What is Display Advertising and How The Google Display Network Works

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The Google Display Network can help you reach people with targeted Display ads while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.

How the Google Display Network works

The Google Display Network is designed to help you find the right audience. Its targeting options let you strategically show your message to potential customers at the right place and the right time. Here are some examples of how you can approach targeting with Display ads:

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.

What is Display Advertising?

Display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made from text-based, image or video advertisements that encourage the user to click-through to a landing page and take action (e.g. make a purchase).
Display advertising refers to the process of advertising a product or service through visuals like images and videos on networks of publisher websites like the Google Display Network and Facebook etc.
Display ads are placed on relevant third-party websites in the form of banner, image, and text ads. Display advertising is just about a blanket term that includes every visual ad placed on a website, however, it can be divided into three basic categories:

1. Site placement advertising: In this type of display advertising, the advertiser/marketer chooses the website they would like to run their display ads on.
2. Contextual advertising: In this type of display advertising, networks place ads on relevant websites, for example showing an ad for dog food on a pet adoption website.
3. Remarketing: Remarketing display ads appear in front of users who have been on your website or post-click landing page but have left without completing the relevant conversion goal.

Are There Other Forms of Display Ads?

The short answer is yes! Your display campaigns can come in several shapes and sizes, which include the following:

Banner Ads: One of the oldest and traditional forms of advertising, banner ads usually appear at the top of websites in a “banner” format. Here’s an example from Amazon Prime.

Interstitial Ads: These ads appear as web pages that are served to users before they are directed to the original page they requested. In the example below, you can see how this appears before accessing a web page or app on a mobile device.

Rich Media: These ads include interactive elements, such as video, audio and clickable elements. The example below shows an ad from DemandGen that includes an opt-in form right within the ad itself.

Video Ads: The YouTube advertising platform, as well as social networks like Instagram and Facebook, have opened a whole new avenue for marketers. Video ads allow you to reach your audience and connect with them on a personal level, and are well worth investing in.

What Are The Benefits and Downsides to Display Advertising?

As is the case with all marketing activities, display campaigns can come with their own pros and cons. Before we get into some actionable and in-depth advice on the way to apply display ads to your business, let’s check out their benefits and drawbacks .

First, the pros:

Diversity: Display ads come in many shapes and sizes. And as you’ve seen above, they can be presented in a number of formats, too. This means you can choose a style and advertising format that will help you achieve your goals.
Reach: Thanks for the Google Display Network (GDN), you can access millions of sites straight from your Google Ads account.
Targeting: Because of GDN’s extensive reach, you can also target the right audience by placing your ads on the right websites. This includes demographic and geo-targeting, along with specific interests of your target audience.
Measurable: Clicks, impressions and conversions can all be tracked from Google Ads, as well as Google Analytics for more granular performance and engagement tracking.

the cons:

Banner Blindness: due to the prolific nature of display ads, many users have come to ignore them completely. this means a lower click-through rate. However, this can be circumvented using remarketing and rich media ads. You’ll learn all about remarketing later in this guide.
Ad Blockers: along with this, ad blocker technology has risen in popularity over the last few years. Many brands and media outlets have tried to bypass this, however, by giving users the option of allowing ads or purchasing a subscription.
Despite these small downsides, display advertising still works – especially when you do it right.

Here, we’ll run through several techniques and tips to ensure you get the most out of your ad efforts while generating a positive (and lucrative) ROI.

1. Display Ad Strategy & the Sales Funnel

Like all digital marketing strategies, display advertising starts with goal setting. Display ads are no different, but this point the advantages are slightly different.

According to Display Benchmarks Tool, the average CTR of display ads across all formats and placements is 0.06%. However, Retargeter set up a retargeting campaign that generated an ROI of 486%.

Therefore, your strategy will ultimately depend upon your goals. Some possible display ad goals include:

Building brand and top-of-mind awareness
Generating leads by offering a lead magnet
Attracting abandoned users/customers through retargeting
Nurturing leads through the buying process

According to Techwyse, display ads are best when serving three specific purposes:

Ads


In other words, display ads should be wont to build or maintain brand awareness, and foster loyalty.

Remember, the average CTR for display ads is 0.06%. like all marketing channels, it’s worth testing – especially if you’re building out a strong programme marketing strategy. But it’s important to appear at the info .

Another thing to consider is how your display ads will work in tandem with your SEM funnel and PPC campaigns. for example, you might find that targeting users who don’t take action after visiting a PPC landing page can increase the overall ROI of that campaign.

Your goals are the first part of a well-documented strategy. Ensure you’re defining why you’re running ads, what you hope to achieve, and the metrics you’re measuring (which you’ll learn more about later).

2. Re-Capture Lost Business Opportunities with Remarketing

Remarketing (or retargeting) is a method of serving ads to users who have already visited your website. This (fairly) recent technology is large , because it allows you to serve relevant ads to users based on the content they viewed on your website.

Let’s look at an example. Let’s say you run an e-commerce site, and a user browsed several products under a single category. With this data, you know that they’re somewhat interested in one (or all) of these products.

With remarketing, you can serve ads specific to these interests across the Google Display Network. How does it work? thanks to the power of javascript and cookies.

Let’s run through a quick beginners guide to remarketing with Google Ads. While your remarketing ads will be run from the Google Ads platform, you’ll need to create your audiences in Google Analytics. to do this, head to your Admin area and, under “Property,” select Audience Definitions > Audiences.

In the next section, make sure you enable remarketing and select the relevant Google Analytics view under “Audience destinations.” Once done, you’ll be able to create new audiences:

Analysis

Click the “+New Audience” button. Here, you can create audiences based on attributes such as the pages they visited:

Definition

Once you’ve created the audience, you’ll be able to access it and serve ads to these users in Google Ads:

Audience list

Here are three practical tips in touch in mind when running remarketing campaigns:

Start with your highest performing pages and products: depending on the number of pages or products you have, remarketing may quickly become overwhelming. Therefore, start with your highest performing pages and best-selling products.
Serve existing customers: Your existing customers are easier to convert than new prospects. They have already got established trust with your brand, so use remarketing as a chance to cross-sell and upsell your products and services to them.
Experiment with new elements: Don’t run ads just to set-and-forget them. Experiment with new copy, imagery and calls-to-action to improve results. Test only one element at a time to make sure you know what’s affecting a change in results.


The key to remarketing is getting the most out of the audience and assets you already have access to. check out your analytics and identify your top performing products and pages. Serve your users with that content in order to get more conversions.

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