There’s a reason advertisers love Google. Google ad campaigns can produce click-through rates as high as 2%.
But with so many ad formats to choose from, it can be challenging to know where to start. Will Display ads drive the marketing results you’re looking for? What are Display ads, exactly? Read on as we break down what you should know before launching a display campaign.
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What are Google Display ads?
Google Display ads are the ads you see across the web, on YouTube, on mobile apps, and other websites. In essence, any ad that doesn’t appear on the Google search results is a Display ad.
Display ads come in four main formats. There are uploaded Display ads, which allow you to design every element of the ad. There are also responsive Display ads, where you upload a select number of headlines, descriptions, assets, and logos — and let Google automagically combine them for the best results. Finally, there are app ads and video ads.
3 ways Google Display ads drive marketing results
Whether you want to grow brand awareness or drive sales, Google Display ads can drive results throughout the marketing funnel. Let’s take a look.
1. Display ads can increase brand awareness and recognition
One of the best things about Display ads is right there in the name. Display ads put on a show, or display. Unlike boring text ads, these ads can showcase images or videos, and appear in sizes large and small.
When used as part of a full-funnel marketing strategy, Display ads can help boost brand awareness and familiarity with your target audience. For example, we used Display ads to grow brand awareness and increase site visits — and ultimately applications — for a regional university. Check out the case study.
2. Display ads can increase conversions
With increased familiarity, comes increased conversions. This is called “the familiarity effect,” and it’s something Display ads are particularly good at. When people encounter your branding again and again as they browse the web, it keeps your brand top of mind and creates a positive association. As a result, they are more likely to eventually convert.
For an ecommerce client, our full-funnel strategy incorporated Display ads, Google Shopping, and YouTube to boost transactions and conversions by 34% and 43%, respectively.
3. Display ads can recapture abandoned carts
The average cart abandonment rate hovers just under 70%. That’s a lot of abandoned carts. It’s common for people to abandon carts because they don’t have time to purchase at the moment, they need more time to think about it, or they simply got distracted.
Fortunately, Display ads come to the rescue. Remarketing is the true superpower of Display advertising. With a remarketing campaign, your ad can feature the exact products someone had in their cart, along with compelling copy to push them to purchase. Because these people have already demonstrated an intent to purchase, by adding the product to their cart, remarketing campaigns tend to have a high success rate.
Get started with Google Display ads
Google Display ads deserve a spot in your marketing strategy. They can grow brand awareness, recapture abandoned carts, and influence conversions. Whether you need to increase leads, expand your target audience, or make more sales, contact Your Marketing People. Our advertising experts know how to drive results.
