Advertising with Google can bring a lot of perks to your business’ doorstep. Google Adwords has the potential to bring a new audience to your site, boost brand awareness, and even help you convert more, so long as you properly set up the ads.
As a leading Google Ads management agency, we have seen many businesses focus extensively (sometimes exclusively) on search ads, and completely overlook the amazing potential the Display Network campaigns have to offer.
Here’s why this should not be your strategy when it comes to running ads on Google.
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Search Ads vs. Display ads: What’s the Difference?
Search ads are the kinds you run on the search network. They are mostly text ads that get triggered when a search query uses one or more keywords you are bidding on. The search ads will appear right in the search queries, above the organic search results.
And search ads can help you reach your business goals. However, when you advertise on Google, it’s much more effective to leverage the full extent of the search engine’s online reach, and that comes in the form of the Display Network.
The Display Network is a group of more than 2 million sites, apps, and videos that roughly gather around 90% of all internet traffic. Display Network Campaigns will show your ads on the Display Network, to your selected target audience.
Display ads have a few major benefits when compared to regular search ads. For one thing, they are visual in nature and allow you to showcase your product or service more effectively. You can run image ads or video ads that will appear on these sites, videos, and apps.
From there, the user can click your ad and be redirected to your landing page, where your copy can convert them.
You’ve likely seen Display ads before. For instance, if you watch YouTube videos, you might have seen a video ad at the beginning, end, or even middle of the video. If you go to most websites, you’ll see banner ads featured in the header or sides of the page. These are all Display Ads.
Why Should You Bother with Display Ads?
Text ads of the search network are far from useless. But, like with most online advertising efforts, having a more all-encompassing approach will always allow you to achieve the best results.
These types of Google Ads Campaigns present some advantages that regular text ads do not. Let’s look at some of the most compelling things a good Google Display ad campaign can achieve:
What Google Display Ad Campaign Can Achieve
1. Target users based on interest
Display Google Ads Campaigns go beyond the usual keyword+demographic targeting. With these ads, you can also target potential customers based on their interests, meaning how likely they are to be interested in the product or service you have to offer.
For this purpose, there are 3 types of interest targeting to choose from:
- Affinity audiences – based on what people like or their hobbies
- Custom affinity audiences – adding a few keywords to refine your target audience even further
- In-market audiences – targeting people who are actively looking for products or services like yours
This presents an amazing targeting opportunity the search ads don’t offer, as in that case you are only targeting based on demographics, and bidding on specific keywords you want to trigger your ads.
But in the case of Display Ads, you can show to users who are already on the lookout for something you have to offer or have shown explicit interest in it beforehand.
2. Improves Brand Awareness
Google Display Ads isn’t all about the click-through rates, though we will get to those in a moment.
There is something to be said about how much these ad campaigns can help you boost your brand awareness. Because they are visual ads by nature, even those who do not click on your ad will still see you.
Either they will watch an in-app or Youtube video ad, or see your banner on a website they visit, your target audience can get a chance to see your product or service, business name, and other information you choose to show them.
3. Get more information about your audience
You can track your customer journey in Google Analytics and discover a lot more from your audience, like the websites they usually come from, complementary interests you can use in your online advertising, and even which type of ad your target audience responds to better.
The value of gathering this information can never be understated.
4. Better remarketing results
If you want to talk about click-through rates, then remarketing is your best chance at getting a conversion.
If a potential customer visited your site but didn’t convert, you can run Display Ads kindly reminding them to return. Under normal circumstances, you can view this situation as a lost opportunity, but with a Display ad, you can show users ads even with the products they have added to their carts, increasing the odds of them going back to finish the transaction.
5. Efficient ad spending
Like with search ads, you have control over your Display Network ad spend. You can control who sees your ads, where it ends up, as well as the type of conversion you’re looking for, such as only paying Google when a user clicks your ad, not just when it appears in the Display Network.
AIAD Is Here To Optimise Your Adwords Campaigns
At Australian Internet Advertising, we are always ready and happy to assist Australian business owners with all their Adwords needs.
From monitoring several ad groups’ performance to refining your targeting, and even helping you figure out the best format for your ads, our team is here to help. Call us at 1300 304 640 now!
