Google Display reaches 90 percent of Internet users across the globe. It is the largest display ad network in the world and comprised of over 2 million websites. If done right, it can be the tidal wave of traffic you’ve dreamed about. The publisher doesn’t know which ads will appear on his website, but he trusts Google to screen and manage the advertisers. As a result, he avoids having to spend time looking for advertisers and managing clients on a one-to-one basis.

Almost 90 percent of all internet users worldwide, including 89 percent of smartphone users in the US, interact with the Google Display network. Given its reach, it offers an effective platform to connect with the maximum number of potential customers at minimal cost to the companies looking to increase profits from advertising dollars. It allows a company to market itself with display ads on a range of websites and increase its visibility among consumers unfamiliar with it.

Follow these seven advertising strategies to increase your Returns On your Investment (ROI) using Google Display ads:

 

1. Always separate mobile and desktop campaigns

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Mobile users and desktop users have different intentions and frame of mind while browsing on their devices. This means your strategy for one may not work for the other.

Keep in mind that mobile devices usually have less space for ads, so it is critical to design them respectively. You may check the Quality Score of your ads as well as the estimated first-page bids. By this, you know where your ads will appear on the screen.

Learn where you better turn off mobile targeting. This is specifically helpful if you do not want your ads to appear on mobile apps or if your campaign is explicitly targeting desktop users.

 

2. Select a range of formats for your Ads

An essential advantage of advertising on the Google Display is the ability to incorporate visual content into your marketing elements. Available ad formats include:

Although image ads have a higher click-through rate than text ads, roughly 68percent of ads remain text-based. Text ads have the higher hand compared to image ads, but both have their benefits. Consider creating both image and text ads. In this case, you can market your company on websites that support only one format, and ensure that the format of your ad will resonate with your target audience.

Companies with restricted resources available to create visual ads can use Google’s Display ad builder to generate display ads in a variety of formats. You have the flexibility to control cost, aesthetics, and messaging by choosing the size of your ad banners.

 

3. Create the right Ad by keyword targeting

 

 

 

 

 

 

 

 

 

 

 

Make your campaign more profitable by using keyword exclusion lists. Check the list of keywords that are not profitable and exclude them so your ads won’t show there anymore. Focus on your target visitors no matter what niche your business is in and no matter what your product is by combining placement and keyword targeting.

Every page on all of the two-million-plus websites within the Google Display has been identified by Google to have a central “theme.” You use keywords in your display campaigns to tell Google which themes to search for. Then it finds the pages to match your chosen keyword themes. Google matches the keywords in your display ad campaign to websites with high conversion rates that offer products and services complementary to yours. As a result, your ad appears on websites where consumers use to search for the items similar to the products and services you offer. This expands your pool of potential customers and increases your likelihood of conversion.

 

4. Target the right audience

One of the most significant decisions you will make while marketing your product is to determine whom exactly you’re marketing to. Which groups of people are most likely to produce value for your business? Most probably you are having a hard time figuring this out.

Boost the performance of your campaigns by targeting audiences that have a specific interest in your product even when they are just browsing websites, using apps, or watching videos that are related to your business. This is possible because Google knows to buy what and where online.

To maximize your ROI, you need to take advantage of remarketing strategies. On average, only 4 perecnt of your website traffic will directly result in a conversion for your business. Your main audience is the other 96 percent as they are more likely to convert in the future, considering that they have already shown interest in your website. By focusing your ads on these people, you can boost sales dramatically and add a lot of value to your business.

Use the Google Display targeting options. With this option, you can deliver your ads to consumers who have previously visited your website while browsing. This technique aims to maintain an awareness of your brand and product offerings in the minds of consumers after they’ve navigated away from your site. It allows you to tailor particular content for frequent visitors of your site as well as those who’ve purchased your goods or services.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

5. Behavioral targeting

What to do if you want to reach new customers? Don`t worry; Google Display has lots of tools to help you accomplish this as well. Google knows an enormous amount of information about its users, including their favorite sites, the videos they watch, the items they purchase, the types of emails they receive and many more. It combines this information to create a reasonably accurate profile of each user’s interests. With this targeting method, Google shows your ad to people they believe would have an interest in your business, regardless of the website they’re on. This strategy is called behavioral targeting, let`s discuss it more detailed:

Behavioral targeting enables you to target people in two ways:

–    Targeting based on each person’s behavior on your website. This includes both remarketing, which refers to their behavior on your site, as well as customer match (your knowledge of their email address).

