Do you want to master the Google Display Network? With these 7 tips, you’ll be well on your way to success. 

What is the Google Display Network?

Google Ads is split into the Search Network and the Display Network. When advertising on the Search Network, companies place text ads in the search engine results. On the Display Network, companies instead place display ads on a vast network of sites across the internet.    

So, without further ado, let’s get into the topic. (google ads)

Google Ads Display Network Tip 1: Start with Remarketing

When it comes to the display network, all experts agreed that remarketing is the place to start. A Paid Search Strategist, Mark Irvine, says, “If you’re going to see any kind of return on the display network, it’ll be through remarketing first.”

For those unfamiliar with remarketing, it’s when you use a cookie to follow past site visitors with ads on various sites they visit. Remarketing keeps your past visitors engaged and completes the whole circle of engagement.

Google Ads Display Network Tip 2: Utilise Managed Placements

Managed placements is the only targeting strategy that gives advertisers complete control over where their ads appear. When you use methods like interests or topic targeting, Google is basically making decisions for you and guessing which sites are relevant. Whereas managed placements allow you to pick and choose which sites you want your ads to show up on, making it a safe bet when heading into display ads. 

Google Ads Display Network Tip 3: Let Your Budget Guide You

You need to be extremely careful with your budget because the display is a large space. That is why it’s best to start out small with an amount you’re comfortable testing with. For instance, if you have an impressive list of managed placements, allot more of your budget to that campaign. You can also separate the different placements into their own ad groups so you can put more money into the ad groups that are providing the best returns. (google ads)

Once a campaign or ad group is up and running and providing excellent returns, the next step is allocating more money. Remarketing and display are great because once you get it right, you just need to feed more money and get even more returns. Your reach is pretty much unlimited.

Google Ads Display Network Tip 4: Create Ads in Every Format Available

You may be thinking, “Isn’t creating an ad in every format a waste of time and resources? Why should I create a text ad when image ads outperform this format statistically?”

Your concerns are valid. However, having an ad in every format is important because some websites only support one format. Some people strongly feel about not including text ads; we suggest including them and making that decision later because some placements will only support text ads.

It’s best to utilise both image and text ads but split them into different ad groups. Text ads are displayed often, but people like image ads more because it resonates with them and tells a complete story.

Google Ads Display Network Tip 5: Create Ads That Are Simple and Visual

This may seem obvious, but did you know that 67.5% of ads on the google display network are plain text ads? Despite this, text ads have much lower click-through rates than image ads. That’s why, while text ads are important in display campaigns, image ads are a necessity. However, the ads must be simple, visual, and easy to read. Image ads work best for visually appealing industries, such as travel, where the destination can purely sell itself.   (google ads)

Google Ads Display Network Tip 6: Give Your Display Campaigns the Same Attention You Give Search

For those who are running successful search campaigns, you have probably learned that continuously monitoring and adjusting your account is vital to continue success. You can’t just sit back and relax. Each week you evaluate your account, analyse search query data, adjust keyword bids, set new negatives, restructure campaigns, tweak underperforming ads, etc. This should be the same for display!   

It’s critical to monitor and track your campaign to the best of your ability in order to make changes and improve your return. Since Google’s algorithm is inconsistent, you could be showing on one site for a long time and then lose that placement suddenly due to an algorithm update. Also, your goals determine the metrics you need to focus on. For instance, focus on impressions and clicks for branding purposes and view-through conversions for sales-oriented goals.  

Google Ads Display Network Tip 7: Set Aside Some Budget for Testing

Testing is crucial since Google continuously releases new targeting methods and features to reach people. So, if you’re not experimenting with these updated options, you could miss out on many potential customers.

Once you’ve completed your main goal, use the leftover budget for testing. It’s best to start testing immediately by creating separate ad groups for topics, interests, contextual targeting, and managed placements. It’s better to figure it out at first because it’s impossible to predict what’s going to work and what’s not. 

Final Words

You can amass a very impactful reach on the Google Display Network with the right targeting. The network’s low cost and uniqueness from the competition make it a viable marketing option.

As mentioned, using Google Display Network with tried and tested strategies will surely maximise your ROI. If you follow these tips, you will surely see a difference in your revenues shortly.