There is one incredible side to Google Ads, formerly known as Google Adwords, that can deliver incredible results:
Display advertising on the Google Display Network (GDN).
When considering Google Ads, a lot of marketers completely invest their efforts into the Search Network. It’s sensible why Google’s search ads are able to provide an impressive and immediate return.
Awaiting individuals to look for your services or products is merely one element of the whole situation. Therefore, the Global Display Network can be a perfect complement to your online marketing approach.
GDN can be incredibly beneficial when it comes to generating conversions and increasing brand recognition, as long as it is being utilized correctly.
It is not as complicated as many marketers presume for them to be successful in display advertising. Figuring out how to deal with it and utilizing established strategies for show notices is all you need to do. That’s the reason we put together this piece to address all of the inquiries you have about the GDN.
Ready to get results from display advertising? This Google Display Network Guide is for you.
What is Google Display Advertising?
Ads which are seen on a visible surface are predominantly comprised of pictures and aim to reach people that may have an interest in your products but are not searching for them specifically. In comparison, search ads are composed of text and empower you to focus on certain key terms.
While using your cellphone application or exploring your preferred websites, you’re probably going to encounter display advertisements.
They could potentially show up in your Gmail account, apps, or videos.
Best employed to: Connect with future customers at the beginning of the buying process, increase brand awareness and bring in more web traffic.
Presenting your company to specific target audiences that could potentially be intrigued by your offerings can be accomplished through display advertising.
In this way, you can reach a bigger audience than if you just used search ads.
Advertise with Google Ads on the Google Display Network, which consists of over 2 million websites that attract nearly 90% of Internet users all around the world.
Despite this, you are exposing your business to a particular demographic that is likely to be interested in what you have to offer. This may help you get in touch with a much larger or an entirely different group of people than you would be able tothrough searching.
People who wish to grow their business and increase their customer base should strongly consider using standard display ads.
You can take advantage of Google Display Advertising to display ads to the right demographic with interests that make them potential customers. This way you can be certain that the people seeing your ads are more likely to make a purchase.
What is the Google Display Network?
Advertisers can display their ads on millions of websites across the Google Display Network.
No matter what you are doing online – from searching the web, to checking your email, to streaming your favorite videos – the Google Display Network will show you ads related to your activities on virtually any website.
The Display Network provides advertisers with the capability to use visuals, such as images and videos, as well as interactive media, instead of just simple text ads. The human brain is capable of interpreting visuals 60,000 times faster than words, making this fact a major shift in dynamics.
Why Use The Google Display Network?
There are lots of different ways to advertise on the Google Display Network, such as different types of ads and being able to target people accurately. Remarketing activity is likely the most utilized technique on the GDN.
Remarketing allows you to show advertisements to individuals who already went to your website. When users are surfing online on any website that is part of the Google Display Network, such as YouTube, they will come across ads. Remarketing is often comparatively cheaper than bids on search network campaigns, and it’s fantastic for finalizing sales because viewers of the adverts will already be acquainted with your brand.
Advertisers that are judged based on their ad-spend return may find it alluring to devote all of their display advertising money mainly to last-click conversions like remarketing to have success with the end of the sales funnel. However, upper-funnel display advertising is vital to sustainable growth.
Display advertising that is used to reach consumers early on in the purchasing process, before they have knowledge of your product, requires a creative approach in order to stand out. This sort of advertising attempts to get customers to pay attention to your brand by presenting imaginative marketing messages.
If executed correctly, placing awareness advertisements on the Google Display Network will make sure your company comes to mind first when potential customers are considering their options, granting you a competitive advantage over other businesses. This will occur before the customer is actively searching for the product or service you offer.
The effects of display network advertising are notoriously challenging to estimate, as its impact is comparable to implicit messaging (for reference, refer to the concept of divided attention). This idea suggests that we unconsciously absorb information from our environment even when we are distracted by something else, indicating that those exposed to your promotional ads will recall them even if they weren’t paying direct attention to them.
Tactics to Boost Display Network Performance
1. Enable Audience Segmentation While Maintaining Reach
If your goal is to have your message spread to the widest number of people, then you should not create too many filters for one advertisement group. Rather than establishing one ad group, establish multiple ad groups to tailor bids for every targeted combination in order to facilitate better reporting and improved bidding without diminishing your coverage.
The range of targeting parameters that come standard on the Google Display Network include subjects, likes and dislikes, predetermined webpages, age and gender, and keyword and context-based targeting. Combining these options can aid in locating potential customers.
2. Lean on The Power of Similar Audiences
Advertisers can use Customer Match to tailor their ads and show them to their consumers or potential clients while they are watching YouTube, checking emails through Gmail, or while they are utilizing Google Search. It is not possible to use customer lists on Google’s Display Network, but it is feasible to use them to locate potential clients that have similar qualities with the use of Google’s Similar Audience feature.
You can also create comparable audiences based on the standard audiences you have uploaded to your Google Ads account. This is a great technique for showing advertisements to people with similar interests to your website visitors and already existing customers, which allows you to expand your reach on the Google Display Network.
