The Google Display Network (or GDN) is the largest contextual advertising network online today and is said to be able to reach up to 92% of internet users in the US. However, because it targets the audience whilst they are browsing websites, they may not necessarily be ready to buy.
In this article, I will set out my top Google Display Ads Tips to help you be smart with your budget so that you can get the most results.
I have put this tip first because, although it is an obvious one, it is actually your biggest opportunity and the one most likely to bring returns on the Google Display Network.
Remarketing is where you deposit a cookie on the browser of your website visitors. You can then target those people so that they will see your display ads when they visit other websites within the GDN. This means that people that are already interested in your brand will see your content and be reminded of you, so it is a great option, especially for advertisers with a lower budget.
2. Target Similar Audiences
By using the similar audiences feature within Google Ads, you can locate people with similar interests and browsing habits to the people in your remarketing audience. This helps you to increase the reach of your existing remarketing campaign to target new users that have similar interests and drive them to your website. I would suggest segmenting your similar audience list from your remarketing list rather than grouping into a single ad group so that you can monitor their individual performance.
This is one of the best ways of retaining control over where your ads are being shown on the Google Display Network. When you target on interests, Google will take a best guess at which sites are relevant, which means that there is a risk they may be shown on irrelevant sites. By targeting placements, you can choose which sites you want your ads to be shown on.
4. Beware Mobile Games
If you are using a keyword, topic or interest targeting option, it is worth keeping a close eye on the placements where your ad is being shown and check for mobile games. This is where budgets can sometimes be wasted when children use their parent’s mobile apps and click on ads by accident.
5. In-Market Audiences
An in-market audience is a group of people that Google has decided will be interested in what you are selling based on their browsing history and activity. These people have been actively searching and comparing products matching those that you offer.
6. Gmail Promotions
Gmail sponsored promotions are ads that appear in a Gmail inbox, above the user’s emails. They are designed to look like a normal email, but once the person clicks on them they expand to a full ad.
These ads are charged on a cost per click basis and the click is counted when the person expands the ad, not when they click through to the website.
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