A Beginners Guide to Google Display Ads
Google Display Ads: There has been a lot of development when it comes to the practices involving display advertising.
Changes are as diverse as the change from the use of static images to the creation of some of the biggest brands dealing with online marketing. The industry encompasses media ads, videos, as well as a lot of technology.
During the production of display advertising, there are a number of external services that one has to be in agreement with, to ensure no problems arise during creation and publication.
Guidelines have to be available whenever advertising networks are dealing with external factors.
They should remain informed of the emergent display advertising practices, the achieving process as well as how to attract an audience and build your click-through rate.
General Google Display Ads Best Practices
The internet advertising bureau (IAB), in conjunction with ad networks, have sought to come up with display ad practices that they deem best.
Some of those practices are noted below and are sometimes used by ad networks and publishing networks as well
Google Display Ads #1: Border Requirements
It has been stated that display ads ought to be distinguishable from the normal webpage content as per the display ad guidelines provided by IAB.
Emphasis is also directed to the fact that the ad is to contain clearly outlined borders to prevent the ads’ confusion with normal web content.
These are guidelines that are used by ad networks as well to allow for quick approval. The guidelines are easily met by including a border on the ad, preventing the ad from blending to the background and incorporating creativity while meeting set guidelines.
Google Display Ads #2: Avoid Computer Simulations
Such tend to cause confusion among users. Discouraging fake sounds as well as fake computer simulation minimizes the number of malicious advertisers thereby protecting the reputation of the brand.
Google Display Ads #3: Genuine Interactivity
These seem to be gaining popularity among online advertisers community. Genuine interactivity is a must if one wants the inclusion of advanced features in the display ad. Interactivity should not be included with a view to improving the click-through rate.
Google Display Ads #4: Animation Length
Take note of the networks and publishers you are using and ensure they are compliant with necessary regulations.
For animated banner ads, some networks make use of max loops with the IAB limiting the animation length to no more than 15 seconds.
Google Display Ads #5: Fallback Images
These are used by a number of networks. They are basically static or .gif versions of the display advertisements that are being used.
They are functional in cases where the advertisement is on most likely older screens. This is a common feature in Bannerflow.
Best Practices To Increase CTR and Conversions
These are general guidelines that are predicted to help with the improvements needed to run better display advertising campaigns.
Customization is mostly used to ensure marketers and advertisers are able to be relevant to a user through use of display advertising. A section of the advertising allocation should be set aside for general networks.
The largest allocation should be set aside for the networks that bring in the most customers. The ad should appeal to the target market.
These are advertising campaigns that have proved their worth. Retargeting can generally be defined as targeting display ads directly to customers who’ve been visitors to a site but were not converted.
Such ads will also possess high-click-through rates as well as they aim at those who have shown previous interest.
Dynamic Content And Feeded Ads
Use dynamic content display ads to push relevance and personalization to a higher level. Web feeds are often used by dynamic content ads to provide updating data to the display ads.
This technique ensures that the display ads are current and relevant. It is especially useful in product inventory, currency exchange as well as holiday sales.
Copy And Call To Action
The display ad copy should be short and attractive. Viewers should be attracted enough to click-through. This can be further enhanced by using a call-to-action button. It will attract visitors and encourage them to click-through.
Google Display Ads Features You Should Make Use Of
There has been the recent release of new features by Google for AdWords. The features offer paid advertisers an opportunity to improve their campaigns.
The products or their updates have benefits that are able to improve the performance of the campaigns in various ways. Below are some of the features one should take advantage of.
Google Display Ads Features: Device Adjustments
Google has recently allowed the separate bidding on the different devices. This has benefited advertisers who have faced challenges while trying to optimise the multiple device bids.
Google had previously attempted to do this earlier but had combined desktops and tablets.
This means that how the ads performed on one device such as a tablet, affected the ability to modify bids for performance improvement without affecting the bids on the desktop.
Advertisers are now allowed to have separate bids as well as choose an anchor bid. The tablet/desktop had previously picked on the anchor bid forcing one to adjust mobile bids, when one sought to make adjustments.
Three devices can now be selected as anchors and changes made to the other two devices as deemed necessary. This largely benefits organisations inclined towards mobile device experience.
Google Display Ads Features: Expanded Text Ads
Google in recent times has also announced the release of expanded ads. The ads will allow the creation of long, double headline, 80 character description as well as the inclusion of two additional paths to the display URL. All advertisers are now able to access expanded text ads.
Standard texts are yet to be gotten rid of but google does not permit the creation of new standard text ads as it ushers all toward the expanded formats.
Google Display Ads Features: Demographic Targeting
The Demographics for search ads has been released by Google to allow the targeting of certain demographics by google.
Its functioning is somewhat similar to location and remarketing targeting. It allows advertisers to improve on their ability to adjust targeting depending on age and gender.
The targeting allows advertisers to direct their ads towards certain groupings from which the company tends to find most of its customers.
It allows for expenditure to be utilized on those who provide the higher chance of purchasing the product or service.
Google Display Ads Features: Price Extensions
Extensions for all devices will be made available as per the announcement from Google.
The price extensions would well suit particular businesses that provide more than one service offering since you are able to isolate each one while receiving a price as well as a summary description and have them on different landing pages.
Google Display Ads Features: Campaign-Level Audience Targeting
Google has added a feature that will prove quite the time-saving update when used by advertisers.
This was done when there was the release of an option to apply remarketing lists for search ads at campaign levels. Previously advertisers had to apply RLSA which proved time-consuming.
This makes for simpler measuring, performance optimization and streamlining. It is expected that the features will improve the performance of campaigns in accordance with their specific uses.
These were the standout features of the best Google display ads of 2018. Therefore, if you want to improve your ads performance online, it is worth implementing them to optimize your campaign.