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Google Display Ads have proven to be one of the most successful ways to build brand awareness aided by a remarkable reach of Google Display Network to 90% of internet users worldwide. Google Display Ads lets users create the right format with images, animations, text-based banners, etc., to connect with the right potential customers.
The Google Display Ads take the first spot in the buying cycle of your customers. These ads help users know about your services and brand before they actually buy them. The Display Ads reach people or the target audience when they browse websites, watch YouTube videos, or use mobile applications.
Google Display Ads are inevitable for every advertiser. Whether you want to make people aware of your offers or remind them of their purchasing interests, these ads help you in two ways – (1) to reach new customers and (2) follow-up with those who clicked or checked your services before.
Display Ads play a crucial role in the marketing and promotion of your brand. Thus, it is necessary for you to consider multiple factors before creating them.
With the help of this blog, you will understand what Google Display Ads are, how they work, and how you can create super-effective ads with the best Google Display Ad examples. Let’s begin!
Google can be used by marketing and advertising managers for their campaigns in multiple ways. Generally, we see that Google Ads are used in business promotion, driving sales, increasing traffic on websites, etc. For different kinds of needs of the businesses, you can use different types of Google Ads.
Below are the three basic types of Google Ads that you can leverage for your next marketing and advertising campaign depending upon the needs of your business:
These campaigns are generally text-based ad campaigns that show on the search engine result page (SERP) when users search for a similar product or service as yours.
Display Network ad campaigns are in the form of images that appear in front of a target audience. The users see Google Display Ads when they are scrolling through a website, watching a video on YouTube, using any mobile application, and on many more platforms.
These are the ads that users see while watching a YouTube video. These are generally 6 to 15-second long video clips.
The idea to set up all three types of Google Ads is the same.
To begin with, you have to define the goal of your marketing campaign. It may vary depending upon the services you provide through your business. Once you set a goal for the campaign, define a target audience. You can set the target audience by choosing their demographic details, buying interests, and online behavior.
You can set a call to action to generate calls, increasing website visits, or selling a product or service in your ads.
The final step is to craft your ad (images, text, videos, etc.) and set your expenditure limits.
With these simple steps, you can choose and start any Google Ad Campaign for your business.
Google reaches about billions of people all over the world. This massive reach makes it one of the most valuable assets for marketers and advertisers.
With the help of Google’s various platforms, your ads can reach different people at different times. You can adjust your ad campaigns to reach the target audience at different stages of their buying cycle, depending upon the requirements. You can use Google Search campaigns to show your ads on the Google search result pages where people are looking for similar products or services as yours. The other form is to use the Google Display campaign that you can use for brand awareness and a pushing marketing strategy.
Let’s understand in detail what Google Display Ads are:
Google Display Ads perform a very different role with respect to their paid advertising counterparts. If we compare it with daily life advertising, Display Ads are similar to the billboards or ad posters you see on walls. You may relate them with television commercials also.
Google Display Ads have a far lesser average conversion rate with respect to Google Search Ads. On the other hand, Display Ads have about five times lesser average cost per click than Search Ads.
Money is the primary factor when it comes to designing a marketing campaign. However, it is of paramount importance to select the right ad type at the right time. So how will you know if and when to use the Display Ads for your next campaigns?
Here are some reasons to use the Display Ads;
1) When Your Offering Is More Visual
The main advantage of Display Ads over other ad types is that they can include images and videos. It provides ample opportunities for promoting consumer products or services that can leverage visual demonstrations. Some services and products that can exploit the visual appearances for better results include home decor, fashion and apparel, tourism, adventure, and entertainment, etc.
2) Convert Users With a Passive Intent Into Customers
In general, people who see the Display Ads are the ones who are not actively searching for the displayed products or services. They fall in the first stage of the marketing funnel-awareness.
The Display Ads appear with the purpose of creating awareness among the users who are actually browsing other subjects actively, mostly unrelated items or topics. These ads then cultivate a feeling of want among the users that drives the defined call to action.
3) If Your Product Has a Longer Sales Cycle
For a product that is not purchased immediately, the sales cycle may get elongated. Generally, these products are of high expenses, such as automobile or enterprise software.
In such situations, businesses want their products to stay in the minds of the prospects. So, when they consider a purchase, your product is the first thing they think of buying.
You can use different digital marketing strategies to remind your prospects about your offers, particularly in the longer sales cycles. These are:
4) Reach the Niche Markets
Google understands your interests and matches the keywords and ads to relevant websites or apps on the Google Display Network. Eventually, users see the Display Ads on the web pages they are already browsing.
It means you can target a niche audience straight through their interests.
Before starting on how Display Ads work, it is important to answer what the Google Display Network (GDN) is. Briefly explained, it is a set of websites and applications supported by Google where your ad can appear – a giant set of more than two million websites, 650K+ applications, and 90% of the total internet users.
When the reach is in billions, you are going to encounter Google Ads more often than you think.
Display Ads show up everywhere, including websites, YouTube videos, Gmail accounts, and mobile applications. The higher frequency of these ads appears from your recent searches, website visits, or viewed products.
As mentioned above, Display Ads target buyers at the early stages of the sales cycle. You can advertise your products and services before they realize that they want it or not. It makes Display Ads a powerful tool to make people aware of your offerings.
When you start a display campaign, you do not necessarily want to cover all the websites and applications supported by Google Display Network. An effective campaign is the one that reaches potential customers. For example, if you are to advertise a luxury car, you will focus on a specific income group and not all the internet users. Similarly, if your services are limited to a particular geography, there is no need to show your ads all over the world.
