In the vast and ever-evolving landscape of digital marketing, Google Display Ads have emerged as a powerful tool for businesses looking to expand their reach and engage with potential customers beyond traditional search ads. Leveraging the extensive “Google Display Network”, these ads have the potential to showcase your brand to a diverse audience across a multitude of websites, including YouTube, Gmail, mobile apps, and partner sites. In this blog post, we will dive into the world of Google Display Ads, exploring how they work, and uncovering the pros and cons of incorporating them into your marketing strategy.
Google Display Advertising: How Does It Work?
Google Display Ads complement the familiar Google Search ads by extending your advertising reach across the Google Display Network (GDN). The GDN includes various Google-owned platforms, as well as a vast array of partner sites, and a significant network of private sites participating in the Google AdSense program.
Here are some examples of display ads appearing on the Metservice.com website:
To begin advertising on the Display Network, you have two primary options:
1. Activating Your Search Campaigns for Display: This straightforward approach involves ticking an additional box in your Campaign Settings, enabling your existing Search campaigns to also run on the Display Network. The ad copy used for your Search campaigns will be used for these display ads as well.
2. Placement-Targeted Campaigns: This option allows you to select specific websites or categories within the Google network where you want your ads to appear. While more commonly utilised by larger businesses, it’s an option worth exploring for smaller ventures looking to target niche audiences.
The Power of Remarketing; Reconnect with Past Visitors
One of the most intriguing features of Google Display Ads is “remarketing.” This technique enables you to show ads to users who have previously visited your website. By tagging visitors with a small snippet of code, you can reconnect with these potential customers as they browse the internet, making your brand much more visible in their online journey.
Remarketing presents a fantastic opportunity to increase brand awareness and entice visitors to return and make a purchase. Have you ever noticed ads from a website you recently visited seemingly following you around the web? That’s remarketing in action—a personalized experience based on your previous interactions.
Pros and Cons of Google Display Ads
Like any marketing strategy, Google Display Ads come with their set of advantages and disadvantages. Let’s take a closer look at both:
Pros:
1. Expansive Reach: The Google Display Network covers a vast array of websites and platforms, allowing you to reach a diverse and extensive audience.
2. Brand Visibility: Display Ads create numerous touchpoints with potential customers, reinforcing your brand message and increasing brand awareness.
3. Engaging Formats: From eye-catching image ads to interactive media ads, the Display Network offers various engaging formats to captivate your audience.
4. Remarketing Potential: Reconnecting with past visitors through remarketing can boost conversion rates and drive repeat business.
Cons:
1. Lower Click-Through Rates: Display Ads typically have lower click-through rates compared to Search Ads due to their passive nature.
2. Ad Blindness: Users may become accustomed to seeing ads and develop “banner blindness,” ignoring or overlooking display ads altogether.
3. Limited Intent: Unlike Search Ads, where users have a specific intent, Display Ads target users based on interests, behaviour, and context, making conversion more challenging.
Conclusion
Google Display Ads opens the door to a world of opportunities in online advertising, helping businesses extend their reach, increase brand visibility, and engage with potential customers in creative ways. Remarketing adds an extra layer of effectiveness by targeting users who have shown interest in your offerings, thereby enhancing your chances of conversion.
While Display Ads may not yield the same high click-through rates as Search Ads, their benefits in brand exposure and remarketing potential make them a valuable addition to your marketing mix. As with any advertising strategy, careful planning, testing, and optimisation are essential for successful campaigns.
So, whether you’re a small business looking to expand your horizons or a corporate giant seeking broader reach, Google Display Ads can become your ally in the quest for online marketing success.
If you’re interested in finding out more about Google Ads and how they might work for your business, get in touch with one of our Web Genius Advisers today.
Have a great week,
Web Genius
