What Is Google Ads Display Advertising?
Google Ads display advertising allows businesses to place ads on websites across the web. These ads can be targeted to people who are interested in what you’re selling, as they are browsing websites that match your target audience.
However, with all of the targeting options available today – including Demographics, Interests & Remarketing Lists, and Placement Targeting – the Display Network is a great option for advertisers who have been priced out of advertising using search ads.
If you’re already advertising on the search network then it is recommended to test a display campaign using some of the tips presented in this article to determine if the display network can deliver results for your business alongside your existing search network campaigns.
What Are The Benefits Of Using Google Ads Display Advertising?
When advertising a business online,
Google Ads is one of the most powerful tools out there. What makes it so great? Below are a few of the advantages that businesses enjoy on Google’s paid marketing platform:
Advertising with Google gives you access to some pretty substantial benefits:
- You can reach a large audience with your ads- over two million websites and apps are part of the Google Display Network
- Your ads can be targeted to specific demographics, interests, and even locations
- You only pay for your ad when someone clicks on it- this is known as pay-per-click (PPC) advertising
- Google Ads provides extensive reporting so you can track the performance of your ad campaigns
How Do Google Ads Display Advertising Work?
Google Ads Display Advertising is a form of online advertising that uses the Google Ads platform. It allows businesses to create and manage ads, as well as track their performance, via the Google Ads dashboard.
There are two main types of Google Ads: the Search Network and
Display Network. The Search Network includes search engines like Google.com and YouTube, while the Display Network encompasses websites across the web that have partnered with Google to show ads.
In short, how it works is that businesses create an ad, choose keywords or topics related to their business, set a budget they’re comfortable with, and then let Google run its auction system to place those ads in front of relevant users. Costs are not determined just by bid price – the quality and relevancy of ads also play a role in how much companies pay for them.
What Are Some Tips for Creating Effective Display Ads?
When you’re creating a display ad, it’s important to follow some best practices. For example, make sure your
call to action (CTA) is clear and easy to see, and that the visuals in your ad match those on your landing page. You may also want to test out different versions of your landing page if you’re not getting many conversions from your ads.
Email remains one of the quickest and most effective ways to communicate with customers, so don’t forget about it when creating your display ads! Make sure you include a strong CTA in your email campaigns as well.
How Can You Target Your Audience With Google Ads Display Advertising?
When you’re creating a campaign in Google Ads, you’ll first need to decide on your targeting method. You can target people based on demographics, search terms, website URLs and topics, interests and behaviours.
For example, if you’re a pet store, you might want to target people based on their age and gender. If you sell cars, you might want to target people who have searched for “buy a car” in the past month. And if you own a website that sells wedding dresses, you might want to target people who have visited your website before.
You can also use keyword targeting to reach a specific audience, or placement targeting to run your ads on specific websites. Placement targeting is useful if you know which websites your customers are likely to visit.
What Are Some Best Practices For Designing Your Display Ads?
When creating your display ad, it’s important to keep in mind a few best practices. First, make sure your ad is unique and identifies your goal. You may want to try different versions of your landing page to improve outcomes. Additionally, be sure to follow best practices for writing headlines and ad copy. Headlines should be catchy and concise, while ad copy should be persuasive and informative. Finally, test your ads before launching them to ensure they are effective.
How Can You Track The Performance Of Your Google Ads Display Advertising Campaigns?
Google Ads enables businesses to track the performance of their ad campaigns. This means businesses can track the number of users that view and click their ad. Google Ads also allows businesses to track the number of users that take the desired action after viewing their website. For example, if you are a business selling shoes online, you would want to know how many people clicked on your ad and then actually made a purchase on your site.
According to Google’s Economic Impact report, businesses make an average of $2 for every dollar spent on Google Ads. So, if you’re not already using this tool as part of your online marketing strategy, it’s time to start!
However, that isn’t always true for every industry. The best way to discover if Google Ads will be profitable for your business is to give it a try. See how many people click on your ads and take the desired action after visiting your website–you might be surprised at how successful this marketing strategy can be!
What Are Some Common Mistakes To Avoid With Google Ads Display Advertising?
When you’re running a Display Advertising campaign, it’s important to avoid making some common mistakes.
One mistake is not targeting your ads correctly. If you’re not targeting your ads correctly, you may be wasting money on clicks from people who aren’t interested in what you have to offer.
Another mistake is not using enough keywords. When you target your ads using specific keywords, you can make sure that only people who are interested in what you have to offer will see them.
A third mistake is not creating enough ad variations. If all of your ads look the same, people may get bored and stop clicking on them. Try creating different versions of each ad so that people will see something new every time they click on one of your ads.
Why Use Google Ads Display Advertising?
You should be utilizing it simply because Google estimates that its display network covers more than 90% of all internet users. The Google Display Network is a potentially valuable platform for advertisers because of its flexibility in segmenting and targeting consumers in a variety of ways, not only because of the network’s outstanding reach.
Different Types Of Display Advertising
Many people believe that the Display Network only lets you choose to show picture adverts, however, this is a common fallacy. In reality, you may advertise on the Google Display Network in a range of sizes and styles using text advertisements, static and animated picture ads, rich media, and video ads.
- Text Ads – the text adverts that are displayed are identical to those on the search network. Text ads, which have two lines of text plus a title, let advertisers experiment with different copies to see which one gets the most hits.
- Image Ads – a static image that would take up the entirety of the website’s ad block. In picture adverts, you can personalize the graphics, designs, and background colours.
