The Google Display Network can help your business reach a much wider audience. However, there are a couple of costly mistakes that could drastically lower its effectiveness if you’re not careful.

Below, we’ve included our video on the Google Display Network that explains some of those mistakes and what you can do to correct them.

In this accompanying blog, we’re going to explain 8 important GDN mistakes that you should avoid. These have been pulled from the video itself, but if you’d like a more in-depth explanation then we suggest you watch the full livestream.

1. Comparing GDN to search

A common problem that many businesses face is comparing the GDN to the regular search network. In some cases, this leads to businesses only using the search network and neglecting the GDN. They might also compare the metrics between using both and see that the GDN does not perform the same.

It’s important to understand that the GDN and search network both serve their own purposes. The search network accommodates intent because the user is searching for something, but the GDN is more designed for brand awareness.

2. Not using text ads on GDN

It’s quite common to see businesses neglecting to use text ads on the GDN. Keep in mind that you can run text ads on the GDN as well.

3. Not using frequency capping

If you display the same ads on the GDN to your audience then they’re going to get annoyed from seeing the same thing. They’re also unlikely to click your ads if you pester them with the same images or text copy. A good rule of thumb is to set the frequency cap to around 2 to 3 displays per day.

4. Forgetting to test your ads

Testing your GDN ads is important to help you identify which of your ads are performing the best. This is also known as split testing. You can make small changes such as altering the wording or images that you use. By using split testing, you can see which of your ads are performing the best and decide which one to use for the long term.

5. Not using RDA (Responsive Display Ads)

Responsive Display Ads have improved a lot since they were first introduced. You can give Google a handful of data such as headlines, images and videos, which will then be mixed to create a unique ad. This is essentially a form of split testing which Google tracks and automatically updates.

6. Failing to use video

When using Responsive Display Ads, it helps to use videos because your audience won’t need to click it to view the video on a platform such as YouTube. Instead, they can view it within the embed which makes it more convenient.

7. Not using remarketing

Remarketing is important once you start to build an audience. Many people are against using remarketing because they don’t want to target audiences that are already aware of their brand. However, remarketing on the GDN can be an effective way to get those customers to buy something else, use your services again or just remind them that your company exists and they’ve used your services before.

8. Not using Audiences as “Observation”

Setting up multiple Audiences as Observation can help you observe what your audience is up to. This doesn’t have a negative effect on your marketing efforts and can be used to make more informed decisions about your advertisements. This is a great way to learn more about your audience and ultimately create a more effective advertising campaign.

Learn more about the Google Display Network

For more reading on the Google Display Network, we suggest looking at the following resources below. We also recommend that you watch the full Livestream at the top of this page to get a better understanding of the mistakes that you should avoid for more effective advertising.

Alternatively, you can also contact us at SF Digital Studios directly if you’d like to learn more. We offer Google Ads coaching and training to help you understand marketing concepts and grow your business.

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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