How can Publishers Take Advantage of Adwords’ Search Network and Display Select Campaigns

Google Adwords has recently launched the “Search Network with Display Select” campaign to help advertisers reach more potential customers – at the same time, improving the targeting quality of ads to audience. Read: https://support.google.com/adwords/answer/3437721

According to Google:

“Ads can appear when potential customers search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network, which reaches 90% of Internet users worldwide and includes more than 2 million publisher sites like nytimes.com and weather.com (Source: Comscore 2013).”

The best feature of this new campaign is its potential for qualified traffic/leads for advertisers – because the campaign runs on a highly selective targeting approach:

“Search Network with Display Select” shows ads selectively on the Display Network and bidding is automated, helping advertisers reach people who are most likely to be interested in the products and services they’re advertising.”

The most obvious advantage would be the fact that this new offering from Adwords will encourage more advertisers to bid on the display network. More advertisers coming from Adwords and Ad Exchange will mean greater competition for your display ad space and higher overall RPMs.

Related Read: Page RPMs versus Matched RPMs

Here are some tips you can use in order to take the full advantage of this new feature from Adwords:

1) Improve content quality for your target audience

Since the new campaign is still contextually-based, having content that is highly relevant to your topic and useful to your audience is key. Remember, advertisers WILL select where to place their ads. Be on the priority list because of the quality of your content and how it matches user-needs.

2) Review landing pages for improvement

Advertisers tend to pick sites that have good user-experience and can lead people to find the content (whether organic or sponsored) they are looking for. A site with a well-created landing page that aids eye-movement, loads fasts, and has good ad placements is a perfect buy for advertisers.

Related Read: A user-friendly site is an Adsense-friendly site.

3) Sign-up to Adsense and Ad Exchange