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Go from zero to hero with savvy Google re-marketing campaigns.

Utilizing the Google Display Network (GDN) to run campaigns means you’re taking advantage of one of the most robust and powerful image ads platforms around. What’s more, it offers incredibly dynamic remarketing features as well.

Using Google Display Ads makes it seriously easy for any brand to tell its story, creating a fully unique buyer journey that has been developed with conversions and lead generation at the front of mind.

Unlike Google search ads which are fully text-based, the ability to use captivating imagery and visuals with display ads allows you to engage with your audiences much more easily, expanding your brand and reaching new prospective customers all over the world.

Given that the Google Display Network is stretched across a multitude of different platforms including websites, mobile apps, online games, Gmail, and YouTube, you can share highly targeted messaging to precise audience segments wherever they are online.

Some of the stand-out metrics of Google Display advertising include:

They’re shown on over two million websites
The Google Display Network reaches 90% of consumers online
Most effective for users between 25-44 years of age
Responsive ads are highly effective versus static image ads

They truly do cater to all kinds of businesses, from B2B companies to B2C local businesses, SMEs, e-commerce shops, and multinationals.

On top of all this, targeting users who have previously visited your website via remarketing is a highly effective way to gently remind your potential customers about that product or service they were going to buy but didn’t.

As the biggest of its kind on the planet, it's time to get on board with the Google Display Network.

The two million-plus websites along with YouTube, Gmail, apps, and online games on GDN reach more than 90% of the world’s internet users.

That, folks, makes it the largest advertising platform across the globe. This means that there’s already an audience ready and waiting for you to promote your brand and products or services to them. It’s just a matter of making sure you approach the Google Display Network the right way to make your campaign as effective as possible.

Your solution? Partnering with a Google Display marketing agency that’s backed by the knowledge necessary to achieve top results.

The team at First Page has operated in the Google Display Ads space for more than a decade, during which we have refined our techniques and established ourselves as, well, the best. This experience enables us to consistently deliver outstanding return on ad spend (ROAS) for our clients, and we’re here to do the same for you.

Simply put, we know what works – and we know what doesn’t. So when you collaborate with our Google Display Ad specialists you can feel 100% confident you’re going to see nothing short of exceptional outcomes. We guarantee results and will provide them in record time – whatever your budget.

It isn’t just a ‘set and forget’ situation when it comes to Google Display ads. There are a number of factors that, if not properly taken care of, can turn your campaign on its head and leave you wondering where the heck your budget went.

Don’t throw your money down the drain – leave it to the Google Display Network specialists. Get in touch with us now and take the next step towards a Google Display Ads campaign with an impact.

What is Google Display?

WHAT EXACTLY IS GOOGLE DISPLAY?

Just one of the several formats of Google ads, Google Display utilizes visuals in its creative and can be shown across a wide range of different channels such as YouTube, websites, blogs, mobile apps and more.

The sheer reach of the Google Display Network is one of its biggest strengths. The number of websites and other locations is well past the two million mark, enabling Display advertisers to communicate their messaging to seemingly endless audience segmentations.

Due to its use of visuals, brands can develop attention-grabbing creative that engages their intended audience. This is especially useful for businesses that are keen to promote products or services in particular industries offering clothing and fashion, travel, food and other highly visual items. What’s more is that these businesses often already have creative from other campaigns, which makes it relatively quick and easy to repurpose for the Google Display Network.

People will often receive both Google search ads and display ads. Unlike the Google search network serving text-based ads specifically on Google search results, display ads are visual-based and can appear across a variety of platforms such as websites within the Google Display Network, YouTube, Gmail and more.

Not to mention that Google search advertising will only show ads that correlate with particular keywords that a user searches for, while display ads use a range of different designated audience parameters to serve the ads to particular audience segments.

WHAT’S THE DIFFERENCE BETWEEN GOOGLE DISPLAY ADS AND SEARCH ADS?

