Welcome to Part Two of ExtraDigital’s Ultimate Guide to Google Display Advertising.
Display Ad types
There are four different types of ads you can run on the display network:
Responsive Display Ads
To create a responsive display ad, you simply need to upload ad text, images, and logos. Google will use the machine learning model and automatically come up with ads that work the best.
Uploaded Image Ads
If you want complete control over the creatives, you can build and upload your ads. To see the best results, images should be created by a designer and can be uploaded in multiple file types.
Engagement Ads
These include rich media such as images and videos and are often used to drive user engagements.
Gmail Ads
These are ads that appear on the top tabs of people’s inboxes.
Benefits of Display Ads
Increases brand awareness
We’ve said it before, and we will say it again, display advertising is a great way to increase brand awareness. It allows businesses to visually showcase their products and services online across millions of websites and other networks to thousands of potential customers.
Reach the audience across different platforms.
With display ads, you will not be restricted due to the user’s preferred platforms. Google Display Network reaches 90% of all internet users worldwide, across millions of websites, news pages, blogs, social media, email inboxes, and YouTube.
Allows ad space selection.
The custom audience allows you to bid on relevant ad space based on your target audience, including their demographics, intentions, interests, and behaviours. This means your ads will be placed on the right sites to the right audiences.
Increases ROI due to retargeting.
Retargeting display ads can be used to target those that have previously visited your websites and shown interest in your product or services. If your aim to increase conversion, retargeting with a display ad is the best way to call back customers who have previously shown interest.
Allows you to be creative.
Display ads use images, videos, animations, and other rich media. You have the freedom to be as creative as you want to be to create a compelling and attractive ad that resonates well with your ideal audience.
When to use Display Ads?
Your advertising strategy depends highly on your business and marketing goals.
You may want to consider using display ads if your goals are as follows:
- You want to build brand awareness.
- Re-call users who have previously interacted with your brand through retargeting.
- Attract top of the funnel leads and nurture them through the buying process.
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Ultimate Guide Google Display Advertising
In the third and final part of our Ultimate Guide Google Display Advertising, we will explore how to measure performance and optimise your campaigns for the greatest results. We’ll also share some top tips to take into your Ads.
