Optimize Your Ads with Google Ads Display



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In today’s uber competitive marketing environment, it is critical that companies take advantage of every tool available to maximize their brand visibility and create conversions. One of these tools that companies cannot afford to overlook is the Google Ads Display service. Google Ads Display heightens and extends a company’s reach, provides specific targeting options, and increases the chances of conversions when the audience wasn’t even necessarily looking to act. If you are not using Google Ads Display, you’re completely missing out. And, if you are using it, you still may be missing out! Partially, at least, depending on how well you are using it. Thankfully, this blog is going to help you understand and apply the best current Google Ads Display practices so that you can maximize visibility and conversions for your own brand!




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What Even is Google Ads Display?


Before diving into Google Ads Display best practices, I wanted to provide you with a detailed description of what Google Ads Display is and how it works. Google Ads Display is a service provided by Google that works to display ads across the Google Display Network. The Google Display Network is nothing more than millions, maybe billions (perhaps trillions?), of websites and apps that are accessible to the Google engine. GAD allows companies to disseminate engaging ads of all kinds - banners, images, short-form videos, and more - to their target audience. The GDN includes over 3 million different apps and websites that companies can use as hosts for their visual ads via Google Display Ads.


Google Ads Display Best Practices


Now that Google Ads Display and why it’s important has been adequately explained, we can now examine the best current Google Ads Display practices as described by the article “7 best practices to elevate your Google Display advertising campaigns.” This section will examine each of the seven best current GAD practices, explain what makes them effective, and provide examples of how to implement them. 


  • Use Responsive Display Ads - Responsive display ads are the default ad type within Google Ads Display. Responsive display ads work by combining multiple pieces of material that the user uploads into different variations that are tested to determine which combinations work best. This ad type forces the user to sacrifice a little bit of creative control, but that sacrifice usually pays off. Google’s algorithm does an excellent job of crafting ads, placing them in various places on the internet, and optimizing them.

  • Create a Wide Array of Assets - In order to maximize the effectiveness of certain ad types (such as responsive display ads), it is essential that Google has access to enough material with which to create and experiment. It is essential that anyone seeking to maximize the effectiveness of GAD upload a wide variety of creative content that Google can use. This creative content includes images, logos, and ad copy.

  • Create Multiple Ads Per Ad Group - Having multiple ads per ad group (ideally 3-4) allows you to test different pairings of images and messaging. This allows you to discover which combinations resonate best with your audience and push the most conversions. Some examples of images and messaging that can be used for experimentation within GAD are product images, lifestyle images, benefits-oriented messaging, promotional messaging, and problem-solution messaging.

  • Separate Remarketing Campaigns from Brand Awareness Campaigns - Remarketing campaigns specifically apply to potential customers who are already aware of your business and may already be considering making a purchase. These types of customers do not need to be shown ads that are focused on increasing brand visibility. In order to ensure that your remarketing campaigns and brand awareness campaigns stay separate, you can manually choose to exclude your remarketing audience from your GAD audience.

  • Keep Your Display Ads and Landing Page Consistent - Your display ads are just a stepping stone to your landing page. Your ads create interest in you or your products, and your landing page closes the deal. For this reason, it is imperative that your ads and your landing page are consistent and that they are aligned with each other. Make sure that things like colors, fonts, and images are consistent. 

  • Use Google’s Advanced Format Options - Although responsive display ads are typically the most effective ad types that GAD offers, some brands don’t think that responsive ads align very well with their brand image and offer static ads instead. If this is you, it would be wise to utilize Google’s advanced ad format options to optimize static ads as much as possible. Google’s advanced ad format feature services to enhance uploaded images rather than create new ones. Advanced enhancements include smart cropping, creating videos from manually designed and uploaded content, and autofitting for various formats.

  • Test Keyword Targeting - Google Ads Display allows you to pair your ads with keywords. Pairing your ad with certain keywords increases your chances of displaying your ads to your target audience. If you already have a list of successful key words, pair some of those with your ad content, and don’t be afraid to test new key words.



Personal Thoughts

Prior to this assignment, I had no idea just how integral to marketing success Google Ad Display really is to most companies. I was not aware of the depth of the tool’s features and how much the tool can contribute to effectively targeting an audience, enhancing ad content, and creating entirely new content. Google ads is truly an indispensable tool for both individuals and companies that are looking to maximize brand visibility, reach their target audience, and maximize conversions.





Original Source:7 best practices for Google Display advertising 

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