Content Marketing Blog

5 Google Display Network best practices that drive campaign ROI

Ever seen an ad pop up at the bottom of the YouTube video you’re playing? How about a banner ad that appears at the top of the screen of the page you’re reading? Well, unless you’re using an ad-blocker, it’s more than likely — almost guaranteed — you’ve had an experience with the Google Display Network (GDN).

Perhaps the less heralded of the two Google ad platforms, the other being Search, GDN is an entryway to reaching massive online audiences with display ads. Advertising through the display network ensures your campaigns find diverse consumer groups across daily internet activity, whether they are reading up on the news, watching a cooking video or browsing cat pictures.

However, while GDN represents a powerful medium for increasing brand awareness, many marketers may be unfamiliar with the platform and how to optimise campaigns for superior ROI. To help, here are our five GDN best practices:

What is the Google Display Network?

But first, a bit of an intro to the Google Display Network. Essentially, it’s a service for displaying online ads to users based on context, location or personal demographics. Whereas the Google Search Network places text ads on search result pages, GDN ads are displayed across websites, apps and videos.

There’s a bit of a trade-off in that relationship. Search ads will reach users who are active in buying or researching products and brands that are similar to your own. The Google Display Network is more passive, but can be a strong driver of brand awareness. According to Google, its display network comprises more than 2 million websites and reaches more than 90% of internet users. Ads you place through GDN have incredible potential to find relevant audiences early in the buying cycle, which marketers can achieve using targeting settings and other available tools.

For instance, you can:

  • Re-engage users who have visited portions of your site;
  • Target broad match categories such as footy fans or millennials;
  • Or display ads based on websites they’ve visited.

Marketers almost have too many options for supercharging display advertising campaigns, but these five best practices will help you get the most out of your Google Display Network efforts.

1. Use dynamic remarketing

Have you been served an ad based on prior browsing or search history?

That’s remarketing, and in this context it’s when display ads are shown to previous website or mobile app visitors.

Consumers, when researching or buying, visit multiple pages multiple times. Remarketing is a way to bring those audiences back; and dynamic remarketing is a way to leverage GDN for higher campaign ROI.

Remarketing begins with tagging your desktop and mobile site thoroughly. Google has some tips for making this less time-consuming (hint: container tags), but having your entire site tagged means visitor cookies will create better records of visits and return better data. With that information you can segment remarketing lists, remove inhibiting language or location exclusions and develop informed ads.

When launched, your campaign may reach users in a mobile game or an ecommerce site and remind them about your brand and products, potentially even offering an incentive such as a discount.

Dynamic remarketing takes all this one step further by making the ad experience more personalised.

By setting custom parameters in your site tags, you can reach past visitors with ads about the exact products or services they viewed previously. If you have multiple categories, dynamic remarketing could help hyperfocus campaigns.

2. Create responsive ads

While search ads are mainly text, the responsive format combines both text and image ads, and are a must in display campaigns. In fact, responsive ads are becoming the default for the Google Display Network, so you better upgrade sooner or later.

There are a good number of different ad formats and sizes, but creating content for all the permutations can be difficult.

Responsive ads solve that challenge.

You write your descriptions and headlines, choose imagery and upload your logo, and Google will optimise them for performance. The ideal result is an ad that blends in with the main website.

The responsive ad format is an asset-based one, meaning the images you choose have to be high-quality and relevant.

While you could certainly find that in Google’s free library, uploading your own images is the best route, as it gives Google options. If you’re a sports equipment business, pictures of athletes in action are a good way to elicit reactions or click-throughs from visitors. Video content is also supported as responsive ads, which can add variety to what remarketed or new users will experience.

3. Expand your audience targeting

While remarketing is a powerful tool, the sheer reach of GDN across millions of websites and apps makes it a bountiful platform through which to find new and related audiences.

Contextual targeting, ad groups and the Similar Audiences feature give marketers precise tools with which to discover and convert potential customers.

Firstly, contextual ads depend on keywords and topics you input to find relevant sites that track with your brand. The relevancy of keyword or topic to central themes of a website decide whether your ad is displayed, so be as accurate and specific as possible when classifying ad groups.

Also, remarketing comes into the picture here, as similar audience profiles can be generated by using remarketing data from past traffic. Google Ads then analyses the browsing history of your remarketing list to develop characteristics and shared interests of similar audiences. Machine learning keeps this audience list updated as it continually gleans more about your existing base to identify potential customers.

Some recommendations Google makes for similar audience targeting is to:

  • Use automated bidding. Google has different costing modes depending on whether clicks or conversions is the goal;
  • Keep growing your remarketing, not only to meet minimum requirements, but also to increase the pool and develop better insights;
  • Optimise landing pages associated with display ads to create a better pitch or ad experience.

4. Leverage managed placements

Most display ads are based on keywords or topics, but there’s a way to further pinpoint specific websites and apps within the network that you want to display on: managed placements.

With managed placements, you choose on which website page, mobile app, video or ad unit your display ad shows, allowing you to gain exposure on targeted sites, either because of high traffic or relevance to your brand.

If you’ve done research to build buyer personas, you might have developed a list of publications your audience spends time on.

Maybe your financial services startup targets customers who subscribe to The Financial Review, or visit Business Insider or Entrepreneur.com. Managed placements can get your display ads in front of those exact readers.

Alternatively, if you know subscribers to your health and beauty services watch makeup tutorials, you can target those videos within the Google Display Network.

One thing to keep in mind is competition can be high depending on the site or app you choose.

Displaying on high-profile sites can be accomplished, however, by upping your bids. You can adjust them over time, but increasing bids could get you over the hump to begin with as you increase exposure.

5. Get sponsored on Gmail

Not only can Google Display Network campaigns gain access to millions of sites and mobile apps, but also Google properties — like Gmail.

The email platform, among the most popular options for businesses and consumers, is included in the display network, allowing marketers to appear at the top of the inbox. Such a position is highly valuable: According to Adobe, Americans spent an average of more than 5 hours a weekday in email, 3 hours in work inboxes and 2 hours in personal mail.

Gmail ads give brands a way to connect with potential customers through a more personal forum, and different ways to engage. Sponsored ads look like a collapsed email at first, but when clicked on can open to a landing page, a video, or a form.

Some ways to target your Gmail ads include marketing to:

  • Affinity audiences: users with shared interests or who are interested in topics relevant to your business.
  • In-market audiences: users who are actively considering buying a similar product, or who’ve submitted a related search query.
  • Customers going through life events: users whose browsing and search history indicate they may be moving, starting a family, graduating university, starting a retirement savings account or getting married.

Other ways to focus a Gmail campaign include automated targeting and customer matching. These Google features help optimise your targeting across Gmail and show ads to users based on existing audience data, respectively.

The Google support pages and forums for display network campaigns and ads can be a bit of a rabbit hole. But poring through the guides and best practices can only help your campaign performance through the GDN. Just remember that responsive ads, managed placements and similar audience targeting are all good places to start.

Castleford