- Rich media Ads – incorporate interactive components, animations, or other features that alter based on the viewer’s interaction with the advertisement. a rotating display of goods, as an illustration.
- Video Ads – becoming more well-known now that YouTube is a part of the Display Network. You may now post your adverts next to YouTube videos using Google Ads Display Advertising.
Display Advert Sizes
The Google Display Network offers more than 20 distinct ad block sizes. If you want your advertisements to appear on a range of websites regardless of ad block size, it is best practice to create display advertising in several sizes. Each website that joins up to display Google ads (also known as Google AdSense) will select the ad block that best matches its website layout.
You must design advertising to fit each of the various ad blocks mentioned above. If you don’t do this, your visibility on the display network will be limited, and certain websites won’t show your advertisements since they can’t support all types of ad formats.
Although they will appear less frequently, image or rich media ads should have a click-through rate that is around twice that of text ads. You must outbid the aggregate maximum CPC of the text ads sharing the block to display an image in that position because Google can accommodate more than one text ad into a single block but only one image ad into the same space.
If you don’t have the resources to produce picture advertising, you may use Google’s Display Ad Builder. Just make sure that each of your ads has a clear call-to-action or branding message and is designed to match the style of your website. For instance, the words “click here” or “purchase now” are in bold on the advertisement. Businesses frequently use CTAs in the form of buttons.
Targeting The Google Display Network
You can use the display network’s target audiences to focus your advertising on customers who are more likely to be interested in your goods or services. This can be done by using:
1. Placement targeting
Placement targeting refers to the choice of which websites you want to be displayed on, providing you with the maximum control over your Google Display Network appearances. This works well for targeting a certain demographic and gives marketers the chance to find websites that cater to niche interests that closely match their intended market.
Therefore, you should advertise on them if there are any sector-specific websites and forums that you believe are pertinent to your business and that people would be likely to visit if they were interested in your services. Find websites that will display Google Display Network ads that are similar to the websites you would ideally like to appear on by using the Google Ads Display Planner.
2. Contextual targeting
This sort of targeting is the most popular since it makes use of keywords associated with the goods and services you provide. For Google to optimize your display advertisements so that they show up on websites connected to the keywords you’ve provided, you must first construct a keyword list.
As with a search network campaign, you shouldn’t create a list of potential search terms; instead, you should write a list of 5–20 words or brief phrases that are linked to the topic of your ads.
You’ll need to monitor the list of websites where you appear and adjust your keyword list as necessary. This can be kept track of by reviewing the information offered in Google Ads ‘Placements’ tab, as the screenshot below shows:
3. Topic targeting
Your advertising will only appear on pages that are related to the topic you choose from a list of page topics by using topic targeting.
The drawback is that you can’t delve too deeply into many of the subjects, increasing the likelihood that your ads would show up on unrelated websites. For instance, a topic could be as broad as “human resources,” yet your advertisement can be heavily focused on hiring recent graduates.
In light of this, I usually advise combining topical targeting with another targeting technique to make sure your advertising is precisely focused and hence pertinent to the audience you want to reach.
4. Interest targeting
Advertisers have access to a list of interest categories that is comparable to a list of topics, but this type of targeting is substantially different from targeting by topic. The user may be looking at anything when your ad displays (assuming they’re on a website within the Google Display Network), as interest targeting enables advertisers to target the user rather than the page content.
Every time a user visits a page within Google’s advertising network, Google can store cookies on that user’s computer. The name for them is “DoubleClick cookies.” Advertisers won’t be able to examine data at a single user level, and Google won’t save information about who these visitors are.
However, individuals will be added to a list of persons that Google considers to be “interested” in that category if they frequently browse pages about that category (Interest). Similar to the sample below, “My Account” allows you to access the data Google holds on you, however, this is still quite ambiguous.
5. Remarketing
You can use remarketing to place cookies on website users’ computers after they view certain pages. When those visitors visit websites on the Google Display Network, Google will then show them advertising that is tailored particularly to them.
Remarketing targeting can be quite simple, allowing you to display adverts to everyone who has visited your website, or it can be highly sophisticated. For instance, Google will let you limit the audience for your advertising to those who have watched a video on your homepage or spent a specific amount of time on your website. The more remarketing lists you can create, the more strategically you can use the display network to target your audience.
In the past few years, Google has released tools like Google Customer Match, which enables users to upload and target consumers by uploading email lists to Google Ads. Google is constantly extending the remarketing options available to marketers.
Combining Different Targeting Methods
The most successful use of Google Ads displays advertising involves a mix of targeting strategies. Only those who fit both of the targeting requirements will see the advertiser’s adverts if they use multiple targeting methods on an ad group.
Combining one or more targeting strategies will minimize the number of possible ad impressions while still producing ad groups that are highly targeted. These types of ad groups can be used to replicate your highly trafficked ad groups, but with more precise targeting.
You could, for instance, combine topical and interest-based targeting. When a user accesses a website on the advertiser’s chosen issue and they fall under the same interest category, it is clear that they often read that content. In comparison to either subjects or interest groups alone, this combination increases the advertiser’s chances of attracting the correct kind of visitor.
Optimising Your Display Campaigns
You should routinely evaluate the automatic placements report and add high-performing placements to managed placement campaigns when optimizing display ads. Any irrelevant or underperforming websites should be added as “negative placements” in your automatic placement campaign.
There are many other tactics you could use to continually enhance the performance of your display network campaigns, but if you’re just getting started and want to closely monitor performance on particular websites, paying regular attention to your placement report is where you should concentrate your efforts.
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