Google Ads mistakes can cost you a tremendous amount of money. As a digital marketing agency, we have seen the worst and best practices in this field.
Below, we've outlined 5 steps that you can take to ensure the success of your Google Ads Display campaigns. Without being exhaustive, we'll also cover dynamic and responsive ads, as well as the targeting options available for Display campaigns.
1. Lack of remarketing campaign
Remarketing is one of the highest return on investment marketing solutions, targeting users who have previously visited your website. Therefore, you should collect these users and then create a list of those who have already visited your website and encountered your product or service, so that you can more easily retarget them and get your message across.
Remarketing ads also help to deepen brand awareness and increase the engagement of potential users who are about to make a decision.
2. Dynamic remarketing
With dynamic remarketing, we can not only retarget users who have previously visited our website, but also show them the exact products and services they have already viewed and shown interest in. If you run an online shop, for example, this is particularly important to remember, as this targeting can be particularly useful to convert potential customers into paying customers.
3. Lack of site exclusions
Google Ads allows you to block sites where it is not financially worthwhile for you to advertise - i.e. where you pay a lot per click, so the cost per conversion is high.
There can be several reasons for high conversion costs, the most common being that the site is not being visited by potential users for your business, so they are not really interested in your product or service. In this case, it is likely that you have used the wrong targeting or have not narrowed down your target audience properly. These are the pages you should exclude from your ad display locations, which you can do in the “Placements” menu.
5. Lack of Responsive/Adaptive advertising
Responsive ads are automatically resized, displayed and formatted to perfectly fill the available ad space. All you need to do to create them is upload various ad elements (images, headlines, logos, videos and descriptions) and Google Ads will automatically create the ads that appear on the Google Display Network. With the right application, other ads already created and running can be made more effective.
The key is to provide as many images, descriptions and titles as possible - taking into account keywords - to make the ads as relevant and unique as possible at each impression, and to combine elements to appear on as many ad platforms as possible.
Responsive ads can be optimised using the "Ad Strength" sign next to the ad, which shows an "Excellent" rating as the highest score.
5. Use of only 1 type of targeting
Ads on the Display Network are displayed to certain types of users, in certain contexts, for certain types of content or on certain devices, depending on the type of targeting.
You can also target user groups, specific audiences (users visiting your website or looking for a specific product) or demographic groups (such as young men), as well as specific keywords or topics.
Let’s see what types of targeting are available within the Display network:
Targeting by target group:
- demographic data
- enquiry
- segments within the market
- remarketing
- similar audiences
Content targeting:
- topic
- placement
- keyword
Device targeting:
- computer
- mobile
- tablet
Summary
To get the best results from your Google Display campaigns, there are several factors to consider. First of all, it's important that your message reaches the relevant target audience. In addition, you should target people who have visited your website before, as they are more likely to convert. It's also essential to be effective, both for yourself and your potential audience, so it's important that your ads are as well matched to your advertising platform as possible and only run on platforms that are financially optimal for you.
#promobox#If you are still unsure about how to manage your campaign, feel free to contact us!##
