According to Google Ads, Google Display ads are featured on internet content via Google – this can be on videos or websites. These ads are featured on something known as the Google Display Network. The Google Display Network is an assortment of two million sites that come across the laptops and smartphones of 90% of the world’s internet users.
Whether you’re a large or small business, executing a winning Google display ad campaign requires a creative mind, knowledge of your market or industry, and above all else, the ability to get the most out of the platform itself.
Google ad displays require knowing what will work best for your specific campaign. What size should your banners be? How do you create them?
In this post, we’ll take a closer look at what Google display ads are and how they work, helping you develop a strategy that will work for your business and its mission.
What are Google Display Ads and the Google Display Network?
Google display ads can be one of the most powerful ways to raise your business or product’s digital profile. But engaging in a successful and fruitful Google Display ad campaign requires planning, forethought, and an intimate understanding of how to optimize your use of the system.
There’s a key distinction between Google Display ads and Google Search ads. Google search ads appear instantaneously when people browse Google for keywords on your product or service. Display ads appear on sites specifically set aside for the Google Display network.
There’s no guarantee that Display ads will connect with the audience you’re looking for, but it does put you in front of a specific demographic that your business could potentially appeal to. It’s a way to branch out beyond Search ads with more specificity and purpose. Using Search ads successfully can sometimes feel like picking a needle out of a haystack. With Display ads, you minimize the risk of not reaching your target audience.
What Are the Benefits of Using Google Display Ads?
Every company has (or should have) some sort of digital strategy for reaching customers online. Google offers one of the best platforms for doing just that, and Google Display ads can be a useful part of your online marketing strategy. According to Google’s documentation on Google Display ads, there are multiple benefits to using their program.
Below are just a few of them:
It has tremendous reach.
You can build campaigns.
Google provides you with access to over 35 million websites and/or applications worldwide. These sites operate on Google outlets such as YouTube, opening up a world of possibilities beyond Google's already powerful search engine.
Developing a successful ad doesn't have to be a one-off, but can and should be part of a sustained, strategic series of ads. Google provides you with tools that can help you generate leads and website traffic in a way that optimizes your sales numbers. You can get more eyeballs on your ads which will lead more people to your product or service.
It is relatively inexpensive.
For the impact it can deliver, Google Ads delivers quite a high ROI.
It has the tools in place to connect you with new or returning customers.
There are two tools, in particular, Google has that help you find your audience: optimized targeting, which puts you in front of the customers most likely to convert, and smart bidding, which taps into the power of machine learning to help you optimize your conversion rates and conversion value.
The positives of using the program for your ad campaign are clear. So how do Google display ads actually work?
How Google Display Ads Work
Here’s how to start your Google Ads campaign:
Login using your Google Ads account credentials
Select "Campaigns" followed by "New Campaign"
Choose "Display Network only" for your campaign selection
You can then pick the kind of targeting you’d like to do for your campaign. The different types of ads include responsive display, uploaded images, videos, and Gmail ads.
In terms of what Google Display ad sizes you should aim for, that depends on what device you plan for it to be viewed on and what kind of ad it is. Google has extensive guidance on what size you should pursue for your Responsive Display ad.
Google display ads are operated through the Google Display Network. This network assists you in locating your ideal customers with refined targeting. This puts your message in front of the people most likely to be receptive to it.
The first way Google Display Network does this is through audience segmentation. This is the ability to split your audience into distinctive demographics, filtered by the categories you choose. Google allows you to find potential audience members by socializing your message with those who might want to buy from you.
While segmentation is a powerful tool to help you win new business, that isn’t the only market it will help you serve.
This segmentation can also be used to refresh your relationship with past customers or site visitors. You can then provide a new or improved offer to this group, retaining their business. This is known as remarketing. Google Display ads’ remarketing capabilities help you retain older customers by adjusting your offering.
Another capability Google provides is automation. With automated targeting, you can discover the segments with which your ads perform best. You can find out which segments are driven to your site landing page. Learning this information, Google Ads can automate its optimization, appealing to these audience segments on a consistent basis. Additionally, automated bidding enables you to change your ad bid as needed to ensure an optimized ROI.
Google Display Ads Help You Reach the Right Audience at the Right Time
In closing, Google doesn’t just offer you tools to develop a campaign – it also equips you with the tools you’ll need to analyze and adapt your campaign to fine-tune its performance. This helps you drive more conversions with a better understanding of what kinds of ads are successful. From there, you can then optimize your approach and convert more leads into sales.
Google Display ads help you put your message in front of the right audience at the right time – and with a well-planned strategy, it can pay off big for your business.