It’s surprising to hear advertisers say they’re unable to generate a consistent stream of high-quality leads from the Google Display Network, even though it offers opportunities to reach over ninety percent of online users. Don’t worry, here are some tips from a white label PPC services provider to use target audiences on the Google Display Network more effectively.
#1. Reasons For Poor Conversion Rates
Audiences on the Google Display Network are mostly in the awareness phase of the buying cycle when compared to audiences on the Google Search Network. They have lower conversion intent and are more likely to be looking for useful information. Although you may have lower CTRs and conversion rates, you’ll benefit from a lower cost per click and lower cost per conversion.
#2. Optimise Content for Top-Of-Funnel
A white label PPC agency recommends optimising content for audiences in the awareness phase as an appropriate targeting strategy for the Google Display Network. Content can take the form of webinars, e-books, research papers, product/service demos, white papers, and video courses designed to drive quality leads who can then be pushed to conversions with other content marketing strategies.
#3. Advertise with Display Keywords
A white label PPC services provider uses different targeting methods, including display keywords, and overlays various methods to reach the most relevant audience. With display keywords targeting, you can place your ads on websites related to your keywords. Google’s algorithm decides which websites to place your ads on.
#4. Options for Display Keywords
With display keywords, you have two targeting options – audience and content. With the audience option, you can show ads to users potentially interested in your keywords and serve ads on websites, apps, and videos related to your keywords. With the content option, you can show ads only on websites, apps, and videos related to your keywords.
#5. Advertise On Specific Websites
Placements is another targeting method that white label PPC agencies recommend. With this method, you can select specific websites to serve your ads on. You can either search for appropriate placement websites yourself, have Google suggest suitable placements, or use Google Display Network Planner tools. Technically, Gmail ads are also generated using this method.
#6. Options for Placement Targeting
With the placement method, you have two targeting options – target and bid, and bid only. With the target and bid option, you can show an ad on the selected placement, irrespective of other targeting methods you’re using. With the bid only option, you can select the placement to bid on, but your ads will only serve when other targeting methods match. A PPC management agency may recommend the second option for overlapping audiences.
#7. Use Topic Targeting
Another method of targeting for the Google Display Network is topic targeting, which allows you to serve ads on websites that Google has grouped into relevant categories. Here too, you have two targeting options – target and bid, and bid only.
#8. Reach Out to Specific Demographic
With demographic targeting, you can target users based on gender, age, and parental status. When using this feature, you’ll come across an Unknown Demographic under each category. Often, Google is unable to match a large proportion of users, and by excluding them, you may lose out on relevant traffic. Therefore, experienced PPC management agencies recommend including this segment for campaigns.
#9. Interests and Re-marketing
In this category, you have many different types of targeting, including dynamic remarketing, affinity audience targeting, custom affinity audience targeting, in-market audience targeting, customer match targeting, similar to remarketing audience targeting, and similar to custom email list targeting. Conduct thorough research to determine how these audiences fit into your broader advertising strategy.
Last but not least, don’t forget to add appropriate campaign exclusions to prevent certain display keywords, placements, interests, remarketing audiences, demographics, topics, and site categories from appearing in your campaign.
