Want to master the Google Display Network (GDN)? Follow these 7 tips and you will be on the right track.
1. What is the Google Display Network?
Google Ads is divided into two networks, the Search Network and the Display Network. When advertising on the Search Network, businesses will place text ads in search engine results. On the Display Network, businesses place ads on a huge network of websites on the internet instead.
So how does Google Display Network work? Display ads are the visual banner ads you see on supported ad sites everywhere, like the ads highlighted above or examples in this post.
According to Google, The Display Network reaches more than 90% of global internet users who are expanding over 2 million websites.
For those of you not familiar with the difference between display and search, let me give you a quick summary. The Google search network targets users who type directly into the Google search engine or Google partner search pages, if you choose to expand to Google Search Partners (such as AOL). On the contrary, think of the display network as a more passive form of advertising. You may have seen many ads showing up today, for example, while surfing through the Huffington Post or skimming through your favorite blogs. You may or may not notice GDN banners or small boxes promoting products or services, above and next to the articles you are reading - these are display advertisements.
Hesitation to jump into display network bandwidth is not uncommon. Take a look at how much you spend in a month and the number of impressions you receive. You might get the same number of impressions in a local newspaper or highway billboard, but you'll end up spending hundreds of thousands of dollars. With display advertising, you promote your brand and do not even pay for these impressions.
To get a clear picture of what works and what doesn't work on the Google Display Network, I spoke with some of WordStream's famous top PPC experts. What do they see when they are running Google Ads account audits or when they are only performing daily account optimization?
All four of the people I interviewed worked in the Managed Services team (MS), where they appear fully in their Google AdWords accounts every day. Our MS team works similarly as an agent, managing AdWords accounts for clients and helping them reach their business goals. Basically, MS professionals spend over 40 hours a week working directly with Google AdWords on search and display networks, helping customers from a variety of industries. So yeah, they know a lot!
Here are seven bits of display network intelligence I learned from these experts, plus three display network errors to avoid.
2. Network display tips 1: Get started with remarketing
All experts agree that remarketing is the place to start when it comes to the display network. If you'll see any kind of profit on the display network, you'll see it from remarketing first.
For those of you unfamiliar with remarketing, it's basically when you cookie your previous site visitors to track them around with the ads on the various websites they browse. It sounds a bit intimidating, but it works - because the people you market with have shown genuine interest in your business.
Remarketing is used to keep your past visitors engaged, completing the entire engagement circle. The majority of people reading this post may have been successfully remarketing. If you were shopping for a pair of autumn shoes the day before, then a few days later, stylish turtleneck boots won't leave you alone. They constantly appear on many websites that you have joined at different times of the week, until you have finally made concessions and purchases. If they don't get remarketing, will you still buy boots? Perhaps, because you really need fall shoes, but you get those pairs from that domain name will be greatly reduced if they don't remarketing. This is just one example of the power of remarketing, which has been seen to work across a wide range of industries.
Remarketing is always a good idea. Your CPA is usually much lower, you are getting people involved. It is essentially free advertising, the Caleb Caleb states. Remarketing is the best way to optimize your display ads on Google.
3. Tips shown on network number 2: Use managed placements
Managed placements are the only targeting method that gives advertisers detailed control over where their ads are placed. If you use methods like interests or topic targeting. Google will basically make the decision for you and guess which site is relevant. Managed placements allow you to choose and choose exactly the webpages on which you want your ads to be displayed. This is the best way to control because the people you target and convert are consistent, so it tends to cost less.
WordStream paid search strategist Mike Griffith explains the process he uses with new customers using for Display Network : Sword We start as detailed as possible, identify 5-10 domain names that are very relevant to the product or service, and start serving ads on those specific locations. First. If volume is limited, then we will expand to other related sites. But how do you know which sites are relevant? If you're struggling to make that decision, Griffith recommends digging into your top referral sites in Google Analytics.
4. Tip displayed on line 3: Let the budget guide you
HAllocate more budgets to the GDN campaign and separate different placements into separate ad groups. So you can measure and share ad group types and add more money to ad groups containing the most profitable placements.
When you receive a campaign or ad group that is successful and profitable, the next step is to provide more money. A person has implemented their remarketing campaign from $ 1,000 / month to $ 50,000 / month and still sees great ROI. Another customer in the travel industry has gotten so great that they stop running their search campaigns and reallocate that amount to further increase their visibility. Marketing and display online is great because once you get it right, you can just give it more money and get more money. Your reach is pretty much unlimited.
5. Tips to display on network 4: Create ads in all available formats
An ad in every format is important due to the fact that some websites will only support one format.
Some people feel that you should not include text ads. I want to include them and make a decision later. Some placements will only support text ads and it could be a junk website. So let's do it. If you are the only advertiser with a specific format, you will be more exposed to the discount.
It is recommended to use both image and text ads, but divide them into different ad groups. Online text ads are displayed very often, but people prefer image ads because it resonates with them and is more impressive.
6. Network display tips 5: Create simple and intuitive ads
This tip seems clear. The reality shows that 67.5% of ads on the display network are pure text ads. This is shocking, given the fact that text ads have a much lower clickthrough rate than image ads.
