Advertisers have a lot of options when it comes to creating targeted display advertising campaigns. From making use of existing tools like the Google Display Network, to doing your own targeted ad buys, learn how you can integrate display advertising into your online marketing mix while maximizing budget and ROI.
The Google Display Network (GDN), which reaches more than 80% of unique Internet users around the world, including 92% of all Internet users in the U.S, has quickly become the world’s #1 advertising network.
Once known as the “poor cousin” of paid search and looked down upon as “secondary” by online advertisers, the Google Display Network has now reached maturity as a powerful way for businesses of all sizes to generate awareness for their brands, connect with their audiences, and ultimately increase their ROI.
Unfortunately, notwithstanding the massive inventory available, most advertisers fail with display marketing. Most of the time, online advertisers simply don’t know how to leverage the power of all the targeting options that the Google Display Network offers.
Here are three of the most common mistakes that inexperienced advertisers make when running a Google Display Network campaign. Just by avoiding these three common mistakes, you’re almost certain to turn around an under-performing display campaign.
Here it is, the capital sin of display advertising. Unfortunately, I see this often when auditing AdWords accounts, and it always makes me cringe. Remember, on the Google Display Network you are targeting people who are not actively searching for your products or services, and therefore your strategy must be completely different than the one you would use for Search, where users are actively searching for products, services, or information.
Mistake #2: Not Using All of the Targeting Methods Available
Google offers a lot of targeting options for display, and the task of targeting the right websites for your audience can be intimidating and extremely time consuming, to say the least. Don’t make this your excuse. Understand and test all of the targeting methods available, including keywords, placements, topics, interests, and remarketing. Then take it to the next level with “flexible reach”, where the real magic of display targeting comes into play. (Don’t know what “flexible reach” is? Give us a call today.)
Mistake #3: Not Using a Variety of Banner Sizes
In order to get as much exposure as possible, it’s important to make sure that you have a large variety of banner sizes and types being used in your Google Display Network campaigns. Some online advertisers skimp on creative and end up creating just one or two banner types thus severely limiting their online exposure. Google accepts many banner sizes, so make sure to create a few ads for each size available. And while you’re at it, don’t forget to include a text ad to your display campaign.
In conclusion, the Google Display Network is a great opportunity to get your ads in front of prospects so that they can learn about your business as they consider their options. By avoiding the 3 common mistakes I have outlined above, you’ll be one step closer to unlocking the power of the Google Display Network.
To learn more about how the Google Display Network can help your business to increase brand awareness and earn a higher ROI on marketing dollars spent, contact one of the qualified Marketing Professionals at MoreVisibility.
Remarketing allows you to show banner ads to previous visitors of your website as they browse other sites throughout the Web. How it works: you add a tracking pixel to your website which will allow your ad to be shown to visitors once they are no longer on your website. The websites must be within the Google Display Network for your ad to be displayed; some site examples are AOL.com, YouTube, Business.com, NYT.com and many more.
You can set up different tracking pixels to remarket to different types of visitors to your site. A few examples are: tracking customers who get to your homepage and leave immediately, visitors who add items to a shopping cart on your site, but do not complete an order, or visitors viewing specific pages on your site, among others.
You can also create separate messaging for each type of visitor to your site. For instance, if a visitor viewed a product page containing gift baskets and didn’t complete an order, you can create a banner ad with specific messaging related to gift baskets to be shown to this visitor on other websites. You can even set up a tracking pixel to target customers who have made a purchase on your site and your banner ad can invite them to make another purchase with a special discount or promotion.
Think that your ads may be a little too intrusive? No problem, you can set daily frequency caps so as to not bombard visitors. Keep in mind that it takes a user approximately seven views to take action on an ad.
Remarketing allows you to reach more qualified potential customers because these visitors have already shown an interest in your product or service. Most websites that have implemented Remarketing ads have seen an increase in overall conversions and increased brand exposure.
The campaigns are easy to set up and work like other Pay Per Click (PPC) campaigns, where you only pay for ads when a customer clicks on them. Because Remarketing is a PPC model, you can see conversions when a customer only views your ad and returns via organic search or direct traffic, at no added cost to you!
By now, Google’s content network is old news. We all know the advantages of running ads on a network with thousands of sites. Advertisers can reach a greater audience, create brand awareness and even hand pick which sites on which they want their ads to be displayed. The content network also offers the flexibility of testing different ad formats including text, images, rich media and gadget ads. Even though we might have all tried our hand at advertising on a content network, most of us have not seen the success we would like. Why are the results not as strong as other online advertising efforts, such as sponsored search many people wonder? The answer is quite simple; people are looking directly for you or your products and services on search. With the content network, your ads can appear if there is relevant information on the page.
There are a few simple tips that can help your content campaigns become a success. First, choosing the right ad format is critical. Since people are not actively seeking you, your ads must be enticing enough to get them to turn their attention away from their task and click on your ad. There are many ad formats that can be used on the content network. Image or video ads tend to get higher click-through-rates. Make sure the ad has a strong call to action. Another benefit of using images or videos is the ability to include a logo of your company. Since the content network allows advertisers to pay per click, it doesn’t matter how many impressions your ad gets, as a matter of fact it is a means of branding your company.
Not all sites are created equal. That is why it is essential to run placement reports on a regular basis. Review your data and it will be clear that many sites are poor performers. Next, exclude these sites from your campaigns so that your ads will not appear on them any longer. This should help your click-through-rate as well as help to spend your budget on sites that are actually working well.
Lastly, placement reports also help to show which sites are performing. If there are sites that are converting or getting a good click-through-rate, then they are more valuable than others. That is why advertisers should bid higher for those placements that are working well. This will ensure that your ads are showing up more often. If there is one site that is performing dramatically better, you can also break it into its own managed placement campaign and allocate a unique budget.
Advertising on the content network can yield great results as long as the campaigns are clearly monitored and adjustments are constantly being made.