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The particular Straightforward Guide to the Search engines Display Network

Millions of dollars are put into the Google Display System (GDN) every day. But why? Google offers endless choices for marketers to promote their products, so, just how is this network different?

Honestly — because it works .

When industry competitors’ congest search engines, the GDN can be a great choice. With it, there’s less competition for inflated keyword bids, so you’re more likely to reach users actively searching for your own products and services. Though the audience intent is not as strong, you obtain a much lower cost-per-click and many more impressions.

Here, we’re going to explore why you ought to use Google Display Network (GDN), how GDN differs from search ads, and exactly how you can target your GDN ads to reach the right people in the right places.

Why Use the Google Display Network?

The value for GDN boils right down to reach and affordability. Prospecting, brand awareness, and remarketing can come with a hefty price tag when attacked for traditional search advertisements. GDN, by comparison, bypasses lots of costly competition from other systems. There are also endless options for designing your audience targeting.

Ultimately, a person don’t need a fat wallet to set up a campaign via Google Display — you simply need to choose the right targeting aspects for your marketing goal.

With Google’s search ads, you’re essentially throwing out a wide net, which can be largely hit-or-miss, both with whom you’re focusing on and with how you’re investing.

Google’s Display Network, on the other hand, allows you to define your viewers in a way search engines can’t. As you can target more than just keywords, you aren’t limited to the Google results page. Instead, GDN allows you to target websites by audience affinities, in-market sections, and custom intent keywords. You can even hand-pick website positionings that fit your target audience.

The other differentiator is volume. Where do the fancy image ads appear when you marketplace with GDN? Across millions of websites that your potential customers are visiting every day.

Yet really — what’s the between GDN and a basic search ad? Let’s explore that, now.

Search vs . Display Network

You need a different mentality when using Google’s Display Network compared to when you’re using the search system and others available on Google Ads. Let’s define some make use of cases and expectations.

google ads - ppc google search ad example in the google serp

Your average conversion rate with GDN will be a minuscule 0. 7%. Why? Because you’re targeting users that may not be familiar with your brand at all. The particular Google Display Network will be and foremost a tool meant for prospecting plus brand awareness .

The standard CTR for this network continues to be under 0. 5%. But, for targeting prospects beyond search engines and social networks, that’s still pretty good.

example of a google display network banner ad

The next key differentiator is the fact that the user’s main interest is the website articles itself — the screen ad has an indirect, supplementary role in the website’s attract the viewer.

Marketers are usually hoping the prospective user will view their GDN ad along their trip to fulfilling another objective. That makes the user intent distinct from when an ad appears at the top of a Google results web page for a high-intent search phrase. It should be no surprise that the click-through rate and conversion rate for GDN are below 1%.

Unlike with search, there exists a variety of targeting options outside of keywords that span across a network of an incredible number of websites. You can access the majority of internet users through website placements. Your number-one goal along with GDN is finding the right audience size with strict targeting criteria.

There are ways to approach this particular network with tighter, more relevant targeting. Ultimately, remarketing is limitless — however it involves audience development away from Google Ads platform. A few start by exploring the default prospecting options Google provides and work our method toward opportunities customized for the brand and those who have engaged with your website.

Google Display Network Remarketing or even Prospecting?

On the GDN, you can target in two ways. First, you can target potential clients on the internet who may have no previous knowledge of your website, brand, items, or services. Second, you can remarket to users that have engaged with your website in certain form. Option two allows you to leverage the audiences you find in Google Analytics for your internet site. If you don’t have any Google Analytics website audiences built, doing this is incredibly easy — simply set up an audience for a user that finishes specific actions.

options in google display network: demographics, affinity segments, custom interests, in-market, similar audiences, remarketing

Some of the most common remarketing audiences include:

  • General website visitors
  • Customers who have submitted a form
  • Users who have downloaded content
  • Customers who have viewed specific item pages
  • Users who have signed up for an account or trial offer
  • Customers who have completed a transaction or purchased a product
  • Users who have begun any of the above actions but abandoned the page before completing this

Remarketing and prospecting are two vastly different initiatives that you could execute through GDN. Rate of interest cap prefer to focus only on remarketing because reaching customers familiar with one’s brand drives leads and sales for your most affordable cost. However , other businesses aren’t focused on the return as much as generating awareness of their products and services. Everything comes down to your company’s advertising goals.

