Google Adwords Display Advertising – Connect with the right customers, at the right time and find the moments that matter!
Today I would like to share some tips around increasing online demand and building stronger brand awareness via Google Adwords Display Products across PPC networks with high reach and high volume of top and bottom funnel searchers ready to connect with your brand. I hope that the overview of the best Google Display features will help you introduce your company to a wider audience and effectively build more interest around your brand online for maximum acquisitions and sales.
Why Google Adwords display advertising?
The Google display network (GDN) reaches up to 95% of all web users, who are actively browsing through different websites and engaging with online content provided by various site publishers. The GDN is a unique network, which can connect your businesses with large audiences and help you tell the online world who you are, explain what your products or services are and encourage users to interact with your brand. It can be a great product to boost the volume of your new customers online.
Explore the world of Google Adwords Display Tools – See what options you have available in Adwords:
GDN keyword and placement targeted strategy
The most basic approach to Adwords display advertising is to set up keyword or placement targeted campaigns and design strategies based on automatic or managed site placements available within the Google network. Advertisers can select their target keywords and let the Google system trigger targeted banner ads every time is finds a match between the search terms and website content.
This is normally the best way to test the strength of your brand and your website on the display network and measure conversion rates and revenue performance against search results.
Contextual keyword targeting
Keyword targeted campaigns will allow advertisers reach users based on keyword searches performed across publishers sites. Google’s sophisticated display technologies can scan and understand web page content based on factors such as keywords, frequency of words, linguistics, and page structure to ensure that advertiser’s ads are being shown to relevant audiences online.
Businesses can choose to connect with potential customers via an automatic placement selection (based on target keywords) performed by Google’s automated systems. This means that sites do not have to be researched and handpicked for this project –the display technologies will take care of this job for you and will keep targeting relevant to your search terms.
Placements are locations on the display network where your ads can appear to large audiences looking for your products or services. A managed placement can be an entire website, an app, or certain pages from a site or even an individual ad unit that you specifically choose to show your ad on.
If you would like more control over the placements your ads are showing on, you can try managed placement settings, which allow advertisers to add specific domains to their targeting lists and specifically run display ads on sites, which are already driving a lot of value such as referrals and conversions. Keywords are optional when choosing this method of targeting. You can simply select your target URLs and control ad visibility via bidding optimisation as you know that traffic on those placements is going to be relevant to your products or services and deliver profitable results.
I recommend using the Google display planner tool as it can be helpful in finding the right sites for your business with the right volume of traffic and banner ad requirements for your display strategy.
Advertisers can also add interest categories to their PPC ad groups in order to connect with users interested in products and services they offer online – even when searchers are browsing websites or using apps not directly related to these products and services. This is another way how you can boost reach and traffic in your display campaigns.
Adding interest categories to your ad groups allows you to reach people based on their interests as they browse pages across the Google display network. You have the option to choose site placements from a high number of online categories, from furniture and cars to fashion and electronics and your ads will trigger to people who are relevant to products or services you offer online. Depending on your advertising goals and the stage of the conversion process your customers are in, you can control and add different interest categories to your ad groups from in market buyers, affinity categories and other categories.
Google systems use a combination of user’s current page information and browsing history when choosing what kind of banner ad to show on the display network. The thresholds used to determine if someone is likely to have an affinity for certain content are specific to each interest category. Many online searchers have long-term interests related to a topic and they may visit dozens of pages a month related to that topic.
Google teams are working on enhancing this targeting strategy and trying to provide advertisers with even more intelligent data when selecting audiences. Google GDN experts are constantly fine-tuning the logic and factors used in interest targeting to better predict certain actions for a user interest such as clicks and conversions for Adwords advertisers related to the interest category.
Keyword, placement and interest or topic based targeting strategies can additionally be enhanced with geographical, language and demographic targeting – depending on how much you know about your customers and online audiences. If you know that certain cities in the UK drive more revenue values to your sites and you have a good understanding of which age groups, genders or educational backgrounds will interact better with your advertisements – you can start using this data in making informative decisions and improve your strategy further.
Google remarketing is a feature that allows advertisers reach users who have previously visited their sites, and show them relevant ads across the web and when they actively search on Google web platforms based on different onsite user behaviour and level of interaction with a website. This technology lets you remarket to users who viewed certain content on your website, browsed through your products but left without completing a purchase or simply abandoned your checkout shortly after they expressed buying intensions and many other visitor types.
Remarketing is not only an effective direct performance tool but also a great brand awareness booster as it can be used for numerous targeting strategies from simple user page views remarketing to complex multi domain user journeys, targeting high AOV or high frequency conversion visits, new or returning traffic, customer groups with no spending history over last 3 months and many other rules, which can help you generate more revenue and awareness around your business. You can find out more about different remarketing solutions and targeting rules in my blog at PPCadsUK
GDN Dynamic Display Ads
This new technology allows advertisers to run free product level remarketing ads and reach users who viewed a product specific page on your website. Dynamic display ads will become active if you have your Adwords accounts integrated with Google Merchant Centre accounts as the system uses product images as banner ads directly from your product feed. It also transfers real time product prices and product titles into the ads for a highly targeted result.
You can customise your dynamic ads with the style elements of your brand, or simply upload your logo and let Google’s auto-optimised layouts feature do the rest. Potential customers on your dynamic remarketing lists will see unique display ads tailored to each of them individually, based on their browsing history on your site and conversion activity.
Unfortunately this great feature still has a limited country availability status however when it will become accessible for all online businesses – without a doubt it is going to be great high reach tool to bring your unconverted audiences back to your site.
Despite of the fact that the Google display network attracts broad audiences and has an enormous reach; it can still be a great web platform for smart and strategic targeting tactics and expanding your brand reach. The more you know about display tools, reporting facilities, targeting logic and algorithms and your customer behaviours, the better results you are going to achieve. Go and give it a try and see if this a suitable web platform for your business brand advertising needs.