Advertising has its own language--and a digital advertising marketing strategy is transforming that language with an assortment of new terms--terms that often represent new ad types. Take Google display ads, for example. Most digital media advertisers are familiar with Google search ads and likely rely on them to market their products or services. Google search ads appear in Google search results, which is straightforward enough. Google display ads, on the other hand, appear on the marketing platform partners' websites and applications. These websites and applications collectively make up the Google Display Network (GDN) and literally reach up to 90% of internet users. If you'd like to reach more internet users with your ads, read on. It can also serve to enhance customer experiences and overall user experience.
Google Marketing Platform Ads and the GDN
Google commands about 65% of search ad double clicks and controls more than 70% of the search engine optimization (SEO) market. Marketing teams flock to Google measurement solutions because its search engine ads provide them with a great ROI--to the tune of about 200% for an ad campaign. But Google has more to offer ad managers with its Google Display Network of marketing solutions. The network is the integration center and consists of millions of websites and applications that have an agreement with Google. These sites and apps allow Google to display ads for a fee. So, if you want your ads to show up on GDN member sites like YouTube, you create Google display ads. The difference between the two ad types, aside from their placements, is that advertisers have more control over their branding and can create far more dynamic advertisements.
Google Display Ads vs Google Search
Of course, when plotting your advertising campaign, it's all in the new name of increasing revenue, but with limited marketing dollars, where do you put the lion's share? In Google display ads or Google search ads? This is an important question, but it's got a simple answer. It's often cheaper for advertisers to go with Google display ads. Many advertisers simply get priced out from advertising in the search sections. Google search ads are more aggressive and, they're more targeted than the Google display ads that are displaying to users who are just casually browsing websites. Nevertheless, advertisers can and do increase revenue with Google display ads.
Can I Make Money with Google Display Ads?
The first thing that advertisers need to know when considering a Google display ads campaign is that it will cost them a fraction of what a Google search ads campaign would cost them. That alone makes the GDN worth investigating. Yes, the search ads are associated with a higher click-through rate, but display ads can boast clicks too--just not as many. But just consider, let's assume the cost-per-click with a search ad is roughly $2.30, while the cost-per-click of a display ad is less than $.60. There's some definite cost savings here, but how does this translate into increased revenue? Aren't there variables? Of course.
Making Bank with Google Display Ads
Google search ads may be better optimized for conversions, but Google display ads are ideal for brand reach, brand recall, and brand loyalty. By targeting optimally, creating a winning ad (that's always the trick), and developing conversion-friendly landing pages, you can certainly make bank with Google display ads--and still spend just a fraction of what you'd be spending if you went the search ads route.
The key to winning with Google display ads is effective targeting. This alone can make or break your ad campaign. When using the Google Display Network, you'll have different targeting options available to you. You can rely on keyword targeting, demographic targeting, placement targeting (choose which websites where your ads will appear), topic targeting, and interest targeting. You can also retarget. This option allows you to retarget users who have already visited your large or small business website. As an added feature, you can even set up your display ads so they will NOT appear on certain websites (i.e., gambling sites or sites with mature content). With so many options, advertisers must choose wisely as these choices pave the way to success or its opposite.
A creative and dynamic search campaign ad is another variable to consider. A top-shelf ad can be a game changer. And, if you're wondering how to make one of those, employ the following tips:
- Imagery: be sure you're using simple, eye-catching imagery. Don't clutter your ad with too much. A clear, attractive photo is often the gateway you're looking for to entice clicks.
- Savvy copy: advertisers should consider using language that implies urgency or that inspires curiosity.
- Call to action: be sure the ad features a clear call to action "sign up," "get started," "click here" are all simple yet effective CTAs.
Unlike search ads, advertisers have a lot of room to express creativity in display ads. In some ways, these ads allow a brand to shine far more than they could in Google search results.
Don't Neglect Your Landing Pages
You've gone through the work of creating a winning ad and have targeted that ad optimally. If you've gotten the right individual to click, don't lose them with an ineffectual landing page. That landing page is a portal to more money for your ad campaign. Be sure your landing page has headlines and clear calls to action. These are easy for users to read and take in within mere seconds. Other best practices for landing page creation include:
- A single purpose (that's expertly outlined)
- Include company logos or testimonials
- Provides only the most essential information
- Asks only for necessary user information
- Displays no navigation bar
It might be worthwhile to revisit the basics of great landing page design or reach out to a Facebook ad agency to help. At this point, there isn't much left to do but chart your revenue increases or tweak what's not working.
If your Google display ads aren't making money, you'll know why because you should be taking the time to pour over the analytics. Is it the ad? Is it the targeting? Is it the landing page? What's sabotaging your good fortune? Be sure you rely on Google analytics 360 as your campaign manager to determine how effective your campaign is and where its shortcomings lie. Since the buy-in rate is lower, you might be fine to experiment, but you can still lose a lot of money by failing to find the right formula.
Your best chance to make money with Google product display ads is to carefully consider how you target your ads and who you target to. Then, craft your ads and landing pages with your brand and audience in mind. Once you begin to make money, you've got a winning template, and that's something that can inform your future Google display ad digital marketing campaigns too.