In addition to targeting people who are actively searching for your products or services via search engines, you can also build brand awareness and encourage future deals with display and remarketing ads.
What Is a Display Ad?
In addition to showing advertisements in the Google Search Engine Results page, Google partners with a bunch of webpages in order to form a network called the Google Display Network (GDN)—where Google can display ads.
What Are the Benefits of Using Display Ads?
Display ads get your message out to many people. They’re similar to billboards in that you can reach many people, except these billboards are online. Furthermore, display ads are more targeted and cheaper than billboards are.
Similar to billboards, people may not be actively searching for your products or services; however, the display advertisement may intrigue consumers to check out what you offer. You just need to know how to gain attention with your online billboard. You can get multiple messages to your different segments within your target audience.
What Is a Remarketing Ad?
Remarketing ads are similar to display advertisements in that they are shown on the Google Display Network. However, they only target people who have already visited your site. Remarketing works by adding a code to your website so you can target anyone who has previously visited your website.
What Are the Benefits of Using Remarketing Ads?
Your website may have a lot of people who are shopping online for different services. Targeting those who have previously visited your website ensures that people will remember your brand name. This can lead to additional conversions for a fraction of the price of search ads.
More relevancy – instead of a generic message, you can target specific people
Segmented messages – based on where in your website a consumer visited, you can target your ads to what they were interested in
What Is the Difference between a Display and a Remarketing Ad?
What Are the Similarities?
While display and remarketing ads do have differences, they are similar in many ways. Both display ads and remarketing ads:
– Utilize the Google Display Network
– Allow you to choose the placements, topics, and demographics of websites you want your ad displayed on and which ones you do not
– Easily measure and track your advertisement’s success
– Offer various ad format sizes
Which One Should You Use?
If you are concerned about targeting the right people, remarketing ads are a fantastic option. You can easily customize your remarketing ads, sending customized ads to segments that have already visited your website.
For example, some people could have visited your webpage, but left for one reason or another. The remarketing ads will allow you to get back in contact with those people and help them recall your brand.
When You Should Use Each
Remarketing ads are best when you want to target previous visitors and add customized messages to specific target markets based on twhere they visited on your website.
Display ads work best when you know what your target market likes, as you can target your ads on those pages, and even to expand remarketing efforts and build brand awareness.
Measuring Display and Remarketing Campaigns
Oftentimes, both Display and Remarketing campaigns are used for brand awareness. Here are some metrics that we can use to measure the success of your branding efforts:
These are people who viewed your ad, visited your website, and then converted.
As more people search for your brand on Google, the impressions (the number of times your advertisement will show up in the Search Results) increase. This is one way that we can track the brand awareness. It is a good idea to develop a baseline and take into consideration seasonality when measuring impressions.
This metric gives you an idea how your display ads are performing in comparison to the other ads that run on the same websites on the Google Display Network.
A low CTR is not to be of concern; before you go changing your display ads, you should check and see if you are getting a good Cost per Lead (CPL). If you are not, you will want to look and see where your ads are showing and consider excluding some of the websites.
Why Should I Advertise on the Google Display Network?
The Google Display Network is huge, it can reach almost anyone, even if they are not actively searching for your products. Moreover, it is generally cheaper, more targeted, and more track-able than more traditional forms of marketing such as billboards, magazines, television, or radio advertisements.
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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