Avoid These 3 Common Mistakes to Unlock the Power of the Google Display Network

Max Braglia - September 3, 2013

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.

Mistake #1: Not Separating Search and Display Campaigns

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.