3. Use Display Exclusion Lists
It is essential to frequently look over the locations where your ads are being put up in order to avoid wasting money. Certain expenditures often take a substantial amount of money if not monitored and regulated carefully, but much of this could be saved if display rejection lists were used.
If you are not making use of managed placements and you have not looked in to recently where your advertisements have been appearing, it is likely that a huge part of your budget is being spent on mobile games.
If you want to know where your ads have been showcased, you must go to the placements section within the selected campaigns. You can search by ‘mobile app’ to determine which applications your ads were shown in.
4. Test In-Market Audiences
Google identifies users who are likely to want something specific, like a product or service, as “in-market audiences”. This audience should be an attractive target because they already have an interest in products and services that match what you are offering.
When configuring the targeting settings, choose ‘Interests and Remarketing’ and then go on to pick ‘In Market Audience’. When you go there, you will see all the categories Google has available for purchase.
Advertisers that desire to hone in on a particular audience aim can use Google’s ‘custom intent’ targeting to create a faux in-market audience that isn’t offered in the conventional selections.
For instance, you could construct a personalized intent viewers by constructing a reserve of low-funnel keywords, web links and also applications that illustrate what being ‘out there’ looks like for the target market you are aiming at.
How to use Google Display Network for businesses
1. Laying the groundwork
When considering the contrasts between Google’s search network and its display network, the most overwhelming distinction is that people who use the search network are actively looking for something.
They are making an effort to locate a resolution to their issue; that is, they are deliberately seeking out information.
You are running advertisements on external websites that people are accessing for some other particular objective. They aren’t there searching for your product or service.
Your methodology for Google Display Network ads must be distinctive when compared to that utilized on the search network.
To begin, it is highly important to comprehend who your optimal buyers are, what they are hunting down and the manner by which they are scanning.
Otherwise, your advertisements won’t be directed to the suitable individuals, on the appropriate websites, and they won’t get their consideration.
The most successful approach to this is to develop buyer profiles.
2. Choosing keywords
Next, research which keywords you should be targeting.
In order to execute efficient keyword research, you must be aware of the purpose of the customer.
That’s where your buyer personas come in.
Do some research around the following:
- Which keywords your ideal customers type into Google, to find a product or service like yours.
- Keywords related to your product or offering
Using the Google Keyword Planner can be a beneficial approach to analyze this data.
Begin with a short series of keywords to figure out what ranking and website visits you receive, and then add more keywords and delete some based on what seems to be productive and what isn’t.
3. Setting up an ad
Organizing your ad exhibit in Google Ads is quite simple – but there are crucial activities that you must be careful about if you wish to obtain authentic accomplishment.
You must have a specific aim in mind before you start designing advertisements.
- What do you want people to do when they see your ad? i.e. what does a conversion mean to you?
- Where you will send traffic for them to convert?
Typically, creating a page that is closely linked to the advertisement and optimized for conversions is the optimal solution.
The pages that people access after clicking on an advertisement are referred to as landing pages. You can create an ad display campaign to draw people to your landing pages, making sure you include applicable advertisements.
Once you’ve got that sorted, sign in to Google Ads Account and follow these steps:
- Choose ‘Display Network Only’ from the campaign options.
- Select a marketing objective.
- Decide the location targeting for your campaign.
- Set your ad budget – this is how much you are willing to spend on your ads per day. Go for Manual CPC bidding to start, as this gives you more control. Then, you can always experiment as you learn the ins and outs. Start with a low bid and adjust it later (Google Ads gives you an idea of what you should be bidding).
- Pick Ad extensions, such as call extensions.
Once the fundamentals are in place, you can begin to target your audience.
If you’re wondering how long it will take to see results on Google Ads, aren’t sure if inhouse or outsourcing your Google Ads campaigns is right for you or looking for more ways to experiment with Google Ads.
4. Targeting
It is completely necessary to have a successful display advertisement campaign, or else your funds will be squandered on folks who will never lead to a conversion.
By using Google ads demographic targeting, you may be able to connect with particular consumer segments who may be defined by age, gender, parental status, or family income range. For instance, if you own a gym exclusively for women, demographic targeting can prevent male viewers from seeing your advertisements.
Rich media advertisements are now being used by digital marketers to reach out to people who use both desktop computers and cell phones. The Google Display Network presents alternate targeting techniques for you to play around with to locate what is most successful for your promotions.
Conclusion
Marketers still struggle to assign an outcome to display advertising, particularly in terms of attribution. Many marketers remain concentrated on evaluating the direct response from display ads, yet don’t assess the strength of higher-level funnel display ads.
Why are we gauging click-throughs as opposed to looking at visible impressions if we’re trying to boost brand recognition and very few people bother to click any of the ads? It is really hard to tell how effective display activity is (other than retargeting), which makes it hard to advocate for further spending on display network campaigns compared to similar search network activities.
I am convinced that show acts can be effective for any business; the main thing is to establish relevant criteria for measuring success. By following the advice in this post to improve the documentation of your display network’s accomplishments, you can create data that captures the benefits it provides to your company, and this will create meaningful findings which can help you with subsequent media expenditures.