–    Interest targeting, which refers to their behavior across the wider web. Google understands their overall interests, using either short- or long-term activity.

 

Interest targeting

There are primary types of interest targeting you can start with:

–    Affinity targeting. There you target people based on their long-term behavior over many months. It considers the types of websites they have been to and searches they have done.

–    In-market targeting. Unlike affinity targeting, this targets people based on their online behavior over just the last one to two weeks. It includes searches they have performed, the websites they have visited and even emails they have received. Google collects data on user browsing history and search behavior and identifies those users likely to be interested in your business. This group typically includes users actively searching for products and services similar to those you offer.

–    Demographic targeting. Google Display allows you to narrow the users receiving your ads to those within the demographic parameters you choose, such as gender, age, or parental status. If you use this filter, be careful not to over-restrict the reach of your ads and undermine its effectiveness.

–    Similar Audiences targeting. It lets you leverage your remarketing data to identify and attract new users to your website who have browsing histories and search behaviors that align with the users on your remarketing lists.

 

6. Leverage automation

A new form of ad offered by Google is the “responsive ad.” The responsive ads are especially helpful for generating more conversions for a lower overall cost. You create a single ad using a short headline, long headline, an image, and a smaller logo. Google will take this ad and display it all across the Google Display and all device types including in-app ads. This enables you to reach even more significant, more diverse audiences without having to create any additional ads or ad types. This versatility and pragmatism are not to be missed. Take advantage of these ads and leverage them to optimize your marketing strategy. Using this option, you can choose broad or narrow categories of sites on which to show your ads. The more specific and drilled-down a topic you select, the better your targeting will be.

In many respects, it can be nerve-racking to be asked to relinquish control of your marketing campaigns. After all, the freedom and power offered by internet advertising are one of its most appealing features.  Before you put this strategy aside, however, consider the following: Google’s automation systems are already helping you run your campaigns and in a lot of ways, responsible for running parts of them as well.

The next step of making Google’s automation work better for you is to enable automated targeting. Automated targeting can help you in expanding your audience beyond people who have already shown interest in your business by visiting your website. Originally, this option allows Google’s systems to analyze the usage of your Cost Per Acquisition (CPA) and make it work as efficiently as possible for you. It is precisely like the bidding system. The main benefits to doing this are that it raises your media efficiency and reduces time spent on campaign management on your part. Surely at least worth taking a look at.

 

7. Know where your Ads are performing the best and stick to those places

You must monitor the performance of your advertising campaign over time to accurately track its profitability. If your ROI has not improved as planned, examine different components of your campaign, such as targeting metrics to assess which has produced the best return. It`s also useful to review available Google Analytics reports to evaluate the impact of your ad on website traffic and conversion.

Use managed placement targeting. This function allows you to choose the websites that display your advertisements and ensures that they are relevant to your business. With this option, you list the web addresses of the websites where you want to advertise. If they are available, Google will show your ads there, and you can even target a specific area on a website. This is a great option if you want much control, but it dramatically limits your reach. You may also use the Display Planner Tool to estimate traffic and costs expected to be generated by a domain and to determine the ad formats a website supports.

 

Conclusion

The best way to reach your potential customers when they aren’t actively searching for your product is to take advantage of the massive Google Display. It is made up of each website that can display Google ads and allows you to reach an enormous audience on all sorts of different domains and interest levels.

The essential strategy is not to make your ad look like an ad. Stay away from designing advertisements that resemble banner ads from the old days. Instead, try to make your ads look like an article teaser with relevant images, a great headline, and a call to action. Most importantly, if you don’t want your ad to look like an ad then do not use buttons.

Use seven above mentioned strategies to your advantage, and you will be able to grow your business in new and exciting ways. Optimize your Google Display advertising strategies and watch the results roll in!

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