What is the Google Display Network?
Google claims that ‘The Google Display Network can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.’
The Google Display Network was created with one thing in mind: to give advertisers and marketers the ability to reach their target audience at the right time and the right place.
According to Google, there are two ways to target potential customers:
‘Find new customers or engage your existing customers using audiences. Similar audiences and in-market audiences allow you to target people who are most likely to be interested in your products, helping you find new prospective customers. You can also use data, like remarketing lists, to help you re-engage people who previously visited your site.’
‘Drive more conversions using automation. Automated targeting helps you get more conversions by finding high-performing audiences based on your existing audiences and landing page. By automatically optimizing over time, Google Ads can learn which audiences work for you. Automated bidding automatically adjusts your bid to help you meet your return on investment. Smart display campaigns combine the best of automated targeting, bidding, and creatives to maximize your conversions on Google Ads.’
Google AdWords can be broken down into two categories the Display Network and the Search Network. When advertisers use Google’s Search Network, they put text ads on the SERPs (search engine results pages). Whereas on the Display Network, advertisers place display ads on a range of targeted sites and apps.
Getting down to basics – what are display ads?
Display ads are usually visual banner ads that appear on websites across the internet. According to acquisio.com ‘Google’s Display Ad Network reaches 90% of global internet users.’
What is remarketing? Remarketing is a method of reaching users and existing customers who have already engaged with and interacted with your site or app. Remarketing gives you the ability to expose quality leads to your ads as they surf the internet, which helps to promote your brand and keep customer engagement high.
Managed placements is a targeting strategy that allows marketers to specify exactly where they would like their ads to be displayed and to which audiences. Other targeting methods such as topic and interest targeting gives Google control over which sites and audiences are the most relevant. With managed placements however, gives you full control over where you would prefer your ads to be displayed. This method is a great way to maintain a stable ad spend because you control exactly where and when your ads will be displayed.
It’s a good idea to single out a few relevant sites that you want your display ads to be featured on and then you can track the performance using Google Analytics. But what happens if your results are slow or leads and conversions are not increasing as you were expecting? Well you could simply check the ‘All Referrals’ section in Google Analytics to see which sites are most relevant to your business offering.
Google Display Ads Network has an immense reach of global internet users, making it crucial to define your budget from the start. If you are just starting out it is advised that you begin with a budget that you are happy and able to experiment with so you can test the waters before you take the dive.
Another great tip is separating your ad placements into relevant ad groups; that way you can evaluate the results and see which one performs best, gathering the most conversions and leads and then you can invest more money into your ad spend budget.
Make your display ads appealing
Why not get the best of both worlds and incorporate both text and images in your display ads? You need to keep your ad copy and CTAs simple and concise. When it comes to advertising, especially products and goods, visual ads are definitely the way to go! Having attractive images can encourage your potential customers to go ahead with purchasing whatever your business offering is.
Parallels between search campaigns and display campaigns
Just as you spend the time, money and resources to monitor and adjust your search campaigns, you need to do the same with your display ads campaigns. Much like adding negative keywords, you need to modify underperforming ads by removing placements that aren’t receiving high levels of engagement and traffic.
To exclude placements for your display ad campaigns you should use the Display Network tab in Google AdWords. Google also gives you various options and controls from filters to automation. Don’t neglect these resources, make use of them and monitor your campaign’s performance.
Regular tracking of your display ads campaign is crucial to succeeding in the world of Google ads because Google has a tendency to systematically update its algorithms. Now, why does this matter? If Google makes an algorithm change and you aren’t there monitoring your campaigns, you could risk losing your placement. To track your brand awareness, you should be monitoring click-through rates and impressions, whereas for sales targets you ought to be focusing on conversion rates.