Google Display Network

Hot Tips to Master the Google Display Network

Google Display Network, which can at times be referred to as banner advertising can help with improvements relating to brand recognition, traffic acquisition, conversation improvement and in general bottom line improvement.

Display Ads play point guard on the paid search term. Search and display ads should be used together to ensure the highest ROI is received from the paid search campaigns.

Google Display Network can help with the driving of assisted conversions instead of helping with the generation of conversions independently.

Custom imagery provides brand lift. Brand searches, direct visits, search engine click-through rates and online/offline purchasing can all be improved by use of custom imagery on the display ads.

This is because people tend to prefer visual information over plain text.

Multiple Targeting Options As A Result Of Display Advertising Offers

 

Below are a number of targeting options that are offered by Google Display Network Campaigns.

Keyword/Contextual Targeting

 

Google Display Network

 

This is essentially based on matching appropriate sites on the display networks to the keywords you have opted to bid on.

Contextual targeting can be at times be viewed as the source of Google’s display ad product and the main cause for the negativity surrounding the display.

Demographics

 

It is helpful to target ads using demographics as dictated by the product or service. By making use of the Google Display Network (GDN), one can target in regard to age, gender or even parental status.

Topics

 

Targeting through topics can prove helpful with the expansion in reach and new clients. It allows the display of ads on sites that are somewhat associated with your product or service.

The sites are based on compilation by google into categories that can easily be targeted. The range is wide and there is always a group that relates to your business.

Interests

 

These are essentially categories that are grouped according to users’ usage. The users are grouped based on the services or products that they have displayed an interest in.

They give you those of the group that shows interest in things that align with your business. Demographic data is also provided in regard to the users.

Placements

 

Here one can select the sites that they prefer to add to the display campaign. It can also be done through addition of sites that have shown to be advantageous while you were carrying out initial targeting.

For beginners, google will provide ideas and information concerning ad formats that are available and the impressions received by a site within a week.

Remarketing

 

It has been said by many to be the most effective when it comes to targeting. It provides users with a reminder to revisit the sites to check out the products and services.

It is recommended that a remarketing account be an addition to all accounts so as to build on the visits received by the site.

Similar Users

 

Here Google will make profiles for the visitors in accordance to their interests, browsing behavior, demographics, interests etc. thereafter; there will be a search for others with similar profiles that will be exposed to the ad despite never accessing the site.

The success rate of this has shown to be significantly high as compared to the usual remarketing.

Separate vs. Layering Targeting

 

The targeting options can be used together or separately through layers. When separated, they can show market reaction to the types of targeting while isolating the audience to certain groups. The audience should not be specific to avoid impressions.

Cost Advantages of Google Display Network

 

There are two types of bidding strategies.

1. Cost per Click bidding. It is the most used form of bidding. It means that charges are based on the clicks given to ads.

They are based on a maximum bid setting (Max CPC) as the highest amount one is willing to pay for their bid to be placed. There will be discounting of that bid depending on real time auction to find out the CPC.

2. Cost per thousand impressions bidding (CPM). This means that charging will dependent on the impressions received by the ad on the display network.

Below are a checklist and the best practices to determine the best display advertising strategy.
Checklist:

a) Identify goals and anticipate the outcome.

b) Establish a target audience

c) Establish a budget

d) Design custom ads

e) Measure, adjust and optimize.

Best practices:

a) Establish a clear message.

b) Have a visible call to action

c) Include promotions.

d) Experiment with colors

e) Make easy to read ads incorporated with visuals.

f) Include brand name and URL

g) Include mobile ad sizes

Benefits of Google Display Network

 

Google Display Network

 

When advertising, one should always take note of visual appeal, location selection for maximum exposure and relevance to ensure a response.

These are the reasons for the growth in popularity when it comes to digital marketing. Display ads will encourage brand awareness through the increase of visibility.

Display ads can be defined as the paid advertisements that make an appearance to users on site pages in a manner similar to graphics.

Display ads differ from search engine marketing that makes an appearance on search engine results pages.

The display ads will make an appearance while one is surfing while PPC ads only make an appearance in the course of a search.

Display ads are at times referred to as banner ads but they tend to be small and appear on the side, top or center of a webpage.

The benefits of web ads are listed below.

They are Visually Appealing

 

This is because they are graphic and can be designed r styled. SEM (search engine marketing) ads are limited to text with character counts providing a limitation on how one can capture information and share quickly and effectively. Display ads allow the use of audio and visuals.

Support for Brand Awareness

 

This is made by the visuals present in display ads. PPC ads make the user click through the text on the ad to access the landing page that has more details. Display ads have the necessary information on the ad without forcing one to click the ad.

Effective Target With Display Ads

 

One should target the audience relevant to the business. One is able to make parameters for the ads, such as; the sites on which there’ll be an appearance, a demographic area or market. Targeted display ads allow for maximization of spend.

Increased Visibility

 

Display ads allow the appearance of the ad on sites that receive high traffic and have a relation to your ad. They ensure the ad is displayed to a relevant audience even if they do not search for it.

Provision of Data

 

Tools such as Google Analytics will allow measuring of marketing activities as well as performance tracking. This benefit will be further supported by display advertising platforms.

One is able to determine the frequency in which the ad has been clicked depending on the data provided. Tracking ensures that maximum result is received from the investment.

Supports Retargeting

 

One can have the ad showcased to those who have previously visited the site. It aims at those who’ve shown interest in the business as the interest could still be present.

These are the reasons why you should not miss out on using Google display ads. The advantages are numerous and critical for online success.