Google Display Network (GDN) enables you to connect with the right audience via more than 650,000 mobile apps and 2 million websites. GDN has an enormous potential to link your brand with 90 percent of internet users worldwide.
- Create ads with multiple formats and image sizes
- Achieve higher conversions with demographic targeting
- Keep track of your ads placements
- Consider allocating more funds for managed placements
- Re-engage with past visitors via remarketing
- Use a strong CTA to make your intentions clear
#1. Create ads with multiple formats and image sizes
You may have come across ads that look too small or big for the space that they use. Sometimes, the ad isn’t displayed at all, and you can merely see a black box with the “x” option in the corner to close the pop-up. The problem occurs when the site does not support the ad format. To avoid such embarrassment and waste of money, it’s always better to make ads in multiple formats along with images that GDN allows you to. Image files can be in JPG, GIF, PNG, or JPEG format and must be 150 kb or smaller. You can also choose different pixel size variations for image ads.
Stats suggest that roughly 67.5% of ads on GDN are text ads. Unfortunately, studies have found that text ads offer a lesser click-through rate compared to image-based. Some industries, including travel, do use images. They can generate better leads and outperform text. So, check how your advertisements are running from time to time. Don’t hesitate to change from text to images if necessary.
#2. Achieve higher conversions with demographic targeting
Remember, a 60-year-old woman and an 18-year-old girl searching for a “hair extension” aren’t looking for the same product. Their needs are entirely different. Thus, using GDN’s demographic targeting can be far better than keywords. With the Targeting option, you can reach the target market by choosing your audience based on their topics, parental status, age, gender, and interest areas. Choose Demographics + Targeting to narrow down the audience further.
#3. Keep track of your ads placements
The “set it and forget it” approach can result in an enormous waste of money. Advertisers need to keep a granular control when it comes to ad placements. However, when you choose a “topic or interests” based targeting, you are actually letting Google make all the decisions for you. It cannot be a safe bet each time. On the other hand, managed placements enable you to play safely and pay less by choosing five of the most suitable domains for ad placement. You can choose sites that are relevant to your products, services or use Google Analytics to check top referral sites.
Go to AdWords regularly, and take a look at the sites where your ads are showing up. You can remove non-performing placements. The panel also lets you choose specific websites for displaying your advertisements by using the Placement Targeting option.
Go to, Dimensions tab, then, from the dropdown menu, select Automatic placements to take a look at sites displaying your advertisement. For removing a placement, you can select the concerned one and click Edit to exclude the same.
#4. Consider allocating more funds for managed placements
Some firms may have dedicated average daily budgets even lower than the recommended amount. It’s absolutely fine if you start with a small amount that you are comfortable with during testing.
Managed placements can help pin-point (placements) groups that are providing the best ROI. Allocate more funds to better-performing groups. You can even consider pausing search engine campaigns and use those funds on display to get excellent returns.
#5. Re-engage with past visitors via remarketing
The Customer Match option on the display network enables advertisers to use offline, online data for re-engaging with past customers and prospects. Google lets you do the same via website ads, YouTube, Gmail, Search, and Shopping tab.
Such remarketing can offer maximum ROI on your display network budget. And doing so does not prove unethical or creepy because people you target have shown a genuine interest in your products or service in the past.
This tip is indeed not yawn-worthy; because the remarketing technique works for various industries. It increases the chances of consumers buying the selected products from your website by multiple folds.
#6. Use a strong CTA to make your intentions clear
Images and text in your ads should be able to convey what you want your audiences to do. The call to action (CTA) in your ad’s image should be the same that’s on your landing page or website. For example, if you want your target audience to subscribe to email alerts and download a research report on vaccine side-effects in your country, your image should read “Download Vaccine Side-effects Research Report!”
Using this technique ensures only consumers with relevant intentions reach landing pages and convert.
Companies need to diligently manage and verify what they are getting from GDN campaigns. If you don’t have in-house marketing experts, you can let an internet advertising firm like PeddleWeb handle your display ads campaigns. The firm offers display advertising services like banner optimization, ad copy creation, extension optimizations, remarketing, and location targeting.