{"id":20962,"date":"2023-10-03T13:09:08","date_gmt":"2023-10-03T13:09:08","guid":{"rendered":"https:\/\/c1mdev.com\/c1m.ai\/?p=20962"},"modified":"2024-08-14T17:30:26","modified_gmt":"2024-08-14T17:30:26","slug":"the-essentials-of-google-display-ads","status":"publish","type":"post","link":"https:\/\/c1mdev.com\/c1m.ai\/the-essentials-of-google-display-ads\/","title":{"rendered":"The Essentials of Google Display Ads"},"content":{"rendered":"

There are several forms of online advertising<\/span> \u2013 and all of them have a place<\/span> in your\u00a0digital marketing strategy<\/a>. Google<\/span> display<\/span> ads are a key part<\/span> of this strategy<\/span> because they serve a few important purposes in growing your business<\/span> through the power of marketing<\/span>. When used correctly, they\u2019re a critical tool<\/span>. But too often, they\u2019re misused or overlooked. Let\u2019s discover how, when, and why you should add display<\/span> ads to your digital<\/span> advertising plans.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>What Are Google Display Ads?\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

\u00a0<\/span>Google<\/span> display<\/span> ads are a part<\/span> of the GoogleAds (formerly Google<\/span> AdWords<\/span>) network.<\/span>\u00a0While\u00a0Google search ads<\/a>\u00a0appear on the Google<\/span> search<\/span> page<\/span> itself, display<\/span> ads appear on other websites as a combination of images<\/span> and text. They\u2019re also often called banner ads<\/span>, though they can be any shape.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>Google<\/span> display<\/span> ads appear on any site that is part<\/span> of the GoogleAds network. You can select who you would like<\/span> to see<\/span> your ads in a wide variety of ways. You can choose people<\/span> by\u00a0<\/span>demographics, like<\/span>\u00a0<\/span>age and gender, or audiences, like<\/span>\u00a0<\/span>interests or what they\u2019re looking to purchase. Display ads also let you retarget customers<\/span> who have already\u00a0<\/span>interacted with your business<\/span>.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>Why Do You Need Display Ads?\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

\u00a0<\/span>Display ads lack the very high click-through rates<\/span> of search<\/span> ads. This is because with search<\/span> ads, buyers have very high buyer intent<\/span> \u2013 they\u2019re searching because they\u2019re ready to make a purchase. That translates to high click-through and conversion rates<\/span> because you don\u2019t need<\/span> to do much persuading.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>But that doesn\u2019t mean display<\/span> ads aren\u2019t valuable. They just serve a different purpose.\u00a0<\/span>\u00a0<\/span><\/p>\n

Keeping Your Business Top of Mind<\/h4>\n

\u00a0<\/span>Most leads<\/span> and prospects<\/span> won\u2019t purchase your products or services they first time they visit your website<\/span>. They wait to do additional research, to compare prices, or they just get distracted. They might even visit your website<\/span>, load up their shopping<\/span> cart, and abandon the page<\/span> and their cart suddenly. It doesn\u2019t mean they weren\u2019t interested \u2013 they just weren\u2019t quite ready to make a purchase.\u00a0<\/span>\u00a0<\/span><\/p>\n

For prospects<\/span> like<\/span> this that have shown interest, they just need<\/span> some reminding and a few nudges to become customers<\/span>. That\u2019s where display<\/span> ads are valuable. They allow you to remind consumers of the great products they just saw, sometimes with an enticing offer. Google<\/span> lets you do this by retargeting \u2013 capturing enough info from your site visitors<\/span> to follow them around the web<\/span> with your ads. When you put a pair of running shoes<\/span> into a virtual shopping<\/span> cart, leave the site without making a purchase, and see<\/span> those shoes<\/span> following you around the internet all day \u2013 that\u2019s retargeting.\u00a0<\/span>\u00a0<\/span><\/p>\n

Increase Awareness of Your Brand<\/h4>\n

\u00a0<\/span>Display ads aren\u2019t just useful for prospects<\/span> who have already interacted with your website<\/span>, though. They are also a great tool<\/span> to drive brand awareness<\/span> among people<\/span> who have never heard of you but would probably be interested in your product<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Why are display<\/span> ads such a great tool<\/span> for brand awareness<\/span>? Because they offer an opportunity for a strong visual<\/span> statement<\/span>. Unlike search<\/span> ads, which are mostly text, you can use display<\/span> ads to create a visual<\/span> signature for your brand<\/span>. This could be through the use of compelling images<\/span>, strong and contrasting colors, or pictures of people<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

And creating brand awareness<\/span> is most useful if you can refine your audience<\/span> to your ideal<\/span> customers<\/span>. Google<\/span> display<\/span> ads allow you to do this through Google\u2019s targeted audiences. That running shoe company<\/span> we referenced above? They can target their ads to people<\/span> who have running as an interest, and include other sports too. Or they can target a specific age and gender if they know those are the people<\/span> who are more likely to buy their shoes<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

How Google Display Ads Work\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

Creating Your Ads<\/span><\/b>\u00a0<\/span><\/h4>\n

Google<\/span> display<\/span> ads are easy for even a company<\/span> with no graphic designers<\/span> or web developers<\/span> on staff to use. Ads come in two\u00a0<\/span>types<\/span>:\u00a0<\/span>uploaded<\/span> and responsive. If you\u2019re a large company<\/span> with a whole marketing<\/span> department, you might opt for the uploaded<\/span> option. This allows you the most control over what your final ads look like<\/span>, as you must create an ad<\/span> for each size of ad<\/span> space<\/span> and mobile<\/span> devices.\u00a0<\/span>If you\u2019d like<\/span> to design<\/span> your ads yourself, you can use\u00a0<\/span>free\u00a0<\/span>mobile<\/span> apps like<\/span>\u00a0<\/span>Canva<\/span>\u00a0<\/span>to create beautiful ads according to your vision.\u00a0<\/span>\u00a0<\/span><\/p>\n

