AdWords Display Ads: What They Are and Why You Should Use Them?

September 24, 2018

AdWords Display Ads: What They Are and Why You Should Use Them? | AIA Book in a free 30 minute strategy session

Online marketing is a battle of wits. It requires a lot of your creativity to reach out to your target audience and make them interested in your products. Fortunately, you have a wide variety of terrific tools at your disposal that can help you create ads that will stand out among your competitors. 

One such tool is Google’s Display Network, part of the AdWords online marketing services.

If you want to succeed in the overly competitive digital world, then you need to master any weapon that might give you an advantage. Otherwise, you are sailing a rowing boat in a huge, wild ocean. In less poetic words, you have a very small chance of growing your business. You might get some customers, but your competitors are sailing warships over there.

With that in mind, here’s everything you need to know about Display ads.


An Introduction to the Google Display Network

Google Display Network

Google’s Display Network is one of the largest internet advertising networks out there. Unlike the search network, where your ads show at the top of search engine results whenever users perform a Google search, the Display network broadcasts your advertisement when an internet user is browsing a website.

It features millions of websites and wide targeting options that enable businesses to display their marketing message in a variety of formats, whether we’re talking about text ads or image ads. To put things into perspective, the Display Network accounts for over 20% of Google AdWords. That’s impressive!

One of the great things about the Display Network is that it allows you to determine where your ads will show and who will see them. So, if you have an insightful understanding of who your target audience is and the websites they are likely to visit, then you can reach out to them in a helpful and relevant way. Not to mention advertising on this platform is cheaper than the search network.

The Type of Ads You Can Promote on the Display Network

dispplay netowrk types


A lot of business owners wrongly assume that image ads are the only advertising possibility offered by the Display Network. The reality is that a Display campaign can encompass a variety of ad formats.

  • Text Ads

The Google Display Network allows more than one text ad in an ad display. Although they can be less visible or attractive, you can test different text ads and combined targeting to shape an elaborate strategy. These type of ads usually consists of a headline and two or more lines of text. Google can optimize the formatting of your ad automatically and make it blend with the content of the website where it is displayed.

  • Simple Images and Animations

The human brain processes visual information better than text, making image ads more effective at capturing your audience’s attention than their text counterpart. Add an animation, and you can take your Display campaign to a new level of engagement. For instance, you could make the CTA button stand out in a quirky way.

Make sure, though, that the content of your ad is relevant to your audience’s needs. Otherwise, instead of drawing people to your landing page, you will just create a flashy pop-up that annoys everybody.

  • Video Ads

The Google AdWords system has broadened its reach by including YouTube in the network. It’s the best channel you can use to target your audience with interactive video ads.


Targeting Options

Display Network Targeting Options

If there’s one thing you need to learn about Google’s Display Network is how to use its targeting capabilities to advance your marketing efforts. It can make the difference between a successful display campaign and one that falls short and doesn’t deliver.

Here’s what you need to know:

  • Contextual Targeting

Just as with any search ads, targeting relevant keywords is perhaps the most effective way to connect with potential customers. But here’s the thing: while advertising on the search network requires you to intuit the keywords your target audience is likely to use when looking for a solution to their problems, on the Display Network you only need to you come to up with a list of key phrases related to the content of the website your prospects are visiting.

  • Targeting by Topic

Another excellent way to broaden your reach is by choosing the topic of the pages Google will display your ads. For example, if you are a kids’ clothes retailer, then make sure that your ads appear on parenting blogs. It may sound obvious, but you would be surprised how many business owners target random websites without a clear strategy in mind. Check your Google analytics stats regularly to see if there is any high bounce rate from a certain display network topic.

  • Placement Targeting

This targeting option requires you to choose specific websites where you want your ad group to appear. If you already have a list of pages that generate clicks and you want to keep on using it, then you should continue placing custom ads there.

  • Targeting by Interest

Similar to how the search network works, targeting ads by interest relays on the data acquired by the user. Google monitors users that regularly visit similar pages and marks their interests accordingly.

Of course, if you want to ensure the success of your AdWords display campaign, focusing on one targeting option or ad format alone won’t do the trick. Google’s Display Network works best when you’re combining methods and showcase them to people who match specific criteria. Sure, the number of prospects who will see your ads will decrease, but you will acquire relevant leads who are more likely to convert.

Online marketing with its vast array of tools and options can be hard to navigate, especially if you are starting out. It wouldn’t hurt to get specialized help and learn how to make the most of your advertising budget. With Australian Internet Advertising, you have a team of experts on your side that can help you increase your leads online.

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