6 Tips For Supercharging Google Display Network Performance


The Google Display Network (GDN) remains the largest contextual advertising network on the Internet.

It is also an economical way to jump into the market for awareness and re-engagement.

Chances are, your target audience Can be found on GDN.

The targeting options are endless. From reaching a new audience with awareness efforts to re-targeting your existing customers, the Google Display Network is an effective place to find the results you’re looking for.

With the inevitable step towards automation google adsIt is important to understand the levers and mechanisms that you can manipulate to reach optimum performance.

In this post, you will find six tips that will help you with automation while maintaining control over your campaigns.

1. Remarketing Campaign

An obvious one, but it’s the biggest opportunity ever: If you’re ever going to see any kind of return on the Display Network, you’re most likely to see it. remarketing,

Remarketing allows you to submit a cookie through your website visitor’s browser.

You will then be able to display targeted ads to those website visitors when they also visit other sites on the Google Display Network.

This may sound a bit scary, but Does it work Due to the fact that people who see your ads are already familiar with your brand.

Plus, remarketing has been proven to deliver low CPAs, making it a great option for advertisers working on a smaller budget.

Here’s how to set up a basic remarketing campaign to target users who have previously visited your website:

1. Set up remarketing and add remarketing tags on all pages of your website.

2. Set up Remarketing Lists Use the Audience tab in the Google Ads shared library,

Create new remarketing lists from the Audience tab.Screenshot by author, March 2022

3. Within a few days, your “All Visitors” list will start populating. As mentioned above, you can monitor this through the Audience tab in AdWords.

4. Once your selected list is received At least 100 visitors within 30 daysYou are ready to start remarketing.

To set up a new campaign, click +Campaign, then select your campaign objective. To enable all features, select “Create a guided campaign without a goal”:

Select No objective to get all the features in Google Ads campaigns.Screenshot by author, March 2022

5. Select your campaign type for “Display Network only”:

Google Ads Campaign TypesScreenshot by author, March 2022

6. Choose One target location, Language: Hindi, bid strategy, Budget, And Campaign name,

7. Click save and continue,

8. Name your first ad group, set your default CPC bid (if applicable). Click How have they interacted with your business? Under ‘Audience segment’:

Choose from different audience segments.Screenshot by author, March 2022

9. In the ‘Choose a Category’ drop-down menu, select From different segments including website visitors, app users, customer lists, and more:

Choose the different ways users interact with your business.Screenshot by author, March 2022

10. Choose one of the remarketing lists you’ve created earlier Audience tab. In this example, we’ll target ‘All website visitors’:

Example of selecting remarketing lists in Google Ads.Screenshot by author, March 2022

11. Click save and continue If you want to create your own ads, or skip ad creation If you want to do it later.

12. Once your ads are created, they are eligible to be shown to all previous website visitors whenever they are browsing the site on GDN.

There are many useful posts on How to optimize remarketing campaignsIncluding how to set up appropriate frequency capping and monitor performance.

2. Target Similar Audiences

equal segment facility Google tries to find people in Ads with the same interests and browsing habits as your remarketing audience.

If you’ve already set up remarketing, I recommend targeting similar segments in your own ad groups to see if you can increase performance.

To target similar audiences, set up a new Display campaign and click ‘Similar to Remarketing Lists‘ option in the Display Network targeting setting:

Google lets you choose from similar remarketing audience segments.Screenshot by author, March 2022

Similar audiences can help you expand the reach of existing remarketing campaigns to bring new users to your site who have the same browsing habits as previous website visitors.

Pro Tip: I would always suggest splitting remarketing lists and similar audiences into separate campaigns to monitor relative performance rather than grouping them into a single campaign.

In general, similar segments will have a much larger audience pool than your remarketing lists.

3. Focus on Placement

everyone Targeting options available to advertisers The best way to gain detailed control over where your ads are shown on the Google Display Network is to . to use managed placement,

If you use targeting methods like interests or topics, Google is essentially guessing which sites are relevant, which means your ads run the risk of showing up on irrelevant websites.

By targeting placements, you can choose exactly which sites you want your ads to appear on, so it’s a safe option for advertisers just getting into display advertising.

To set up placement targeting, navigate to your Display Network campaign’s targeting settings and selectPlacement‘ from there ad targeting drop down:

Placement targeting in Google AdsScreenshot by author, March 2022

You can then choose specific appointments from the list by searching for keywords or specific websites:

Placement targeting options in Google Ads.Screenshot by author, March 2022

If you have a list of high performing placements (websites), you can start dividing them into different ad groups.

Then, you can more effectively manage your bids on the appointments that are providing the best returns.

4. Look for Mobile Apps

Are you using keyword, topic or interest targeting?

Has it been a while since you’ve been monitoring the appointments your ads are showing?

If so, chances are mobile games are wasting a big chunk of your budget. This is an issue that has cropped up mainly due to children using their parents’ mobile apps, which often leads to accidental clicks of ads.

How to check if mobile games are taking up a portion of your performance budget: Navigate to your Display Network campaign, click Placement tab for the campaign (under “Content” on the left), and then click “See where your ads appeared”,

Easily find out where your ads appeared with Placement Reporting.Screenshot by author, March 2022

You have the ability to exclude mobile apps as a whole or at a category level. Tips on how to exclude can be found Here,

5. Target an In-Market Audience

in-market audience Those are the people Google has determined to be most interested in what you have to offer based on their browsing behavior and activity.

This audience includes users who are Actively searching for and comparing products and services that match the products and services you offer.

To see if an in-market audience is a successful targeting method for you,’Interests and Remarketing‘ tab.

Choose in-market audience from drop down before checking what kind of audience You’ll want to target:

Target users who are actively in-market for your product or service.Screenshot by author, March 2022

From there, you’ll find several different categories and subcategories of in-market audiences:

You'll find many different categories and sub-categories of in-market audiences.Screenshot by author, March 2022

Pro Tip: To get a fair idea of ​​whether this targeting method might work for your business, make sure you split your in-market audience targeting into a separate campaign.

Then, pay close attention to the placement report to further improve performance over time.

6. Use Responsive Display Ads

Gone are the days of relying on static image testing to understand what resonates the most with users.

In fact, responsive display advertising This is now the default ad type for this campaign. They are also showing more often than static ads because of the available inventory.

Responsive display ads take a combination of titles, descriptions, images and videos (if applicable) that you choose for your campaign.

Google then mixes and matches based on the ad inventory available to show the most relevant ads to each user.

Here’s an example of creating a responsive display ad in the Google Ads interface:

How to Create Responsive Display Ads.Screenshot by author, March 2022

As you add your assets, the interface will update in real-time. Google will also benchmark your advertising potential based on the variety and amount of properties being provided.

The interface will also show examples of your ads being faked across various Google properties, such as websites, apps, and Gmail.

Conclusion

The Display Network is a goldmine of opportunities if you use it properly.

Google’s reliance on automation can make or break campaign performance,

By choosing the right levers to pull in your campaign settings and selecting the most relevant audience, you’ll have more control over campaign performance.

It’s always a good idea to double-check the settings when setting up campaigns, as well as stay up-to-date on any industry changes affecting your campaigns.

more resources:


Featured Image: sambi/Shutterstock





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