WHAT ARE GOOGLE DISPLAY ADS?
Display Ads are image or video ads that show across the Google Display Network (GDN). The GDN is a network of websites and apps that provide ad space and allow ads to be displayed, for example, blogs, online newspapers, mobile apps. Ads can also show on Gmail and YouTube.
While Display campaigns originally contained image ads only, these days also videos can be included. Display ads come in various formats and are designed in a way to fit neatly into the environment they are shown.
This is what they can look like:
Google Display Ads
HOW DO GOOGLE DISPLAY ADS WORK?
Unlike Google Search Ads, it is not the user who triggers a Display ad through a search. Instead, people are shown an ad if they match specific targeting criteria defined by the advertiser.
The most popular type of Display ad targeting is remarketing (also called ‘retargeting’).
Remarketing ads are shown to people who visited your website and then ‘follow’ them across the web with the intention to bring them back to your website and complete a purchase or enquiry. This type of targeting is very popular for eCommerce businesses as the ads can contain exactly the products that a user looked at on the website.
To target people who have not interacted with your website and business before, there is a range of prospecting targeting options. There is no priority or hierarchy, but it depends on each individual business and campaign goal to work out the best targeting option or combination thereof.
Here is an overview of the most popular Google Display targeting options:
Demographics: includes demographic information such as age, gender or location
Affinity: targeting people who have a general interest in a topic, product or service
In-Market: targeting people who are actively looking for information about a topic, product or service
Topics & Keywords: showing ads only on websites or apps with specific content
Customer list: upload your existing customer data and target them with your ads
Similar audience: create lookalikes based on your customer list, website visitors or any other well-performing audience segment
ARE DISPLAY CAMPAIGNS SUITABLE FOR MY BUSINESS?
As always with any form of digital marketing activity, the choice of channel and campaign type depends on your goals.
Usually, Display campaigns are used in addition to Search campaigns and can help to increase both brand awareness and conversions.
Prospecting targeting is an effective way for branding and upper-funnel targeting. It helps to make people aware of your brand and generate traffic to your website.
Retargeting is the better option for lower-funnel targeting and generating conversions from people who already know about your business. It requires a certain number of website visitors to work properly – if there is not much website traffic yet, there aren’t any people to retarget, and a prospecting campaign would make more sense to start with.
WHAT ARE THE REQUIREMENTS FOR GOOGLE DISPLAY ADS?
The most important requirement for Google Display campaigns is high-quality images that reflect your brand and key message. Videos are optional but are a good add-on that helps improve ad quality and performance.
There is no need to create a ‘finished’ ad with images and text in various sizes as it is common for Facebook or Linkedin Ads. Thanks to Google’s new Responsive Display Ads, only individual assets (images, videos, text) are required and Google combines all elements into well-presented ads in different sizes.
Ready to get started with Google Display Ad campaigns? Contact us to schedule a free intro call!