There are several differences between Google display ads and search ads, and which one you opt to use will depend on a myriad of factors.

For example, if you’re interested in targeting prospective customers that have made their way further into the marketing funnel, you’ll want to run a Google search advertising campaign. They’re effectively ready to buy, and you’ll target the relevant keywords that convert them directly from the search results.

While Google display ads can also be useful to drive these conversions, their visual format makes it a much more effective tool for generating awareness and recognition of your brand. As such, Google display ads are more suitable to be used to communicate with prospective customers who are just beginning their journey through your marketing funnel.

If you are operating a well-established brand, you should have consumers in both stages of your marketing funnel, so would benefit from running simultaneous campaigns across both Google display and search.

However, if you’re not quite sure where to start, it’s important to determine the goals you wish to achieve from your Google ads campaign, as well as your budget constraints and overarching objectives.

Still a bit confused? Reach out to the team at First Page – we’ll work with you to get the most out of your Google ad campaign!

WHAT MAKES GOOGLE DISPLAY IMPORTANT?

Any brand that wants to effectively advertise and increase sales in the modern day cannot avoid digital marketing. The problem, of course, is that it can be challenging to cut through the noise when so many brands are competing for an online share of voice.

By using the Google Display Network to run campaigns, you can drill down your preferred audience segments and put your display ads right in front of them, where and when you want. This means driving much more awareness and engagement for your brand because you’re choosing where your ads are being shown and even creating custom intent segments, effectively targeting exactly who you want wherever they are online.

Not only that, but their visual creative potential means you can use responsive display ads that are highly captivating and attention-grabbing to deliver rich media ads that promote more click-throughs. By creating several different creatives, you can run them simultaneously and optimize your campaign to ensure you see the highest ROI.

WHERE WILL MY GOOGLE DISPLAY ADS APPEAR?

Google ads are presented on two major platforms – the Google Display Network (GDN) and the Google Search Network (GSN). As you can probably tell by the names, the search network is specific to serving text ads on search engine results pages while the GDN covers more than two million sites across the internet – that provides a reach of 90% of internet users. Those sites include mega-domains like YouTube and Gmail, too.

This means using GDN gives your display ads the very best chance to be seen by your desired audience. So, whether it’s particular blogging sites, news sites or otherwise, the Google display network enables you to input various demographic and other audience parameters that will be used so your ad appears only to the users you want to see it.

One of the best features of the GDN is that it allows topic targeting through custom affinity audiences, which effectively offers the ability to expand your reach to users with shared interests of your target market.

You’ll want to use what’s called responsive display ads if you really want to make a splash promoting your value proposition (over the static, uninteresting image ad format). It’s simply a matter of allowing Google to automatically create your ads – whichever sizes you want displaying across the network.

HOW DO I TARGET GOOGLE DISPLAY ADS?

One of the most advantageous things about running Google Display Network campaigns is your ability to precisely target specific audiences. This effectively minimizes ad wastage and maximizes your ROAS (return on ad spend). Like all other ad formats available from Google, you’re able to establish specific ad groups and segmentation using demographic categories and other parameters.

One option is in market audience targeting, which enables you to communicate with users who have an interest in a particular topic (fitness, sports fans, technology, etc.). Another, known as placement targeting, provides insights through machine learning into which partner websites and web pages your target audience uses regularly and allows you to serve your ads there.

These audience-based targeting methods provide Google Display Network advertisers with a substantial advantage over their competitors, ensuring your ads are being seen by the right audience at the right time to boost brand awareness.

WHAT ARE THE SPECS OF GOOGLE DISPLAY ADS?

Once you’ve built a solid strategy for your display campaign via steps like competitor analysis, Google Analytics and general research, it’s time to upload the display ad creative. Since Google is pretty amazing, it provides you with two different options to choose from.

The first is where you are completely responsible for designing and developing all of the ads yourself, and if you have the time and skills to do it, you may find this approach more accommodating of specific goals.

