The Internet is one of the most valuable tools that an entrepreneur can take advantage of. In fact, over $450 billion was made through online sales in 2017.
In order to stay competitive in their industry in 2020, entrepreneurs will need to take digital marketing more seriously than ever before. Google Display Ads have a welcome place in any online campaign, but not everyone is as familiar with them as they should be.
Not sure where to start? Don’t worry, we’ve got you covered.
Let’s take a look at everything you need to know.
So, What Are Google Display Ads?
Display ads are advertisements that include photos or videos that are shown to browsers who aren’t on Google. Their targeting is highly customizable, so your ad can be relevant to your audience even if the site they’re on has no relation to your ad.
Although these are occasionally referred to as ‘image ads’ or ‘banner ads,’ text can also be incorporated in them.
What Utility Do They Have?
Mainly, display ads are used in order to attract users and build interest. Since the person seeing the ad didn’t directly search for it on Google, this type of advertising is far more passive than placing ads directly on Google’s search engine results.
As such, they aren’t typically a marketing effort that will directly lead to a purchase. But, the attraction they create is a solid first step in getting your audience interested in your product or service.
Additionally, the Google Display Network reaches approximately 90% of the Internet’s users. This makes their inclusion in your digital marketing campaign well worth the effort.
Display ads can result in purchases, however, when they are targeted toward customers who have already engaged with your brand. This process is known as remarketing and is a relatively simple way to generate repeat business for your company.
What Are They Not Good For?
Display ads are meant to generate impressions, which can be considered ‘views’ by your audience. In essence, you’re putting your brand out there so people can see it and learn more about it.
Search campaigns (such as placing ads directly on Google results) lead to more clicks and conversions. This is due to the fact that people will Google a specific brand, product, or service only after they’ve already learned about it.
So, if you’re strictly looking to increase sales, display ads alone won’t get you there. They’ll need to be used in combination with other forms of digital marketing, such as Per-Per-Click (PPC) or Organic Search.
Understanding Google Display Ads Can Seem Difficult
But it doesn’t have to be.
With the above information about Google display ads in mind, you’ll be well on your way to incorporating them in the way that’s best for you.
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