Your Guide to the Display Network

Rear view of two partially unrecognizable men sitting in front of a computer. One of them is pointing at a screen where are several lines of computer code.

When it comes to SEO in Toronto, one of the most important aspects of your strategy is pay-per-click (PPC) advertising. This form of advertising is versatile, adaptable and capable of targeting only the best leads when properly optimized. Today, we look at the king of PPC ads, which is Google, of course.

Google offers two different forms of PPC advertising to optimize for your Toronto SEO. The first one is the Search Network, which serves ads to users on the Search Engine Results Page (SERP). The other type, and the focus of our discussion today, is the Display Network. There’s a lot to get through with this service, so let’s get started.

How Does the Display Network Work?

Something that would probably surprise a lot of people is the middleman businesses that permeate every industry. Perhaps you work for one, or perhaps you can just see the connection we’re about to make. Either way, just hold on for a second as we look at how logistics work to illustrate the core principles of the display network.

Say you are a widget manufacturer. You don’t have a storefront at your manufacturing facility and must transport your widgets to different locations to sell them. Now, you might think that manufacturers simply call up a trucking company, tell them where to go and how much cargo they have and then call it a day. Sometimes it works this way, but most of the time, they actually call up a logistics company. This company coordinates the land, air and sea transport for the manufacturer while optimizing the load size and route times of the transport companies. They are the middleman for the operation.

In the same way, Google acts as the middleman between advertisers and the advertising space. Rather than a company doing SEO in Toronto calling up a domain holder and asking them to post an ad, they simply go to Google. On the other side, domain holders don’t go plying their website real estate to the highest bidder; they go to Google. This is the basis for the display network.

How Can Advertisers Augment the Appearance of Their Ads?

As the middleman, Google decides on the best formats for ads. They have somewhere between 10-15 dimensions available and offer a number of different fields for advertisers to manipulate. These include the images, text and headlines that can appear. Choosing the right information to display is a crucial part of the process, and no advertiser should overlook the importance of crafting the ideal ad based on these restrictions.

How Can Advertisers Augment the Effectiveness of Their Ads?

The appearance of ads is important, of course, but like all online advertising, the true power of the campaign comes from the technical tweaks and techniques employed. One example of these technical tweaks is the adaptive mode of serving ads. Here, Google’s algorithm decides what size of the ad will be served, where it will be served and how many options of text will appear on each ad. Advertisers can use this to ease their work, but it is much better to customize at least some parts of the process.

For instance, blacklisting certain site groups can help prevent ads from being shown to the wrong audience and exhausting your budget prematurely. Choosing a specific format and crafting one good ad can be a good way to augment and study the strength of your campaign. Making subtle changes to your ad text can allow you to accurately track what works and what doesn’t.

These many changes make it essential to find the strategy that works best for your company when using the Display Network. Don’t be afraid to make changes and try new things until you’ve found something that works right.

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