Here are few numbers when it comes to display campaigns in Adwords (If you don’t know them already):
The Google Display Network accounts for 20% of all Adwords traffic, and reaches 92% of all Internet users in the US.
The number of sites that part of Google Display network: over 1 million!
Google display campaigns reach 90% of global internet users.
These numbers are few of the many performance statistics about Google display network and campaigns. These numbers prove that Google display campaigns happen to be wonderful medium for achieving your marketing objectives.
So what are Google display campaigns?
Google display campaigns show your ads on the sites that are part of Google display networks. These campaigns allow us to target the users based on multiple targeting methods (more on this later). Display campaigns largely use static images or visual banners as the advertisements. These banners are same in look and feel as the banners used in traditional marketing but Google display campaigns allows us to show them multiple sizes, on websites that are most relevant to our targeting and also with multiple messaging.
Following is checklist to get best possible outcome from your display campaigns.
1. Map the Marketing Objectives
It is important to be very clear about what marketing objectives you wish to achieve by running certain type of campaign. It is true not just in case of display campaigns but ultimately when it comes to Adwords. As we are speaking about the display campaigns, let’s focus on display campaigns only.
Display campaigns by its nature reach to maximum number of internet users, thanks to the massive reach of Google display network. This happens to be one of the crucial factors when you decide to run a display campaign to maximize the reach. The reach could be number of users who saw your display advertisement or number of users who clicked on your display advertisement. When your marketing objective is to maximize awareness about your brand, Google display campaigns happen to be a good choice.
Google display campaigns can also be used to create awareness about your special promotion or new product launch. Such marketing campaigns are time sensitive and require the message to reach to most target audience in shortest possible time. Yes, you guessed it right, Google display campaign is the correct answer.
Display campaigns, when used smartly can achieve excellent conversion rate.
2. The Types of Display Ads
When it comes to launching a display campaign it is also important to decide what type of display ads you wish to run. What? You thought there was only one type? Nope. So choose from below:
- Image ads
- HTML 5 ads
- Display ads (animated)
- Native ads
- Flash ads
- Responsive ads
- Text ads
Wait, text ads? On display network? Yes, you read it right. You can also run text ads on display network and for most of advertisers it has shown great results.
Bottom line, you have many ad formats to choose from when it comes to display campaigns. This is a great option when it comes to experimenting with multiple ad formats and see which one performs the best. Also few of the ad formats vary in the way they appear on websites, e.g. animated and static, responsive and non responsive, text rich or plain image and much more. This opportunity to test multiple formats is great way to optimize the display campaigns as compared to text ads which do not allow you so many variations.
3. Image Sizes
The image advertisements happen to be the simplest of display ads but with variety of sizes. These variations of sizes also give advertisers scope to experiment and see which one or more perform the best.
Below is the list of sizes for banner / image ads allowed as per Google policies.
Majority of advertisers have experienced that only few of these ad formats result in majority of conversions but you can run all or few of these sizes depending on your marketing objectives.
What good is a creative rich banner, if it is not seen by a target customer? While it is important to use mixture of right messaging and rich and creative usage of constituent images to make a banner ad, it is equally important to fine tune your targeting in display campaign so for an improved conversion rate.
Google display network gives you following options for targeting your customer audience:
Topic: Topic targeting lets you place your Adwords ads on website pages about those topics, whether it's agriculture, music, or something else entirely. For instance, by targeting the "Autos & Vehicles" topic, for instance, you enable your ad to appear on any Google Display Network website or other placement that includes content about cars or other automotive themes
Topic targeting although shows your ads on topics related to your business, it may not yield conversion rate you expect.
Affinity audience: These audiences were built for businesses currently running a TV ad who would like to extend the reach of a TV campaign to an online context for an efficient price.
In-market audiences: These audiences are built to find customers who are in the market, which are researching products and are actively considering buying a service or product like those you offer. In-market audience is most likely to visit your website and make a purchase. This means the in-market audience target is what you should use in your display campaign when you are looking for a better conversion rate.
The gold mine of display campaigns! By definition, remarketing is to market your product / services to a customer who has already interacted with your website in one way or other. Remarketing has proven itself to show better results compared to a normal display campaign.
Remarketing campaigns allow you to target customers based on their buying behavior and their behavior on your business website. E.g. you could target a customer who has visited a certain webpage of your website but hasn’t completed a purchase. For ecommerce sites, a classic example of such audience is the shopping cart abandoners.
Display campaign allow you to target such audience with advertisements with special offers or discounts to attract them back to your website and complete the purchase they left incomplete in their earlier visit.
Just like search campaigns, you can also optimize the display campaigns to improve the performance. As part of regular optimization you can check under placement tabs under display network and see which sites is your display ads shown on. If you find some sites are spending more and giving no returns, you can exclude such sites at ad group or campaign level depending on your campaign structure.
Also you have bid management available for target audience you select. If you are running multiple ad-groups with multiple target audience you can adjust the bids as per their performance.
As mentioned earlier, you can optimize basis the sizes of the banner ads or type of the display ads.
When we started this post, we mentioned why Google display network and hence display campaigns are so powerful and now you know why. Google display network campaigns give you flexibility to run campaigns fit for your marketing goals, allow you to experiment with multiple types and sizes of ads and give you wide range of targeting options including the most sophisticated as remarketing. So, what are you waiting for, launch that display campaign already!