If you do decide to create your own Google ads, it’s important to build a few different sizes so your display potential is substantial across the network of sites. The following sizes are the most common, and we recommend designing and uploading at least these:

Medium Rectangle Ad (MREC) – 300 x 250 pixels
Leaderboard – 728 x 90 pixels
Large Banner Ads for mobile devices – 320 x 100 pixels
Half-page / Large Skyscraper Ad – 300 x 600 pixels

If you’d prefer to go the simpler route, opt for responsive display ads. Doing ads this way means providing Google with several different design elements like your business name, your logo, ad copy and imagery. Due to its dynamic formatting, Google will utilize this information to build together a variety of alternative ad sizes for you that can be displayed across a lot more GDN websites.

HOW DO I GET STARTED WITH GOOGLE DISPLAY ADS?

If you make the smart decision to bring display advertising into your digital marketing mix, there are a few steps to take before uploading creative and setting your campaign live.

First and foremost, you must have a clear understanding of the objectives of your display campaigns. This might be to build brand awareness, share your value proposition with the world, drive traffic to a high-conversion landing page, or something else.

You’ll then need to conduct the appropriate research. Utilize Google Analytics data to help work in market segments and target audiences. Browse other websites similar to yours to find out what they’re doing well (and what they aren’t).

If your goal is to promote click-throughs, you’ll then need to create the landing pages and website content required.

Finally, it’s time to jump into your account and choose your preferred display ad format. Here, you’ll also be given the option of determining which device(s) you want your Google display ad campaign to show up on. You’ll also be offered the option of the Google Smart Display Campaign, an automated platform for bidding on ad space and targeting. GDN ads that use this method may be served to affinity audiences, in-market audiences and more without you needing to do anything but initially selecting display network audience parameters.

All successful Google display ad campaigns require a top-quality bidding strategy, and there are several display advertising bid options available – each designed to accommodate a different overarching goal.

Once your display ad campaign is live, it’s vital to set up conversion tracking so you know how the campaign is tracking and can optimize accordingly.

HOW MUCH DOES A GOOGLE DISPLAY AD CAMPAIGN COST?

Just like running ads on the Google search network, display advertising costs are entirely dependent on a myriad of different factors. These can include things like the industry your business operates within, your goals and which targeting options you choose such as in market segments and targeting audiences with custom intent (actively searching).

These days, using search engines like Google to advertise is about so much more than just keywords; now you’re able to drill down your audience using a long list of demographics and interests too.

Although the costs can vary greatly, if conducted properly, a Google display ad campaign on average will run at less than USD$1 cost-per-click.

WHAT IS IMPRESSION REPORTING ON THE GDN?

When you advertise on the Google Display Network, you’re able to access what’s called impression reporting. This feature allows you to track users who visit your website after seeing your display ad – even if it doesn’t occur immediately.

As you can imagine, this makes it much easier to determine how influential your ads are on your audience.

It can tell you exactly how many of your ads were served to the user before conversion, and the multi-channel funnels reporting tool on Google Analytics provides insights by highlighting the path to conversion across all the channels they saw your ads.

WHAT MAKES A DISPLAY AD EFFECTIVE?

Just like the way local businesses use Google Maps as a fantastic tool to reach their local audience, display ads – when executed correctly – are an immensely powerful way to reach highly targeted audiences.

Here are some tips to make an effective Google display ad:

Determine clear and concise goals you’re looking to achieve with the campaign.
Next, have a firm grasp on who you want to speak to.
Then, conduct a substantial amount of research and competitor analysis to help create your strategy.

Once you have a solid strategy, develop attention-grabbing creative (ideally 2 or more variants for A/B testing). This should include the name of your business, your unique value proposition, and most definitely a call-to-action. Use compelling copy that drives people to find out more and convert.

Designing ads is not something to be taken lightly, either. Do it badly and you’ll see poor results, do it well and watch the leads roll in. If you don’t have experience creating ads, it’s absolutely imperative to speak with an agency that does – like First Page!