Google Display Ad Examples

Once you know how to focus on, you’ll want to create the collateral that gets the attention you require from your ad placements. Here are some excellent examples of Google display advertisements:  

1 . SEMrush

semrush google display ad example that reads "do you want to skyrocket your marketing like our clients did?"

The copy of this advertisement does two things:

  1. States the worth (“skyrocket your marketing”)
  2. Provides social proof (“like our own clients did”)

It does this along with large white font across an eye-catching blue history with bold oranges and pinks, making it colorful plus stark enough to entice attention.  

2 . Conversica

conversica google display ad that reads "so many leads, so little time, 451 research examines how intelligent virtual assistants can increase sales capacity. get the research"

Conversica utilizes the top vertical format, which occupies a lot of real estate space on a page, enough to ideally stir any website visitors from “banner blindness. ” Their strategy is not to promote their particular company but rather an offer: study on virtual assistants within sales.


etrade google display ad example that reads: "$0 commissions. get up to $600."

This is one of the skinnier horizontal banners, and E*TRADE utilizes it to make a bold statement: “$0 commissions” in huge letters across the center. The phone call to action (open a good account) is much smaller compared to value proposition so that they recognize the value first before taking activity on it.

Google Screen Network Audience Targeting

Here’s how to achieve success with prospecting and brand awareness GDN targeting:

1 . In-Market Segment Targeting

In-market segments are Google users thinking about broad categories of products and services, which includes real estate, education, home and garden, sports activities and fitness, and more. Google defines these segments depending on users’ historical views, ticks, and conversions on previous content. There are sub-categories regarding specific types of each section, but the criteria Google uses for these aren’t public. The size of each sub-category is easily hundreds of thousands — and sometimes great — of users. It’s safe to say that testing a GDN in-market segment is a good starting point.

However , layering demographic qualifiers, device targeting, and other affinities is necessary to produce a focused pool of users.

in-market segment for targeting

A simple way to control audience size for in-market segments is by comparing with Google Analytics data. The in-market segments on Google Analytics line up perfectly with those on Google Ads. Google Analytics should show you which in-market segments on your site have the highest conversion rates.

Educated guesses for targeting on the Google Ads platform can just only go so far. Google Analytics has the tools for distinguishing and building data-driven audiences from which Google Ads can learn and optimize. Fundamentally, using Google Analytics will help ensure you’re reaching highly qualified users.

2 . Affinity Audience Targeting

Like in-market segments, affinity audiences are Google users with similar interests, including cooking, fashion, beauty, gaming, music, travel, and more. These are very expansive categories of internet users, so it’s equally important to find targeting criteria to narrow down how big is any one affinity interest, or its sub-categories.

affinity category for targeting

Strictly relying on the default options for in-market segments and affinity audiences within Google Ads can leave a giant dent in your allowance for marketing spend. Google Analytics can be a huge assist in pinpointing exactly which affinity audiences yield the highest conversions on your website.

Google Advertisements will also create a “similar” audience based on the Google Analytics’ audience created. These audiences are often more focused in size, making them ideal for testing.

similar audience for targeting

3. Custom Intent Audiences

Custom intent audiences is another valuable contextual targeting method.

How can it work? Simply put, Google can show your advertisements to users who are “likely to be interested” in specific keywords and website URLs. It may also show your ads to people who have recently searched for your suggested keywords.

custom intent audience for targeting

The key difference between custom intent audiences and other targeting methods is that you are not targeting websites that use these exact keywords, and Google is not placing your ad exclusively on specified website URLs. Rather, Google serves your ads to users on various other internet sites that have some contextual connection to the website URL or keyword given to Google.

4. Placement Targeting

Google can show your ads on specific websites when provided with placement URLs. This option offers tighter, more controlled targeting because it limits display ad placements to custom web sites selected by the marketer.

You could be saving money by being so specific, but you could also be missing out on mainstream websites that your audience is more actively visiting.

placement targeting

Simply put, users who visit your website also visit other internet sites. With custom affinity (interests) and custom intent (keyword and URL) audiences, Google can target these users at other online destinations. Picture your specified website as the center of an electronic spiderweb — Google uses the central URL to focus on the users in other URLs within the spiderweb, amplifying your reach to incorporate websites you may not know about.

These websites may or may not have content related to your suggested keyword or URL, but Google knows these websites are sites that users of your suggested key words and URLs also visit.

5. Topic Targeting

Google can show your ads on web pages only about your specified topic. Some of these topics could be similar to interests or affinities, or they may fall outside the default categories that Google offers (e. g., they may be along the lines of hiking, camping, or agriculture).