Put text ads into your display campaigns, image ads are a necessity. Advertising needs to be simple, intuitive and easy to read. The way image ads work best for naturally engaging visual industries, such as travel, where destinations can essentially sell themselves. But even B2B companies see success with image ads.
7. Network display tips 6: Give your display campaigns the same favors you have for the search network
For your successful search campaigns, you may have learned that it is important to keep an eye on and monitor your account. You can take the time each week to evaluate your account, learn search query data, adjust keyword bids, set new negative, restructure campaigns, adjust active ads. bad and the list will continue. This will be no different from GDN (display ads).
To see where your display ad is being placed, navigate to the Display Network tab on the network in Ads, make sure your Display campaign is selected in the campaign, then select Placement. If you want to exclude a certain site, select that site and use the drop-down list to change it to Exclusion (see image below).
The reason why tracking reports and making sure your settings are correct. Make sure you are getting the right locations. You do not want to sell life insurance to people 18 years old or to people over 60.
In addition to investigating these locations, careful monitoring of your campaign is essential to making changes and improving your revenue. Tracking needs to be consistent. Google does not support ads that do not comply with their algorithm. Therefore you can display on a website for a long time and then suddenly lose that position due to algorithm update. The metrics to focus on depend on your goals. For branding purposes, focus on impressions and clicks and for sales-oriented goals focused on view-through conversions.
You should look for conversions, but also repeat in analysis to see metrics like time on site. Check out the top conversion paths to see how these different channels impact your overall conversions. If you find GDN (display advertising) to help organic or even paid search, then it will make an impact by introducing your brand. This starts drawing a picture of how GDN active. Keep explaining that tracking is important because with the display network, you're trusting Google to identify your audience, but they don't tell you how they determine it, that is. can be difficult.
8. Tips shown on net 7: Set some budgets to check
One thing that stands out in PPC audits: lack of checks. When you start over and over again, the ads show up very big, which means your reach is endless. Google also continues to release new features and targeting methods to reach people. So if you don't test some of these options, you might be missing out on a lot of potential customers.
After you reach your main goal, use the remaining budget for testing. If your GDN (display ads) campaigns are performing well, then YouTube might work as well. You should set 10-20% of your budget for testing.
A valid point of view: GDN is huge and no advertiser can fully own it all. It's all about finding your niche and using existing data from smaller campaigns to build your next bigger campaign. To do so, you need to experiment.
9. 3 Google display network errors to avoid
Now that we've implemented the best strategies to get the most out of your GDN campaigns, review what not to do. Experts at EQVN have had difficulty setting up and managing display network campaigns. So avoid these three fake screens and DO NOT do the following:
9.1 DO NOT use the display Select
If you have done paid search, you may (or hope) know that combining search and display campaigns is not a good idea. I have come across puzzled customers about why their clickthrough rates are so low and their budgets are being eaten up, but they don't get any conversions and often, this is by mistake Advertise on both networks.
In November 2013, Google released a solution to combat these issues called Search Network with Display Select. Impressions Select basically lets Google spend the majority of your budget on search and then the rest is spent on GDN (display ads).
The Display option is basically letting Google find out ‘what's good for you’, which is never a good idea. Display on the network Choose to blend your search ad into the Display Network, and since it's blended, it's almost never seen good performance with these campaigns.
Google doesn't even recommend it: If you're currently running separate Search and Display campaigns, EQVN recommends that you separate them for higher bidding, budgeting, and targeting flexibility. .
9.2 NO Class too
As we discussed, there are many ways to engage your target audience in the vast sea of displays; Due to the size and variety of the network, appropriate targeting is necessary and important. With so many options to choose from, some advertisers decide to overlay methods on top of each other - e.g. location, keywords, topics, interests, etc. Believe this will reduce unqualified impressions and clicks.
In fact, excessive class can cause a lot of problems. This is one of the biggest problems he finds in a client's account: No. When someone creates a new campaign and they pursue many different types of targeting at the same time, they often don't understand This targeting works when layers are added to each other. If you want to make all these options, try them out in different campaigns. Too many layers can significantly reduce reach, negatively impact results, and lead to problems tracking which methods are working or not.
9.3 Do NOT allow mobile games to consume your budget
Have you ever thought that kids could be the reason you're wasting huge amounts of changes on Ads? Toddlers are stealing a parent's smartphone to play app games but unfortunately your ad is being displayed through GDN (display advertising).
This is a problem that has appeared time and time again. The most common culprits are Flashlight apps, Infant flashcards, Photo Frame Editor, Doodling Apps and Random Games. In all games, the kids are moving their thumbs as quickly as they can, clicking on your ad by accident. This can cost you a lot.
Now that you've heard from the experts, jump into the Display Network and start expanding your reach. Your audience is out there waiting to be remarketing. MOnce you put your faith in it, the GDN (Display Network Advertising) is your ocean.
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If you are looking to understand how Google ads work for your business. You can find out more about the training program at EQVN here.