Google supplies a comprehensive list of topics.
Secondly, campaigns can be built around audience
Audience selection can be broken down into three types: Affinity audiences, these are designed for broad-stroke, large campaigns; Custom Affinity Audiences, which narrows down your audience further using keywords; and In-market Audiences, to find people who are actively researching and considering the purchase of products.
Custom affinity audience
It is also possible to use geographical targeting to build your campaign. You may wish to target people in a specific region, places they visit, or even where that person is at that very moment.
Do experiment with targeting websites by topics, audiences and locations. Your mission here is to customise the ad based on who and/where it will be seen. Ensure the messaging and visuals will engage your target market.
What if I want to serve my ads to specific sites?
You can also choose to place your ads on specific sites through Managed Placements. Managed Placements can be used in conjunction with a general campaign, where ads are placed automatically by topic, keyword or location.
You may find that after running previous campaigns, specific sites have worked better for you than others and it’s worth your while to advertise directly on these sites – especially when you consider that the sites your display ad is served to on a general campaign can change over time. Don’t lose the benefits of serving ads to these sites by selecting them through managed placements.
You may choose to use a different bid structure for these specific sites to make your bid more competitive. You know these are guaranteed sites that your audience frequent so invest in them.
Do experiment to find out what type of ad works best where – visual ads typically generate greater Click Through Rates (CTRs), but some sites still require text ads so you should always have both artwork options available.
Not sure what size ads to create? Google lists the top performing display ad sizes to take the pain out of the process. The more sizes of ads that you have in your campaign, the better as you are not limited by the number of websites where your ads can be placed.
Advertise to the people who have already visited your site
Remember that holiday you researched the other day? Well, you may be seeing ads for the flight a few more times in the coming week if the retailer has a remarketing campaign in place.
Despite their reputation, remarketing campaigns can provide easy wins by re-engaging already interested parties. At their heart, these campaigns drive loyalty by re-engaging customers, even if they have never bought anything from you.
Consider the following when setting up your remarketing campaign:
1. Install a remarketing tag on your website
Do install remarketing tags on your site. You can download the code from your Google AdWords account. Even if you are not ready to implement a remarketing campaign, doing so will let you generate a list of visitors to your site for future campaigns.
2. Segment your website visitors
First break down your website visitors into prospects and converted customers. You will want to create a remarketing campaign for each. It is important to remember that you cannot remarket to people based on sensitive information. Read the Policy for advertising based on interests and location for full details.
i) Prospects: Identify how close to purchase the prospect got. Did they just check out the About us page? Did they make it to a specific product page? Or did they abandon their cart at the checkout? How close they got to purchase will determine which ad (and call to action) you serve them.
ii) Converted customers: This group can be identified by the fact they were served your completed transaction page. Don’t disregard them. They obviously liked your product/service enough to invest once. Take the opportunity to upsell them with a complementary product or service.
3. Set the timeframe of your campaign
The longer your campaign runs, the higher the likelihood that your audience will get ‘banner blindness’ to your creative.
4. Establish impression capping
There is also the risk that being ‘haunted’ by your ad could start to grate on the nerves of your prospects. Impression capping allows you to restrict the number of times a person sees the ad per day.
5. Remove converted customers from campaign list
The last thing you want to do is waste your money remarketing a product or service to customers who have already converted. Assigning your campaign a negative audience means that customers are automatically removed from your GDN campaign when they have converted.
6. Test, review and hone campaign
Review the size, format, creative and call to action of your campaign artwork on a regular basis. Try A/B testing different versions of your campaign to find out which gets better results.
Don’t forget the landing page. Where you send people when they click on your display ad is as important as the creative itself. The goal is to make it as easy as possible to purchase as possible. Remember, it’s really important to have continuity between the ad and the landing page (whether a website page or dedicated landing page).
What about cost? How do I set the price of my campaigns?
Once you have outlined your objectives, you can use your campaign goals to determine which payment method you will use.
The options for managing the cost of your campaign are as follows:
1. Cost per click (CPC)
What: You pay when someone clicks on your ad, not for impressions.
Why: To build traffic to your website
How: Set bids.
Best practice is to operate your campaign on a 3:1 ratio (3 display banner ads: 1 text ad).
2. Cost Per Acquisition (CPA)
What: You pay when an ad leads to a conversion on your website.
Why: Your goal is sales, email sign-ups and other online transactions.
How: Set a target CPA of the average amount you’d like to pay for a conversion.
If you are operating a 30 day campaign then best practice is to use 70% of your spend in the first 15 days of the campaign to attract customers. Then the remaining 30% of spend can be used in the second half of the campaign to remarket to those potential customers.
From start to finish the set-up process is very quick. The GDN will lead you through the steps and you can have a campaign live within the hour.
How do I measure the success of my campaign?
Well done! You’ve set up a campaign and it’s up and running. What now? In the next section, we’ll detail what to consider when analysing your campaign data.
Here’s the deal. It can be easy to create a campaign, but tracking and analysing your results on a regular basis is the only way to make sure that you optimise your campaigns. Therefore, here are a few things you should remember when reviewing your display campaign.
1. Don’t be fooled by ‘false clicks’ from mobile apps
When caught up in the excitement of a mobile game or app, it is often quite easy for people (especially children) to click an ad accidentally, pushing up your CTR and skewing your campaign results. Consider this when analysing the success of your ad and consider excluding any troublesome sites from future campaigns. Many people choose to remove mobile advertising from their campaigns altogether to avoid the cost of their campaigns being pushed up by people accidentally clicking on their ads.
2. Do test, analyse and repeat
Like any other digital marketing campaign, marketers need to take the time to refine GDN campaigns. Test, measure and fine-tune every campaign, even when they are relatively small.
The display summary page provides an overview of activity and can be great for analyzing performance:
3. Do start small
On that note, to get the most from your ad budget, we recommend that you start campaigns small. Not only does this allow you to find out what works, it saves you from expensive failures. Once you’ve found your magic formula, you can increase your campaign spend.
Most people view display as an adjunct to their paid search campaigns. While the two should be run separately, the campaigns can (and should) complement each other.
Search advertising targets users when they are actively looking for something specific, but display catches them when they are on the web page and in the process of researching. In simple terms, search campaigns capture demand, display campaigns generate demand.
There’s no question that display network campaigns are a great way to grow your business. Their reach is comparable to television, but the pricing is unparalleled. On the GDN you are not paying for impressions, but when someone clicks on your ad (in a PPC campaign) or for a conversion (in a CPA campaign). As a branding exercise alone, it is fantastic.
The Google Display Network’s reach is unquestionable and a considered campaign can build awareness, sales and loyalty. Think of it as the perfect one-two punch.
Now it’s your turn to try GDN
So, you’ve decided that GDN is where you want to play and you want to start a campaign. It’s time to put what we’ve taught you into practice.
Take the first step by clicking the image below to access our FREE eBook: 50 Search marketing tips to make your campaigns soar:
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