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Google Display Network Advertising - Google Partner
The Google Display Network (GDN) is a useful tool for advertisers wanting to reach prospective customers across the websites they browse, or to re-engage (retarget) users who have previously interreacted with their business.
Display advertising sometimes has a bad reputation, such as users complaining that they continue to see adverts for a product after they have purchased.
But if ran correctly by an experienced team, display advertising can really help to supplement existing efforts and put your brand in front of a wider audience.
Strategically, you have the control to decide exactly which audiences see your adverts, how often and just as important, when they should stop seeing your adverts.
Reach out to our team to see how we can expand your brand to new customers.
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Our Approach
We start be ensuring our clients are up to speed on the workings of Display Advertising, and what it means to them and their results. Display can be a little mystifying if you haven’t ran it before, and so education is the best first step. After this, we build a strategy with our clients based on their objectives. There are two core objectives we generally work with: retargeting, and prospecting. Retargeting is the method of engaging users who have already shown as interest in your business. Prospecting involves reaching new customers who have never heard of your business before. The two strategies here are very different and both cover a wide range of potential.
There are a wide range of options to ensure you target the most relevant people, and the foundation of our strategy works at identifying those characetristics to efficiently reach the most relevant users. From customer profiling such as age, gender, income ranges, interests and buying habits, we work together to build a targeting plan from the ground up.
Once the foundation has been laid and agreed upon, a wide range of creative can be built to resonate most with the audience, from users who have recently looked at yours products, or completely new potential customer who are looking for your products or services.
All of the data-driven campaign data is fed back into the campaigns to continuously develop and refine your performance.
Google Ads Display Network - Re-engaging customers
Display Retargeting: Displaying adverts across the web, to users who have already engaged with your business. This is an excellent way to reach out to users after they have left your website.
This strategy works by creating groups of users who have visited your website. The data is all anonymous and working together with our clients, we detail the different user groups and which actions we would like to take.
Some example of user groups can include to re-engage across the web;
- Users who have added to basket but not made a purchase
- Users who have browsed a product for a certain amount of time while researching but not purchased
- Users who have downloaded a product/service brochure and shown an interest in your business
- Users who have filled in a contact form but you have not been able to contact
- Users who have subscribed to your email list
- Users who have purchased a product and you would like to cross-sell
- Users who previously had a subscription but did not continue
The easiest way to make all of this possible is to use Google Analytics. Google Analytics details the behaviour of your users on site, from making a browsing a product, downloading a PDF, adding to basket or making a purchase. If you set this up correctly in Google Analytics, any action which is important to your business on site, can be used to re-engage users with the Google Display Network.
Creative can be built and designed to reach different audience groups, including dynamically inserting your products into adverts. And the amount of times (frequency) a user see’s your advert can be set so that they aren’t bombarded with too many ads.
Getting your strategy right from the start is important to maximise your media budget and reach the most relevant users.
Google Ads Display Network - Finding New Customers
Finding new customers, or “Prospecting” as it i commonly known is the strategy of reaching potential new customers, who have never heard of your brand before.
With re-targeting/re-engaging users, we already have clear groups of users who have engaged with your website. With prospecting however, we need to create the characteristics of the users we would like to reach, and Google will group them for us, and then we can reach them across the web.
In a similar way to advertising on YouTube, we have a wide array of characteristics we can chose from.
The first stage however, is to define your customer profile. You can start this from any CRM data you have, looking at age ranges, gender, core customer locations and any other data your may collect.
Other sources could be any market research you have done or customers surveys, to try and define any common traits of users, such as sports or car entusiastas, or newly engaged couples.
Some of the core targeting characteristic options include;
- Demographics such as age range, parental status and income
- Detailed Demographics: Students, Homeowners and new partners amongst others
- Interests such as ‘sports fans’, ‘car enthusiasts’ etc
- Affinity Segments showing a strong affinity towards certain topics
- Life Events such as graduation and engagements
- In-Market Segments – Users actively searching for products and considering purchases
- Custom Segments – Users searching for certain keywords and combinations of other audiences
- Similar Audiences – Google can build audiences who look like your existing customers
One of the great features here is “Similar audiences”, the last point on the list. With similar audiences, Google can look at the groups of users who have already interacted with your website, and automatically find users across the web with similar characteristics, such as your high value customers, or repeat purchasers.
Generally, any list you have created from your website, Google can create a similar audience to find new users.
Seasonality, and choosing when to run display campaigns are a major part of the objectives. Some “always on” campaigns can reach potential new customers, or if you have a sale or offer, this can be pushed out to a wider audience to maximise your reach.
More details of our Google Ads Display Network Services
Demographic Detailing
Demographic targeting and profiling is critical to get the most from your budget. Looking at the characteristics of your existing customers, we deliver ads directly to users who fit your customer profile. Further targeting your budget to the most relevant users. Either through customers who have interacted with your business, or who are a completely new audience.
In-Market Research & Planning
Using the tools available through Google Ads and Google Analytics, common trends and research patterns can be identified from your existing site users and customers. These are then used to build a detailed plan of user buying habits, and overlaid onto your campaigns to refine targeting and reach.
Similar Customer Audiences
Google Analytics offers a wide range of tools to define exactly who your best customers are, from a scoring system of the users who are likely to convert, to users who are most engaged with your services and products. The machine learning built into Google Analytics can identify these users, and then build profile to find new users who match similar traits. Similar audiences are a backbone of finding potential new customers and growing your brand.
Competitor Research
Using tools such as SEMRush and Ubersuggest, we can research the types of adverts your competitors are running, how much activity they are running and decide when and where to push adverts. If a competitor has a very strong sale, it may not be worth pushing your budget during this time, and this can be fed back into your marketing plan and calendar for display.
Reporting & Refining
Every website and impression which your serve in display advertising is tracked back and reported on, to show the highest and lowest engagement websites. All of this data is available to every single one of our clients as part of our full transparency. Details such as the frequency of adverts, how many users click, how many ad impressions are never seen by a user is all reported back. And importantly, fed back to the campaign settings and overall strategy to continue to refine performance.
Where your adverts display
There are a range of tools within the Google Display Network to ensure that your adverts only show on websites and content which your are comfortable with. From excluding certain keywords on websites, to never showing your ads around live streaming or sensitive events, this can all be controlled through campaigns settings and a detailed strategy from the outset.