com
5-star cruise with top
chefs and entertainment.

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Browser with display ad

Eventually you'll want create an ad group for every one of your products.

Ad group Luxury cruises Budget cruises Family cruises
Ad Book Your Luxury Cruise
www.abc123.com
5-star cruiseliner with top
chefs and entertainment.

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Book Your Cruise for Cheap
www.abc123.com
The cruise you always wanted
50% off through September.

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Family Cruises
www.abc123.com
Family activities together,
and on-site childcare to get away.

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Keywords
  • Luxury cruises
  • Premium cruises
  • 5-star cruises
  • Budget cruises
  • Cheap cruises
  • Affordable cruises
  • Family cruises
  • Family vacations
  • Cruises with childcare

Next steps