Millions upon millions of partner websites covering practically every business industry in existence is what makes up the Google Display Network which is why it offers to a business or company huge exposure for both them and the ad they place.
Now on mentioning the Google Display Network many people will be quick to tell you that it is a waste of time, effort and money and doesn’t work. People often say that as a method of driving traffic to your site it fails because it drives untargeted traffic to your site and this makes it hard to gain conversions.
Often the view expressed above is made by those who are inexperienced and have little knowledge in regards to the Google Display Network. Brick technology, web design has had many years experience within the web design and web development industry as well as internet marketing. We have had many successful projects through the use of Google Display Network.
The thing to remember is that although the network contains millions and millions of partner websites, the majority of these will be irrelevant to your target audience. For example you are not going to target a range of garden machinery at a group of people who are interested in hair and beauty. In this case the budget would be wasted and any potential would be erased.
You need to make sure that you are targeting people who are actually looking for your product or service and therefore there is more chance of a conversion. Brick technology, web design has some top tips to help you get the most from your Display Network campaigns:
Make sure that you keep Search and Display network campaigns separate, when a new campaign is created Google has a default setting which puts campaigns on both the Search and Display Network. By keeping them separate you control the budgets, ad groups, keywords and bids.
Ensure that each ad follows AIDA, attention-interest-desire-action! It is important that there is a call to action within the ad text. When targeting people on the Display Network who may not be looking for your product you need to tell them, tell them again and then tell them what you want them to do. Special offers are always great at getting a call to action.
Keep an eye on conversion, now as we have mentioned throughout this piece the Google Display Network has millions upon millions of partner websites, the network is huge and if a site isn’t converting then you need to deal with it to avoid wasted budget. This leads us onto our next point of excluding any sites which perform poorly. Not removing sites which do not convert could be detrimental not to mention a complete waste of time, money and effort.
The main issue to bear in mind is that you need to maintain the campaigns and this can prove difficult. Initially setting them up and ensuring that they are optimised is what usually takes up the largest proportion of time. Once the campaign is established then you can start thinking about potential leads that you wouldn’t otherwise gain from any normal search marketing.