This targeting is an alternative to researching and selecting website placements for starters interest without knowing the impact of those placements.

Three Key Audience-Building Facets

Now that you know the basic mechanisms for targeting and creating an audience, let us dive into three crucial tips to ensure you build those audiences better. Here are some high-impact areas for tightening audience targeting where it counts.

1 . Select the right devices.

When setting up a display campaign, it’s important to consider where the prospective audience will be using the product and how they will be registering. If the user experience is compromised or not almost as good on a particular device, consider excluding that device altogether.

For example , is mobile really the right platform for the landing page offer? Can your products or services be used easily on tablets and other small devices? If your company produces games or apps, mobile is ideal. But if you’re marketing business software used on desktop computers, mobile targeting could be costly and unnecessary.

device targeting

2 . Select the right demographics and locations.

Google lets you customize several demographics when targeting for a display campaign. For example , age and household income are broken out into seven different ranges. If you know your audience is not within 18-24 years of age, or the top 10% of household income, it is possible to exclude those users when creating ad groups.

There could also be some states in the U. S. or territories internationally to which your business prefers not to drive sales. The bids of those locations can easily be adjusted to redirect your budget to more profitable locations.

location targeting

3. Mark the box for content exclusions.

Before launching a campaign on GDN, it’s easy to make the mistake of skimming past the additional settings for internet sites with explicit content. Some advanced content settings are around for preventing your site from appearing on parked domains, internet sites with sexually suggestive content, sites with sensitive social issues, and more.

Google doesn’t mark these boxes by default, so they must be manually selected to prevent your ads from appearing on undesirable sites.

content labels for targeting

Optimizing Your Google Display Network Results

Now that we’ve explored targeting methods along with specific audience-building factors, let’s dive deeper into the manner in which you might optimize your GDN results.

1 . Assess demographic performance, and then recalibrate if necessary.

Some of your audience demographics may be ideal for old-fashioned marketing but could perform poorly in a digital setting. Even after setting up specific demographic and location targeting, it’s important to review the performance of what hasn’t been excluded. For instance , there are some demographic categories (e. g., “unknown”) and ages (e. g., “65+”) that may become costly after launch.

demographics for targeting

– Assess placement performance and use those analytics to continually improve.

Google makes it simple to review where your ads are appearing on a daily or weekly basis after campaign launch. You can find this information under “Placements -> Where Ads Showed. ”

placements for targeting

Filtering placements by unusually high spend or CTR can quickly identify web sites that are more of a sudden threat to your campaign’s health. If you’re considering bulk exclusions, you may find it helpful to export web placements within the timeframe of “all time”.

Focus on blocking the duplicate placements that yield no results, since repeat offenders are a higher priority than websites that appear once with only a few impressions. After identifying duplicates, review the relevance of these sites, how much they have spent, and whether they have led to any conversions.

3. Consider which ad style and location will yield the best results.

There are two main ad types available for a GDN campaign — standard image ads and responsive adverts. Standard image ads have a number of formats, including square, rectangular, skyscraper, and banner. These ads are an image-only display option. Listed here is an example:

example of a banner ad by webmechanix

Responsive ads, on the other hand, offer a combination of text and image options that display in many different formats, depending on where the ad appears. The complete ad comprises three image types, up to five short headlines, one long headline, up to five descriptions, and a business name. The short headlines and descriptions rotate to find and show the best-performing combination. Here’s an example:

examples of banner ads by webmechanix

If you’re limited promptly, budget, or creative resources, it can be tricky to know which display ads will work best for your campaign, and you may well not want to risk time testing different ones. If this is the case, it’s important to note studies show that 300 x 250 and 728 x 90 receive more impressions than other ad formats. Half-page ads and large rectangles receive higher CTRs than other ad formats, as well. So if you’re not sure where to begin, try out the rectangular formats and leaderboards!

example of a banner ad by webmechanix

Figure Out Whether Google Display Network May be the Right Choice For Your Business

You can amass a highly powerful reach on the The net Display Network with the right towards targeting. The network’s goog price, as well as the separation from the competing investors, makes it a viable marketing substitute.

This guide has covered a great many audience-building and optimization components to help you hit the ground turned on with Google Display Connection campaigns. Whether you’re only starting or have some room during improvement, check out the custom potential leads capabilities to see if one can work for your next campaign.

Editor’s note: This post was most originally published in May 2019 and has been updated for comprehensiveness.

The post The particular Straightforward Guide to the Search engines Display Network appeared first on Social Media Ding.

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