But this is a lot of work for smaller businesses<\/span>. That\u2019s why Google<\/span> has a responsive\u00a0<\/span>display<\/span>\u00a0<\/span>ads option. You will<\/span> enter in short and long headlines<\/span>, a short description<\/span>,\u00a0<\/span>your logo, and a few images<\/span> (and video<\/span> if you have it). Then, Google<\/span> will<\/span> create and optimize an ad<\/span> for each page<\/span> to fit whatever device and ad<\/span> space<\/span> you have. You<\/span>r<\/span>\u00a0description<\/span> often won\u2019t be included due to space<\/span> restrictions, so make sure your images<\/span> and headlines<\/span> tell a story on their own.\u00a0<\/span>\u00a0<\/span><\/p>\n

Buying Your Ad Space<\/span><\/b>\u00a0<\/span><\/h4>\n

Google<\/span> display<\/span> ads run on a\u00a0<\/span>live\u00a0<\/span>bidding<\/span> system, much like<\/span> their search<\/span> ads.\u00a0<\/span>When you\u2019re eligible to place<\/span> an ad<\/span> on a web<\/span> page<\/span> (according to your targeting<\/span> parameters), your ad<\/span> will<\/span> automatically be placed into an auction for space<\/span> on that page<\/span> with your competitors<\/span>. Your ad\u2019s position on the page<\/span> is determined by your\u00a0<\/span>maximum cost-per-click bid and your Quality<\/span> Score \u2013 a measure of\u00a0<\/span>the relevance of your keywords<\/span> and the quality<\/span> of your ad<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Since display<\/span> ads are less effective at getting immediate conversions<\/span> than search<\/span> ads because of the buyer intent<\/span> factor, they cost much less than those search<\/span> ads.\u00a0<\/span>\u00a0<\/span><\/p>\n

Converting Clicks to a Sale<\/span><\/b>\u00a0<\/span><\/h4>\n

Getting your ads up and running isn\u2019t all you need<\/span> to do to maximize your success with Google<\/span> display<\/span> ads. After all, the ads are just one part<\/span> of your marketing strategy<\/span>. Once a prospect clicks<\/span> through your ad<\/span>, the journey to a sale has just started.\u00a0<\/span>\u00a0<\/span><\/p>\n

You can increase your conversion rate<\/span> by ensuring your landing pages<\/span> for your ads match the look, feel, and keywords<\/span> of your ads. You want the experience to be as seamless as possible for your prospects<\/span>. That way, they don\u2019t get confused or frustrated before they can make a purchase.\u00a0<\/span>\u00a0<\/span><\/p>\n

Measuring Your Results\u00a0<\/span><\/b>\u00a0<\/span><\/h4>\n

\u00a0<\/span>Every ad<\/span> campaign must have a plan to measure results once the campaign is launched. Google<\/span> will<\/span> help you do a lot of this work \u2013 they have sophisticated analytics in place<\/span>. But you need<\/span> to regularly access them and check if you\u2019re achieving your goals, and see<\/span> what\u2019s working well and what needs to be changed.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>You should look at your\u00a0<\/span>bid amounts for your ad<\/span> groups or\u00a0<\/span>campaigns<\/span> regularly. That\u2019s because you can adjust the amount you\u2019re bidding<\/span> on each one. Try<\/span> setting your max bid higher on better-performing ad<\/span> groups, and lowering it on ads that aren\u2019t getting you big results.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>Looking at your Google<\/span> Analytics reports for referral traffic<\/span> can give you more ideas for websites to target for advertising. Your Referral report will<\/span> tell you which websites drive traffic<\/span> to your site.\u00a0<\/span>This is important because it gives you insight into which sites have audiences that could benefit from your product<\/span> or service<\/span>. Try<\/span> targeting<\/span> those sites for ads and see<\/span> how they d<\/span>o \u2013 you already know they have a relevant audience<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>Driving Your Success<\/span><\/b> with Google Ads<\/span><\/h2>\n

\u00a0<\/span>Google<\/span> display<\/span> ads are a key part<\/span> of a thoughtful and comprehensive digital marketing strategy<\/span>. If you know your digital marketing<\/span> needs work but don\u2019t have the time to do it yourself, give C1M a call. We work with you to build a strategy<\/span> that matches your business<\/span> goals, targets your ideal<\/span> customers<\/span>, and gets you real results you can measure. Grow your business<\/span> with us today.\u00a0<\/span>\u00a0<\/span><\/p>\n

Contact us today!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

There are several forms of online advertising \u2013 and all of them have a place in your\u00a0digital marketing strategy. Google display ads are a key…<\/p>\n","protected":false},"author":1,"featured_media":20963,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[1183,777],"class_list":["post-20962","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-display-ads","tag-google-ads"],"_links":{"self":[{"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/posts\/20962","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/comments?post=20962"}],"version-history":[{"count":3,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/posts\/20962\/revisions"}],"predecessor-version":[{"id":23062,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/posts\/20962\/revisions\/23062"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/media\/20963"}],"wp:attachment":[{"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/media?parent=20962"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/categories?post=20962"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/tags?post=20962"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}