Display Advertising: Getting it right on Google Display Network.

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What is Display Advertising you might ask?

Display Advertising in simple terms is a form of advertising which involves using videos, texts, images and other graphics to convey a commercial message on websites.  Display advertising aids businesses in driving traffic to their website resulting in conversions.

However, a number of display advertising campaigns have very low or no click through rates which renders it ineffective.  This could be a result of the ads being poorly structured, largely untargeted and having poor landing pages.

Read on to learn seven best practices and techniques to get a display campaign started on the right foot, to improve its effectiveness and to find the right audience to receive your message.


Structure your Ad campaigns by theme and products.

This is a very crucial step to implement when running display advertising on Google Adwords, regardless of it being a search or display ad. There are a number of advantages of organising your ads according to theme

Structuring of campaigns by themes helps in keeping things organized. It allows easy management and optimization as well as the customization of display ads and messages which increases the relevance of your themes. Hence, the more relevant your ads are, the greater the opportunities for conversion.


Target your ads and audience effectively

Choosing ways to reach people on the web is highly essential when setting up campaigns. The most fundamental and effective approaches to reach specific audiences is to make use of placements, topics, keywords refinement, exclude website and remarketing.


In spite of the fact that there  are a number of techniques applicable to setting up display ads, remarketing is often considered as one of the most effective techniques and the clever go-to option.  The remarketing process involves sending ads to the past visitors of a website.  This is done with the help of the wide reach of Google display network which targets a site’s visitor as they browse the web.

Remarketing is a great tool for advertising because it allows marketers reach users who have shown some interest in their products and services. More so, having Google analytics installed, advertisers can target audience who meet a specific site goal or marketing segment.


Choosing and setting your location correctly

It is imperative to ensure that your display ads are running within the region where your business is operating. This is on the grounds that you will prefer not to waste your budgets on campaigns showing in areas where you can’t reach your customers.

Quite a number of powerful targeting methods are made available on the Google Display Network. Ads can be targeted by country, state, cities, DMAs and zip codes.

PDDM Digital Display Advertising In Nigeria

 Frequency Capping

Frequency capping involves limiting the number of ads any user on a site is served for a given amount of time. Irrespective of the fact that display ads are aimed at increasing brand awareness, marketers need to contend with ads blindness and the fact that some users are not interested in certain products and services.

The use of frequency capping when setting up display ad campaigns helps in avoiding showing users your ad on end. It also enhances results and ensures that money budgeted is spent wisely.  Showing three ads per user per day is a good example of implementing frequency capping.


Utilize a variety of Ad formats

One of the leading advantages of using Google Display Network is that it provides room for flexibility for ads and messaging. Furthermore, it allows the running of both standard text and image ads.  Display advertising employs colour and images which could be static, animated and interactive and this makes such ads more persuasive.

Try not to start off with the assumption of what will bring about the best result. It is best practice to run different ad formats in your campaign to see which works best.


Useful tip: In order to get a reasonable number of impressions, try to make use of one of the banner sizes listed below because they are the most prominent sizes featured by most websites

  • 728×90 Leaderboard Ads.
  • 160×600 Wide Skyscraper Ads.
  • 300×250 Inline Rectangle Ads.


Device Bid Adjustment

All campaigns created by Google Adwords run on both desktop and mobile devices including smartphones by default. This is an advantage if you want to specifically target smartphone users.

In the event that your display advertising campaigns are standard desktop sizes for example 728×90, 300×250, 120×600 etc. you might need to give careful consideration to this. This is so because your display ads will not show correctly on mobile devices and the performance of your campaign might be affected.

These are the steps needed to ensure your display advertising campaign is started on a right foot.


Businesses and individuals who would like to get ahead and reap the benefits of using display advertising should therefore, take the first step by attending our  Advanced Training In Digital marketing which will provide them with a solid foundation not only in Display Advertising but in other essential aspects of Digital Marketing.

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