Display Ads give you the power to design marketing campaigns carefully with adjustments in the target audience. You can choose the “what, when, and where” of your display campaign.
Now that you know what Display Ads are and how they work, there are a few ways to know that will help you create an effective ad with a higher conversion rate.
A few factors that you need to check before creating a Display Ad are:
You can target your ads based on the content of the ad as well as the intent of buyers. A few targeting options are:
Remarketing, as the word defines itself, is continuously showing the ads for websites, products, or services you have recently viewed. While using the internet, you might have seen it yourself. Remarketing is one of the most efficient advertising techniques that leads up to 70% of the conversion rate.
Advertising at the right place is as important as advertising at all. While creating your display campaign, you always have to consider the right place to display your ads. You can exclude the websites in the Google Display Network that do not match with the theme of your business.
You also get the control to block certain websites where the ads do not perform well. You can also prevent your ads from certain locations, topics, devices and application categories, etc.
Based on the list of your existing customers, you can create a similar audience for remarketing. This feature allows you to increase your conversion rate up to 40%.
Display Ads allows for creating visual ads. You can exploit this opportunity to create responsive ads with images and videos to engage more users.
Further, in this article, you will go through some real word Display Ad examples that will stimulate your advertising techniques for better business growth.
As we have mentioned above, the click-through rate (CTR) for Display Ads is quite low. It makes it more challenging for marketers to create a strategy that can produce the best results. In general, it takes about seven engagements before a buyer buys a product.
Many internet users are either blocking display ads or tune them out nowadays. It simply means that you need to create an ad that makes a deep impact.
Your design is the first thing audiences see. Thus, to make the best first impression, you need to follow the best design principles.
Here are some examples that will show how you can create your ads to engage in the most productive way:
In general, ad creators think that flashy ad assets will grab the attention of the viewers. However, it is the opposite in reality.
In a Display Ad, you can avoid too much text. The ads need to be simple. However, it is a must that the ad shows all aspects, especially the unique selling propositions (USPs), the product or service offers.
For successful Display Ads, ad structure is the foundation. Undoubtedly, to grab the viewer’s attention, the ad structure should be distinguishable from the web-page. However, it needs to be decent. Many times it may appear insufficient, but it is the key.
The use of icons and color contrasts shows mixing up different contexts in the same ad. In designing, colors are the most important part that evokes emotions and connects with people.
For designers, understanding the psychology behind colors is a must as men and women tend to like different colors. Color can also be a significant part of your brand.
While designing an ad, you can add colors to emphasize any special deal or offer. Also, you can use different colors depending upon the target audience and their preferences.
For example, blue and green are highly popular among men, whereas women tend to like blue and purple more.
Your potential customers will never be interested in your offerings if the ad does not connect with them. Coming straight to the point in a display ad makes it more interesting, and people tend to take the desired call to action.
When you have a niche product or service, your target audience is specific about the topic. There is no need to write lengthy sentences for them. Keep your Display Ad precise for them as much as possible.
While writing your ad copy, another thing that you should consider is the typography. It is an important design element that grabs the attention of the viewers. For example, in comic books, the speech bubbles draw your attention to the information.
You should always keep the content and the typography smartly mixed while designing the ad so as to keep the content readable and to the point.
When your business deals with certain world affairs or societal issues, highlight them to get the attention of the viewers.
It is more efficient when you have a niche product or service. You can directly show the unique service you are providing and its benefits.
While designing an ad, when you address the main issues, the conversion rate is generally high, and people tend to click the given call to action.
Using people in ads is one of the most effective means to form a connection with the audience. When you see a person talking about some product or service in an ad, you relate to it the most. This method is more trustworthy, and the human face used in the right way in an ad can make a huge difference.
The use of humans depicts natural emotions that build a better connection with the viewers. In order to keep it more realistic, always try to use custom images and graphics. These images convey the message without even writing much content.
The KISS principle works everywhere, even in your ads. Your ad does not necessarily need to be out of the world to be effective. More often than you think, keeping things short and simple helps you to succeed.
A short and crisp message in the Display Ad can be highly effective in terms of conversions. In any ad, there are a few major components:
If you have the right combination of value proposition and other factors mentioned here, your ads will be as successful as any other highly creative ads.
Listing down your main services and products in an ad gives your audience an opportunity to understand what your business provides.
While designing an ad, try to include the service you are promoting clearly. You can do it with a minimum number of words using graphics and images. For example, an ad featuring a new car model needs to have a teaser or complete image of that car.
Sometimes words in the ad copy and visuals do not communicate the complete message of a product. In that case, you can opt for the unorthodox style of Display Ads designing.
For example, in games or sports advertisements, you may show some explosive or powerful content using images or creative graphics.
The ad network has the authority to check your format as per the norms, but you can always try to be creative. Repurposing the existing creatives can help you achieve increased awareness through Display Ads.
When you are trying to spread the word about your business, it is important to show your services in the best possible manner.
For example, for a fashion brand that signifies class and style, using models with brand apparel makes a huge impact on the audience. It is a great booster for sales as people can see themselves in the clothes the models are wearing.
The use of animations and short videos is getting popular for Display Ads by the day. More tech-savvy businesses are using such forms of advertisement to engage with their target audience effectively.
The rich form of media in ads works as one of the most efficient tools to motivate people for the call to action.
Display Ads can be your best friend when it comes to brand awareness and business growth. This article covers almost everything from start to finish of the Display Ads.
Here are some key takeaways to help you create the best display ad for your business:
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