Maximising Google Display Advertising
Google display advertising is a powerful tool for businesses that are aiming to boost their online presence and looking to engage with a target audience.
Unlike conventional Google search ads (which appear in the search engine results pages), Google display ads appear on a network of websites, reaching users as they browse their favourite content on other websites.
In this brief blog, we will aim to give a basic overview of how Google display advertising could help your business, exploring its benefits, strategies and best practices to help you maximise campaign performance.
How does display advertising work?
Google display advertising allows businesses to place visually engaging display ads across a network of websites, which Google claims can reach 90% of Internet users globally.
The ads come in various formats including text ads, image ads and video ads, and the ads can appear on websites like YouTube and Gmail as well as other websites which are part of the Google display network.
What are the benefits of display ads?
One of the major benefits of advertising with Google is that the display ads have a very broad reach.
The Google display network covers literally millions of websites, news sites and blogs along with websites owned by Google for example Gmail and YouTube.
This provides highly targeted advertising, allowing you to reach users based on their age, gender, parental status and even their household income.
You can specifically target users in a specific geographic location, as well as targeting users based on their interests and online behaviours.
You can also remarket to them which allows you to reconnect with users that have previously interacted with your own website.
What kind of ads can be used for display advertising?
Ads should be visually engaging which makes them more effective for building awareness and engagement.
Rich media formats including video and interactive ads can help you to capture attention and get your message across more effectively than conventional text ads.
Display advertising is cost effective
Display advertising can be really cost-effective allowing businesses of all sizes to join in and benefit from the massive network of sites out there.
Costs can be controlled by setting a daily budget just like you can with Google conventional search ads.
Set out clear campaign objectives
In order to get the best returns from the Google display advertising campaigns, you should set out the campaign with clearly defined objectives at the start.
Common objectives for many businesses include helping to build awareness, driving traffic to your website, generating leads or boosting your sales.
Segment your audiences
You can segment your audience to deliver personalised messages, so that specific ads can be targeted to specific groups of people.
Use high quality ad creatives
We always recommend that you invest in high-quality ad creatives that capture people’s attention and communicate your message effectively.
You may wish to consider engaging a graphic design agency to help produce eye-catching images with persuasive headlines and clear calls to action.
Experience shows that those businesses that invest in compelling ad creatives are much more likely to generate a great return.
Optimise your landing pages
We also recommend that you optimise your landing pages.
This means that your landing page should be relevant to the ad content and provide a seamless user experience, a well-designed landing page with a clear call to action significantly improves your conversion rates.
You may already have suitable landing pages in place which is great, but if not the team here at Altitude have deep experience in building high-performing landing pages that could be tailored to your specific needs.
You can see a brief video just here about how we build and design websites and landing pages.
Measure campaign performance
Once campaigns are up and running, we recommend monitoring and optimising the campaigns with regular reviews, analysing campaign performance and making any necessary adjustments and optimisations.
Google Ads provides some fantastic reporting tools and whilst you can see these directly from the dashboard if we manage campaigns on your behalf, we will provide clear transparent reporting directly for our own dashboard.
We can send reports as and when required, many clients require daily, weekly or monthly reports showing all of the key statistics.
Make sure your ads are compliant with Google’s policies
You should take time to ensure that you adhere to policies to ensure your ads are fully compliant.
Noncompliance with Google policies can result in ad disapproval or even Google ad account suspension.
Care should be taken to ensure that you do not breach any guidelines on content trademarks or the promotion of restricted products.
There are some products that cannot be promoted using paid advertising from Google. This list is updated from time to time so feel free to get in touch with one of the teams here if you have any concerns.
Mobile first
As more people now use mobile devices you should optimise your display ads for Mobile viewing.
You should take time to ensure that the creatives and landing pages are built mobile-friendly to provide a slick experience for mobile device users.
Incorporating remarketing into the campaign is a powerful tactic that allows you to target uses that were previously interactive with your website.
Showing relevant ads to these users can help you re-engage and encourage more conversions.
Google display advertising is a versatile and powerful tool that can help businesses of all sizes reach a huge audience globally if need be, they can help to build your awareness and improve your conversions.
Display Ads are not for every business, but the team here at Altitude Internet would be happy to schedule a call with you to find out if this format of advertising is suitable for your business.
We have been a Google partner agency since 2014, and have a team of Google-certified optimisation specialists working within the business, which ensures that we can maximise the performance of your campaign, and get things set up accurately from the start.
This blog about developing a marketing budget may also be of interest to you:
Request a call back with our Google ads team or get in touch just here.
