Sanna Oltegen | Aug 27, 2020 12:00:00 AM |

Promote efficiently with Google Display Advertising

Did you know that you can reach up to 90% of all the Internet users in the world using the Google Display Network?

What is Google Display Advertising?
You may, or most likely have come across display (banner) ads while reading a digital newsletter, playing your favorite game or just surfing through websites.

Google's display network consists of millions of different websites, which companies can use to convey their message via image, text, video ads, etc. to potential customers. The key when it comes to advertising using display ads or banner advertising as it is also called, is that you can accurately target the ads to the right audience and do so with a clear and appropriate message.

Branding display ads 

Display ads are an excellent tool to build your company's brand awareness and to create an interest in your target groups. A tool to become your customers' obvious choice, among the sea of ​​competitors. You can target your display ads to selected audiences (interest groups, gender, age, units, etc.).

If you know your customers so well that you already know which websites your customers usually visit, you can also choose to target your ads to these websites.

Remarketing display ads
As a marketer, I know that no traffic is hotter than existing traffic and that the purchase price is rarely a straight line. Therefore, we recommend that you take advantage of this existing traffic, by creating remarketing lists, in this way you can target specific offers to these previous visitors of your website.

Whether you work with new traffic or existing traffic, you can tailor the material to the recipient and the message you want to convey, we recommend that the display ads have a common thread with your graphic profile and what your website looks like.

Note that the vast majority of consumers' purchases start with a problem and that they Google to try to find a solution. As Google dominates search in Sweden, it is the place to be seen to get traffic. Therefore, it is important to have an SEO (search engine optimized) online store and if the budget is enough, also work with SEM (Search Engine Marketing) to be visible on the search phrases that potential customers search for. Example; you sell bikes in Bangalore, then of course you want to be seen when potential customers search on Google "buy bike Bangalore", you do this by working on your online store with search ads.  

If you work with search engine marketing, we recommend that in addition to having search ads around your strongest search terms, you also work with branding keywords.

Technical tips

  • Link your website with Google Analytics. If you have not already done this, it is clear how to do it under> Administrator> Tracking information and tracking code, in Analytics.
  • Then link your Google Ads account with your Google Analytics account. There are several ways to do this, but I prefer to go through Analytics> Administrator> Google Ads Linking.
  • Create a remarketing list in Google Analytics and then upload it to Google Ads, Analytics> Administrator> Audience Definitions> Audiences> + New Audience. Once saved, upload it to Google Ads. When this is done, you are ready to create a remarketing display ad. 
  • Create the displays so that they give a clear idea of ​​your brand and your offers. Try to stick to the graphic profile you have to maintain a common thread through both advertising and online store. The display ads can be in very many different sizes, here you can see the most common 

Below we have gathered a few links that can be helpful when you start with Display Advertising:
Create your first remarketing campaign in the Display Network
Basic Search Engine Optimization (SEO)
Guide Google Ads Remarketing Tutorial

Good luck on your marketing journey!

Read more:

Headings: Tips, Marketing