How to avoid 4 common Display network advertising mistakes
Google's Display Network gives businesses the opportunity to tap into a network of over 2 million websites and 650,000 apps and counting (semrush). When used effectively, it can get your products in front of your target audience as they browse online. Display advertising campaigns can work for lead generations, direct purchases and brand awareness alike. With a lot of ad formats to choose from including static graphics and video, you're likely to find one that works to covey your message.
I've been managing Google Ads accounts for clients for many years now, and time and time again, I see businesses making the same mistakes when it comes to running display ads. To help you run successful campaigns, here are the top 3 mistakes that people tend to make and how to fix them.
Mistake 1: You lump everything together
I've seen Google Ads accounts that have beautifully separated Search Network campaigns and then one all-encompassing Display Network campaign that contains every ad asset and every targeting option. If that sounds familiar, then you're doing yourself a disservice. One of the advantages of running digital display ads is that you can access in-depth performance data which isn't available with traditional offline advertising. So, don't settle for getting worse results than you deserve. Sort out that jumble into strategic campaigns or ad groups (depending on what makes sense). Now you'll be able to adjust and optimise each group properly and if you want to take it to next level, run personalised display ads.
Mistake 2: You set and forget
Much like Search campaigns, Display Network campaigns need care and attention to generate the best results for your business. When was the last time you refreshed your ad creative? Checked where your display ads are running? Or tested new audience segments? Like any good digital advertising campaign, you need to have an ongoing optimisation strategy for your display adverts if you want them to be effective.
Mistake 3: You're not using Display ads for remarketing
This is one of my favourite display advertising strategies. Don't let a warm lead go to waste. Set up Google Display Network ads to reach back out to people who already have a relationship with your business. This technique can be highly effective whether you're using ads for lead generation or direct purchases. You can create custom audience segments to send out personalised adverts to previous website visitors, those who visited particular pages but didn't convert, lapsed customers and so on.
Mistake 4: You haven't tested video adverts
You might have noticed that video is having more than a moment. The growing popularity of this format is noticeable across the digital marketing landscape from PPC display advertising to social media (hello, TikTok). If you've been waiting for a sign to test this format, then this is it. A recent study found that people were 27x more likely to click on online video ads than standard static ads (Instapage). If you're new to using this format, start small and grow your video PPC campaigns as you start seeing results. Remember, you can also experiment with animated ads if video content isn't your thing.
Hopefully, these tips will help you to get better results by running more effective Google Display advertising campaigns. If you'd like a hand to set up Search or Display Network PPC campaigns or would like a Google Ads expert to fully manage your accounts, please feel free to get in touch for a chat about how I can support your business.