GUIDE TO BOOST GOOGLE DISPLAY NETWORK PERFORMANCE
A lot of people utilize the Google Display Network due to its effectiveness in terms of remarketing. The Google Display Network has a lot of advertising features, formats, and targeting options. However, regardless of the many features of GDN, the most commonly used approach is its remarketing activity.
When it comes to approaching users who recently viewed your website, remarketing is the key. With remarketing, you can display ads to those who previously visited your site. Whenever they are browsing different sites on the Google Display Network, even if it’s on YouTube, ads will appear that will lead them straight to your site. Remarketing offers a lower cost per action compared to search network activity. Remarketing is also a great bottom of the funnel conversion tool since the people who will see your ads are already family with the brand.
However, the impact of display network advertising is tough to measure because its influence is a lot like subliminal messaging. With that, we can imply that the theory suggests that we will likely take in things around us even if we are distracted by something else at the same time. In other words, the people who will see your ads will likely remember them even if they didn’t focus on looking at your ad.
Before starting any display activity, make sure that you thoroughly research your audience. If not, your budget may go to waste on users who will most likely have no interest in your product or service. If you want to utilize your display activities, take down the following tips to maximize your efforts.
- Enable Audience Segmentation While Maintaining Reach- If you want to get your message through as many people as possible, then don’t put too much-targeting layers in a single ad group. What you can do instead is set up multiple ad groups to diversify the bids on each target combination. That way, you can report better and have a better bid modification without limiting your reach.
- Lean on the Power of Similar Audiences – Advertisers can create targeted advertisements by acquiring customer matches. With customer marches, advertisers can display their ads to their customers or prospects whenever they are browsing YouTube, Gmail or using Google Search
- Use Display Exclusion Lists – Some placements tend to soak up a chunk of the budget. The management may be taking care of the placements poorly, causing a lot of wastage, which you can avoid by using display exclusion lists.
- Test In-Market Audiences – Google identified users who are ready to buy products or services in a specific market. Google calls these users ‘In-Market Audiences’. These kinds of audiences are desirable when they surf the web while they are actively on the hunt for similar products or services that they are searching for
Try Responsive Display Ads – If you don’t want to get creative for every available ad slot, try making responsive display ads. Google will display the best-performing combination when advertisers put in numerous headlines, images, varieties, and logos.