We can retarget them. We can also select specific placements. So, we might find that there is a specific website that we do want to target on the GDN, and we can do that. Specific website targeting is not solely associated with premium buys, you can also do on the GDN. It tends to be in lower quality ad formats or ad units, but still the option is there. The main drawback is that it is very specific in things like file size. So, while the format and the messaging can be quite creative, the file size is limited to kb.
And that gives us a limited scope for highly creative options. Since you can target more than just keywords, you aren't limited to the Google results page. Instead, GDN allows you to target websites by audience affinities, in-market segments, and custom intent keywords. You can even hand-pick website placements that fit your target audience.
The other differentiator is volume. Where do the fancy image ads appear when you market with GDN? Across millions of websites that your prospects are visiting every day. You need a different mentality when using Google's Display Network than when you're using the search network and others available on Google Ads.
Let's define some use cases and expectations. Your average conversion rate with GDN will be a minuscule 0. Because you're targeting users that may not be familiar with your brand at all. The Google Display Network is first and foremost a tool for prospecting and brand awareness. The standard CTR for this network is still under 0.
But, for targeting prospects outside of search engines and social networks, that's still pretty good. The next key differentiator is the fact that the user's primary interest is the website content itself -- the display ad has an indirect, secondary role in the website's appeal to the viewer. Marketers are hoping the prospective user will view their GDN ad along their journey to fulfilling another purpose.
That makes the user intent different than when an ad appears at the top of a Google results page for a high-intent search phrase. Unlike with search, there is a variety of targeting options outside of keywords that span across a network of millions of websites. You can access the majority of internet users through website placements. Your number-one goal with GDN is finding the right audience size with strict targeting criteria.
There are ways to approach this network with tighter, more relevant targeting. Ultimately, remarketing is limitless -- but it involves audience development outside the Google Ads platform. Let's start by exploring the default prospecting options Google provides and work our way toward opportunities customized for your brand and those who have engaged with your website.
On the GDN, you can target in two ways. First, you can target prospects on the internet who may have no previous knowledge of your website, brand, products, or services. Second, you can remarket to users who have engaged with your website in some form. Option two allows you to leverage the audiences you find in Google Analytics for your website. If you don't have any Google Analytics website audiences built, doing so is incredibly easy -- simply set up an audience for a user that completes specific actions.
Remarketing and prospecting are two vastly different initiatives that you can execute through GDN. Some businesses prefer to focus only on remarketing because reaching users familiar with one's brand drives leads and sales for the most affordable cost. However, other businesses aren't focused on the return as much as generating awareness of their products and services.
It all comes down to your company's marketing goals. Once you know how to target, you'll want to create the collateral that gets the attention you need from your ad placements.
Here are some great examples of Google display ads:. It does this with large white font across an eye-catching blue background with bold oranges and pinks, making it colorful and stark enough to attract attention. Conversica utilizes the large vertical format, which takes up a lot of real estate space on a page, enough to hopefully stir any website visitors out of "banner blindness.
The call to action open an account is much smaller than the value proposition so that they recognize the value first before taking action on it. Here's how to achieve success with prospecting and brand awareness GDN targeting :. In-market segments are Google users interested in broad categories of products and services, including real estate, education, home and garden, sports and fitness, and more.
Google defines these segments based on users' historical views, clicks, and conversions on previous content. All experts unanimously agreed that remarketing is the place to start when it comes to the display network. For those of you unfamiliar with remarketing, it is essentially when you cookie your past site visitors to follow them around with ads on various sites they browse. The majority of those reading this post have likely been successfully remarketed to.
Just the other day I was shopping for a pair of fall boots when a few days later that stylish high-kneed suede pair of black boots would not leave me alone. They kept appearing on multiple sites that I was on at various points during the week, until I finally gave in and took the plunge.
Probably, because I actually needed fall boots, BUT the chances of me getting that pair from that domain would have dropped significantly if remarketing was not in place.
This is just one example of the power of remarketing, which has been seen to work across a variety of industries.
Remarketing is the best way to optimize your Google display ads. This allows advertisers to create remarketing lists based on email addresses. Managed placements is the only targeting method that gives the advertiser granular control over where their ads are being placed. If you use methods like interests or topic targeting, Google is basically doing the decision-making for you and guessing which sites are relevant. If the volume is limited, then we expand to other related sites.
He recommends starting out small with an amount that you are comfortable testing with. Caleb explains how setting up a new display campaign is all about budgets. For example if you have a great list of managed placements, allocate more of your budget towards that campaign, and separate the different placements into their own ad groups so you can feed more money into the ad groups that contain the placement providing the best return.
Once you get a campaign or ad group running successfully and providing remarkable returns, the next step is to feed more money into it. Another client in the travel industry was seeing such great return that they stopped running their search campaigns and reallocated that money to further grow their reach on display.
Why should I create a text ad if image ads statistically outperform this format? I understand these concerns, but the majority of WordStreamers agree: having an ad in every format is critical due to the fact that some websites will only support one format. Display ads are graphic ads though they can be text-only in all shapes and sizes that appear as banner ads and sidebar advertisements on web pages.
They are similar to newspaper ads. With Search campaigns, intent is hotter. But the Display Network captures someone's attention earlier in the funnel. With Display campaigns, intent is cooler. At that point they might. Maybe they grab your interest for a moment; maybe not. So when you head into Display ads, make them with a different mindset than Search ads.
Understand that GDN ads play in the background trying to increase brand awareness when people are engaged in some other type of activity. Because you're targeting users [who] may not be familiar with your brand at all. The Google Display Network is first and foremost a tool for prospecting and brand awareness. Display ads are mostly top-of-the-funnel awareness ads. But there is a type of Display ad that is warmer in intent and closer to the bottom of the funnel.
Those Display ads are called Remarketing ads. They intentionally bump into a potential customer, throwing them an attractive smile as a sorry-not-sorry. Remarketing, for the uninitiated, is a method of display advertising that only triggers if a person has previously visited your website or landing page before. Except that this cookie is actually a tracking pixel that piggybacks on their internet activity and triggers an ad specifically for them some time later.
The ad reminds them to go back and check you out again or at least think about your brand again. That exact product pops up in an ad for the next 5 days—no more than 5 times per day, for example—flaunting its awesomeness in their face.
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