If you are looking or finding how to best use google display ads, you have come to the right place.
Let’s dive straight in, shall we?
The Benefits of Running Google Display Ads
Why would anyone want to run Google display ads?
Google Display campaigns build brand awareness. This is by far the greatest benefit of running a Google display ad. The exposure that comes with making your business show up on Google Display Network is enough to inspire trust and create awareness around your brand.
Google display ads allow you to put your brand in front of your target audience. If you remember where users are in their buyer’s journey and use Google’s reach appropriately, it’s like screaming on the top of your lungs, “Look at my products. They’re really great.”
Google serves you with free display and will only charge you when a user clicks on the ad. In the long run, the more users see your brand, the more it registers in their minds. The more their curiosity grows and the more your brand stays at the top of their mind. Hence, you can use Google Display Ads to grow your business in a cost-effective way.
Where do Google Display Ads Appear?
Your ads, be they in the form of images, text or videos, can appear on the Google display network. GDN is a collection of websites owned by Google as well as partnering websites. The network also includes apps and mobile sites. You can select your preference of where you want your ads to appear or you can allow Google to optimize this aspect of your campaign for you.
Smart Display Campaigns – Specific Targeting
Display ads in Google come with multiple targeting options. You can even play around with these options and mix them together to make them more targeted.
Why is this important?
Well, the more targeting options you use, the more you’ll be narrowing down your audience to a more specific segment. The audience you’re targeting will decrease, after the wheat has been separated from the chaff, but it will be more targeted, relevant and effective.
The users it attracts will be more interested in your offering – no unnecessary clicks and wastage of your ad spend.
Due to its seamless experience, native display ads are highly effective. They have 49% higher click through rates (CTR) as compared to banner ads; with viewers showing 18% more purchase intent!
As a comparison, the average cost of an advertisement on Google Adwords is $2.32 per click. Meanwhile, the same for an ad on Google Display Network is under $0.58 per click. Thus, it makes sense for us to explore using the latter to expand our business if we want to reduce the amount of monthly ad spend.
You have two payment plans to choose from when it comes to Google displays ads. None of these plans is contracted, unlike traditional print advertising.
With both options, you’re allowed to set your ad spend or the amount that you’re willing to spend on the ads.
Next, you get to choose between CPC and CPM.
== Cost Per Click (CPC): This is the most common of the two payment plans. It’s the plan we talked about earlier on, Google will charge you every time someone clicks your ad.
== Cost Per Impression (CPM): This plan charges you based on the number of impressions or eyeballs your ad is getting. Google charges you per 1000 people that view your ad.
Your Competitors Might be Bidding on Your Name
It’s 2020, and that means some of your competitors are far ahead of the curve. They’re using Google Ads to snag every customer who is trying to make it to your website.
Try running a few search terms that relate to your line of business. Can you spot any of your competitors on your paid search results?
Odds are good many of them are benefiting from running the display ads. Now try running the same search query using your business name. Don’t be surprised when some of them appear under your name.
Yes, they’re bidding on your name and there’s nothing illegal about that. If anything, the only way to beat them is by outbidding them on the name. You’re also allowed to turn the table on them and bid on their names, as well.
Paid Ads are More Visible than Organic Results
Google search ads stand out when lined alongside organic results. They have an ad symbol that makes them more visible.
It’s even possible to add a call extension and increase the chances of users calling you for business. Let’s just say that Google offers a broad range of extensions that increases your chances of being viewed.
Display Ads in Google help create initial interest in your brand. They familiarize your intended audience with your brand.
Faster than SEO
AdWords ranks your website almost immediately. Unlike SEO, you do no have to wait for six months or so before results are updated.
Both SEO packages and Google display ads will help you generate more traffic and leads from the search engines. However, with AdWords, results are almost immediate, while SEO demands that you wait for about six months before results show.
So why is this effective?
== Display ads allow for catchy messaging, artwork, graphics and even video. These help your company’s branding to stand out and attract attention.
== With Google Ads, it’s possible to rank your website for multiple keywords at a go.
== You’re also allowed to turn the campaign on and off any time you want.
== Traffic starts coming in immediately. It’s an option you wouldn’t want to overlook if you’re operating a relatively new website.
Display Ads in Google – Remarketing or Retargeting
What do you do to customers that interact with your website or products and then leave without taking any action?
Well, with Google display ads, you have an option to retarget them. Instead of watching them disappear into oblivion, you can tailor your ads and marketing messages their way.
Think of remarketing as a re-opened access to people who interacted with your business but weren’t convinced enough to take action. AdWords remarketing allows you send them your ads and make them reconsider their earlier decision.
Other ways of optimizing your Google display Ads include
- selecting keywords with intent
- using custom audiences based on competitors’ websites
- using negative placements
- optimize your bids for placements and devices
Google Display Network – Get Insights to Your Ad Performance
You can link your Google Ads account with Google Analytics and get to explore more. The Google Ads display platform is great in every sense, but it won’t tell you what exactly happens to those who click.
You need to link them with your Google Analytics account for more insight on this. Here’s a list of things that Google Analytics will help you understand:
· How long are visitors staying on your page after click the ads?
· How many pages are they opening after landing on your website?
· What’s your bounce rate? Are you losing a majority of the customers that click on your ads?
· More details on your visitors? Where are they from? Are most of them returning to your site?
Through Google Analytics, you’ll be provided with more data that you can use to make necessary calibrations to your ad campaign.
Google Advertising Final Thoughts
It’s time you took advantage of Google display ads. Google has made the whole process a cinch, in addition to providing you with all the resources you’ll need to run the campaigns quickly enough.
Google display ads are worth the money for small businesses. It is a great way for small businesses that want to reach targeted audiences and want to be able to track their ROI.
The best thing is that Google itself uses artificial intelligence and algorithms to optimize your ads for improved performance on their network for free!