Let us help you design attractive visual ads for the Google Display Network! Our digital marketers are able to help you select the best audience and channels for your display ads on the Google network!
Your business can use Google Display Ads to put your company's ads directly in front of potential customers who haven't ever stumbled upon your brand. Display ads allow you to be more active in the discovery stage of the sales funnel, by targeting potential customers who match certain demographics or visit specific types of website content. When your ideal consumer is online, it's important to keep your brand in front of them as much as possible. With that said, our ads team knows the best practices to utilize display ads to affordably engage with consumers over a Google Display Ads campaign.
Google Ads offers a campaign type called Display Ads which are typically used to show graphic ads to consumers visiting third-party websites. This digital advertising campaign allows a business to target consumers that might not be actively searching for a product or service, but could be potential customers nonetheless.
The Google Ads platform uses data from your Google account, as well as search history and website visits from your cookies, to allow advertisers to find audiences that might be interested in their products or services. There are a several types of audience selections you can use in a Google Display Ads account, let's talk about a few of them in more detail.
Google provides "in-market audiences" which allow you to advertise to consumers who have expressed interest in buying a product or service you offer. These interests could include such topics as home and garden, fitness, sports, and fashion among many other possibilities. To match users to these categories, Google looks at a users' historical searches, website visits and conversion data. From there, Google creates sub-categories for more specific interests within each segment; unfortunately, the rules that Google uses for this are not public knowledge. Even though Google narrows these massive categories down to smaller sub-categories, the size of each sub-category includes millions, potentially billions, of search users. To run a successful display ad, it is important to understand the intricacies of in-market segmenting, which is where a Google Display Ads specialist at WebCitz can lend a hand.
The "affinity audiences" are similar to in-market audiences, but instead use categories that relate to their lifestyles, passions and habits. These can be broad categories of consumers, so it's important to find targeting criteria to narrow down the size of any one affinity interest. Many companies miss the importance of affinity audience targeting when it comes to setting up display campaigns. The PPC experts at WebCitz have the knowledge to utilize affinity audiences to help narrow your display ads campaigns to the best possible consumer matches.
You can use "placement targeting" to show ads on an entire website or a sub-set of ad placements within that site, such as only ad placements on a website's finance pages or all ad placements at the top of the web page. You can use Google's Display Planner Tool to get traffic and cost estimates for a certain website, see which ad formats the website supports, and get other similar placement ideas.
Google allows business owners to use "topic targeting" so ads only show on web pages that pertain to a specific topic. These topics could be similar to interests or affinities, or they may be outside the automatic categories that Google offers you. This targeting is very specific and can be utilized to reach a certain kind of consumer. Our marketing experts know the best practices for topic targeting to increase your website traffic.
There is even a "custom intent" audience which allows business owners to target people researching specific topics, products, and solutions online. When people are interested in a product or service, they tend to search specific phrases, visit particular websites, and watch certain videos before making a purchase or converting. The primary difference between "in-market audiences" and "custom intent audiences" is control. For in-market audiences, you have to choose from pre-defined categories, but with custom intent audiences you can go beyond those categories to create more highly targeted audiences.
Google display remarketing gives you the options to show ads to visitors who have previously been to your site as they browse the web, allowing your product or service to stay at the front of their mind, even though they have left your site. Remarketing also allows you to engage with high-intent visitors, such as those who have purchased from you in the past, viewed product pages, or have had the most engagement on your site, instead of just advertising to a wide group of users.
Similar audience targeting allows you to target new users to your site who have closely related search behaviors as consumers who are on your remarketing lists. With Similar Audiences, Google makes it simpler for you to look for a targeted audience that is similar to those who have already proven to be converting for you. Instead of wasting your time broadly targeting consumers, you can reach specific users that are more relevant and have a higher chance of converting on your website.
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