Your Guide to Mastering Google Display Network

By Terrance G Kern on November 8, 2018

Google AdWords are divided into Display Network and the Search Network. If you intend to advertise on the Search Network, you will have to put text ads on Search Engine results. However, you will put display ads online on a vast network of sites if your intention is advertising on the Display Network. Below are 7 tips for mastering Google Display Networks and 3 mistakes you should avoid.

 

  • Create Simple And Visual Ads

Did you know that plain text ads take up 67.5 percent of all ads on display networks? Being that text ads have lower CTR than image ads, this is shocking. While it is important to have text ads on display campaigns, image ads play a vital role. A good ad is one that’s simple, easy to read, and visual. Image ads work best for industries that are visual and naturally appealing like travel in which a destination typically sells itself. B2B companies too see the success of image ads. If you do not have a bandwidth that’s enough to create visual ads or outsourcing is quite costly, Google’s display ad builder cam be of much help.

 

  • Take advantage of Remarketing

Remarketing is basically using cookies on your previous visitors in order to follow such visitors with ads to other sites they will visit. While this might sound quite creepy, it magically works since the people you will be remarketing to will have shown some sincere interest in your business by previously visiting your site.

Remarketing is meant to keep previous visitors engaged, your CPA’s will also stay relatively lower and this is essentially free advertising.

 

  • Be Guided By Your Budget

Because display is a vast space that reaches more than 90% of the United States every day, you ought to be extra-careful when settling on your budget. It is recommendable that you start out with small amounts you are comfortable to test with. In case you have a big list of managed placements, it will be better if you allocate more budget on the campaign and distinguish different placements on their separate ad groups to enable you to put more money in ad groups with placements that provide highest returns.

Upon getting an ad group or campaign that runs successfully and provides good returns, you should proceed to feed it with more money.

  • Use Managed Placements

Managed placements refers to a targeting approach that gives you control over where your ads are placed. By using methods such as topic or interests targeting, Google will make decisions for you and guess the most relevant sites. Managed placements will enable you to choose sites you intend to display ads on. One of the best methods to use on clients who are new to your display network is start granular, note about 5 to 10 domains which are appropriate to the product/service and commence serving ads up first on the precise placements. In case your volume is inadequate, you then should expand to reglated sites. To know relevant sites, you can dig into your Google Analytics’ top referral sites.

 

  • Give Display Campaigns Ads Much Attention As You Give Search

 

Anyone who runs successful search campaigns will most likely tell you that monitoring and adjusting an account is crucial for continued success. To see the placement of display ads, navigate through AdWords’ “Display Network” tab and select the display campaign on the campaign tree. After this, choose “placements.” In case you intend to omit a particular site, select it and change it to “Excluded” using the dropdown.

 

  • Create Ads in Each Format Available

 

While creating each format might seem like a waste of resources and time, having ads in each format is important since some websites only support a single format. Some placements only support text ads should you be the only advertiser with a particular format, you might end up getting more exposure at a discount. You thus better include many text ads and make a decision later on.

Utilize both text and image, but ensure you split them into different groups. People opt for image ads since they resonate with them, and tend to tell more of a story. On the other hand, text ads get displayed often.

After investigating the placements, it is important you monitor and track your campaign to make changes and improve your return. Your tracking should be consistent since Google is not steady with their algorithm and you could for a long time be showing on site and suddenly lose the placement because of an algorithm update. For branding, put focus on impressions and skills. If your goals are sales oriented, view-through conversions should be your main focus.

 

  • Set Up a Budget for Testing

 

Since the display network is vast, your reach will be endless. Google continually releases new features and targeting approaches to reach people. This means if you fail to test some of those options, you might end up losing a big number of potential customers. After hitting your primary goal, set some extra cash for testing (1—20% of your budget).

Create distinctive ad groups for contextual targeting, topics, managed placements, and interests. Since you might barely know what works and what fails, you will need to try figuring out.

Google Display Network Mistakes you should avoid

 

  • Do not over-layer

 

Over layering methods such as keywords, topics, placements, interests, and so on might be tempting, thinking that it will reduce unqualified clicks and impressions. However, over-layering can in a big way decrease reach, impact on results negatively, and cause trouble in tracking the methods that are working, and those that do not.  

 

  • Avoid Utilizing Display Select

 

Display select typically directs Google to use the bigger part of your set budget on the search and the remaining on display. While Display select could have been marketed as a great solution, it is not all it turns to be. Keep display and search campaigns separate.

 

  • Do Not Allow Mobile Games to Eat Your Budget

 

Most mobile games are played by toddlers. Kids use their parent’s phones to play application games, where ads could, unfortunately, be displayed on the Display Network. Clicking those fast moving games, they could click ads accidentally, which could cost you a lot. These clicks are worthless, and you thus need to be careful when investing on the same.

Start now!

Now that you know much about Display network, use it to expand your reach. Your audience is readily waiting for you to market to it, and when Google Display is done right, it can be your ocean.

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