Google Display Network (GDN) is one of the most powerful advertising networks in the online space. With a network that spans over 2 million websites and 650,000 mobile applications, advertisers can reach more than 90% of all Internet users. If you are trying to build your first ever display campaign, or suffering from low click-through rates for your display ads, learn about these 6 easy tips to creating successful display campaign.
6 Tips to Make the Most of Google Display Network
Remarketing is one of the most effective ways to drive visitors back to your website at low costs. As your website visitors are being tagged by the cookies stored in their browsers, they will see your ads while they browse other websites, check their emails or play mobile apps. Since these users are already interested in your website, the chance of converting them is much higher.
#2 Use image ad instead of text ad
Although this may sound intuitive, you will be surprised by the number of plain text ads (67.5%) being placed in Google Display Network. In fact, plain text ad gets far less clicks than image ad. Users are being bombarded by massive amount of information on the Internet. In order to break through the noise, make use of visual appeals that is relevant to both the users and your product. If you do not have the resources to design a brand new banner, you can actually generate a decent banner based on materials on your website on Display Ad Builder. Job done.
#2 Please, do not use stock photos
Sometimes it can be difficult to find a relevant and original image for the ad you are designing. At times
like this, it is very tempting to resort to using stock photos. Unfortunately, stock photos are very recognizable and only give an impression of half-heartedness. This leads to low click-through rate and poor performance of your ad. You may consider using user-generated content (UGC) – real pictures of real things taken by real people. Not only does this save time and money, but also create a sense of community around your brand.
#3 Speak emotions
No one likes boring ads. An ad that only states the facts is not engaging enough – you want to reach the emotional brain. If you truly want to connect with your target audience, try eliciting emotions through the image and text of the ad.
- Happiness makes us want to share
- Sadness helps us empathize
- Fear makes us desperate for something to cling to
- Disgust make us more stubborn
#4 Thinking about placing ads in apps? Think twice.
I’m not saying that you should not place banner or video ads in mobile applications. If you are a organic food store, placing a banner ad in a healthy cooking app makes all the sense. But placing ads in gaming apps is almost never a good idea. When users are playing mobile games, an advert is a disturbance at best. More importantly, a lot of clicks from apps are unintentional, as the screen size of mobile is much smaller. These worthless clicks drive your advertising cost up.
#5 Don’t forget your call-to-action
Having a clear call-to-action is an essential element of a good display ad. After attracting users’ attention with appealing images and compelling messages, you need to help them take the next step. The call-to-action is your goal – it can be visiting your website, downloading your latest brochure or making a purchase in your online shop.
#6 Test and continuous optimization
Display ad is no different from other forms of advertising. You never know what works best for your target customers unless you try. Create ads of various sizes, headlines, background images and calls to action to find the optimal combination for your business goals. After all, continuous testing and optimization are crucial to long-term success in Google Display Network!
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