Measuring and Optimizing
Learn all about measuring and optimizing ads for a marketing campaign with Search Hustle.
Display advertising is a fast-growing form of digital advertising and for good reason. With display advertising, businesses can now plan their marketing campaign to meet unique objectives more efficiently.
Of the 90% of people who use the Internet that will see Google ads, about 63% of them are likely to click on it. And for every $1 a business spends on an ad, they’ll make back around $8 with Google Ads. Taking all this into consideration, it’s not surprising in the least that display ads are essential nowadays to any marketing campaign.
However, as with anything involved with marketing, measuring and optimizing ads is vital to running an effective campaign.
Targeting the Correct Audience
Audience targeting is all about using data to segment customers into categories, such as demographics or interests. This helps a business target their ads to the right person on the right device at the right time.
When you target audiences correctly, you will reach consumers who are already interested in the products or services you offer. It can also help cut out wasteful spending on ads targeted at people uninterested in your products or services, as well as help push those who ARE interested further down the sales funnel.
Choose effective keywords
Keep in mind that long-tail keywords earn a click-through rate of 3% to 5% more than other searches. This means that a three-word phrase will perform better than a one-word one.
Essentially, you want to take into account both search intent and also the cost. You will undoubtedly come across certain keywords you initially believe you want to target, only to discover it is either too costly for the budget or has a low CTR.
Be sure to never stop monitoring and improving the performance of the chosen keywords. Google Ads offers the functionality to measure Display Network keywords.
You do this by logging into the account and going to the navigation panel located on the far left side of the screen. From there, click on “Display Campaigns”. Once this opens, select “Keywords” on the page menu. You can then choose “Display/video keywords.”
By opening this, you will be shown a table that lists out the impressions, clicks, and other measurements of the keywords performances.
Know your competitors, create a customized audience
The more specific you can get in targeting for display ads, the more ROI you will get. Google Ads makes this all the more easy.
During the ads set up process, you can search for different types of audiences. Simply select “Browse” under the “Audiences” section. This is where you can begin to set up a custom audience.
If you want to try to target a competitor’s website visitors, then you can choose “People who browse websites similar to”. Then, enter the competitor’s website. By doing this, you will then see certain audience insights on the right-hand side that informs you about who the customers are.
Exclude placements when appropriate
There are times when it will serve the interests of the display ad marketing campaign to do placement exclusion. Typically, there are two primary reasons why you might decide to do this:
- To remove unrelated, inappropriate, or spammy websites
- To help save money on the Global Display Network
For example, let’s say a business specializes in selling farm-raised beef. If the display ads appear on a vegan site, not only will this fail to earn the business any views or sales, but it can also potentially lead to backlash from angry consumers who have zero interest in the products offered by the business.
Beyond that, most businesses are operating on a tight budget. This is why you might decide to try and save money on the Global Display Network.
If you narrow the targeting of the display ads, you can eliminate irrelevant websites. In turn, this reduces costs. For example, if a business only sells pet toys and treats, but appears on websites geared toward SaaS software, a large portion of the ad budget is being thrown away on uninterested consumers.
Focus on excluding unnecessary placements so that you can boost meaningful conversions.
Use responsive display ads and standard display ads
A responsive display ad is an ad that Google automatically creates for you based on the assets you have input. Google handles the sizing, appearance, and even the formatting to ensure it fits available ad spaces across the Google Display Network.
Responsive display ads are perfect for a business that doesn’t possess the capability to create a visually appealing ad itself. However, when using a responsive display ad, be aware that you are losing some measure of control over the appearance of the ad.
For the best performance and to save time and money, try using a mixture of both responsive and standard display ads.
Make sure your ad design works for you
If you want to get the most clicks possible, then you must pay attention to web banner design. Aside from ensuring that the ads you create properly reflect the brand, there are several tips you should follow to help boost effectiveness:
- Use an assortment of Google Ad approved standard banner sizes (728x90px, 300x600px, 300x250px, 336x280px)
- Include company logo, value proposition, and call-to-action
- Using buttons appropriately can increase the click-through rate
- Use a border around the ad
- Ensure text is readable
- Keep file sizes below 150 kb
- Use the correct file formats (JPG, PNG, GIF, HTML5)
By following these tips for any display ad, you help improve customer engagement and how many clicks the ad will receive.
Optimize your bids for devices and placements
The device that a user is on while browsing the Internet can reflect their purchase intent. So, while bidding on ad placements, be sure to keep in mind the specific devices.
For example, about 75% of customers finish a purchase on their mobile phones because they claim it saves time. Whereas people are more likely to use a desktop while browsing a site and still in the early stages of the decision-making process.