Google Advertising Cost – What is the Google Display Network?
The Google Display Network is one of the biggest ad networks on the internet. By using this network, you will get access to over a million sites. Here are some tips you should know about the GDN.
1. Use remarketing as a tool for success
Remarketing is a technique that allows you to deposit a cookie when someone visits your site. Thus, on subsequent visits to the display network, they will see your ads on different sites. Remarketing has a high conversion rate compared to targeting new clients.
2. Target similar audiences
This technique allows you to target audiences that have similar interests to those on your remarketing list. This technique has been shown to be quite successful.
3. Target ads via the placements feature
When you choose topics where you want your ads to appear, you are making it hard for Google to know what you want. However, if you tell Google where you want the ads to appear, it will reduce the chances of your ads appearing on irrelevant sites.
4. Use mobile games
Mobile games are one of the best ways for you to advertise your products. A good number of people spend long hours playing games. It is an uninterrupted forum for you to reach your audience.
5. Target an in-market audience
An in-market audience is a group of people that Google has determined to have the most interest in what you have to offer. The audience is arrived at based on the browsing behavior on the net.
6. Use Gmail ads
These types of ads appear in the inbox of a target’s Gmail. This type of advertising is quite successful. The reason for this is that most people will click on a message in their inbox even when they know it is an ad.
7. Avoid combining the search and display networks
These two networks are quite different. If you attempt to use both of them as one, it could end up being quite unprofitable for your business.
8. For each targeting method, create a display ad group
There are different targeting methods you can use on the display network such as topic, keywords, and remarketing. Each method should have a unique group. After analyzing the results, you can choose the group with the highest success rates.
9. Avoid following the default setting of GDN ad setup
The default settings imply that you need to use keywords in the display network. However, you should keep in mind that the settings could be tweaked. Adjust your campaign to use other methods of targeting.
10. Use exclusion
You may want to filter out certain demographics from your campaign. That way, you do not end up with wasted advertising dollars. Exclusion simply means ensuring that certain people will not get to see your ads.
11. Test your efforts
Just like other methods of advertising, you need to perform constant testing on your campaigns. One of the most common methods is the use of split testing. It allows you to know if certain ads could be better with just a few tweaks.
12. Keep mobile and desktop campaigns separate
Mobile users and desktop users have different frames of mind. You need to conduct enough research to find out what will work for desktop users and what will work for mobile users.
13. Avoid serving junk ads
To do this, you should switch off your ads in error pages and parked domains. If ads appear in these sites, viewers may develop a negative connotation towards them.
14. Do not combine your text and image campaigns
While texts have been shown to have better ROI than images, all of them have their benefits. You should ensure that you run separate campaigns. Combining them may dilute your efforts.
15. Size matters
Certain sizes of display network ads perform better than others do. You must be careful about sizing when creating an ad. That alone could improve or destroy your ROI.
16. Spruce up your ad
Do not use the same style that was used in the old banner ads. Instead, try to make the ad look like a teaser to an article. Essentially, you should ensure that your ad generates curiosity in the mind of the reader.
17. Know what to optimize first
At the beginning of your campaign, you should mainly concentrate on optimizing for cheap clicks. Later on, you can concentrate your retargeting efforts towards ensuring conversion rates are high.
18. Check which ads are performing well
Even when your campaign is having a high rate of ROI, there are those areas that will be under performing. Check the entire campaign and find them. Ensure that you eliminate them. Concentrate most of your effort on only the best performing ads. If one area of your campaign appears to be losing, do not spend too much effort on it. Those precious resources could be used on the successful areas.
Summary
If you were going to run a GDN campaign, your best bet would be to hire a campaign manager. However, if that is too expensive for you, spend as much as possible to educate yourself on what it all entails.