There is no doubt that internet advertising is on the rise. Just by surfing the web you can see the huge amount of advertisements that appear. This is done thanks to display advertising.
Today we bring you techniques to make a good campaign in this type of online advertising. Don't miss this reading!
what is display advertising?
Display advertising is an online advertising format where the ad is displayed on a destination web page. This ad is known as a banner and can be in text, image, audio or video format, and is usually positioned at the top or side of the website. Generally, the most common banner is the one that combines image and text.
Thanks to technology, these banners have evolved to make them as interactive as possible, including audio and video, which are more dynamic and attractive formats than images with text, in order to achieve a better interaction with the user.
But now we are going to focus on display advertising within the giant Google.
what is Google display?
Surely you are familiar with the Google Adswords or Ads tool, because within the world of digital marketing it is widely used. This is the advertising platform that Google has, where any company or user can advertise through it after payment.
Carrying out campaigns with Google Ads can help you to get more traffic to your website, increase visibility and convert users into customers.
Within Google Ads there are two types of advertising:
- the search network: These are ads that appear in the SERP of the search engine, and the advertiser only pays if the user clicks on the ad. It is used to generate traffic to your website. This advertising appears when the user performs a specific search on the search engine, which in this case is Google.
- the display network: The advertisements do not appear on the Google results page, but directly on the website that we have chosen beforehand. Through display advertising you can attract the attention of users and show your products. Unlike the previous one, this advertising does not appear when a search is made.
Techniques for a good Google Display campaign
Google Ads is the perfect tool for search engine marketing or SEM. But it is necessary to have some clear concepts to make a good Google Display campaign. Here are some techniques for you to apply in your company:
define your objectives
Before running any campaign you should set one or more objectives, which are realistic and coherent with your business. This is the first step you should take into account because all your strategies will be focused on achieving them.
Google display campaigns are adaptable so you can use them in the different phases of the conversion funnel, although the most common is to use it in the attraction phase and in the last phase, when the user is ready to make the conversion.
In digital marketing they are also known as keywords, and they refer to one or a set of words that users use to perform an internet search.
Keywords are important because they are the terms that users use to make a search, so it is in your interest to know them in order to use them in your ads.
With a good selection of keywords you ensure that your ad campaigns work and are shown to your potential customers thanks to targeting, but to decide if a keyword is interesting to you you have to take into account its search volume, competition and price per click (if you are going to bid on it).
make a good targeting
For this step you have to know who your audience is, in order to target them in the best way and get results. It is essential that you know where your customer is in the funnel and the objective you want to achieve. Remember to have made a profile of your buyer persona.
You can segment by demographics, show the ad on specific pages, depending on where the user is in the buying process, by geographic location, language, etc. For each ad or group of ads you create, create a new segmentation that adapts to the objective you want to achieve.
choose the right format
Depending on the objective of your campaign you will have to choose the format that best suits your campaign. The types of formats are the following:
- text ad
- image or banner ad
- video ad
Keep in mind that when creating an advert, apart from the importance of the format, it must have a clear, simple and brief message. You must make the advert attractive and relevant to your audience in order to achieve the highest possible number of conversions.
Remember to take care of the design, with quality images and sound, that the CTAs (call to action) are easy to distinguish and indicate to the user the action you want them to take,
carry out A/B tests
This point is very simple, as it involves carrying out experiments with your campaigns, creating two versions of an advert to see which one works better. Variant A is the original, while B is the one that contains modified elements, that is, playing with the CTAs, titles, copy, etc.
Then you just have to check which one gives you better results and is therefore more effective. To know if an A/B test works, you have to wait until both versions have received a relevant number of impressions and clicks to be able to draw conclusions.
In short, now that you know what a Google display campaign is and the techniques to make it work, it's time to put it into practice in your business.
display advertising offers you a lot of possibilities to make your ad reach your target audience and take advantage of this tool to promote your brand and products.
we hope you liked this article!