How to Use Google Display Network Targeting.
What to know about how to increase ROI in AdWords.
Advertisers know that their customers live on the internet. They search the web to help research a product or find a solution for their problem. Google AdWords and Google Display Network are great ways to grow your online advertising efforts.
What is Google AdWords?
Google AdWords is a paid search advertising technique. It brings the keywords and search results you pay Google to display to the top of the page. That way, anytime anyone searches your business name, or a keyword associated with your campaign, you are at the top of their search results. This is helpful for businesses to grow their brand awareness, retain market share, and those businesses without a strong SEO campaign.
Who should use it?
Businesses of any size can benefit from using Google AdWords. It’s broken into two parts – the search and the display network, which focuses on taking digital ads and displaying them across websites after a Google search has been performed. Because the Google Display Network is so extensive – there are a lot of websites that they will display ads on – and because they offer flexibility to limit search budgets (where your business or keywords will stop displaying on search or on GDN once your preset budget has been set), it can be scalable to business of any size. You can even put limits on who will see your results – for instance, if you’re a mom and pop store with a presence in only one city, you can set Google AdWords to only show to people searching from a certain number of miles from your location.
Here are some ways that those businesses who choose Google AdWords as part of their marketing strategy can increase their effectiveness.
How to Master Google Display Ads and AdWord Campaigns
Understand how you’re measuring ROI
Is it clicks? Impressions? Conversions? The best way to know if AdWords are a cost-effective addition to your marketing plan is to make sure you know what your goals are.
Keep your message simple
AdWords campaigns and GDN ads are limited to a certain number of characters or so much room on an image. Make sure you have a concise, focused message that will resonate with customers and help them connect with your brand.
Pick clear, attention-grabbing images
This is especially true of the display network portion of AdWords. If you want to showcase your product, show clear pictures of that product, someone using your product, or a clear image of your logo. Consumers see a lot of images and ads in a day, so you want to make sure yours stands out. While most ads displayed on GDN will be relevant to their past search or browsing behavior through contextual marketing, it’s still important to make sure that you’re matching the right images to that relevant, receptive audience.
Remember to adjust
Google is all about providing analytics that shows a clear relationship between your campaigns and consumer engagement. If you are running an AdWords campaign that isn’t bringing in the traffic you’d hoped, take time to tweak it and relaunch it. Pay attention to what works and what doesn’t – whether it’s different visuals, copy, or keywords.
Has your business used the AdWords program to create display advertising or paid search advertising? Have you seen greater brand awareness or search traffic? How do you feel about Google display and paid ad search as a marketing tactic and part of an overall marketing and advertising strategy?
