Do you run Display Campaigns? Would you like to learn a more effective way of running profitable ads? Google Display Planner may be the answer.
Google AdWords is divided into two distinct networks; the first is the Search Network, and then the other is the Display Network. When you decide to run ads on the Google Search Network, your text ads will appear on the search engine result pages (or SERP). The display Network allows companies, businesses or brands to put display ads on an extensive network of websites on the Internet.
However, there is a big misconception that these ads are placed only by big brands. In actuality, medium-sized brands and even small websites can use this advertising platform to their advantage. And many do!
Why Should You Use Google Display Advertising?
Google has boasted that its ads display network covers more than 90% of all website and Internet users. This is the main reason why it should be your top choice. However, this broad network and audience reach isn’t the only reason you should use it. Don’t discount its ability to target and engage users in a wide variety of ways. Because of its several functionalities, the Google Display Network a very lucrative and profitable platform for advertisers when used properly.
How to Use Google Display Planner for an effective Campaign
Below, you will find an outline of the most effective ways to make use of the Google Display Network, Display Planner, and AdWords to run more profitable ads.
1. Determine the Purpose of the Ad
The first step to take before creating an ad is to know the goal or purpose of the ad campaign for your company.
There are two objectives or purposes for creating ads (and you should know them). The first is to create awareness and the second is to drive traffic or push call-to-actions or conversions.
Some ads are designed to attract you to a brand and create brand recognition. Others encourage you to take specific actions (like app downloads) or draw traffic which helps the site get page views. Awareness ads are measured by impressions, while traffic or call to action ads are measured by clicks and conversions.
You need to understand which you want for your brand and your choice must be that which will bring a long-term result.
2. Determine Who Your Customers Are and Where to Find Them
The display planner allows you choose the keywords for which your ads are built on. You are encouraged to first run a thorough research to know what your potential customers are searching for and are talking about.
The Google keyword planner is a potent tool which can help you understand the various search terms and how often they are searched for on the internet. Remember Google display network powers over 90% of website ads. This cannot be taken lightly.
Having your ad seen is never a problem. Having your ad seen by the right people definitely can be a problem if proper targeting is not deployed. To determine where to find your customers, you must use the keyword planner – effectively.
3. Set Aside Time for simple A/B tests
I don’t want to be too “technical” here (so I won’t).
A/B testing allows you run short tests which help to determine which ads will work and which ones, need tweaking to work better. You don’t grow by not making mistakes. Fail forward fast is what we suggest. It’s even better when these mistakes help you make the right decisions.
When you run a short A/B test, you’ll know which keywords to use. Then you can implement the necessary changes in your main campaigns, and determine which ad sets work best for you. Time and other resources such as design and copy have to be invested in such tests as well. But only make singe changes at any given time, so you’ll know if those changes are working or not.
Another reason the Google Display Planner AD Network are great is that of their excellent targeting ability. You can target based on several options, listed below.
Placement Targeting: This is simply choosing the type of websites you want your ads to be displayed on. This targeting option allows you the luxury of selecting where your ads are shown provided the sites are on the Google display network (GDN). The Google display planner will help you discover sites in your desired category.
Contextual Targeting: This targeting is among the most utilized. It allows you chose keywords for which your ads will be served. To this end, your ads are displayed depending on keywords on publisher sites. You provide your desired or specific keywords, and Google does all it can to display your ads on sites having or centred on the chosen keywords.
Topic Targeting: This allows your ads to be displayed on sites which have certain topics only, as you have chosen. There is a significant disadvantage here; your ads might show up on websites which are unrelated to your site, just because they discussed your chosen topic in brief.
Interest Targeting: With interest targeting, you can target your ads to be displayed to users based on their interests and activities on the internet. Google drops cookies in the browsers of users, and this allows them to be tracked by Google, and they are served ads based on their interests. These cookies are called ‘DoubleClick cookies.’ Google, however, will not store private data of these users, like who they are, what they do, etc.
5. Create Compelling Offer(s)
To start with, you must realize that this is not a search ad, where results are served to users based on what they are searching for at a point in time. Here, your ads are served to people whose attention is on the site they are browsing on, and your ads are simply marketing tactics. For this reason, you must create offers that are compelling and irresistible. These offers have to be relevant to the page the users are browsing on and also it must be useful to these users. The relevance of the offer is a significant factor if the ads will do well or not.
6. Create Killer Landing Page(s)
If your goal is to build an email list, it is on this landing page your offer will be released, and emails collected. Your landing page must be simple and direct to the point. Do not include irrelevant stories or information. Wherever you send your Display Ad traffic, be sure it’s in line with what users are expecting when clicking on your ad.
7. Create Compelling Ad Copy:
Your ad copy should be designed to flash your offers in the eyes of users or your potential audience. They should be short, captivating and easy to decode. Your ad should also contain an element of suspense, which will prompt users to want to know more. Doing this will compel them to click through.
Remember Google drops cookies in browsers? That’s Good! Now you can use remarketing to make your ads even more profitable. Remarketing is targeting users who have visited certain areas on your website or who visited specific pages. This data allows for precise targeting so that your ads show up to those that you want to see them.
- Related: Creating Remarketing Lists in Google Analytics
- Related: The Benefits of Using Google Analytics for Remarketing
Have any questions or tips about using the Google Display Planner? Leave them in the comments section below!