Google display ads are one of the trickier categories for Google Ads. They can do good things for your business, but they can be unreliable if not done right.
Google uses its data to determine where to place display ads, theoretically in places that make sense for your business’s product.
The idea is to target specific audiences who are most likely to click your ads. However, there are some issues since Google isn’t perfect, and sites are often riddled with bots, which create false positive leads.
If you want more information specifically on display ads, you may be interested in our article on the different types of Google Ad Campaigns.
So how do Display Ads get results?
Large Audience Reach
Display ads have a very broad reach, which can be positive or negative depending on the goal. Display ads are considered one of the lower quality google ads that you could run because of this issue.
Brand Awareness and Brand Equity
One of the primary benefits and goals of running Display ads isn’t getting leads or conversions; while those are nice benefits, the main reason to run display ads is to build a rapport.
Increasing brand awareness from display ads can create brand equity. The point is to create trust between your brand and the consumer. The more a consumer sees your brand, the more likely they are to choose you over a competitor.
While search display ads might not always be the best way to get high-quality leads, you’re paying for the awareness and equity.
Promote Products and Services
Google display ads can be used to promote products and services by getting reach to customers who are relevant to your product or service.
Google Ads can be used to target specific users based on interests, locations, and device types. This can help ensure the desired audience is reached, so intent is higher
Increase Website Traffic
As with any other ad type, Google display ads can increase traffic to your website. It’s easy to get people to click on a display ad; what’s important is how your website and landing page sell them.
Recapture Abandoned Carts
This employs a strategy called remarketing, where you try to re-engage users who have been to the site previously.
Getting customers back to your website can be an advantageous way of using display ads and targeting those who are already likely to spend money on the site.
How to Tell if Your Google Display Ads Are Working
Key performance indicators can help track the success of your display ads. These include:
- Click Through Rate (CTR)
- Conversion Rate (CVR)
- Cost-Per-Conversion (CPC)
These metrics can help you understand how well your display ads are working and if they are worth continuing. The relative importance of each of these depends on your overall goal for your display ads.