PPC Blog: GDN

4 Key GDN Settings to Check for Smarter Ad Spend

One of the most common complaints I hear about the Google Display Network (GDN) is that it’s a money hog.

And that can be true at times!

But then, the same can be said of any other ad network — if not approached carefully.

So there’s no need to avoid the GDN out of an abundance of caution.

But you should keep on top of account settings that can rack up your budget spend if you aren’t careful.

Which settings do you need to pay careful attention to?

In this article, I’ll highlight four settings that you should keep a close eye on to keep your GDN ad spend in check.

4 GDN settings for smarter ad spend

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Images in GDN Display Ads: Recent Findings

Like most other PPC pros, we’re continuing to test and experiment with the GDN as we come to grips with changes, such as the elimination of standard text ads and the roll out of responsive ads.

Some of these tests are planned. But some emerge organically as our clients put forth new ideas or new challenges arise.

This happened recently when one of our clients developed a new set of GDN display ads.

GDN display ads

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PPC Basics and Beyond

I’m somewhat hesitant to tackle the subject of PPC basics for new AdWords users. Because to do PPC well, you really have to step beyond the basics. But as soon as you do, things can get complicated really fast.

As a compromise, I’m going to discuss both in this article — the basics and what lies beyond.

PPC basics and beyond

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Creative GDN Strategies for Your B2B Business

As a boutique PPC marketing agency, we work with many B2B businesses. And while most B2B marketing teams are eager to grow their PPC campaigns on the Google Search Network, many are hesitant to wade into the Google Display Network (GDN).

Admittedly, the GDN has a mixed reputation. We’ve all heard horror stories of companies carelessly diving in and blowing a bundle with no tangible results.

But at the same time, there are good reasons for venturing into the GDN, such as:

  1. Lower click costs: Some of our clients pay $100 per click on the Search Network but only $2-3 per click on the GDN—and reach a lot more eyeballs in the process.
  2. Increase in brand presence: Having a good mix of GDN and remarketing campaigns can help with brand recognition and drive more targeted traffic to your website.
  3. Lift in Search Network performance: Time after time, we find that presence in the GDN results in mysterious improvements in Search Network performance.

GDN strategies

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FAQs About the GDN’s Responsive Ads

If you’ve been keeping up with the Google Display Network (GDN), then you’ve undoubtedly encountered AdWord’s new responsive ads.

As with any major AdWords change, our clients have had lots of questions about the new ad offering. And there seems to be a lot of confusion about the details.

Therefore, I’ll use this post to address some of the most common questions we’ve been asked.

responsive ad FAQs

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Getting Started With a PPC Agency Part 8: Google Display Network (GDN)

In our last blog post in our client onboarding series, we talked about the importance of remarketing as a PPC tactic.

In this post, we’ll cover the topic of the Google Display Network or GDN.

As you and your marketing team might rightly point out, remarketing is technically part of the GDN. We decided to cover remarketing as a separate topic because we take a different approach with each.

Google Display Network

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The GDN Update You Shouldn’t Overlook

Google is continually updating its products, which (generally) is a good thing. But sometimes the updates happen so frequently, it’s easy to overlook them—especially if it’s an update to a product or service you don’t use often or aren’t particularly enamored with.

This happened to my team and I recently. Google announced an update to the Google Display Network (GDN) in August, and its significance initially escaped us. Only when we started playing with the update, and dug a little deeper, did we fully “get” the implications.

GDN update

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Given Up on the Google Display Network? Not so Fast!

Some search engine marketers argue that the Google Display Network (GDN) via AdWords doesn’t work as well as its counterpart, the Search Network. But on closer inspection, the GDN has some real advantages over the Search Network—if you know where to find them.

If you’re interested in broadening your advertising options with the GDN, check out my latest SEM column on Search Engine Land.

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